CONTENT FOR THE LONG HAUL:

Determining the TRUE value of

content marketing

AUTHORS AND CONTRIBUTORS

Weng Wai Koh, Head of Marketing Communications, SPH

Isabella Barbato, Head of Marketing, APAC, Outbrain

Susannah Llewellyn, Business Agency Leader, Singapore, Google

Alex Thoma, Account Director, APD

Nadia Abdullah, Lead Content Strategist, CNN

Emily Yri, Marketing and Communications Lead, APAC, Unruly

Rebecca Haly, Client Services Director, Vizeum

INTRODUCTION

Content marketing has evolved. Brands, big and small, are embracing the power of content marketing by

making it a central part of their marketing efforts. Still, only a handful are able to deliver content that breaks

through the cluttered market place.

High-quality content is especially critical in the wake of ad-blocking and ever prevalent on-demand

services that challenge traditional advertising formats.

However with a saturated and fragmented landscape, the challenge is in creating genuinely meaningful

experiences that audiences want to spend time with.

With less sensitivity to advertising, today’s customers are harder

to win and keep. The key to acquiring and retaining

customers in this environment is to engage them

Josh Bernoff,

former Forrester analyst

In the early days, content marketing was seen as a new and exciting inbound tactic for driving traffic. Early adopters believed that focusing on “pull” over “push” was sufficient to drive results. However, this mindset has left a lasting and inadequate precedent for how marketers should be measuring the efficacy of their content programmes.

Fortunately, as the content marketing discipline evolves, practitioners have now started establishing more

nuanced content planning frameworks, which leverages content across all stages of the customer journey.

Marketers can score higher ROIs by using a format that is significantly more cost-effective than traditional advertising. It is also an opportunity to establish deeper and longer-term relationships with their target

audience by providing something of value to them in a non-invasive, value adding and engaging way.

Great content should be developed to meet a specific interest so that consumers feel like they are in the driver’s seat. The ultimate benchmark of success is when consumers search for your content, engage with

and share it.

Beyond the obvious benefits of increased ROI and market share, if done right, content can also be used as a vehicle to help garner insights from consumers, streamline internal business operations and create new

revenue streams altogether.

This white paper intends to explore the state of content marketing in Asia across the various stages of the

funnel, using case study examples from brands in the region.

ATTENTION:

IN THE HANDS OF THE CONSUMER

Whether a commercial message is consumed and engaged lies entirely in the hands of the audience.

Content has become the currency for brands to advocate, persuade and endear themselves with

consumers. The function of content, or storytelling, is to build exchanges and bonds within a community.

For a brand to organically enter a consumer’s world, they need to take an inbound communication

approach. Create a dialogue, or compelling story that provides genuine insights that are relevant and

meaningful within the context of the consumer’s universe.

When users are moved enough to take action share, or comment on a piece of content, it is a strong

testament to the value that it provided them. For brands, it is also a strong indicator of earned trust and

increased brand equity amongst the community.

However consuming content is a time investment for audiences. With so much competition out there,

only the most exceptional pieces that truly provide a valuable experience will resonate.

In an information-rich world, the wealth of information

means a dearth of something else: a scarcity of whatever

it is that information consumes. What information consumes

is rather obvious: the attention of its recipients

Herbert A. Simon,

Nobel Prize winning economist,

Turing Award winning computer scientist

CREATING THE RIGHT CURRENCY:

PUSH VS PULL

To remain relevant, it is now vital for brands to attract audiences to their messaging as opposed to

traditional means where brands inundated audiences with promotional messages.

In order to do this, brands need to enable a two-way dialogue with their consumers.

When a brand successfully communicates their message through content, the value of that exchange can

result in earned content, which enjoys greater influence and brand recall with its consumer base.

Having a clearly defined content strategy will drive higher marketing impact as brands map out the types and objectives of each content piece into their Paid, Owned and Earned strategies.

In return, brands will subsequently gain direct learnings, insights and feedback from their consumers through

audience data, engagement metrics and comments. All of which can fulfill the wider potential of the content marketing funnel.

