best practice content marketing

Best practice content marketing

Your Presenter

Phil BrownHead of Content Strategy

Your customers don’t care about you,

your products, your services … they

care about themselves, their wants and

their needs.Content marketing is about creating

interesting information buyers are

passionate about so they actually pay

attention to you.

Joe Pulizzi,

Content Marketing Institute founder

CONTENT MARKETING – from push to pull

AUDIENCE

CUTOMERS’

GOALS

Needs

Pain points

Challenges

THE

SWEET

SPOT!

RELEVANT CONTENT MARKETING

YOUR GOALS

Brand

Sales

Marketing

Product

BRAND

Griffith UniversityBuilding a Brand Purpose

5 | King Content Credentials 2016

Know More In Sixty Seconds is a video

content hub built to bring personality to the

university’s content marketing approach. It

is a tool to tell the story of the university in

a way that positions Griffith as the

champion of knowledge and land the

institution’s mantra of ‘know more, do

more’.

www.knowmoreinsixtyseconds.com

The Solution

• Data-driven video content to

maximise interest, views and

engagement.

• Creative social media campaigns

to drive further views and

engagement.

Results (4 months)

• 7,000 new Facebook fans.

• 1.5 million social impressions.

• 252k video views

• 2.8k likes, comments and shares

http://www.knowmoreinsixtyseconds.com/

6Griffith University Open Day

Facebook Live and Snapchat broadcast

Challenge

Griffith University tasked King Content with creating a fun and innovative online experience for

prospective students who would be unable to attend the university’s Open Day on 24 July 2016.

Results

Between 19 and 28 July, the following results were achieved:

• 1.85 million impressions (achieved from both images and live video, pre-event and during the

event)

• 57,000 Facebook Live video views on the day

• 21,114 total minutes watched on Facebook Live

• Organically increased GU’s Facebook community by 1,000+ in a week

• CPV of live videos as low as $0.02 to relevant targeted audiences

• 9,000 engagements on images and videos

• 4 competitions run on Snapchat across the day with over 400+ views each

CONTENT MARKETING

Format

ATL, SOCIAL, NATIVE

INFOGRAPHICS, SNACKABLE

SHAREABLE CONTENT

SHORT-FORM ARTICLES/BLOGS

VIDEOS AND PODCASTS

LONGER-FORM ARTICLES/EXPLAINER VIDEOS/RESEARCH PAPERS/PUBLICATIONS

CONTENT MARKETING

Purpose

ATL, SOCIAL, NATIVE


SHAREABLE CONTENT


VIDEOS AND PODCASTS


CONTENT MARKETING

Volume and frequency

ATL, SOCIAL, NATIVE


SHAREABLE CONTENT


VIDEOS AND PODCASTS


VOLUME

CONTENT MARKETING

Educational content

Informational content

Informational content

Educational content

Emotional, entertaining content

Emotional, entertaining contentA W A R E N E S S

C O N S I D E R A T I O N

E V A L U A T I O N

C O N V E R S I O N

R E T E N T I O N

ADVOCACY

BUYER JOURNEY TYPES OF CONTENT

OWNED,

EARNED

&

PAID CHANNELS

CONTENT MARKETING

Hans OlivingRedefining brand

perceptions through mass-

appeal, video-led content

Objectives

• Maximise impressions to drive brand

awareness.

• Generate organic sharing.

• Associate Hans Oliving with a

lifestyle, rather than a product.

What we delivered

• Microsite featuring tennis star Lleyton

Hewitt and his family.

• Key video pieces featuring Bec &

Lleyton, supported by broader lifestyle

content.

• Diversified amplification program

across social and native channels.

1-month results

• 1m+ views of the hero videos.

• 20k+ likes, comments & shares across

Facebook & Instagram.

• 36.2m total impressions.

• Facebook cost-per-view 94% below

projections ($0.01).

olivingthelife.com.au/

http://www.olivingthelife.com.au/

Nurture leads through

the buyer funnel

Allow you to target

customer segments

rather than spray and

pray push marketing

CONTENT MARKETINGAcquires new customers and retains existing customers

Shifts your

marketing efforts

from push marketing

to pull.

So how can you get buy-in

for a content marketing program?

Sources: Content Marketing Institute

68%of Australian

Marketers say they

are going to

produce more

content marketing in

2017.

82%of Australian

marketers are

already using

content marketing.


Your competitors are

already using content marketing

to grow their businesses


Your customers want it, and Google wants it.

