Content Marketing Masterclass

CONTENT
MARKETING
MASTERCLASS
Patrick Searle
Group CEO GetCraft
patrick@getcraft.com

The questions we will answer today
1) What is content marketing?
2) Why should I invest in content marketing?
3) What content marketing opportunities are available
for my brand?
4) What is the right type of story to tell for my brand?
5) How much content should I create and how do I make
sure I don't start sounding too boring or too hard-sell?
6) How do I measure the effectiveness of all this work?

Southeast Asia’s
premier content marketplace,
for all your content production and
sponsored content needs.
2,200+
Influencers
400+
Publishers
600+
Writers & Editors
500+
Photographers
300+
Designers
900+
Videographers
Graphic Design -
Infographics
1x Instagram
Photo
Explainer /
How-To Videos
Blog Writing - up
to 1,000 Words
Welcome to

Open in 4 markets with Thailand & Vietnam coming soon!
MALAYSIA
SINGAPORE
PHILIPPINES
INDONESIA

Last year we worked with over 350+ brands

We help educate via articles, interviews, white papers, trainings and events!

Answer your questions in the RHS box and we will answer after each section
During today's training if you have
any questions that come to mind,
please do ask them in the
Question box on the Right Hand
Side.
We will try to answer up to 3
questions after each section and
all the remaining questions during
the 30 minute Q&A after the
training.

Right now there are a lot of promotions for the ‘old’ Samsung S8

I first heard about the phone from my friend on social media…

Followed by me watching this influencers sponsored video…

… and then this influencers in-depth phone review!

Then did my own online research via tech sites I trust…

And finally made it to Samsung’s site to check the detailed specifications

I checked a comparison site, but bought in store as more convenient

So my path to purchasing the Samsung S8 went as follows
Hear about the
phone from a
friend’s social
media content.
Get inspired &
educated via
online
influencers.
Do my own
research via
publishers and
sites I trust.
Learn about
specifications
from the brands
website.
Buy either online
or directly via a
store.

A similar path to purchase can be applied across industries & audiences
TV & Radio
OOH & Cinema
Social Media
Magazine/Guides
Search Engines
Online Publishers
Maps
Brand Site Aggregators
E-Commerce
In-Store
Beginning Middle End

A similar path to purchase can be applied across industries & audiences
TV & Radio
OOH & Cinema
Social Media
Magazine/Guides
Search Engines
Online Publishers
Maps
Brand Site Aggregators
E-Commerce
In-Store
Beginning Middle End
* Where content
made a difference.

“It’s an art of communicating with your
customers and prospects without selling. It is
non-interruption marketing.
Instead of pitching your products or services,
you are delivering information that makes your
buyer more intelligent.
The essence of this content strategy is the
belief that if we, as businesses, deliver
consistent, ongoing valuable information to
buyers, they ultimately reward us with their
business and loyalty.”
~ Content Marketing Institute ~
So what is content marketing?

Why aren’t more brands doing this? Simply capacity issues
57%
43%
39%
39%
35%
30%
30%
17%
171%
13%
9%
Budget restraint
Skills and resources gaps
No tracking/proper measurements
Lack of digital marketing tools
No clear ROI
Establishing and sustaining engagements with customer
No clearly defined goals
Dependency on third parties/agencies
Weak data analytical skills
Misalignment between in-house team and 3rd parties
Others

It allows you to communicate 50+ messages vs. 4-5 via paid media
Large content marketing &
sponsored content campaigns,
brands will often create 50+
individual pieces of unique content.
In comparison, a typical Paid Media
campaign at best will normally only
create 4-5 message variations.
Meaning that by running content
marketing campaigns you now have
far more chances of a particular
message resonating with your
consumer thereby leading to your
desired business outcome.

Allows for better conversion by helping move consumers down the funnel
By creating different pieces of
content in various stages of the
content funnel.
You can effectively convert
consumers from the main Awareness
stage all the way down to
Advocacy/Sales.

Given they compound over time, it makes them highly cost effective
By running large content marketing
campaigns, overtime brands will
often see 6 to 7 times better media
efficiency than paid media.
If desired their content marketing
campaigns can also become
profitable by letting 3rd party brands
run sponsored content across these
platform.

