Uy Chapter 9 Content Marketing for Brand Curiosity

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The document outlines an 8-step content marketing strategy for FoodlockerPH to build its brand and sales. It discusses defining goals and metrics, mapping target audiences, ideating and creating valuable content, distributing through owned and paid channels, amplifying content through influencers, evaluating performance, and improving based on insights. The key lessons are that content should provide useful information through storytelling rather than overt advertising, and that word-of-mouth is important for distribution and engagement.

Marketing

https://foodlockerph.wixsite.com/foodlockerph
Basics of Content Marketing
What is Content?

https://foodlockerph.wixsite.com/foodlockerph
To makes things clear
Content is NOT a longer
Advertisement
Basics of Content Marketing

https://foodlockerph.wixsite.com/foodlockerph
To makes things clear
Content is NOT a longer
Advertisement
Content is the NEW
Advertisement
But rather..
Basics of Content Marketing

https://foodlockerph.wixsite.com/foodlockerph
Go Straight to
the Point !
Get his attention
right away
Basics of Content Marketing

https://foodlockerph.wixsite.com/foodlockerph
Basics of Content Marketing

https://foodlockerph.wixsite.com/foodlockerph
HASHTAG is the
new TAGLINE
Basics of Content Marketing

How to execute your Content
Marketing strategy?
https://foodlockerph.wixsite.com/foodlockerph
2.

https://foodlockerph.wixsite.com/foodlockerph
Foodie
Food + Instagrammer
= FOODSTAGRAMMER
Established in 2014
Dungeness Crab from Thanh Long, San Francisco in 2010
I ATE THIS WHOLE
CRAB ALL BY
MYSELF!
Personal Application

STEP-BY-STEP
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution — post-distribution

STEP 2: AUDIENCE MAPPING
Speciﬁc Audience
Customer Proﬁling & Persona
Foodies in the PH & in part of the Globe
Use of Hashtag to ﬁnd my posts
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution — post-distribution
Hashtag Components:
- Cuisine
- Type of Food or Dessert
- Existing PH based Food
Platform

STEP 4: CONTENT CREATION
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution — post-distribution
whether…

STEP 4: CONTENT CREATION
https://foodlockerph.wixsite.com/foodlockerph
All Food posts are personally tasted, photo
taken and reviews written by me
pre-production — production — distribution — post-distribution

Owned Channels
Word of Mouth  
- Followers 
- Advocates
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution — post-distribution
STEP 5: CONTENT DISTRIBUTION
CHANNELS

STEP 6: CONTENT AMPLIFICATION
Tap Inﬂuencers &
Buzzers
Listen and engage in
conversations with the
customers
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution — post-distribution
To strengthen media distribution:

STEP 7: CONTENT MARKETING
EVALUATION
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution— post-distribution
5A’s Metrics to evaluate
Aware — visible
Appeal — relatable
Ask — searchable
Act — actionable
Advocate — sharable

https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution— post-distribution
STEP 7: CONTENT MARKETING
EVALUATION

STEP 8: CONTENT MARKETING
IMPROVEMENT
Periodic improvements on
the dynamic environment
Persist & be Concise
Give time to allow impact
https://foodlockerph.wixsite.com/foodlockerph
pre-production — production — distribution— post-distribution

Reach & Awareness
- Gain more followers  
- Join Food Groups
https://foodlockerph.wixsite.com/foodlockerph
eg. Get featured in whattoeatph
pre-production — production — distribution— post-distribution
STEP 8: CONTENT MARKETING
IMPROVEMENT

https://foodlockerph.wixsite.com/foodlockerph
- Create conversation
with valuable & useful
content to customers
Actionable Insights
- Short & straight to the point
content marketing
- Importance of Word of  
Mouth

Summary
https://foodlockerph.wixsite.com/foodlockerph
1. Content is the AD
2. Importance of
Storytelling
3. 8 Steps:
a. Pre-production
b. Production
c. Distribution
d. Post-distribution

The document outlines the 8 steps of an effective content marketing strategy: 1) goal setting, 2) audience mapping, 3) content ideation and planning, 4) content creation, 5) content distribution, 6) content amplification, 7) evaluation, and 8) improvement. It then provides an example application of these steps to a food Instagrammer account called FoodlockerPH, which aims to share reviews of favorite foods and recommendations with other foodies. The content marketing strategy helps increase the account's visibility and reach through creation of short, personally reviewed food posts distributed across owned social media channels and engagement with other food influencers and groups.

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Uy Chapter 9 Content Marketing for Brand Curiosity

1. Initiating conversations with the power of storytelling Janeen Uy Ateneo Graduate School of Business https://foodlockerph.wixsite.com/foodlockerph TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY for Brand Curiosity

2. https://foodlockerph.wixsite.com/foodlockerph Reﬂection Questions 1. What content is valuable to customers? 2. How to execute your content marketing strategy? 3. How can the content tell a story about your brand? CONTENT MARKETINGfor Brand Curiosity

3. https://foodlockerph.wixsite.com/foodlockerph OUTLINE: 1. Basics of Content Marketing 2.Application to FoodlockerPH using 8 Steps of Content Marketing a. Pre-production b. Production c. Distribution d. Post-distribution 3. Actionable Insights CONTENT MARKETINGfor Brand Curiosity

4. https://foodlockerph.wixsite.com/foodlockerph OUTLINE: 1. Basics of Content Marketing 2.Application to FoodlockerPH using 8 Steps of Content Marketing a. Pre-production b. Production c. Distribution d. Post-distribution 3. Actionable Insights CONTENT MARKETINGfor Brand Curiosity

5. https://foodlockerph.wixsite.com/foodlockerph Basics of Content Marketing What is Content?

