The Performance Content Framework
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Transcript of The Performance Content Framework
The Performance Content FrameworkJames Marlowe & Shaun Myandee
• Defining demand across the key points in the user journey
UNDERSTANDING YOUR AUDIENCE
• The value and role of platforms across the key digital touchpoints with your brand
UNDERSTANDING YOUR ECOSYSTEM
• How to measure effectiveness when traditional metrics are no longer a true reflection of performance
UNDERSTANDING PERFORMANCE
INTRODUCTION
Understanding Your AudienceDefining demand across the key points in the user journey
THE CX LOOP
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
THREE KEY TOUCHPOINTS IN THE PURCHASE JOURNEY
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - UNDERSTAND
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
What are the wider needs of our audience that our products/offering relate to?
How can we add substance to our brand message in our owned content?
• Demographic data• Industry data• Thematic analysis• Social listening• Competitor content
UNDERSTAND
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - UNDERSTAND
Lifestyle content focus
Influenced by life stage
Influenced by model
UNDERSTAND
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - CONSIDER
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
CONSIDER
What content do people want before making the decision to go on to purchase?
What functional questions are people asking related to your offering?
• Product information• Customer Profiles• Acquisition activity• In-house expertise• Competitor content
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - CONSIDER
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
CONSIDER
Style and lookbook and influencer content is key to driving product engagement
More people search for [what is an isa] than for [stocks and shares isa]
Model features and stats are key – Model configurators are the ideal content format
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
BUY
What are your highest value search terms in terms of volume and conversion?
• High intent queries• Business priorities• Search activity• Stores & call centres• Competitor content
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
BUY
[car insurance] has 4x as many searches as the closest relevant keyword
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
BUY
Are you providing users with the content they need at point of sale?
How well optimised are your conversion touchpoints?
• Industry research• Conversion & UX data• Heatmapping• Competitor Analysis
[car insurance] has 4x as many searches as the closest relevant keyword
UNDER-STAND
THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
BUY
Video and high-res imagery that work across device are key to final conversion
Location tools and simple submission hugely encourage test drive bookings
[car insurance] has 4x as many searches as the closest relevant keyword
ANALYSING THESE TOUCHPOINTS ACROSS A HIGH CONSIDERATION BRAND
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
UNDER-STAND
SONOS – UNDERSTAND AND ENGAGE THE AUDIENCES’ WIDER INTERESTS
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
Assets form foundation of digital PR and content marketing activity
All marketing activity should drive engagement for owned assets
Volume as big as the related interests of target audience & the reach of brand
UNDERSTAND
UNDER-STAND
SONOS – HIGH CONSIDERATION; ANSWERING KEY QUESTIONS IS VITAL
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
CONSIDER
Qualitative review type interest:625,00 searches/month
Quantitative feature type interest:535,00 searches/month
Total feature/quality research:
1.16M searches/month
“What are the latest and best home audio options for me?”
UNDER-STAND
SONOS – HIGHEST VOLUME AT BUY STAGE MEANING SEARCH AND CRO ARE VITAL
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
BUY
Core product related generics interest:695,000 searches/month
Brand & product model interest:440,000 searches/month
Competitor brand and product interest:715,000 searches/month
Total Brand & Product research interest:
1.85M searches/month
“I want a wireless speaker system, but which one?”
SIGNIFICANT VOLUMES AT EACH STAGE
1.16Msearches/month
“What are the latest and best home audio options for me?”
1.85Msearches/month
“I want a wireless speaker system, but which one?”
45Mreach/core topics
“What are the wider audience needs and where can we play?”
UNDERSTAND CONSIDER BUY
WITH A CLEAR HIERARCHY OF FOCUS REQUIRED
26%value potential
“What are the latest and best home audio options for me?”
58%value potential
“I want a wireless speaker system, but which one?”
16%value potential
“What are the wider audience needs and where can we play?”
UNDERSTAND CONSIDER BUY
£0.26 page value (average to all ‘product’ pages)
£0.12 page value(average to all ‘what is’ pages)
£0.002 value per engagement(non-product content)
UNDER-STAND
THERE IS A 4TH KEY TOUCHPOINT THAT NEEDS REAL CONSIDERATION
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
ENJOY
UNDER-STAND
AND MULTIPLE CHANNELS AND PLATFORMS TO HELP CLOSE OFF THE CX LOOP
WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY?
