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Content marketing has evolved from a revolutionary marketing concept to a critical marketing tool for virtually every company across every sector. The value of content marketing stems from its capacity to boost the amount of high-quality traffic to your company’s website. 

Many business owners do not realize that content reigns supreme in raising awareness and producing high-quality leads, both of which are necessary for healthy revenue growth. 

The truth is that well-planned and executed content can attract your target audience to your company’s website, where they eventually convert into leads and, finally, sales. Here is what you need to know about content marketing and why it is essential for your business.

What Is Content Marketing?

Traditional advertising involves letting your target market know how great you are at what you do. The same concept applies to content marketing. 

Content marketing is an approach that involves developing and sharing engaging and relevant online content, such as blog posts, articles, podcasts, videos, other material in trying to entice, connect with, and retain your target market. 

This method demonstrates your expertise, raises brand awareness, and puts your company at the forefront of people’s minds when they need to purchase what you sell. 

Why Is Content Marketing So Important?

If you aren’t yet convinced that you need to incorporate content marketing into your marketing strategy, here are a few reasons why content marketing is so important.

We Live in a Digital World

Because we live in a digital world and most of what we do as people depends largely on our online activity, your business’s future depends largely on content marketing. This is because your target market is online, and in order to reach them effectively, your business needs to have a strong online presence.

The bottom line is that your target market is online, and if you want to reach them, your marketing strategy has to concentrate on reeling in your audience through quality online content.

It Helps to Create a Trusting Relationship with Your Target Market

When you supply your viewers with interesting and relevant material, they are more likely to trust your business. You’re effectively developing a relationship of trust with your customers by connecting with them in this way and offering answers to their questions using helpful content.

Produce high-quality material on a regular basis to boost your brand presence and ultimately encourage loyalty, which can help boost your company’s revenue.

Establish Yourself as an Expert in the Field

Publishing high-quality content allows you to demonstrate your competence and expertise in your industry. When your videos, articles, blog entries, podcasts, and other material responds to your readers’ inquiries and help them fix actual issues, you establish yourself as an expert in the field who is worthy of their time. 

People are more likely to remember the brand or company that provides them with the information they require. Higher ranks for your site in search engine results are likely to follow once you have established your expertise in your respective field.

It Encourages People to Return to Your Site

When you provide your online visitors with quality content, you offer them a favourable experience and create a positive impression. This favourable experience is likely to reaffirm their opinion of your business and encourage them to read or watch more of your material in the future, which means they are more likely to return and more likely to make a purchase.

Good Content Increases Your Conversion Rate

The goal of any marketing strategy is to drive sales, and consumers today are a lot wiser nowadays. They do not like being bombarded with advertisements while enjoying their favourite show and are no longer hooked by catchy jingles.

In a world where information is readily available, audiences want to have their minds fed. Therefore, it is much easier to reach your target audience and encourage them to convert after establishing a relationship of trust through quality content.

Boost Your SEO Ranking

When they want to find the answers to a question, the first thing people do is pick up their phones and type in a search query on Google. If you want your brand to be seen by your target market, your goal should be to rank high on search results.

Google has made it mandatory for companies to generate only helpful content if they want to rank towards the top of users’ search results. Your organization can increase its online visibility and achieve greater SEO rankings by continuously creating high-quality content.


About the Author

Evestar’s Imo Bennard is a marketing professional who originally hails from Nigeria. He enjoys spending time with his family and friends by hanging out on the vast coastal plains of the southwest regions. Unless he’s on a mission of creating meaningful relationships with his business associates while ensuring that each client achieves their business objectives with each content campaign that was developed.

 

Let’s face it, getting the attention of your target audience isn’t easy in today’s marketing environment. 

The concept of viral content is a modern enigma. It might appear as though videos of singing babies or fascinating deep-dive profiles of Instagram influencers suddenly gain millions of views. When it comes to viral material, there is frequently an unexplainable element of luck and timing, but for the most part, it boils down to planning, thinking, and attention to detail.