6. https://foodlockerph.wixsite.com/foodlockerph To makes things clear Content is NOT a longer Advertisement Basics of Content Marketing

7. https://foodlockerph.wixsite.com/foodlockerph To makes things clear Content is NOT a longer Advertisement Content is the NEW Advertisement But rather.. Basics of Content Marketing

8. Contains valuable & relatable information that customers want Not to increase Brand Equity or Sales https://foodlockerph.wixsite.com/foodlockerph Basics of Content Marketing

9. https://foodlockerph.wixsite.com/foodlockerph Go Straight to the Point ! Get his attention right away Basics of Content Marketing

10. https://foodlockerph.wixsite.com/foodlockerph Basics of Content Marketing

11. Storytelling than brand promotion Deepen Customer Relationships Complements Traditional Advertising https://foodlockerph.wixsite.com/foodlockerph Basics of Content Marketing

12. https://foodlockerph.wixsite.com/foodlockerph HASHTAG is the new TAGLINE Basics of Content Marketing

13. https://foodlockerph.wixsite.com/foodlockerph #HASHTAG is the new TAGLINE Basics of Content Marketing

14. https://foodlockerph.wixsite.com/foodlockerph OUTLINE: 1. Basics of Content Marketing 2.Application to FoodlockerPH using 8 Steps of Content Marketing a. Pre-production b. Production c. Distribution d. Post-distribution 3. Actionable Insights CONTENT MARKETINGfor Brand Curiosity

15. How to execute your Content Marketing strategy? https://foodlockerph.wixsite.com/foodlockerph 2.

16. https://foodlockerph.wixsite.com/foodlockerph Foodie Food + Instagrammer = FOODSTAGRAMMER Established in 2014 Dungeness Crab from Thanh Long, San Francisco in 2010 I ATE THIS WHOLE CRAB ALL BY MYSELF! Personal Application

17. STEP-BY-STEP https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution

18. https://foodlockerph.wixsite.com/foodlockerph Business objective/s & key metrics: Sales-growth Brand-building Be the go-to for PH food reviews and recommendations STEP 1: GOAL SETTING pre-production — production — distribution — post-distribution

19. https://foodlockerph.wixsite.com/foodlockerph Business objective/s & key metrics: Sales-growth Brand-building Be the go-to for PH food reviews and recommendations STEP 1: GOAL SETTING pre-production — production — distribution — post-distribution

20. STEP 2: AUDIENCE MAPPING Specific Audience Customer Profiling & Persona Foodies in the PH & in part of the Globe Use of Hashtag to find my posts https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution Hashtag Components: - Cuisine - Type of Food or Dessert - Existing PH based Food Platform

21. STEP 3: CONTENT IDEATION & PLANNING https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution Theme & Storyline Reﬂect brand’s character My Format: Short & Concise Own Personal Unbiased Review

22. STEP 4: CONTENT CREATION https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution whether…

23. STEP 4: CONTENT CREATION https://foodlockerph.wixsite.com/foodlockerph All Food posts are personally tasted, photo taken and reviews written by me pre-production — production — distribution — post-distribution

24. STEP 5: CONTENT DISTRIBUTION CHANNELS Owned Website Paid   -create brand awareness  - gain new customers Word of Mouth   - Voluntary  -Credible https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution

25. Owned Channels Word of Mouth   - Followers  - Advocates https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution STEP 5: CONTENT DISTRIBUTION CHANNELS

26. STEP 6: CONTENT AMPLIFICATION Tap Inﬂuencers & Buzzers Listen and engage in conversations with the customers https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution — post-distribution To strengthen media distribution:

27. STEP 7: CONTENT MARKETING EVALUATION https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution— post-distribution 5A’s Metrics to evaluate Aware — visible Appeal — relatable Ask — searchable Act — actionable Advocate — sharable

28. https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution— post-distribution STEP 7: CONTENT MARKETING EVALUATION

29. STEP 8: CONTENT MARKETING IMPROVEMENT Periodic improvements on the dynamic environment Persist & be Concise Give time to allow impact https://foodlockerph.wixsite.com/foodlockerph pre-production — production — distribution— post-distribution

30. Reach & Awareness - Gain more followers   - Join Food Groups https://foodlockerph.wixsite.com/foodlockerph eg. Get featured in whattoeatph pre-production — production — distribution— post-distribution STEP 8: CONTENT MARKETING IMPROVEMENT

31. https://foodlockerph.wixsite.com/foodlockerph OUTLINE: 1. Basics of Content Marketing 2.Application to FoodlockerPH using 8 Steps of Content Marketing a. Pre-production b. Production c. Distribution d. Post-distribution 3. Actionable Insights CONTENT MARKETINGfor Brand Curiosity

32. https://foodlockerph.wixsite.com/foodlockerph - Create conversation with valuable & useful content to customers Actionable Insights - Short & straight to the point content marketing - Importance of Word of   Mouth

33. Summary https://foodlockerph.wixsite.com/foodlockerph 1. Content is the AD 2. Importance of Storytelling 3. 8 Steps: a. Pre-production b. Production c. Distribution d. Post-distribution

34. Initiating conversations with the power of storytelling Janeen Uy Ateneo Graduate School of Business https://foodlockerph.wixsite.com/foodlockerph TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY for Brand Curiosity

Uy Chapter 9 Content Marketing for Brand Curiosity

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