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Are you wondering what a Content Specialist does every day? We’ve got good news for you! We sat down with our very own content writer who’s responsible for guest posting, and creating content that’s well optimised both for the search engines and our target audience.

Let’s get to know more about her!

Meet Faye – Content Specialist at 2Stallions!

Hi! I’m Faye Garcia, a 20-ish Filipina who found a living through writing. Yep, you’ve read it right—I’m from the Philippines! 

I’m the rose among the thorns, ’cause I’m currently the only lady in the SEO team. I write SEO-optimised articles and other content for 2Stallions and its clients. I’ve been doing this stuff for over 2 years…and guess what? I’m still loving it! 

Before I became part of the 2Stallions family last March 2019, I’ve also produced content pieces for various websites, blog sites, and more in my past work experiences.

When I’m not working, I’m either spending time with my toddler, doing housework, binge-watching K-dramas or listening to BTS’ songs (Yes, I’m an ARMY!). Out of all those things, I love having quality time with my son the most. I find joy in homeschooling him, playing hide and seek and doing any sort of activity with him.

What goes on in the day-to-day job as a Content Specialist?

My workdays don’t look the same. There are days that I’m so swamped and days that I only work on a few things. However, one thing is certain regardless of how busy my week or day is— I’m obviously writing! (laughs)

Google has become my virtual BFF. I ask questions, and I like it when it’s very generous in giving me answers. I hope Google is like that to you, too. 😉 

To give you a glimpse of how my typical working day looks like, here are the things I regularly do:

  • Check my work email. Like other employees, I check my email before I start working. 
  • Open the article requests sheet. The SEO team has this G sheet that contains the article requests and statutes. The SEO guys input the details (i.e., keywords, website URL to link, intent, etc.) into the sheet. Then, I check what needs to be written first.
  • Coordinate with SEO specialist/s. I coordinate with the SEO specialist handling the client project to verify things. I usually do this when working on branded content requirements (i.e., landing page copy, articles to be posted on client’s websites, etc.).
  • Get content ideas on Ahrefs. I log in on Ahrefs to explore content ideas and search for a topic that I would create content on. 
  • Research. Before I start writing an article, it has become my habit to collate related articles and relevant statistics or studies. Once I’ve gathered the essential information, I create an article outline—write title suggestions, subheadings, and add corresponding references to each section—to build the content flow.
  • Write, write and write. Need I say more? Most of my working time is spent on writing. If you’re going to ask how long before I finish an article, I would say… it depends. It depends on the topic’s complexity and the article’s word count. Can I also include here my son’s mood? 
  • Upload articles on WordPress. As mentioned, I also write internal articles. Once the articles are approved, I upload them on WordPress and optimise the meta tags using Yoast SEO.

Why do you think SEO content writing is important for businesses these days?

The world today revolves around the Internet. Most people use the Internet in their daily lives—from searching for products and services to finding information, connecting with friends, customers, or businesses, shopping, watching videos, and more.

With thousands of websites, articles, and content to be found online, how could you ensure that your business gets to the first page of Google? Well, just writing the content isn’t the solution. You must also write it for your readers and the search engines and incorporate the right keywords into the content to ensure high search rankings.

You’ve probably heard or read a lot that SEO-optimised web copy and articles have higher chances to show on search results pages (SERPs) than those that aren’t. You know what? That’s a fact!

A keyword-rich, shareable, and informative article will help drive more organic traffic to your website. This organic traffic may translate into qualified leads, and these leads may convert into paying customers. Did you see the domino effect there? That’s how powerful SEO and content marketing are when combined.

Do you have any advice for fresh graduates who are currently looking for jobs and are open to exploring different career paths? Would you recommend them to work as a Content Specialist?

As the popular adage says, no one is born an expert. If you find a job and feel like you’re not doing well, think twice, thrice, and many times before quitting. Don’t pressure yourself too much. Take things slow and enjoy the process.

If you have a flair for writing and are curious about how content pieces increase a brand’s discoverability, boost conversion rates, improve user experience, and build credibility, then you might want to consider SEO writing as a career path.

What challenges do you face as a Content Specialist? How do you overcome them?

I think most writers have experienced writing fatigue. There are times that I find it hard to write a good article introduction. Whenever this happens to me, I take a breather; pause for a quick snack or enjoy a cup of coffee.

Where do you get your motivation for your day-to-day tasks? Do you have any special sources of inspiration or drive?

The piling up bills are what keep me motivated. Just kidding. 

Ever since I was young, I have been fascinated by how powerful words are. This fascination has led me to the idea of exploring the world of writing and taking a Communication Arts Degree. 

Unfortunately, I didn’t land a writing career in my first two jobs because I lack experience. To make the long story short, I finally got lucky and worked as a Junior Content Producer in a marketing agency two years after my college graduation.

THIS. This story alone is my primary motivator. Whenever I lose motivation, I revisit my past and realise what I’ve gone through before getting on the job I dreamt of. 

As years go by, my sources of motivation keep on growing—my son who inspires me to do better, my colleagues who share their feedback and my bosses who recognise my contributions to the company.

In case you’re reading this and losing motivation, know that it’s only momentarily. Take the time you need. Look back on those bumpy roads and appreciate the people around you.

Can you share with us some of your favourite marketing guides or resources?


To be honest, I don’t have my favourite marketing guides. But I often find myself reading HubSpot, Content Marketing Institute, and Neil Patel articles. Apart from those sites, I also browse grammar forum sites like english.stackexchange.com. 

Is it true that agency life is ‘work without play’? Tell us a little bit more about the culture at 2Stallions.

I’ve worked for different agencies (office-based), and I never get to taste the ‘work without play’ thingy. I remember we even had game rooms, where we played Jenga, board games, Pictionary, and more. 

Despite the WFH setup, I must say that the culture at 2Stallions is no different from my past employers. Here, we have monthly team outings, where we take on virtual games and quizzes. It’s good to have these things once in a while and take a break from the daily word war with myself.  

Also, I appreciate the trust that the management gives to their employees. I, myself, is a living testimony because they allowed me to work on a flexible schedule, so I can balance my responsibilities as a Content Specialist and as a mom.

Wrapping Up 

Get to know our #2Stallionsfamily with the #2Steamstories tag.  Discover the works done by our diverse team of digital marketing professionals who will bring your ideas to life with impactful designs. Browse and download our case studies now! 

If you’re looking for a content marketing expert, don’t hesitate to contact us

 

We are very proud to announce that our Head of Content, Olwen van Dijk-Hildebrand, was awarded as one of the Content Moguls 50 for 2021.

Content Moguls 50, or CM50 for short, is the largest recognition platform in JAPAC region that awards and facilitates leading content practitioners throughout the region. Facilitated by the Content Marketing Summit Asia (CMS) and supported by the Asia Content Marketing Association (ACMA), this year, like 2020, CM 50 went online and hosted virtual award-giving ceremonies to continue their tradition of honouring content leaders in the region for their hard work and dedication to their field.

“To be awarded an honour like this is a big deal, particularly in the Content Marketing world,” Olwen stated on LinkedIn, “it’s really gratifying and empowering to know that the work I’ve done with 2Stallions Digital Marketing Agency on initiatives like our Marketing Expert Series is really making waves, and is appreciated for the impact it has.”

The work Olwen has done for 2Stallions so far has already helped increase our lead generation by more than 200%, and we are very happy to celebrate Olwen’s well-deserved win with her and her fellow ‘Content Mogul Champions’.

As can be imagined, this award is an inspiration for the entire team, and, we hope, for our clients as well.

If you’re out there, wondering how you can drive sales and increase your lead generation, perhaps it’s time to look at improving your own content marketing. If so, get in touch today, we’re happy – and clearly equipped! – to help.

