Content Marketing Paradox Trackmaven ctech 2015

TrackMavenCompetitive Intelligence

for Digital Marketers

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Ian WalshCMO, Chief Marketing Maven

[email protected]

@IanWalsh

TrackMavenCompetitive Intelligence Platform


@TrackMaven

mailto:[email protected]?subject=

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@MavenTheCorgi

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Backed by the world’s biggest venture fund:

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Pottery Barn Pinterest Account Jan 1 – July 31, 2014Source: TrackMaven

TrackMavenSOURCE: Content Marketing Institute Benchmark Report - 2014 & 2015

of Digital Marketers now use

Content Marketing90%Don’t UseDo Use

Content Advertising

of Buyers Prefer Learning About a Brand

Through Content Rather than Advertising80%

More Same & Less

of marketers are producing more content

than the prior year69%

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Efficiency

Increased

Analytics &

Attribution

Distribution

Workflow

Production

Technology has increased our ability to

distribute content at scale.

Marketing Tech

Content Creation

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How B2C Marketers Rate the

Effectiveness of their Orgs Use of Content

Marketing

How B2B Marketers Rate the

Effectiveness of their Orgs Use of Content

Marketing

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20

25

30

35

40

45

50

55

Jan2013 Apr2013 Jul2013 Oct2013 Jan2014 Apr2014 Jul2014 Oct2014

Postsperbrandperchannel

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Social Media Effectiveness Is

Diminishing

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Instagram Rules, But Coming Back

Down to Earth

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Efficiency

Increased

Analytics &

Attribution

Distribution

Workflow

Production

Technology has increased our ability to

distribute content at scale.

Marketing Tech

Content CreationMost Content

Fails Here

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1. Marketing as Science

‣ So many digital signals out there, no need to be gut driven

‣ Use data to accurately predict what content will resonate with customers

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Leading Metrics and ROI

Metrics‣ Leading metrics

‣ Metrics that measure initial customer engagement with content

‣ Optimize Daily

‣ ROI metrics

‣ Metrics that attribute revenue or a proxy for revenue to a marketing source.

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House of Data

‣ Leading Metrics

‣ “The company analyzed what its customers watched, and learned that viewers enjoyed the actor Kevin Spacey, the director David Fincher, and political thrillers.”

‣ Two Seasons Upfront - $100M!

‣ ROI Metrics

‣ 2 million new subscribers

‣ “86 percent of those surveyed said they would be less likely to cancel after viewing House of Cards.” -Cowen & Company

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2. Channel Specific

‣ Best way to organize is by content channel, not campaigns

‣ Empower you to be channel relevant in your message

‣ Build a community

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3. Always-On

‣ You can’t stop and start content marketing

‣ If you abandon your community, they’ll abandon you

‣ Facebook EdgeRank rewards consistency

‣ Spot marketing opportunity gaps and take advantage of them

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4. Winning the Attention War

‣ Share of Attention Becomes Key

‣ Are we able to maintain our funnel integrity?

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Efficiency

Increased

Analytics &

Attribution

Distribution

Workflow

Production

Use Data to Create Better Content

Marketing Tech

Better Content

…Data-Driven Content

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What Does Smart

Content Look

Like?

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Facebook B2C: Associated Bank

Best-in-Class B2C Facebook

• Retail Banking

• 12,241 Followers

• 11 Interactions per post per 1K followers

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Facebook B2B: Hitachi Data Systems

Best-in-Class B2B Facebook



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P90X: B2C BlogTop-performing blog,

• >400 interactions per posts

• 100,000 total interactions

* excluding celebrities, politicians, and advocacy groups

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B2B Blogs

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B2C Twitter: Denny’sCasual Restaurant Chain


• 12,800 Total Tweets

• 5 Interactions per tweet per 1K Followers

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Most Surprising on Facebook

Best-in-Class B2B Facebook



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Instagram Best-In-Class: GoPro

Best-in-Class Instagram (Photos and Videos)

• Photo equipment

• 3.6 Million Followers

• 50 posts per month

• 200,000 interactions per post


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So How Goes Pottery Barn?

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Identify Marketing Opportunities

Optimize Content Distribution

Track Real-Time Progress

— TrackMaven —

Powering effective content

through data-driven insights.

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Where Do We Go From Here?

Our Content Report is coming to you.

TrackMavenCompetitive Intelligence


Thanks!

Content Marketing Paradox Trackmaven ctech 2015

Marketing

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