3-step Content Marketing Strategyassets.marketing-interactive.com/masterclass/2017H... · Pain...

3-stepContentMarketingStrategy

SociMediaStrateg

y

DEVELOPü Create+Curateü Incentivise

DEFINEü Objectives&Metricsü STEPPSforvirality

DISCOVERü Customersü Competitors

ContentStrategy

DISCOVER

SociMediaStrateg

y

DEVELOPü Create+Curateü Incentivise

DEFINEü Objectives&Metricsü STEPPSforvirality

DISCOVERü Customersü Competitors

ContentStrategy

LearningOutcome:DiscoverCurrentSituation

Whatyou’llbelearning• Describeyourtargetcustomers

• Studyandlearnfromcompetitors

• Useoftools

Customers

Competitors

Describe Your Customers

Haveyouwatchedthismovie?

• Whoareourprimarycustomers?

BuildingCustomerProfile

• Where canwefindthemonline?

• How dowetriggertheirinterest?

Demographics– B2C

• HouseholdIncome• EmploymentStatus• Education• EthnicityandReligion

• Age• Gender• MaritalStatus• FamilySize• Location http://www.recyclesm.com/target.htm

Demographics– B2B

• CompanyRevenue• StageofCompany• DecisionMakers• Location/Region

• BuyerDemographics• PositioninCompany• TypeofIndustry• CompanySize

http://www.recyclesm.com/target.htm

• 28yearsold• Female• Singlebutattached• StayswithParents• 5-RoomPublicFlatinAngMoKio

• PolytechnicGraduate• $40,000- $50,000• HRExecutiveinanSME• Free-Thinker

AlexiaChung– Profile1

• ValuesandBeliefs• Interests• Opinions(What’stheir

standonissues?)• Attitudes(Whatistheir

outlookinlife?)• Behaviours(Socialor

LoneWolves?)• CulturalAttributes

Psychographics

http://www.grantcolib.info/zinio-service-upgrade/

• EnjoysKoreandrama• Readaboutlatestfashiontrend

• Likesweekendgetaways• Enjoyshangingoutingroup• Pessimisticaboutthefuture• Doesnotbotheraboutworldpolitics

• Wishestoenjoylifebeforekids


WhatAreTheirOnlineBehaviours?

Whatdoyourcustomersuseonlinechannelsfor?


• ChecksFacebook5timesaday• UsesInstagramonceadayintheevenings

• WatchesYouTubevideosintheevening

• Postsignificanteventsorouting

• UsesGoogletodoresearch• Keywordsfortravel:holidaybudget,cheaptravelpackages,Asiantours,Bangkokshopping

Whataretheysearchingfor?(Intent)• GoogleTrends(http://trends.google.com)• SEMRush (http://www.semrush.com)

Whatdotheyshare?(Buzz)• BuzzSumo (http://www.buzzsumo.com)• Epictions Epicbeat(https://epicenter.epictions.com/epicbeat/)

OnlineToolsYouCanUse

GoogleTrendsExample

SEMRush Keywords“WheretoShopinSingapore”

BuzzSumo using“Ang MoKioShopping”

Epictions Epicbeat “SocialMediaMarketing”(Singapore)

TypesofProduct/Services• FrequencyofPurchases• DistributionChannels• CostsofPurchases• OrderValue• IndividualorGroup• Loyalty/Memberships

PurchaseBehaviours

WhoareYourCompetitors?

Whichbrandsdoyourcustomerslookfor?


• Doesmostofhershoppingonline

• 3or4regionalholidayseveryyear

• Travelbudgetof$4000ayear

• Buysonpromotion• Prefersoffpeakperiod• Brands:Hotels.com,ChanBrothers,ASATours

PainPoints&Solutions

Whataretheirmajorpainpointsandhowcanyourproduct/brandsolvethem?

Howdotheyfeel?(Experience)• GoogleReviews• FacebookReviews/Comments• CustomerFeedback

OnlineToolsYouCanUse

GoogleReviewsfor“AMKHub”

FacebookReviewsfor“AMKHub”

https://www.facebook.com/AMK-Hub-215118886799/reviews/


PainPoints Solutions

Frustratedthatshecannotbooklastminutepromotions duringofficehours

Everyday lowpricesfortravelpackages

Travelpackagepricesnottransparent

Only nettpricesshown(including taxes,surchargesandfees)

Lackoftimetoplantrips

Onlinetravelconciergeservicesto plantrip

Boredoftheusualdestinations

Off-the-beaten-trackitineraries curatedbylocals

Demographics

Psychographics

OnlineBehaviour

- Searchkeywords- SocialMediaTopics

PurchasePattern- Frequency- Seasonality- Channels


FiveDimensionsofaCustomerAvatar

Exercise

CraftaCustomerAvatarforyourbusiness.

