A presentation delivered at the Singapore Management University (SMU), in collaboration with the UOB-SMU Asian Enterprise Institute, in February 2017. For a digital copy of the accompanying Branding and Marketing Planning worksheet, please contact me or drop an email to enquire@leverpunch.com More of us at www.leverpunch.com

1. Content Marketing 101
Edric Ho
Lever & Punch
www.leverpunch.com

2. Edric Ho
Director, Branding & Marketing
Lever & Punch.
linkedin.com/in/edricho/
A Branding, Marketing and
Design agency, run by a
group of rebellious creatives,
geeky marketers.

3. WORKSHOP AGENDA
PART 1
PART 2
1. Create Macro Strategy for Content
Marketing
BRANDING DIGITAL DESIGN
1. Hands-on Content Creation
10-15 min break

4. CONTENT
MARKETING?

5. SOME
STATISTICS…

6. Site Daily Time on Site
Google 8:59
YouTube 9:37
Facebook 14:50
Baidu 7:40
Yahoo 4:31
TOP SITES OF THE WORLD

7. Number of Google Searches
per second
58,900

8. WORLDWIDE SEARCH, 2016

9. SEARCH WITHIN SINGAPORE, 2016

15. On Facebook, video
gets three times as
much engagementas
any other kind of
content, but in the 7
posts that brands share
on Facebook per week,
far less than 1% are
videos. Of the
remaining 99%, 80% are
links and 19% are
photos.

16. 1. Top 3 content marketing objectives: Drive Sales and/or Leads;
Engage Customers/Buyers/Influencers; Boost Brand
Awareness.
2. 90% of B2C marketers leverage content marketing.
3. 75% of B2B buyers rely more on content to research and
make B2B purchasing decisions than they did a year ago.
4. Over 50% of marketers that curate content indicate that it
has increased their brand visibility, thought leadership, SEO,
web traffic and buyer engagement.
5. 41% of marketers that curate content indicate that it has
increased the number and/or quality of their sales-ready
leads.
Content Marketing Statistics

17. SOCIAL
MEDIA
CONTENT
ARE HUGE.

18. CONTENT + MARKETING
?
Photos
Infographics
Links
News
List

23. BUYER’S JOURNEY/FUNNEL

25. RETENTION
R

26. Have realised and
expressed symptoms of a
potential problem or
opportunity.
Have clearly defined and
given a name to their
problem or opportunity.
Have defined their solution
strategy, method or
approach.
Research focused on
vendor neutral 3rd party
information around their
problems or symptoms
Committed to researching
and understanding all of
the available
approaches/methods to
solving their defined
problem or opportunity.
Researching supporting
documentation, data,
benchmarks or
endorsements to make or
recommend a final
decision
Troubleshoot Upgrade
Issue Improve
Resolve Optimise
Risks Prevent
How To Why
Solution Tool
Provider Device
Service Software
Supplier Appliance
Compare Pros and Cons
Vs Benchmarks
Comparison Review
Test

28. Have realised and
expressed symptoms of a
potential problem or
opportunity.
Have clearly defined and
given a name to their
problem or opportunity.
Have defined their solution
strategy, method or
approach.
⎕ Articles/Blogs/SEO
⎕ SEM
⎕ Social Media Ads
⎕ e-Books
⎕ Checklists/Guides
⎕ Research Reports
⎕ Press Release
⎕ Infographics
⎕ Images (Quotes,etc)
⎕ Web Content
⎕ Web Content
⎕ Newsletters
⎕ Social Media Posts/Blogs
⎕ Email Campaigns
⎕ Catalogues
⎕ White Papers
⎕ E-Books
⎕ Brochures
⎕ Microsites
⎕ Expert Guides
⎕ Live Interactions
⎕ Case Studies
⎕ Testimonials
⎕ Data Sheets
⎕ E-Learning
⎕ Free Trials
⎕ Cost Estimates
⎕ Coupons
⎕ Vendor Comparison
⎕ Product Comparison
⎕ Product Literature

29. A strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to attract and retain
a clearly-defined audience — and,
ultimately, to drive profitable customer
action.
CONTENT
MARKETING?

