SITEC E-COMMERCE CLASS SECOND MODULE IS EC 201: CONTENT MANAGEMENT Content management is the process of organizing and consolidating these pieces of content in the most efficient way. The organized content can then be used over and over again (content reuse) for many different publications and re-purposed for multi-channel publishing. Various types of content management systems exist to meet the needs of users in a range of different industries. Content management can entail anything from managing a website’s digital assets to storing enterprise documents such as branding guidelines, business plans, emails, and more. Company : Web TV Asia Coach : Chia Chia

1. CONTENT MANAGEMENT
GOAY CHIA CHIA
26 March 2019
LEARN. CREATE. INFLUENCE

2. 2

3. 3

4. Content Management is a
very Broad Term.
So what EXACTLY are we
talking about here?

5. WHAT IS CONTENT?

6. Any information or experience
that your brand is directing to
its audience is content

8. Content can appear as any...
Text
Picture
Sound / Music
Video
or
Event

9. ON GROUND
EVENT
FESTIVAL
BOOTH
STORE
ROADSHOW
DIGITAL VIDEOS
HOW TOs
PRODUCT
REVIEWS
SKITS
TUTORIALS
INSPIRATIONAL
COMEDY
PR
ONLINE
TRADITIONAL
DIGITAL
PRESS
CONFERENCE
TELEPHONE
E-BLAST
SOCIAL MEDIA
INFLUENCERS
ENGAGEMENT
POSTS
INSTAGRAM
VIDEOS
YOUTUBE VLOG
FACEBOOK
VIDEOS
ON SITE MEDIA
GUERILLA MARKETING
E-SCREENS
AMBIENT AD
BUS WRAPS
BILLBOARDS
Content can take the shape or form of any medium...
TRADITIONAL
PRINT
RADIO
TV

10. ON GROUND
EVENT
FESTIVAL
BOOTH
STORE
ROADSHOW
DIGITAL VIDEOS
HOW TOs
PRODUCT
REVIEWS
SKITS
TUTORIALS
INSPIRATIONAL
COMEDY
PR
ONLINE
TRADITIONAL
DIGITAL
PRESS
CONFERENCE
TELEPHONE
E-BLAST
SOCIAL MEDIA
INFLUENCERS
ENGAGEMENT
POSTS
INSTAGRAM
VIDEOS
YOUTUBE VLOG
FACEBOOK
VIDEOS
ON SITE MEDIA
GUERILLA MARKETING
E-SCREENS
AMBIENT AD
BUS WRAPS
BILLBOARDS
TODAY, WE WILL FOCUS ON THESE TWO:
TRADITIONAL
PRINT
RADIO
TV

11. SO WHAT IS
CONTENT MANAGEMENT?

12. Content management is a set of
processes and technologies that
supports the collection, managing,
and publishing of information in any
form or medium.

13. TEXT
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term motor neuron disease for a group of conditions of which
ALS is the most common.
To raise funds for ALS and increase awareness of the
condition to society, I would like you to support our cause by
making a donation to our organisation.

14. PHOTO

15. If a picture is worth a thousand words…
a video is worth 10,000 words

17. Every business must be
producing content
or you are
IRRELEVANT.

18. Content = Attention = TRAFFIC

19. Core to Content Management is:
Content Strategy (what)
Content Marketing (how)

20. Why does content marketing improve conversions?
Content allows you to connect with your customers.
Customers crave connections. They want to feel engaged.
If you do a good job connecting, it will increase:
● engagement and brand loyalty,
● which will boost conversions and
● increase sales.

21. Now, more than ever, it is easier to connect to your customers
and distribute your content

22. The Facts Speak for Itself

23. More brands are moving
towards
Digital and
content marketing to target
consumers.

24. Growth in demand in
INFLUENCER
MARKETING
&
CONTENT
MARKETING
MORE AND MORE BRANDS USE CREATORS/INFLUENCERS TO MARKET PRODUCTS through Youtube, Instagram, and Facebook

28. WATCHING VIDEO IS NUMBER 1 ACTIVITY

29. VIDEO IS NUMBER 1

30. VIDEO
Is the most powerful and engaging
content today

31. WHY VIDEO?

32. “Social media VIDEO generates 12x MORE
SHARES than text & images combined.”
BY: WORDSTREAM

33. “Social Media Videos don’t need to
“hard sell” (push) a product.
Instead, it is a “soft sell” (pull)
for your audience.
They want to see and share it because it
gives them value.”

