People Focused Content Strategy

#SMWContent

Baron Manett @bstatJason Dojc @jdojcSandy Marshall @marshallsandy

Ariad @ariadcommSecond City @SecondCityBiz

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Baron ManettSVP, Strategy@bstat

Jason DojcSenior Digital Strategist@jdojc

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Social Content

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Social Content

5

Let’s do social media marketing?

What about [insert new platform marketing

manager’s kid is on]?

“Content is King” (Allegedly coined by Bill Gates in 1996 or Sumner Redstone earlier)

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ty

Time

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19001904

1951

1986

2010

2013

@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent7

27 millionpieces of new content shared every day

Source: AOL and Nielsen 2012

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9 in 10organizations market with content

Source: Content Marketing Institute

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78%of CMOs think custom content is the future of marketing

Source: eConsultancy

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86% of B2C marketers use content marketing

91% of B2B marketers use content marketing

Source: eMarketer

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Time

We need to do content marketing!!!

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Content ≠ Copy

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Content ≠ Media

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Content ≠ Messaging

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stuff

Content is the you talk about.

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The SubstanceWhat your brand does

and EssenceHow you help your consumer

CONTENT IS...

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Content + Social

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It starts with the customer and their journey

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Let’s consider… First time homebuyers

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#1 Map your current understanding.

#2 Insights from the front line.

#3 Add customer research.

#4 Map multi-channel journey.

#5 Identify content opportunities

#6 Content strategy, plan, execution.

21@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent

First time homebuyers

Attracted to rate

or offer.

Gets pre-approved.

Buys house.

Closes mortgage based on approved

rate.

Visits web site for

rates and calculator.

22@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent

First time homebuyers

Attracted to rate

or offer.

Gets pre-approved.

Buys house.

Closes mortgage based on approved

rate.

Visits web site for

rates and calculator.

Visits branch

first.

Doesn’t use

calculators

yet.

Rates used to create short

list of 3 possible lenders.

Visits branch after finding

house – need more money.

Uses calculators

once house

shopping starts.

Visits web site to learn about

types of mortgages.

Buys on

features not

rates.

23@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent

First time homebuyers

Attracted to rate or

offer.

Gets pre-approved.

Buys house.

Closes mortgage based on approved

rate.

Visits web site for

rates and calculator.

Visits branch

first.

Doesn’t use

calculators

yet.

Rates used to create short

list of 3 possible lenders.

Visits branch after finding

house – need more money.

Uses calculators

once house

shopping starts.

Visits web site to learn about

types of mortgages.

Buys on

features not

rates.First Time Homebuyer

TARGET CUSTOMER PROFILE*

• Ages: 24 – 35• Income: + $60,000 HH

• 50% Post-secondary degree

• 80% own cars• 75% own smartphones

• Expensive taste in real estate

• Find banks intimidating

• Expect to be turned down

• Not brand loyal• Shop online monthly

*for illustration purposes only

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First time homebuyers

START HOME SEARCH

GET PRE APPROV.

HOME SEARCH

REQUEST HIGHER AMOUNT

EDUCATE RE HOME BUYING

FIND DREAM HOUSE

EVALUATE OPTIONS

BUY HOUSE

CLOSE MORT-GAGE

IN BRANCH

OUT OF HOME

WEB SITE

REALTOR OFFICE

AT HOME

CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER

25@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent

First time homebuyers

START HOME SEARCH

GET PRE APPROV.

HOME SEARCH

REQUEST HIGHER AMOUNT

EDUCATE RE HOME BUYING

FIND DREAM HOUSE

EVALUATE OPTIONS

BUY HOUSE

CLOSE MORT-GAGE

IN BRANCH

OUT OF HOME

WEB SITE

REALTOR OFFICE

AT HOME

CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER

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?? ??

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??

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Our young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing.

As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and advice move from the general to the specific – “does my income, with this mortgage, allow me to buy this home?

During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline.In the end, the mortgage that has the right features (not the lowest rate) will win them over.

First time homebuyers

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35

So how does this work?

cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/

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The Holy Grail

is the RIGHT CONTENTin the RIGHT PLACEat the RIGHT TIME

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OUTCopy

Campaigns

Launch

Messaging

Repurpose

Channels

Commodity

Let’s change our mindset

INContent

Programs

Longevity

Engagement

Nimble

Journeys

Asset

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Real marketing power of content comes when you focus not on helping the seller sell, but helping the buyer buy.

Mark Michaud@MichaudMark

Thank you.

ariad.ca/ideasariad.ca@ariadcomm

Baron Manett @bstatJason Dojc @jdojc