Sponsored content campaigns have been proven to build brand credibility
According to Nielsen:
● 83% of consumers trust
influencer recommendations
● 66% trust editorial content
● 42% trust online ads
With trust having being directly linked
to brand credibility, its why
sponsored content is one of the most
powerful ways to build online brand
credibility.

… Plus one of the most effective ways to raise awareness & purchase intent!
With new research from Comscore indicating that Native Ads & Formats are seeing up to
x6 better unaided awareness, ad recall & purchase intent.

Content marketing is performance based allowing you to optimize over time
With content marketing and
sponsored content campaigns
giving you the ability to closely
track and measure: Views,
Engagement and Conversions.
Its therefore possible to
continuously optimize
performance across all your
content marketing and
sponsored content initiatives.

Better average basket size due to more audience education upfront
E-Commerce & Technology
companies who have run large
sponsored content & content
marketing campaigns have informed
us they tend to see the overall
basket size and engagement of
users being x2.5 higher than via paid
media.
Simply put as sponsored articles do a
better job of educating users vs.
banner ads it leads to higher quality
site traffic.

It helps you optimize your paid media efforts
With content marketing and
sponsored content often giving you
the opportunity to insert tracking
pixels into every piece of content
created.
This means that clients are seeing
x10 better cost effectiveness in
their paid marketing initiatives, as
they now only show ads to
consumers who have already
expressed strong interest in their
category.

Based on your brand
objectives, we have
identified 10 types of
content marketing
opportunities BRAND
AWARENESS
Large Video Ad
Campaign
Large Sponsored
Influencer Campaign
Large Sponsored
Publisher Campaign
BRAND
BUILDING
On-going Sponsored
Influencer Campaign
On-going Sponsored
Publisher Campaign
Social Media Content
SEO & Content Portal
PRODUCT
CONSIDERATION
Explainer & How-To
Videos
Thought Leadership
& Gated Content
Corporate Videos &
Client Testimonials

PROS
+ High reach.
+ Educates, inspires and entertains
through easily consumable content.
CONS
- Minimum of 3 weeks to produce.
- Strong creative idea needed .
- Needs to be supported by heavy
media investment (GetCraft rule:
Media budget should be 3x price of
video).
Large
Video Ad
Campaign
//
A high quality video
which will be
supported by YouTube
and/or Facebook to
give you the desired
reach.

//
Large
Video Ad
Campaign
GILLETTE
Campaign:
Jadi Laki-Laki
Objective:
Gillette needed a creative teaser video to
introduce their new father video portal both
on Youtube and on their own digital assets.
How we helped:
We used a creative director and medium sized
camera crew to film a creative and funny video
featuring KOL talent Ferry Salim.
Results:
● USD 8,000 (including director, talent
and location)

PROS
+ Large reach is possible.
+ High Credibility, authenticity and
transparency of the message.
+ High engagement by native
conversation between an influencer
and their followers.
+ Idea + Production + Distribution all
in one.
+ Can create many different stories at
once.
+ 6-8 X’s lower CPV than FB including
full production.
CONS
- They can be difficult to work with.
- Harder to communicate key brand
points.
- Not good for driving traffic through
open links/CTA’s.
- Reach peaks after 7 days.
- Discovering the right influencer for
your brand takes time.
Large
Sponsored
Influencer
Campaign
//
Use social media
influencers to create
authentic content,
help distribute to their
loyal followers based
on brands objectives
and relevance to their
audience.

//
Large
Sponsored
Influencer
Campaign
SHOPEE
Campaign:
Shopee: Mobile Shopping Day
Objective:
Shopee effectively wanted to takeover
Instagram in Indonesia for their 10/10 big
discount sale.
How we helped:
We created a total of 300 sponsored posts on
Instagram with 200 influencers. 100 posts 10
days prior to the 10th of October as a teaser
and 200 posts on the day itself during a 1 hour
window.
Results:
● 2,401,061 content views
● CPV USD 0.011 (incl. production)

PROS
+ Ideation + Production + Distribution
all in one.
+ Rich in-depth content which can
communicate 3-4 messages.
+ Create many different stories
targeting multiple niche audiences.
+ Highly authentic as the content is by
them vs. click baity in-feed.
+ Can help with your SEO.
+ Click-throughs averaging 3-5%.
+ 4-5x’s lower CPV than FB/Google.
CONS
- You are creating bespoke content
for your brand, so revisions may
take time.
- Can be higher in price depending on
the specific publisher.
- Publisher reach less.
- CTR can’t be guaranteed.
Large
Sponsored
Publisher
Campaign
//
A series of bespoke
native content created
by top media which
are distributed via
their own channels.

