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

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


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

CheckOutTheirWebsite

https://www.similarweb.com/

CheckOutTheirWebsite

https://www.semrush.com/

CheckOutTheirBlog&Website

v Istheirwebsiteoptimizedformobilephones?v Dotheirwebsitesloadquickly?v Aretheirwebsitesoptimizedforsocialmedia?v Socialnetworkrichsnippetscomeoutnicely?.

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

ExerciseUseSimilarWeb&SEMRush tospyona

competitor’swebsiteShareinsightswithclass

10mins

• Wherearetheopportunities?

• Whichareascanbeimproved?

• Whichwebsitescanyoubuildlinksfrom?

• Whichkeywordscanyouuse?

StudyTheWayTheySetUPandPost

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


UseaSocialTrackingTool

https://www.socialbakers.com/

http://www.fanpagekarma.com/

IdentifyYourCompetitors

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

http://www.socialbakers.com/

DoaSide-by-SideComparison

ExerciseUseSocialBakerstodoasocialmediaauditCompareagainstyourchiefcompetitor

10mins

Debrief

5mins

• WhatHaveYouLearned?• WhatDoesThisShowYou?• HowCanYouApplyThis?

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

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