- Content marketing is an important strategy for brands to build relationships with customers through sharing valuable stories and content. It aims to build trust, branding, awareness and engagement. - A successful content marketing strategy is built on data insights and structured plans. It involves measuring the performance of content to understand what works best and plan future content accordingly. - Distributing content through blogs, social media, and collaborating with influencers can help content go viral and build the brand's reach through earned media channels. Building quality relationships with bloggers is important.

1. - Confidential - APRIL 2014 | CONTENT MARKETING PROPOSAL

2. What is Content Marketing and why is it important?
Building a great Content Marketing strategy through data
Delivering and distributing amazing content
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3. Lion & Lion sees Content Marketing (CM)
as a game-changing opportunity
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4. Content Marketing is the conversation between brand and customers
through stories
CM and its objectives explained
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Content Marketing is about building long-lasting relationships to current and potential customers,
by providing stories with valuable content.
It aims to build trust, branding, awareness and engagement through various channels in a
circular communication.
Brands
Users / Consumers
Stories
Customer Interaction
In the digital landscape, brands need
to talk with customers, not to them

5. Among all online marketing channels, CM is the only one
present during the entire purchasing journey
Most effective channels along the purchase process
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6. ZMOT: The Zero Moment of Truth
The concept of ‘pre-shopping’ – in the store and at home
“That instant when customers open their laptops, pick up
their smartphones or grab their tablets, and search to see
if you meet their needs.”
ZMOT Handbook, Google, 2012 - Confidential -
Increased penetration of electronic
devices – especially mobile – now causes
an instant response to a stimulus
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This could be a TV advert, but a user
can’t search with the same medium
This is a brand new channel within the decision-making
process and happens before the First Moment of Truth

7. Content Marketing has two parts – Content and Distribution
This can be summed up as ‘what to create’ and ‘where to publish and share it’
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8. CM provides not only branding but a chance to converse with
customers, improve search ranking and increase organic traffic
The content usage and distribution cycle
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Search Engine Optimisation
Strong social signals are a
positive factor for search engines
This drives new users to the main
site
The ‘offsite’ element of CM is
important too
Content Marketing
CM creates high-quality original
content for users and readers
This can be shared on our social
media channels
This sparks conversation and develops
the story
Social Media
Throughout the specific campaigns, SM
uses original content to engage current and
potential users

9. What is Content Marketing and why is it important?
Building a great Content Marketing strategy through data
Delivering and distributing amazing content
-- CCoonnffiiddeennttiiaall -- 9

10. Great content requires great ideas. Repeated success comes
from understanding why those ideas were great
Content that targets the business’s interest – and its users interests
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We create stories that link:
• Business objectives
• Brands
• Consumer interests
Content Excellence
Liquid ideas
Linked ideas
We create ideas that are so:
• emotionally charged
• informative and interesting
• enjoyable and thought-provoking
that their message cannot be
controlled and conversation is sparked

11. A successful Content Marketing strategy is built on
data insights and structured plans
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12. Measuring and maintaining a success rate for future content
Even innovative ideas can be backed up with science
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We can monitor:
• Entrance and exit rates
• Bounce rate
• Time on page
So we can deduce:
• Best-performing writers
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and designers
• Most successful types
and topics of article
• Best platform for
sharing

13. Using data insights to plan content creation
Example of content plan based on data insights
Timing Content Production Results in first 72hrs
Live date Day Week Topic Style Aim Main messages Distribution type Link Writer Designer Pageviews Entrances
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Timing
Best time to share
may be weekend or
public holiday
Example excerpt of content creation plan
Aim and Message
Inform / engage / raise
awareness / promote traffic,
and with what topic
Distribution type
Blog / website /
social media
Production team
Writer and designer
Analysis of results
Entrances: How many page views were the first
view on that site
Bounce rate: Percentage of visitors leaving after
just that one page
Exit rate: Percentage of visitors who actively click
away to a different site
Topic and Style
Subject of post and
best way to present
information
Bounce
rate
Exit
rate
Avg. time
on page Blogs Exits** Total time on page**
10/4/2014 Tuesday 15
How to choose the right
paint Infographic Inform Paint selection Facebook/Blog Simon Unni
12/4/2014 Saturday 15 Win a free test-kit Article
Raise
Awareness Win Blogs Khumo Joana
13/4/2014 Sunday 16 Interior styling tips Article Traffic Styling tips Website Eugene Joana
15/4/2014 Tuesday 16
Road Map: where to buy
paint in Kuala Lumpur Infographic Inform Where to buy paint in KL Facebook/Blog Khumo Unni

14. Our content plan establishes what will be delivered where
and when
Blog articles will be search engine optimised on keywords, for maximum traffic
Content plan (example)
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Developing our content
plans…
Agree blog objectives
Align on keywords & prioritise
based on search volumes
Group keywords around topics
– to link the searched terms to
the blog
Define content sharing plan to
help drive ePR and iWOM
Objectives:
• Pull in … new visitors through capturing …% of search traffic
• Increase trial requests by … & engage … bloggers to share content
• Increase engagement points by … though comments, shares, re-tweets, and likes on social media
• Incorporate 100% of the priority keywords and 30% of the portfolio