34. So WHY VIDEO?
Because everyone
watches it the most

35. 1. Increases Engagement

37. 2. Adds Personality to Your Brand

38. 3. Videos Showcase Your Products Better

39. 4. Videos Provide Visual Explanations

42. 5. Raise Retention Rates on Your Website

43. 6. Increase Customer Conversions and Boost Sales

48. CONTENT
LEADS TO
ENGAGEMENT

49. SO HOW DO YOU START?

50. CLARIFY
CHOOSE
CONCLUDE CREATE
COORDINATE
COMMUNICATE
COLLABORATE CONNECT
CONTENT
MANAGEMENT
CYCLE

51. CREATE
● Create content to promote your channel
○ Picture
■ GIFs
■ Posts to FB/IG
■ Ads
○ Videos
■ Teasers/Trailers
● Contests
● Call to Actions
Picture Content
Call to Action

53. CHOOSE
● Decide on Paid Boosting or Organic
● Organic
○ Free
○ DIY sharing

54. CONNECT
● Examine Audiences - what are other videos/contents, they engage to
the most?
● Examine analytics - what is the source of your traffic, how did they
come to your video?
Which videos your audience spent most time watching?

56. COMMUNICATE
● Engagement - get people to share and repost
● Tap into the relevant Community (gaming, makeup, unboxing, etc).
● Monitor the comments

58. CONCLUDE
● Analyze the data
● Tweak or Replicate successful content and strategies

59. How do you
manage your content?

60. CONTENT PYRAMID
DOCUMENT PILLAR CONTENT
DISTRIBUTE
ACROSS
SOCIAL MEDIA
REPURPOSE INTO MICRO
CONTENT

61. CONTENT PYRAMID
DOCUMENT PILLAR CONTENT
DISTRIBUTE
ACROSS
SOCIAL MEDIA
REPURPOSE INTO MICRO
CONTENT
ONE LONG FORM PIECE OF CONTENT IN VIDEO (VLOG/LIVE
VIDEO/TALKSHOW ETC)
CREATE SHORT FORM PIECES OF CONTENT
(ARTICLES/PICTURES/MEMES/QUOTES/STORIES/COLLAGE/GIFS)
DISTRIBUTE ALL CONTENT ACROSS RELEVANT SOCIAL MEDIA

62. INSTAGRAM
BLOG
PODCAST
LINKEDIN
YOUTUBE
FACEBOOK

63. FACEBOOK
INSTAGRAM
YOUTUBE

64. Video
Content
Ideas
for Brands
HOW TOs/TUTORIALS
PRODUCT REVIEWS
TIPS & TRICKS
TOP 10
TALK SHOW
CURATED CONTENT
INFLUENCER COLLABORATION
NEW IP’s / SERIES
INSPIRATIONAL
COMEDY

65. OPTIMIZING your content

66. Which social media to use when sharing content?
(Post & Story), Post a highlight for Insta video / Post.
Story to showcase a snippet and link to the main content.
IGTV (Max 10 minutes)
Facebook: (Full Video, Pictures, Blogs & Text)
YouTube: (Full Video)
Uses of Social Media Platforms to Publish Your Video

67. 1. DISPLAYING your content

68. INSTAGRAM

69. SQUARE PORTRAIT

70. SQUARE PORTRAIT

71. FACEBOOK

72. Every video has to be OPTIMIZED to reach
maximum result

73. “Square videos take up 78% more space in the
News Feed and have consistently outperformed landscape
videos by getting 45% more engagement.”
BY: HUBSPOT