Native Advertising under paid media. media/press coverage under earned media

Adapted from: https://www.titangrowth.com/newsarticles/trifecta.html

DIGITAL MARKETING TRIFECTA EARNED, OWNED & PAID MEDIA

OWNED

MEDIA

SHARING

Mentions

Shares

Reposts

Reviews

Media/Press coverage

ADVERTISING

Pay per click

Display Ads

Retargeting

Paid Influencers Paid Content Promotion

Social Media Ads

Native Advertising

Propel sharing & engagement

with paid promotion

SEO & brand content drive earned media

(sharing) & traffic

WEB PROPERTIES

Website

Mobile Site

Blog Site

Social Media Channels

Gain more exposure

to web properties with

SEO and PC

Leverage owned, earned, and

paid media for a comprehensive

marketing strategy

EARNED

MEDIA

PAID

MEDIA

BUILDING THE RIGHT CONTENT

MARKETING STRATEGY

At a basic level, many brands use content on

a standalone campaign-to-campaign basis, to

garner immediate acquisition from audiences.

When brands start thinking about content

marketing, they will need to start from ground zero

and quite often, there will be no prior learning from

past campaigns.

Some brands will have the necessary budget

support to roll out a massive content marketing

campaign. One example is the collaboration

between the Singapore Tourism Board (STB) and

the Economic Development Board (EDB), which saw the launch of a new unified tagline - ‘Passion Made Possible’ - and branding for Singapore.

So far, reactions have been mostly positive, with many praising the new direction focused around local

talent in Singapore. Their focus was to put local talent onto the world stage and it was done through a

large-scale rollout of a series of stories across the region.

Videos and articles were launched on digital platforms across the region. STB and EDB worked with various content creators from independent influencers to news outlets to create, share and engage with content at scale. The unified tagline and proposition underpinned all their content efforts.

But not every brand has deep pockets. So, for the more budget sensitive ones, kick start your content

marketing journey with a foolproof approach. This is true regardless of the type of content you are

developing. What’s important is to start somewhere, capture audiences and determining what your

consumers are interested in. The key to learning is to apply the right metrics to help you calculate content

marketing ROI as you start building towards an intermediate or advanced level strategy.

While it can be tactically effective, approaching content marketing in this way merely touches the surface.

As brands progress, they will start leveraging on the full spectrum of opportunities available within the

content marketing funnel. The elementary phase is purely where you learn and start building towards a

holistic content marketing strategy.

Content marketing, when used effectively, can help brands garner invaluable research about consumers,

which in turn, can drive wider business goals.

ELEMENTARY LEVEL (SHORT-TERM)1

Every brand needs to start somewhere. Once you convert and retain audiences with your content as per the elementary phase, the next step is to look at the insight you gained through this value exchange. This will

help assess the types of content that work better for your audience. The aim is to define the right content for the right phase within your funnel.

The results of the value exchange may reveal insights about your consumers that you did not already know

and could also help you anticipate the needs and demands of your consumer in the future, all of which will

help aid and inform your wider content strategy.

2a. CONTENT FOCUSED ON CAPTURING ATTENTION (AWARENESS)

Case Study: POSB

POSB, one of the oldest banks in Singapore,

wanted to rebrand as a bank for all generations.

Their content strategy, conceived in 2016, centered

on capturing the attention of millennials.

Singaporean millennials are two times more likely

to watch video on their mobiles as opposed to

TV, so mobile video was the medium of choice to

capture this audience. But how would POSB cut

through the clutter to standout and engage?

Capitalising on the 50th anniversary of Singapore’s

independence and reigniting its brand proposition

of ‘Neighbours first, bankers second’, the bank developed 16 different pieces of video content

that highlighted the ‘kampong spirit’. The campaign encouraged young Singaporeans to

share within their own community and connect

old traditions with the new. All content was housed

within the POSB’s YouTube channel.

The content was further amplified via skippable ads across the largest video platform in Singapore

– YouTube. POSB was able to drive reach and

awareness but also understand the difference in engagement levels of paid media (skippable ads) versus

owned media (content hosted on the brand’s YouTube channel).

The content-driven campaign resonated strongly with the target audience and effectively increased

engagement with millennials.

During the campaign period, POSB achieved the following results:

● Generated three years’ worth of viewing time (1.5 minutes on average) in two months

● 128% increase in neighborhood-related searches associated with POSB

● 12X increase in channel subscriptions

THE INTERMEDIATE LEVEL: DEFINING ROLE OF CONTENT FOR EACH CONTENT MARKETING PHASE2

2b. CONTENT THAT DRIVES CONVERSION

Once brands succeed in grabbing attention, the focus can shift

towards using content to drive conversions.