30mins

Demographics

Psychographics

OnlineBehaviours

- Searchkeywords- SocialMedia

Topics

PurchasePattern

- Frequency- Seasonality- Channels


Rememberto BECOMEYourCustomer!

Understand Your Digital Channels

CreateaChannelAuditTemplate

Channelauditchecklist:

v Profile info(nameandURL)v Posting/sharingfrequency

v Fan/Followercount

v Views/Visitortraffic

v Referraltraffictoyourwebsite

v Engagementà Likes,Comments,Shares

v Openrates/ClickThroughs

ExcelTemplate(fromBufferapp)

Source:https://blog.bufferapp.com/social-media-audit

FindYourBest&WorstDigitalChannel

Doacompletereviewofallthedifferentdigitalchannelsyouhave.

v Referring visitor traffic to your website?v Engaging your community members?v Spreading your content?v Growth rates in terms of fans/ members?v Generating conversions and sales?v Triggering advocacy?

WhichChannelistheBestorWorst?

IdentifyTopPerformingContentTypes

v Videosv Promotions/Contests

v BlogPosts

v Infographics

v News

v Richmedia(imagesandgifs)

v Emails

IdentifyWebSite’sMostSharedContent

http://buzzsumo.com/

IdentifyWebSite’sMostPopularContent

Under“Behaviour”

https://startbloggingonline.com/google-analytics-set-up/

EnsureConsistentBranding

http://www.business2community.com/social-media/4-ways-social-media-adds-value-user-experience-0877331#OP160LIbTDvavsaf.97

EnsureConsistentBranding

vTypes of photos or images usedvLogo placement and coloursvDescriptions of your brand or organisationvNaming (best to just use one name if

possible) and URLvContact details

Competitor Analysis and Benchmarking

BenefitsofAnalysingCompetitors

v Learn best practices v Set more realistic benchmarksv Determine appropriate channels to invest

time, money and energy v Evaluate what worked – and what didn’t

Content is adapted from 6D Global’sSource:http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

IdentifyYourCompetitors

Type your industry or product category name into Google/search engines. Also see the search ads that emerge.


Use tracking tool like BuzzSumo or EpictionsEpicbeat or Social Mention. Which brands emerge first when specific categories are typed in?

CheckOutTheirWebsite

https://www.similarweb.com/

CheckOutTheirWebsite

https://www.semrush.com/

CheckOutTheirBlog&Website

v Istheirwebsiteoptimizedformobilephones?v Dotheirwebsitesloadquickly?v Aretheyrankingforcertainkeywords?v Aretheirwebsitesoptimizedforsocialmedia?v Testtheirsocialnetworkrichsnippets.

https://developers.google.com/speed/pagespeed/insights/

ExerciseUseSimilarWeb&SemRush tospyona

competitor’swebsiteShareinsightswithclass

10mins

StudyTheWayTheySetUPandPost

StudyTheWayTheySetUPandPost

v Brand Identity

v Influencers

v Content

v Created versus Curated Posts

v Frequency

v Campaigns

http://www.yackyack.co.uk/product/seo-competitor-research/

DetermineTheirFantoFollowerRatio

Source: http://www.6dglobal.com/blogs/how-conduct-social-media-competitive-analysis-2013-01-31

MeasureTheirEngagementRatewithFans

WhichBrandfaredbetter?



WhichBrandfaredbetternow?



• How do the brand engage with their fans?

• Are they responding to posts left on their wall?

• Do they retweet their followers?

• How they respond to dissatisfied

customers?

Month-over-MonthPercentageGrowth

Find these figures from each Brand’s Feed

Tabulate


Month-over-MonthPercentageGrowth


PaidMediaActivity

Sponsored Ad

Contest with Prizes

UseaSocialTrackingTool

https://www.socialbakers.com/

http://www.fanpagekarma.com/


Check out blog posts or listings that highlight the top brands in specific industries (eg Socialbakers)

http://www.socialbakers.com/

DoaSide-by-SideComparison

Source:http://www.fanpagekarma.com/


ComparativeanalyticsinFanpage Karma:v Engagementv Growthv Most-usedContentSourcesandKeywordsv TopPostsv Frequencyv EngagementbyDayandTimev PostTypeandSupporters

ExerciseUseSocialBakerstodoasocialmediaauditCompareagainstyourchiefcompetitor

Shareinsightswithclass

10mins

Debrief

5mins

• WhatHaveYouLearned?• WhatDoesThisShowYou?• HowCanYouApplyThis?

3-step Content Marketing Strategyassets.marketing-interactive.com/masterclass/2017H... · Pain...

Documents

Transcript of 3-step Content Marketing Strategyassets.marketing-interactive.com/masterclass/2017H... · Pain...