forresters ryan skinner on how to optimize the two types of content marketing
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Featuring Guest Speaker
Ryan Skinner
Webinar:“Optimize the two kinds of Content Marketing” September 20, 2016
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ScribbleLive enables every business
to deliver predictable results through
content & technology
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How Brands Use ScribbleLive
Dynamic content experiences(Second screen, UGC, audience interaction)
Strategic planning & execution Data insights & influencer marketing
Original content creation(Infographics, videos, micro content, interactives)
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Optimize The Two Kinds Of Content Marketing
Ryan Skinner, Senior Analyst
September 20, 2016
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© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Driver 1: Changing Media Consumption
Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US)
Right about….now!
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Driver 2: Customer Experience Imperative
Customer obsession is your only competitive advantage
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Content Marketing: Default Destination For Many Parallel Streams
Search
Social
Digital
Mobile
Ad-Blocking
Native Advertising
Cord-cutting
Marketing automation
Common Denominators: Empowered
customers & unbundled media
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Content Marketing: Default Destination For Many Parallel Streams
Search
Social
Digital
Mobile
Ad-Blocking
Native Advertising
Cord-cutting
Marketing automation
Common Denominators: Empowered
customers & unbundled media
The
Gigantic,
Gassy
Content
Marketing
Nebula
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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.
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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.Delivers an
intrinsic benefit to
an audience
Centred on the customer and his or her situation
Something immediate AND enduring
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This Won’t Be Happening
2009 10 11 12 13 14 15 16 17 18 19
5%
10%
15%
US
$ B
illi
on
s
Content marketing spending YoY % change
Yo
Y c
ha
ng
e in
sp
en
din
g
Source: PQ Media’s Global Content Marketing Forecast 2015-19
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B2C Ups Investment On Content Marketing
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B2B Ups Investment On Content Marketing
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Significant Sums Are Involved
One of four of
respondents said their
budget would grow by
roughly a third; One in
two said it would grow
more than 20%
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Two Marketing Strategies Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
• Evolution of brand advertising
• Media & creative agencies,
PR/comms & social agencies
• Concerned with impressions /
engagements or brand metrics
• Depends on paid media to succeed
• “Integrated comms”, “branded
content”, “branded entertainment”
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• Evolution of brand advertising
• Media & creative agencies,
PR/comms & social agencies
• Concerned with impressions /
engagements or brand metrics
• Depends on paid media to succeed
• “Integrated comms”, “branded
content”, “branded entertainment”
Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
• Evolution of direct marketing
• Search/digital agencies, product
marketers, customer experience
• Concerned with metrics that align
with points in customer life cycle
• Should not require paid in order to
succeed
• AKA “Inbound Marketing”, but
extends into other disciplines
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
• Customers don’t ask for it
• Works well within silos
• Doesn’t lead to
customer-centrism
• Independent of value (how long
is a piece of string)
• Leads to accumulation, volume
(content factories)
• “Excited by the possibilities…”
<
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
• Customers don’t ask for it
• Works well within silos
• Doesn’t lead to
customer-centrism
• Independent of value (how long
is a piece of string)
• Leads to accumulation, volume
(content factories)
• “Excited by the possibilities…”
< • Works only if customers want it
• Forces painful cross-
departmental collaboration
• Leads to more effective media
investments
• Constrained at all times by its
own value generation
• “Fits how people buy…”
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
$$$ $$<
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
• An entire industry exists to
help brands navigate and spend
money on this approach
• Media-led propositions are easier for
traditional advertisers to buy
• Professional creators and paid
promotion make these visible
• The KPIs are easy to establish and
track
<
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Two Different But Related Things Separated By A Common Name(Media-Centric)
Content Marketing
(Customer-Centric)
Content Marketing
<• An entire industry exists to
help brands navigate and spend
money on this approach
• Media-led propositions are easier for
traditional advertisers to buy
• Professional creators and paid
promotion make these visible
• The KPIs are easy to establish and
track
• Rests on the marketer to grasp the
shift and act on it
• Forces greater collaboration with
non-marketers
• Is difficult to separate from the
product or service itself
• Is often less visible and less shiny
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Content strategy stems from brand strategy and customer strategy
Brand/Business
Strategy
Customer Experience
Strategy
Content Strategy
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Factors Guiding Media-Led vs. Customer-Led Content Marketing
Media-Led Customer-Led
Low consideration High consideration
Small assortment Large assortment
Very high/low product
differentiation
Moderate product
differentiation
Lower channel
controlHigher channel
control
Low product/
problem complexityHigh product/
problem complexity
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Optimize Customer-Led Content Marketing
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Ease
Planning For Content That Drives Customer Experience
Effectiveness
Emotion
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Customer Content ShouldCreate Effectiveness
J. Crew identified some of
its most popular and
valuable site searches to
develop bespoke landing
pages, with richer content.
Source: https://www.jcrew.com/wedding.jsp
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Customer Content ShouldCreate Ease
AirBnB recognized an
implicit desire to choose
the right neighbourhood
for a stay, and developed
guides. It’s since
expanded the section
from 7 to 23 cities.Source: https://www.airbnb.com/locations
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Customer Content ShouldImpact Emotions
JetBlue offers visitors to its
JFK terminal the
opportunity to watch
premium Amazon content,
a moment of unexpected
joy that mimics the in-flight
offerings.Source: https://skift.com/2015/12/11/jetblues-amazon-theater-
and-the-benefits-of-having-your-own-terminal/
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Optimize Media-Led Content Marketing
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Optimize Media-Led Content Marketing
• Brand integration
• Value
• Impact
• Context
• Experience
• Outcomes
• Functionality
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Optimize Media-Led Content Marketing
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Media-led Content Marketing: Red Bull
A content strategy fuelled by a rabid fan-base
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Customer-led Content Marketing: Cisco
Visual content that simplifies a complex purchase journey
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Q & A
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