Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!

1. CONTENT MARKETING FRAMEWORKS TO SWEAR BY
INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA
CONTENT MARKETING FRAMEWORKS TO SWEAR BY
INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA

2. • Nicholas Pan, Managing Director, Strategy & Commerce, VMLY&R
• Chris Lu, Regional Head, Communications, Culture Development, Anymind Group
• Dawn Chan, International Business Director, Advertising & Marketing Solutions, The South
China Morning Post
• Greg Fournier, Executive Director, Strategic Partnerships, APAC, Unruly
CONTRIBUTORS
INTRODUCTION
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts
from our Content Committee which frameworks they swear by across topics such as Audience,
Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!

3. Determine:
Demographics
Affinity, Intent
search signals
Sales/ campaign
results
Competition
Benchmarks
Search Volumes
Explore:
PosItive/Negative
& Neutral
Social sentiment
Community trends
Topics
Market/ Industry
Insights
Benchmarks
Customer
Persona’s
Understand your
Audience
Opportunities &
Gaps
ROI & Success:
Leads
Sales
Data
Traffic, Reach
Visits/
Engagement
Brand Lift
Awareness
Engagement
Consideration
Purchase Intent
Channels
Content
PR
Influencers
Outreach &
Influencers:
Contributions
Content Type
Native advertising
Channels
Influencers
Syndications
Outline:
Style & Tone of
voice
Storyline
Content research
Value proposition &
USP ROI
To:
WHO,
WHEN,
WHERE
Niche/
Mainstream
Publishers
Influencers
Ambassadors
Paid, Owned &
Earned media
(Organic & Paid)
Define Success
Macro Metrics:
Trending,
Search, Social
metrics,
Commentary
Micro Metrics:
Website,
Campaign
Test & Learn:
Feedback into
KPI’s
CONTENT MARKETING FRAMEWORK
Source: Content for the Long Haul, IAB SEA+India
CONTENT MARKETING: A FRAMEWORK
There is no silver bullet to content marketing.
Following a step-by-step process helps ensure
that you have all bases covered and a well
thought out campaign.
MOTIVATION/
BEHAVIOUR
PLAN CREATE DISTRIBUTE MEASURE
ANALYSIS KPI’S STRATEGY PLAN & PREPARE PUBLISH AMPLIFY TRACK IMPACTDATA

4. ASIAN TRIFECTA APPROACH
At AnyMind Group, we use a trifecta approach to
content, using a combination of evergreen, social
and link-earning content that is localized to the market.
This approach also requires us to have a keen ear on
the conversations from our clients and the industry,
along with having stories and content that deserve to
be told. Providing content that resounds and educates
in the markets we're in ensures we reach a
regional audience.
Source: Content for the Long Haul, IAB SEA+India
”
”
Long gone are the days marketers bombard
audiences with promotional messages. Earned
content enjoys greater influence and brand recall.
Engage a two-way dialogue with your consumers by
having clearly defined paid, owned and earned
strategies for each content piece.
Chris Lu,
Regional Head, Communications,
Culture Development, AnyMind Group

5. HERO, HUB, HELP
HELP:
Answer the questions your
consumers are asking to create
programming that is always
relevant throughout the year.
Consider making product tutorials,
how-to lessons or customer service
videos.
3
HUB:
Episodic or multi-part series
designed to give a fresh
perspective on your audience’s
passions and interests. This is often
staggered throughout the year.
2
HERO:
This is the content you want to push
to a big, broad audience. Most
likely, you’ll only have a few hero
moments per year—for example,
major product launches or
seasonal tent poles.
1
HELP
HUB
HERO
While frameworks are not often
used in a media company using a
journalistic lens to tell brand stories, we
do find the Hero-Hub-Help model to be
useful. The framework helps us program
and distribute our content - especially
for an in-depth series or a content
channel that's long-term - to factor in
reader interests, needs and
attention spans.
”
”Dawn Chan,
International Business Director,
Advertising & Marketing Solutions
South China Morning Post
Are you churning out content for content’s sake? Clearly
defining the role and objectives of each piece of content
in your marketing strategy helps you prioritize your
investments and focus.
Source: Programming and Channel Strategy, Think with Google

6. Just as marketers can't do everything at once, neither can video content. Advertisers need to be clear about whether they want
their video content to make consumers 'think' about their brand or product, 'feel' the love for their brand or product, or 'do' something by
taking action. To this end, we've analysed video creative lengths and mapped these back to various outcomes - to help our clients
understand the ideal video length for 'think', 'feel' and 'do' campaigns and ensure their creative is fit for purpose."
THINK, FEEL, DO
Greg Fournier,
Executive Director, Strategic
Partnerships, APAC, Unruly
Adapted from Harvard Business Review's Orchestrator Model, this model categorises marketing functions into three broad
types; 'think' marketers who use data to build insights, 'feel' marketers who focus on consumer engagement and 'do' marketers
who develop content.
”
”
Average knowledge by
length of ad
Average brand favourability
by length of ad
Average purchase intent
by length of ad

7. “Makes me laugh” “This is me.” “Helps me connect” “Helps me...” “Makes me feel...”
Makes you laugh :
Good clean fun
Content that is just good,
clean and non-offensively
funny
This is me
(Self-depreciating)
Content that helps you make
a joke about yourself (often
critical)
This is us
Content that precisely
describes your bond with
someone
Helps you learn something
about yourself
Content that reveals something
you may not have known
about yourself, typically in a
quiz result
Faith restored
Content that lets you know
there’s still good out there
BUZZFEED’S CULTURAL CARTOGRAPHY
Dao Nguyen, Publisher at Buzzfeed, shares in her TED Talk
how her team creates their quizzes, lists and videos, with a
system developed using data to understand how people
use content to connect and create culture.
Source: Dao Nguyen, What Makes Something Go Viral?, Ted.com
Nicholas Pan, Managing Director,
Strategy & Commerce,
VMLY&R
Learning from Buzzfeed’s Cultural Cartography,
content marketers can use this as a framework to
develop content that engages their consumers.
”
”

8. CONTENT MARKETING FRAMEWORKTHINK, CREATE, OPERATE
CREATE OPERATETHINK
AUDIENCE
Demographics
Psychographics
Personalities
Attitudes
Consumer
Behaviour
Content
Preferences
Media
Consumption
Habits
CONTENT STRATEGY
Why: Value Exchange
Who: Brand Personality
What: Campaign /
Always-on?
Where: Content Type
How: How it will happen
Factors to consider:
Format
Duration
Medium/ Channels
Location/ Distribution
Management &
optimisation
MEASUREMENT &
OPTIMIZATION
Behavioural Response Metrics:
Engagement, CPM,
Viewability & Validation
Brand Impact Metrics:
Aided Brand Awareness,
Online Ad Awareness,
Message Association, Brand
Favourability, Purchase Intent
RIGHT FORMAT, RIGHT
PLATFORM
Format
Screen size
Shape
Orientation
Subtitles & captions
Length
Sound on/off
Trends, events, tactics
Hyperlocal nuances
DISTRIBUTION
Budget
Reach
Channels
Information architecture
Amplification Strategy
Source: Developing Effective Content for your Audience, IAB SEA+India
Think you have a solid content strategy? Use this as a final checklist to ensure that you have considered all factors!

9. hello@iabseaindia.com www.iabseaindia.com
INTERACTIVE ADVERTISING BUREAU SOUTHEAST ASIA AND INDIA
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