Content Marketing Singapore: The Complete Guide

guide to content marketing in singapore

Content marketing is a general term for various tactics, techniques, and strategies to fulfil your business needs while satisfying the needs of your clients by creating relevant content to attract, engage, convert, and retain consumers in a valuable and trustworthy manner. Content marketing serves various business roles in a continuous, integrated, and consistent way. It takes into consideration the content requirements of the clients.

Optimizing the customer value and business value by using the right content within the proper channels in a personalized and timely manner is one of the objectives.

In this article, we will discuss various aspects concerning, including what it is, its importance, how to get rolling, and the resources needed for a successful marketing strategy.

What is Content Marketing?

Content marketing is a marketing approach that covers a wide range of processes and tactics, where:

  • The content is created based on the needs of the target audience
  • Content must serve the needs of the clients while aligning with your business goals
  • The generated content is optimized to serve your objectives and those of your clients in all marketing areas in a calculated and connected way.

Marketing becomes valuable when the tastes and preferences of your customers align with the suitability of your content. The best thing about it is that the role of material is customer-centric, quality, planned and strategic.

The content is based on experiences and emotions – both user and brand experiences are emotional in nature. Valuable and relevant content boosts customer interactions with your brand. Marketing also associates other content management strategies like getting audience insights to ensure you publish the right content at the right place, and at the right time.

The worthiness of content marketing to your business always shows on the total ROI. The value of your content lies in the hands of the audience.

Various definitions of content marketing exist. But the principles and practices of excellent marketing will remain forever as far as you practice customer-based marketing. It is good to understand that your target audience has more power and utilisation of content for promotion purposes needs a perfect strategy.

Content marketing does not involve digital marketing alone. However, the digital aspect plays a crucial role when it comes to content marketing.

Because of the success of content marketing and the increasing awareness of the importance of relevant content to marketers, the term is utilised for various roles in social and digital marketing – from SEO and social content to digital advertising.

Marketing Goals Served by Content Marketing

Considering that content is useful in all marketing strategies, there is no goal that you cannot achieve using the material. However, the primary goals that marketers focus on include the following:

  • UX enhancement
  • Channel marketing
  • Partnerships
  • Cross-selling and up-selling
  • Client evangelism
  • Customer loyalty and retention
  • Nurturing Leads
  • Boosting purchases
  • Engagements
  • Generation of leads
  • Brand awareness

Although these are the main objectives, you should also consider the goals of your audience.

The strategy of Content Marketing – Creating A Plan

There is a need for planning when It comes to content marketing. The magnitude of that is dependent on various factors. Content marketing also needs personnel, procedures, and resources.

You need to determine how you can organise your content internally, the teams involved, the external contributors, roles of the content, and the person who monitors the content.

The Steps Towards A Successful Content Management Strategy

The success of your content management approaches depends on your business objectives. Since content marketing cannot be achieved overnight, it is a combination of long-term and short-term goals that enable you to get fast results.

Developing A Culture for Your Content

Governing, Management, Capturing, And Identification

When you decide to begin content marketing, you require various individuals on board, including some members of staff. Content marketing involves giving a narrative of the reasons for launching your brand. These reasons always revolve around your target market. So, it is important to capture your target audience’s topics of interest.

Content marketing involves the creation and analysis of content to boost your ROI. You need to identify the social activities of your audience and develop your content based on this information.

Connection Between Content Management and Content Marketing

The idea of generating content strategically is part of developing an advertising culture that is based on the needs of your clients. However, capturing alone is not enough, you require a means to manage your content. Content management involves understanding where your content rests, collaborations, and governance.

Content Sharing, Marketing, and Storytelling

Storytelling, content marketing, and content sharing go hand in hand. Storytelling is one of the best ways human use to pass traditions and knowledge, and mesmerise audiences. In this digital era, new methods are utilised to influence storytelling for online content marketing.

It is evident that the storytelling rules are also applicable in the online world. Several forms of storytelling that are based on digital resources are getting created to appeal the audiences.

Every content marketer should consider using the art of storytelling for their digital marketing to be successful.

Metrics, Measurement, and ROI of Content Marketing

There are various blog posts on this site discussing ROI, Analytics, and Metrics. Measuring the return on investment from content marketing seems like general measurement, but there exist specific rules and metrics, depending on the stage in the client lifecycle, interactions, business objectives, your goals, and format of content.

Content and Various Types of Media

The best content marketing strategy is an integrated one. In reality, it needs a combination of media and channels. Analysts and marketers of content always speak about five types of media:

  1. Converged: this is where all things are connected using an integrated perspective.
  2. Paid: it is the media where you need to pay to market your content.
  3. Shared: it is media that is driven by the community
  4. Earned: it is a primary media platform where other people speak of you.
  5. Owned: The platforms that you own, like a website or a blog.

Curating Content

Content curation and sharing have become popular among clients. It is a universal method of filtering, analysing, and categorising content. Several businesses are now using content curation on a broader content marketing context. If you decide to use content curation, you need to understand what it is, what it can do, and how to pick the right platform for curating content.

Social Marketing and Content Marketing

Marketing content goes together with various marketing strategies, including email marketing, search engine marketing, and social marketing.

Apart from editorial calendars and content marketing plans, businesses always have ideas for particular content formats, purposes, and channels. Social media is one of the natural supporters of content marketing from a media perspective. It has a specific content marketing strategy including distribution, ideation elements, engagement approach, and content creation concepts.

Digital Content Marketing

Content marketing is not solely digital, but the digital aspect plays a significant role since digital sources are increasingly becoming crucial among the buyers and the lifecycle of the clients – and most importantly their preferences and buying behaviours.

