Updated: 5 days ago
If you're a content marketer or entrepreneur, and want to know how effective your content is, you're at the right place. Because we want to tell you exactly:
How does doing content marketing look behind the scenes?
What results have we been able to achieve for our clients with content marketing?
Particularly, what can you expect out of each of our content marketing services?
What is Content Marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.
The goal of content marketing is to drive profitable customer action by providing information, solving problems, or entertaining the audience, ultimately building trust and brand loyalty.
What is an early example of Content Marketing?
One of the early examples of content marketing is the Michelin Guide. In 1900, the Michelin tire company published the Michelin Guide, initially as a resource for French motorists. The guide included maps, travel tips, and listings of accommodations, mechanics, and fuel stations.
By providing valuable information to drivers, Michelin aimed to encourage more car usage, thus increasing the demand for tires. The Michelin Guide evolved into a renowned restaurant and hotel guide, becoming a prime example of content marketing.
What is an example of Content Marketing?
An example of content marketing is when a company creates a blog where they regularly publish informative and relevant articles related to their industry or products.
Through the blog, they provide valuable insights, tips, and educational content to their target audience. The company aims to establish itself as an industry authority, build trust with potential customers, and ultimately drive engagement and conversions.
What is considered Content Marketing?
Content marketing refers to a strategic marketing approach that involves creating and distributing valuable and relevant content to attract, engage, and retain a target audience. It is a long-term strategy focused on building relationships and trust with customers by providing them with valuable information, solving their problems, or entertaining them through various content formats.
The ultimate goal of content marketing is to drive profitable customer action, such as generating leads, increasing brand awareness, driving conversions, and fostering customer loyalty. Content marketing encompasses a wide range of tactics and channels, aiming to deliver valuable content that aligns with the audience's interests, needs, and preferences.
Types of Content Marketing
With that said, content creation and execution (such as blogs, social media posts, email newsletters, and webinars) are merely formats used to implement content marketing as a strategy.
Therefore, the real types of content marketing should include the following:
Conduct thorough research to finalize a target audience persona that expands beyond just demographics, considering desires and pain points.
Align on a brand key messaging platform to establish content pillars, which serve as the guiding structure for all produced content.
Include SMART goals and an overview of content distribution, identifying the most effective stages in the content funnel.
Understand best practices for the targeted social media platform, including user behaviors, content preferences, industry insights, and competitor analysis.
Optimize content based on insights gained to ensure effectiveness.
Pay attention to details such as hashtag usage, profile settings, algorithm understanding, and user reach.
Develop an overarching framework to enhance content reach to the desired target audiences through paid and organic methods.
Include a customer journey, call-to-action triggers, and navigation between distribution channels.
Utilize historic data to establish key performance indicators (KPIs) for evaluating content initiatives and campaigns.
Take a full-funnel view of touchpoints where audiences move from unaware to loyal to the brand.
Cover stages of awareness, interest, consideration, and loyalty.
Identify gaps between stages to ensure a smooth flow of marketing qualified leads (MQL) from top to bottom of the funnel.
Utilize targeted campaigns to accelerate awareness, impressions, click-throughs, downloads, traffic, views, etc., for specific content funnels.
Set clear objectives and niche targeting to impact lead generation.
Examples include social media ads for click-throughs or retargeting ads for previous website visitors.
What ROI can Content Marketing help a business achieve?
At Joyce Tsang Content Marketing, we help entrepreneurs create their content strategy and educate them on the distribution of content via social media and digital marketing.
I bet you've read many corporate missions like that before. But the real burning question people want to know is it their content is truly effective, given the amount of time and resources it takes to create. To achieve a positive ROI with content marketing, you must have necessary mechanisms in place to measure relevant metrics, with a habit of monitoring what works, what doesn't, and what needs to be adjusted for better results.
Best Content Marketing Examples - Advantages of having a Content Marketing Strategy
Here are 4 of our very content marketing examples to show you what we do, how we do it, and how we measure content marketing ROI:
1. Content Strategy - Increased organic impression, reach, and engagement
All of my clients have the same pain point as I had before I started doing content marketing. None of them know what content they should create for their brand. So they just posted whatever they had in mind.
Reason for using Content Marketing
My first client, a gym bag designer, got successfully funded on Kickstarter but had no clue what to do next to market their bags. Once I created the content strategy for them, their organic reach per Facebook post increased from an average of 60 to 200, and their engagement from an average of 4 to 20.
By following the content pillars I have identified for them in content production, they saw a 45% increase in impressions, a whopping 371% increase in reach, and some 342% increase in engagement rate in the first 3 months.
2. Facebook Ad Campaigns - Increased number and quality of leads while decreasing cost-per-lead (CPL)
At Joyce Tsang Content Marketing, we only do Facebook ad campaigns for brands who have a content strategy. Because we build ads based on the best performing content pillar to ensure the extra boost is rationalized by analytical reasons.
