Content as strategy: creating value throughout the consumer’s journey
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Content as strategy: creating value throughout the consumer’s journey Sergios Dimitriadis PhD, Associate Professor Athens University of Economics and Business Marketing & Communication department Keynote speech, ICOM World Management Conference Athens, April 28 th , 2014
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Content is King and a King is a strategist! Digital Content is strategy because it creates customer value that leads to engagement, loyalty and differentiation. How can a publisher identify, create and manage the pieces of content that will build the strategic customer value puzzle? Understanding the consumer’s journey – the steps and means used through the buying process is the right tool to do so.
Transcript of Content as strategy: creating value throughout the consumer’s journey
Content as strategy: creating value throughout
the consumer’s journey
Sergios DimitriadisPhD, Associate Professor
Athens University of Economics and BusinessMarketing & Communication department
Keynote speech, ICOM World Management Conference Athens, April 28th, 2014
Content: why?promote: tell, show, offer… to convince,
influence, make buy
create distinctive brand positioning
I talk about me
(the brand)
mass media, one-way, persuasive,heavy advertising
but…
I talk about me
(the brand)
people care little about you
people’s attention is limited
their willingness to engage is limited
do not consider you very trustworthy
their time is limited their time is precious
want to talk, not just listen
are suspicious
are demanding
are sensitive to issues like business ethics, transparency, privacy, sustainability
get overwhelmed
talk about things people care,of interest, of value to them
so…
I talk about me
(the brand)
people care about…practical issues of their life
their hobbies, activities, causes
their social lifetheir professional life
friends, family
health, food, …
themselves
talk about things people care, of interest, of value to them
so… content!
I talk about me
(the brand)
attention, imagination, willingness to read/watch, talk about, because …
it is relevant, useful, original
inspire, provoke people’s …
talk about things people care, of interest, of value to them
content and native advertising
I talk about me
(the brand)
content in the context of user’s experience,
nati
ve a
d
value enhancing
welcome, attraction NOT distraction
talk about things people care, of interest, of value to them
so… content is strategy
I talk about me
(the brand)
a long term choice
a shift in the way the brand relates to the audience
strategic because……
consistency over time, relevance, media, formats, KPIs
re-allocation of resources
Dove real beauty & self-esteemhttp://www.dove.us/Our-Mission/Girls-Self-Esteem/Vision/default.aspx
Dove real beauty & self-esteemhttp://realbeautysketches.dove.com/
talk about things people care, of interest, of value to them
content
I talk about me
(the brand)
content in the context of user’s experience emotions, perceptions,
physical & psychological responsesbefore-during-after use
How to: the consumer’s journey
need usechooseinfo seeking
post behavior
buy
post evaluation
• needs arise all along the process• constant back-and-forth• use of all kind of information• use of all kinds of media
problem solving content
the typical buying process
but…
How to: the consumer’s journey
need
info
choice
buyuse
post evalua-
tion
post behavior
How to: the consumer’s journey
need
info
choice
buyuse
post evalua-
tion
post behavior
recognize implicit- explicit needs,
self-diagnosisWHY?
locate info, understand,
learn, try, ask, get confident,
interact, socialize
WHICH ONE?
access, locate
channel, negotiate, order, pay,
get, socializeWHERE?
understand, educate, combine,
experience, benefitHOW?
express, share, interact,
belong, get recognized
WHAT’s NEXT?
How to: the consumer’s journey
need
info
choice
buyuse
post evalua-
tion
post behavior
content
A view of a physician’s journeyGet his degree
Get a position/ find patients/ have an office
Make diagnosis
Give treatment
Follow up patients
Do research/publish / get promotion get known, get equipment,
create/promote prof profile, his own marketing/reputation…
methods, tools, exams, other doctors, info about disease, medical data, get patient’s collaboration, …
medical data, info about drugs, prescription process & info, convince patient, explain, motivate, support, create compliance, …
need for data, conferences, panels, promote prof profile, his own marketing /reputation, …
data, assessment, exams, tools, files/records, maintain compliance, motivate, support, contact/communication with the patient, …
study, pass exams, get experience, link with doctors, …
The consumer’s journey: using…
need
info
choice
buyuse
post evalua-
tion
post behavior
The consumer’s journey: using…
need
info
choice
buyuse
post evalua-
tion
post behavior
content
Content creation & management
• WHAT
• WHEN
• HOW/WHERE
• WHO the publisherthe userthe agency
form: text, image, video, podcastmedia: desktop, tablet, smartphone, TV, print, in-store, …
step of consumer’s journey
inform, explain, educate, support, entertain, help express, reward, recognize, connect, …
consumer’s need, problem, interest
happy to share points of view on
Sergios Dimitriadis
