CONTENT

CONTENT
MARKETING
MARKETING
CONTENT MARKETING
Considered as a method of marketing which
uses attractive, interesting, valuable and relevant
content toward customers, therefore, the brand
can increase the sale and create profit
 CONTENT
CONTENT MARKETING
MARKETING
on digital brand

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Content marketing Content marketing Content marketing
is key point to is the road for is the vital factor
touch the brand connecting to increase the
customer’s emotion with the customer’s brand awareness
through all the mind which this and brand love in
content that they relationship digital era
undergo and reach becomes more
natural and easier
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL COMMUNITY
CONNECT
Interact/ Evaluate
Purchase
DURING PURCHASE
content
consumer journey

PRE-PURCHASE POST-PURCHASE
Awareness Usage
Search Sharing
COMMERCE

RE-PURCHASE
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL

TRIGGER
TRIGGER 1
This phase will focus on the
content that can increase

2 INFLUENCE
the brand awareness and the
interest of customers toward
CONSUMER
INFLUENCE
brand
Content should provide
JOURNEY more information that
influence on the

ACTION 3
customer’s evaluation
ACTION and mindset
Content will create the
motivation that customer
will make the decision or
purchase
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL

CONNECT
Represent for the media and
communication channel of brand

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MOBILE CENTRIC PLANNING FOR SEO
PLANNING AGILITY 98.8% internet
94.7% internet users The information is users utilize search
connect with mobile spreading quickly engine that brand
in Vietnam and more because of social should build the
people use mobile to media leading to content to increase
view website and the changes of the ability of
social media customer’s mindset searching
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL

COMMERCE
Is a place that customer will pay
money for brand or service after
being convinced by attractive content

11 TRADITION
COMMERCE
Market
22 MODERN
COMMERCE
Supermarket
33 E-COMMERCE
Tiki
Street Shop Hypermarket Lazada
Grocery Convenience Store Amazon
Mall
CONTENT
CONTENT MARKETING
MARKETING
5C MODEL

COMMUNITY
As society that brand build and
maintain brand love to increase WOM
about products and services

Is a hub or place such as Facebook,

Zalo, Instagram, YouTube for people
to talk about the brand

It can create the “brand ambassador”

for the brand
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL
Brands cleverly and
intelligently integrate
on the content

The role of this content

is building brand love
ADVERTISING CONTENT and attitude
This is a daily advertisement INSPIRING CONTENT
focusing on brand and
product function
Audience will feel boring
CONTENT
CONTENT
and annoying with this
content
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL

New and unique news

Outstanding benefits of new function
Interact audience via games or trial

ADVERTISING
ADVERTISING
Focus on the innovation and
update of product as new
CONTENT
CONTENT SIGNIFICANCE CONTENT
function or packaging Focus on brand’s USP with
the key product
INNOVATION CONTENT

Easy to discuss
Cultural factor
Funny details
ADVERTISING CONTENT
ADVERTISING CONTENT
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL
Various information
Explore customer’s insight
Suitable context
Driving customer to purchase MEANING CONTENT
INSPIRING
INSPIRNG To solve the social problem

Provide useful information

CONTENT
CONTENT through brand in the
interesting way
about the whole industry
and key driver for customers
to use products or services
Interest and entertainment
USEFULNESS CONTENT Relevant with culture and society
New content with value creation for audience
 INSPIRING CONTENT
INSPIRING CONTENT
 CONTENT
CONTENT MARKETING
MARKETING
5C MODEL
consumer journey
CONTENT
CONTENT
MATRIX
MATRIX influences actions

Advertising
significance innovation
content

Advertising
meaning usefulness
content
PURCHASE FUNNEL
Customers will know about the
AWARENESS appearance of brands and products,
which is known as brand awareness

Customer will consider between

FAMILIARITY different options, brands in the
same industry

Customer carefully consider one

CONSIDERATION specific brand that they choose
from different competitors

Customer decides to purchase

PURCHASE products and services

When customer satisfies with

products, they will become loyalty
LOYALTY toward brand
 CREATIVITY
IN CONTENT

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UTILIZING OBSERVING ADDING
CUSTOMER CUSTOMER HUMOUR
INSIGHT BEHAVIOR FACTOR

Brands should fully Brands should build Emotion, especially a

explore the customer’s
insight when they find
and search creative
content
content based on joy, is to increase a
customer’s behavior ability of spreading In
that can increase the social media
engagement between
customers and brand
 function

information entertainment
Informative content is about information Entertaining content is using story
of brand and function of products to help to create the emotion, especially
customers solve problems positive emotion to make viral

benefits

Beneficial content is about the fact and

knowledge which help customer have good
experience and increase quality of life
information benefits entertainment
 format

article image

Article content provides information Image format is the most usable

and knowledge toward customers content in social media by using
and has relevant keyword with brand single image, carousel, multi-image

video infographic

Video content focuses on using video Infographic provide more information

clip toward customers to create more and knowledge, data toward
emotion and clear message for customers. It focuses on the main
customer factors and logical arrangement
article image video infographic
 6 TYPE
CONTENTS

organic syndicated

curation co-creation

user employee
generated generated
 user
organic curation generated
 employee
syndicated co-creation generated
 Find the ideas, concept, topic and
pillar for the content. Besides that,
the inspiration for writing is essential
1 research

check Reference other content and articles

availability 2 through internet to find out the different

characteristics in each content

Writing outline and organizing the

main ideas in the contents. Connecting
the content toward audience
3 writing

Complete & Based on the customer insight and the type

edit 4 of content to finish the content by using

data, the advice from KOL or story telling

5•
Check the word and sentence in the
content, and take the advice from proof read
other people
 SIMPLE MESSAGE Simple
UNEXPECTED TWIST Unexpected
EASY TO UNDERSTAND Concreate
REASON TO BELIEVE Credible
EMOTIONAL CONTENT Emotional
GOOD STORY Stories
SHARING EMOTION Sharing
The main ideas of the whole campaign and
the ideas to build the content on it concept

direction The direction will be built based on the

concept to identify the good ways in content

According to direction, content creator

will define the suitable pillar that
content can write
pillar

From the pillar, the social team will develop

angles to specific angles and topic in the particular
content
 concept Find your specialty

direction Show Yourself Become Unique

What is your Be different Define

pillar
specialty? Be shine yourself

Cocktail – tell Show your You’re sweet or

angles your side talents spicy ?

You’re Series “What’s flavor Tell your stories

cognacer? for your cocktail” by cocktail