//
Large
Sponsored
Publisher
Campaign
UNILEVER
Campaign:
Pepsodent
Objective:
Pepsodent wanted to raise awareness and
educate consumers on the effects of
sensitive teeth, what causes it and treatment.
How we helped:
15 health and lifestyle publishers created 18
educational articles ranging from common
food misconceptions to tip and tricks.
Results:
● 699,404 content views

PROS
+ Consistent engagement helps grow
your brands reputation amongst key
thought leaders.
+ By doing this, often influencer can
become exclusive to you.
+ By engaging with influencers on a
long term basis can benefit from
price reductions.
+ Can benefit from their insights in
other situations.
+ Locked exclusivity which means
that less competing brands have
access to specific dedicated
influencers.
CONS
- A lot of competition from brands to
build brand ambassadorship.
- Can require one time upfront fee vs.
one off payment.
- Can require more research to find
the perfect match.
On-Going
Sponsored
Influencer
Content
Campaign
//
Collaboration with
social media
Influencers over time,
to help build brand
loyalty.

//
On-Going
Sponsored
Influencer
Content
Campaign
GOOGLE
Campaign:
Google Play
Objective:
Google launched an awareness campaign to
increase usage for Google Play’s new payment
features as well as to build the overall brand.
How we helped:
We worked with 3 Macro Youtuber’s (Arief
Muhammad, Edho Zell and Bayu Skak) over a
period of 6 months to create multiple pieces
of content on a recurring basis.
Results:
● 106,300 likes

PROS
+ Consistent posting, helps drive
brand reputation to key opinion
leaders.
+ Interlinked articles to ensure
consumers effectively convert
down the marketing funnel.
+ Can often see good price discounts.
CONS
- Requires more detailed planning
due to length of engagement.
- Requires time for revision and
higher budget.
On-Going
Sponsored
Publisher
Content
Campaign
//
Collaboration with
online media to help
build brand reputation
and drive sales.

//
On-Going
Sponsored
Publisher
Content
Campaign
WEGO
Campaign:
Tourism Australia
Objective:
Wego in collaboration with Tourism Australia
were looking to inspire and educate
Indonesians on why they should visit Australia
during the Ramadan Holidays.
How we helped:
We helped them run 125+ bespoke interlinked
articles on 25 travel and major publications
over a 6 month period.
Results:
● 300,000 Likes/share

PROS
+ Only work with experts who know
what their and your audience are
looking for.
+ Barriers to entry are low because
generally price is low to create.
+ Increase loyalty, always on
feedback/referrals and serves as a
mean to educate consumers on
different products through
snackable content.
CONS
- Needs consistency posting and
creation.
- Still requires in-house Community
Managers, to respond to queries &
post content.
Social
Media
Content
//
For all your social
media content work,
use a pool of expert
content creators to
help you create
educational &
inspiring content to
sustain your
customers.

//
Social
Media
Content
TOKOPEDIA
Campaign:
Tokopedia: Road To Harbolnas
Objective:
Tokopedia wanted to create a series of social
media video to tease their audience of their
10/10 big discount event.
How we helped:
Through a specialist social media
videographers, we help create 4 Creative
Videos (averaging from 15 to 30 seconds per
video) and 11 Simple Graphics for their social
media assets.
Results:
● 15 Videos
● USD 11,000 for for 4 Creative Videos
and 11 Simple Graphics

//
Social
Media
Content
INDOFOOD
Campaign:
Supermi Instagram Photos
Objective:
Supermi wanted to kickoff their Instagram
channel and fuel it with great visual content.
How we helped:
We used a advanced photographer
specializing in social media photos and a food
stylist to create original photos to elevate
Supermi’s social channel and connects better
to their audience, versus stock photos.
Results:
● USD 70 per photo (incl. location, food
stylists, and 1 day full shoot)