Case Study: Starwood Hotels and Resorts

Starwood Hotels and Resorts was looking for a solution to engage

consumers earlier in their travel journey. They wanted to drive strong

value for the audience and encourage bookings for their hotel

properties across Asia Pacific.

With many different in-house content teams utilising standard

display formats to deliver content to the audience, Starwood

wasn’t seeing positive results and identified inefficiencies across the business. The hospitality chain wanted to improve its approach to

content with an integrated solution that was performance focused

and relevant for the audience.

Momentum.Travel was born.

Momentum.Travel was developed as a brand agnostic travel blog

that sat seemingly outside the Starwood website, but still connected

to driving bookings. The aim was to create a content series that was

relevant to a user’s travel journey and build a retargeting cookie

pool to drive conversions. This holistic approach to the campaign

addressed top, middle and bottom of the funnel goals.

The content hub was conceptualised as an authentic and credible

travel blog that would provide an alternate view of destinations

across Asia Pacific. Destinations were chosen according to where Starwood properties existed. By using real time data, the team

was able to identify which places were gaining most interest

and subsequently created more content about these popular

destinations. This in turn helped drive higher audience reach and

stronger audience engagement for increased conversions:

● More than 3x return of media investment from hotel bookings

● 6% engagement on social (benchmark 2%)

● 200,000 views in first 24 hours

Case Study: UTI Mutual Fund

UTI Mutual Fund is a pioneer in the Indian Mutual

Fund Industry managing the investments of

approximately 10 million Indians. With Assets Under

Management of more than 1 lakh crores (US$18 billion), it is one of the trusted wealth managers in

the country with a Brand Equity Index score of 2.9, according to the Nielsen Syndicated Research of

2015-2016.

UTI Mutual Fund wanted to be a pioneer in getting

millennial investors on board, and was looking for

a way to create awareness and drive sign-ups for their Systematic Investment Plan (SIP). In addition to the

use of social media, display networks and traditional publishing houses to target a young audience, they

incorporated content marketing into their outreach strategy and launched BeSwatantra.com - a content

hub that features engaging videos and articles on topics around investor education.

Utilizing video content was a way for UTI Mutual Fund to produce stories that had a genuine message that

people could relate to and demonstrate their commitment.

Partial Results (from Outbrain platform only):

● 70 million impressions delivered over 3 months

● 78,000 clicks

● 3,500 new leads

● 4.3% conversion rate

THE ADVANCED LEVEL: BUILDING CONTENT INSIGHTS AND REDEFINING BUSINESS PROCESSES3

3a. CONTENT HELPING DEFINE (OR REDEFINE) BRANDING OBJECTIVES

During an established two-way dialogue, consumers will provide honest feedback on a brand’s product

and services. This kind of data is invaluable in helping brands identify gaps and perception challenges that

need to be addressed.

Using behavioural insights and data as a means to identify these gaps can help re-define and fine-tune a brand’s communication objective to the audiences they are communicating with.

Case Study: Prudential #RelationshipReconnect

In 2016, Prudential Singapore made the decision to move away from the traditional product-based

advertising that is all too common in the insurance industry. Insurance companies typically rely on scare

tactics to sell their products, highlighting worst case scenarios to sell life and medical policies. Prudential

bucked the trend by engaging audiences with thought-provoking content that struck an emotional chord.

Prudential drew inspiration from their motto ‘Always Listening, Always Understanding’ and opted to tackle a mounting social problem in Singapore - namely the increasing lack of compassion and empathy amongst

family members and loved ones.

The brand recognised that in today’s busy world of constant emails and smartphones, it is easy to forget

what matters most - that people needed an emotional reset. Prudential launched a campaign to

encourage Singaporeans to take time out to focus on their loved ones. Based on work done by American

psychologist Dr Arthur Aron, Prudential carried out a social experiment as part of which 12 pairs of

Singaporean family members look quietly at each other, in an effort to reconnect and remind them of how

important their loved ones are to them.

Campaign #RelationshipReconnect was documented in a four-minute piece of hero content that was

widely distributed across a variety of channels. The campaign delivered real success for the business and

drove a perception change, both internally and externally. After initial seeding on premium sites, the hero

video was picked up and widely shared on social media, across the region and far beyond the original

target market of Singapore. The video amassed more than 18 million organic views and over 23 million in total views - exceeding the campaign target of 500,000 views. The video was shared more than half a

million times, generating over 220,000 reactions and 65,000 comments.

