1.
CONTENT
MARKETING
CONTENTGUY
that
brought to you by
STARTER TOOLKIT

2.
Introduction
While everyone frantically tries to predict the next big thing in the ev-
er-changing digital landscape, we believe that one thing will always
stay relevant: Great content that resonates with your target audience
and caters to their needs.
What is Content Marketing?
Content marketing is the development and distribution of valuable
and relevant content to attract, retain and grow an audience that reso-
nates with your brand, and most importantly, help to meet your busi-
ness goals.
Why Content Marketing?
We live in a multi-device world where consumers are exposed to hun-
dreds and thousands of ads every day.To stand out from the noise and
cut through the clutter, you need to have content that is valuable and
relevant to bring forth your brand messages with clarity to your in-
tended target audience.
How does this toolkit help?
There is no one-size-fits-all solution for content marketing but this
toolkit will help to equip you with the fundamentals of good content
marketing, allowing you to systematically develop a roadmap towards
content marketing success.
This toolkit is for:
- Marketers looking to embark on Content Marketing in 2017
- Startups and SME marketers who want to improve their bottom-line
with Content Marketing
- Anyone who intends to learn about Content Marketing

3.
STEP ONE
UNDERSTAND YOUR
PURPOSE
To find success in Content Marketing, you must first have a good un-
derstanding of your purpose and to do that, here are some important
questions to ask yourself:
- Why are you doing this?
- Is there a need that you can fulfil or a gap you can fill?
- What do you want to accomplish with Content Marketing (besides
making a profit)?
- What is the one subject (related to your business) you feel you are
the best person in the world to talk about?
- What sort of value do you want to provide to your consumers through
Content Marketing?
- How do you differentiate yourself from your competition?
- What does success look like to you?
Take some time to think about the above questions before you move
forward; it is crucial that you get this step right, as doing so will pro-
vide you with clarity, meaning and direction for your Content Market-
ing initiatives. In the later stages, the purpose will act as a filter to help
you make important decisions.

4.
STEP TWO
UNDERSTAND YOUR
AUDIENCE
To develop compelling and useful content, you will first need to know
who you are developing it for.
Ask yourself this simple question:“Who are the people who would
resonate best with your brand and most likely to benefit from your
content?”With that in mind, identify your audience persona. Include
details like gender, education level and income, their profession and
interests.
Example: Male, 25 - 36, university graduate earning > 50K a year, IT
professionals who love gaming.
Do your research through focus groups, surveys, interviews, etc. and
develop a few variations of your audience persona.With the audience
personas, you will be able to tweak, tailor and structure your content
with more clarity.

5.
STEP THREE
develop YOUR
narrative
In the previous steps, we talked about discovering your purpose and
the type of audience that would best resonate with your content; the
narrative is what brings the two together.To tell a compelling story,
you can take the following into consideration:
Tonality: Every brand has a unique tonality or voice; do you want to
sound formal or casual? Define one that will best resonate with your
target audience; your tonality is key to how your audience will per-
ceive your brand.
Value: If you want people to consume your content, it is important to
think about what sort of value your story can provide. Does it inspire,
entertain, educate or entice people?
Making It Interesting: Always remember, you are creating content
not to please yourself but to provide value to your target audience.
Thus, it is important that you constantly think of fresh new ways to
make things interesting for your target audience.

6.
STEP FOUR
Identify YOUR
CHANNELS
While it is important that your content should be platform agnostic,
that does not mean you have to be on every single channel out there.
For effective distribution of content, the key here is to identify the
channels which your target audiences are residing on and focus your
engagement on the selected channels.
Example: If your target audiences are primarily housewives aged 25 -
40, then the channel you should be focusing on would most likely be
Facebook. Conversely, if your target demographics is mostly made up
of millennials, then you should consider putting your attention on plat-
forms such as Snapchat and Instagram.

7.
develop YOUR
content
STEP FIVE
With all the planning out of the way, this is where you go all out and
have fun with your content creation process! If you want your content
to be compelling and go places, be brave and don’t always stick to
“safe” content. But before you go all out and be creative, do take note
of the following:
Content Optimisation: Always ensure that your content is in the right
size and properly optimised for the respective social network. Exam-
ple: If you have a physical brochure, you can't just scan it and directly
post it up on Facebook and expect effective engagement.To get the
best results, you’ll need to adapt the brochure and tailor it into a
format that is friendly for Facebook (and for your audience on Face-
book).
The Right Content Format: This comes with a good understanding of
your target audiences. Example: If your target audiences are made up
of millennials aged 18-21 (shorter attention span), instead of using an
800-word blog article, it might be more efficient to communicate the
same story with a 1-min video.
Platform Policies:You’ll need to ensure that the final output does not
violate platform policies. Example: Facebook has a 20% text rule for
all ad images, in this case, you have to ensure that there is minimal text
in your content output.

8.
STEP SIX
AMPLIFY YOUR
content
Your content is not going to magically reach your intended target au-
dience by merely distributing it on your existing platforms.You’ll
need to look into ways to amplify your content to the right target audi-
ence. Here are some suggested ways you can explore.
- Social Media Advertising (Facebook/Instagram/LinkedIn Ads)
- Search and Display Ads (SEM/GDN)
- Content Discovery Platforms (Outbrain and Taboola)
- Influencer Marketing
- Partnerships with relevant brands/organisations
- Content seeding on related groups and forums
Take time to study the above amplification strategies and decide
which would be most suitable based on your existing budget and re-
sources.
ADVERTISING

9.
STEP SEVEN
Analytics and
evaluation
Nobody gets it right the first time round, but it is important that you learn
what went wrong the first time round.Thus, analytics is crucial for your
Content Marketing efforts.With analytics tools such as Facebook Insights
and Google Analytics, you’ll be able to measure the performance of your
content and determine if your content marketing work is successful.
Do a thorough evaluation process and seek to:
- Continously fine-tune your content narratives to be more relevant and
exciting for your target audience.
- Determine if you are distributing your content on the right channels
- Determine if your content resonates well with your intended target audi-
ence
- Determine if your amplification strategy is the most cost-effective and
figure out how you can keep your cost per acquisition even lower.
INSIGHTS

10.
CONTENT MARKETING CHECKLIST
STEP ONE STEP TWO STEP THREE STEP FOUR
STEP FIVE STEP SIX STEP SEVEN
UNDERSTAND
YOUR
PURPOSE
UNDERSTAND
YOUR
AUDIENCE
DEVELOP
YOUR
NARRATIVE
IDENTIFY
YOUR
CHANNELS
DEVELOP
YOUR
CONTENT
AMPLIFY
YOUR
CONTENT
ANALYTICS
AND
EVALUATION

11.
CONTENTGUY
that
ABOUT
Over here at thatcontentguy.sg, we aim to advocate and inspire
the progress of value-driven content marketing practices, which
we firmly believe is the way forward for brands and businesses.
We share insightful and practical guides which marketers and
business owners can follow as well as best value-driven content
marketing case studies in Singapore and around the world.
CONNECT WITH US
hello@thatcontentguy.sg
+65 97506492
CONTACT US
www.facebook.com/thatcontentguy.sg
www.linkedin.com/company/thatcontentguy.sg
http://thatcontentguy.sg