Coming to the end of our first year of business and has it been a roller coaster! Building a base of clients, market testing new products and figuring out what services clients are willing to pay for. Starting a business or founding a startup as Elon Musk says is like "chewing on glass staring into the abyss". Having said that Content Marketing has been the big turning point for Asia Advisory, creating our own original thinking, amplifying industry research and sharing this across social platforms. If you're thinking about your own business idea or how to get more awareness for your passion project have a look, I hope you get something out of it...

1. Building a killer Content Marketing Strategy
Adam O’Neill
https://asiaadvisory.co

2. What you’ll
get out of
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. @thisisadamadammarkoneill
@oneill.photographyasiaadvisory.co

4. A killer
content
marketing
strategy
Helps people understand 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 about you!

7. Beyond demographics
WHAT THEY THINK AND
FEEL
WHAT THEY SAY AND DO ADDRESSES THEIR PAIN
POINTS WITH BENEFITS

8. Consider using a Brand empathy map

9. The Consumer Journey
Source: McKinsey & Company

10. Awareness:
“I need help to…
(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
with data
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: Sydney Charter 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 of Sydney 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 People Corporate 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. Honeycomb
of
creating
High-Value
Content
Source: General Assembly

17. Hero Hub Hygiene
Brand Story 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,
Hub or
Hygiene?

20. Is this Hero,
Hub or
Hygiene?

21. Is this Hero,
Hub or
Hygiene?

22. Inspiration
for your
business

23. B2B
Services
https://youtu.be/X1Rr5BFO5rg

24. B2C
Services
https://youtu.be/XCuxH3PW7p8

25. B2C
Products
https://vimeo.com/298552299

26. Sourcing & Creating Content

27. Setup “free” alerts

28. Different Goals for different platforms
Community Building
Thought Leadership
Customer Service
Product Storytelling

29. How we use content marketing
Source: McKinsey & Company
Infographics
Newsletters
Video <2mins
Research,
Whitepapers,
Linkedin
Press Releases
Facebook
Group

30. Creating
a
Content Calendar

32. Automation Tools

33. Measurement
RSS Feeds Competitor Alerts Social Listening

34. A killer content strategy improves SEO

35. “The more content I put out,
the more luck I have”
Gary Vaynerchuk adam@asiaadvisory.co