3-step Content Marketing Strategy

Transcription

1 3-step Content Marketing Strategy

2 DISCOVER ü Customers ü Competitors Soci Media Content Strateg Strategy y DEVELOP ü Create + Curate ü Incentivise DEFINE ü Objectives & Metrics ü STEPPS for virality

3 DISCOVER

4 DISCOVER ü Customers ü Competitors Soci Media Content Strateg Strategy y DEVELOP ü Create + Curate ü Incentivise DEFINE ü Objectives & Metrics ü STEPPS for virality

5 Customers Competitors Learning Outcome: Discover Current Situation What you ll be learning Describe your target customers Study and learn from competitors Use of tools

6 Describe Your Customers

7 Have you watched this movie?

8 Building Customer Profile Who are our primary customers? Where can we find them online? How do we trigger their interest?

9 Demographics B2C Age Household Income Gender Employment Status Marital Status Education Family Size Ethnicity and Religion Location

10 Demographics B2B Buyer Demographics Position in Company Type of Industry Company Size Company Revenue Stage of Company Decision Makers Location/Region

11 Alexia Chung Profile 1 28 years old Female Single but attached Stays with Parents 5-Room Public Flat in Ang Mo Kio Polytechnic Graduate $40,000 - $50,000 HR Executive in an SME Free-Thinker

12 Psychographics Values and Beliefs Interests Opinions (What s their stand on issues?) Attitudes (What is their outlook in life?) Behaviours (Social or Lone Wolves?) Cultural Attributes

13 Alexia Chung Profile 2 Enjoys Korean drama Read about latest fashion trend Likes weekend getaways Enjoys hanging out in group Pessimistic about the future Does not bother about world politics Wishes to enjoy life before kids

14 What Are Their Online Behaviours? What do your customers use online channels for?

15 Alexia Chung Profile 3 Checks Facebook 5 times a day Uses Instagram once a day in the evenings Watches YouTube videos in the evening Post significant events or outing Uses Google to do research Keywords for travel: holiday budget, cheap travel packages, Asian tours, Bangkok shopping

16 Online Tools You Can Use What are they searching for? (Intent) Google Trends ( SEMRush ( What do they share? (Buzz) BuzzSumo ( Epictions Epicbeat (

17 Google Trends Example

18 SEMRush Keywords Where to Shop in Singapore

19 BuzzSumo using Ang Mo Kio Shopping

20 Epictions Epicbeat Social Media Marketing (Singapore)

21 Purchase Behaviours Types of Product/ Services Frequency of Purchases Distribution Channels Costs of Purchases Order Value Individual or Group Loyalty/ Memberships

22 Who are Your Competitors? Which brands do your customers look for?

23 Alexia Chung Profile 4 Does most of her shopping online 3 or 4 regional holidays every year Travel budget of $4000 a year Buys on promotion Prefers off peak period Brands: Hotels.com, Chan Brothers, ASA Tours

24 Pain Points & Solutions What are their major pain points and how can your product/brand solve them?

25 Online Tools You Can Use How do they feel? (Experience) Google Reviews Facebook Reviews/ Comments Customer Feedback

26 Google Reviews for AMK Hub

27 Facebook Reviews for AMK Hub

28 Alexia Chung Profile 5 Pain Points Frustrated that she cannot book last minute promotions during office hours Travel package prices not transparent Lack of time to plan trips Bored of the usual destinations Solutions Everyday low prices for travel packages Only nett prices shown (including taxes, surcharges and fees) Online travel concierge services to plan trip Off-the-beaten-track itineraries curated by locals

29 Five Dimensions of a Customer Avatar Demographics Pain Points & Solutions Psychographics Purchase Pattern - Frequency - Seasonality - Channels Online Behaviour - Search keywords - Social Media Topics

30 Exercise Pain Points & Solutions Demographics Psychographics Craft a Customer Avatar for your business. Purchase Pattern Online Behaviours - Frequency - Seasonality - Channels - Search keywords - Social Media Topics 30 mins

31 Remember to BECOME Your Customer!

32 Understand Your Digital Channels

33 Create a Channel Audit Template Channel audit checklist: v Profile info (name and URL) v Posting/sharing frequency v Fan/ Follower count v Views/ Visitor traffic v Referral traffic to your website v Engagement à Likes, Comments, Shares v Open rates/ Click Throughs

34 Excel Template (from Bufferapp) Source:

35 Find Your Best & Worst Digital Channel Do a complete review of all the different digital channels you have.

36 Which Channel is the Best or Worst? 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?

37 Identify Top Performing Content Types v Videos v Promotions/ Contests v Blog Posts v Infographics v News v Rich media (images and gifs) v s

38 Identify Web Site s Most Shared Content

39 Identify Web Site s Most Popular Content Under Behaviour

40 Ensure Consistent Branding #OP160LIbTDvavsaf.97

41 Ensure Consistent Branding v Types of photos or images used vlogo placement and colours vdescriptions of your brand or organisation vnaming (best to just use one name if possible) and URL vcontact details

42 Competitor Analysis and Benchmarking

43 Benefits of Analysing Competitors v Learn best practices v Set more realistic benchmarks v Determine appropriate channels to invest time, money and energy v Evaluate what worked and what didn t Content is adapted from 6D Global s Source:

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

45 Identify Your Competitors Use tracking tool like BuzzSumo or Epictions Epicbeat or Social Mention. Which brands emerge first when specific categories are typed in?

46 Check Out Their Website

47 Check Out Their Website

48 Check Out Their Website

49 Check Out Their Website

50 Check Out Their Website

51 Check Out Their Website

52 Check Out Their Website

53 Check Out Their Blog & Website v Is their website optimized for mobile phones? v Do their websites load quickly? v Are they ranking for certain keywords? v Are their websites optimized for social media? v Test their social network rich snippets.

54 Exercise Use SimilarWeb & SemRush to spy on a competitor s website Share insights with class 10 mins

55 Study The Way They Set UP and Post

56 Study The Way They Set UP and Post v Brand Identity v Influencers v Content v Created versus Curated Posts v Frequency v Campaigns

57 Determine Their Fan to Follower Ratio Source:

58 Measure Their Engagement Rate with Fans Which Brand fared better? Source:

59 Measure Their Engagement Rate with Fans Which Brand fared better now? Source:

60 Measure Their Engagement Rate with Fans 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?

61 Month-over-Month Percentage Growth Find these figures from each Brand s Feed Tabulate Source:

62 Month-over-Month Percentage Growth Source:

63 Paid Media Activity Sponsored Ad Contest with Prizes

64 Use a Social Tracking Tool

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

66 Do a Side-by-Side Comparison Source:

67 Do a Side-by-Side Comparison Comparative analytics in Fanpage Karma: v Engagement v Growth v Most-used Content Sources and Keywords v Top Posts v Frequency v Engagement by Day and Time v Post Type and Supporters

68 Do a Side-by-Side Comparison

69 Do a Side-by-Side Comparison

70 Do a Side-by-Side Comparison

71 Exercise Use Social Bakers to do a social media audit Compare against your chief competitor Share insights with class 10 mins

72 Debrief What Have You Learned? What Does This Show You? How Can You Apply This? 5 mins

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