By now, content marketing is already part and parcel of each marketer’s arsenal. Seen it, done it, doing it. But how many are doing it right?
Don’t get us wrong. Done right, content marketing can be one of the most effective things you can do for your business. Done wrong, however…that’s a completely different story.
Take it from media veteran Phin Wong, who recently shared some dos and don’ts at the Content 360 Singapore 2023 conference. Phin heads SPH Content Lab, which creates original, performance-driven, multimedia content that connect your brand with our diverse audience across trusted, brand-safe platforms. The end-to-end content marketing solutions start from the concept to media strategy, production, campaign execution up until post-campaign analytics.
During his fireside chat with Soren Beaulieu, Marketing-Interactive’s Regional Content & Strategy Director, Phin shared the most important question any marketer needs to ask at the start of any campaign:
"Do for what?"
Get the answer to this, and you’re already on the right track.
Being sure about why you are creating content is the first step in not wasting time, money, and effort. It also allows you to ask: Who we are trying to speak to? And what are we trying to say to them?
Once you know what your objectives are, decisions on concept, formats, platforms, execution, and distribution will flow.
Client or audience? Who’s “right”?
In a recent podcast with Marketing-Interactive editor Rezwana Manjur where Phin tackles ad dollar wastage in content marketing, Phin elaborates on the myth that the client is always right.
It matters less what the client wants to say to the audience; what matters more is what the audience wants to consume as part of their “content diet”.
He explains, “This is what we do at Content Lab. It’s about how we can come up with a concept and a strategy that addresses the brief, and at the same time, answer the question of “what does the audience want to consume.”
Listen to the full interview for more insights here.
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