Content Chaos: Navigating the Path to Engagement - Monday 23rd March
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Transcript of Content Chaos: Navigating the Path to Engagement - Monday 23rd March
Wifi Network: Gansevoort Park
Password: thecontentcouncil
WELCOMEAndy Seibert, Chairman, The Content Council
CONTENT AS AUTHENTIC
STORYTELLING
CONTENT AS AUTHENTIC STORYTELLING
Liz Kaplow
President and CEO, Kaplow
@LizKaplow
Dyllan McGee
Founder, MAKERS
@DyllanMcGee
THE AGE OF
THE INTERNET STAR
THE AGE OF THE INTERNET STAR
Kimberly Coleman
@Mominthecity
Amber Lee
@ALittleCriminal
Shanna Malcolm
@ShannaMalcolm
Karen Robinovitz
@KarenRobinovitz
Kevin McGurn
@kjmcgurn
ELLE Canada #SHOPYOURMOOD
Jacqueline Loch, VP & Group Publisher, TC Media
performing in the new age of media
consumption…
consumer expectation is what they want,
when + how they want to consume it…
advertiser expectation is engagement
and maximum ROI
over 50% of our digital content is consumed
via mobile platform: smartphone or tablet
over 40% of our digital content
is accessed via a social media platform
so where does a traditional print magazine fit in?
publishing is a verb not a media platform
how about starting with what we do best…
with great editorial content integrations…
…branded content on steroids
Canada’s first ever…
shoppable videos
EDITORIAL
ECOMMERCE
VIDEOMAGAZINE
DIGITAL SOCIAL MEDIA
PR
CONTEST
EVENTS
YOU TUBE
total audience engagement story
across all platforms + all media:
earned, owned + paid
customer experience
customer education
magazine as a storefront
branded content
smart + authoritative
alignment of two brands
new-ness, buzz + cool factor
Over-performed on all KPIs:
• Video views: over 75K
• Time spent: 72% watching entire video
• Average time spent on the channel: 1:18 mins
• Social media: #SHOPYOURMOOD hashtag generated over
2.8 million media impressions
• 30K e-push notices sent; open rate 77.6% and the CTR of
11.93%
• Earned media/PR
• Contest entry
• ROI
RESULTS:
THE CONTENT COUNCIL
RESEARCH UNVEILED
THE CONTENT COUNCIL RESEARCH
Georgia
Galanoudis
@Imprint_Georgia
David Brown
@MXMTweetsAlexa Christon
@achriston
Linda Descano
@LindaDescanoMichael Sebastian
@msebastian
RESEARCH METHODOLOGY
Online survey conducted by Advertising Age with Advantage Business Research.
• Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation.
Survey dates: December 5, 2014 to December 12, 2014.
Findings based on 448 total qualified respondents who completed the full survey.
• Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.
PROFILE OF RESPONDENTS
35%MARKETERS
17%MEDIA
48%AGENCIES
Head of Business,
C-Level, SVP, VP, GM,
Managing Director
47% 33% 20%Marketing/Advertising
Directors & Managers
Content/Creative
Directors, Account/Media
Supervisors & Managers
SURVEY SAMPLE: COMPANY SIZE
37%
29%
14%
20%
Estimated Revenue
Less than $5million
$5 million to lessthan $50 million
$50 million to lessthan $500 million
$500 million orMore
40%
28%
21%
11%
Number of Employees
Less than 50
50-499
500-4,999
5,000+
Average: $218,273,684 Average: 1,328 employees
GEOGRAPHIC REGION
NORTH-EAST
35.0%
MIDWEST23.0%WEST
19.4%
SOUTH22.5%
MARKETS THEY SERVE
“Content marketing is the discipline of
creating content, on behalf of a brand,
designed with the specific strategy of
influencing consumer behavior in order
to drive quantifiable profitable results.”
HOW TO DEFINE CONTENT MARKETING
COMMITMENT TO CONTENT MARKETING
Commitment will be two
years from now
Commitment currently
Commitment was two
years ago
“Very/extremely strong”
8–10 Ratings
T O T A LR ESPOND ENTS
18%
40%
76%76%
BUDGETS FOR CONTENT MARKETING
12.6%
23.3%
33.1%
TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW
$9.4M $12.1M$18.4M
ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE
DOLLARS
EFFECTS OF NEW DIGITAL
MEASUREMENTSAREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO
DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS
40%
51%
54%
60%
66%MEASUREMENT/ANALYTICS
STRATEGY
CONTENT
DEVELOPMENT/PRODUCTION
TECHNOLOGY (CMS)
DISTRIBUTION
BELIEVE THAT CONTENT
MARKETING IS TRULY
MEASURABLE
58%YES
42%NO
METHODS USED TO MEASURE
CONTENT MARKETING ROI80.4%
74.6%
63.8%
54.6%
41.9%
35.4%
33.8%
28.5%
14.2%
10.0%
Website traffic
Engagement (time on site,…
Sales
Awareness
Acquisition
Brand lift
Customer retention rates
Loyalty
Composite engagement score
Cost savings
BIGGEST CHALLENGES FOR
CONTENT MARKETING
63.4%
53.3%
50.0%
49.1%
36.6%
35.5%
30.6%
27.0%
Creating engaging content
Lack of budget
Lack of time
Proving ROI
Breaking through the clutter
Not enough resources
Lack of integration across…
Lack of internal/external…
CONVERSATIONS NOT CAMPAIGNS:
REAL TIME AND REACTIVE
MARKETING
REAL TIME AND REACTIVE
MARKETING
Andrew Hanelly
@hanellyLindsay Lichtenberg
@LinZk
Chris Perry
@cperry248Ramon Velutini
@Duracell
#TheDressGood and Bad
69
FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT
70
FISHER-PRICE: #WISHESFORBABY
71
DuracellGood and Bad…
72
73
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
74
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
75
Other RTM Classics around Mass Cultural Moments
76
DATA: THE RISE OF BIG
INSIGHTS
DATA: THE RISE OF BIG
INSIGHTS
Megan Cunningham
@MeganCunninghamBob Cornwall
Vikram Somaya
@VikramSomayaMaya Mikhailov
@GPShopper
MANUFACTURING A STORY: WIKA AND
ENVERITAS GROUP CASE STUDY
Brice Bay, CEO, EnVeritas Group
WIKA INSTRUMENTS, LP
CHALLENGES
=©Charles Schulz
CHANGING PERCEPTIONS
becomes
RESEARCH
• Industry-wide gap analysis to:
– Understand what competitors in the space are doing
– Determine best channels for content marketing
– Evaluate WIKA’s website, social media and other
marketing efforts
– Devise a plan with KPIs, including macro and
microconversions
CREATING THE STORY
ENGAGING
RESULTS
• Keyword conversion up nearly 2000%
• Site visitors up 32% first year, 48% following
year
• RFQ conversion up 46%
• Social media audience engagement up 230%
• 800 visitors to new blog
CONCLUSION
• Avoid boring
• Know your
audience
• Engage
• Measure
• Adjust
Arianna Huffington,
President and Editor-in-Chief,
Huffington Post Media Group
@AriannaHuff
We look forward to seeing you at the
Museum of the City of New York
