Download to read offline
Killer Content Marketing - Asia Advisory
- 1. Building a killerContent Marketing Strategy Adam O’Neill https://asiaadvisory.co
- 2. What you’ll get outof today How to understand your customers Creating + sourcing unique content Hero, Hub and Hygiene content Automation and Scheduling Measurement Free tools to get you started
- 3.
- 4. A killer content marketing strategy Helps peopleunderstand your purpose and business goals Will build trust and rapport with your target audiences Ultimately strengthens SEO to get more customers…
- 5. It isn’t aboutyou!
- 7. Beyond demographics WHAT THEYTHINK AND FEEL WHAT THEY SAY AND DO ADDRESSES THEIR PAIN POINTS WITH BENEFITS
- 8. Consider using aBrand empathy map
- 9. The Consumer Journey Source:McKinsey & Company
- 10. Awareness: “I need helpto… (solve a problem, answer a need, find a solution)” Consideration: “I think (company) is… because… ” Advocacy: “This is the best / worst ….experience” Retention: “I’d buy it again, in fact I wish I found this earlier” Source: McKinsey & Company addressing challenges
- 11. Now, let’s fill these frameworks withdata Customer interviews – literally talk to them! Social Media Monitoring to listen and support them Feedback from your internal teams; sales teams, community managers Feedback surveys or commission market research
- 12. Case Study: SydneyCharter Boat Sydney Charter Boat is a tourism and experience provider based in Sydney. It is an owner operated business and has been running for 10 years. They have commissioned Asia Advisory for marketing to new target audiences and get more customers for their cruises. Digital Marketing is a new area for this business, they have a new website and social media presence but have not conducted campaigns or content marketing for these channels or audiences. https://sydneycharterboat.com.au
- 13. “The mission ofSydney Charter Boats is to provide customers with an unforgettable experience of Sydney Harbour with Australian food and wines delivered with world class service.” Todd Hull, Owner
- 14. Local Party PeopleCorporate Organisers Experience Seekers International Students Under 40’s who live in Sydney and have a significant birthday or life event to celebrate. Meeting organisers, Event Managers, EAs, PAs. The research & proposal manager International and Inter- state visitors who are looking to experience Sydney like a local People who are new to Sydney and are looking for things to do outside of the classroom. Sydney Charter Boat’s Target Audiences PROVEN / MAINTAIN TESTED / GROW EXPLORE / GROW EXPLORE / GROW 80% BOOKINGS MOSTLY VIA AGENTS 15% BOOKINGS MOSTLY VIA AGENTS 5% BOOKINGS MOSTLY ITOs NEW OPPORTUNITY
- 15. Customer Persona –International Student Name: Jeorge Rodriguez Quote: “I came to Sydney to learn English, I’m not sure how long I can stay here so want to do as much as I can” Needs & Goals Challenges Behaviours Demographics Want to make the most of time in Sydney Small group of Brazilian friends but up for meeting some locals and possibly a girlfriend Earn some money and hopefully apply for university here once I pass the IELTS exam. Living in Sydney is expensive Working part time and learning English. I’m a bit behind on my homework. Not sure what to do on weekends that’s not too expensive Don’t want to waste more money on drinking Usually go to the monthly networking parties organised by ILSC college. Have a good collection of new Sydney friends on Facebook Lives with 3 other students in North Bondi so often talk about what’s happening on weekends. Weekends in Sydney are great, some of the best parties have been having a BBQ on Sunday down at Coogee beach Male 24-35 years Born Sao Paulo, Brazil Works as a part-time construction contractor Studying in evenings at ILSC Language College Earning $450 per week
- 16.
- 17. Hero Hub Hygiene BrandStory telling Entertaining & Inspiring Large scale, resource heavy Video and Copywriting May go “viral” / Support with Paid 3-4 times per year Focus on customers passions & pain points Infographics / GIFs / Imagery The reason customers would “follow” or “subscribe” Regular, periodic posts Helps you get found through Search engines Keyword loaded Provide the best answer to a problem or challenge Regular, based on real- time conversations and active searches Source: Google Insights
- 19. Is this Hero, Hubor Hygiene?
- 20. Is this Hero, Hubor Hygiene?
- 21. Is this Hero, Hubor Hygiene?
- 22.
- 23.
- 24.
- 25.
- 26. Sourcing & CreatingContent
- 27.
- 28. Different Goals fordifferent platforms Community Building Thought Leadership Customer Service Product Storytelling
- 29. How we usecontent marketing Source: McKinsey & Company Infographics Newsletters Video <2mins Research, Whitepapers, Linkedin Press Releases Facebook Group
- 30.
- 32.
- 33. Measurement RSS Feeds CompetitorAlerts Social Listening
- 34. A killer contentstrategy improves SEO
- 35. “The more contentI put out, the more luck I have” Gary Vaynerchuk [email protected]