30. STRATEGIC
PLANNING
CONTENT
CREATION/
CURATION
1 2 3 4
DISSEMINATION
LEADS
CAPTURE &
FOLLOW-UP

31. Types of Content
Content Type Price level
Social Media Status -
Photo ★
Blog Post ★★
Infographics ★★★
eBook ★★★
Video ★★★★

32. Social Media Status
What you can post!
1. Facts or Tips
2. Ask a question
3. Comment on
Current Events
4. Share customer
success stories
5. Inspire with a
quote
6. “Come Join Us!”
7. “Happening Now!”
8. Facebook Live
Facebook posts with 80
characters or less receive
66% more engagement!

33. Social Media Status

34. Social Media Status
1. Started in Apr 2016
2. Live Videos can last up to 4 hours
3. Let people know when you are going live
4. Mention commenters by name, shout-out
5. People spend 3x longer watching live video

35. Social Media Status

36. Photo
1. Image Quotes
2. Selfies/Wefies
3. Product Images
4. Photos with
customers
5. Stories
6. Behind-the-scenes
7. Spotlight feature
8. Memes

37. Twitter:
Profile pic: 400 x 400
px Cover photo: 1500
x 500 px
Stream images: 440 x
220 px, Vertically
centered with a radius
of 2:1
No larger than 3MB
(max 1024 x 512, 2:1)
Facebook:
Profile pic: 180 x 180 px
Cover photo: 851 x
315 px
App photo: 111 x 74
Timeline: 1200 x 1200
px
Pinterest:
Profile: 165 x 165 px
(max 600 x 600 px)
Posts: 735 x any size px
Photo Guidelines

38. Photo – Top Tools
1. Canva
2. Pixabay
3. Pexel
4. GIMP

39. Blog Post
Why?
1. SEO is very largely driven by text
2. Each Blog is one more indexed page
3. Opportunity for lead conversion
4. Establishes authority
5. Long-term results
Fast Facts
1. B2C companies that blogged 11+ times per
month got more than 4X as many leads than
those that blog only 4-5 times per month
2. B2B companies that blogged 11+ times per
month had almost 3X more traffic than those
blogging 0-1 times per month.
3. Titles with 6-13 words attract the highest and
most consistent amount of traffic.

40. TITLE: 6-13 words + focus keyword
First paragraph: focus keyword
Length: 7mins, 1600 words
Headings (= h2): at least once the
focus keyword
Pictures: tagged with the focus
keyword + more
Category and tags (Wordpress): less
important, just more comfortable for
readers
Bold and italic (mentions) and colors
for links
Blog Post

41. Blog Post

42. Google SEO Strategies
before 2012
1. Article Spinning
2. Exact Match Anchor
Text
3. Link Buying
4. Private Link Networks
5. Guest Posting ONLY for
SEO
Google SEO Strategies from 2014
1. Increasing Site Speed (Technical)
2. Ensuring keywords are strategically
located (Content)
3. Creating social networks that
efficiently share your content
(Social Media)
4. Gain endorsements from
Influencers (high-quality guest posts)
New
Algorithms
(Penguin,
Panda,
Hummingbird)
• SEO is no longer a game of cheap tricks & quick fixes.
• SEO is now a challenge of OPTIMIZING your site, STRUCTURING your content and
BUILDING a social relationship with your customers and leads
A Quick Word About SEO…

43. A Quick Word About SEO…
• Backlinking

44. Infographics – Why?

45. TITLE: Short, impactful
Brand identity: Logo, name, URL at the
bottom
Two to four « blocks », like paragraphs
of a story: small text, nice
chart/picture
Footer: sources, mentions (links), brand
identity, contact, logo
Article: ALWAYS an article with the
infographics (SEO)
Think of how ONE infographic can be
X smaller pictures for social media
Infographics

46. Infographics – Top Tools
1. Canva
2. Freepik

47. eBook
Why?
1. Higher value tied to eBook – consumers are more
willing to exchange contact information for it
2. Opportunity for thought leadership – can be
carried on other platforms, e.g. SlideShare
Top Tool
1. Powerpoint
Fast Facts
1. Optimal length of ebook = ~10k words