74. LANDSCAPE SQUARESQUARE

75. 2. TITLE & SUBTITLE

76. “85% of its 30-second video views are
watched without sound”
BY: FACEBOOK MILLENNIAL NEWS

77. Videos WITHOUT Title & Subtitle

78. Videos WITH Title & Subtitle

79. 3. Attractive THUMBNAIL

80. A good THUMBNAIL is worth
a thousand words

81. Vibrant, contrast &
Good Looking Pictures

84. Include Text

87. 4. Power of Description

88. Have a good
caption / description
in your content

89. People only focus on the beautiful
picture and nothing more.

90. It is advisable to include more words to make
your story more appealing. To make the
whole content pops and better connect
to your audience.

91. Include Call to Action

93. Tagging other people will INCREASE ENGAGEMENT.

94. 5. Include HASHTAGS

95. “With approximately 70% of Instagram content going unseen and out
of user’s feeds, hashtags help increase discoverability & visibility.”
BY: FACEBOOK MILLENNIAL NEWS

96. People must first NOTICE you before they
can INTERACT with you

97. Post a Picture
Put relevant
#hashtags
Appear on
#hashtags pages

98. Be Consistent

99. Here’s some
FREE TIPS
For you!

102. WANT TO KNOW MORE?

103. Asia’s Premier Creators Training
Programme
WHO WE ARE
We are Asia’s Premier Creator Training Programme.
We empower future creators with the right skills and knowledge to have
a career by creating compelling videos to succeed in the digital world.
Our online training videos and on-ground workshops are conducted by
the best digital content producers in Asia.

104. “
104
TOPICS TAUGHT
CREATIVE
Storytelling
for brands
Video
Ideation
Brand Values
Video
Platforms
CAMPAIGNS
Campaign brief
Strategy
Objectives
Awareness
Call to Action
HOW TO GO
VIRAL
Secrets to
success
Reaching
your target
Demographic
Viral Seeding
Marketing
PR
TRENDS &
ANALYSIS
What’s hot
Campaign
Monitoring
Measurements
Engagement
CORPORATE TOPICS
SOCIAL MEDIA
MANAGEMENT
Strategy &
Planning
How to work with
influencers
Who to work
with
Platforms
ONLINE
ADVERTISING
Branded
content
Influencer
Marketing
Online ads
Boosting

105. “
105
WHO SHOULD ATTEND OUR
COURSES
CORPORATE
Managers and staff in the following departments:
● Marketing & Promotions
● Public relations
● Corporate Communications
● Publicity
● Social Media
● Digital Marketing
● Creative
● Advertising
● Events/on ground activation
● Strategy & Planning
CREATORS
Anyone from 15 years of age and above:
● Aspiring video creators who do not yet have an
online video channel
● Newly launched creators who want to learn more
on how to improve their content and grow their
channel
● Video creators who want to learn how to increase
their subscribers and monetise further
● Social media influencers/KOLs (like
instagrammers) who want to become video
creators
● Talents - actors, models, singers, dancers, speakers,
etc who want to go online with video
● Filmmakers / directors
● Video producers
● Social media managers
● Students of communications, media, marketing,
and PR

106. 106
TOPICS TAUGHT
CREATIVE
Building your
channel
Direction
Inspiration
USP
Branding
Storytelling
Performance
Genre
PRODUCTION
Filming
Editing
Music/Sound
Graphics
Camera
Techniques
Apps
Software
Equipment
BUILDING
AUDIENCES
Engagement
Increase
subscribers
Social Media
Platforms
Themes &
Formats
Strategy
Marketing/PR
MONETISATION
Youtube
Branded
Content
Merchandise
Onground
events
Collaborations
Partnerships
CREATORS TOPICS
YOUTUBE
OPTIMISATION
Analytics
Working with an
MCN
SEO
Tagging
Keywords
Copyright
BRANDED
CONTENT
How to work
with Brands/
Agencies
Budgeting
Objectives
Social Media
Strategy

107. Tag Us
#webtvasia
#creatorsacademyasia
#caa
http://bit.ly/sitecwta

108. Thank you