content for the long haul: determining the … · content for the long haul: determining the true...
TRANSCRIPT
CONTENT FOR THE LONG HAUL:
Determining the TRUE value of
content marketing
AUTHORS AND CONTRIBUTORS
Weng Wai Koh, Head of Marketing Communications, SPH
Isabella Barbato, Head of Marketing, APAC, Outbrain
Susannah Llewellyn, Business Agency Leader, Singapore, Google
Alex Thoma, Account Director, APD
Nadia Abdullah, Lead Content Strategist, CNN
Emily Yri, Marketing and Communications Lead, APAC, Unruly
Rebecca Haly, Client Services Director, Vizeum
INTRODUCTION
Content marketing has evolved. Brands, big and small, are embracing the power of content marketing by
making it a central part of their marketing efforts. Still, only a handful are able to deliver content that breaks
through the cluttered market place.
High-quality content is especially critical in the wake of ad-blocking and ever prevalent on-demand
services that challenge traditional advertising formats.
However with a saturated and fragmented landscape, the challenge is in creating genuinely meaningful
experiences that audiences want to spend time with.
With less sensitivity to advertising, today’s customers are harder
to win and keep. The key to acquiring and retaining
customers in this environment is to engage them
Josh Bernoff,
former Forrester analyst
In the early days, content marketing was seen as a new and exciting inbound tactic for driving traffic. Early adopters believed that focusing on “pull” over “push” was sufficient to drive results. However, this mindset has left a lasting and inadequate precedent for how marketers should be measuring the efficacy of their content programmes.
Fortunately, as the content marketing discipline evolves, practitioners have now started establishing more
nuanced content planning frameworks, which leverages content across all stages of the customer journey.
Marketers can score higher ROIs by using a format that is significantly more cost-effective than traditional advertising. It is also an opportunity to establish deeper and longer-term relationships with their target
audience by providing something of value to them in a non-invasive, value adding and engaging way.
Great content should be developed to meet a specific interest so that consumers feel like they are in the driver’s seat. The ultimate benchmark of success is when consumers search for your content, engage with
and share it.
Beyond the obvious benefits of increased ROI and market share, if done right, content can also be used as a vehicle to help garner insights from consumers, streamline internal business operations and create new
revenue streams altogether.
This white paper intends to explore the state of content marketing in Asia across the various stages of the
funnel, using case study examples from brands in the region.
ATTENTION:
IN THE HANDS OF THE CONSUMER
Whether a commercial message is consumed and engaged lies entirely in the hands of the audience.
Content has become the currency for brands to advocate, persuade and endear themselves with
consumers. The function of content, or storytelling, is to build exchanges and bonds within a community.
For a brand to organically enter a consumer’s world, they need to take an inbound communication
approach. Create a dialogue, or compelling story that provides genuine insights that are relevant and
meaningful within the context of the consumer’s universe.
When users are moved enough to take action share, or comment on a piece of content, it is a strong
testament to the value that it provided them. For brands, it is also a strong indicator of earned trust and
increased brand equity amongst the community.
However consuming content is a time investment for audiences. With so much competition out there,
only the most exceptional pieces that truly provide a valuable experience will resonate.
In an information-rich world, the wealth of information
means a dearth of something else: a scarcity of whatever
it is that information consumes. What information consumes
is rather obvious: the attention of its recipients
Herbert A. Simon,
Nobel Prize winning economist,
Turing Award winning computer scientist
CREATING THE RIGHT CURRENCY:
PUSH VS PULL
To remain relevant, it is now vital for brands to attract audiences to their messaging as opposed to
traditional means where brands inundated audiences with promotional messages.
In order to do this, brands need to enable a two-way dialogue with their consumers.
When a brand successfully communicates their message through content, the value of that exchange can
result in earned content, which enjoys greater influence and brand recall with its consumer base.
Having a clearly defined content strategy will drive higher marketing impact as brands map out the types and objectives of each content piece into their Paid, Owned and Earned strategies.
In return, brands will subsequently gain direct learnings, insights and feedback from their consumers through
audience data, engagement metrics and comments. All of which can fulfill the wider potential of the content marketing funnel.
