This document provides an overview of content marketing and how to measure its effectiveness. It discusses how content engages audiences across owned, earned, and paid channels to drive awareness, engagement, and amplification. Key metrics for measuring success include leads, sales outcomes, and website traffic. The document also provides tips for content development, distribution across social media platforms like LinkedIn and Facebook, and using tools like Bitly, Google Analytics and Google Webmaster Tools to track engagement and ROI.

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Content
Marketing:
Getting in on the
action

2. How to measureHow to engageHow to get started
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WHAT AM I GOING TO COVER TODAY?

5. Personal.
Sources: Text100 Influence Index: Paving the Path to Advocacy
Text100 APAC Consumer Electronic Index
Familiarity breeds content.
2 in 3 Asian shoppers
have already decided which
brand to buy
before point-of-
sale

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Content is the fuel of marketing; but it’s a struggle for most marketers

7. GREATER CREDIBILITY.
 More than 70% of B2B decision-makers use social media to
guide their decisions.
HIGHER VISIBILITY.
Companies with more than 200 blog posts have 5 times more
leads than those with 10 or fewer.
SALES OUTCOMES.
 78% of salespeople who use social media will perform better
than their peers.
WHAT’S IN IT FOR ME?
Sources:
http://blog.hubspot.com/sales/social-selling-stats-that-will-inspire-you
https://business.linkedin.com/marketing-solutions/blog/6/60-b2b-
marketing-quotes-stats-and-facts-for-the-modern-marketer

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GETTING STARTED

9. Every great marketing content
program starts with your own original
content ...but how do you scale these
across your multi-platforms for
greater engagement and reach?
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10. TARGET OUTCOMES
AWARENESS
ENGAGEMENT
AMPLIFICATION

11. Compelling
content drives
conversations and
action across
Earned, Owned,
and Paid
channels.
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12. EARNED OWNED PAID
Product / news
press / blog
coverage
Press release /
case studies on
website
Facebook ads
Case study media
/ blog coverage
Flash demos
SEM
Blog posts
Analyst papers Landing page
Outdoor
Broadcast
Print
Tip sheetsFeature articles
about technology
/ trends
Infographics
Search
Trade show
Buyers guides
Speaking
engagements

13. FIRST, UNDERSTAND WHAT PLATFORMS CAN DO FOR YOU
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Be a trusted advisor and
visionary in C-level
discussions
Consistently provoke and
join conversations with
“influencers”
Support sales
engagements with
insightful, topical ideas

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EXERCISE 1: LET’S TRY CREATING A SAMPLE CONTENT CALENDAR!

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Action: Increase awareness about new Hyper Island course
Content: Hyper Island course outline
Touch
Points
LinkedIn
Guest lecturer’s article
“5 reasons why this
course is important to
marketers”
• Earned (influencer
engagement)
Company Blog
We believe Asia will drive
the future of marketing –
Hyper Island
spokesperson article
• Owned
Facebook
Why this course could
prepare you for next-
generation marketing
• Owned
• Paid (Facebook ads)
Twitter
Our spokesperson shares
a preview to our latest
course [blog link]
#futuremarket
#hyperisland
• Owned
EXERCISE 1: EXAMPLE

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LET’S TALK STRATEGY

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WHAT IS THE OPPORTUNITY?

19. THE
CONSUMER
Understanding motivations
and purchase intent
*Analyzed across 15 face to face interviews

20. What to listen for?
• Who is talking?
• What are they saying?
• Why are these being said?
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SOCIAL LISTENING

21. BUZZSUMO

22. TRENDING SOCIAL CONTENT
TOP SHARED ARTICLES (GLOBAL)
MOST SHARED ARTICLES (REGION)
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23.  Pick a topic that you’ve recently experienced – a story shared by a customer,
trends that are coming up in conversations or opportunities that you’ve had to
address.
 Define your point of view. Try to summarise your opinion on your topic in a
single sentence. Your opinion should be fresh and ideally a little bit contrary to
popular logic.
 Cite other sources. Publicly-referenced case studies (e.g. The Guardian) lend
substance to your opinion. Apart from statistics and analyst reports, you can
also quote other influencers – or even ask them for their input on Twitter or
LinkedIn.
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3 TOP TIPS FOR CONTENT DEVELOPMENT

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HOW SHOULD I ENGAGE?