The campaign drove far more than awareness, delivering:

● 57,000 unique visitors to PrudentialReconnect.com site

● 51% increase in willingness to speak to a Prudential agent

● 28% increase in top of mind brand awareness

● 41% increase in communication awareness

● 5-point uplift in positive image attributes such as ‘Prudential is a company that I can trust’ and ‘Prudential is a company that cares about improving society and communities’

Post-campaign analysis by ad tech firm Unruly, found that:

● 53% of viewers of hero film intended to find out more

● 48% of viewers intended to buy a product

● 58% of viewers would talk about the video to friends and relatives

Within the business, the campaign became the starting point for a move away from rational features and

benefit advertising, prompting an overall change in strategy.

The #RelationshipReconnect campaign is now cited as the new standard in content production for the

brand, and follow up campaigns have since focused on creating thought-provoking and emotionally

engaging content.

3b. STREAMLINING INTERNAL BUSINESS PROCESSES TO SYNC WITH CONTENT MARKETING STRATEGY

As brands embark on producing content themselves, it has created an atmosphere that requires greater

synergy across various departments. To ensure a unified content branding solution, communication and marketing teams need to work more cohesively and collaboratively.

It has also seen the emergence of new content divisions within companies such as Citibank, Standard

Chartered, IHG, and Marriott Hotels, which have gone so far as to change their business models to resonate

better with consumers.

Case Study: AccorHotels

AccorHotels group focused on video, and embarked on a mission to create world class content that’s

authentic, engaging and powerful. The idea was to engage with consumers while they were researching

and booking trips and at touchpoints where video content plays an important role.

In Asia Pacific, the group is present in 18 countries, with over 800 properties offering 156,000 rooms. As part of their content goals, the company has established an editorial committee, where all business units are

represented. This editorial setup is to ensure all bases across markets are covered. The right content, fueled

by the right insight can be created specifically for the markets.

One such initiative is Welcome TV, the hotel’s in-room entertainment network, with content focused

on travel-inspired passion points. The video content produced is also adapted and shared on multiple

platforms such as YouTube, Facebook, Weibo and Instagram – and paired with an amplification strategy to boost reach and engagement.

Lessons learnt during the brand’s 18-month journey so far include the importance of mobile in any strategy, the effectiveness of formats chosen and context delivered, along with deployment of engagement tags to

track. In addition, they included a call to action tied to every content piece. A key strategy was also to use

brand ambassadors to drive their associations and video content. For AccorHotels, this drove significantly higher engagement rates for its content.

3c. DEFINING CONTENT AS CURRENCY AND BUILDING CONTENT HUBS FOR THE LONG TERM

Today many brands have become content creators in their own right, via content hubs that focus on

bringing experiences to their consumers – but Red Bull started it all and remains a shining example of a

successful brand-turned-publisher.

Red Bull is a publishing empire that

also happens to sell a beverage

James O’Brien,

Mashable

Based on data from Tubular Insights, Red Bull has generated more than 40 million video views on YouTube as of early 2017. The company has moved from generating hero pieces of content or tent-pole events to the creation of multiple content series that generates not only engagement from consumers but coverage from

media outlets as well.

From 2016 to early 2017, Red Bull uploaded more than 4,000 videos into their multiple accounts over a 365-day period. Whilst this is a global statistic, it clearly shows their focus on content marketing through a series

of stories cascaded across markets.

It is also clear that many brands who do not have the same global budgets can still achieve the same

within their markets with a similar approach.

Case Study: FairPrice Singapore

FairPrice Singapore wanted to

promote the celebration of food

and togetherness, as well as

encourage more Singaporeans

to cook at home, by delivering

useful and practical content not

only to their loyal customers, but

to grocery shoppers in general.

Their customers were increasingly

tech-savvy and the supermarket

brand needed a smart way to

reach out to them, ahead of their

competitors. The challenge was

to ensure that grocery shoppers

and Singaporeans in general can

obtain useful information that is

entertaining and enriching, all at

their fingertips.

FoodForLifeTV.SG was born in mid-

2014 and carries a mix of free and exclusive content that consumers

need to sign up for.

There’s a saying that goes: “If you wrote a blog

and no one came to read it, did you write

a blog?”

Given that we’re knee-deep in content these

days, creating great content is only half

the battle.

Getting your content read and discovered by the right people at the right time is becoming just as, if not

more, important.

Brands and agencies traditionally make the mistake of heading down the content creation path without

a solid amplification and distribution strategy. Often, brands don’t even consider where the audience will consume the content.

