Content Marketing

- Confidential -APRIL 2014 | CONTENT MARKETING PROPOSAL

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What is Content Marketing and why is it important?

Delivering and distributing amazing content

Building a great Content Marketing strategy through data

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Lion & Lion sees Content Marketing (CM) as a game-changing opportunity

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Content Marketing is the conversation between brand and customers through storiesCM and its objectives explained

Content Marketing is about building long-lasting relationships to current and potential customers, by providing stories with valuable content.It aims to build trust, branding, awareness and engagement through various channels in a circular communication.

Brands Users / Consumers

Customer Interaction

Stories

In the digital landscape, brands need to talk with customers, not to them

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Among all online marketing channels, CM is the only one present during the entire purchasing journeyMost effective channels along the purchase process

- Confidential - 6ZMOT Handbook, Google, 2012

ZMOT: The Zero Moment of TruthThe concept of ‘pre-shopping’ – in the store and at home

“That instant when customers open their laptops, pick up their smartphones or grab their tablets, and search to see if you meet their needs.”

This is a brand new channel within the decision-making process and happens before the First Moment of Truth

Increased penetration of electronic devices – especially mobile – now causes an instant response to a stimulus

This could be a TV advert, but a user can’t search with the same medium

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Content Marketing has two parts – Content and DistributionThis can be summed up as ‘what to create’ and ‘where to publish and share it’

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CM provides not only branding but a chance to converse with customers, improve search ranking and increase organic trafficThe content usage and distribution cycle

Search Engine Optimisation Strong social signals are a positive factor for search engines

This drives new users to the main site

The ‘offsite’ element of CM is important too

Content MarketingCM creates high-quality original content for users and readers

This can be shared on our social media channels

This sparks conversation and develops the story

Social MediaThroughout the specific campaigns, SM uses original content to engage current and potential users





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Great content requires great ideas. Repeated success comes from understanding why those ideas were greatContent that targets the business’s interest – and its users interests

We create stories that link:• Business objectives • Brands• Consumer interests

Content Excellence

Liquid ideas

Liquid ideas

Linked ideas

We create ideas that are so:• emotionally charged• informative and interesting• enjoyable and thought-

provokingthat their message cannot be controlled and conversation is sparked

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A successful Content Marketing strategy is built ondata insights and structured plans

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Measuring and maintaining a success rate for future contentEven innovative ideas can be backed up with science

We can monitor:• Entrance and exit

rates• Bounce rate • Time on page

So we can deduce:• Best-performing

writers and designers

• Most successful types and topics of article

• Best platform for sharing

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Using data insights to plan content creationExample of content plan based on data insights

TimingBest time to share may be weekend or public holiday

Example excerpt of content creation plan

Aim and MessageInform / engage / raise awareness / promote

traffic,and with what topic

Distribution type

Blog / website / social media

Production teamWriter and designer

Analysis of resultsEntrances: How many page views were the

first view on that siteBounce rate: Percentage of visitors leaving

after just that one pageExit rate: Percentage of visitors who actively click away to a different site

Topic and StyleSubject of post

and best way to present

information

Live date Day Week Topic Style Aim Main messages Distribution type Link Writer Designer Pageviews EntrancesBounce rate

Exit rate

Avg. time on page Blogs Exits** Total time on page**

10/4/2014 Tuesday 15How to choose the right paint Infographic Inform Paint selection Facebook/Blog Simon Unni

12/4/2014 Saturday 15 Win a free test-kit ArticleRaise Awareness Win Blogs Khumo J oana

13/4/2014 Sunday 16 Interior styling tips Article Traffic Styling tips Website Eugene J oana

15/4/2014 Tuesday 16Road Map: where to buy paint in Kuala Lumpur Infographic Inform Where to buy paint in KL Facebook/Blog Khumo Unni

Timing Content Production Results in first 72hrs

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Our content plan establishes what will be delivered whereand whenBlog articles will be search engine optimised on keywords, for maximum traffic

Agree blog objectives

Align on keywords & prioritise based on search

volumes

Group keywords around topics – to link the

searched terms to the blog

Define content sharing plan to help drive ePR and

iWOM

Developing our content plans…

Objectives:• Pull in … new visitors through capturing …% of search traffic• Increase trial requests by … & engage … bloggers to share content• Increase engagement points by … though comments, shares, re-tweets, and likes on social media• Incorporate 100% of the priority keywords and 30% of the portfolio

Content plan (example)

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Liquid and Linkable ideas under controlContent that targets the interests of the business and the interests of the customers

