building a winning content strategy

Webinar

Building A Winning ContentMarketing Strategy

Ryan Skinner, Senior AnalystMay 13, 2014

Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

Agenda

›Recommendations

Customers Are Active Media Players

Perpetually connected

Feeding back

SearchingSharing

So Customer-Centric Businesses Win

Customers Are Less Open To AdsTHEY PREFER TO FIND CONTENT THEMSELVES, FROM RELIABLE SOURCES

For all the advances of online targeting, we

still think we can find information better

ourselves

Customers Control The Purchase PathUSE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER

Source: Google ZMOT study with Shopper Science

10.4Sources inan averagepurchase path

And Media Is Steadily Fragmenting

Only 34% of all US online adults primarily

watch linear TV

73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS

More Content Consumed On Mobile

YouTube sees 40% of its traffic from mobile today

(and most businesses are starting to see the

ALWAYS ADDRESSABLE CUSTOMERS DO IT ALL FROM THE PHONE

Agenda

›Recommendations

Here’s How We Define Content Marketing

A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.

Here’s How We Define Content Marketing

Delivers an intrinsic benefit to an audience

A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.

Centred on the customer and his or her situation

Something immediate AND enduring

Why Is Content Marketing The Response

1. Pulls consumers closer to the brand’s messages

2. Amplifies reach by producing content customers share

3. Influences customers and creates relationships early in the purchase journey

4. Drives measurable business outcomes throughout the entire customer lifecycle

Pulls Customers Closer To BrandOFFERING VALUABLE CONTENT EARNS ATTENTION

Source: “Build Your Content Brand By Delivering Customer Value” March 2014

Red Bull Media House:1m followers on twitter;

3m subscribers on YouTube;9m subscribers to print magazine

Fire Up Customers, Fans & Advocates30% OF US SHARE CONTENT FROM BRANDS ON SOCIAL AT LEAST MONTHLY

By sharing content designed to inspire fans, Dr. Pepper increased fan engagement 46% from 2012 to 2013 (and

active fans buy more Dr. Pepper, according to a

Datalogix study.

Form Customers Early And OftenSHAPE ATTITUDES WHEN CUSTOMERS DISCOVER VALUABLE CONTENT

Google documented the new way that customers research

products (and opportunities to guide them), then applied that

to how it guides Google customers

Build Towards Business OutcomesTURN RELATIONSHIPS WITH CONTENT INTO RELATIONSHIPS WITH PRODUCTS

Intel tracks “Purchase Intent Rate” to tie

content to a proxy for commercial value

Agenda

›Recommendations

Most Efforts Aren’t DeliveringONLY ONE IN THREE SAY THEIR CONTENT MARKETING IS EFFECTIVE

1. Create content that gives little value

2. Efforts suffer from low visibility among customers

3. Creation & distribution more expensive than planned

4. Content efforts don’t link to business outcomes

Agenda

›Recommendations

Adopt the Content Brand Value ChainCHANGE YOUR MECHANISMS TO CHANGE YOUR BEHAVIOR

Contentcreation

Audience building

Relationship management

Value optimization

Create Content That Is ValuableWRITE, CURATE, CROWDSOURCE OR COLLECT

Contentcreation

Audience building

Value optimization

Earn Goodwill By Meeting A NeedCUSTOMERS WILL SEEK OUT AND SHARE CONTENT WITH VISIBLE VALUE

Interviews

Listening

Expertise

Values

Assets

Customers Brand

Content: Think EcosystemCONSIDER CREATION, CURATION, CROWDSOURCING AND COLLECTIONS

Credibility

Cost +

SEO Bloggers

InfluencersR&D

ArchivedAgenciesEmployees

Industry news

New Content Process Tools HelpINTRODUCING THE CONTENT PLANNING AND WORKFLOW LAYER

• Gather ideas

• Source content

• Commission stories

• Manage production

• Approvals

• Publication

• Promotion

• Measurement

Build Quality & Quantity Of AudienceAPPLY AUDIENCE THINKING TO STORY, TO OPT-IN AND TO DATA

Contentcreation

Audience building

Value optimization

Build Specific Audiences By ContextsCAPTURE INTEREST ON SPECIFIC PASSIONS AND SHARED INTEREST AREAS

“Our brand is wide. For content marketing, we need to narrow down who we speak to. Take new mothers as one example: They focus on nutrition and health. We perform better if we produce content that speaks to them and their interests specifically.”

-- Vadan Less, Whole Foods

Serve Audiences Targeted ContentBASED ON PRIORITIES, PREFERENCES, ACTIONS AND PERSONAL IDENTITY

Contentcreation

Audience building

Value optimization

Tune Content Against BehaviorDELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS

Content/Audience Tuning

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