Initiate Conversations with Powerful Stories #ContentMarketing
Image Credits: https://maximizesocialbusiness.com/instagram-stories-social-influencers-23980/
[endif]Content is the New Ad, #Hashtag is the New Tagline
As a content company, TFC carries the programs of its parent ABS-CBN. It is revolutionary to think that we're basically a powerhouse of storage or storified ads but the surprising manner is that in TFC, we've yet to discover a powerful way to monetize it versus our local Philippine business.
Now that I'm in a marketing role, the challenge is to familiarize myself on the strengths and limitations of all the available resources to launch initiatives.
Step-by-Step Content Marketing
I truly appreciated the description and how-to's on understanding this in the digital forefront and realize my role as a marketer.
Like any other initiative it starts with the goal then audience mapping but the ongoing key to make it work relies heavily on content ideation and planning, content creation and content distribution plus all these are supported by post-activities such as content amplification, content-marketing evaluation and improvement.
In the company, there's a "budding" team of two people who will take on this enormous job to optimize all other content we have to create a consumer pull that will attract advertisers and help us stay relevant. Starting out this venture still has a lot of learning "curve balls" to be thrown and improved on.
[endif]Summary: Creating Conversations with Content
Q: What is the content that you think will be valuable to your customers?
Thinking through this question my sense is the kind of content that helps them survive an Overseas Filipino (OF) life. It either eases their homesickness or helps them thrive in the new environment or one that is relevant to help them achieve their goals and aspirations for the family they left back home.
Since there's a part of the market that assimilates to the new home country, it is also important to consider themes that create affinity with their heritage but is current to the media they're also exposed to.
Q: How can the content tell a story about your brand?
TFC will, and always carry, the vision of being in the service of the Filipino. We're big on Filipino entertainment and public service , including news so it has to be truly Filipino content amidst the changing diaspora. The content will largely put the Filipino in the front and center but will focus on Filipinos living abroad. It is sad though how the inherent culture patronizes the foreign however we have to fight through the clutter and innovate on who is our new OF market with the younger generation now growing up to begin to be the most profitable segment.
Q: How do you plan to execute your content-marketing strategy?