 

 

Content calendar (or editorial calendar) is a simple concept: a schedule of when and where to publish future content (posts, video materials, podcasts, etc). An efficient content calendar normally includes dates for publishing upcoming content, planned promotions, social media promotions and posts, and updates to previously published content.

A content calendar is of extreme importance for businesses because it helps devise and track marketing strategies. Not only does it help a business stay organized, but it also helps with monitoring SEO performance.

How to Use a Content Calendar Efficiently

That being said, even the finest of content calendars won’t be efficient if they are not used to their full potential. In plain words, creating a content calendar and not following up and updating it is not the way to go about things.

The most common goals a content calendar should help achieve are, as follows:

  • Ensures that planned tasks are going as planned
  • Provides overview of upcoming tasks
  • Ensures ideal content distribution
  • Ensures that collaboration is taking place

Additional features may be added as per specific goals, but these are the very basic and essential ones.

Elements of a Good Content Calendar

As is the case with everything in life, there is no universal rule when it comes to content calendars. However, while they are highly customizable, they still should feature a number of elements that are crucial for every marketing strategy. These include editorial, promotional items, platform and upcoming ideas.

A content calendar should be planned well ahead and created in such a way that it can be easily customized as needed. To ensure best results, stick to your OKRs.

Editorial

Editorials should be the starting point of every content calendar. Namely, their goal is to list the posting schedule and all content planned for publishing.

Promotional Items

Promotional Items are pieces of content that will promote your services. They can vary in form and usually include a mixture of posts, podcasts, newsletters and various announcements.

Platform

Choosing the best platform where to host your content calendar is paramount, especially when there are multiple contributors. The calendar should be easily accessible to every contributor at all times.

A good email marketing calendar relies on swift responses, so if you’re running a large business, a suitable platform is essential.

There are numerous options when it comes to the choice of a platform and other content calendar tools, the most popular of which we will list hereby:

  • Trello (for marketing teams)
  • Asana (for marketing teams)
  • Slack (for marketing teams)
  • Coschedule (for marketing teams)
  • Google Sheets (for individuals)
  • MS Excel (for individuals)
  • Google Calendar (for individuals)

Certainly, there are other options as well, but there is a good reason why some tools are more popular than others.

Upcoming Ideas

Finally, note all ideas as they come as these can be later turned into efficient strategies. Keep in mind that audiences change (and so do trends), so the ideas you get along the way are extremely significant.

Whether it’s the new Gmail templates or customer feedback, make sure to note all of the important insights in your content calendar.

How to Organize Your Content Calendar

Organizing a content calendar is a serious undertaking, especially for businesses with many contributors. However, it is not impossible and there are some best practices to help you in this matter, too.

First of all, make sure you have chosen the very best platform for your needs. Immediately define the dynamics of posting.

Content calendars for small-scale marketing plans may include only post titles and the dates when to post them.

On the other hand, complex content strategies should best feature all the steps of the content creation process that are easily understandable to all contributors.

Calendar Templates

Creating a template is always a good idea as it serves two purposes:

  1. It simplifies the process.
  2. It helps contributors get used to the routine, making the whole process faster and more efficient.

Again, no rules are set in stone, but some elements are simply logical to include in a content calendar template. Here are some tips:

  • The topic
  • Content-type
  • Publishing date and time
  • The channel where the content is to be published
  • Person in charge (for marketing teams)

Remember to follow through to ensure your content strategy is going as planned.

The Frequency of Publishing

This is a tricky question, especially since feedback is essential in this matter and is often one of the toughest elements of a marketing strategy.

While there is no one-size-fits-all approach, we will still provide some ideas in hopes they will help you make better decisions.

I.e., social media posts can be published more frequently, as they also include reposting of older content that new followers haven’t had the chance to see.

It is generally recommended to publish at least one new blog post weekly, as you’ll want to keep your audience engaged.

Recycle Older Content

As mentioned above, there will always be new customers and followers who haven’t seen all previously published content. Hence, it is always a good idea to recycle older content.

In addition, it is highly recommended that you update older posts with new information, so re-sharing the updated versions is simply a must.

Be clever in your approach. Even if there won’t always be new information to add, you can make an infographic using the existing blog posts. You can go one step further and turn them into video material, a podcast… ideas are endless.

Conclusion

As you can see, there’s more than meets the eye when it comes to brainstorming your content calendar. It is an inspiring process, but don’t forget to simplify the steps that can be simplified.

It is of utmost importance to ensure that the entire content team is on the same page and that all new content is relevant.

Keep updating older posts and recycling the content for best results, and your marketing strategy will flourish.


Guest Author

Viola Eva is passionate about digital entrepreneurship, flow, and mindful marketing. As a marketing consultant and founder of Flow SEO, she has worked with clients ranging from individual digital entrepreneurs to software companies to multi-national corporates and government institutions. She is a speaker, educator, and specialist on all things SEO known from Search Engine Journal, UnGagged, Pubcon, Wordcamp Europe and many other events and publications.

Search engine optimisation (SEO), content marketing (CM), and social media marketing (SMM) might be different in concepts, but they share a common goal—increase organic traffic to your website.

SEO works better when paired with the two. Your content pieces will attract more eyes when optimised for the search engines and shared on social media. And, you’re likely to improve your social media reach using the right content and set of keywords.

In short, integrating these three techniques enables a digital marketing flywheel that lets you enjoy the best of both worlds and increases your chances of doubling your search traffic.

Understanding the Three Techniques—SEO, CM, & SMM

SEO, Content Marketing, Social Media Marketing, thumbs up icon, desktop, keyboard, graph, red arrow pointing up,

Search engine optimisation, or SEO for short, focuses on boosting your website presence. It’s all about optimising your site to improve its visibility and rank higher in the search results pages.

Content marketing is the process of creating and sharing content (i.e., videos, blogs, infographics, social media posts, etc.). This discipline relies on SEO to increase brand awareness and consequently—generate visits and drive website traffic.

Social media marketing refers to the use of social media platforms for promoting a business, product or service. Sharing engaging and SEO-optimised content helps increase your brand exposure and boost social media traffic.

Read on to find out how you can increase organic traffic to your website using these three techniques.

Tips for Boosting Organic Website Traffic

Increase organic traffic to your website, desktop, desk planter, keyboard, mouse

1. Optimise for the Search Engines (and Readers)

Ranking on search engines like Google is the primary purpose of search engine optimisation. Broadly speaking, there are three core pillars of SEO: technical SEO, on-page optimisation and off-page optimisation.

Here’s how these optimisation techniques differ:

Three core pillars of SEO, on-page SEO, off-page SEO, technical SEO

Technical SEO – refers to the process of meeting the technical elements of modern search engines. It involves strategies, including crawling, JavaScript indexing, rendering, linking, and more.

On-page SEO – is the practice of optimising elements (i.e., meta description, headlines, title tags, content, etc.) ON your website to earn more relevant traffic from search engines. All these on-site elements should include targeted keywords to help your website rank higher.

Off-page SEO – refers to optimisation techniques done outside your website. Inbound links, social shares, domain age, citations, and reviews are a few of the off-site ranking factors that help improve your search rankings.

While SEO is about befriending the search engines, it’s also crucial that you optimise your website for your readers. So how do you do it? Simple—develop a keyword strategy. You may use long-tail keywords that will identify your website as a destination for a particular topic.

This blog post, for example, is intended for those who want to get more traffic to their website. Using the keyword increase organic traffic would be effective because there’s less competition for the term and people search for it.

2. Create Content Pieces for Your Buyer Personas

Optimising for the search engines is useless if you’re not driving profitable customer or client actions. This is where content marketing comes into action; it connects with your readers and influences them in making purchasing decisions.

