Content Marketing - From the Digital Marketing Show Nov 2014
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Transcript of Content Marketing - From the Digital Marketing Show Nov 2014
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A holistic approach to content marketing
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Howard Scott Digital Transformation, Brand & Marketing Strategist/Consultant
@Howard_Scott
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#3
P.O.C.
#2
CONTENT TRENDS
#1
CONTENT IS NEW?
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MANTRA
As marketers we want people to do three things: - Notice our brands - Relate to our brands - Act on our messages
The
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MANTRA
Get the right content to the right person, in the right location, at the right time.
The
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CONTENT
Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything? Econsultancy B2B Trends Brief 2014
What Is
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CONTENT IS EVERYTHING
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COMPLICATED It’s
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Four key content trends driving 2014+
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Trend #1
PERSONALISATION
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2013 – the year we all went mobile
Personalisation
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2014 – the year the ‘selfie’ hit mainstream
Personalisation
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Savvy brands are already placing their consumer at the heart of their communications
Coca Cola ‘Share a Coke’ Coca Cola ‘Christmas 2014’
Personalisation
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78% of consumers feel that brands that create unique and personalised content are more interested in building a relationship with them
Google Think October 2014.
Personalisation
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Trend #2
COLLABORATIVE
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50% of Millennials refer to themselves as ‘foodies’ - BBDO Millennial Food Study
Collaborative economy
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Airbnb and Uber offer a new service model for business
Airbnb Uber
Collaborative economy
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Feastly – Airbnb for Dinner
Feastly homepage.
Collaborative economy
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Trend #3
LOCATION
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#lookup campaign from British Airways.
Exciting new opportunities are becoming possible by using time & location.
Time & Location
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Brands trial iBeacon technology
Duane Reed iOS app Carrefour
Time & Location
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Making your content relevant to what people want at a specific time or location is really smart
Push for Hunger fridge magnet from Red Tomato Pizza.
Time & Location
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Trend #4
EXPERIENCE OVER DATA
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
P&G Interactive Infographic
Data
Information
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Utility
Nearest Coffee app from Illy.
Data
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Starbucks ‘Tweet a Coffee’ Budweiser Buds for Buds
Data
Monetary
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Xbox Live, Netflix
Data
Entertainment
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YOU NEED A PLAN WHEN IT’S THIS CRAZY
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A plan ...plans require a why, who, what, where, how and when.
Content strategy is about figuring out the best way for content
to help you accomplish something.
A business objec<ve ...which is SMART.
What exactly is content?
DEFINITION A
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Customer
CRM
Content Mix
Where
Digital Physical
Research Insights
Keywords Paid Owned Borrowed Network
Messaging
Corporate Stakeholders Value
Exis<ng
Subjects
Who & What
Search Insights
Measurement Framework
Objec<ves Why
Social Media Monitoring Insights
Governance
Real-‐<me
Re-‐purpose Calendar Create Format
Budget
People
How & When
Processes
Shelf-‐life
Tone of Voice
PlaRorms
TwiSer Pinterest
Broadcast A/B Tes<ng Recommenda<ons
Outreach Targets Media Rela<ons
THE PLAN Building
Decision Brand Marcom Ac<vi<es Making Criteria
Rela<onship Stage
Personas Customer Exclusive
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Why
A Stages 1 & 2
Where does a content strategy fit within a broader strategic context. Why do we need a Content Strategy.
Design Audience Rela<onship Journey Frameworks for Explorer Families and Independent Adults.
Stages 5 & 6
Capture a comprehensive view on what content is currently being used.
Who, What and Where
B Stages 3 & 4
How and When
C Stage 7
Analyse the completed Audience Rela<onship Journeys to iden<fy how the current ac<vi<es need to change. (Start, Stop, Con<nue). Next Stages – Not scoped
Revise all ac<vi<es with due considera<on to measurement, budgets and capabili<es,
Capability D Stage 8+
Capability gap analysis and development.
Looking at areas such as resources, skills & experience, organisa<onal design, processes, systems, infrastructure, culture and behaviors.
Agree SMART objec<ves and the strategy.
Agree this project scope, process and deliverables.
CONTENT What Is
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RESULTS The
• More Agile • Improved customer insight • More responsive • Clearer ‘truth’ of customer
needs • Better forecasting of
requirements • More pro-activity DAM Up To Eleven White Paper, Northplains, 2014
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CHALLENGE The
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D E A C B F
X W Z Y
Customer’s Needs
Brand’s Needs
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Introducing our
CONSUMER JOURNEY FRAMEWORK
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PROGRAMMATIC MEDIA
Programmatic media buying for the new brand launch
Programmatic social media buying for marketing campaigns
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Social Sampling
OUTREACH
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Blogger Events
OUTREACH
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RESULTS
+227% increase total page reach
Key
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RESULTS
+158% Facebook post reach
Key
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RESULTS
+337% increase community engagement
Key
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Thank you @howard_scott @headstream