Here are four tips to create content that goes viral:

1. Know your audience

Successful content is entirely dependent on your audience and how they respond to it. 

The first step to “virality” begins with your audience. Understand why your followers follow you, understand their background, then deliver posts that fulfill what they’re looking for. It’s hard to grow an audience without first establishing your brand and deciding the sort of follower you want to attract. Determine your desired niche or area of expertise, such as industry expert, social media maven, or brand influencer.

It’s hard to grow an audience without first establishing your brand and deciding the sort of follower you want to attract. Determine your desired niche or area of expertise, such as industry expert, social media maven, or brand influencer. 

2. Find a great hook

When it comes to social media, people want to know upfront what they’re looking at. 

People will see your title and choose whether or not to click through. Include precise and actionable information in your headline to make it more appealing. Use a statistic in your headline or inform people how many tips they will receive. 

People actively seek out information that guarantees a reaction because we know that if we respond, others will most likely react as well, ensuring that your shared content receives guaranteed views and likes.

3. Create content worth sharing

Another way to create viral content is to write content that people can relate to. Once you’ve captured the attention of your audience, you must deliver on the emotion or content promised in your hook.

People watch silly cat videos on the internet because they feel something when they watch them – a sense of levity in a chaotic world, a connection to a cherished pet, or just the opportunity to chuckle. The video of a cat about to pounce isn’t life-changing, deep, or even somewhat significant, but it does evoke emotion.

The most current trend in internet content is toward authenticity, which acts as an emotional hook in and of itself. After the audience complained that they didn’t want to see picture-perfect versions of life, the Influencers or content creators are now sharing about their hardships, life lessons, and day-to-day lifestyle

Their content is effective because people can connect with and relate to it, and they believe that others in their networks will as well. This is how content becomes popular: the creator understands what their audience wants to see and delivers it in a way that encourages the audience to share it.

4. Make it visual

The packaging of everything needs to be pretty, isn’t it? Can you imagine the value of video if a static image is worth a thousand words? 

Many industry professionals propose producing video content across social media networks to promote engagement lately. You might believe that making a viral video is risky, but there are a few things you can do to help your content take off. 

To begin, keep in mind that longer isn’t always better when it comes to videos. The majority of individuals use mobile devices to access social media. This indicates that people are probably on the go or multitasking while watching your video. The key to a good video is to quickly hook viewers with an engaging title or thumbnail image, and then to end the video before they are bored.

 

Bottomline

In today’s oversaturated digital market, making viral content is more difficult than ever. A great social media post requires a combination of attention to detail, planning, and chance. A solid hook, good content, and an awareness of what your audience wants to see are the three components of viral content. 

How you approach social media now should be an extension of yourself — an extension of who you are. Don’t try to be something or someone you’re not. Don’t try to hack the algorithm. Just show up as your true authentic self and watch what happens.

 

Content marketing is one of the most diverse and involved sectors of the digital marketing industry. In this issue of the Marketing Expert Series Sendhelper’s Dheepu George takes us on a deep-dive into the world of content marketing and writing. A dedicated and award-winning journalism graduate, Dheepu has been working in the digital content sector for many years. His passion for journalism – especially for writing – has allowed him to work at the heart of digital marketing. So join us for this issue of the Series as Dheepu takes us on a journey, sharing his knowledge and experience.


Welcome, Dheepu! Excited for you to join us on this issue of the Marketing Expert Series. Let’s start with something easy. Tell us a bit about yourself! How did you get to where you are today?

Hello, I am Dheepu George. I am an award-winning journalism graduate from the University of Strathclyde, Glasgow. Prior to pursuing journalism studies, I was at the helm of launching Sendhelper, the best home services brand in Singapore now, in 2015. Since then I had been leading its business operations and partner management before I went on to explore my passion for journalism, and writing in particular, in 2018. Post my graduation, as chance would have it, I returned to Sendhelper but this time as the Head of Content Marketing. I am proud to say that this homegrown startup is one of the top 50 rising tech startups in Southeast Asia.