ENJOY
Understanding Your EcosystemThe value and role of platforms across the key digital touchpoints with your brand
DIFFERENT PLATFORMS PRIORITIES AT EACH STAGE IN JOURNEY
Apps
Marketplaces
CONSIDER BUY ENJOY
Website
Social
Video Platforms
Partners
UNDERSTAND
SONOS – MULTI FORMAT ON-SITE CONTENT TARGETING CORE AUDIENCE INTERESTS
Apps
Marketplaces
Website
Social
Video Platforms
Partners
Music & Culture – Leverage influencers and experiential Sonos Studios
Music & Culture Entertaining Sports Home DesignAudio Tech
UNDERSTAND
SONOS – SOCIAL IS A KEY TRAFFIC DRIVER
Apps
Marketplaces
Website
Social
Video Platforms
Partners
Music & Culture – Leverage influencers and experiential Sonos Studios
Provide window to website content plus reactive focus on key social interests
Music & Culture Entertaining Sports Home DesignAudio Tech
UNDERSTAND
SONOS – VIDEO PLATFORMS OFFER THE BEST OPPORTUNITY
Apps
Marketplaces
Website
Social
Video Platforms
Partners
Cultural and musical - using influencers and Sonos Studios
Provide window to website content plus reactive focus on key social interests
Studios footage, home experiences & audio technology/behind the scenes
Music & Culture Entertaining Sports Home DesignAudio Tech
UNDERSTAND
SONOS – LEVERAGE PARTNER AUDIENCES TO DRIVE PRODUCT AWARENESS
Apps
Marketplaces
UNDER-STAND
Website
Social
Video Platforms
Partners
Music & Culture – Leverage influencers and experiential Sonos Studios
Provide window to website content plus reactive focus on key social interests
Studios footage, home experiences & audio technology/behind the scenes
Strategic partnerships to drive awareness & engagement for owned content
Music & Culture Entertaining Sports DesignAudio Tech
SONOS – CLEAR ROLE AND NEED FOR ALL CHANNELS AT CONSIDERATION
Apps
Marketplaces
CONSIDER
Website
Social
Video Platforms
Partners
Engaging product selection content to match product to need
“What are the latest and best home audio options for me?”
Qualitative Review
625ksearches/month
Quantitative Feature
535k searches/month
1.16Mtotal searches/month
Persona-based visual content e.g busy traveller, home audiophile etc.
Behind the scenes R&D content with engineers, designers etc.
Playlist Creation/Curation community open to customers and non-customers
Presence with brand-owned stores on key marketplaces
Working with key influencers, celeb endorsements & specialist publications
SONOS – FEATURE DETAILS AND SOCIAL PROOF MUST BE PRESENT
Apps
Marketplaces
BUY
Website
Social
Video Platforms
Partners
“What are the latest and best home audio options for me?”
Core Product Generics
695ksearches/month
Quantitative Feature
535ksearches/month
1.85Mtotal searches/month
Detailed product specifications, 3rd party review and testimonial data
Expanded app features to promote playlist playback via partners
Encouraging genuine user reviews through in-pack incentives
Comp. brand & product
535ksearches/month
SONOS – REDUCE PAIN OF PAYMENT AS MUCH AS POSSIBLE
Apps
Marketplaces
ENJOY
Website
Social
Video Platforms
Partners
Optimising Payment Process – 55% leave due to lack of preferred payment
Funnel Optimisation
Mobile & AppsPost-Purchase
ContentClosed Ecosystem
SONOS – CONTINUED ENGAGEMENT TO ENCOURAGE ADDITIOANL PURCHASE
Apps
Marketplaces
ENJOY
Website
Social
Video Platforms
Partners
Align product ecosystem to user needs – Customer Service & Brand Content
Funnel Optimisation
Mobile & AppsPost-Purchase
ContentClosed Ecosystem
Optimising Payment Process – 55% leave due to lack of preferred payment
SONOS – IMPROVE BRAND AFFINITY BY FULFILLING ONGOING TECH NEED
Apps
Marketplaces
ENJOY
Website
Social
Video Platforms
Partners
Align product ecosystem to changing user needs with Content and Service
Funnel Optimisation
Mobile & AppsPost-Purchase
ContentClosed Ecosystem
Optimising Payment Process – 55% leave due to lack of preferred payment
Branded Content to further align product ecosystem to user needs
SONOS – BETTER UTILISE CLOSED ECOSYSTEMS
Apps
Marketplaces
ENJOY
Website
Social
Video Platforms
Partners
Align product ecosystem to changing user needs with Content and Service
Funnel Optimisation
Mobile & AppsPost-Purchase
ContentClosed Ecosystem
Optimising Payment Process – 55% leave due to lack of preferred payment
Branded Content to further align product ecosystem to user needs
Using curated app content to increase customer platform investment
Understanding PerformanceHow to measure effectiveness when traditional metrics are no longer a true reflection
of performance
KEY METRICS TO ANALYSE NOW
Page ViewsBounce Rate
Pages per Visit
“What are the latest and best home audio options for me?”
Conversion DataAOV
Traffic & Funnel Data
“I want a wireless speaker system, but which one?”
LinksShares
CoveragePartnership exposure
“What are the wider audience needs and where can we play?”
UNDERSTAND CONSIDER BUY
£0.26 page value (average to all ‘product’ pages)
£0.12 page value(average to all ‘what is’ pages)
£0.002 value per engagement(non-product content)
Apply weightings based on business priority and market size at each stage
KEY TAKEAWAYS
‒ Understand intent at every stage
‒ Needs can differ at a product level
‒ No touchpoint in isolation
‒ Website remains your key owned asset and platform for engagement
‒ Not all platforms have a role and all serve different purposes
‒ External partners provide a fantastic opportunity if properly leveraged
‒ Measurement in this new world requires a change in thinking
‒ Set content objectives at a platform and journey stage level
‒ Think in terms of journey, not purchcase
AUDIENCE ECOSYSTEM PERFORMANCE