Native Advertising under paid media. media/press coverage under earned media
Adapted from: https://www.titangrowth.com/newsarticles/trifecta.html
DIGITAL MARKETING TRIFECTA EARNED, OWNED & PAID MEDIA
OWNED
MEDIA
SHARING
Mentions
Shares
Reposts
Reviews
Media/Press coverage
ADVERTISING
Pay per click
Display Ads
Retargeting
Paid Influencers Paid Content Promotion
Social Media Ads
Native Advertising
Propel sharing & engagement
with paid promotion
SEO & brand content drive earned media
(sharing) & traffic
WEB PROPERTIES
Website
Mobile Site
Blog Site
Social Media Channels
Gain more exposure
to web properties with
SEO and PC
Leverage owned, earned, and
paid media for a comprehensive
marketing strategy
EARNED
MEDIA
PAID
MEDIA
BUILDING THE RIGHT CONTENT
MARKETING STRATEGY
At a basic level, many brands use content on
a standalone campaign-to-campaign basis, to
garner immediate acquisition from audiences.
When brands start thinking about content
marketing, they will need to start from ground zero
and quite often, there will be no prior learning from
past campaigns.
Some brands will have the necessary budget
support to roll out a massive content marketing
campaign. One example is the collaboration
between the Singapore Tourism Board (STB) and
the Economic Development Board (EDB), which saw the launch of a new unified tagline - ‘Passion Made Possible’ - and branding for Singapore.
So far, reactions have been mostly positive, with many praising the new direction focused around local
talent in Singapore. Their focus was to put local talent onto the world stage and it was done through a
large-scale rollout of a series of stories across the region.
Videos and articles were launched on digital platforms across the region. STB and EDB worked with various content creators from independent influencers to news outlets to create, share and engage with content at scale. The unified tagline and proposition underpinned all their content efforts.
But not every brand has deep pockets. So, for the more budget sensitive ones, kick start your content
marketing journey with a foolproof approach. This is true regardless of the type of content you are
developing. What’s important is to start somewhere, capture audiences and determining what your
consumers are interested in. The key to learning is to apply the right metrics to help you calculate content
marketing ROI as you start building towards an intermediate or advanced level strategy.
While it can be tactically effective, approaching content marketing in this way merely touches the surface.
As brands progress, they will start leveraging on the full spectrum of opportunities available within the
content marketing funnel. The elementary phase is purely where you learn and start building towards a
holistic content marketing strategy.
Content marketing, when used effectively, can help brands garner invaluable research about consumers,
which in turn, can drive wider business goals.
ELEMENTARY LEVEL (SHORT-TERM)1
Every brand needs to start somewhere. Once you convert and retain audiences with your content as per the elementary phase, the next step is to look at the insight you gained through this value exchange. This will
help assess the types of content that work better for your audience. The aim is to define the right content for the right phase within your funnel.
The results of the value exchange may reveal insights about your consumers that you did not already know
and could also help you anticipate the needs and demands of your consumer in the future, all of which will
help aid and inform your wider content strategy.
2a. CONTENT FOCUSED ON CAPTURING ATTENTION (AWARENESS)
Case Study: POSB
POSB, one of the oldest banks in Singapore,
wanted to rebrand as a bank for all generations.
Their content strategy, conceived in 2016, centered
on capturing the attention of millennials.
Singaporean millennials are two times more likely
to watch video on their mobiles as opposed to
TV, so mobile video was the medium of choice to
capture this audience. But how would POSB cut
through the clutter to standout and engage?
Capitalising on the 50th anniversary of Singapore’s
independence and reigniting its brand proposition
of ‘Neighbours first, bankers second’, the bank developed 16 different pieces of video content
that highlighted the ‘kampong spirit’. The campaign encouraged young Singaporeans to
share within their own community and connect
old traditions with the new. All content was housed
within the POSB’s YouTube channel.
The content was further amplified via skippable ads across the largest video platform in Singapore
– YouTube. POSB was able to drive reach and
awareness but also understand the difference in engagement levels of paid media (skippable ads) versus
owned media (content hosted on the brand’s YouTube channel).
The content-driven campaign resonated strongly with the target audience and effectively increased
engagement with millennials.
During the campaign period, POSB achieved the following results:
● Generated three years’ worth of viewing time (1.5 minutes on average) in two months
● 128% increase in neighborhood-related searches associated with POSB
● 12X increase in channel subscriptions
THE INTERMEDIATE LEVEL: DEFINING ROLE OF CONTENT FOR EACH CONTENT MARKETING PHASE2
2b. CONTENT THAT DRIVES CONVERSION
Once brands succeed in grabbing attention, the focus can shift
towards using content to drive conversions.