I am also a creative writer who happens to be a confessional poet although I pretend not to be one.

Currently, you’re the Head of Content Marketing at SendHelper. Tell us about SendHelper and your role there.

Sendhelper is one of the top 50 rising tech-enabled startups in Southeast Asia. We are a managed online marketplace that connects verified and trusted home service providers with households in Singapore. We offer a range of services like cleaning, cooking, laundry, aircon, handyman, home improvement and renovation, pest control, disinfection, elderly care, and tasks and errands.

I am the head of content marketing at Sendhelper. My role is to devise strategies to create and market value-driven content that connects with our potential and existing customers and service partners across all brand platforms and social media channels. We create digital content – images, videos, articles – that answers questions and provides solutions to problems around household chores. Ultimately, our objective is to build a brand name that households can count on through delivering connected content experiences and thus helping them make informed decisions through their buying journey.

As a content marketer myself, I often get asked this question: what is content marketing exactly? What role does it play in brand development and digital marketing in general?

Content marketing in simple terms is creating and distributing relevant content to reach and nurture new customers with an objective to convert them as well as to retain and delight existing customers. Good content should address a customer’s pain points by providing them with appropriate solutions and helping them in each step of the buyer journey.

Content has always been at the core of every consumer-centric organisation and their marketing strategy. Only the methods of creation and channels of distribution have evolved or changed. Content marketing allows organisations to tell their brand stories to potential customers. In the long run, it helps you build brand awareness and authority. To grow as a voice of authority in a given domain and construct a positive brand image in the minds of customers, a focused and connected content experience across channels is necessary. Innovative content ideas will help you stand out from the rest.
You have a clear affinity for content development for customer acquisition – in your opinion, what is it about content marketing that you find best helps drive customer acquisition?

Content marketing is about telling stories, stories that will resonate with your target audience. At Sendhelper, we create content that provides easy and convenient solutions for tackling household chores. We create content that provides customers solutions to enjoy an improved and stress-free lifestyle.

Content marketing helps you to build relationships with customers and enhance brand trust. Once you earn the trust of potential customers, they will eventually stay invested in your brand. What I like about content marketing is that we provide customers valuable information in a way it is easy to consume without demanding them to buy from us. There is less noise of hard-selling. 

Say, for example, an expat living in Singapore might not be well educated about local rental agreement and different clauses in it. These clauses suggest mandatory home maintenance, regular aircon servicing etc. To help them understand these requirements, we write articles, create visually appealing and shareable infographics about it. Someone who moved in recently will definitely find this content informative and helpful. Content marketing attracts or pulls customers to like and trust brands.

Being said that, content development for customer retention is as important. It wouldn’t be right to say I have a clear affinity for customer acquisition. As much as we focus on the top, middle and bottom of the funnel, we must keep creating interesting content to nurture and engage with existing customers. Newsletters and social media engagement are great examples of this. It will bring you opportunities to upsell as well as more referrals. Any content marketing strategy should equally focus on both customer acquisition and delight after purchase; tell stories to delight them so they never will have to regret choosing you.

Social media requires a different approach than say, writing copy for websites, or developing articles; how would you suggest that a newcomer to the content marketing field learns how to navigate these different channels?

Whichever channel you choose to write for or create content, the key is knowing your audience. On social media, a more conversational tone is preferred over something formal. You can incorporate humour and friendly banter to draw the attention of your target audience and thus improve their engagement with your content. Finding your voice is necessary here because that is going to be the brand voice people will recognise eventually. Although Facebook allows for long-form writing, I would advise you to keep written content short and simple on social media otherwise.

Writing articles is a different ball game. It is more like writing a journalistic piece, a feature story, I would say. Here research is important. Decide on what to write about based on search queries your target audience performs on search engines, feedback from regular customers or any topic you think is relevant to your business. You have the luxury to adopt flowery prose instead of simple sentences. However, make sure you present content in a digestible form with proper headlines and signposts. Using an appropriate and focused keyword based on your initial research will optimise your article for search engines.