To ensure you entice them until the decision stage, create content pieces that fit your buyer personas—fictional yet realistic representations of your target customers. If you haven’t created your audience personas, here are a few tips that may help you in designing them:

  • Check your existing customers and social audience. Gather information, such as age, location, language, spending power and patterns, interests, challenges, and more.
  • Learn why they love your products or services. Tapping on social media listening is one way to find out customer experiences.
  • Identify customer goals. Are they only researching, looking for reviews, or are they ready to buy?

Once you have buyer personas in place, you can deliver content that will be most relevant and valuable to your audience. The easiest way to use your audience personas is to cater your content to them.

Below are the three stages of the buyer’s journey along with their ideal content types:

Awareness stage – where personas are experiencing that need to be fixed. Blog posts, social media posts, and explainer videos are ideal pieces of content targeting this stage.

Consideration stage – where personas are considering solutions to their pain points. The best content pieces to offer for this stage are product comparison guides, case studies, and free samples.

Decision stage – where personas have decided on their solution or turned into buyers. Examples of ideal content formats for the decision stage are product descriptions, free trials and demos, reviews and customer testimonials.

3. Promote & Optimise Your Social Media Profiles

Did you know that an optimised social media profile has high chances of driving organic website traffic? Social media optimisation follows the concept of SEO, where relevant keywords are included in bio sections to make the profiles searchable.

When writing a social media description, be sure to make it keyword-rich. Add relevant keywords naturally, so your target audience can find you in the search. Doing this not only increases your discoverability, but also helps increase organic traffic to your website.

Aside from creating keyword-rich descriptions, you can also boost your organic social media reach by doing the following:

  • Upload a high-quality picture. Your profile picture puts a face to your name, so it must reflect your brand. It should also be recognisable; avoid using an image that has nothing to do with your business.
  • Add links to your website. Take advantage of social media’s ability to build brand awareness. Include links in your bio section to lead target customers directly to your website.
  • Use hashtags sparingly. Hashtags are like keywords that categorise the content. Consider adding relevant hashtags to promote your business and boost your visibility.

4. Update Old Web Content & Blog Posts

Here’s another link between SEO and content marketing: when you update your old web content or blog posts, you get Google to crawl your site more frequently. It’s like technical SEO, where search engine spiders crawl your website, but without coding—just upgrading.

Having fresh content is critical for your website because Google favours frequently updated content. If you frequently update your website or articles, Google finds it easier to search for your web pages and add them to the index.

Frequent updates can help you have a better chance of ranking on the search engines. While a higher post frequency doesn’t necessarily increase your overall website rankings, it can increase organic traffic to your website.

Here are some of the best practices for content updates:

  • The key is quality, not more content. If your blogs are only 300-word long, bumping up the wordcount is a good idea. However, adding paragraphs just for the sake of updating can’t guarantee you good results. It’s necessary to keep your content standards high and write around what your readers want.
  • Incorporate valuable, targeted keywords. Keywords are a vital part of SEO. Optimise your content for a more relevant keyword. Targeting new keywords can expand your search visibility and help you bring more traffic.
  • Add new or update old links. Like keywords, internal and external links also play important SEO roles. Interlinking your web pages and linking your blog posts to your website can positively affect your SEO. Revisit your website and blog posts, then do the following:
  1. Find and fix 404. If one of your blog posts is linked to a 404 page, update the link and add a significant link.
  2. Spot outdated references. Blogs typically mention references, such as studies, research, and statistics. External links can build your website authority, so check whether they’re working and update them to more recent findings.

5. Create Meaningful & Evergreen Content

Creating evergreen content doesn’t only increase organic traffic to your website, but it also keeps driving regular traffic to your web pages for as long as you want it. The reason behind this is simple—such content doesn’t go out of date.

Not only does evergreen content stay fresh for readers, but it also remains popular in search engines. Google will find your content relevant, allowing you to become more visible and rank higher in search results pages.

To help you strengthen your evergreen content marketing strategy, we listed some actionable tips that will help you do just that.

  • Choose evergreen topics. Keyword tools like Ahrefs can help you look for popular, consistently searched topics. Use such tools to see what keywords have positive trends and build your content around these keywords.
  • When writing blogs around evergreen topics, avoid using terms with a short lifespan, such as this month, last year, yesterday, and more. If you’re thinking about writing for a relevant year, for example, ‘content marketing best practices in 2021’, update the content every year or ensure the content will remain valid over time.

  • Update content when necessary. As discussed in the previous point, Google recognises web pages with fresh content. You should refresh your content as often as necessary to ensure it’s evergreen and increase its chances of driving traffic or attracting leads and shares.
  • Build high-quality backlinks. The good thing about evergreen content or regularly update content is that it can generate consistent leads, establish a brand reputation, and above all—give higher search engine rankings.
  • To ensure your business reap these benefits, build links to your fresh content, encourage sharing on social media, and consider doing guest posting.

6. Get the Most Out of Social Media Targeting

Social media also holds power in your search rankings. Facebook, Twitter, Instagram, and other social media platforms can help you reach thousands of customers, which means you get more chances of increasing organic social media reach.

However, publishing content on social media isn’t enough to improve your SEO results. You should also consider capitalising on social media’s ability to reach specific audience types. By choosing who sees your content, targeting ideal audiences and engaging with them becomes easier.

Facebook, specifically, allows you to target any of your posts to a certain demographic. These general demographics include gender, age, relationship, educational status, location, interests, and language.

Suppose you own run a women’s fashion store in Singapore. You could target your posts to female shoppers who live in or near Singapore and are around 20-40 years of age. Here’s how you can start setting up Facebook targeting:

  1. Click Settings at the top of your page.
  2. From General, check off the box next to Audience Optimisation for Posts.

Follow the steps below to limit your post’s audience.

  1. Click the targeting icon before publishing your post.
  2. Tick Restricted Audience at the top, then select the age and locations of the audience you want to see your post.
  3. Click Save.

To target a specific audience in your newsfeed, use News Feed Targeting.

  1. Click the targeting icon before publishing your post.
  2. In the News Feed Targeting section, enter the criteria of the people you’d like to reach in News Feed.
  3. Click Save.

Also, you could specify when to stop showing your post organically in the news feed—this is called post end date.

SEO, Content & Social Media: Stronger Together

Search engine optimisation, content marketing, and social media marketing are equally essential in helping you increase organic traffic to your website.

One doesn’t outsmart the other as all concepts can raise awareness of your brand, build an audience, and ultimately—convert prospects to customers. Instead of treating them as separate, different practices, why not integrate your SEO into your content and social media marketing strategy, or vice versa?

If you’re up for this idea, 2Stallions would gladly help you get started. Our team of industry experts will draw your target audience to your website through on-page and off-page SEO, engaging content and by improving your social media presence.

Learn more about our complete line of digital marketing services here.

Welcome back to another edition of #2STeamStories, a monthly serial that lets you get to know more about the 2Stallions Family and what they do. From internships, UI/UX design, to content marketing, #2STeamStories aims to help everyone get a better picture about life at an agency. We also hope to provide insights into each speciality and encourage aspiring marketers to join this dynamic and exciting industry.

In this edition, we dive into the world of our Head of Content, Olwen van Dijk-Hildebrand.  True to the long-form that is her specialty, Olwen shares her journey into the marketing world, coming into it unexpectedly. Join us as she takes us through her career history and her arrival at 2Stallions and learn what it takes to generate content that connects and inspires individuals.

Hi Olwen! Tell us a bit about yourself. 

