#IRCE17 @QuinnTempest @MPShady

Drafting a Content Marketing Strategy + Measuring the Results

Presented by:

Quinn TempestDirector of MarketingVertical Measures

Mike ShadySenior Director, Web Operations Process

Home Depot

#IRCE17 @QuinnTempest @MPShady

What is Content Marketing?

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Consumers want information

93%

81% of shoppers research their product online

93% of all consumers use search prior to making a purchase

81%

Source: GroupM + GE Shopper Research

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Documenting your strategy is key

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Why are you creating content?

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Three-Legged Stool

TAXONOMYREFRESH

Product Authority§ Connect Products and Services to

Customer Needs§ Connect Product to Shelf, Site and

Customer

§ Connect Associates to Customer Needs

§ Connect Experience: Store to Online, Online to Store

§ Innovate our Business Model and Value Chain

Customer Experience

Interconnecting Retail

Capital Allocations Driven By Productivity and Efficiency

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What do you want your content to do?

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Goals

Up-sellingShoppingJourney

BUY NOW

CustomerExperience

Conversion

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Who will your content speak to?

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How are your competitors using content?

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#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

What types of content can you create?

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Photography Videography Copy Editing Rich Content

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Engaging, high-quality product content builds Home Depot’s product authority

OPTIMIZED

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How will you amplify your content?

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Digital & Interconnected Marketing

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What resources can you use?

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Interconnected Retail

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How will you measure success?

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US

Enriching Grills Results

4SOV increasedfrom 23% to 25%

4+16.5 BPS lift in Conversion

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US

Maintain Momentum4One of the largest

US ecommerce sites

4Ranked #1 among big box retailers in the L2 Digital IQ Index, 3 years in a row

Online sales continued double-digit growth in 2016

#IRCE17 @QuinnTempest @MPShady

#IRCE17 @QuinnTempest @MPShady

QuinnT@verticalmeasures.comMichael_Shady@homedepot.com

Let’s Connect!

Download the strategy templatehttp://vert.ms/cms-template