Website copywriting must be to the point that will convert customers. There is no room for long-winded sentences and flowery words.  Remember how your target audience will land on your website page. They would search for a solution to their problem on a search engine using a keyword and end up on your website. Once they are on your website, you should provide them with the exact information they are looking for. Otherwise, they will quit the page immediately (bounce off) and go in search of other websites. Consequently, a higher bounce rate will adversely affect your SEO rankings.

Ask yourself, have you got all the necessary information on your landing page that a potential customer wants to know about you, your product or service offerings? Eventually, you need your website visitors to take a desired action like navigating to another page or proceeding to make a purchase. Lack of enough and easily consumable information shouldn’t break the deal.

Who are you writing for? What is the objective of the content? Why are you writing it? How and when do you want your audience to take action? – These are the basic questions you need to keep in mind when writing for different channels.

Can you share some tips on how one can develop compelling content on social media or other platforms?

The first and foremost thing required to develop compelling content is to know your audience or who your customer is. Have a persona in mind. If you are creating content for everyone, you are creating for no one. The way you communicate to a stay-at-home mum is different from talking to a professional who is a bachelor. The language, choice of words and topics will be different while crafting content for different customer personas. Also, you must have a thorough understanding of social media platforms on which your target audience is more active and engaging; know where they are! You need not necessarily be on every social media platform. Choose the ones relevant to your audience, understand the nature of the platform, its algorithm and create customized content for each of them. You should also understand that what works on one platform may not be as effective on another. For example, articles and infographics work well on LinkedIn and Facebook whereas videos are effective on Instagram Reels, Tiktok and YouTube, and images on Pinterest.

Once you understand your audience and learn the nuances of each platform, look out for real-life experiences your customers have shared with you on social media or the customer service team regarding your products or services. Solutions to their pain points can be turned into a blog topic or infographic, videos of happy customers are great additions to your social media, important days, festivities and observances every month are topics for content creation- these are some of the tips I can tell you from the top of my head.

2020 and 2021 have been interesting years, to say the least; as marketers, I think we’ve all seen a shift in how our audiences approach to content. What sort of new opportunities and/or developments do you believe will continue to grow, or indeed, develop based on the world’s experiences with COVID-19?

From my personal experience, I realise that customers value ‘trust’ more than ever. They wish to engage with reliable brands that assure quality and safety. From this standpoint, I would say creating high-quality content is the way forward. Content that evokes a feeling of belongingness, a sentiment of camaraderie and consideration, a sense of safety and care, a desire for endurance, and a need for empathy will play a vital role in every step of a customer journey moving forward. Consumers will only engage with brands they trust in a post-Covid world. I don’t think they will take chances with businesses considering the physiological and psychological challenges they endured in the past year or two. Brands that promise peace of mind will succeed.

Any advice you’d give to young and aspiring marketers, particularly those with a knack for storytelling or content development? 

If you wish to grow as a storyteller or a content developer, keep your eyes and ears open. Consume any content that comes your way and try to make sense of it. Read as much as you can – fiction, non-fiction, poetry, articles, journals etc. Pay attention to content created by global as well as local brands so that you can adopt some of their best practices when you create your own content. This is how you learn until you find your own style. Improve your writing skills – learn to write without spelling or grammatical errors, learn to write in simple sentences and paragraphs. Pick up some basic image design skills (Photoshop or Canva), video making and editing skills (Adobe Premiere, Canva or VN Editor) and an understanding of content management systems like WordPress. 

Thanks for taking part in this Series, Dheepu, and for sharing your experiences with us! How can people connect with you if they’d like to know more about you?

You can contact me on LinkedIn. Feel free to send me a connection request. If you are interested in poetry, send me a follow request on my Instagram handle, @dheepugeorge.


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 the 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.

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