Case Study: Starwood Hotels and Resorts
Starwood Hotels and Resorts was looking for a solution to engage
consumers earlier in their travel journey. They wanted to drive strong
value for the audience and encourage bookings for their hotel
properties across Asia Pacific.
With many different in-house content teams utilising standard
display formats to deliver content to the audience, Starwood
wasn’t seeing positive results and identified inefficiencies across the business. The hospitality chain wanted to improve its approach to
content with an integrated solution that was performance focused
and relevant for the audience.
Momentum.Travel was born.
Momentum.Travel was developed as a brand agnostic travel blog
that sat seemingly outside the Starwood website, but still connected
to driving bookings. The aim was to create a content series that was
relevant to a user’s travel journey and build a retargeting cookie
pool to drive conversions. This holistic approach to the campaign
addressed top, middle and bottom of the funnel goals.
The content hub was conceptualised as an authentic and credible
travel blog that would provide an alternate view of destinations
across Asia Pacific. Destinations were chosen according to where Starwood properties existed. By using real time data, the team
was able to identify which places were gaining most interest
and subsequently created more content about these popular
destinations. This in turn helped drive higher audience reach and
stronger audience engagement for increased conversions:
● More than 3x return of media investment from hotel bookings
● 6% engagement on social (benchmark 2%)
● 200,000 views in first 24 hours
Case Study: UTI Mutual Fund
UTI Mutual Fund is a pioneer in the Indian Mutual
Fund Industry managing the investments of
approximately 10 million Indians. With Assets Under
Management of more than 1 lakh crores (US$18 billion), it is one of the trusted wealth managers in
the country with a Brand Equity Index score of 2.9, according to the Nielsen Syndicated Research of
2015-2016.
UTI Mutual Fund wanted to be a pioneer in getting
millennial investors on board, and was looking for
a way to create awareness and drive sign-ups for their Systematic Investment Plan (SIP). In addition to the
use of social media, display networks and traditional publishing houses to target a young audience, they
incorporated content marketing into their outreach strategy and launched BeSwatantra.com - a content
hub that features engaging videos and articles on topics around investor education.
Utilizing video content was a way for UTI Mutual Fund to produce stories that had a genuine message that
people could relate to and demonstrate their commitment.
Partial Results (from Outbrain platform only):
● 70 million impressions delivered over 3 months
● 78,000 clicks
● 3,500 new leads
● 4.3% conversion rate
THE ADVANCED LEVEL: BUILDING CONTENT INSIGHTS AND REDEFINING BUSINESS PROCESSES3
3a. CONTENT HELPING DEFINE (OR REDEFINE) BRANDING OBJECTIVES
During an established two-way dialogue, consumers will provide honest feedback on a brand’s product
and services. This kind of data is invaluable in helping brands identify gaps and perception challenges that
need to be addressed.
Using behavioural insights and data as a means to identify these gaps can help re-define and fine-tune a brand’s communication objective to the audiences they are communicating with.
Case Study: Prudential #RelationshipReconnect
In 2016, Prudential Singapore made the decision to move away from the traditional product-based
advertising that is all too common in the insurance industry. Insurance companies typically rely on scare
tactics to sell their products, highlighting worst case scenarios to sell life and medical policies. Prudential
bucked the trend by engaging audiences with thought-provoking content that struck an emotional chord.
Prudential drew inspiration from their motto ‘Always Listening, Always Understanding’ and opted to tackle a mounting social problem in Singapore - namely the increasing lack of compassion and empathy amongst
family members and loved ones.
The brand recognised that in today’s busy world of constant emails and smartphones, it is easy to forget
what matters most - that people needed an emotional reset. Prudential launched a campaign to
encourage Singaporeans to take time out to focus on their loved ones. Based on work done by American
psychologist Dr Arthur Aron, Prudential carried out a social experiment as part of which 12 pairs of
Singaporean family members look quietly at each other, in an effort to reconnect and remind them of how
important their loved ones are to them.
Campaign #RelationshipReconnect was documented in a four-minute piece of hero content that was
widely distributed across a variety of channels. The campaign delivered real success for the business and
drove a perception change, both internally and externally. After initial seeding on premium sites, the hero
video was picked up and widely shared on social media, across the region and far beyond the original
target market of Singapore. The video amassed more than 18 million organic views and over 23 million in total views - exceeding the campaign target of 500,000 views. The video was shared more than half a
million times, generating over 220,000 reactions and 65,000 comments.
