CONTENT MARKETING: CONTENT IS KING

W / @ S M C S A C @ S A C B I Z

R YA N N P E T I T- F R E R E@ R E P E T I T F R E R E

The Landscape

5 Years Ago

Pew Research Internet Project, Internet Usage Over Time by American Adults, January 2014

79%

Today87%

American Adult Internet Usage

@REPetitfrere

The Landscape

5 Years Ago

Pew Research Internet Project, Social Media Usage Over Time by American Adults, January 2014

47%

American Adult Internet Users on Social Media

Today74%

@REPetitfrere

About Me

@REPetitfrere

“The California Lottery is a $5B organization that communicates

B2B2C2G.”

Useful Information:

@REPetitfrere

Define Our Audience Big Buckets

What type of business do you represent?

How much are you investing in the cost of digital media production and media purchases?

How regularly are you creating original content?

PlanningContentDistributionAnalytics

Presentation Outline

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Sell In the Concept

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Sell In the Concept

Build a Documented Content Plan Based on Business Goals Digital Media Strategy Program Social Media and Content Program Campaign Content

@REPetitfrere

“Content marketing is a multi-tool for business success not just

marketing success.”

Useful Information:

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Sell In the ConceptBuild a Documented Content Plan

Based on business goals

Understand Your Audience To the extent we understand all aspects of

their lives. Audience drives content. Consumer Journey

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Understand Your Audience Consumer Journey

Discovery

Consideration

Intent

Trial

Repeat Purchase

Loyalty/ Advocacy

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Understand Your Audience Consumer Journey – Don’t Underestimate

Discovery

@REPetitfrere

BucketsPlanning

- Sell In the Concept

- Goals from Biz Plan

- Understand Audience

- Plan for Success

Content

Distribution

Analytics

Sell In the ConceptBuild a Documented Content Plan

Based on business goalsUnderstand Your AudiencePlan for Success

2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

Quality Adding value to the consumer? Adding to the online conversation on the

topic? Uniquely informational or entertaining?

Campaigns based on emotion perform twice as well as campaigns based purely on information.

So…

“Emotional Ads Work Best” Roger Dooley, Neuromarketing@REPetitfrere

“Stop the technical talk and release the soul of your brand.”

Useful Information:

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

Quality

1961 “Coke Keeps You Thin”

1970’s “It’s the Real Thing”

Today “Happiness Machine”

Today “Small Worlds Machine”

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

Quality

“The Science of Emotion in Marketing” Courtney Seiter, Buffer Blog, March 2014@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

Quality Adding value to the consumer? Adding to the online conversation on the

topic? Uniquely informational or entertaining?

Campaigns based on emotion perform twice as well as campaigns based purely on information.

“Emotional Ads Work Best” Roger Dooley, Neuromarketing@REPetitfrere

Happen

Matter More Than

Money

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

QualityDevelopment

Powerball

Bigger

Dream

Believe

Anticipation

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Maximize

Distribution

Analytics

QualityDevelopment

Content Curation Swayy Curata Flipboard Digg StumbleUpon Delicious

“Content Marketing Tools: The Ultimate List” – Pawan Deshpande

@REPetitfrere

“To give your content success a boost, think headlines, visuals and

click for more.”

Useful Information:

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Production

Distribution

Analytics

QualityDevelopment

The biggest content marketing challenges businesses have:1. Lack of Time2. Producing Enough Content

2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs@REPetitfrere

“Content is that little black dress that can be dressed up or down for

every occasion.”

Useful Information:

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Production

Distribution

Analytics

QualityDevelopmentMaximize Production

2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Production

Distribution

Analytics

QualityDevelopmentMaximize Production

California Lottery Report to the Public - 2013@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Production

Distribution

Analytics

QualityDevelopmentMaximize Production

@REPetitfrere

BucketsPlanning

Content

- Quality

- Development

- Production

Distribution

Analytics

QualityDevelopmentMaximize Production

Lowes Vine #lowesfixinsix

Champs Instagram#adicolorTV Series

@REPetitfrere

“Cats watch out @LilJon is taking over the internet.”

Useful Information:

@REPetitfrere

BucketsPlanning

Content

Distribution

- Channels

Analytics

Channels Owned – Site/ Blog, Email, SEO, Social Paid – Social, Search, Display, Mobile

Outbrain, Taboola Earned – Influencers, Viral

#Do and #D’oh

@REPetitfrere

BucketsPlanning

Content

Distribution

- Channels

Analytics

Channels Earned – Viral

WIN – Philanthropic Narcissism: ALS Association Ice Bucket Challenge

= #Do

Alchemy of a Viral Video – Thinkmodo Every video is unique, hasn’t been done

before Show behind the scenes to build

anticipation Rely on human psychology – we all want

to see people’s reactions to things Place content where it’s easily shared

Cannot be predicted.@REPetitfrere

BucketsPlanning

Content

Distribution

- Channels

Analytics

Channels Earned –Viral

FAIL – Know Your Audience:#myNYPD Twitter Campaign = #D’oh

@REPetitfrere

BucketsPlanning

Content

Distribution

Analytics

Analytics Goals Dictate Metrics Measure What You Need To General,

Consumption Engagement Interest Sales

@REPetitfrere

Big Buckets Key Takeaways

PlanningContentDistributionAnalytics

Content goals based on business plan

Develop content that adds value

Maximize your contentOnly measure what you

need to

Presentation Outline

@REPetitfrere

THANK YOU

CONTENT MARKETING: CONTENT IS KING

W / @ S M C S A C @ S A C B I Z

R YA N N P E T I T - F R E R E@ R E P E T I T F R E R E