Hi, everyone, I’m Olwen. I’m Dutch-Indonesian born, but I’ve spent the majority of my life living all over the world. My father worked at the UN, and as a result I spent my childhood travelling from country to country with the rest of my family – parents and a younger brother. I spent the first 5 years of my life in Yemen, and have fleeting but fond memories of the place; after that we lived in London for a year, and Africa for eight years following that – first in Ivory Coast and then in Mozambique. I finished high school in Fiji, and finally went on to university in Australia, where I finished my tertiary education and met my husband. After close to a decade in Australia, we made the move to Malaysia where my parents had retired.

Can you share your marketing journey with us? How did you first start marketing? How did you find your way to working at 2Stallions?

I stumbled into marketing more out of necessity than choice. In 2012, my husband and I bought a small cafe in the Dandenong Hills in Melbourne. We ran the cafe for three years and during that time, I managed our Facebook page, and thus my introduction to marketing. I didn’t think about it that way, of course; at the time I was simply trying to drum up business and raise what I would now call brand awareness.  

In 2015, we sold the cafe having earned a wealth of experience in the culinary and barista arts and customer service, and moved to Malaysia. It was a big move, and neither my husband nor I knew exactly what we were going to do when we got here, but we wanted a change and so we made a change. 

I applied for jobs and eventually found my way into a marketing executive position in Kuala Lumpur at AQ Services International, a mystery shopping company. I was with them for five years, really until the pandemic kicked in. When I left I’d gone from executive, lone wolf marketer to the senior communications manager with a team of six. I was really quite proud of the work we’d accomplished and it was a shame to have to leave it, but circumstances being what they were there wasn’t much choice. 

Luckily for me, I’d worked with 2Stallions since 2016 – AQ Services had been a client for several years – and Daniel Heerkens reached out to me in mid-2020 to offer me a job. 

Can you share with us a little about what’s expected in your role? 

At 2Stallions, my role as Head of Content is essentially expected to create all the content for internal marketing efforts and to help with client projects where needed. I develop and adapt the content strategy for internal marketing and create the content to go with it. Content marketers generate content and content concepts for all marketing channels, including our company blog and our social media channels. 

What are some of your favourite things about content marketing? 

I have a passion for words. I love what they can do and how much power they have when used in different circumstances. Content marketing is essentially knowing how to use words to inspire emotional reactions – what you see on social media or read in a blog are all driven by that same concept. What I love about content marketing is that it lies at the heart of all marketing – I might be biased, but really without content, digital marketing is an empty vessel. 

What is the most challenging part of your job?

Speaking the right language, whether visual or words, is the trickiest part to get right. Content marketing is about speaking to a target audience, so the hardest part is trying to find the way to do that. You have to reach people in a memorable way, and sometimes the most powerful way to do that is through the right word choice. 

How do you like to spend your time away from work?

When I’m not working, I spend time with my family – that is, my husband and our two cats. We enjoy watching movies or shows together. On the weekends, especially at the moment with the pandemic lockdown, I write, fiction mostly. To destress I play video games – currently, I’m really into the Multiplayer Online Battle Arena (MOBA) game Mobile Legends, but I’m a massive Skyrim fan as well. I also spend a lot of time online, scrolling through social media feeds, constantly looking to learn about current content trends and preferences. If I had to pick a favourite platform, I’d go with LinkedIn, but I enjoy Instagram and TikTok as well. 

Wrapping Up

Connect with Olwen on LinkedIn to learn more about her work as a content marketer.

Get to know our #2StallionsFamily with the #2STeamStories tag.  Discover the works done by our diverse team of digital marketing professionals who’ll bring your ideas to life with impactful designs. If you’re looking for a content marketing expert, don’t hesitate to contact us

Content creation is at the heart of marketing, feeding digital marketing strategies and driving brand awareness. When you break it down, without content, marketing is reduced to empty strategies that don’t go anywhere. Creating engaging content takes skill and experience, it also demands a strong understanding of target audiences and markets. Luckily for Dulux/AkzoNobel, Sunny Naresh is the right man for the job. 

From the newsdesks of TODAY newspaper to the well-known stage of the brand that is AkzoNobel, Sunny has come a long way and built himself a strong, enviable career. With a background of sports journalism, social media, and content creation, he has the experience and the passion that all digital marketers need to truly make a difference. Join us for this issue of the Marketing Expert Series as Sunny takes us through his career and the experiences that brought him to where he is today. 


Hi, Sunny, welcome to the Marketing Expert Series! Let’s start with some of the basics, can you tell us a bit about yourself? How did you get to where you are now? 

I started my career in the newsroom of the TODAY newspaper and was assigned to the digital desk where I was part of the team that handled the website and social media platforms of the newspaper.  

After spending four years there I felt it was time to move up the ranks and moved to Lagardere Sports, where I could combine my love for content creation with my love for sports and help our clients expand their digital footprint across Asia. 

The move to AkzoNobel was a lateral one as I wanted to break out of the sports industry and gain some experience in the consumer goods sector so people could see me as a digital marketer instead of a sports marketer. I’m still doing what I love when it comes to content creation and the added challenge of being in an unfamiliar and competitive industry really drives me to improve myself and my contributions to the team. 

How did you end up in this line of work? Was there something that drew you to it?

I’ve always enjoyed creating content and I’ve enjoyed writing from a very young age. My stories were published frequently in school publications and in university I worked as a freelance writer for sports websites, helped people tidy up their resumes and even wrote wedding speeches to help pay my way through school. 

That love for writing helped me land a job in the newsroom and I worked with a great team who helped expand my skill set by teaching me how to shoot and edit video and photos, and how to share all sorts of content on websites and social media. 

Those skills helped me evolve from a reporter to a content producer and eventually into a marketer. As I gain more experience I do less writing and editing and more presentation decks and media plans instead but that working knowledge has allowed me to be more understanding to partner agencies and also come up with more realistic production timelines for projects. 

Right now you are the Digital Marketing Manager for Dulux/AkzoNobel. Can you tell us a little about your role and what it entails? What’s it like working for such a well-known brand as Digital Marketing Manager?

The focus of my role at AkzoNobel is customer engagement and my scope of work includes managing the social media platforms, overseeing the development of digital content and working with the media planning agency to ensure our campaigns are running smoothly and hitting all the KPIs. 

It is a sole contributor role so I work with several agencies to carry out the operational tasks while I work on a more strategic level to chart the next phase of the company’s digital content offering and find out new partners and technologies which we can leverage on. 

Working for a well-known brand has its perks and challenges. On the bright side you do have generous budgets to work with and this allows you to go that extra mile to ensure the content produced will work with the target audience. Testing digital content and data analytics are just some of the additional steps we’ve taken to quality-check our work. Bigger companies do tend to be more risk-averse when trying new content ideas but the testing and reports play a big part in the decision and approval process.  

On your LinkedIn profile, you mention some of your job aspects in this position. For example, you talk about introducing YouTube optimisation, influencer marketing, centralised social media and brand-led digital media campaigns across eight markets in South East Asia. Is there a campaign or singular moment you are most proud of?

Definitely the roll-out of influencer marketing in AkzoNobel. We introduced this when the Covid-19 lockdowns were first announced around March or April last year and we wanted to maintain a brand presence online despite all our campaigns being put on hold and budgets slashed. 

Thankfully it worked out brilliantly for us. We had a minimal budget to work with so we targeted micro-influencers in the home decor space and we were able to reach more people and generate more conversations than competitors despite having fewer pieces of content. The success of this trial led to other markets asking to be included in the programme, which has expanded to five markets now. 

What are the biggest challenges you face when marketing to such diverse markets throughout the region?

