What’s eating the content consumer?

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Consumers are being bombarded by content that’s often…average at best

Content that uses crude Audience Targeting

Content with a lack of relevance

Content that ignores consumer and context

Content that doesn’t meet the promise of the juicy headline

Content with limited “info” and poor “graphics”

With all the content out there, there’s an increasing danger that your content will get IGNORED

Most of all, content is supposed to help build your business

Good content drives brand visibility

Good content delivers engagement

Good content improves paid search

Good content is essential for SEO

Good content enables conversion

Drive meaningful connections with the right people at scale at the right time at the most efficient cost with the right business outcomes

Data driven content framework

DIGITAL DATA

CONSUMER INTENT

CONTENT STRATEGY

CONTENT CREATION

BOE AMPLIFICATION

Start with consumer data and put the consumer right at the heart

ANALYTICS

EMAIL CRM

CAMPAIGN

IN STORE

Google is the world’s largest

database of consumer intent

“ “

Keywords

Sulphate free shampoo list Sulphate free shampoo for curly hair Sulphate free shampoo walmart Sulphate free shampoo for black hair Sulphate free shampoo for colored hair Sulphate free shampoo drugstore Sulphate free shampoo reviews Sulphate free shampoo cvs

Are sulphate free shampoos better What are sulphate free shampoos What are sulfate free shampoo benefits Can sulfate free shampoo cause hair loss Can sulfate free shampoo remove sillicones Can sulfate free shampoo cause dandruff What are sulfate free shampoo What are sulfate free shampoo brands

Questions

Lifetime In the last 30 days

39 26

35

6

29

1

Pages liked Comments Posts liked Posts shared Promotions Redeemed

Ads clicked

Frequency of Activities The number of times the selected audience performed these actions on Facebook. Based on Facebook user activity and environmental data.

Facebook.com / ads / audience_insights

In thousands of US dollars

16%

26

15%

6

29%

3%

$30-40 $40-50 $50-75

Household Income Estimated income for US households based on survey responses and estimates using demographic data…

Facebook.com / ads / audience_insights

14%

8% 7% 7%

1% 3%

$75-100 $100-125 $125-150 $150-250 $250-350 $350-500 >$500

+31% +10% +0% -11% -18% +5% -1% -3% -12% -23%

91% 90%

7%

38%

Any card Bank card Travel & Entertainment

Spending Methods US spending behavior based on survey responses or estimates using purchase activity and census data. Source: Acxiom

Facebook.com / ads / audience_insights

71%

38% 22%

62%

Gas / Store Up scale department

store

Premium

-1% +1-2% -19% -4% -8% -12% +38% -31%

Primarily cash Primarily credit card

Facebook.com / ads / audience_insights

Enrich your understanding

ANALYTICS EMAIL CRM

CAMPAIGN IN STORE

SOCIAL

SEARCH

CONVERTER PUBLIC DATA

AXCION

DATA MANAGEMENT PLATFORM

Segment 1 Segment 2

Segment 4 Segment 3

Consumer led content strategy

PERSONAL Understand me

ADAPTIVE Adjust to my situation

VALUABLE Make me care

1 2 3

PERSONAL Understand me

ADAPTIVE Adjust to my situation

VALUABLE Make me care

Car rental company

ANALYTICS DATA Last minute purchase

Seen as utility

SEARCH INTENT DATA Move from Utility

To Experience

ANALYTICS DATA Engaging content

Move up consideration Funnel

1 2 3

Insert new video?

Data driven content creation

DIGITAL DATA

CONSUMER INTENT

CONTENT STRATEGY

CONTENT CREATION

BOE AMPLIFICATION

WHO WHAT

WHAT?

Data informs creative execution

WHO?

Science fuels art - “Workplace Dreamer”

STATEMENT:

“Can’t face another cold Monday?”

SUGGESTION

LOCATION

Science fuels art - “Anxious Planner”

INSTRUCTION

EXPLANATION

GET MORE

Creative execution testing…. using data

Personalised, dynamic content performs 42% better

New visitor

Returning visitor

Lead

Hot lead

Sale

Source: Hubspot

In a fragmented ecosystem, DISTRIBUTION is just as important as content creation…

“ “

DOVE 114m views $10,000,000

VOLVO 68.7m views

$5,100,100 (est)

NIKE 26.6m views

$1,900,000 (est)

Even the most viral content is amplified

Start with “owned” optimisation

OWNED BOUGHT EARNED

Conversion Optimisation

Social Media Links

Content Tags

Descriptions

Thumbnails

Tiles

PRODUCE CONTENT

TRACK IT SUCCESSFULLY

Greater accountability inspires greater creative

ONE SOURCE OF TRUTH

REAL–TIME INSIGHTS

ON-THE-FLY ANALYSIS

BETTER DATA

Is success really about Shares, Comments and Likes?

Or is it ultimately about…..

The metrics that matter

REACH

RELEVANCE RESULTS

RESONANCE

What contribution does content make?

PPC

EDITORIAL

SOCIAL

DISPLAY

SEO

1ST TOUCH 2ND TOUCH 3RD TOUCH LAST TOUCH

What contribution does content make?

ACTION

Data driven content framework

DIGITAL DATA

CONSUMER INTENT

CONTENT STRATEGY

CONTENT CREATION

BOE AMPLIFICATION

Less about the art of content and more about the science