The document outlines a content marketing framework with 5 questions to consider: Who is the target audience, Why they will listen, What type of content to create, Where to distribute the content, and When to publish. It provides examples of defining audience niches like "SG24H" young professionals and creating relevant content like restaurant recommendations. The framework emphasizes understanding the audience, creating useful content for them, and distributing through their preferred platforms and times.

1. CONTENT MARKETING FRAMEWORK
JAN, 5 2015

2. Copyright(C) 2014 Moore Corp. All Rights Reserved.
IT IS SIMPLE, JUST ASK YOURSELF 5 QUESTIONs:
• WHO
• WHY
• WHAT
• WHERE
• WHEN
HOW TO CREATE A CONTENT MARKETING CAMPAIGN

3. Copyright(C) 2014 Moore Corp. All Rights Reserved.
All the content starts with the audience.
WHO

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Sit down, do some research and think carefully about:
- Who is your target audience?
- What do they do?
- What do they like?
- What is their hobby?
- How about their incomes?
- What is their daily activities?
- ----
Try to ask more, observe more, write down their daily routine.
Then, find out their NICHE.
WHO

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Case Study:
- SG24H: Young People with A, B incomes are very busy, have
deep knowledge, away from hometown, and always want to
enjoy the best food, go to the best place in Saigon
SG24H try to build useful content such as “top 10 best bánh
tráng trộn in Sai Gon”, “where to go what to eat in DaLat,..”
 1st search page result with keyword “nhất Sài Gòn”
- Digital Activity Report: There is many reports, but there is no
Digital Activity Report by Industry.
 Moore try to make the report with useful and ontime
information and share it free on social network
WHO

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PEOPLE HAVE THEIR OWN BUSINESS.
WHY THEY LISTEN TO YOU?
WHY

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The content should
related,
useful and
easy to access
for target audience
WHY

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YOU HAVE THE REASON, BUT WHAT DO YOU WANT TO SHARE
WITH AUDIENCE:
• Article?
• Image?
• Tell a story?
• Video?
• Info graphic?
• Sharing experience?
• ----
WHAT

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IT ALL DEPEND ON YOU.
LET’S THINK OUTSIDE THE BOX
WHAT

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WHICH PLATFORM DO YOU WANT TO SHARE ON?
• Facebook?
• Google?
• Youtube?
• Website?
• Forum?
• Pinterest?
• Slideshare?
• ---
WHERE

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JUST OBVERSE AND ASK:
WHERE IS THE PLACES MOST OF MY AUDIENCE GATHER?
WHERE

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• Which day?
• Which hour?
Try to catch up update news of each platform, find out when is
most reachable and interactive
WHEN

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IT HEARD SIMPLE, BUT WE NEED TO PREPARE AND IMPROVE
MANY THINGS BEFORE PLANING A CONTENT MARKETING:
• Read more
• Enjoy more
• Live more
HOW TO CREATE A CONTENT MARKETING CAMPAIGN

14. THANK YOU