What Is Content Marketing?
Content is the life blood of search engines and social media. Without content, Facebook is boring while Google has nothing to search for.
Content Marketing can be defined by the following:
“Content marketing involves creating, curating and distributing educational, entertaining and useful content to a well defined target audience in order to build brand awareness, improve engagement, generate leads, or drive conversion.”
Content marketing involves targeting and influencing potential customers customers or delighting existing customers throughout their buying journey. Popular content types include web and blog articles, photos, infographics, videos, emails, slides, podcasts, and eBooks. The most valuable content helps customers to solve problems, reduce pain or increase pleasure.
We adopt a systematic 6-step approach in Content Marketing as shown below.
The important first stage of research and analysis to determine your online presence. Depending on your needs, we may conduct the following:
- Brand and Website Audit
- Competitor Benchmarking
- Social Media Buzz
- SEO Keyword Research
- Customer Persona
Once we know where your strengths and opportunities are, we will zoom in on your strategic objectives and outcomes, namely:
- Marketing Objectives & KPIs
- Unique Value Proposition
- Brand Storytelling
- Customer Journey Mapping
- Targeted Keywords and Topics
Now the magic of content development begins! At this stage, we will help you to craft compelling and actionable content.
- Content Hub (Website) Development
- Channel and Platform Selection
- Content Pillars
- Content Calendar
- SEO and Social Optimized Content
It’s show time! At this stage, we’d have figured out the different pieces of the content marketing jigsaw, and are ready to roll them out.
- Establish Content Rhythm
- Online Advertising
- Lead Magnet Development
- Landing Page Development
- Community & Influencer Management
Once we have rolled out your content channels or campaigns, we will track progress and modify content marketing strategy and tactics on-the-fly. Metrics include the following:
- Awareness: eg Visits, Views, Reach, Impressions
- Engagement: eg Likes, Comments, Clicks, Shares
- Conversion: eg Downloads, Sign Ups, Leads, Sales
- Advocacy: eg Shares, Blog Posts, Hashtags
- Campaign ROI: eg CPC, CPM, CPE, CPA, etc
Once we’ve gone through a whole content marketing cycle, we will help you to manage and sustain your efforts. This will consider the following factors:
- System Optimisation
- Content Optimisation
- Staff Training and Equipping
- Policy Setting
- Resource Allocation