48. Video
Why?
1. Video has highest engagement among all forms
of content
Cisco predicts video will
account for 80% of global
traffic. That’s nearly 1 million
minutes of video shared every
second
Fast Facts
1. People spend 3x longer watching live video
2. The number of videos posted per person increased by 75%
in 2015
3. Video posts have 135% greater organic reach than photo
posts
4. Facebook generates 8 billion video views on ave per day

49. Video advertisements
can be very engaging to
watch!

50. Content Marketing – Content Sources
The 70-20-10 rule: you don’t need to be original all time!
70% is remixed
• Web reviews, link sharing/commenting
• Time needed: 10-30min
20% is original
• Infographics, blog posts, opinion, itw
• Time needed: 2-4h
10% is commercial
• Flash sales, Referral, Seasonal, etc
• Time needed: 1-2h with emphasis on Design (+ Ads)

51. Content Curation
Find Trending Content
1. Buzz Sumo
2. Google Trends / Alerts

52. A Note About Facebook …

53. STRATEGIC
PLANNING
CONTENT
CREATION/
CURATION
1 2 3 4
DISSEMINATION
LEADS
CAPTURE &
FOLLOW-UP

54. Keyword/Keyphrase Exercise1
Sleek
Innovative
Simplicity
User-Centric
The “i”
“We believe that we
are on the face of the
earth to make great
products and that’s
not changing. We are
constantly focusing on
innovating. We believe
in the simple not the
complex. ..”

55. The Golden Circle

56. Watch this Ted Talk at
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

58. For a digital copy of this
Planning worksheet,
please email us at
enquire@leverpunch.com

59. MONTH
ACTIVITIES 1 2 3 4 5 6
OBJECTIVE/
theme
BRANDBUILDING /
THOUGHT LEADERSHIP
LEADCAPTURE/GENERATEINTEREST TALENTRECRUITMENT
SOCIAL
MEDIA
• Brand positioning statement
• Brand values
• Entry into relevant social media groups
• Benefit-driven
• Addressing pain points
• Client testimonials
• Participate in online discussions
• Company Culture
• Employee features
• CSR/Company vision
• Speak to aspirations of target talent
CONTENT
MARKETING
• Images with quotes
• Videos
• Checklists
• Guides
• Infographics
• White Papers
• Case Studies
• Create lead capture funnels
• Infographics
• Photographs
• Employee testimonials
• Employee generated content
EMAIL
MARKETING
• Email to current database of customers • Email marketing campaign to nurture
and convert client leads
• Email marketing campaign to nurture
and convert client leads
SEM/SEO • Profitable keyword research based on
Buyer’s Journey
• Profitable keyword research based on
Buyer’s Journey
• Profitable keyword research based on
Buyer’s Journey
Content Calendar
Sample of 6-month Content Calendar and medium of communication:

60. Quick word on Design …
The Rule of Thirds

61. Quick word on Design …
Serif vs Sans Serif Font

62. Quick word on Design …
Colours
https://color.adobe.com

70. GRANT SUPPORT
Eligibility Criteria
• Registered and operating in
Singapore
• At least 30% local shareholding
• Group annual sales turnover ≤
S$100m or group employment of
≤200 employees
Grant
• Capability Development Grant
• Brand & Marketing Strategy
Development
Grant Quantum
• UP TO 70% off qualifying costs
• Reimbursement basis
(NOT upfront)
https://www.spring.gov.sg/Growing-
Business/Grant/development-areas/Pages/Branding-
Marketing-Franchising.aspx

71. UPCOMING
We are conducting training classes in
Digital Marketing/Content Creation that will complete steps 1-4.
Contact us to find out more!

72. “Our job is to connect to
people, to interact with
them in a way that leaves
them better than we
found them,
more able to get where
they’d like to go.”
Seth Godin
American author,
entrepreneur, marketer.

73. CONNECT WITH US
www.facebook.com/leverpunch/
www.linkedin.com/company/lever-&-punch
www.instagram.com/leverandpunch/

74. Thank You
For enquiries, email
enquire@leverpunch.com