SEO &
Content
Portal
//
Create and build your
own media through
high quality content
creators in order to
provide a landing page
for consumers to be
educated, retained
and retargeted.
PROS
+ Most cost effective form of media
both from a CPA and CPV.
+ Allows to dominate SEO in a certain
category based on brand objectives.
Becoming thought leaders with high
retention and low bounce.
+ Serves as an flexible and
educational tool driving consumers
to certain call to actions, allow for
capture of data, and retargeting.
+ Potential ad revenue generating
once traffic is high enough.
CONS
- Can be time consuming to create
content, manage and measure.
- Often can take 6 months to see CPC
to be lower than organic SEO.
- Often needs paid media support to
kick off if you don’t have a resting
population, until SEO kicks in.

//
SEO &
Content
Portal
MATAHARI MALL
Campaign:
Mozaic
Objective:
Matahari Mall, one of Indonesia’s largest
e-commerce sites, was looking for a way to
inspire and educate their consumers.
How we helped:
We helped connect them to 20+ managing
editors from premier fashion, lifestyle and
beauty sites to create 40+ articles/month for
their portal.
Results:
● 380,000 PV’s per month
● 250,000 UV’s per month

Explainer &
How-To
Videos
//
Ensure that once
consumers have made
it to your own site,
they can quickly
understand what the
company/product
stands for, and how
they can effectively
navigate to next steps.
PROS
+ Simple yet cost effective way to
increase conversion rate of
purchase almost immediately.
+ Explains a potentially complex
product in a very consumable
medium, sometimes in few
seconds.
+ Strong sale tool/other assets used
by a company.
+ Helps you rank better on Google.
Video content are 50+ times more
likely to rank on google than written
content.
CONS
- Slightly more expensive than print
content or infographics but worth
it.
- More time consuming to create.

//
Explainer &
How-To
Videos
GODREJ
Campaign:
Mitu
Objective:
Mitu needed to gain market share in the baby
wipe market, wanted to remind consumers of
their presence and how to use their product.
How we helped:
By creating short videos on a regular basis
such as tips/trick, not only did they see a high
increase in market share and sales; but
created a place for parents to be educated on
baby care.
Results:
● 32 Videos
● USD 175 per video

//
Explainer &
How-To
Videos
PHILIPS
Campaign:
Mix & Make
Objective:
Philips needed to educate their audience
about their new kitchen appliance products.
How we helped:
With their target market being mainly house
mom’s, we decided to create simple how-to
recipe videos with the kitchen appliances.
Results:
● USD 2,000 for 4 videos

Thought
Leadership
& Gated
Content
//
Authoritative content
that builds thought
leadership, and
concisely presents the
company's viewpoint
on a certain matter.
PROS
+ Strong brand awareness and high
sharing rate.
+ Thought leadership and education.
+ High Lead generation.
CONS
- Research and interviews and be
time consuming.
- Have to contain information or
language that fits your target
audience or it could be perceived as
boring/dry.

//
Thought
Leadership
& Gated
Content
GetCraft
Campaign:
Marketing Report White Paper
Objective:
In order to lead the conversation on content
marketing and sponsored content, GetCraft
publishes several white papers in Indonesia,
Philippines and Malaysia.
Thus far, the reports have generated
significant PR value, boosted SEO
performance and generated valuable leads.
Results:
● 10,000+ downloads

Corporate
Videos &
Clients
Testimonials
//
Helps push consumers
to purchase at the
bottom of the funnel
through consumer or
company testimonials.
PROS
+ Builds strong trust for both the
company and the product especially
towards the bottom of the content
funnel.
+ Offers a sense of security to
consumers by reading about others
who have used the product.
CONS
- Can be relatively expensive
- Can be time consuming as it
requires either clients or
management to be present for the
shoots.