15. Liquid and Linkable ideas under control
Content that targets the interests of the business and the interests of the customers
10% of the budget should go to
high-risk (and potentially high-reward)
content-generating activities
70% of the budget should go into
the ‘bread and butter’: low-risk
content generation 20% of the budget should
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Budget
go to into innovative
content-generating
activities
High Risk Innovation Low Risk

16. Examples of our great ideas – with proven, measurable, success
Innovative ideas with data-driven insight
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Content Marketing for AXA, a world-leading
insurance brand
After successful blogger outreach and SEM
campaigns, we were asked to helped redesign
the www.110cancercare.com website
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We helped to add:
• Useful statistics and information
• Clarity to the brand’s USPs
• A stronger headline and image
We created a Slideshare presentation that
received over 25,000 views in a month

17. Even the most well-known brands in the world have realised the importance
of Content Marketing – if it is effectively and strategically distributed
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18. Examples: Famous brands’ views on Content Marketing
Companies that completely rearranged their marketing strategy and distribution methods
Coca-Cola believes that ‘the corporate website
is dead’ and that CM is now the best way to
share and engage with consumers
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Renaissance Hotels, part of Marriott International group,
adopted Content Marketing as a way to offer customers
amazing travel experiences
Red Bull markets their brand as an entire lifestyle rather
than simply as a product to buy. They have been called a
“publishing empire that also happens to sell a beverage”

19. What is Content Marketing and why is it important?
Building a great Content Marketing strategy through data
Delivering and distributing amazing content
-- CCoonnffiiddeennttiiaall -- 19

20. Content Marketing, which creates informative and entertaining
content, ensures that media moves into the ‘earned’ category
This is the hardest to achieve and the most valuable because of third party sharing
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Media goes ‘viral’ because it is so informative / emotive / entertaining that a significant
proportion of people that see it want to ensure others have too – without (paid) incentive

21. While owned channels are easily controlled, earned channels
like Social Media are useful for rapid growth in reach
% of time spent online per activity
4%
17%
Social…
Services
Entertai…
News/In…
Retail
Source: Nielsen, 2011 - Confidential -
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31%
2%
14%
32%
Other
[Your Brand]
A high social media penetration, and large average number of friends in
the region, presents us with a great opportunity for sharing and engaging

22. A great distribution strategy for earned media builds on great
relationships
Our approach to content marketing is a long-lasting, continuous cycle
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Building
Relationships
Targeting Market
Monitoring and
Improvements
Influencers
Lion & Lion has built up an
exhaustive database of
prospective bloggers
Segmentation of blogs ensures
effort is focused on contacting
the right blogger
Lion & Lion has created an in-house
reward system to guarantee balance
between the quality of the blogs and
volume
Lion & Lion has a dedicated team
who are active within the
communities we engage with
We know our bloggers and can
create desirable, shareable and
tailored content

23. Blogs are an effective Content Marketing channel to reach the
desired target group
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Source: Nielsen SEA Digital Consumer Report 2013; 2013 SEA Digital
Future in Focus, comScore Inc.
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70%
15%
15%
English Chinese Bahasa
54%
Read blogs once a week
64%
Of internet users access blogs

24. High-quality content and collaboration with the community
gives us access to the best quality blogs
Interaction with bloggers requires a tailored approach
What high-quality blogs taught us Why it works
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• They are influencers and people listen
to them
• They help with branding and spread
the word
• We need long-lasting relationships and
online friends
• Their links provide high traffic volumes
and SEO authority
• Bloggers appreciate good content and
we can provide it for them
• Bloggers can bring value to their readers
• There is no monetary transaction,
bloggers decide naturally whether to
publish or not
• The main outcome is a post and
relationship
Automated or volume focused approaches
do not work

25. CM can be used as a brand amplifier internally or externally – through
engaging on Social Media and collaborating with bloggers
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26. Bloggers monetise their platforms through paid content and
advertising
Content marketing explained
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$ $
Blogger
Content
Pay per post
(Negotiated individually)
Advertisement
Pay per impression
(CPM)
Example: http://xiaxue.blogspot.com/

27. By providing high-quality content to bloggers we ensure both
our and their objectives (monetisation) are achieved
Content marketing explained
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28. Bloggers boost traffic through referrals and SEO
Case study: Example minor activation of bloggers
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• Promotion of a difficult product
– in a market with little interest
• Link back to own site to
continue to build SEO credit
•Difficult product
•High target – 50 links
• Tight deadline
•Capitalise on the up and
coming Chinese New Year
• Share content as part of a
‘gift pack’ promotion
• Educate bloggers on
benefits of product and
tips to avoid indigestion
• + 53 brand references
and links
• 1.7x more traffic
1.7x
implementation

29. Casper Andersen
MD, Sales & Marketing
casper.andersen@lionandlion.com
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Hugh Batley
MD, Execution & Operations
hugh.batley@lionandlion.com
Stefan Bruun
Chairman
stefan@lionandlion.com