This document outlines a content marketing framework in 5 steps: 1) Strategy - Define personas, customer journeys, competitors' content, and a content sweet spot. 2) Goals - Set SMART goals for awareness, engagement, and other key performance indicators. 3) Content Creation - Generate ideas from research, choose appropriate formats, and establish guidelines. 4) Distribution - Share content through owned, earned, and bought media channels. 5) Measurement - Continuously optimize the process based on metrics in a long-term, cyclical approach. Content marketing is presented as a strategic, ongoing technique to attract and engage customers through valuable, relevant content.

1. Thesis
Content Marketing
Rachel Liaw
2015 08
Content Marketing
Framework

2. Changes in Online Marketing
Two way Communications
Online Marketing
Power to Take Actions
Search
Social Pull Strategy

3. Things Consumers Prefer
70% of consumers prefer getting to know a
company via articles rather than ads.
60% of consumers feel more positive about a
company after reading custom content on the
company’s website.(Webber, 2013)
is a non-interruption approach that creates
valuable information to the customer’s
needs instead of just selling the product.
Content
Marketing

4. Content Marketing
Online Marketing
Bought Media Owned Media Earned Media
SEO
Affiliate
Marketin
g
SEM
Social
Media
Marketi
ng
Displa
y
Banner
Content Marketing
Content marketing is the critical instrument that fuels all the media channels.

5. Definition of Content Marketing
“Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage a clearly
defined and understood target audience –with the
objective of driving profitable customer action.”
----------Content Marketing Institute

6. Purpose of Content Marketing
SEO
Branding
Thought Leadership
Communication, Education
Less Cost
Build Relationship

7. Bought Media Owned Media Earned Media
Align with Online Marketing
Online Marketing
Content Marketing
On Going Process

8. Case Study -Oreo
1 million +fans on FB
433 million FB views +280 %
231 million times Media Coverage (Impression)
Trendy Topics+ Sharable Content +Time Bound= Successful Content Marketing

9. Content Marketing Framework

10. Step 1- Strategy
Persona
Example of Buyer Persona (Source: Hubspot)
What are their pain points?
What do they value most?
Where do they go for
information?
Customer
A buyer persona is defined as a representation of a company’s ideal customer.

11. Step 1- Strategy
Customer Journey
(Source: think.withgoogle.com)
A customer journey maps a buyer’s decision making process during a purchase.
Customer
The most foundational step in customer
journey mapping is identifying the touch
points where a customer interacts with the
company.

12. Step 1-Strategy
(source:buzzsumo.com)
Compe-
titors
What content categories do the competitors own? Where is the white space?

13. Step 1-Strategy Sweet
Spot
Topic positioning is the unique point of company’s contents.
Sweet Spot (Source: Kapost & Marketo)

14. Step 2- Goal
Goal Owned Earned
Awareness
Number of visitors/
Number of fans, followers
Number of Shares
/Number of tweets
/Number of brand searches
on a search engine
SMART Criteria
Specific, Measurable, Attainable, Relevant, and Time-bound
Goal KPI
Setting the goal with reachable KPIs helps to measure the progress.

15. Step 3- Content Creation
Buying Journey
Persona
Idea Generation (source: London School of Marketing)
Idea
Generation
Find out ideas from social listening, influencers and buyer personas.

16. Content
FormsStep 3- Content Creation
Content Matrix. (Bosomworth, 2014)
Different forms serve for different purposes. Once an idea is decided, it should
be reused in different formats.

17. Step 3- Content Creation
Brand Voice
Guideline
Styles
Editorial Calendar (source: Kapost)Brand Voice (source: socialmediaexaminer.com)
Publishing
Guideline
Editorial
Calendar
Publishing guideline and editorial calendar can help the team more efficiently.
Editorial Calendar

18. Step4- Distribution and Amplification
Bought Media
Owned Media
Earned Media
Use different BOE media to distribute and amplify the contents.

19. Step 5 – Measurement & Optimization
Content marketing is an ongoing process. This content marketing framework aligns
with company’s marketing strategy, and provides a circulating process to optimize and
improve the content marketing. The first step of strategy works as the center of every
content marketing plan, while step two to step five works as a circulating process.

20. Attracting customers by valuable contents is the spirit behind
content marketing, but it takes time to scale up the traffic of
owned media to have prominent results. That is why content
marketing should be conducted in a long-term manner, instead
of focusing on immediate results. Qualitative contents are hard
to measure but can be optimized for a continual long process.
As contents and audience are accumulated and reach a certain
scale, these become the asset and a perpetual source of leads
and new customers at low cost.
In a Long-Time Manner

21. THANK YOU