When it comes to social media everyone has their own opinion on what works best and it can get difficult to convince them that how they use social media personally might not be the same way the rest of the world consumes media. Using data has been one of the most effective ways to get around this problem as it helps us take a more objective and results-driven view towards our social media and content strategy. 

Another challenge is maintaining the balance between centralised, regional content and local content on social media. Having a standard content plan shared across several markets is efficient in maintaining brand integrity but there’s no doubt that content that’s created based on local trends is among the best performing content on social media. 

We try to maintain an 80-20 ratio between the number of content pieces between regional and local content but the budget split for boosting that content is split 80-20 in favour of local content. 

Before Dulux/AkzoNobel, you were the Digital Manager Lagadère Sports, and before that at MediaCorp as a digital producer/reporter. You’ve got a very prestigious CV! Was it difficult to shift gears from one industry to the other?

Not at all! The industries were very different but the skill set needed to succeed in all these roles were the same. 

At MediaCorp, being in the digital team exposes you to various industries and you do need to understand the news that’s coming in from the local, business, global, entertainment and sports desks to be able to decide which one gets more prominence online. I also wrote articles on sports and technology for print and that helped me build a little niche for myself to stand out. 

The transition to Lagardere was easy for me as I am a huge sports fan so I already understood what the client wanted from Day 1 and could get down to executing the social media strategies that I believed would work best for them. 

The job scope at Lagardere Sports and AkzoNobel is very similar and there was an orientation programme to help new staff understand the various products the company sold. 

The biggest change was understanding how different an agency operated compared to a multinational company. There were a lot more processes in place at AkzoNobel and several approvals are needed to move forward in projects but that helps ensure everything is within brand guidelines and all bases are covered. 

You have many years of experience marketing to the diverse citizens of South East Asia. Have you noticed any significant changes in how we market products over the last decade? 

Definitely, people are increasingly making their purchase decision based on emotion so it’s becoming more important for brands to strike up a conversation with the target audience and building the brand reputation instead of just pushing the benefits of your product. 

The digital world has also changed the way we market products by providing us so many platforms and formats to use. From memes to carousels to collaborative ads to search engine marketing, there’s a format to suit every specific need a brand would need. The challenge for marketers is to pick what works best for them instead of indulging in the whole buffet laid out for them. 

Now, I’d be remiss if I didn’t touch on the elephant in the room, the global pandemic. Clearly, COVID-19 has impacted a lot of companies and industries all around the world in the same way. Have your own marketing strategies for Dulux had to change because of it?

When COVID-19 first struck it led to several of our dealers closing their outlets and like most companies AkzoNobel took a cautious approach and stopped all ongoing marketing campaigns. 

But the pandemic resulted in digital marketing becoming the central pillar for further marketing efforts. We started using influencers, we optimised our YouTube channels with the help of 2Stallions and we even developed other services like Dulux Painter Marketplace (which is like an Uber for painters) and AI-powered Preview Service which generates colour proposals for your home in less than 24 hours. 

What about for you, personally, when this pandemic is over, what’s next for you?

The first thing I would like to do is take a holiday and travel out of Singapore. My wife and I have drafted our itinerary for a trip to London which includes a flight up to Liverpool to watch my favourite football team play. The only thing that’s missing on that plan is the date when we can actually travel. 

On the bright side the additional time at home brought on by Covid-19 has allowed me to finally go ahead with some personal passion projects such as a children’s book series which I hope gets picked up by a publisher. 

Any advice you’d give to young and aspiring marketers in the region? 

It’s never too early to start. If you’re still in school, try exploring freelance opportunities or internships to understand the industry and how to manage the relationships between agencies and companies. 

The second piece of advice is to be brave. New ideas are shot down every day and the most common reason I’ve heard is “we have always done things this way”. Take that as a challenge instead of being discouraged and use that as motivation to build your case to convince your colleagues that your idea will succeed.  

Thank you, Sunny! It’s been a pleasure to ‘speak’ with you and learn more about your experiences and insights. How can people connect with you if they’d like to know more about you?

The pleasure is all mine. Look me up on Instagram (@sunnynaresh) or LinkedIn if you’d like to connect or find out more about myself or other personal projects I’m working on. 


The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.

If you are interested in building your own company’s digital advertising, get in touch with us today, and find out how you can optimize your digital marketing strategies.

Welcome back to another edition of #2Steamstories! We’re glad that you’ve been enjoying this series of short interview articles where we get to know more about the 2S family members. 

From internships, UI/UX design to content marketing, #2Steamstories aims to help everyone understand more about life at an agency. We also hope to provide insights into the each specialisation and encourage aspiring marketers to join this dynamic and exciting industry.

In this edition, we have with us John Tan, who’d be sharing with us his journey as a content and social media marketer. In 6 questions, let’s uncover what it’s like to work with social media and learn what it takes to connect and engage customers in this digital age. 

Connect with John!

Hi John! Tell us a little bit about yourself.

Hello everyone! I’m John, also known as the unofficial bro in our team. It all started with a casual remark from one of our clients and this title has been conferred to me since then. 

I’ve spent most of my life living overseas in China, Hong Kong and the US. I completed my degree in Sports Management from Drexel University in the US back in 2015. Many think that it’s a coaching-related degree, but it’s really a business degree with an emphasis in the sports industry.

Since moving back to Singapore, I’ve worked with several global brands such as Oakley and Lenovo on social media management, content creation/strategy, and paid media planning.
It’s been 5 years since I started working in and around social media, covering all aspects of social media from content creation, channel management, and paid media. 

I am passionate about social media because it’s at the forefront of how consumers’ are exposed to content. What particularly interests me is how brands (particularly in industries of my interests – sports, gaming) portray themselves on social media to meet their needs.

What made you decide on a content marketing/social media marketing career? 

Initially, I always wanted a career in sports (or sports-related field), with a particular interest in marketing. My first gig in social media marketing was for an events company, branding a zombie themed marathon online. I then moved on to the agency side, crafting my trade in content creation from copywriting to even doing some design work. Be it on the brand or agency side, what interests me the most about the role is fusing the creative/strategic processes and seeing it come to life in a campaign visual/content. 

What attracted you to 2Stallions? 

In my opinion, 2Stallions’ greatest strength as an agency is our technical prowess across digital platforms. When I was looking for a new role, this was one skillset I felt needed improving. Through proper mentoring and opportunities, I’ve been able to develop my technical skills tenfold to a point where I am confident to impart my knowledge to others as well.

What excites you the most about the industry?

The industry, especially social media, is ever changing. Although the basics will more or less stay the same, it’s important to keep up with trends/technical updates and see what other brands and other agencies are doing. Even when I’m casually browsing social media in my free time, it’s something I keep my eyes out for. People are on social media in their free time anyway, so this is the best time to learn what can work and what doesn’t. If these ads work on me, who knows who else they could work on.

Learn more about social media marketing on our blog

What did you learn about yourself and the industry over the years?

Aside from constantly learning about new technical updates and trends of social media, I’ve come to learn that the real joy comes from the collaboration with my teams and our clients. Oftentimes, the reason why clients look for an agency is because they need assistance in navigating the digital landscape. Being able to guide them and teach them how social media weaves into their grand plans can be very rewarding.  

What do you think is the most challenging/fulfilling part of your job?

I’d say the most challenging part is also the most fulfilling part of my job. To sum it up, it’s about keeping clients happy. What it means to be happy is not limited to the results we produce for their campaigns, but it also means that our clients are happy with working with us day to day. Over the course of my career (so far), I’ve been fortunate to build solid connections with many great people from various brands and backgrounds. These connections have been a result of developing good relationships both work wise and casually. 

Wrapping Up 

Get to know our #2Stallionsfamily with the #2Steamstories tag.  Discover the works done by our diverse team of digital marketing professionals. Browse and download our case studies now! 

