SlideShare a Scribd company logo
CONTENT MARKETING FRAMEWORK
JAN, 5 2015
Copyright(C) 2014 Moore Corp. All Rights Reserved.
IT IS SIMPLE, JUST ASK YOURSELF 5 QUESTIONs:
• WHO
• WHY
• WHAT
• WHERE
• WHEN
HOW TO CREATE A CONTENT MARKETING CAMPAIGN
Copyright(C) 2014 Moore Corp. All Rights Reserved.
All the content starts with the audience.
WHO
Copyright(C) 2014 Moore Corp. All Rights Reserved.
Sit down, do some research and think carefully about:
- Who is your target audience?
- What do they do?
- What do they like?
- What is their hobby?
- How about their incomes?
- What is their daily activities?
- ----
Try to ask more, observe more, write down their daily routine.
Then, find out their NICHE.
WHO
Copyright(C) 2014 Moore Corp. All Rights Reserved.
Case Study:
- SG24H: Young People with A, B incomes are very busy, have
deep knowledge, away from hometown, and always want to
enjoy the best food, go to the best place in Saigon
SG24H try to build useful content such as “top 10 best bánh
tráng trộn in Sai Gon”, “where to go what to eat in DaLat,..”
 1st search page result with keyword “nhất Sài Gòn”
- Digital Activity Report: There is many reports, but there is no
Digital Activity Report by Industry.
 Moore try to make the report with useful and ontime
information and share it free on social network
WHO
Copyright(C) 2014 Moore Corp. All Rights Reserved.
PEOPLE HAVE THEIR OWN BUSINESS.
WHY THEY LISTEN TO YOU?
WHY
Copyright(C) 2014 Moore Corp. All Rights Reserved.
The content should
related,
useful and
easy to access
for target audience
WHY
Copyright(C) 2014 Moore Corp. All Rights Reserved.
YOU HAVE THE REASON, BUT WHAT DO YOU WANT TO SHARE
WITH AUDIENCE:
• Article?
• Image?
• Tell a story?
• Video?
• Info graphic?
• Sharing experience?
• ----
WHAT
Copyright(C) 2014 Moore Corp. All Rights Reserved.
IT ALL DEPEND ON YOU.
LET’S THINK OUTSIDE THE BOX
WHAT
Copyright(C) 2014 Moore Corp. All Rights Reserved.
WHICH PLATFORM DO YOU WANT TO SHARE ON?
• Facebook?
• Google?
• Youtube?
• Website?
• Forum?
• Pinterest?
• Slideshare?
• ---
WHERE
Copyright(C) 2014 Moore Corp. All Rights Reserved.
JUST OBVERSE AND ASK:
WHERE IS THE PLACES MOST OF MY AUDIENCE GATHER?
WHERE
Copyright(C) 2014 Moore Corp. All Rights Reserved.
• Which day?
• Which hour?
Try to catch up update news of each platform, find out when is
most reachable and interactive
WHEN
Copyright(C) 2014 Moore Corp. All Rights Reserved.
IT HEARD SIMPLE, BUT WE NEED TO PREPARE AND IMPROVE
MANY THINGS BEFORE PLANING A CONTENT MARKETING:
• Read more
• Enjoy more
• Live more
HOW TO CREATE A CONTENT MARKETING CAMPAIGN
THANK YOU

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Content marketing framework

  • 2. Copyright(C) 2014 Moore Corp. All Rights Reserved. IT IS SIMPLE, JUST ASK YOURSELF 5 QUESTIONs: • WHO • WHY • WHAT • WHERE • WHEN HOW TO CREATE A CONTENT MARKETING CAMPAIGN
  • 3. Copyright(C) 2014 Moore Corp. All Rights Reserved. All the content starts with the audience. WHO
  • 4. Copyright(C) 2014 Moore Corp. All Rights Reserved. Sit down, do some research and think carefully about: - Who is your target audience? - What do they do? - What do they like? - What is their hobby? - How about their incomes? - What is their daily activities? - ---- Try to ask more, observe more, write down their daily routine. Then, find out their NICHE. WHO
  • 5. Copyright(C) 2014 Moore Corp. All Rights Reserved. Case Study: - SG24H: Young People with A, B incomes are very busy, have deep knowledge, away from hometown, and always want to enjoy the best food, go to the best place in Saigon SG24H try to build useful content such as “top 10 best bánh tráng trộn in Sai Gon”, “where to go what to eat in DaLat,..”  1st search page result with keyword “nhất Sài Gòn” - Digital Activity Report: There is many reports, but there is no Digital Activity Report by Industry.  Moore try to make the report with useful and ontime information and share it free on social network WHO
  • 6. Copyright(C) 2014 Moore Corp. All Rights Reserved. PEOPLE HAVE THEIR OWN BUSINESS. WHY THEY LISTEN TO YOU? WHY
  • 7. Copyright(C) 2014 Moore Corp. All Rights Reserved. The content should related, useful and easy to access for target audience WHY
  • 8. Copyright(C) 2014 Moore Corp. All Rights Reserved. YOU HAVE THE REASON, BUT WHAT DO YOU WANT TO SHARE WITH AUDIENCE: • Article? • Image? • Tell a story? • Video? • Info graphic? • Sharing experience? • ---- WHAT
  • 9. Copyright(C) 2014 Moore Corp. All Rights Reserved. IT ALL DEPEND ON YOU. LET’S THINK OUTSIDE THE BOX WHAT
  • 10. Copyright(C) 2014 Moore Corp. All Rights Reserved. WHICH PLATFORM DO YOU WANT TO SHARE ON? • Facebook? • Google? • Youtube? • Website? • Forum? • Pinterest? • Slideshare? • --- WHERE
  • 11. Copyright(C) 2014 Moore Corp. All Rights Reserved. JUST OBVERSE AND ASK: WHERE IS THE PLACES MOST OF MY AUDIENCE GATHER? WHERE
  • 12. Copyright(C) 2014 Moore Corp. All Rights Reserved. • Which day? • Which hour? Try to catch up update news of each platform, find out when is most reachable and interactive WHEN
  • 13. Copyright(C) 2014 Moore Corp. All Rights Reserved. IT HEARD SIMPLE, BUT WE NEED TO PREPARE AND IMPROVE MANY THINGS BEFORE PLANING A CONTENT MARKETING: • Read more • Enjoy more • Live more HOW TO CREATE A CONTENT MARKETING CAMPAIGN