25. 1. Fill in your profile with concise, topical information. Think about what would interest your
customers or cause them to trust you more.
2. Identify some groups or company pages to follow. Look for groups with active discussions
where you can make useful contributions from your own experience. You might also include
groups relating to non-profits, causes, or education based on your background.
3. Add any useful business connections you’ve made recently.
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FOUNDATIONS: LINKEDIN

26. Engaging with target audience:
• Share third-party content and offer opinions in your status
• Join industry groups; ask questions in your status to encourage
discussion
• Share branded content to increase exposure of brand and showcase
expertise
AMPLIFYING AMBASSADOR’S THOUGHT LEADERSHIP ON LINKEDIN
Feed posts into
the company page
Amplify posts from
the company page

27. Know your audience
1. Make your posts timely, based on seasonal and current events
2. Think about what kind of content supporters probably want to see in News Feed
before you post
3. Research your target audience’s interests and talk about them in your posts
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FOUNDATIONS: FACEBOOK

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TOP TIPS FOR ENGAGEMENT
Solutions-oriented messages are often the
most engaging.
Example headline: One little-known way to
[solve a problem]: [solution]
Cross-Channel Promotion: Encouraging
Facebook users to ‘follow the conversation on
Twitter’ or Instagram cross-promotes your IG /
Twitter account and increases your social media
reach.
A recent look at 682
Facebook posts found
that posts containing advice
or were shared 522%
more than posts that
weren’t advice related
(Source: Blog.Wishpond)

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TOP TIPS FOR ENGAGEMENT

30. CONTENT SYDNCATION

31. Outbrain refers people to content that’s relevant to their interests,
from publications that they trust and respect.
• Most of the world’s Tier 1 publications serve Outbrain
recommendations, including The New York Times, The
Guardian and CNN
• Headlines are contextually matched and targeted by geo
location and relevance
• Allows brand to reach various target audiences whilst
they’re in “consumption mode” i.e. researching and
keeping up with industry news
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THE OUTBRAIN PROPOSITION

32. LANDING PAGE

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SUSTAINING MOMEMENTUM

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SCHEDULING CONTENT ON SOCIAL MEDIA
Source: Buffer

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HOW OFTEN SHOULD I BLOG?
LinkedIn Longform
Status updates
Insights blog Status updates
(tweets)
1-2 original blogs per
month at most
Repost all of your blogs as
LinkedIn Longform posts
Share links to your Insights
blogs twice: once on your
profile, once in a relevant
group
Share links to your Insights
blogs three times, once a day
for three days after publishing.
Use different tweets and
hashtags each time you share.

37. EXAMPLE DAILY ACTIVITY PLAN: LINKEDIN
CONNECTING
Check your
notifications for any
replies to or shares of
content that you’ve
posted (articles,
comments).
Respond either with a
comment or a DM –
even if only to thank
them for their
thoughts.
Time spent: 5-10 mins
CONTRIBUTING
Find the most active
discussion in one of
the groups you
recently joined.
Reply to the latest
comment, referencing
your own experiences
at current company to
support your point of
view.
Time spent: 10 mins
COMMENTING
Find a thought-
provoking or business-
relevant article or
discussion in your
LinkedIn feed.
Leave a comment that
adds your own point
of view to the
author’s, with an
example if possible.
Time spent: 10 mins
SHARING
From either your
LinkedIn feed or your
own reading, find a
piece of content that
is either useful or
entertaining to your
target audience.
Share it as a status
update, with your own
insights/how it links to
your comapany if
possible.
Time spent: 15 mins

38. EXAMPLE DAILY ACTIVITY PLAN: TWITTER
FOLLOWING
Are there any active
discussions happening
in your Twitter feed?
If so, reply to the
conversation and start
following any
contributors who you
don’t already.
Try to follow 3-5 new
people a week.
Time spent: 5-10 mins
REPLYING
Go to the list of
influencers/prospects
you created earlier.
Look for posts which
relate to hybrid
cloud/CI and reply to
them with your own
views, stats, or
examples from VCE.
Time spent: 10 mins
RETWEETING
Review your Twitter
feed for articles that
are business-relevant,
breaking news, or
simply interesting.
Retweet these via
Tweetdeck, adding
your own thoughts to
the tweet.
Time spent: 5 mins
POSTING
Post any business-
relevant articles that
you encounter
(including your own
blog posts) on Twitter.
Time spent: 5 mins

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ROI OF CONTENT MARKETING

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4-STEP FRAMEWORK

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MEASUREMENT TRACKING TOOLS : USING BIT.LY

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Source: Scoopit How many leads does your content generate?
MEASUREMENT TRACKING TOOLS : GOOGLE ANALYTICS

43. Google Webmaster Tools is equally important for measuring
the results of your marketing efforts.
You can track keywords for which your website has ranked,
the number and quality of backlinks, as well as the number
of indexed and broken pages.
You receive error messages and reports that can be used to
improve your website’s performance and boost the
effectiveness of your SEO efforts to reach the right audience.
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MEASUREMENT TRACKING TOOLS: GOOGLE WEBMASTER TOOLS

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