If you’re looking for a content marketing or social media marketing expert, don’t hesitate to contact us

Did you know?

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

As an inbound marketing tactic, content marketing is a budget-friendly method which will bring immense benefits for your business both in the short term and long run. It’s a strategy which is particularly effective for educating and nurturing existing as well as potential customers, targeting ToFu, MoFu and BoFu stages of customers. This is why content marketing is one of the core digital marketing strategies for bringing in traffic and encouraging conversions for any brand.

But what exactly is content marketing? And what does a content marketer do in order to reap these benefits?

Read on to find more about the job of Social Media and Content Executive Emily Ng, and discover what goes on behind the scene in an agency’s day of work.

Meet Emily- Social Media and Content Executive at 2Stallions!

Fresh out of university in 2019, Emily joined 2Stallions for her first full-time job as a Social Media and Content Executive. Since then, she has been with our agency for 1.5 years, specialising in copywriting and content creation for clients.

She discovered her passion for copywriting when she started an internship as a copywriter at a local start-up and has never looked back since. Over the years, she has written a variety of social media posts for different categories, from homeware, a fitness gym for little kids to insurance and healthcare.

A complete homebody, you will find her at home during the weekends picking up new skills such as video editing or baking. Currently, she is working on mastering a new language!

What goes on in the day to day job as a Social Media and Content Executive?

Well, as my job title suggests, I create content on a daily basis! The content I create ranges from blog articles, newsletters, copywriting (social media posts and ads), scripts for animated videos to infographics.

Emily worked with the creative team on this fabulous video for our client – Attonics Systems

However, other than creating the content, there’s actually a lot of preparation work to be done. This includes content research, planning, conceptualising content and social media calendar (up to months in advance), and keyword research. It’s also essential that I keep myself updated about the industry’s latest trends by reading up various marketing magazines and data reports such as Think with Google.

These are the foundational work needed to be done, to ensure I’m aware of the current trends to produce content that is engaging, interesting and relevant for our clients’ targeted audience.

As a content creator, I also get to work with other teams in the agency. Two teams that I work closely with include the SEO and Creative team. The SEO team ensures that my content has higher visibility in Google’s search engine. I also work with the Creative team to discuss and align the art direction for a particular project.

Another important aspect of my work includes conducting weekly brainstorming or meetings to refresh the existing content plan. All of these are essential to help our content remain timely and updated.

These weekly meetings also help us to review and incorporate clients’ feedback into our work. Our agency believes in putting the needs of our clients first. Therefore, I always ensure transparent communication and regular updates with the clients about our work.

Why do you think content marketing is important and relevant for businesses these days?

In my opinion, content marketing is extremely relevant these days.

Think about all the times we want to make a purchase or find a restaurant “near me” whenever I’m on the go. What is the first step we’ll do before making a decision?

We’ll almost subconsciously whip out our devices to do a quick search on the product or place that we are interested in. We’ll look up reviews, listicles and take a deeper dive into a particular company’s website. As a habitual instinct, conducting research is the first step we make before any purchase decision these days.

We’re so reliant on search engines that brands need to produce content around what people are searching for, such that you can increase awareness and generate leads for your product or service.

Was it difficult for you to work in a field that was outside of your degree specialization? Any advice for fresh graduates who’re open to exploring different career paths just like you did?

After my short stint in a copywriting internship, I knew marketing was a field I was passionate about. However, finding a full-time job in the marketing industry was a little challenging as my degree was not in communications or marketing.

Fortunately, I took on several internships and part-time jobs during my university days in copywriting. This proved to be beneficial as the internships helped me gained the experience that most marketing employers are looking for.

For those who are open to exploring different career paths, I definitely recommend going for internships to obtain the experience first. Make sure you do your research and find a company in the industry you’re interested in. Before choosing a company, it’s important to understand the company’s culture and work environment. The ideal internship should provide you with ample learning opportunities and good mentoring. Otherwise, it would be a wasted internship as you’ll obtain little value that could benefit your career pathway.

Other than internships, do also consider self-learning and upskilling. There are also many learning tools out there such as Google Skillshop or Udemy that can help you gain relevant and important skills. At the same time, you will also learn and understand the industry better.

You must equip yourself with the knowledge and skills as this will give you an edge during your interview process. Most importantly, don’t feel disheartened when you get rejected by a company. Take it as a learning process and never give up! (I also faced several rejections myself!)

As a writer and content creator, were there times when you experience content fatigue or faced writer’ block? What do you do to help yourself get out of the rut?

Definitely. During such times, I would remind myself to take a short break, walk around a little and try to stop thinking about that particular project. Alternatively, I would also browse through social media to take my mind off the project. Doing so helps me to refresh my mind which is great when you’re feeling overwhelmed or uninspired.

During the Circuit breaker period (working from home), I’ve also come to learn that taking timely breaks is extremely important. If you overwork by forcing yourself to produce content for… let’s say 5 hours straight, you are not going to produce quality work that you or your clients want. In fact, if you take small breaks in between the day to recharge yourself, you can produce better work as your mind is in an optimal state to think creatively and write effectively.

Is it true that an agency life is work without play?

Sometimes when you are handling multiple projects, it can get pretty time-consuming. However, agency life is really not work without play. At 2Stallions, we encourage everyone to work hard and play hard! We have a relatively young team, so it can be pretty fun in the office at times!

Our agency also emphasises on the well-being of its employees. That is why we have regular video calls to catch up with one another, to ensure everyone is coping well with the current situation. I’m grateful for my supportive colleagues who’re always ready to help whenever I’m feeling overwhelmed at work. When things get tough, I know that I will always have my team to fall back on.

Wrapping Up

Contrary to common belief, the job of a Content Creator goes beyond writing articles. Content marketing has moved past blogs and now encompasses so much more. With this article, we hope that you have a better understanding of what it’s like to work as a content creator . Feel free to connect with Emily if you’re curious to learn more the work we do!

Drop by our blog if you’d like to learn more about content marketing and content strategy. Don’t forget to subscribe to our newsletter to stay updated about all things digital.

In the first part of our content marketing series, we discussed the what and how of content marketing. In this article, we’ll bring you through 5 easy steps to build a personalised content marketing strategy that works for your brand.  

By now, you already know that content marketing is essential to take your business to new heights. 

This method of attracting and nurturing leads has been proven to be one of the most cost-effective and efficient ways of establishing brand awareness, build trust with your target audience and even acquiring new customers.

When planned and executed strategically, content marketing can boost web traffic to your business site, increase social following and establish yourself as an industry leader.

An effective content marketing plan is strategic in both its production and delivery. Without a well-developed execution plan, your content would lose all its meaning. 

The difference between content marketing and having a content strategy

Content marketingContent marketing strategy
Content marketing is all about using relevant and valuable content to attract and retain visitors, eventually turning them into paying customers.Content marketing strategy is an overview plan you have for every piece of content related to your business. In other words,  it is the blueprint that maps out the production and delivery of content for your brand.

If you’re unsure of how you can start your content marketing strategy, look no further. In this guide, we will walk you through 5 simple steps that will help you develop a content marketing strategy that’ll drive results and grow your business.

5 Essential Steps to Help you Develop an Effective Content Marketing Strategy:

Step 1. Set Your Goals Strategically

Step 2. Understand Your Audience

Step 3. Streamline Content Process

Step 4. Distribute Content Effectively

Step 5. Optimize Content for SEO

1.     Set Your Goals Strategically

“Setting goals is the first step in turning the invisible to the visible.” This inspirational quote from Tony Robbins, an American author and public speaker is what you need to remember when you kick-start your content plan.

