Digital Marketing FAQ: (not paragraph, but shortcut explanation) Content Marketing 101

Content Marketing in one word?

Ans: "Value = Customer Solution = Content Marketing"

#WHY?

1) Creating Value = Creating Content 

Eg: If your business is Bakery, first you have to bake a cake that your customer love to eat. (Baking a Cake that your customer love is giving a solution that your consumer want, Creating Value too. ) 

2) FAB (Eg: SME Business Institute)

#Features

Pain reliever: Fake school? (MoI: Ministry of Industry, Gov Accredited)

Gain creator: Beyond Local? (ABE UK Certificates & AEA: ASEAN Entrepreneur Association)

#Advantages (Better Points than your Competitors or your differentiation in the Market)

USP: Academic only without real field experiences? (10 to 20+ years working experiences Lecturers)

#Benefit

Functional (Real Biz Case Study+ Theory)

Emotional (Confidence)

“Empowering Entrepreneurs”

FEAR of students (Career guaranteed, Cost efficiency, Confidence) ref: Got Milk?

3) Creating Value "CAN Philosophy" 

Coca Cola "Open Happiness"

Apple "Think Different"

Nike "Just Do it"

eg: SMEBi "Empowering Entrepreneurs"

eg: KiwiGo "Live to Travel"

#HOW?

Not all customers are ready to buy at first time, we are expected to build the relationship step by step to be trusted. Because "To Buy is To Trust".

Hence, we should plan our content calendar like this :

(Educate > Entertain > Convince > Inspire)

1) Educate (Awareness of Product, Services & Brand) eg: Guide, Infographic, Press Release, Trend Report

2) Entertain (Engagement= Consumer response Brand) eg: Quiz, Contest, Games, Viral

3) Convince (Sales) eg: Product Benefits, Sales promotion, Trial, white papers

4) Inspire (Retention 3R: Repeat Sales > Regular Customer > Referral) eg: Reviews, Community Group, Endorsement

Credit: Smart Insights

PS: Based on the Industry and Product Nature, seasonal timeline can be adjusted.

What?

We can see Content as a Post on Social Media: Facebook, Youtube, Instagram, LinkedIn, etc... (Text, Image, Albums, Videos, Songs, Carousels and so on…)

Credit: Oreo

#Type of Content: P.A.C.E (Promotion, Awareness, Campaign, Engagement)

Basically there is only 2 Content types (Commercial is product Relevance & Engagement is Customer Relevance). If you post only product awareness, discount and promotion post, users will visit only when you boost or use budget; as a result, your brand page's engagement health will impact badly. So, you have to consider to post what your customer like and consistently post on specific day (every Friday or Saturday) for instance. So that your customer retention rate could increase as Snowball effect. And Monitor what sort of content has the most Organic engagement weekly in Page Insight.

 PS: Best Strategies is 70-30% Rule (70% Engagement content and 30% Commercial Content)

#CTA: Call-To-Action (+Sense of Urgency to Push Action you want)

CTA help your customer what you want them to do.

-Promotion (Call Now, Book Now, Shop Now)

-Awareness (Comment below, Tag your Friends, "Like & Share")

-Campaign (Follow the T&C, Join Us, #tag)

-Engagement (Share it, Like Page, Subscribe, Register)

#Creative team "If you can't make it good, at least make it look good – Bill Gates"

It is obviously that people like shorter text and Image-led or Video post, your Designer play the vital role for creating awesome contents.

#Catching up the Trend (it's about "Timing" and easy to get massive Engagement in short period if hitting the right Message.)

#Influencer Content (Relevancy of Brand Personality, KOL Audiences and Product Knowledge Expertise should be considered.)

To sum up, although trying to concise the understanding of Content Marketing , I believe the Essence of Creating Content/Value would be simplified strategically in above points.

Thanks for your time and hope you could have some different point of view from my experiences. Please feel free to discuss your experience in comment box and appreciate to share it to your Network.

Warmest Regards,

Ken

#DigitalMarketing #ContentMarketing #KenNote Soe Hein #KiwiGo #LiveToTravel