//
Corporate
Videos &
Client
Testimonials
FACEBOOK
Campaign:
Facebook: Kartini Campaign
Objective:
Facebook wanted to create an inspiring video
about female entrepreneurs during Hari
Kartini.
How we helped:
We used a videographer who had experience
in social experiments and top female
entrepreneur talent; creating a video about
their experiences, challenges, and tips to be a
successful entrepreneur.
Results:
● USD 3,000

The Big IdeaL: The key to finding the right story to tell for your brand
At GetCraft, our creative thinking
begins at the intersection of two key
areas.
Cultural Tension: The conflict or
tension in the consumer’s cultural
environment that the brand has the
opportunity to address.
Brand’s Best Self:The essence of
what makes the brand great.
The Intersection of these parts
called The Big IdeaL, where these
two parts meet that is where the
magic appears.
CULTURAL
TENSION
BRAND’S
BEST SELF
The Big IdeaL

Example: Crafters.GetCraft.com
S.E Asia's creative
content scene vastly
lacks inspirational &
educational creative
related content.
GetCraft focus to
help foster a thriving
creative and media
industry in S.E Asia &
beyond through
technology.
GetCraft believes the
world would be a
better place if the
creators improving
not only in
technology, but also
empowered and
inspired as a
community with
what’s happening in
the creative scene.
CULTURAL TENSION BRAND’S BEST SELF

Elevating Creativity in Southeast Asia
A portal that shares inspirational and
educational stories for creative &
production creators i.e. writers,
directors/videographers, influencers,
photographers, designers, creatives etc.
Covering in-depth interviews and insightful
reporting from leading figures and
visionaries in cultural and creative
industries that lay at the crossroads of arts,
culture, business and technology.
The focus is to inspire, support and
empower the creative community in S.E
Asia to enhance the quality standards when
it comes to make great ideas a reality.

How important is quality when telling these stories?
Creating medium quality is no longer
good enough and to be honest is
boring for all parties to create.
When judging how good is the
content we like to use the rule:
“Would I care? Would I share?”
If no to both we suggest you go back
to the drawing board.

The questions we will answer today
for my brand?
5) How much content should I create and how do I
make sure I don't start sounding too boring or too
hard-sell?

We think its important you create content at every part of the funnel
BRAND
AWARENESS
CONTENT
Content that helps
consumers know
about the existence
of your brand or
product.
Ideally should be very
shareable.
BRAND
BUILDING
CONTENT
Content that helps
consumers learn
about the attributes
of your brand or
product.
While it still can be
shareable, should be
more product
related.
PRODUCT
CONSIDERATION
CONTENT
Content that helps
consumers who are
actively researching
your brand or
product.
Very product related,
and potentially not
that shareable at all.

While at the same time addressing all your brands key content areas
FASHION LIFESTYLE BEAUTY
THE BEAUTIFUL LIFE

And in turn all the sub-content areas
FASHION LIFESTYLE BEAUTY
THE BEAUTIFUL LIFE
Hair
How-To
Make Up
Skin
Trends

Example: Content story arc
BRAND AWARENESS BRAND BUILDING
PRODUCT
CONSIDERATION
BEAUTY
Hair Why Choosing The
Wrong Shampoo Might
Ruin Your Date
Three Simple Hair
Techniques For Sudden
Parties
5 Ingredients in Sunsilk
That Your Hair Loves
High Shareability,
Low Product Relevance
Lower Shareability,
High Product Relevance

CONTENT CATEGORY BRAND AWARENESS BRAND BUILDING PRODUCT CONSIDERATION
MY BEAUTIFUL LIFE
Celeberity Stories
Events
BEAUTY
Hair
How-To
Make-Up
Skin
Trends
FASHION
Dress by Body Type
Dress by Occasion
How-To’s
People & Parties
Shop List
Trend List
Celeb Style
Street Style
LIFESTYLE
Food
Art & Culture
Health & Fitness
Home Decor
Travel
Wellness
Work & Life
THE NUMBER OF STORIES
WE CAN TELL PER MONTH
Categories x Sub Categories x AIDA =
66 STORIES

MY BEAUTIFUL LIFE
Celeberity Stories
Events
BEAUTY
Hair
How-To
Make-Up
Skin
Trends
FASHION
Dress by Body Type
Dress by Occasion
How-To’s
People & Parties
Shop List
Trend List
Celeb Style
Street Style
LIFESTYLE
Food
Art & Culture
Health & Fitness
Home Decor
Travel
Wellness
Work & Life
6 UNIQUE SITE CONTENT (9%)
15 BEAUTY CONTENT (23%)
24 FASHION CONTENT (36%)
21 LIFESTYLECONTENT (32%)