Today’s marketers cannot accomplish their marketing efforts without having a holistic approach to digital content marketing.

PR and Content Marketing

An excellent communicator understands how to analyse, connect, comprehend, and utilise social content. Currently, even the PR agencies and PR solution-providers have incorporated content marketing in their digital marketing strategy. In most cases, these organisations confuse PR and content marketing as the content they create proves.

PR should contain content marketing since much of what is included in PR centres on content.

More Advice for A Successful Content Marketing

No single content marketing strategy does everything for businesses. However, various elements exist to bring about successful content marketing strategies

  • Addressing questions from the clients: One of the approaches to a successful content marketing is responding to pain points and questions from your clients in a good way. It works best for small businesses.
  • Collaboration and integration: the success of your content marketing depends on the maturity of your strategies too. Each marketing stage needs you to be able to collaborate and integrate with various team players.
  • Content Marketing Frameworks: Several frameworks and models for building a content marketing approach exist. Each of them has its tactic because each business has a different content marketing strategy.
  • Analysing the needs of your clients: The client journey is dynamic. The customers now have more information and channels, more choice and control, and more touch points. Understanding the needs and preferences of your client and create helpful and relevant content that cleverly promotes your brand while satisfying these needs.
  • Roadmaps and maturity models for content marketing: These include more than assessments and benchmarking. Tracking the maturity of your content marketing assists you to plan and take actions on areas various marketing areas that are not functional.
  • Integrated Content Marketing: There is a need to concentrate on the experiences of your clients, client-centricity, and integration.
  • Audience segmentation: Correlating your business objectives with your target customers is essential in marketing. You can segment your audience based on various demographics like age, sex, location, and interests – then create content based on this information.
  • Understanding consumer networks: Individuals are connected. You need to understand how consumers are connected by learning the channels they use most and their connection with others to serve them in a better way and boost the success of your business. It is more complicated but very crucial.

Software for Content Marketing

With the increasing significance of content in digital marketing, various software is getting developed.

Some software for content marketing focuses more on practical elements like SEO while others concentrate on editorial calendars, collaborations, and planning. Other platforms focus on curating content and social sharing. And there are those that include all these aspects. Some of these platforms are closely linked with automated marketing platforms.

The content marketing software industry is developing and evolving very fast, with various players getting acquired by large marketing software developers. Content management firms are also emerging, and new marketing features are being created. So, you need to classify them and determine the choice that best suits your needs as the market is evolving very fast. Use the tools that serve your personal goals best.

Is Content Marketing equal to Content plus Marketing?

The primary issue is how you can use content marketing to give value to your audiences, clients, and business based on the areas of application, opportunities, and challenges.

There are two reasonable issues when it comes to the two words that make up the term content marketing:

  • The “content” word has faced various questions on what it means precisely. We will not discuss that for now, but it is evident that it can result in extra confusion concerning the who, how, why, and what aspects of marketing.
  • The “marketing” word of content marketing can confuse because  marketing is used for more than just strict marketing determinations. It is also utilised for public relations and boosting sales. A good marketing strategy puts more focus on consumer tan marketing. So, content marketing is not much associated with marketing.

History of Content Marketing

Content marketing is not a new term, it has been in existence since the early 90s, but it gained popularity around 2008. However, marketing is shifting towards digital, and people are currently looking at it in a way that is related to the invention of the internet.

Because of the current success of the termmarketing and its awareness among marketers, the term content marketing has various applications and tactics in the online marketing context, ranging from Search Engine Optimization to social media marketing and online advertising.

Having A Blog: The Content Hub for Most Businesses

In most social media and other digital marketing strategies, blogs have a crucial role to play. A blog is the centre of all social activities and content.

Blogs offer several benefits when it comes to content marketing. Whether your business requires a blog or not depends on your business objectives. However, that does not mean that your business should be centred on your company, it should focus on satisfying the needs of your clients. Using blogs offer various integral benefits to your business, and can serve multiple marketing goals, and this is a good reason for you to get started.

If you don’t own a blog, consider creating one. If you have one, boost it into a cooperate blog.

Studies have shown that 89% of B2B marketers use content marketing to reach their target audience. How well marketers execute their strategy determines the results that they achieve at the end. Today, we will reveal to you three of the common mistakes that most B2B marketers make and how you can avoid them to ensure that your Singapore marketing strategy is successful.

Exhausting Your Audience

According to a report by Marketing Profs, more than two million blog posts are written and published online every day. Marketers are painstakingly laboring to outdo each other by posting as much content on their blog as possible. As a result, they end up publishing hundreds of mediocre content and posting sub-par updates on social media pages.

Unknown to them is that this move is counterproductive as soon or later, the target audience switches off and starts ignoring the constant email notifications of new content. Sure, fresh content will give you an upper hand, but you should not go overboard. Your primary focus should be creating fewer high-quality pieces not hundreds of low-quality blogs per week.

Trying to Impress by Creating Greater Importance than actually what is possessed

The most successful Singapore digital marketing agencies have mastered the art of setting up a steady flow of content without being too pretentious. Filling up your content with douche buzzwords and complicated terms that only a few individual understand will set back your audience. There is a very fine line between creating content that shows the audience you are smart and understand the industry and being pretentious.

Concisely, using complicated words that only a handful of people understand will make you lose a majority of the audience. One of the best ways of avoiding being pretentious is by sticking to a conversational and natural tone when writing the content. Assume you are discussing the topic with a friend or colleague who barely understands the topic.

 

 

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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February 22, 2019

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