Wifi Network: Gansevoort Park Password: thecontentcouncil

WELCOME Andy Seibert, Chairman, The Content Council

CONTENT AS AUTHENTIC STORYTELLING

CONTENT AS AUTHENTIC STORYTELLING

Liz Kaplow President and CEO, Kaplow @LizKaplow Dyllan McGee Founder, MAKERS @DyllanMcGee

THE AGE OF THE INTERNET STAR

THE AGE OF THE INTERNET STAR

Kimberly Coleman @Mominthecity

Amber Lee @ALittleCriminal

Shanna Malcolm @ShannaMalcolm

Karen Robinovitz @KarenRobinovitz

Kevin McGurn @kjmcgurn

ELLE Canada #SHOPYOURMOOD Jacqueline Loch, VP & Group Publisher, TC Media

performing in the new age of media consumption…

consumer expectation is what they want, when + how they want to consume it…

advertiser expectation is engagement and maximum ROI

over 50% of our digital content is consumed via mobile platform: smartphone or tablet

over 40% of our digital content is accessed via a social media platform

so where does a traditional print magazine fit in?

publishing is a verb not a media platform

how about starting with what we do best…

with  great  editorial  content  integra/ons…  …branded  content  on  steroids  

Canada’s first ever… shoppable videos

EDITORIAL  

ECOMMERCE  

VIDEO  MAGAZINE  

DIGITAL   SOCIAL  MEDIA  

PR  

CONTEST  

EVENTS  

YOU  TUBE  

total audience engagement story across all platforms + all media:

earned, owned + paid

customer experience customer education

magazine as a storefront branded content

smart + authoritative alignment of two brands

new-ness, buzz + cool factor

Over-performed on all KPIs: •  Video views: over 75K •  Time spent: 72% watching entire video •  Average time spent on the channel: 1:18 mins •  Social media: #SHOPYOURMOOD hashtag generated over

2.8 million media impressions •  30K e-push notices sent; open rate 77.6% and the CTR of

11.93% •  Earned media/PR •  Contest entry •  ROI

RESULTS:

THE CONTENT COUNCIL RESEARCH UNVEILED

THE CONTENT COUNCIL RESEARCH

Georgia Galanoudis @Imprint_Georgia

David Brown @MXMTweets

Alexa Christon @achriston

Linda Descano @LindaDescano

Michael Sebastian @msebastian

RESEARCH METHODOLOGY Online survey conducted by Advertising Age with Advantage Business Research.

•  Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation.

Survey dates: December 5, 2014 to December 12, 2014.

Findings based on 448 total qualified respondents who completed the full survey.

•  Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.

PROFILE OF RESPONDENTS

35%

MARKETERS 17%

MEDIA 48% AGENCIES

Head of Business, C-Level, SVP, VP, GM,

Managing Director

47% 33% 20%

Marketing/Advertising Directors & Managers

Content/Creative Directors, Account/Media Supervisors & Managers

SURVEY SAMPLE: COMPANY SIZE

37%

29%

14%

20%

Estimated Revenue

Less than $5 million

$5 million to less than $50 million

$50 million to less than $500 million

$500 million or More

40%

28%

21%

11%

Number of Employees

Less than 50

50-499

500-4,999

5,000+

Average: $218,273,684 Average: 1,328 employees

GEOGRAPHIC REGION

NORTH- EAST

35.0%

MIDWEST 23.0% WEST

19.4%

SOUTH 22.5%

MARKETS THEY SERVE

“Content marketing is the discipline of creating content, on behalf of a brand, designed with the specific strategy of

influencing consumer behavior in order to drive quantifiable profitable results.”

HOW TO DEFINE CONTENT MARKETING

COMMITMENT TO CONTENT MARKETING

Commitment will be two years from now

Commitment currently

Commitment was two years ago

“Very/extremely strong” 8–10 Ratings

T O T A L R E S P O N D E N T S

18%

40%

76% 76%

BUDGETS FOR CONTENT MARKETING

12.6%

23.3%

33.1%

TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW

$9.4M $12.1M $18.4M

ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE DOLLARS

EFFECTS OF NEW DIGITAL MEASUREMENTS

AREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS

40%

51%

54%

60%

66% MEASUREMENT/ANALYTICS

STRATEGY CONTENT DEVELOPMENT/

PRODUCTION TECHNOLOGY (CMS)

DISTRIBUTION

BELIEVE THAT CONTENT MARKETING IS TRULY

MEASURABLE

58% YES

42% NO

METHODS USED TO MEASURE CONTENT MARKETING ROI

80.4% 74.6%

63.8% 54.6%

41.9% 35.4% 33.8%

28.5% 14.2%

10.0%

Website traffic Engagement (time on site, shares,

Sales Awareness Acquisition

Brand lift Customer retention rates

Loyalty Composite engagement score

Cost savings

BIGGEST CHALLENGES FOR CONTENT MARKETING

63.4% 53.3%

50.0% 49.1%

36.6% 35.5%

30.6% 27.0%

Creating engaging content Lack of budget

Lack of time Proving ROI

Breaking through the clutter Not enough resources

Lack of integration across Lack of internal/external buy-

CONVERSATIONS NOT CAMPAIGNS: REAL TIME AND REACTIVE

MARKETING

REAL TIME AND REACTIVE MARKETING

Andrew Hanelly @hanelly

Lindsay Lichtenberg @LinZk

Chris Perry @cperry248

Ramon Velutini @Duracell

#TheDress  Good  and  Bad  

69

FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT

70

FISHER-PRICE: #WISHESFORBABY

71

Duracell Good and Bad…

72

73

UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

74

UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

75

Other RTM Classics around Mass Cultural Moments

76

DATA: THE RISE OF BIG INSIGHTS

DATA: THE RISE OF BIG INSIGHTS

Megan Cunningham @MeganCunningham

Bob Cornwall @Google

Vikram Somaya @VikramSomaya

Maya Mikhailov @GPShopper

MANUFACTURING A STORY: WIKA AND ENVERITAS GROUP CASE STUDY

Brice Bay, CEO, EnVeritas Group

WIKA INSTRUMENTS, LP

CHALLENGES

=  ©Charles  Schulz  

CHANGING PERCEPTIONS

becomes

RESEARCH •  Industry-wide gap analysis to:

–  Understand what competitors in the space are doing –  Determine best channels for content marketing –  Evaluate WIKA’s website, social media and other

marketing efforts –  Devise a plan with KPIs, including macro and

microconversions

CREATING THE STORY

ENGAGING

RESULTS •  Keyword conversion up nearly 2000% •  Site visitors up 32% first year, 48% following

year •  RFQ conversion up 46% •  Social media audience engagement up 230% •  800 visitors to new blog

CONCLUSION •  Avoid boring •  Know your

audience •  Engage •  Measure •  Adjust

PRESENTER

•  Brice Bay - @bricejbay •  brice@enveritasgroup.com •  www.enveritasgroup.com

Arianna Huffington, President and Editor-in-Chief, Huffington Post Media Group

@AriannaHuff

We look forward to seeing you at the Museum of the City of New York