The 1st in Asia | Growth Marketing Academy 🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻 👉🏻Join Now: https://bit.ly/3kUligs 【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】 ✍🏻What will I learn… 1.How to optimize your content marketing efforts in the harsh period 2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue” 3.How businesses can stay relevant, emerging at the end of this crisis as winners 4.Current examples from The Economist to showcase these skills 👨🏻‍💼Meet Our Speaker - Alice Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index. 🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel! 👉🏻 learn more: https://www.growthmarketer.academy/

1. © Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL
5 tips to create successful content in the covid-19 era
Alice Tong | Head of Marketing APAC, Content
Solutions, The Economist

2. Who are you
❖ Head of Marketing APAC, Content Solutions, The Economist
❖ Hands-on experience and regional exposure on large integrated
campaigns that involves content marketing, advertising, social media,
project management, events, PR, market research
❖ Launched the company’s most successful thought leadership project -
Safe Cities Index. The project has been renewed twice since 2015 and
has remained the most well-covered research with 400+ news stories in
the 2019 edition
❖ Why am I here?

4. ● What is content marketing and why does it matter now?
● 5 tips to create successful content with actionable tactics
● A challenge to YOU
Agenda

5. What is content marketing and why does it matter now?
Great content is created when
information and experience are
combined to generate an emotional,
memorable, and relevant interaction.
When the 3 elements of content
combine, the content is relevant, timely,
and presented in a way and location
that the target audience prefers.

6. Trust goes a long way
● Over 80% of respondents want brands to be a reliable news source, educate people,
and bring people together
● 89% want brands to communicate about how they are supporting and protecting their
employees and customers; 88% want brands to let them know about changes in how
the brand is operating
● 84% would like to see how brands help people cope with pandemic-related life
challenges
● 37% have started using a new brand because of the way they have responded to the
outbreak
● 71% say they will LOSE TRUST in brands that place their profits before people; 33%
said they have convinced other people to stop using a brand they felt was not acting
appropriately in response to the pandemic
Source: Edelman trust barometer special 2020

7. How can companies maintain trust during a
crisis?
1. Show up and do your part
2. Don’t act alone
3. Solve, don’t sell
4. Communicate with emotion, compassion and facts
Source: Edelman trust barometer special 2020

8. "Without great content, companies will struggle to get the levels of
engagement they require even if they are masters of data-driven
marketing. And without effective personalisation and targeting,
compelling content on its own won't be enough for companies to
provide great customer experiences in context for individuals at
scale."
- 2020 Digital Trends by Adobe and Econsultancy

9. More marketers are
using content to
drive CX and sales
● Marketers find optimising the customer
experience the most exciting opportunity for
2020 across the board (19% in APAC)
● 14% in APAC think creating compelling
content for digital experiences is the most
exciting
● 30% in China, 25% in ANZ, 17% in India
see content marketing as a priority
Source: 2020 Digital Trends Reportby Adobe and Econsultancy

10. Good thought leadership drives business
results
● 89% of business decision makers said that thought leadership can be effective in enhancing their
perceptions of an organization
● 59% of business decision makers use thought leadership to assess a company’s capabilities
● 49% say TL influences their purchase decisions
● 48% of decision makers spend 1hr+ / week engaging TL content
● 42% said that they are more willing to pay a premium to work with an organization that produces thought
leadership versus those that do not
● 38% lose respect for an organisation after reading their TL; 27% say they've decided not to do business with
an organisation after reading their TL
● Only 15% of them rate the quality of TL they consume as very good / excellent
● 74% TL producers have no way to link sales or wins to their TL
Source: 2020 Thought Leadership Impact Study by LinkedIn and Edelman

11. Source: 2020 Thought Leadership Impact Study by LinkedIn and Edelman

12. Source: 2020 Thought Leadership Impact Study by LinkedIn and Edelman

13. More execs are consuming thought leadership content
and taking it into consideration in their buying process.
However there is a lack of quality content available.
Low quality content has an adverse effect on brand
perceptions and purchase decisions. Quality content
can be the differentiator for companies.
Good thought leadership content should be timely,
brief, relevant, it should bring new perspectives, and
should be distributed effectively.

