Post on 21-Mar-2020
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CONTENT
MARKETING
Enriching Lives
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The technique of creating and distributing
relevant and valuable content to attract, acquire,
and engage a targeted audience in order to drive
profitable customer action
Content Marketing
VALUE CREATION ENGINE
an exchange entered into willingly
by both brands and people
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A vehicle funded by and complementary to a brand’s
marketing strategy - communicating a brand’s image
in an original way that creates positive links between
the brand and the content
Branded Entertainment
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A form of paid media where the ad experience
follows the natural or native form and function of
the user experience where it’s placed.
Native Advertising
Co
nsu
mer
Com
mitm
ent
ENGAGE RELATE
Conversation
Reassure
Make Statement
Education
Brand Journey
Accelerated by Utility
Fuele
d b
y C
onte
nt
Trial
Purchase
TRANSACT
Visibility
Disruption
REACH
CONTENT MATRIX
Accelerated by Utility
Brand Journey
Fuel
ed b
y C
ont
ent
Co
nsu
me
r C
om
mit
men
t
Video
SEO
Text
Social Posts
Text
Leverage social/searchto maintain pressure Personalized +
immersive experiences
Drive repeat purchases, loyalty,
with intelligent targeting
DataVisualization
Video
How-To
ENGAGE RELATE TRANSACTREACH
Infographic
Events
InfluencerContent
Inspire with emotional stories
Disrupt and innovate to make a splash
DataVisualization
CONTENT & PURCHASE FUNNEL
Influencer
Data
Visual
SEO
HOW TO REACH
Social media influencers that have large audiences have unique connections to
your target and can excite them about the brand. Authenticity is key and allowing
the influencer to speak in their natural voice.
This helps audiences consume information in a visual format while enabling the
target to delve deeper to learn more in a quick interactive way. Very helpful for
more complex data points that may intersect and ability to be amplified and for
business-to-business marketers.
Optimizing each piece of content that’s created is a crucial way to reach targets
that are looking for products and services from your industry.
HOW TO ENGAGE
Infographics
Data
Visualization
Video
Consumers want information synthesized in a quick visual format. More engaging
than text and more likely to be understood and shared.
This helps audiences consume information in a visual format while enabling the target
to delve deeper to learn more in a quick interactive way. Very helpful for more
complex data points that may intersect and ability to be amplified.
Storytelling is the best way to engage an audience. Exclusive/unique video is a
powerful way to disrupt and break through.
Events
Video
HOW TO RELATE
While events focus on small segments of the target audience, the key to lasting
success is to strategically document the content being created so that it becomes
amplified. Then it can be strategically distributed to reach the correct target.
Some older demographics share content often via email. Content that is
extremely timely is key on this platform for all target segments.
Making an emotional connection helps to build a relationship with an audience.
Videos that are most relevant to the sector and audience work best.
Quartz Insight Global Executive Study 2014
How-To
Text
Events
HOW TO TRANSACT
The specificity of how-to content helps answer the target audiences specific
questions and concerns before committing to the product.
The right text pieces in the correct context can help the target to transact by
answering lingering questions and being a final persuasive push to trial.
While events focus on small segments of the target audience, the key to lasting
success is to strategically document the content being created so that it becomes
amplified. Then it can be strategically distributed to reach the correct target
Your customers are
commentators, experts,
content programmers,
creators, and distributors
“We need to
stop interrupting what
people are interested
in and be what people
are interested in.”
Craig Davis, former Chief Creative Officer, J. Walter Thompson
Meaningful content earns the right to get
attention and helps build authentic relationships
Content builds
relationships.
Relationships are
built on trust.
Trust drives
revenue.
LINCOLN AND TEXT STORYTELLING
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IntelliResponse has seen lifts in traffic, lead generation and social media followers since embracing a content marketing strategy and using infographics of case studies.
Results include:400% increase in site traffic in past 2 years
100% increase in leads generated in past year
Top 10 strategic keywords ranked organically on the first page of Google search results
1,000% increase in social media followers
35% of monthly leads generated from paid ads promoting infographic and white paper content up from 5% two years ago
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BRANDS THAT TELL THE
BEST STORIES WIN
Stories are Data With a Soul
Storytelling is fundamental to who we are as
we understand the world through stories. It helps
create a bond with your audience whether you’re
writing or presenting information
Every story has:
Structure – start, middle, end
Hook – something that’s compelling has a purpose
Conflict/Resolution –plot or story arch
To make it compelling:
- Details help make your point vivid
- Characters – give your story empathy and help humanize
- Have a strong introduction
- Write for people – have a human connection
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STORYTELLING TYPES
Overcoming Monster – Chipotle
Rebirth – Gareth Thomas
Quest – American Express
Journey & Return – Ultra Beauty
Rags to Riches – Axe Deodorant
Tragedy – Not Great for Brands
Comedy – Diapers7.
6.
5.
4.
3.
2.
1.
QUEST – AMERICAN EXPRESS
THE BEST APPROACH TO CONTENT
STRATEGIZE
BUILD
COMMUNICATE
ACHIEVE
MEASURE
EVOLVE
Set lasting content strategy
Create relationships before you make the ask
Engage in ongoing dialogue
Use platforms, campaigns, creative to meet client goals
Analyze results and take action
Experiment with platforms and technology to tell stories
CONTENT STRATEGY QUESTIONS
WHAT DOES THE BRAND DO BETTER THAN ANYONE?
