Digital Marketing

& Analytics
L5 Content
Marketing
(Part 1) –
Content
Strategy
Official (Open)

Lesson Agenda
1) What is Content Marketing?

2) Creating content for your target personas

3) Content Theme, Topics and Story Angle

4) Content Types VS Content Format

What’s actually relevant
Will I finally get “pinned”?. Will I get a better standing?

Will my business gain Will that new platform be

important foot traffic? easy to access?
.

Will the event or performance be Can I more easily reserve a seat at

interesting? the popular F&B outlet?
.
What makes it effective?

Gotta have/do these things:

Strategic
Relevant
Targeted
Consistent
Goals
What is Content Marketing, anyway?
Anything that tells your story.

Compilations Reviews Experiments “How-to” Pretty

tutorials much
anything
else
online
Key questions:

01
Why does this content
02
Was this content
03
Where can this
make the site valuable designed to meet a content best serve
to the chosen targeted audience’s people at their point of
community or need? need?
audience?
 Basic Planning Stages

1 3
CREATE PERSONAS PUBLISH

FIGURE OUT TARGET CREATE EDITORIAL

AUDIENCE(S) CALENDAR

2 4
Figuring out audiences

Who is your target market?

Is there more than one?

(Probably)

Time to do some research

No, you can’t skip this step

Personas, not roles

What are their What are their What are their

needs? wants? interests?

What
What are their
emotions can
pain points?
you appeal to?
Examples of • Working adults looking for valuable ways to spend their time
• Busy two-parent working families who need convenience

personas • Teens that need s omewhere to es cape to

Create an editorial calendar

• Provide a place to generate post ideas and key content topics.

• Assi gn writing and other editorial tasks to key members of your
team.
• Create a publishing schedule that helps you maintain a
consistent presence.
• Allow you to make in-proces s adjustments with ease.
• Visualize your marketing strategy in a way that everyone can
understand.
• Act as a communication point to team members .
Theme &
Story Angle
 C o n t e n t T heme
A content theme is a broad topic or subject area that guides the content you produce. It’s often aligned
with your brand's core values, interests, or industry trends.
These themes help in maintaining consistency, relevance, and a structured approach to content creation,
ensuring that the target audience remains engaged and informed.

•Examples: For a health and wellness brand, themes might include nutrition tips, mental health, or fitness routines.
Story Angle A [content] s tory angle is that fres h idea of
presenting content that is designed to lure your
unsus pecting audience into consuming and
sharing your content.
Content
Topics
 Content Topics

Content Topic (or Hub or Content Topic Clus ter: Cover all information
Category or Pillar): collection of related related to a topic and
content answer all questions
Centre of the wheel where F rom there, they can find links
readers can s tart their journey to supporting content that Organic F&B
as they learn about your explores related subtopics.
selected topic

Mental &
DET OX Physical Well-
Being

Great
E s capes
Topics → Sub-Topics
→ Micro-Topics (Tags)
→ Content Pieces
Topics D E TOX

Mental &
Sub-Topics Organic F&B Phys ical Well-
Being

Micro-Topics Grow your

Mental Well Aerobic Work
own organic Promotions
(Tags) foods
Being @ Work Outs

GRE AT foods T op 10 Ways Best Work-

Detox
Content Pieces for your
products
To Destress Outs to Detox
backyard at Work in 10 minutes

Answer the Public

Topics → Sub-Topics
→ Micro-Topics (Tags) What’s Up
@ Snow City
Three-fold benefits to brands:
• Organisation – Instead of just creating content on-
the-fly, distinct content topics help you create a
calendar that covers the necessary content pieces
for your brand. Cool
Fun
Hacks & Occasions
activities
• Targeting – Defined content topics or pillars serve How-To

as a guide for crafting specific content for specific

target s egment Science Experiment CNY Challenges
• Ideation – Coming up with fresh ideas is often using ice/water
How to stay cool
Christmas Children Pageant
School
cited as a huge pain for brands: content topics or How to ski Holidays
OOTD
Rock Climbing
pillars automatically hone in on relevant content

Tags for content

V-Day
Youth Day
ideas for you Children Day

pieces
Official (Open)
Official (Open)

In short….

•Content Themes are broad topics guiding your overall content strategy.
•Content Pillars are specific subtopics within those themes, providing detailed
coverage.
•Story Angles are the unique perspectives or approaches you use to present each
piece of content, making it engaging and distinctive.

Together, they help ensure that your content is both organized and interesting to
your audience.
Content Creation
Content Creation

• Content to create can be:

✓ Brand-created
✓ Brand-curated
✓ User generated

• S uch content can be:

✓ Entertaining
✓ Educational
✓ Informational
Content Types vs Content Formats

This Photo by Unknown Author is licensed under CC BY-SA

Content Types vs
Content Formats
• Content type is the direct result of the chosen topic and
the phas e your target audience is currently in. E .g.:
• reviews, testimonials, case studies, quizzes,
beginner’s guides, checklists, compilations, trends,
definitions, analysis,

• A content format is the way you present your content,

different delivery methods E.g.:
• Text (print, article, e-book, email, press release),
• Interactive (online event, game, app, tool),
• Visual (image, slideshow, visualisation, infographics)
• Video (live stream, webinar, video, podcast)
Example: Types of Videos
Formats for Social Media Profile
Content
Calendar
Components of a Content Calendar

• Calendar to track information and data

• Basic details:
• S ocial media platform
• Date and time
• Vis ual content (e.g. photo, video, infographic, gif, etc)
• Content formats that are platform-specific E.g., feed
post, story, poll, IGTV, live stream, etc.
• Is the content reviewed? Has it been approved? Has it
been pos ted?
 Example of a Content Calendar
Date Time Content Content Content Content Social Media Post Captions with relevant Feedback /
Topic Sub-Topic Type Format Mock-Ups hashtags Comments

25th 12pm Detox Mental & Inspirational Image Yay, it's finally Friday! Time to Good to go.
MM/YY Physical Quote Post wind down from the busyness Pls include #
Well-Being from work and focus on what
really matters.

30th 9am Detox Great Promotion Animated It’s payday! Why not treat Pls add in
MM/YY Escapes Gif yourself to a scrumptious promo end
brunch at our restaurant! 1- date and link
for-1 promotion for Citibank to promo
credit card. T&C applies page.

2nd 5pm Detox Mental & BTS Stories Meet ATIQAH, our spa Photo is too
MM/YY Physical therapist. She has been with dull. Pls edit
Well-Being us for 5 years. What she love to make the
most about her job is meeting colour
different customers from all brighter.
over the world.
Content Balance: Rule of Thirds

This stuff isn’t about your stuff.

70% ENGAGING
~ 1/3 of posts interact with the target audience
~ 1/3 of posts are relevant shares that will be useful,
entertaining, or inspiring for your followers

30% PROMOTIONAL
70%
~ 1/3 of posts directly promote the brand or business

30%