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