To know what content pieces work for your brand, you need to first map out an overview of your strategy (setting clear and defined objectives), establish ROI targets and outline a clear direction for your business’ growth.

Here are some goals to help you get started:

  • Increase website traffic
  • Attract new prospects
  • Convert leads to customers
  • Gain influence and authority
  • Increase visibility in search engines

These are measurable and quantifiable goals which will help you measure the effectiveness of your content strategy in the long run.

Using tools such as Google Analytics will help you measure key metrics such as web traffic and top viewed pages. With these data, you’ll know what content works and what doesn’t. This will help you make informed revisions to improve your strategy progressively.

2.   Understand Your Audience

After setting your goals, the next crucial step would be to identify and understand your target audience.

This is important because a customer’s purchase decision is highly dependent on whether they find your content valuable and helpful. Therefore, content marketers have to keep in mind their target audience in order to create content that sells. Otherwise, you might fail at creating content that your customers care about.

If your content resonates well with your customers or you helped them understand what to buy, they’re likely to purchase from you.

Using data to segment your target audience

One way to can create the right content that reaches your customers is by collecting demographic data. Web analytics and social media sites are a reliable source of audience data. They often provide customer insights such as audience demographics, interests, education, income, and so on.

Here’s an example of how you can use Google Analytics to collect audience data to plan topics and create content that suits their interests.

To obtain these sets of data, go to Audience » Interests » Overview. In that page, you will see the market segments of your site visitors. Under overview, take note of the affinity categories (that are grouped by interest) with a greater reach (higher percentage). These are topic categories that most of your audience are interested in and topics that you should be creating.

Google Analytics can help you identify your audiences’ interests

Social networks also offer similar data. For example, you can get demographic information on your Facebook fans via Facebook Page Insights.

Facebook insights allows you to understand the
demographic of your audience such as age and gender

From these data, you can move on to categorise your audience into broader categories and create customer personas. Customer personas are extremely useful to help you identify the needs and wants of your customer. Knowing who your customer is will also will help you craft the right message that speaks to them directly, thus humanizing your marketing communication.

3.     Streamline Content Process

Once you’re done with the first two steps, you may begin planning your content production. This is where you will streamline your content marketing efforts to produce fast and efficient content.

Start your plan by defining the buyer’s journey. In most cases, you can base your strategy around these funnels: top of the funnel, middle of the funnel, and bottom of the funnel.

The first one is the awareness stage, where people seek answers to their questions through research. The middle funnel is known as the evaluation stage, where people conduct extensive research on whether your product or service is a perfect fit for them. Lastly, the bottom funnel or purchase stage is where people figure out what it would take to become your customer.

You should take these funnels into account when creating content. There should be content pieces (i.e. product guides, blogs, social posts, research studies, etc.) specifically designed for each stage of the funnel.

Next, you must plan an editorial calendar. Brainstorm content topics with your team and assign writing and editorial tasks to your key team members.

It’s ideal to keep all your content ideas in a spreadsheet. However, spreadsheets have their downside. They lack automation and commenting functionality. If you want to see everything in place and avoid missing deadlines, you can opt for content calendar tools such as Google Calendar, Kanban Flow, Trello, Contently, and more.

4.     Distribute Content Effectively

Content marketing isn’t only about developing high-quality content for your target audience. It also deals with the process of promoting and distributing your content through different channels.

If you fail to distribute your content effectively, it would be impossible to reach the widest audience possible. You’re also likely to fail your ROI targets such as driving traffic to your website, attracting new prospects and customers, gain authority, and more.

2 Common ways to distribute content.

1. Building an email list.

It’s important to have a mailing list because reaching out to people via email is 40 times more effective at acquiring new customers than Facebook or Twitter.

But how do you build an email list? Here are a few tips on how to encourage visitors to subscribe to your email list:

  • Include CTA buttons on every landing page on your website
  • Add pop-up images or slider on all your landing pages
  • Send out pop-up surveys while visitors are browsing
  • Add email captures at the end of your blog posts
  • Re-engage contacts inactive subscribers

To learn more about creating a mailing list for your business, click here.

Once you created your email list, you may proceed with content distribution. You can create a paid subscription model for premium content, send weekly newsletters and exclusive content (i.e. How-to videos, invitation, etc.), offer exclusive coupons or discounts, and more.

This will help you engage and connect with potential and existing customers at a lower cost (compared to paid ads to boost sales). Due to its greater outreach, conversion rates are also likely to improve.

2. Social media is another powerful platform for distributing content.

Globally, around 3.8 billion people use social networks including Instagram, Twitter, Pinterest, Facebook, and LinkedIn. This means you should establish your presence on at least some of these channels in order to attract a greater pool of customers.

Here are some tips to curate content for your social media accounts:

  • Repurpose and curate your own content
  • Be consistent with your updates
  • Share your blog articles and other content on social media
  • Post engaging visual content such as videos, infographics, slide presentations, and more
  • Create content based on the latest trends or news and share it across your social networks (increasing “shareability”)
  • Create dynamic content or dynamic paid social media ads

5.     Optimise Content for SEO

Content marketing and search engine optimization (SEO) are intertwined. The two might be different in concept but they are an essential combination for content marketing to generate results.

While the former focuses on creating and distributing content for a targeted audience, the latter helps to make your content visible in search engines. This combination is also known as SEO optimised content which will result in 2 main benefits for your business.

First, it will help your site rank higher on Google.

Quality content is what engages your target audience. As more readers pick up your content and shares it with their network, it creates greater engagement and traffic to your site.

With more engagement and clicks on your content, Google recognises your site to be relevant and valuable to users. That is because Google thinks online users are searching and liking your content, therefore prioritizing your page over others. Consequently, Google rewards your page with a higher position in their search results page (SERP).

After building a strong web presence with a higher site ranking, you will start to attract more targeted traffic and increase your customer base.

Over time, your brand can establish a strong brand presence online and become a reputable source of information when users search for content you posted about.

Secondly, SEO-optimised content like landing pages can prompt higher conversions.

SEO optimization is important to decrease loading speed of a page in order to provide a pleasant user experience for your audience.

When your webpages load fast, are easy to navigate, and optimized for desktop and mobile, site visitors may stay for a while and continue browsing for a longer time. In this case, you have a better chance of holding their attention and turning them into paying customers.

Optimizing content for SEO requires both the technical and content writing skills to ensure you enhance the effectiveness of your content for the search engines.

Search engine optimization typically involves the following procedures:

  • Perform keyword research
  • Write content based on keywords
  • Optimize content for main keywords
  • Build backlinks
  • Update links and keywords
  • Analyse rankings and traffic

To bring in more traffic to your website and achieve better results, hire a competent SEO specialist or SEO agency. SEO experts can help you to facilitate web results and monitor your campaigns.

The Takeaway

It will require some time before your content marketing strategy takes effect.

Nevertheless, you should still make your content marketing strategy the heart of your marketing initiatives. It’s crucial for building your brand identity and winning the confidence of your target audience.

Whether you’re new to building a content marketing strategy or you’ve been using the same approach for a while, it’s important to constantly revise your strategy to ensure it stays up-to-date, innovative, and engaging for your customers.

Make use of our 5 steps guide we’ve provided, and you’ll be able to develop a strategic approach to drive online visibility and growth for your business.

If you’d prefer an agency to help you manage your company’s content marketing, feel free to contact us.

If there’s one overused cliché in content marketing, it would be “Content is King.” As cliché as it sounds, this phrase speaks the truth because any kind of content (i.e. blog posts, infographics, videos, etc.) can help brands in endless ways.

Words and visuals, in particular, are powerful communication tools. They help to establish your brand identity, build a connection with your audiences, boost awareness of your brand, and generate qualified leads among other benefits.