14. 5 tips to create successful
content

15. #1. Stay relevant, but not opportunistic

16. #1. Stay relevant, but not opportunistic

17. #1. Stay relevant, but not opportunistic

18. Where is your next meal gonna be?
vs

19. Source: Unruly

20. The Digital Airline
Purchase intent: 57% (vs 39% SG norm)
Emotional responses:
- Pride (18% vs 3%)
- Inspiration (16% vs 8%)
- Happiness (13% vs 8%)
Respondents in SG find positive brand
values such as high quality (94%), genuine
(93%), credible (92%) and innovative (88%)

21. #1. How The Economist is staying relevant

22. #1. How The Economist is staying relevant
Covid-19 hub
Cases and deaths tracker
Covid-19: tracking the pandemic

23. #1. How The Economist is staying relevant

24. #2. The 5Ws of content marketing
1 Why?
2 What?
3 Who?
4 How?
5 Where?
Defining the goals and objectives of the content will inform the content strategy and
measurements. Align marketing goals with business goals.
Develop a content strategy based on your understanding of your target audience and what
they would like to see, as well as your marketing objectives.
Define your target audience based on your marketing and business goals. Internally,
understand who the stakeholders are in the content creation process.
Find out the resources / budget you have for creating content, choose a partner / vendor /
internal resource that can help you achieve your marketing objectives..
Understand where your audience is and where they consume content, which will give insights
into where the content should be hosted and amplified.

25. #3. Understand your customer personas and
map out their customer journeys
A customer journey map tells the story of the customer’s experience: from initial contact, through the process of
engagement and into a long-term relationship.
It may focus on a particular part of the story or give an overview of the entire experience. It identifies key
interactions that the customer has with the organization. It talks about the user’s feelings, motivations and
questions for each of these touchpoints. It provides a sense of the customer’s greater motivation. What do they
wish to achieve? What are their expectations of the organization?
Most of all, a customer journey map puts the user front and center in the organization’s thinking. It shows how
mobile, social media and the web have changed customer behavior. It encourages people across the organization
to consider the user’s feelings, questions and needs.

26. #3. Customer personas
Buyer personas help you understand your customers
(and prospective customers) better. This makes it
easier for you to tailor your content, messaging,
product development, and services to the specific
needs, behaviors, and concerns of different groups.
Customer personas help marketers understand:
- Where do customers spend their time?
- How do they communicate?
- What content do they care about?
- Who do they trust?

27. Head of marketing - Alice

28. Customer Journey:
Lead Nurturing
Stranger Subscriber /
Lead
MQL Opportunity /
Demo
Deal Closed to
Go-Live/Handoff
What is the lead
thinking, feeling, or
doing?
Curious This seems useful for
my job
This looks interesting Show me how you can
make my work easier
Ok, I’m sold, for now
Who from our
company is the
lead hearing from
or talking to?
Internet Website Website Sales Sales
What content from
our company is the
lead interacting
with?
YouTube videos Digital Trends 2020
report
Webinar Request for demo /
RFP /
Chatbot /
Pricing
Onboarding materials
What can we do to
expedite this
process?
Target by social media
/ email marketing
Show key findings of
the report
Show speakers and
agenda
Value-based selling /
Trial /
Discounts
Practical user guides /
Videos
What can we do to
make the lead
more comfortable
in decision making?
Show value Content can be viewed
on-demand later, no
spam
Show an understanding
of the customer’s
problem and the
solution at an
affordable price
Customer service

29. #4. Experiment!
One complain I hear about most often from
marketers is that they don’t have enough time to do
everything they want to do (myself included).
- Content formats
- Channels
- Creatives
Test -> Measure -> Optimise
- A/B testing
- Multivariate testing
Available on Spotify and iTunes

30. #4. Experiment!
To understand and track private-sector views on
the impact of covid-19, how businesses are coping
and their plans for the next three months and
beyond, The Economist Intelligence Unit developed
the Global Business Barometer (GBB).
We asked 2,758 global executives from 118
countries questions ranging from their outlook on
the global economy and investment plans to
operational and risk management strategies. The
GBB is sponsored by SAS and will be updated
regularly to track changes in sentiment over time.

31. #5. It pays to be good
Economic purpose - where social purpose
and good business intersect.
To understand what it means for a
business to operate with purpose. The
Economist Group surveyed a global panel
of executives online, in association with
Salesforce and Genuinely, in July and
August 2017. The survey included 1,497
global business professionals.

37. Source: Covid-19 consumer survey by Unruly

38. Source: Covid-19 consumer survey by Unruly

39. How you make your money is more important than
how much you make.
- Gary Vaynerchuk

40. The challenge

41. What will YOU, as a company,
or as an individual, do to help
during these trying times?

42. © Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL
Connect with me on LinkedIn
© Growth Marketer Academy 2019 / PROPRIETARY & CONFIDENTIAL