SlideShare a Scribd company logo
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
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
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
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
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
Contains valuable &
relatable information
that customers want
Not to increase Brand
Equity or Sales
https://foodlockerph.wixsite.com/foodlockerph
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
Storytelling than brand promotion
Deepen Customer Relationships
Complements Traditional Advertising
https://foodlockerph.wixsite.com/foodlockerph
Basics of Content Marketing
https://foodlockerph.wixsite.com/foodlockerph
HASHTAG is the
new TAGLINE
Basics of Content Marketing
https://foodlockerph.wixsite.com/foodlockerph
#HASHTAG is the
new TAGLINE
Basics of Content Marketing
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
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
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
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
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 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
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
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
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
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
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
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

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Uy Chapter 9 Content Marketing for Brand Curiosity