Reason for using Content Marketing
Dirty Jobs Auto Care was a new startup that provides car interior disinfection services. They've tested their organic content with me for around two months, and we saw that their behind-the-scenes video worked very well. I helped them create the ad and set up targeting, based on our target audience persona understanding, with a Messenger objective.
From generating 5 leads with HKD $450, our new ad generated 34 leads with just HKD $250, resulting in a CPL at just HKD $7.35, achieving a 92% decrease in cost per lead over 3 months.
3. Website Traffic - Increased average time spent and decreased bounce rate
Apart from creating social posts, we also help specific clients with blog creation.
Reason for using Content Marketing
One of our clients is a translation agency with over a decade-long history in Hong Kong. They hired other third-party agencies before but did not understand their way of thinking and how their content helped build the company's brand awareness.
When Joyce Tsang Content Marketing stepped in, we created blogs based on their content strategy. We then used Linkedin posts to drive traffic to these websites. At the same time, the company's sales department had another agency doing paid Google searches.
When we sit down at the end of the month, what we see is our content marketing strategy has increased the website's average session duration by 59% while their paid Google ads did the opposite and decreased the website's average session duration by 47%. Our content marketing strategy did not drive as much traffic as their paid Google ads did but we drove a higher conversion rate (submitting a form on the website for a quotation) at 1.82% versus 1.16%. With such a comparison, the company understood how content marketing and having a content strategy helped the company achieve better ROI.
4. Content Funnel - Identifying the conversion rate benchmark
Reason for using Content Marketing
We had a client who was highly skeptical of online marketing and super sensitive about numbers. They asked Joyce Tsang Content Marketing to tailor-make a program whereby content marketing tactics are used but can derive revenue-related results within a month. It sounded like a mission impossible, but such a challenge resulted in our One-Month Intense Program.
Instead of measuring the effectiveness of content marketing by looking at arbitrary measurements in isolation, like page views or clicks, and try to link it to a return on investment; we viewed page views, shares, and visitor engagement as a whole to truly see if our content strategy is working.
In essence, the program includes building a landing page specific to only one product the brand sells and driving traffic into that landing page with a set of niche, target audience-specific ads on Facebook and Google. The goal was to hyper-pack the customer journey in a three-stage funnel of ads (reach), landing page (storytelling), and product page (lead-generation).
The client was the Hong Kong distributor for an American supplement brand that produces apple cider vinegar gummies. Within the month-long program, we generated a total of 230,715 impressions, which trickled to 37,307 reaches, and generated 1,742 clicks, and 131 landings on the page. Out of the 131 landings, 61 clicked to the product page, which resulted in 41 checkouts that generated HKD $33,021 revenue.
Why should you consider Joyce Tsang Content Marketing?
Content marketing is still a relatively new concept for businesses in Hong Kong. Many local agencies simply slapped the term on their website to get into the hype of the buzzword. Not to mention, we are proud to exercise what we believe is the most important role of a content marketer - to become an educator for others. Joyce Tsang is the first and the only content marketer in Hong Kong who is truly committed to providing services and educating the public about content marketing.
In just a year of establishing the company, Joyce Tsang was invited by several organizations to share her content marketing expertise and entrepreneurial journey with high school students, entrepreneurs, and other marketers. She was also interviewed by Telum and Jessica Magazine to share her point of view on how content marketing works. In 2022, her content reached the committee of Marketing 2.0, and she was awarded the Outstanding Leadership Award in Dubai in March.
Apart from targeting entrepreneurs, she also went back to her roots as a Slasher and decided to share her knowledge with those who have unexplored passions, hoping to give building a side business themselves a shot. She held a workshop in hands with TheDesk, a coworking space in Hong Kong, earlier this year. The goal of the workshop was never to earn a lot of money. But it was to share Joyce's journey and hope to inspire and equip others on their way.
The testimonials Joyce has received as a content marketer and a founder is what she values the most after starting Joyce Tsang Content Marketing. The common testimonial clients provide Joyce Tsang with includes:
We are satisfied with the quality of the writing and providing a near perfect copy with little revision needed.
Seriousness and detailed reports and analyses.
Good organization and follow up skills.
Joyce helps see our weaknesses and know what to improve on.
People from across different stages in her life commented on how inspirational she is, tackling different challenges and achieving her goals. In 2021, Joyce was also hired as a part-time lecturer at HKU Space, teaching people who are already in the workforce about marketing and brand management. Her community engaged heavily in this announcement, and respected Joyce as a true educator who strived for her dreams while giving back to the community.
If you're interested to see how Joyce Tsang Content Marketing can help you, or is looking for more samples of Content Marketing, simply schedule a free 30-minute video call with Joyce herself or send us an email at firstname.lastname@example.org.