Site visits per month

Source: Eloqua/Kapost, 2014

Cost per lead

Content marketing is a long term approach

• Clicks to product pages

• eNewsletter sign-up

• Download of a gated

eBook/white paper

• Sign up to a trial

• Download a free app

• Purchase

CONVERSION

• Awareness lift

• Sessions

• Unique visitors

• New visitors

• Reach (social channels)

• Content views

• Channel growth (social

channels)

• Impressions

• Brand mentions

AWARENESS

• Sentiment lift

• Return visitors

• Time on site

• Page depth

• Video completion rate

• Number of return visitors

• Comment sentiment (social)

• Frequency of interaction with

content

• Level of content engagement

• Unsubscribe rates

ENGAGEMENT

BupaShifting from a product-

centric to audience-centric

digital strategy.

Objectives

• Identify why Bupa’s digital strategy was

failing despite significant investment.

• Manage a large stakeholder group

through a significant change in digital

approach.

• Establish a sustainable, in-house

publishing program within Bupa.

What we delivered

• Extensive audit of existing digital

assets.

• In-depth strategy detailing the shift from

content around products to content

around life events.

• Management of content production &

amplification.

• Brand activations of content production

& amplification.

http://theblueroom.bupa.com.au/

Results highlights (first 3 months)

• 200k unique visitors.

• Produced 269 articles, 36 videos & 18

infographics.

http://theblueroom.bupa.com.au/

1. Trust in advertising is terrible

2. Content Marketing delivers quality lead generation

3. Content Marketing Fulfils a Desire for More

Information

4. Content Marketing improves SEO

5. Content Marketing will position your brand as a leader

6. Content Marketing will influence consumer decision

making

7. Content Marketing delivers strong ROI

8. Social media feeds on your Content Marketing

9. Consumers will love you

Where do you start?

In a study, 97% of people who faced a life-changing health event had been told in the 12 months prior

they needed to make some alterations to their lifestyle, most people choose death over change.

“We choose death over change, and then we wonder why our businesses don’t embrace digital

technology.” Lark

Change is HARD

Reality

Consumes

content item

Completes

goal

Perception

The content marketing measurement challenge

Your audiences are everywhere, but we need to find the most effective channels for creating a relationship...

Social

Content

Search

ContentDisplay Ads

Content marketing is a long term game and your

starting point is researching and developing a

content strategy

WHAT IS A CONTENT STRATEGY?

28

WHY

HOW

WHAT WHO

Test and

Learn

Performance

Analysis

Lead

GenerationMARKETING

OBJECTIVES

CONTENT AUDIT

COMPETITOR AUDIT

AUDIENCE/

CUSTOMER

RESEARCH

CONTENT MARKETING GOALS

BRAND STORY

VISION

BUSINESS STRATEGIC GOALS

MISSION

CONTENT

PILLAR 1

CONTENT

PILLAR 2

CONTENT

PILLAR 3

CONTENT

PILLAR 4

KPIs

CONTENT PERSONA 1

CONTENT PERSONA 2

CONTENT PERSONA 3

CONTENT PERSONA 4

INT

ER

NA

LE

XT

ER

NA

L

TACTICS

CONTENT MARKETING

Content on owned web properties that’s engaging and promotes the value proposition of the brand and its products.

Content affirms decision to seek further information and validates the brand.

Sales-focused information assets that include a strong call to action (CTA). Content is advertorial in nature with a

focus on the benefits of specific products and service.

Deliver targeted content to those customers who may be looking elsewhere. Remind them why they joined the category

in the first place. Potential to cross-sell. Validating product choice.

This content aims to keep the brand front of mind and provide assurance to customers that they have made the right

decision. Validating brand choice.

Brand awareness, integrated content across all channels including ATL advertising, sponsorships and amplification

through digital (native) and social. This content aims to engage and make the brand easy to remember at

consideration stage.

AWARENESS

CONSIDERATION

EVALUATION

CONVERSION

RETENTION

ADVOCACY

Content used to support purchase.

Lenovo ThinkHubTurning Lenovo into an

authority on enterprise IT.

Objectives

• Increase lead quality and value of

sales.

• Strengthen brand awareness and

demand for Lenovo products.

• Position Lenovo as a thought leader

in enterprise IT.

What we delivered

• Strategy developed for 8 European

markets.

• Launched 8 websites in 7 major

languages.

• LinkedIn amplification across 13

markets, using paid & organic tactics.

Results highlights

• 14.6k uniques per month

• LinkedIn CTR 3.5x target CTR (1.19%)

• $118m generated in sales over first 13

months.

think-progress.com

http://www.think-progress.com/

Conversion pixel

Campaign content

Retargeting

Constant improvement

Amplification channels

Headlines and images

Monitor user behaviours

Implement pixels and

monitor goals

Measure and

optimise

Website analytics

Audience analysis

Test and

Learn

Performance

Analysis

Lead

Generation