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

32 Competitor Analysis and Benchmarking

33 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:

34 Check Out Their Website

35 Check Out Their Website

36 Check Out Their Website

37 Check Out Their Website

38 Check Out Their Website

39 Check Out Their Website

40 Check Out Their Website

41 Check Out Their Blog & Website v Is their website optimized for mobile phones? v Do their websites load quickly? v Are their websites optimized for social media? v Social network rich snippets come out nicely?.

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

43 Where are the opportunities? Which areas can be improved? Which websites can you build links from? Which keywords can you use?

44 Study The Way They Set UP and Post

45 Determine Their Fan to Follower Ratio Source:

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

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

48 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?

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

50 Month-over-Month Percentage Growth Source:

51 Use a Social Tracking Tool

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

53 Do a Side-by-Side Comparison

54 Exercise Use Social Bakers to do a social media audit Compare against your chief competitor 10 mins

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