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How to be the king of content marketing

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If executed correctly, content marketing can be a powerful way for brands communicate their messages directly customers.But this brave new world of creating content is not easy.Studio D, the digital influence arm of Waggener Edstrom Hong Kong, has launched content projects for clients including video projects for One2Free and Zuji. But what should marketers look for?Henry Wood, senior director of Studio D Hong Kong at Waggener Edstrom, drops three tips to planning an effective content marketing strategy.1. Set marketing objectivesWood says terms such as ‘engagement' or ‘reach' cannot be objectives in and of themselves, but are simply factors that help you to adjust your content to ultimately reach your objectives. Some good examples of objectives are a specific action, it can be online purchase, signing up to a sales-driven newsletter, downloading a coupon or raising rankings on search engines. He says companies can lose sight of what content should focus on since they are trying too hard to drive awareness than to achieve a business objective. Effective content marketing, he says, can have more tangible objectives when done in the right way.2. Measure your market landscapeWho is driving the conversation, who has influence in your product area, where are these conversations taking place and where you want to be in that conversation are all critical areas to consider before planning a content strategy. As Wood suggests, solid planning allows companies to think about communicating a point of view and a narrative around your content.3. Understand platformsAfter setting the objectives and measurement plans, the most important step is to choose the best medium. With a wide range of platforms on offer from videos, social media, apps or third party media, marketers today need a far better idea of how all the platforms should be integrated, and the type of content that is suitable for each one. Wood says content needs to be focused around the conversation related to your product and then adapted to suit the purpose of why people are on a platform.He stresses that the best form of content marketing is a consistent focus on a conversation and its relevance. This allows a brand both to create entertaining content around that conversation as well as SEO-tagged content to drive search results down the path to acquisition. 

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