MY BEAUTIFUL LIFE
Celeberity Stories
Events
BEAUTY
Hair
How-To
Make-Up
Skin
Trends
FASHION
Dress by Body Type
Dress by Occasion
How-To’s
People & Parties
Shop List
Trend List
Celeb Style
Street Style
LIFESTYLE
Food
Art & Culture
Health & Fitness
Home Decor
Travel
Wellness
Work & Life
22 SOFTER
SELLING ARTICLES
(33%)
(Goal: Traffic Growth)
22 ARTICLES WITH
LIGHT Brand A
RELEVANCE
(33%)
(Goal:Brand Building)
22 ARTICLES WITH
STRONG Brand A
RELEVANCE
(33%)
(Goal: Product Consideration)

The things to measure when it comes to content marketing
Reach
● To see how many people viewing your content
● Post views / video views / cost per view
Engagement
● Learn the quality of the content
● Time on content
● Likes, comments, or shares
Conversion
● Learn actions taken after seeing your content
● Cost per click, cost per action

For sponsored content all metrics are now guaranteed
When doing sponsored content work with
Publishers & Influencers as part of the deal
they give you:
● Content Ideation i.e. Idea synopsis +
references
● Content Production i.e. Post, Article,
Video, Infographic, etc.
● Guaranteed Number of Content
Views i.e. 10,000 Content Views
We only payment once all these numbers
are achieved. If not, we will ask them to
re-post, etc.

For content production you get both price estimates & detailed quotations
To help simplify the process of content
production pricing the site allows you to:
● Get average estimates
● See creator rate cards & portfolios
● Receive detailed quotations
All of which can be done from a few
minutes to a few hours.

Meaning that by answering a few questions you can estimate performance
The questions you need to ask:
● Current content Views
across your assets
● Cost of Management
● Cost of Production
● Cost of Media
● Site Conversion Rate (%)
to Leads

Example: Estimate results after 1 year
Total Cost : USD 44,000 (including media)
Total Yearly Views : 1,614,704
Monthly Views : 172,481
Cost per view : USD 0.027
Total Potential Leads : 35,346
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Monthly Organic Content Views i.e. Site,
Social, etc
17,000 24,854 33,886 44,274 56,219 69,956 85,753 98,616 113,409 130,420 149,983 172,481
Monthly Paid Content Views i.e. FB Ads, GDN,
etc.
16,667 16,667 16,667 16,667 16,667 16,667 0 0 0 0 0 0
Monthly Sponsored Content Views i.e.
Advertorials, KOL Posts.
56,083 56,083 56,083 56,083 56,083 56,083 0 0 0 0 0 0
20% New Content Views due to High Quality
Content
7,854 9,032 10,387 11,945 13,737 15,798 12,863 14,792 17,011 19,563 22,497 25,872
Total Yearly
Content
Views:
Total Monthly Content Views (Organic & Paid
& New)
97,604 106,636 117,024 128,969 142,706 158,503 98,616 113,409 130,420 149,983 172,481 198,353 1,614,704
Total
E-Commerce
Leads:Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Montly Leads (Site Traffic/Conversion Rate) 746 1,017 1,328 1,687 2,099 2,573 2,958 3,402 3,913 4,499 5,174 5,951 35,346
Cost per month (IDR) 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333 53,163,333
Monthly Cost per View (IDR) 545 499 454 412 373 335 539 469 408 354 308 268
Monthly Cost per View (US$) 0.04 0.04 0.03 0.03 0.03 0.03 0.04 0.04 0.03 0.03 0.02 0.02
Monthly Cost per Lead (IDR) 71,300 52,296 40,026 31,522 25,332 20,665 17,970 15,626 13,588 11,815 10,274 8,934
Monthly Cost per Lead (US$) 5.36 3.93 3.01 2.37 1.90 1.55 1.35 1.17 1.02 0.89 0.77 0.67

The questions we answered today
for my brand?
5) How much content should I create and how do I make
sure I don't start sounding too boring or too hard-sell?

Content Marketing Masterclass

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