The campaign drove far more than awareness, delivering:
● 57,000 unique visitors to PrudentialReconnect.com site
● 51% increase in willingness to speak to a Prudential agent
● 28% increase in top of mind brand awareness
● 41% increase in communication awareness
● 5-point uplift in positive image attributes such as ‘Prudential is a company that I can trust’ and ‘Prudential is a company that cares about improving society and communities’
Post-campaign analysis by ad tech firm Unruly, found that:
● 53% of viewers of hero film intended to find out more
● 48% of viewers intended to buy a product
● 58% of viewers would talk about the video to friends and relatives
Within the business, the campaign became the starting point for a move away from rational features and
benefit advertising, prompting an overall change in strategy.
The #RelationshipReconnect campaign is now cited as the new standard in content production for the
brand, and follow up campaigns have since focused on creating thought-provoking and emotionally
engaging content.
3b. STREAMLINING INTERNAL BUSINESS PROCESSES TO SYNC WITH CONTENT MARKETING STRATEGY
As brands embark on producing content themselves, it has created an atmosphere that requires greater
synergy across various departments. To ensure a unified content branding solution, communication and marketing teams need to work more cohesively and collaboratively.
It has also seen the emergence of new content divisions within companies such as Citibank, Standard
Chartered, IHG, and Marriott Hotels, which have gone so far as to change their business models to resonate
better with consumers.
Case Study: AccorHotels
AccorHotels group focused on video, and embarked on a mission to create world class content that’s
authentic, engaging and powerful. The idea was to engage with consumers while they were researching
and booking trips and at touchpoints where video content plays an important role.
In Asia Pacific, the group is present in 18 countries, with over 800 properties offering 156,000 rooms. As part of their content goals, the company has established an editorial committee, where all business units are
represented. This editorial setup is to ensure all bases across markets are covered. The right content, fueled
by the right insight can be created specifically for the markets.
One such initiative is Welcome TV, the hotel’s in-room entertainment network, with content focused
on travel-inspired passion points. The video content produced is also adapted and shared on multiple
platforms such as YouTube, Facebook, Weibo and Instagram – and paired with an amplification strategy to boost reach and engagement.
Lessons learnt during the brand’s 18-month journey so far include the importance of mobile in any strategy, the effectiveness of formats chosen and context delivered, along with deployment of engagement tags to
track. In addition, they included a call to action tied to every content piece. A key strategy was also to use
brand ambassadors to drive their associations and video content. For AccorHotels, this drove significantly higher engagement rates for its content.
3c. DEFINING CONTENT AS CURRENCY AND BUILDING CONTENT HUBS FOR THE LONG TERM
Today many brands have become content creators in their own right, via content hubs that focus on
bringing experiences to their consumers – but Red Bull started it all and remains a shining example of a
successful brand-turned-publisher.
Red Bull is a publishing empire that
also happens to sell a beverage
James O’Brien,
Mashable
Based on data from Tubular Insights, Red Bull has generated more than 40 million video views on YouTube as of early 2017. The company has moved from generating hero pieces of content or tent-pole events to the creation of multiple content series that generates not only engagement from consumers but coverage from
media outlets as well.
From 2016 to early 2017, Red Bull uploaded more than 4,000 videos into their multiple accounts over a 365-day period. Whilst this is a global statistic, it clearly shows their focus on content marketing through a series
of stories cascaded across markets.
It is also clear that many brands who do not have the same global budgets can still achieve the same
within their markets with a similar approach.
Case Study: FairPrice Singapore
FairPrice Singapore wanted to
promote the celebration of food
and togetherness, as well as
encourage more Singaporeans
to cook at home, by delivering
useful and practical content not
only to their loyal customers, but
to grocery shoppers in general.
Their customers were increasingly
tech-savvy and the supermarket
brand needed a smart way to
reach out to them, ahead of their
competitors. The challenge was
to ensure that grocery shoppers
and Singaporeans in general can
obtain useful information that is
entertaining and enriching, all at
their fingertips.
FoodForLifeTV.SG was born in mid-
2014 and carries a mix of free and exclusive content that consumers
need to sign up for.
There’s a saying that goes: “If you wrote a blog
and no one came to read it, did you write
a blog?”
Given that we’re knee-deep in content these
days, creating great content is only half
the battle.
Getting your content read and discovered by the right people at the right time is becoming just as, if not
more, important.
Brands and agencies traditionally make the mistake of heading down the content creation path without
a solid amplification and distribution strategy. Often, brands don’t even consider where the audience will consume the content.
