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IAB SEA+India Content Frameworks to Swear By

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Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!

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IAB SEA+India Content Frameworks to Swear By

  1. 1. CONTENT MARKETING FRAMEWORKS TO SWEAR BY INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA CONTENT MARKETING FRAMEWORKS TO SWEAR BY INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA
  2. 2. • Nicholas Pan, Managing Director, Strategy & Commerce, VMLY&R • Chris Lu, Regional Head, Communications, Culture Development, Anymind Group • Dawn Chan, International Business Director, Advertising & Marketing Solutions, The South China Morning Post • Greg Fournier, Executive Director, Strategic Partnerships, APAC, Unruly CONTRIBUTORS INTRODUCTION Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!
  3. 3. Determine: Demographics Affinity, Intent search signals Sales/ campaign results Competition Benchmarks Search Volumes Explore: PosItive/Negative & Neutral Social sentiment Community trends Topics Market/ Industry Insights Benchmarks Customer Persona’s Understand your Audience Opportunities & Gaps ROI & Success: Leads Sales Data Traffic, Reach Visits/ Engagement Brand Lift Awareness Engagement Consideration Purchase Intent Channels Content PR Influencers Outreach & Influencers: Contributions Content Type Native advertising Channels Influencers Syndications Outline: Style & Tone of voice Storyline Content research Value proposition & USP ROI To: WHO, WHEN, WHERE Niche/ Mainstream Publishers Influencers Ambassadors Paid, Owned & Earned media (Organic & Paid) Define Success Macro Metrics: Trending, Search, Social metrics, Commentary Micro Metrics: Website, Campaign Test & Learn: Feedback into KPI’s CONTENT MARKETING FRAMEWORK Source: Content for the Long Haul, IAB SEA+India CONTENT MARKETING: A FRAMEWORK There is no silver bullet to content marketing. Following a step-by-step process helps ensure that you have all bases covered and a well thought out campaign. MOTIVATION/ BEHAVIOUR PLAN CREATE DISTRIBUTE MEASURE ANALYSIS KPI’S STRATEGY PLAN & PREPARE PUBLISH AMPLIFY TRACK IMPACTDATA
  4. 4. ASIAN TRIFECTA APPROACH At AnyMind Group, we use a trifecta approach to content, using a combination of evergreen, social and link-earning content that is localized to the market. This approach also requires us to have a keen ear on the conversations from our clients and the industry, along with having stories and content that deserve to be told. Providing content that resounds and educates in the markets we're in ensures we reach a regional audience. Source: Content for the Long Haul, IAB SEA+India ” ” Long gone are the days marketers bombard audiences with promotional messages. Earned content enjoys greater influence and brand recall. Engage a two-way dialogue with your consumers by having clearly defined paid, owned and earned strategies for each content piece. Chris Lu, Regional Head, Communications, Culture Development, AnyMind Group
  5. 5. HERO, HUB, HELP HELP: Answer the questions your consumers are asking to create programming that is always relevant throughout the year. Consider making product tutorials, how-to lessons or customer service videos. 3 HUB: Episodic or multi-part series designed to give a fresh perspective on your audience’s passions and interests. This is often staggered throughout the year. 2 HERO: This is the content you want to push to a big, broad audience. Most likely, you’ll only have a few hero moments per year—for example, major product launches or seasonal tent poles. 1 HELP HUB HERO While frameworks are not often used in a media company using a journalistic lens to tell brand stories, we do find the Hero-Hub-Help model to be useful. The framework helps us program and distribute our content - especially for an in-depth series or a content channel that's long-term - to factor in reader interests, needs and attention spans. ” ”Dawn Chan, International Business Director, Advertising & Marketing Solutions South China Morning Post Are you churning out content for content’s sake? Clearly defining the role and objectives of each piece of content in your marketing strategy helps you prioritize your investments and focus. Source: Programming and Channel Strategy, Think with Google
  6. 6. Just as marketers can't do everything at once, neither can video content. Advertisers need to be clear about whether they want their video content to make consumers 'think' about their brand or product, 'feel' the love for their brand or product, or 'do' something by taking action. To this end, we've analysed video creative lengths and mapped these back to various outcomes - to help our clients understand the ideal video length for 'think', 'feel' and 'do' campaigns and ensure their creative is fit for purpose." THINK, FEEL, DO Greg Fournier, Executive Director, Strategic Partnerships, APAC, Unruly Adapted from Harvard Business Review's Orchestrator Model, this model categorises marketing functions into three broad types; 'think' marketers who use data to build insights, 'feel' marketers who focus on consumer engagement and 'do' marketers who develop content. ” ” Average knowledge by length of ad Average brand favourability by length of ad Average purchase intent by length of ad
  7. 7. “Makes me laugh” “This is me.” “Helps me connect” “Helps me...” “Makes me feel...” Makes you laugh : Good clean fun Content that is just good, clean and non-offensively funny This is me (Self-depreciating) Content that helps you make a joke about yourself (often critical) This is us Content that precisely describes your bond with someone Helps you learn something about yourself Content that reveals something you may not have known about yourself, typically in a quiz result Faith restored Content that lets you know there’s still good out there BUZZFEED’S CULTURAL CARTOGRAPHY Dao Nguyen, Publisher at Buzzfeed, shares in her TED Talk how her team creates their quizzes, lists and videos, with a system developed using data to understand how people use content to connect and create culture. Source: Dao Nguyen, What Makes Something Go Viral?, Ted.com Nicholas Pan, Managing Director, Strategy & Commerce, VMLY&R Learning from Buzzfeed’s Cultural Cartography, content marketers can use this as a framework to develop content that engages their consumers. ” ”
  8. 8. CONTENT MARKETING FRAMEWORKTHINK, CREATE, OPERATE CREATE OPERATETHINK AUDIENCE Demographics Psychographics Personalities Attitudes Consumer Behaviour Content Preferences Media Consumption Habits CONTENT STRATEGY Why: Value Exchange Who: Brand Personality What: Campaign / Always-on? Where: Content Type How: How it will happen Factors to consider: Format Duration Medium/ Channels Location/ Distribution Management & optimisation MEASUREMENT & OPTIMIZATION Behavioural Response Metrics: Engagement, CPM, Viewability & Validation Brand Impact Metrics: Aided Brand Awareness, Online Ad Awareness, Message Association, Brand Favourability, Purchase Intent RIGHT FORMAT, RIGHT PLATFORM Format Screen size Shape Orientation Subtitles & captions Length Sound on/off Trends, events, tactics Hyperlocal nuances DISTRIBUTION Budget Reach Channels Information architecture Amplification Strategy Source: Developing Effective Content for your Audience, IAB SEA+India Think you have a solid content strategy? Use this as a final checklist to ensure that you have considered all factors!
  9. 9. hello@iabseaindia.com www.iabseaindia.com INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA FOR MORE RESOURCES

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