Content is king - CharityComms South West Regional Group. 13 June 2014.
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Content Intelligence CharityComms | June 13, 2014
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James Moffat, managing director, The Organic Agency Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk
Transcript of Content is king - CharityComms South West Regional Group. 13 June 2014.
Content Intelligence CharityComms | June 13, 2014
What Is Wrong With Digital Marketing?
A spam free, permission based, relevant, need based marketing world where we only get marketing messages that are relevant to us where and when we want them.
The Right Content…
At The Right Time…
In The Right Place…
From…
One Too Many
To…
One To One
Welcome To The Age Of Relevance.
Making Marketing Better
Interest Abandonment
Content To Match The Users Intent
Place The Content In The Correct Place
Content Using The Correct Words
How
The Key Is Data
Real Time
Big Data
“I think you’ll find that mine is bigger”
Themes…
Storage
Analysis
Single Customer View
Cleansing
Real-time
Segmenting your Target Audience
What data should you look at?
Segmenting your Target Audience
Socio-Demographic Twins
• Both male
• Both born 1948
• Both grew up in the UK
• Both have divorced and re-married
• Both have two grow up sons
• Both are very wealthy
• Both like to spend their holidays in the Alps
• Both are world famous
Social Media Monitoring
“A man's bookcase will tell you everything you'll ever need to know
about him"
You Are What You Read
Walter Mosley
Understand How People Interact With Your Organisation And What It Means
Opens, clicks, unsubscribes
URLs, dwell, conversions
Mentions, links, influence
Email Web Social
“The process of structuring previously unstructured content, by
extracting new information"
Content Analytics
What To Look At?
• Email content
• Social behaviour and information
• Website behaviour
• Mobile app interactions
• Analyse this content to see what people are consistently interested in
Business (62.40%) 12.604
1973 Content marketing /business/concept 0.686
290 The Internet /business/concept 0.657
1084 Software as a Service /business/concept 0.455
37 Customer Relationship Management /business/concept 0.431
439 Online advertising /business/concept 0.418
2533 Internet television /business/concept 0.417
112 Social media /business/concept 0.414
334 Television /business/concept 0.395
1698 Real-time computing /business/concept 0.364
403 Streaming media /business/concept 0.362
1571 Film /business/concept 0.312
2198 Data /business/concept 0.306
2277 Storytelling /business/concept 0.304
2540 Infographic /business/concept 0.266
1582 RSS /business/concept 0.333
2415 Distribution /business/concept 0.331
39 Marketing /business/industry 0.838
51 Advertising /business/industry 0.277
2559 SugarCRM /business/organisation 0.462
2560 Goldman Sachs /business/organisation 0.419
331 Salesforce.com /business/organisation 0.394
2493 European Space Agency /business/organisation 0.328
2543 HarperCollins /business/organisation 0.395
183 MSNBC /business/organisation 0.328
2488 NASA /business/organisation 0.262
2674 Draper Fisher Jurvetson /business/organisation 0.149
2280 E-book /business/product 0.447
2484 Space suit /business/product 0.361
2530 DVD /business/product 0.352
411 Mobile phone /business/product 0.294
2528 Watch /business/product 0.293
Publishing (3.07%) 0.62
2508 The Age /book/newspaper 0.345
787 The Guardian /book/newspaper 0.275
Film (1.73%) 0.349
2532 Legally Blonde /film/film 0.349
Internet (14.63%) 2.956
107 Twitter /internet/website 0.745
60 YouTube /internet/website 0.565
474 Netflix /internet/website 0.425
2414 SlideShare /internet/website 0.395
2507 ExactTarget /internet/website 0.39
98 LinkedIn /internet/website 0.273
192 Facebook /internet/website 0.163
Location (8.82%) 1.781
1349 Manhattan /location/city 0.416
67 San Francisco /location/city 0.398
1005 London /location/city 0.315
335 New York City /location/city 0.091
69 United States of America /location/country 0.561
Music (1.68%) 0.34
2496 Imagine Dragons /music/artist 0.34
People (7.64%) 1.544
2544 Craig Adams /people/person 0.382
2495 Luca Parmitano /people/person 0.445
2557 Larry Augustin /people/person 0.398
2491 Christopher Cassidy /people/person 0.319
Understand The Topics
Kevin LiBusiness Development | Marketing Analytics | Technology Chicago, Illinois
Map Them To The Individual
Provide Them With The Right Content
Drive Actions
• 414% increase in sales of paid reports • 215% conversion to purchase rate growth• 7X rise in transaction volume• 1.5X growth in per visit value of blog visit
TiVo thinks I’m gay!
Marketing Automation
MARKETING AUTOMATION
Segments Of One
Content Intelligence Thank You
