Building Kickass Marketing for 21st Century

1. Building Kickass Content Marketing for 21st Century
By Elton Kuah

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Elton Kuah
www.linkedin.com/in/eltonkuah
About Myself
• Digital Marketer, Design Thinker, Data Analytics (3D)
• Over 10 years’ international experience as entrepreneur in
doing market research and B2B digital marketing.
• Equipped with Google SME Leadership, Facebook Blueprint
and Linkedin Marketing Labs. Also have Certificate
• YSEALI Professional .Fellow under US State of Department.
Have been attached to Blue Startups, a US Top 20
Accelerator
• Business Advisor for Alphazetta Pte Ltd, leading global
community for independent analytic experts.
• Spoken in key events such as Hong Kong Entrepreneur Day
World Product Tank Day, Global Youth Forum Hong Kong,
Asia Business Forum, Internet Show Asia and Social Media
Week
• Rise Night Summit Conference Opening Night Co-Host and
Volunteer
• Graduate Degrees (Hons) in Electronics & Electrical from
Nottingham University
Photo With Instagram Team

3. Linkedin
•All Star User of Linkedin (linkedin.com/in/eltonkuah)
•Top 1% World Most Viewed Profile on Linkedin in 2012
•Did Basic Sales Navigator Training By Linkedin

4. Photo’sTalk at Internet Asia Show Singapore

5. Level up your skills

6. Content Marketing Master Class
• Kickoff Your Content Marketing Strategy
• Tanking Content Marketing Workflow
• Defining Your Content Marketing Playbook
• Where Do We Go From Here?

7. The aim to level up the knowledge

8. Module
• Kickoff Your Content Marketing Strategy
• Tanking Content Marketing Workflow
• Defining Your Content Marketing Playbook
• Where Do We Go From Here?

10. Define elements of content of this movie

11. Define elements of content of this movie

12. Some takeaway
1. There is always a central theme and main stakeholders.
2. How the influencer/peers connects the dot matters.
3. You don’t know what’s coming next/where does it come
from
4. You need to be in a scenario to experience it.
5. Do read the commentaries.

13. Define elements of social media
Communication to this movie

14. Context to consider
• You may hear terms of social analytics, internet troll, fake
news, news democratization etc.
• The slides presentation will be based on my experiences with
Linkedin and Google News and exposure to contact of people
from SMCP, Asia CEO Community Hong Kong (ASIA CEO) that
deals with High Net Worth Individual (HNWI) and occasional
roundtable discussion with government agency such as MDEC.

15. Terminology : New Media
• NEW MEDIA TOOLS are methods of interactive
communication that rely upon a computer or mobile device
with Internet access.
• New media tools allow the creation, publication, modification
and distribution of information using simple tools.
• Among the popular tools used to share content are:
• text messaging, blogs, social networks, podcasts and RSS
feeds.

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Content Marketing Funnel

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Content Marketing Funnel

18. • Your purpose and goals: The “why” – why you are creating content
and what value you expect it to provide
• Your target audience: The “who” – the one category of consumers
your content can benefit most and what’s in it for them
• Your brand story: The “what” – what specific, unique, and valuable
idea you will build your content assets around (This includes your
overarching content mission, as well as the topical areas you will
focus on in pursuit of that mission.)
• Your process: The “how” – how you will structure and manage your
operations, as well as how you will enable, activate, and apply
specific content tactics in pursuit of your goals
• Your measurement: The “how much” – how you will gauge your
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Content Framework

19. • Mindset Shift #1
• DON'T - Write high quality content, hit publish, repeat
• DO - Strategically educate and entertain people through a journey of…
• Awareness > Interest > Consideration > Purchase > Growth
• Mindset Shift #2
• DON'T - Write for fun / because your Mom or XZY company is doing it
• DO - Produce “content assets” that work for your business long term
• Mindset Shift #3
• DON'T - Try and find the newest hack to get more traffic to your website
• DO - Promote content to your target audience 19
Mindset Shift

20. Understanding Your Audience
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21. Content marketers often apply "the Field of Dreams“ approach
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Why Understanding TA Matters?

22. Checklist to consider

23. Pinpoint Audience
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24. Audience Profile Target
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25. Buyer Personas,
https://www.vbout.com/buyer-persona
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26. Mapping Your Content Marketing Layout
Module 2

27. Keyword Research Layout
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29. Content Marketing Goal with Topic
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30. Content Marketing Goal with Topic
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31. Content Marketing Layout
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32. Content Tactical Plan
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33. Content Tactical Plan
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34. Module 2
• Kickoff Your Content Marketing Strategy
• Tanking Content Marketing Workflow
• Defining Your Content Marketing
Playbook
• Where Do We Go From Here?

