90% of consumers find custom content useful! 91% of B2B and 86% of B2C marketers use content marketing. Yet few succeed without going through a vicious cycle of trial and error. Well, it's time to take the guesswork out and create shareable, customised content for your brand! Find out all aboout content marketing 2020 and must-have content assets for every budget.

1. Track: Content Marketing
Must-have
Content Assets
for
#DigitalSuccess

2. Hi… I‟m really happy to be back with another interactive monthly
webinar & welcome you all to an action-packed learning session!
If this is your first time, let‟s get to know each other little bit. I head
Pi Social Media, a 360 degree social media & digital marketing
agency based in Singapore. More info at www.pisocialmedia.com
I love digital media, sharing insights based on user behavior & our
interaction with technology! Today we‟ll play around with smart
content & how to rock your content marketing strategy in 2015!
You can find me on social media (of course!) @
LinkedIn: www.linkedin.com/in/kavitaj
Twitter: @write2kavita
Facebook: www.facebook.com/kavitaj
E-mail: kavita@pisocialmedia.com
Director

3. Content is king!
Quantity over quality
Old school marketing content
Individual Silos
Following the pack!
Visual content is king!
Quality all the way
Engaging videos for prospects
Intuitive & Integrated
Finding and developing your „voice‟
In 2005 In 2015

4. Emotions Drive Content !

5. Content Asset Mix!

6. Resources & Tools Process Stories
Content Development Team Choice of asset Stories with a Human Element
Marcomm Team Demographics Product Stories
Creative Team Develop Content Pieces Success Stories
Technical Team (if required) Monitor Performance Inspirational Stories
Content Creation Tools Review Stories of Relevance
Social Platforms to Distribute Repurpose Trending
Content Development Process

7. Existing Content you can Makeover !
Web
Reviews
Product
Shots
Raw Videos &
Photos
TestimonialsResearch
Data

8. Other Useful Content Sources
INTERNAL EXTERNAL
Sales Data
Industry Surveys &
Research
Competitor Data Journals & News
Company News,
Reviews & Annual
Reports
Social Media Fans
FAQ/Demos etc. Guest Contributors

9. ● Background & Demographics
● Hobbies & Interests
● Pain Points & Motivating Factors
● Economic Status/
Role in Purchasing Decisions
● Content Topics
● Mediums & Content Consumption
● Tone, Style & Content Strategy
● Marketing Message
Content mapping for your Target Audience
Target Audience Content Mapping Criteria

10. Nurture Procedure via Content

11. Must have Content Asset #1: Newsletters

12. Did you know?
90% choose newsletters
when asked to opt-in to
receive company updates!
Elements Tone
Responsive template Use a persuasive headline
Clean design & layout Keep it short & relevant
Website & social links Say it with visuals
Single call-to-action Leverage trends
Create Newsletters that Convert!

13. Must have Content Asset #2: Blogs

14. Elements Tone
Mobile friendly Provide insights, not just info
Easy to navigate Conversational
Share button Distinct „voice‟ & conviction
Links to related posts, popular
entries, website
Text and images balanced well
Blog for a Relevant Audience
Did you know?
Marketers who
prioritized blogging are
13x more likely to
enjoy positive ROI!

15. Must have Content Asset #3: Infographics

16. Elements Tone
Awesome content with
branding
Wacky works wonders
Social and website urls Informative, but not
overwhelming
Backed by strong research
and unique viewpoints
Mind the flow!
Cohesive design Brevity is the soul of wit
Design Viral Infographics
Did you know?
Infographic search
volumes increased by
800% in last 2 years!

17. Elements Tone
Brand & Industry specific
content for trust
Narrate your story - start to
finish
Step-by-step breakdown Don‟t sound smug
Clear outcome & benefits Conclude with an analysis
Relevant stats & data Step into your readers‟ shoes
Did you know?
B2B buyers prefer case
studies (73%) &
whitepapers (78%) before a
purchase decision.
Must have Content Asset #4: Case Studies & Whitepapers

18. Must have Content Asset #5: Testimonials

19. Elements
Up-to-date & relevant
Short & sweet
Videos>Text
Home page placement
Testimonials Add Authenticity
Did you know?
Customer testimonials
yield an 89%
effectiveness rating for
content marketing!

20. Elements Tone
Don‟t forget the CTA Laughter is viral
Native on multiple platforms Talking heads = boring
Keep them short Maintain subtle brand voice
YouTube SEO Think Instagram/Vine
Did you know?
74% of all internet traffic in
2017 will be video!
Must have Content Asset #6: Videos

21. Types Tone
Native videos Keep it short & memorable
Infographics No hard selling!
Branded Visuals &
Hashtags
Humour works (mostly!)
Did you know?
93% of marketers use
social media for business!
Must have Content Asset #7: Social Content Mix

22. Content Marketing (Advanced)
Webinars User Generated Content
● Plan ahead & promote early ● Celebrate your biggest fans
● Prepare a winning slide deck ● Hang out in niche platforms & forums
● Never take research lightly ● Power to the people
● Share insights or solve a problem! ● Make it authentic
● Conduct polls, distribute recordings ● Give before you receive
● Have a Q/A session ● Give credit where it‟s due

23. Platform Centric Content Creation
Facebook
● Visual Content
● Native Videos
● Native Advertising
Twitter
● Event Updates
● Trending Topics
● Real-Time Snippets
Instagram
● Behind-the scene Photos
● Offers, Discounts & Promotions
● Events & Happenings
LinkedIn
● Professional Blogs
● Industry Updates
● Company & Career Updates

24. Top 5 Content Distribution Platforms & Tools!
Platform: Best Known For:
Outbrain Headline Distribution
Zemanta Link Distribution
StumbleUpon Social Distribution
SimpleReach Story Distribution
ARC Newswire Distribution

25. Possibilities for Repurposing Content
Newsletter Podcast Slidedeck Video SocialBlog Survey

26. 2015 Content Marketing Challenges!
1. Documented Strategy
2. Marketing Spend
3. Variety
4. Creation
5. Frequency
6. Engagement
1. Real-Time Sharing
2. ROI
3. Consistency
4. Distribution
5. Quality
6. Integration

27. 10 Deadly Blind Spots to Avoid!
● Content Marketing is NOT link building
● “Blah” content
● Losing your voice
● Lost in translation?
● Comfort Zone syndrome
● Too early, too much, too often
● Ignoring the 3 C‟s
● Forgetting the “H” factor
● Ignoring the „marketing‟
● One-size-fits-all

28. The 2020 Roadmap!
1. Intelligent & Intuitive Content Marketing
2. Niche Platforms & Customer Centric Approach
3. Multi Channel Integration
4. Smarter Strategy & Actionable Analytics
5. Hyper-Targeted & Real-Time
2020

29. Thanks for your interest in our webinar.
To see a video of the full webinar, as well as other
webinars from Pi Social Media, head on to:
www.pisocialmedia.com/webinars/videos

30. Pi Social Media provides 360 degree
digital marketing services:
Search+Social+Content Marketing
#shamelessplugin
Speak to us at 8499 7403 to discuss more:
twitter.com/PiMediaServices
facebook.com/PiSocialMedia
www.pisocialmedia.com
blogs.pisocialmedia.com
Brands and logos are the respective copyrights of the brand owners and cannot be replicated.