There are so many channels out there that it’s crucial to understand what works and resonates with your

customers. Equally, it’s important to note that budgets should be aligned with the key marketing objectives and the specific barrier of the path to purchase that your brand is trying to solve.

Media and creative agencies tend to have opposing views on how production and distribution budgets

should be allocated. Pedantic ratios such as 80:20 content production to distribution (or vice versa) will result in possible failure to achieve campaign KPIs. If the distribution plan is not part of your content marketing

strategy, it would be best to stop, re-evaluate and ensure that it is.

FoodForLifeTV.sg became an ecosystem that transitioned from online to offline. Based on insights produced through buying behaviours, the brand was able to create food and cookery content that is in line with the

interests and needs of Singaporeans.

The content strategy centered around unique original content in the form of TV shows from Singapore and

around the world such as:

● Video Cookbook – on-demand recipe video bank with hundreds of unique recipes

● Cook School – video series to help improve cooking skills and know-how

● My Food Story – feature stories profiling great Singaporean home cooks

● Wine Club – all the information you need to be a wine guru

● Domestic Goddess – weekly show to help inform, educate and inspire

Results between 2014 and 2016 demonstrated interest sustained beyond the first 3 seconds of watching a video:

● 18 million video views, on and off the platform

● 19 million video and multimedia views, on and off the platform

● Engagement on and off platform stands at 16 million

● 9 million page views on the platform

● People spent an average of 2 minutes on the platform per session

● Session durations averaged at 5 to10 minutes for content that users are passionate about, such as Peranakan food, the Singapore Elections 2015 and Chinese New Year.

THE RIGHT DISTRIBUTION PLAN4

There are various ways of getting your content seen and consumed by your consumers and audiences.

Your strategy should dictate what’s right for your objectives and your level of advancement in your brand’s

content marketing strategy.

At the beginning of this paper, the importance of mapping out your strategy together with your brand’s

paid, owned and earned assets was highlighted. This would be the genesis of the distribution strategy and

the below illustrates a web of distribution opportunities.

This illustration is not an exhaustive list of distribution opportunities and there will be more opportunities within

your brand and market’s media landscape.

Finally, it’s important to always maintain the user’s trust when amplifying content - not ads and product

overviews masquerading as content. Research by the Content Marketing Institute showed that 82% of people said they like getting content from brands as long as it was valuable - the question is to continually

ask what value the user is getting from the content.

Experience it

SOCIAL

THE

AMAZING

CONTENT

CHAT APPS

VIDEO

SYNDICATION/

LIVE VIDEO

CONNECTED

DEVICES

NATIVE

DIGITAL

CURATORS/

PARTNERS

INFLUENCERS

OOH

OWNEDSEM

DIGITAL

RADIO

PR

Case Study: 6 Pack Band: Brooke Bond Red Label Tea

India has an estimated 1.9 million transgender people, known in the country as hijras. Stigmatised

and alienated, hijras find it impossible to get and hold down conventional jobs. Ultimately, many of them

resort to begging to make a living.

In a landmark judgment in 2014, the Indian supreme court ruled that transgender people had equal rights

under the law, and granted legal status to a third

gender. But despite this, hijras still have restricted

access to education, health and public spaces and

until recently were even excluded from effectively

participating in social and cultural life.

It is Brooke Bond Red Label’s (Hindustan Unilever) brand mission to bring people together, making the world

a more welcoming place. The objective was to compel India to confront its prejudices and change the

way ‘the third gender’ are perceived.

Tapping into the country’s rich heritage of music and dance, the company launched The 6 Pack Band,

India’s first transgender pop group. By putting them in the limelight, the intent was to show that they are just like everyone else.

To generate awareness of the 6 Pack Band auditions amongst the transgender community, a team

was created that went to traffic signals and on local trains across various pockets of Mumbai. Over 200 transgender auditioned before the final line-up was determined.

6 Pack Band songs were launched on YouTube. The content needed to reach a mass audience so that

people could look at them differently, with more tolerance.

Three songs were launched over three months. The first was ‘Hum Hai Happy’, a cover of Pharrell Williams’ hit. It’s a vibrant track infused with Indian rhythms, incorporating the hand-clapping gestures synonymous

with hijras.

The follow up was created in collaboration with India’s top musician Sonu Nigam, ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ and reinforced that all people are born equally and they should be embraced for who they are. An acoustic version of this song was also recorded to show the

credibility of the act as real singers and performers.

