Disruptive Content Marketing, Disciplined Results

BRAND INNOVATORS SUMMITSeattle, Washington

Geoffrey Colon, Group Product Marketing Manager - @djgeoffe

Microsoft

Contents

• Think Like an Editor, Not a Marketer

• Part I: Disruptive

• The Question

• The Theme

• The Objectives

• What is the Science of Your Customer?

• Why Do People Like the Color of Artificially Flavored Junk Food?

• What is the Most Disruptive Content Marketing?

• Studying Cognitive Emotional Response in Communications

• Part II: Disciplined

• The 4 Factors of Disciplined Content Marketing

• Real Time Context is Important

• The KPIs of Content Marketing

• Key Area Lifts from Content Marketing

• Best Practices

• Part III: Case Study

In an ever fragmenting media world, the question to ask yourself in the

transforming world of media and marketing is:

“How Do I Become Part of a Customer’s Day, Every Day?”

Think less like a marketer, more like an Entertainer, Educator or Editor

Part I. Disruptive

The Question

What do we mean by disruptive marketing?

• Not necessarily harmful to other businesses

• Disrupting how you internally think and execute marketing for your organization

• Marketing is still treated as either 100% art or 100% science

• Disruptive marketing approaches the problem using a 50/50 approach to

providing a solution

• Right brain equally powerful as the left brain

• Analytics Drives Creative Solutions

• Creative Solutions Drives Metrics

• Metrics Determine Success, Pivots, Perseverance

The Theme:

Test

Q: How do I know if this will work?

A: Run a Test!

Q: How if I fail?

A: You can only learn

Track

Q: How do I do this?

A: Several KPIs will help you. There isn’t one finite measurement

Q: Is it expensive?

A: Most social platforms come with built-in analytics

Measure

Q: What is the most important metric?

A: Right now engagement rate or interaction rate

Q: Why?

A: It’s a barometer if your targeted audience approves of your content

The Objectives:

Brand Awareness

Getting people to know who you are

Getting people to know about your product

Getting people re-acclimated toward your product

Visits to your Owned Channels

All content is tagged with a CTA

Measurement is in site visitations / bounce rate

Long term goal = conversions

Social Discussion Around a Topic

Is your content getting people to talk about a subject?

Is it getting people to share a piece of content you created?

• Activities They Participate in

• Brands They Purchase

• Politics• Psychography• Netnography• Profession• Job Title• Industry• Interests

• Age Range• Geographical

Location• Languages

Spoken• Gender• Education• Salary• Devices They

Use• Entertainment

They Enjoy

What is the Science of Your Customer?

Why do customers prefer some content over others?

Why Do People Like the Color of Artificially Flavored Junk food?

Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it.

This same neuroscience has determined whether a pop song will be a hit.

It also will determine whether your content will resonate

What is the Most Disruptive Content Marketing?

The most disruptive content marketing

goes beyond traditional brand research

that has historically tracked on awareness

and attitude and looks at non-conscious

measures including:

• Emotion

• Passion

• Personal Value

• Logic

• Reason

Studying Cognitive Emotional Response from Communications

A 2013 study showed brain patterns that when a brand of

product is revealed prior to sampling, a part of the brain

associated with happiness is triggered if that sampling

experience is positive. The test suggests emotional

connections to brands dominate consumer purchase

decisions.

Even in B2B which often focuses on logic-based value,

the use of emotion, colors, even music can be the

differentiation factor that leads to success.

II. Disciplined

Search and Social Data

Creative Insights

Trending Topics

Social CRM

• Is the audience engaging

with content?

• What type of content

performs best?

• Are you using different types

of creative for segmented

audiences?

• What are customers saying

about your area of

expertise?

• What do customers say

about your products?

• What is your response time

to customers on social?

• The Science of Your Customer

• APIs

• Measuring Response

• Bing Keyword Research Tool

The 4 Factors of Disciplined Content Marketing

• Twitter / Facebook

• Google / Bing Searches

• Capturing Mobile Search

Mindshare using Bing Ads

• News

Real Time Context Is Important

Timeliness and immediacy plays heavily into

content due to two factors:

• Mobility of messaging (devices)

• Speed of messaging (business success is

made or broken on a combination of

three factors communications, design

and product technology performance.

Note, it’s NOT just the product

technology but how others, especially

peers, talk about the product!)

This is why brands try to newsjack around events. The

issue? Those events are not always emotionally relevant

to the customer because the brand messaging and

customer NEUROSCIENCE do not align!!!!

The KPIs of Content Marketing

Social Media

MetricsWebsite Traffic Brand Awareness Lead Generation Sales ROI

93% 48% 53% 33% 27% 20%

Real time and content marketing use softer KPIs like social media metrics and web traffic to measure

success as compared to sales or Return on Investment (ROI). Although social media metrics are new

and not yet definitely quantifiable as a metric, they are increasingly used in measurement.

Consumer Sentiment

16%

Purchase Intent

14%

Interest

18%

Likelihood to Recommend

18%

Seriously Consider Purchase

18%

Key Area Lifts from Content Marketing

Algorithms Shift

Don’t Build on Rented Land!

Forget “Likes” and

“Followers”

Content Marketing: Best Practices

Facebook and Twitter are closing their APIs more to third parties

Limited data to inform the future

Quantity doesn’t equal quality

Scale makes it hard to identify advocates

Organic reach is limited by social algorithms

Know where your

org has authority

Map out a content

and asset

production plan

Focus your content marketing in these areas

Don’t be afraid to take a stand

Create original content only

Serve to customers at the contextually appropriate time

Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video

Part III: Case Study

“What Does Your Audience Crave?”

by Michelle Killebrew

@shellkillebrew

InspirationWhat Did Our Audience Crave?

How Did We Craft

the UX to Delight

the Audience?

Content Marketing: A Case Study

Thought Leadership

Content Tailored to Their Role, Not a Product

Interesting facts they can use right now

Demonstrate leading edge web design and interface

Content that shows, doesn’t tell – video, infographics, webinars

What Content Did

We Create for Our

Audience?

How Did We Track

Measurement?

Relevant, focused content

Sprinkled with evergreen so it remains timeless

Easy to share!

Web analytics Social engagement rate

Website based remarketing (AdWords/Bing Ads)

Thank you

Connect with Geoffrey:Web: http://geoffrey-colon.squarespace.com/

Twitter: @djgeoffe

LinkedIn: http://linkedin.com/in/geoffreycolon

SlideShare: http://slideshare.net/geoffreycolon

Tumblr: http://futuristlab.tumblr.com

Podcast: Download the Spreaker app – “Disruptive FM”

https://www.spreaker.com/show/disruptive-fm

Book: “Disruptive Marketing, Disciplined Results” on

AMACOM Books to be released January 2016

http://disruptivemarketing.tumblr.com

http://www.amacombooks.org/

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