There are so many channels out there that it’s crucial to understand what works and resonates with your
customers. Equally, it’s important to note that budgets should be aligned with the key marketing objectives and the specific barrier of the path to purchase that your brand is trying to solve.
Media and creative agencies tend to have opposing views on how production and distribution budgets
should be allocated. Pedantic ratios such as 80:20 content production to distribution (or vice versa) will result in possible failure to achieve campaign KPIs. If the distribution plan is not part of your content marketing
strategy, it would be best to stop, re-evaluate and ensure that it is.
FoodForLifeTV.sg became an ecosystem that transitioned from online to offline. Based on insights produced through buying behaviours, the brand was able to create food and cookery content that is in line with the
interests and needs of Singaporeans.
The content strategy centered around unique original content in the form of TV shows from Singapore and
around the world such as:
● Video Cookbook – on-demand recipe video bank with hundreds of unique recipes
● Cook School – video series to help improve cooking skills and know-how
● My Food Story – feature stories profiling great Singaporean home cooks
● Wine Club – all the information you need to be a wine guru
● Domestic Goddess – weekly show to help inform, educate and inspire
Results between 2014 and 2016 demonstrated interest sustained beyond the first 3 seconds of watching a video:
● 18 million video views, on and off the platform
● 19 million video and multimedia views, on and off the platform
● Engagement on and off platform stands at 16 million
● 9 million page views on the platform
● People spent an average of 2 minutes on the platform per session
● Session durations averaged at 5 to10 minutes for content that users are passionate about, such as Peranakan food, the Singapore Elections 2015 and Chinese New Year.
THE RIGHT DISTRIBUTION PLAN4
There are various ways of getting your content seen and consumed by your consumers and audiences.
Your strategy should dictate what’s right for your objectives and your level of advancement in your brand’s
content marketing strategy.
At the beginning of this paper, the importance of mapping out your strategy together with your brand’s
paid, owned and earned assets was highlighted. This would be the genesis of the distribution strategy and
the below illustrates a web of distribution opportunities.
This illustration is not an exhaustive list of distribution opportunities and there will be more opportunities within
your brand and market’s media landscape.
Finally, it’s important to always maintain the user’s trust when amplifying content - not ads and product
overviews masquerading as content. Research by the Content Marketing Institute showed that 82% of people said they like getting content from brands as long as it was valuable - the question is to continually
ask what value the user is getting from the content.
Experience it
SOCIAL
THE
AMAZING
CONTENT
CHAT APPS
VIDEO
SYNDICATION/
LIVE VIDEO
CONNECTED
DEVICES
NATIVE
DIGITAL
CURATORS/
PARTNERS
INFLUENCERS
OOH
OWNEDSEM
DIGITAL
RADIO
PR
Case Study: 6 Pack Band: Brooke Bond Red Label Tea
India has an estimated 1.9 million transgender people, known in the country as hijras. Stigmatised
and alienated, hijras find it impossible to get and hold down conventional jobs. Ultimately, many of them
resort to begging to make a living.
In a landmark judgment in 2014, the Indian supreme court ruled that transgender people had equal rights
under the law, and granted legal status to a third
gender. But despite this, hijras still have restricted
access to education, health and public spaces and
until recently were even excluded from effectively
participating in social and cultural life.
It is Brooke Bond Red Label’s (Hindustan Unilever) brand mission to bring people together, making the world
a more welcoming place. The objective was to compel India to confront its prejudices and change the
way ‘the third gender’ are perceived.
Tapping into the country’s rich heritage of music and dance, the company launched The 6 Pack Band,
India’s first transgender pop group. By putting them in the limelight, the intent was to show that they are just like everyone else.
To generate awareness of the 6 Pack Band auditions amongst the transgender community, a team
was created that went to traffic signals and on local trains across various pockets of Mumbai. Over 200 transgender auditioned before the final line-up was determined.
6 Pack Band songs were launched on YouTube. The content needed to reach a mass audience so that
people could look at them differently, with more tolerance.
Three songs were launched over three months. The first was ‘Hum Hai Happy’, a cover of Pharrell Williams’ hit. It’s a vibrant track infused with Indian rhythms, incorporating the hand-clapping gestures synonymous
with hijras.
The follow up was created in collaboration with India’s top musician Sonu Nigam, ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ and reinforced that all people are born equally and they should be embraced for who they are. An acoustic version of this song was also recorded to show the
credibility of the act as real singers and performers.
