Content Marketing is not a new term, it’s been around for quite some time. Many people falsely believe that an act of creating a video or a blog post is content marketing. It isn’t. That’s content creation. Promoting what you have created is content marketing.
Content marketing is not a good thing to do, but it’s a must to do these days. So what makes content marketing important?
Although Singapore has a lot of competition, there aren’t a lot of brands and smaller businesses that take advantage of content marketing. There’s a big opportunity for businesses to truly stand out.
Content marketing isn’t restricted only to a few technology companies. From a nail salon to a mobile phone shop can truly benefit from content marketing.
Another big advantage to doing content marketing in Singapore is that most of Singapore is online and are available on all the top channels.
Content marketing isn’t just restricted to making blog post after blog post and hoping somebody will read your content.
There are various types of content marketing that you could work on in Singapore. Here are a few of them.
This is the most obvious form of content marketing. Blogging from the beginning of the Internet has been the go to for content marketing and still in present day it’s one of the best ways of creating content. If you know how to do good SEO, then your marketing of the articles is taken care of.
Video is the biggest and fastest growing content medium. Content creators are springing up out of nowhere creating video content on channels like Youtube, Tiktok, Instagram and more. Videos have a lot more retention, recall compared to written content and they are also consumed a lot more.
Video content is not that easy to produce, especially content that is engaging!
Webinars have become a norm for those who are in the B2B software space. A lot of companies are resorting to teaching people marketing, sales and other techniques to get the audience to engage more and ultimately buy their product. A webinar is a great way to collect leads and then convert them into potential customers.
Podcasts have become quite the rage and they are perfect because they are a passive consumption medium. You could be driving and listening to a podcast, you could be cooking or you could be cleaning or even walking and listening to a podcast. This is not something that you can do with other forms of medium such as video and written content. Podcasts are also a great way to keep your audience coming to you regularly.
A truly underrated form of marketing is email marketing. People assume wrongly that email is dead. But, far from it. Email is something that people open every single day and the first thing in the morning. Apart from Whatsapp and Facebook, people open their Gmail clients as well and if your company doesn’t have an email strategy, then you are missing out.
Another interesting content creation idea is quizzes. Quizzes are interactive and engaging with the audience and this is something you can experiment with on social media, where people are more open to interactive content as most of their content consumption is passive.
This is another given. Doing social media promotions like Instagram stories, Snapchat snaps with a mix of video and text posts is the ideal content strategy. It’s easy to do and it’s a no big fuss.
4 years and counting, we are engaged by Red White Mobile on a retainer basis for full site digital services that comprise of:
We have seen them grew from a small shop of 200 sq feet at The Cathay to a 1000 sq feet retail outlet at North Bridge Center in Singapore. It is no easy feat, especially there is such a huge drop in demand for the local retail scene, all thanks to the likes of Lazada, Taobao, Carousell, Aliexpress, and Qoo10.
If time permits, do read this awesome commentary on ChannelNewsAsia by Sulian Tan-Wijaya which illustrates the situation.
Today, we shall reveal the secrets of how we manage to help this local phone store “grow and grow” given the weak retail scene in Singapore.
Red White Mobile is a Singapore based Mobile phone shop marketed as the ‘Cheapest Mobile Shop in Singapore’. It’s a physical retail outlet and they wanted to improve their branding and reach online.
As people are purchasing more and more online, retail shops are taking a hit, when it comes to purchases. Also, the competition around phone reviews is tight, there are hundreds of phone review sites putting their content out.
So how can a retail store win in this game? By participating in places where the action is happening. No matter what, people chase value. As Red White Mobile positioned itself as the ‘Cheapest Mobile’ shop, we were able to use that to our advantage in our content.
At Novatise, we are pretty confident of our abilities in SEO and decided to rank for the most competitive keywords.
If you are unsure what is SEO, welcome to read this article HERE.
As you can see in the above image, we rank 4th in the organic listing with the first and second rank held by Apple itself.
For the iPhone X. We rank 3rd in the organic listing, while the 1st and 2nd rank is held by Apple.
As you can see, SEO is a powerful tool. Due to these articles, Red White Mobile gets a lot of inquiries on their website and Whatsapp, which are converted into walk-ins. This is what we call Online to Offline push.
So how does it work…?
Before a phone is launched, we write a high-quality original content piece. This is written and edited by our team of expert content specialists.
We make sure that the content is original and useful and in the end actionable. If you are able to convince a user that a particular phone is good, then with the right actionable content, you can get them to convert.
After the content is written, we sprinkle in some of our SEO super salt and then the content ranks high. This is simple, by the book SEO principles.
The difference between ranking in the first page and the second page can be a big sales difference of hundreds of phones.
One more place we realised where there was a lot of discussion around phones was Facebook. We managed the Facebook page of Red White Mobile and are able to give users sneak peeks and showcase products that they miss out on and have never heard of.
*Post boosted by our Growth Guru Jon Ng 🙂
Here is an example of a campaign we ran. Around 24,000 people saw the content and 36 people shared, which is the most important metric to measure the success of a campaign.
We chose to publish about phones and their prices because ultimately people wanted to know about that and we chose not to publish random, non-promotional content.
We use the Facebook platform to push the SEO content we write, like this example below.
We wrote an article on the Huawei and we posted it on Facebook to bring in traffic. Our facebook campaigns have also been successful in brand recall. There is another interesting case study on Olay that you can check out.
Not all content performs well and you need to know a certain few things before you embark on your content marketing journey.
There is probably a big mistake that a lot of content marketers make and that is not knowing the platform well. People just assume that on Linkedin, you need to be serious. But have you seen the content that has been posted there that gets a lot of mentions?
Personal stories. So don’t assume that only certain types of content will work on a platform. At the same time, memes do really well on Instagram and a lot of people will assume that only video content does well.
Do your research, find out the kind of content that works on a platform. Don’t take anything at face value.
Who are you targeting? It’s a very easy question. Make sure you are creating content for people you want to connect with. This helps you decide the kind of platform that you need to be present on.
Your conversion can’t always be money. When you are putting posts on Instagram, you don’t expect people to immediately pay you money with each product you upload. A good conversion on Instagram is brand recall. Be in front of the users on a regular basis and when they want to buy a product like what you sell, then you are likely to be their top pick.
Some content marketing channels, you need to play the long-term game and some content marketing channels, you can go for immediate conversion!
In conclusion, content is key to generate awesome traffic and traction. You need to consistently create amazing articles, images, videos, and illustrations to better your competitors.
If you would love to use our content marketing service in Singapore to market your brand and product, give us a buzz.