MBO15 Presentation: Shane Snow, Contently
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@ShaneSnow The Evolution of Media: How Technology & Content Can Impact a Brand & the Bottom Line
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Transcript of MBO15 Presentation: Shane Snow, Contently
@ShaneSnowThe Evolution of Media:
How Technology & Content Can Impact a Brand & the Bottom Line
X
Content marketingz
14
Great stories build relationships.z
Great stories make us care.z
Research
Storytelling can break down barriers to foster “compassion, tolerance, and respect for difference.”
z
“The activity of storytelling has an impact on participants' interpersonal relationships, empathy, and sense of connectedness.”
Researchz
We’re programmed for stories.z
29
Journalism Marketing
30
Building relationshipswith audiences
z
1,2 Demandmetric: http://www.demandmetric.com/content/content-marketing-infographic 3 ContentPlus: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/
Brand content works.
In 2014, companies spent a 100 bazillion dollars on content.
3Xmore leads
than traditional marketing2
70%of consumers prefer to
get to know a company via articles,
not ads3
62%less expensive than traditional
marketing1
z
(Google it!)
State of Content Marketing 2015
z
Talent + Printing press + Trucks
z
Talent + Printing press + Trucks Internet
z
35
Build audience Engage
Create
Optimize
CONTENT MATRIX
CONTENT MATRIX
Interests & values
Company & customers
Products & services
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
American Express OPEN Forum
z
AMEX OPEN FORUM
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
AmEx Small Business Saturdayz
AmEx Small Business Saturday
z
SMALL BUSINESS SATURDAY
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
Multimedia @ GE Reportsz
CONTENT MATRIX
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
Infographics @ Universal
z
UNIVERSAL INFOGRAPHICS
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
Corporate Communications
GAP Coca-Colaz
COCA-COLA JOURNEY
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
Telling products’ stories @ Groupon
z
GROUPON STORIES
Timely Seasonal Evergreen
Interests & values
Company & customers
Products & services
53
Build audience Engage
Create
Optimize
54
Build a better media worldz
55
How we use content + technology to grow our own
businessz
$700
$700
$700
10 days later
$700
$700
10 days later
2 days later
$700
$700
10 days later
2 days later
$900
$700
$700
10 days later
2 days later
Email from Sales
$900$350
Sales revenue: $41,000
Sales cost: $6,500
Sales ROI: 6.3x
Content revenue: $41,000
Content cost: $2,650
Content ROI: 15.5x
Mathsz
65
Compounding
effect Engage
Create
Optimize
“It is better to tell the truth.”
To build lasting relationships and make people truly care, we must
follow journalism’s #1 tenet: Don’t deceive.
71
Build audience Engage
Create
Optimize
They started helping people.z
Content marketing only works when you give.
z