This is why every company should make content an essential part of its marketing arsenal. Businesses should utilise content marketing to improve awareness, leads, and sales.

If your organisation hasn’t developed a solid content marketing strategy yet, now is the time to jump on the bandwagon.

Keep reading to learn more about content marketing and how to make high-quality content pieces that work for your business.

What Exactly Is Content Marketing

In its simplest definition, content marketing is all about using relevant and valuable content to attract and retain visitors, eventually turning them into paying customers.

It aims to capture the interest of audiences and solve their pain points by creating content that serves these goals.

This blog you’re reading right now is a form of content marketing. That online survey you answered, the email you opened and social media posts you liked is also another form of content marketing.

Other types of content marketing include:

  • case studies
  • infographics
  • webinars
  • podcasts
  • videos

Why Content Marketing Works

Content marketing works wonders because of 3 major reasons: it delivers value to audiences, builds trust over time, and attracts the right target audience for your brand.

Think of blog articles as an example. These content pieces are written for a certain group of audiences to address specific needs, pain points, and desires.

When the readers’ problems are addressed and solved through your articles, your blog site establishes an authority. Readers will keep coming back for more, thus allowing your brand to engage better leads and customers.

Still not convinced that content marketing works? Take a look at these content marketing statistics:

Content Marketing Examples to Inspire Your Next Campaign

You now know what content marketing is all about. You are aware on how it can help your marketing efforts. Let’s take a look at some successful examples that can inspire you into action!

Coca-Cola’s “Share a Coke” campaign

Coca-Cola company personalised its cans with 250 of the most common names and people around the world went crazy in search of a can bearing their name. The campaign was a major success because it appealed to human emotions, inspiring shared moments of happiness among friends and family.

In Australia alone, the soft drink manufacturer sold more than 250 million (that is 10 times of its population size!) bottles and cans within 3 months.

Coca-cola grew sales with share a coke campaign

Superdrug challenges beauty standards with the campaign: “Perceptions of Perfection Across Borders”

Superdrug Online Doctor is a website offering prescription and medical consultation services. The brand asked designers from 18 countries to retouch a woman’s photo according to their country’s beauty standard. The project aimed to better understand potentially, the unrealistic standards of beauty and to see how pressures on women’s bodies vary around the world.

The project turned out to be a success because of the body positivity message it left: there’s no such thing as the perfect body.  

These pictures quickly made headlines when they were first published and sparked lots of conversations online which boosted the brand awareness of Superdrug.

BuzzFeeds Tasty facebook page – Building a juggernaut with short video content

BuzzFeed’s instructional cooking arm, Tasty, is one of the biggest publishing brands on Facebook and it’s also the juggernaut behind the success of Buzzfeed’s video marketing.

Tasty successfully captured people’s interests by publishing recipes and other food-related content consistently. The brand also began the unique 60-second video format, making it popular on Facebook feeds.

In September 2016, Tasty’s main Facebook page was the third-biggest video account on Facebook with nearly 1.7 billion video views. Today, Tasty has grown into a multi-stream revenue model with over a 100 million followers, receiving an average of 300,000 views for each of its new video.

How to Create Content That Works for Your Brand

Remember, content is an essential piece of information. All the information presented in it can help you succeed at persuading and entertaining your readers. With that in mind, it is important to create a content marketing strategy that focuses on producing quality content.

There are 4 qualities to a great piece of content:

1. It Should Be ReadABLE

First things first, your content should be readable. It should be easy on the eyes.This means it should meet the following readability factors: font size, text and background colour, white space, and more.

You can’t expect your target audience to stay on your website if your content is written in tiny fonts. Troublesome colour combinations can also result in headaches, which can tune your readers out in the first few minutes of their site visit.

Also, white space should be your friend. Make sure the column width, vertical spaces between lines, and space around the images aren’t too tight for easier reading.

For content to be readable, it should also be easy to understand. Audience’s attention span keeps shortening over the years. That’s why you should convey your message simply to avoid alienating readers in the first few minutes or seconds.

Secondly, follow the KISS principle. Keep it short and simple. Steer clear of complex words and jargons to get your message across. It’s also ideal to reduce the length of your sentences.

While there’s no definitive rule on the ideal length of a paragraph, a great way to paragraph would be around ideas. Split your paragraphs into sections to make chunks of information easy to read.

2. It Should Be ShareABLE

The best content gets more eyeballs not only because it’s readable but also because it’s shareable. Oftentimes, content shareability depends on one significant factor: the topic itself.

If you want to get your content shared, come up with content ideas that resonate well with varied audience types. You can begin your topic research by looking into the following: emotions, trend, and identity.

Creating content that elicits emotions such as excitement, joy and awe can your make brand or campaign viral. Strike these positive chords to connect with your audiences emotionally and eventually attract more likes, clicks, or shares.

Finding trending topics and building upon them is another sure-fire way to make content shareable. Provide your target audience with content that speaks to their interests and this may help inspire discussion and connection among like-minded individuals.

Let’s say you’re targeting people who love to travel. This type of audience has various interests—destination, experience, food, and so on. You may write a blog article that features a list of vacation spots and activities in a specific location.

People are also more likely to share content on their social media profiles if they can relate to and see themselves in it. Try to understand what your target audience believes in and create a piece of content that affirms their points of view.

3. It Should Be ActionABLE

For a content marketing campaign to be effective, the content should not only spread information to a specific audience, but it should also prompt action and explain to the reader how they can achieve a certain objective. This is known as actionable content.

When creating actionable content, you must understand your prospect’s dilemmas or problems. You need to recognise these problems and provide answers, solutions or helpful advice.

So how do you actually create this kind of content?

First, you should focus on the ‘how-to’ element of your content. Instead of only presenting a list of ideas, explain how to execute them or guide readers on how to choose the right one.

Next, use visuals (i.e. images and videos) to explain your thoughts and ideas. The human brain is hardwired for visual content. Adding visual elements to your content will help your audiences process the information easily.

Also, actionable tips that are backed by real-life examples can convince your readers to take action. Include examples and statistics within sections of your posts to make your content trustworthy.

Lastly, use clear calls-to-action (CTAs). Keep them short and sweet but make sure you get the message across whilst evoking a sense of urgency.

4. It Should Be MemorABLE

Great content leaves your audience in awe. It lets readers hang on to your words or message not just for a moment, but for a long time.

Tapping into a single emotion such as happiness, sadness, anger or fear is one way to make content stick with your target audience. In a study conducted by Psychology Today, it was found that people respond to the emotional part of the ads than the text itself.

That is why tear-jerking and humorous campaigns tend to leave an impact on audiences. The strong emotions they convey help to engage, influence, and inspire people, making the campaign viral and memorable.

Apart from using emotional triggers, there’s another method to leave your audience awestruck- a cliff-hanger.

There are a few steps to create cliff-hanger content. First, begin with writing strong and magnetic headlines. Your headline should give readers a glimpse of your content’s purpose. Next, craft a promising introduction. Tell readers why they should care about your post and promise them a solution to their problems.

Then, leave them with a question that will make them reflect on how they can implement the knowledge you provided. The question should leave them wanting for more and clicking your call-to-action (CTA) button.

Back to You

Behind every successful brand, there are high-value content pieces designed to promote its business.

If you want to stand out or at least keep up with your competition, then develop content that’s readABLE, shareABLE, actionABLE, and memorABLE.

Fun fact: Those four words all end in ABLE. That means you have a bigger chance to achieve your goals if you’re able to create content that meets the above qualities.

Here at 2Stallions, we recognise the value of content marketing and uphold the above practices. If you need assistance with developing content that engages and sells, we would be happy to help. Learn more about our content marketing services here.

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