35. Checklist to consider

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44. Idea Generation – Use Keyword
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https://www.hubspot.com/blog-topic-generator

45. Tools To Use For Headline
https://headlines.sharethrough.com/
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46. Module
• Kickoff Your Content Marketing Strategy
• Tanking Content Marketing Workflow
• Defining Your Content Marketing
Playbook
• Where Do We Go From Here?

47. STEP 1: COME UP WITH A FEW IDEAS
• Think, what are the content buckets / categories I need to own?
Within those, how many ready-to-go headlines can I brainstorm? The
body follows the headline.
When doing this, think back to the lesson on lead magnets:
• What are the questions your audience has?
• What are the soundbites they’d respond to?

48. STEP 1: COME UP WITH A FEW IDEAS
• Check topics on Google Trends
• Find content that is popular in your arena and repurpose it using the
skyscraper technique. You have to make sure that you add a new twist and
actually make it better. Don’t just repost/plagiarize. Thinks “10X”
• Curate a collection of content that is dispersed. Don’t just push a bunch of
shit together, but if there is real value by building a curation, by all means
do this
• Use the Hubspot Customer Persona Template as guide

49. Step 2: SET YOUR GOALS
• What is it that you really want to meet your business objectives. Some of
the metrics that matter are:
• Visitors: How many people have actually seen this content (this matters to
measure top of funnel [TOFU] so you can assess everything below.)
• Engagement: How many people have completed the whole read/view
through, commented, liked, etc (this matters because if there is no
response - it probably isn’t important to people)
• Shares: How many people have invited others to enjoy your content (this
matters because usually when content is amazing, people will share it.

50. Step 2: SET YOUR GOALS
• Emails: New subscribers to your content (this is probably one of the best
signals that what you created is valuable).
• Conversion: Sales, Leads, Etc. Way more rare, but VIP (This really doesn’t
need a description, but just as a reminder, you may not get conversions for
6-9 months from good content, so don’t get discouraged if all else above is
inline.)

51. Step 3: CREATE THE CONTENT AND PUBLISH
• There is really nothing else here other than just creating it. But a few
things to remember that were mentioned by our two mentors:
• Make it mobile friendly - remember that people are spending their time
consuming. Be conscious of their time.
• Add in ways that people can “snag the article” (or piece) for later (i.e.,
SumoMe WelcomeMat, PicReel, HelloBar, etc)
• Link your new content to 5 existing pieces with similar keywords
• Link existing content with similar keywords to this new content

52. Step 3: CREATE THE CONTENT AND PUBLISH
• This may require you building a “laborious” content marketing database of
stuff you’ve created with each row containing (TITLE / Keywords / URL /
Date) - it will help you sort keywords relevancy later on when you start
cranking
Golden Rules Creating Content:
• Do a competitive analysis first (open site explorer or buzzsumo to see what
else is out there)
• Have a unique angle (no point in doing anything if not, maybe just curate)
• Scannable - read the principles on Information Architecture
• Don’t try to be “viral” - it will probably never work out to your favor

53. STEP 4: PROMOTE YOUR CONTENT
• There are many ways to do this and here is outline sequence as following:
• Quoting and Citing Influencers
– Use the tools above (open site explorer or buzzsumo) to see who else
is talking about your topics and find good quotes from non-competing
brands / thought leaders
– Mention them and keep record of mentions so you can notify them in
a non-spammy, friendly way that you quoted their “export opinion” -
• You can use Sujan’s tools NOTIFIER
– Remember, this is about building relationships!

54. STEP 4: PROMOTE YOUR CONTENT
– While you’re at it, make a list of the top 15 influencers in your space
that you want to work with. Remember the difference b/t practical
and sexy (Forbes, USATODAY, etc)
• Advertising
– Build sponsored posts with your content to hit target audiences on
Facebook and Twitter
– Make sure your pages have Calls To Action (CTA’s) that will help you
“start conversations”

55. STEP 4: PROMOTE YOUR CONTENT
• Make your content shareable
– Embedded Tweets (click to tweet, Medium)
– Share Tools
• Your Own List
– Goes without saying - but just remember to use all content to expand
your list so you can share this
– Keep you content list separate from your transactional list so if
someone unsubs, they still get important emails

56. Amplify With Influencers (Credit to Linkedin)
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57. Expand Content Reach via Sponsored Content
(Credit to Linkedin)
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59. Podcast As In Trend

60. Define how you define social media
Communication to a movie

62. Define how you define social media
Communication to a movie

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Conclusion

64. Hope You Have Your Takeaways
From Today Lesson
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65. Elton Kuah
Elton.kuah@alphazetta.net