WHAT WILL THE TARGET COME TO THE BRAND FOR?
DOES THE STRATEGY SUPPORT KEY BRAND GOALS?
DOES IT HELP THE TARGET IN SOME WAY?
CONTENT WORKS BEST FOR BRANDS WHEN IT’S A COMMITTMENT
Hub Content – fresh perspective on
Hygiene Content – audience actively
searching for, 365-day-relevant, pull
content (tutorials/how-to)
audience passion points developed on
regular basis
Hero Content – Tent pole, a few times
annually (product launch, industry events)
MAKING PEOPLE WANT THINGS
THE THING YOU DO
PERSUADE PEOPLE TO BUY
MAKING THINGS PEOPLE WANT
STORIES OF WHAT YOU’VE DONE
DEMONSTRATE YOUR PURPOSE
FROM
ADVERTISING
TO
CONTENT
THIS SHIFTS OUR APPROACH
Buying your attention
Placing messages
Planning campaigns
Reaching audiences frequently
Winning attention with content
Conversing with content
Keeping relationships fresh
Going deep through content
FROM TO
Pieces of content shared daily
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1.Stand: Dabbling and may have
infrequent blog
2. Stretch: Begins building strategy, assigns
advocate, and focuses on one-two channels
3. Walk: Move to multi platforms. Processes
and teams formalized and ability to scale
is emerging
4. Jog: A serious commitment and content
marketing culture, in it for the long haul
and working on channel integration
5. Run: Brand becomes a bona fide
media company even monetizing
innovative and highly polished content.
Possible full standalone unit
CONTENT MARKETING STAGES
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CONTENT STARTS WITH
WHAT THE AUDIENCE
WANTS TO HEAR
YOU MUST START WITH CLEARLY IDENTIFIABLE BUSINESS GOALS
TO KNOW IF CONTENT MARKETING WORKS
Content Marketing ROI
Build a Business Case:
-Do you know the ROI of your other marketing
investments?
-How well are you measuring effectiveness? Compare.
- Stop doing things can’t be measured or have zero results
Use Metrics that Matter:
-No Vanity Metrics
-What is the goal?
-What are business results?
You should be reaching, converting, engaging people
Content ROI
Track conversions by following the pathways
between content channels and points of conversion
Content ROI
Each piece of content can be a building
block:
- Initial impressions
- Informative research
- Building trust- Igniting purchase decisions
Measure Brand Lift- The impact that content had on readers through a one question survey- Can use a survey provider like Vizu- Starts customers on the journey to purchase
CONTENT ROI
Content ROI
Engaged Time Starts Customers on Purchase
Journey
- Time spent scrolling, highlighting, clicking
- Direct relationship between engaged time
and likelihood reader will return
Repeat Visits Increase Brand Lift
- Demonstrates relationship building
- Correlation between time exposed to brandedand brand recall
7 STEPS TO CONTENT MARKETING SUCCESS
1. KNOW YOUR AUDIENCE
2. DEVELOP A STRATEGY
3. ALIGN WITH GOALS
4. THINK LIKE A JOURNALIST
5. TAP INTO CULTURAL MOMENTS
6. RIGHT CONTENT FOR PLATFORM
7. STRATEGIC DISTRIBUTION
LOWES FIX IN SIX1. KNOW YOUR AUDIENCE
LOWE’S FIX IN SIX
2. DEVELOP A
STRATEGY
A source of inspiration about the artisan food movement:
- Ethical and sustainable- Based in craft, community,
and tradition - Hands-on quality control- Employee health and respect
3. ALIGN WITH GOALS
4. THINK LIKE A JOURNALIST
THE RED BULLETIN
5. TAP INTO CULTURAL MOMENTS
“Power Out? No problem,
You can still dunk in the
dark,” Oreo Twitter post
during Super Bowl 2013:
- 15,000 retweets almost
immediately
- 20,000 Facebook likes
- Cannes Lions Award
and over a dozen more
REAL-TIME, CULTURALLY RELEVANT CONTENT
ARBY’S HAT TRICK
“Hey @Pharrell, can we
have our hat back?
#GRAMMY’s”
- 213M social
impressions
- 135K social mentions
- 84M impressions
- 83K retweets
- 49K favorites
- 421 media
placements
- 6k new followers
6. RIGHT CONTENT, RIGHT PLATFORM
CHARMIN’S SIT OR SQUAT APP
800M media impressions
Over one million downloads
LANA DEL REY TUMBLR
7. STRATEGIC DISTRIBUTION
THE VOLVO SPLIT
Cost
- $3-4M to create
- Media 8-Million views
- Spent $5-Million media
Results
- Increased sales 31%
- Generated $170M
revenue
- 815K Facebook shares
- 60M YT views
- 68K Tweets
- 2nd most viewed auto
campaign ever
Survey Results Viewed
Video
- Half more likely choose
Volvo
- Third visited site or
dealer
- Positive impact on
perception
THE SECRET SAUCE
TELL THE VERY BEST STORY
IN THE MOST ORIGINAL WAY POSSIBLE
ON A PLATFORM THAT MAKES IT SHINE THE BRIGHTEST