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Content Marketing Masterclass

The document provides an overview of a content marketing masterclass presentation. It includes an agenda that outlines topics to be covered such as defining content marketing, why brands should invest in it, content opportunities, storytelling, output levels, and measuring effectiveness. It also shares examples of content marketing campaigns run through GetCraft and their results. The presentation aims to educate brands on developing a content marketing strategy and leveraging GetCraft's services.

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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.
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?
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?
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
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?
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.
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?
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
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 ● CPV USD 0.024 (incl. production)
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 + 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: ● 3,609,330 content views ● CPV USD 0.019 (incl. production) ● 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: ● 1,300,000 content views ● CPV USD 0.048 (incl. production) ● 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 ● CPV USD 0.007 (incl. production)
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
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
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
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?
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
Example: Crafters.GetCraft.com 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.
Example: Crafters.GetCraft.com
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 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?
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
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 6 UNIQUE SITE CONTENT (9%) 15 BEAUTY CONTENT (23%) 24 FASHION CONTENT (36%) 21 LIFESTYLECONTENT (32%)
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 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 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?
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 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?
QUESTIONS?

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Content Marketing Masterclass

  • 1.
  • 2.
    The questions wewill 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?
  • 3.
    Southeast Asia’s premier contentmarketplace, 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
  • 4.
    Open in 4markets with Thailand & Vietnam coming soon! MALAYSIA SINGAPORE PHILIPPINES INDONESIA
  • 5.
    Last year weworked with over 350+ brands
  • 6.
    We help educatevia articles, interviews, white papers, trainings and events!
  • 7.
    Answer your questionsin 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.
  • 8.
    The questions wewill 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?
  • 9.
    The questions wewill 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?
  • 10.
    Right now thereare a lot of promotions for the ‘old’ Samsung S8
  • 11.
    I first heardabout the phone from my friend on social media…
  • 12.
    Followed by mewatching this influencers sponsored video…
  • 13.
    … and thenthis influencers in-depth phone review!
  • 14.
    Then did myown online research via tech sites I trust…
  • 15.
    And finally madeit to Samsung’s site to check the detailed specifications
  • 16.
    I checked acomparison site, but bought in store as more convenient
  • 17.
    So my pathto 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.
  • 18.
    A similar pathto 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
  • 19.
    A similar pathto 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.
  • 20.
    “It’s an artof 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?
  • 21.
    Why aren’t morebrands 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
  • 22.
    The questions wewill 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?
  • 23.
    It allows youto 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.
  • 24.
    Allows for betterconversion 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.
  • 25.
    Given they compoundover 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.
  • 26.
    Sponsored content campaignshave 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.
  • 27.
    … Plus oneof 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.
  • 28.
    Content marketing isperformance 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.
  • 29.
    Better average basketsize 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.
  • 30.
    It helps youoptimize 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.
  • 31.
    The questions wewill 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?
  • 32.
    Based on yourbrand 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
  • 33.
    Based on yourbrand 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
  • 34.
    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.
  • 35.
    // Large Video Ad Campaign GILLETTE Campaign: Jadi Laki-Laki Objective: Gilletteneeded 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)
  • 36.
    PROS + Large reachis 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.
  • 37.
    // Large Sponsored Influencer Campaign SHOPEE Campaign: Shopee: Mobile ShoppingDay 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)
  • 38.
    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.
  • 39.
    // Large Sponsored Publisher Campaign UNILEVER Campaign: Pepsodent Objective: Pepsodent wanted toraise 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 ● CPV USD 0.024 (incl. production)
  • 40.
    Based on yourbrand 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
  • 41.
    PROS + Consistent engagementhelps 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.
  • 42.
    // On-Going Sponsored Influencer Content Campaign GOOGLE Campaign: Google Play Objective: Google launchedan 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: ● 3,609,330 content views ● CPV USD 0.019 (incl. production) ● 106,300 likes
  • 43.
    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.
  • 44.
    // On-Going Sponsored Publisher Content Campaign WEGO Campaign: Tourism Australia Objective: Wego incollaboration 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: ● 1,300,000 content views ● CPV USD 0.048 (incl. production) ● 300,000 Likes/share
  • 45.
    PROS + Only workwith 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.
  • 46.
    // Social Media Content TOKOPEDIA Campaign: Tokopedia: Road ToHarbolnas 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
  • 47.
    // Social Media Content INDOFOOD Campaign: Supermi Instagram Photos Objective: Supermiwanted 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)
  • 48.
    SEO & Content Portal // Create andbuild 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.
  • 49.
    // SEO & Content Portal MATAHARI MALL Campaign: Mozaic Objective: MatahariMall, 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 ● CPV USD 0.007 (incl. production)
  • 50.
    Based on yourbrand 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
  • 51.
    Explainer & How-To Videos // Ensure thatonce 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.
  • 52.
    // Explainer & How-To Videos GODREJ Campaign: Mitu Objective: Mitu neededto 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
  • 53.
    // 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
  • 54.
    Thought Leadership & Gated Content // Authoritative content thatbuilds 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.
  • 55.
    // Thought Leadership & Gated Content GetCraft Campaign: Marketing ReportWhite 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
  • 56.
    Corporate Videos & Clients Testimonials // Helps pushconsumers 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.
  • 57.
    // Corporate Videos & Client Testimonials FACEBOOK Campaign: Facebook: KartiniCampaign 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
  • 58.
    Based on yourbrand 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
  • 59.
    The questions wewill 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?
  • 60.
    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
  • 61.
    Example: Crafters.GetCraft.com S.E Asia'screative 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
  • 62.
    Example: Crafters.GetCraft.com Elevating Creativityin 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.
  • 63.
  • 64.
    How important isquality 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.
  • 65.
    The questions wewill 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?
  • 66.
    We think itsimportant 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.
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    While at thesame time addressing all your brands key content areas FASHION LIFESTYLE BEAUTY THE BEAUTIFUL LIFE
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    And in turnall the sub-content areas FASHION LIFESTYLE BEAUTY THE BEAUTIFUL LIFE Hair How-To Make Up Skin Trends
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    Example: Content storyarc 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
  • 70.
    CONTENT CATEGORY BRANDAWARENESS 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
  • 71.
    CONTENT CATEGORY BRANDAWARENESS 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 6 UNIQUE SITE CONTENT (9%) 15 BEAUTY CONTENT (23%) 24 FASHION CONTENT (36%) 21 LIFESTYLECONTENT (32%)
  • 72.
    CONTENT CATEGORY BRANDAWARENESS 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 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)
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    The questions wewill 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?
  • 74.
    The things tomeasure 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
  • 75.
    For sponsored contentall 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.
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    For content productionyou 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.
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    Meaning that byanswering 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
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    Example: Estimate resultsafter 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
  • 79.
    The questions weanswered 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?
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