Soon after launch, leading television music and radio channels played them as part of its programming.

They were available to watch and listen on live-streaming music apps Wynk, Hungama, Gaana and Saavn

and the top mobile operators offered the song as a caller tune, so people could show their support. The

campaign achieved great results and helped drive acceptance of the third gender:

● Over 10 million views of the first 3 songs on YouTube

● 6 Pack Band has been invited to perform live at the prestigious Radio Mirchi Music Awards, the Global Indian Music Awards and at the YouTube Fan Fest

● To date, the campaign has reached more than 25 million people

● Total PR value earned INR 100 million (US$1.5 million) for the three songs launched

HUL’s 6-Pack Band

Elementary Intermediate Advanced

Starting somewhere

1. Start tactically, ‘proof of

concept’2. Define objectives and learning

intent

3. Apply metrics that matter to learn (consumption, lead

generation, sharing, sales)4. Discover and learn what makes

your customers engage

Defining the strategy

1. Define a content marketing

funnel that works for your consumer funnel

2. Define what content can be

created for each phase of your consumer funnel based on the

marketing objectives and challenges you are addressing

3. Define your distribution /

amplification strategy

Strategy on steroids

1. Build your content hub

2. Let content hub insights optimize your marketing strategy and objectives

3. Change your business processes to facilitate content production

4. Create an attribution model for your content marketing channels

5. Define your distribution / amplification strategy

Content Marketing Kick-start Guide

● India’s biggest celebrities, including Sharukh Khan and Hrithik Roshan tweeted about 6 Pack Band and shared their videos, generating support.

● The aim of global awareness was achieved with universal acceptance of the 6 Pack Band.

After years of silence, my brother invited me home.

The people who used to harass us on the

street say, ‘That’s the star from 6 pack band

Komal Jagtap,

6 Pack Band Member

Having a strategy put in place before any content is created is a crucial first step. Whether the strategy is for the short or long-term impact, brands must start somewhere and build towards a more intermediate or

advanced level strategy as they progress.

It is imperative to start small in order to effectively navigate the learning process of developing the right

content pieces for each phase of your brand’s different marketing objectives.

This is to ensure that you are progressing in the right direction in developing content for consumers that add

value to their lives and help your own business objectives in the long run.

Many brands in our region are still within the elementary phase of content creation and this simple guide will

help in crafting the right long-term strategy and setting brands up for success.

With the right insight and knowledge into consumers and their buying patterns, brands would be able to

plan and execute a content marketing funnel and framework that defines the objective of each piece of content they will be creating.

This will in turn lead to the right measurement metrics, which will set the business up for success.

Now, you’re ready to work towards the right strategy with a content planning framework that will

clearly define and guide your long-term content marketing efforts.

SO WHAT’S NEXT FOR MY BRAND?5

This will in turn lead to the right measurement metrics, which will set the business up for success.

Now, you’re ready to work towards the right strategy with a content planning framework that will clearly

define and guide your long-term content marketing efforts.

CONTENT MARKETING:

A FRAMEWORK

Motivation/ Behaviour

Determine: Demographics

Affinity, Intent search signalsSales/ campaign results

CompetitionBenchmarks

Search VolumesExplore: Positive/Negative &

NeutralSocial sentimentCommunity trends

TopicsMarket/ Industry Insights

BenchmarksCustomer Persona’sUnderstand your Audience

Opportunities & Gaps

Channels

Content

PR

Influencers

ROI & Success● Leads

● Sales● Data● Traffic, Reach

● Visits / Engagement

Brand Lift ● Awareness

● Engagement● Consideration

Purchase Intent

KPI’s

STRATEGY

PLAN

CREATE

DATA

ANALYSIS

PLAN & PREPARE

PUBLISH

Outreach & Influencers:Contributions

Content typeNative advertisingChannels

InfluencersSyndications

Outline:Style & Tone of voice

StorylineContent research

Value proposition & USPROi

To: WHO, WHEN, WHERE

DISTRIBUTE

MEASUREMENT

AMPLIFY YOUR CONTENT

NICHE/ MAINSTREAMPublishers

InfluencersAmbassadorsPaid, Owned & Earned media

( Organic & Paid)

Define SuccessTrack Macro Metrics -

Trending, Search, Social metrics, commentaryMicro Metrics: Website,

Campaign, TEST & LEARN, feed back

into KPI’S

TRACK IMPACT