Soon after launch, leading television music and radio channels played them as part of its programming.
They were available to watch and listen on live-streaming music apps Wynk, Hungama, Gaana and Saavn
and the top mobile operators offered the song as a caller tune, so people could show their support. The
campaign achieved great results and helped drive acceptance of the third gender:
● Over 10 million views of the first 3 songs on YouTube
● 6 Pack Band has been invited to perform live at the prestigious Radio Mirchi Music Awards, the Global Indian Music Awards and at the YouTube Fan Fest
● To date, the campaign has reached more than 25 million people
● Total PR value earned INR 100 million (US$1.5 million) for the three songs launched
HUL’s 6-Pack Band
Elementary Intermediate Advanced
Starting somewhere
1. Start tactically, ‘proof of
concept’2. Define objectives and learning
intent
3. Apply metrics that matter to learn (consumption, lead
generation, sharing, sales)4. Discover and learn what makes
your customers engage
Defining the strategy
1. Define a content marketing
funnel that works for your consumer funnel
2. Define what content can be
created for each phase of your consumer funnel based on the
marketing objectives and challenges you are addressing
3. Define your distribution /
amplification strategy
Strategy on steroids
1. Build your content hub
2. Let content hub insights optimize your marketing strategy and objectives
3. Change your business processes to facilitate content production
4. Create an attribution model for your content marketing channels
5. Define your distribution / amplification strategy
Content Marketing Kick-start Guide
● India’s biggest celebrities, including Sharukh Khan and Hrithik Roshan tweeted about 6 Pack Band and shared their videos, generating support.
● The aim of global awareness was achieved with universal acceptance of the 6 Pack Band.
After years of silence, my brother invited me home.
The people who used to harass us on the
street say, ‘That’s the star from 6 pack band
Komal Jagtap,
6 Pack Band Member
Having a strategy put in place before any content is created is a crucial first step. Whether the strategy is for the short or long-term impact, brands must start somewhere and build towards a more intermediate or
advanced level strategy as they progress.
It is imperative to start small in order to effectively navigate the learning process of developing the right
content pieces for each phase of your brand’s different marketing objectives.
This is to ensure that you are progressing in the right direction in developing content for consumers that add
value to their lives and help your own business objectives in the long run.
Many brands in our region are still within the elementary phase of content creation and this simple guide will
help in crafting the right long-term strategy and setting brands up for success.
With the right insight and knowledge into consumers and their buying patterns, brands would be able to
plan and execute a content marketing funnel and framework that defines the objective of each piece of content they will be creating.
This will in turn lead to the right measurement metrics, which will set the business up for success.
Now, you’re ready to work towards the right strategy with a content planning framework that will
clearly define and guide your long-term content marketing efforts.
SO WHAT’S NEXT FOR MY BRAND?5
This will in turn lead to the right measurement metrics, which will set the business up for success.
Now, you’re ready to work towards the right strategy with a content planning framework that will clearly
define and guide your long-term content marketing efforts.
CONTENT MARKETING:
A FRAMEWORK
Motivation/ Behaviour
Determine: Demographics
Affinity, Intent search signalsSales/ campaign results
CompetitionBenchmarks
Search VolumesExplore: Positive/Negative &
NeutralSocial sentimentCommunity trends
TopicsMarket/ Industry Insights
BenchmarksCustomer Persona’sUnderstand your Audience
Opportunities & Gaps
Channels
Content
PR
Influencers
ROI & Success● Leads
● Sales● Data● Traffic, Reach
● Visits / Engagement
Brand Lift ● Awareness
● Engagement● Consideration
Purchase Intent
KPI’s
STRATEGY
PLAN
CREATE
DATA
ANALYSIS
PLAN & PREPARE
PUBLISH
Outreach & Influencers:Contributions
Content typeNative advertisingChannels
InfluencersSyndications
Outline:Style & Tone of voice
StorylineContent research
Value proposition & USPROi
To: WHO, WHEN, WHERE
DISTRIBUTE
MEASUREMENT
AMPLIFY YOUR CONTENT
NICHE/ MAINSTREAMPublishers
InfluencersAmbassadorsPaid, Owned & Earned media
( Organic & Paid)
Define SuccessTrack Macro Metrics -
Trending, Search, Social metrics, commentaryMicro Metrics: Website,
Campaign, TEST & LEARN, feed back
into KPI’S
TRACK IMPACT