BudgetHigh Risk Innovation Low Risk

70% of the budget should go into the ‘bread and butter’: low-risk content generation 20% of the budget

should go to into innovative content-generating activities

10% of the budget should go to high-risk (and potentially high-reward) content-generating activities

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Examples of our great ideas – with proven, measurable, successInnovative ideas with data-driven insight

Content Marketing for AXA, a world-leading insurance brand

After successful blogger outreach and SEM campaigns, we were asked to helped redesign the www.110cancercare.com website

We helped to add:• Useful statistics and information• Clarity to the brand’s USPs• A stronger headline and image

We created a Slideshare presentation that received over 25,000 views in a month

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Even the most well-known brands in the world have realised the importance of Content Marketing – if it is effectively and

strategically distributed

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Examples: Famous brands’ views on Content MarketingCompanies that completely rearranged their marketing strategy and distribution methods

Coca-Cola believes that ‘the corporate website is dead’ and that CM is now the best way to share and engage with consumers

Renaissance Hotels, part of Marriott International group, adopted Content Marketing as a way to offer customers amazing travel experiences

Red Bull markets their brand as an entire lifestyle rather than simply as a product to buy. They have been called a “publishing empire that also happens to sell a beverage”





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Content Marketing, which creates informative and entertaining content, ensures that media moves into the ‘earned’ categoryThis is the hardest to achieve and the most valuable because of third party sharing

Media goes ‘viral’ because it is so informative / emotive / entertaining that a significant proportion of people that see it want to ensure others have too – without (paid) incentive

- Confidential - 21Source: Nielsen, 2011

While owned channels are easily controlled, earned channels like Social Media are useful for rapid growth in reach% of time spent online per activity

Other

Retail

News/Information

Entertainment

Services

Social Networking

31%

2%

4%

14%

17%

32%

A high social media penetration, and large average number of friends in the region, presents us with a great opportunity for sharing and engaging

[Your Brand]

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A great distribution strategy for earned media builds on great relationshipsOur approach to content marketing is a long-lasting, continuous cycle

Building Relationships

Monitoring and

Improvements

Targeting Market

Influencers

Lion & Lion has built up an exhaustive database of prospective bloggers

Segmentation of blogs ensures effort is focused on contacting the right blogger

Lion & Lion has created an in-house reward system to guarantee balance between the quality of the blogs and volume

Lion & Lion has a dedicated team who are active within the communities we engage with

We know our bloggers and can create desirable, shareable and tailored content

- Confidential - 23Source: Nielsen SEA Digital Consumer Report 2013; 2013 SEA Digital Future in Focus, comScore Inc.

Blogs are an effective Content Marketing channel to reach the desired target group

70%

15%

15%

English Chinese Bahasa

54%Read blogs once a week

Of internet users access blogs

64%

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High-quality content and collaboration with the community gives us access to the best quality blogsInteraction with bloggers requires a tailored approach

• They are influencers and people listen to them

• They help with branding and spread the word

• We need long-lasting relationships and online friends

• Their links provide high traffic volumes and SEO authority

What high-quality blogs taught us Why it works

• Bloggers appreciate good content and we can provide it for them

• Bloggers can bring value to their readers

• There is no monetary transaction, bloggers decide naturally whether to publish or not

• The main outcome is a post and relationship

Automated or volume focused approaches do not work

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CM can be used as a brand amplifier internally or externally – through

engaging on Social Media and collaborating with bloggers

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Bloggers monetise their platforms through paid content and advertisingContent marketing explained

Blogger

$ $

ContentPay per post

(Negotiated individually)

AdvertisementPay per impression

(CPM)

Impr.-

based

Example: http://xiaxue.blogspot.com/

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By providing high-quality content to bloggers we ensure both our and their objectives (monetisation) are achievedContent marketing explained

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Bloggers boost traffic through referrals and SEOCase study: Example minor activation of bloggers

•Promotion of a difficult product – in a market with little interest

• Link back to own site to continue to build SEO credit

•Difficult product

•High target – 50 links

•Tight deadline

•Capitalise on the up and coming Chinese New Year

•Share content as part of a ‘gift pack’ promotion

•Educate bloggers on benefits of product and tips to avoid indigestion

•+ 53 brand references and links

•1.7x more traffic

implementation

1.7x


Casper AndersenMD, Sales & Marketing

[email protected]

Hugh BatleyMD, Execution & Operations

[email protected]

Stefan BruunChairman

[email protected]

Content Marketing

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