Content Marketing The Big Shift - 2015 update
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Transcript of Content Marketing The Big Shift - 2015 update
CONTENT MARKETINGTHE BIG SHIFT
CONTENT MARKETING1
CONTENT MARKETING IS THE CREATION, DISTRIBUTION AND SHARING OF ENGAGING CONTENT TO BUILD YOUR BRAND.FULLER
CONTENT MARKETING2
STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED IN, BECOME WHAT THEY ARE INTERESTED IN.....ELIZABETH DYSMID
CONTENT MARKETING3
86% OF B2C MARKETERS USE CONTENT MARKETING AND 91% B2B MARKETERS USE CONTENT MARKETINGeMARKETER, 2013
CONTENT MARKETING4
70% OF CONSUMERS PREFER TO LEARN ABOUT A BRAND THROUGH ARTICLES THAN IN AN AD.OMNITEL, 2011
CONTENT MARKETING5
% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013
TIME SPENT AD SPEND
5%
19%
12%10%
38%
45% 25%
22%
20%
50%
40%
30%
20%
10%
% O
F T
OT
AL
ME
DIA
CO
NS
UM
PT
ION
T
IME
OR
AD
VE
RT
ISIN
G S
PE
ND
ING
0%RADIO TV INTERNET
MOBILE
@KPCBSOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+ OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND). ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.
4%
CONTENT MARKETING6
HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)
EXCLUSIVE!!!
CONTENT MARKETING7
PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENTAND 30% OF ONLINE TIME WHERE CONTENT IS SHARED
SOURCE: NIELSEN NETVIEW, DECEMBER 2010
53% 7%
23%
CONTENT MARKETING8
MAIN SOURCE OF NEWS BY COUNTRY
44% ONLINE
SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015
But the picture is not the same in all countries. TV viewing in Germany has hardly been affected; indeed it remains strong even with the young – 58% of under-35s still watch a scheduled programme or bulletin – while social media growth is less pronounced (see chart above). In Denmark we don’t see online’s strength significantly affecting TV; though print is down, online is up, and social media have become a major part of the equation.
Weekly access is only one part of the picture. We also track the value of different news sources and again we see that TV news comes out even more strongly as the most important source
of news in the majority of countries – with the exception of the US and Finland where online is ahead. Social media are now considered more important than print in the US, Ireland, Brazil, Italy, France, Spain, and Australia.
France, Germany, and Japan have the strongest allegiance to traditional media and they have been slower to adopt new digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print.
VALUE OF DIFFERENT NEWS SOURCES We have also broken down – for the first time this year– the concept of value into a number of dimensions, including speed, serendipity, and accuracy. Once again TV comes out strongest for accuracy, even if you take into account the fact that it is the most widely used news medium in most countries (see chart overleaf).
Even social media users value TV most for accuracy and reliability – and by some margin. Only 12% of these say social media is best for accuracy, compared with 37% for TV.
Social media are not seen as a destination for accurate and reliable journalism but more as a way of getting access to it.
See section 2.1 Sources of News, p. 52.
slide 12
MAIN SOURCE OF NEWS BY COUNTRY
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last week in each country.
0%
10%
20%
30%
40%
50%
60%
70%
5 53
10 106
911 12
5
12
53 7
14
8 4 108
5 69
7
14
29
23
33 34
44
38 38
4341 42
4446
58
5349 49
4341 41 40
37 3735
30
FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance
Social
Printed newspapers
Online (incl. social media)
TV
0%
10%
20%
30%
40%
50%
60%
70%
5 53
10 1012
69
11
5
12
53 7
14
8 46
108
59
7
14
29
23
33 34
4441
38 38
43 4244
46
58
5349 49
43
3741 41 40
3735
30
Social
Printed newspapers
Online (incl. social media)
TV
FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance
slide 13
MAIN SOURCE OF NEWS BY AGE
0%
20%
40%
60%
80%
100%
22
3 10 12
54
33
58 8
4944
8 9 8
37
54
137
6
31
60
21
5 6
27
TVPrintRadio Social MediaOnline
55+
45-54
35-44
25-34
18-24
YOUNGER / OLDER
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who have used a source of news in the last week All = 23155.
0%
20%
40%
60%
80%
100%
22
3 10 12
54
33
58 8
4944
8 9 8
37
54
137
6
31
60
21
5 6
27
TVPrintRadio Social MediaOnline
55+
45-54
35-44
25-34
18-24
DIGITAL NEWS REPORT 2015 10 11/
But the picture is not the same in all countries. TV viewing in Germany has hardly been affected; indeed it remains strong even with the young – 58% of under-35s still watch a scheduled programme or bulletin – while social media growth is less pronounced (see chart above). In Denmark we don’t see online’s strength significantly affecting TV; though print is down, online is up, and social media have become a major part of the equation.
Weekly access is only one part of the picture. We also track the value of different news sources and again we see that TV news comes out even more strongly as the most important source
of news in the majority of countries – with the exception of the US and Finland where online is ahead. Social media are now considered more important than print in the US, Ireland, Brazil, Italy, France, Spain, and Australia.
France, Germany, and Japan have the strongest allegiance to traditional media and they have been slower to adopt new digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print.
VALUE OF DIFFERENT NEWS SOURCES We have also broken down – for the first time this year– the concept of value into a number of dimensions, including speed, serendipity, and accuracy. Once again TV comes out strongest for accuracy, even if you take into account the fact that it is the most widely used news medium in most countries (see chart overleaf).
Even social media users value TV most for accuracy and reliability – and by some margin. Only 12% of these say social media is best for accuracy, compared with 37% for TV.
Social media are not seen as a destination for accurate and reliable journalism but more as a way of getting access to it.
See section 2.1 Sources of News, p. 52.
slide 12
MAIN SOURCE OF NEWS BY COUNTRY
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last week in each country.
0%
10%
20%
30%
40%
50%
60%
70%
5 53
10 106
911 12
5
12
53 7
14
8 4 108
5 69
7
14
29
23
33 34
44
38 38
4341 42
4446
58
5349 49
4341 41 40
37 3735
30
FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance
Social
Printed newspapers
Online (incl. social media)
TV
0%
10%
20%
30%
40%
50%
60%
70%
5 53
10 1012
69
11
5
12
53 7
14
8 46
108
59
7
14
29
23
33 34
4441
38 38
43 4244
46
58
5349 49
43
3741 41 40
3735
30
Social
Printed newspapers
Online (incl. social media)
TV
FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance
slide 13
MAIN SOURCE OF NEWS BY AGE
0%
20%
40%
60%
80%
100%
22
3 10 12
54
33
58 8
4944
8 9 8
37
54
137
6
31
60
21
5 6
27
TVPrintRadio Social MediaOnline
55+
45-54
35-44
25-34
18-24
YOUNGER / OLDER
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who have used a source of news in the last week All = 23155.
0%
20%
40%
60%
80%
100%
22
3 10 12
54
33
58 8
4944
8 9 8
37
54
137
6
31
60
21
5 6
27
TVPrintRadio Social MediaOnline
55+
45-54
35-44
25-34
18-24
DIGITAL NEWS REPORT 2015 10 11/
CONTENT MARKETING9
SMARTPHONE NEWS USE % OF POPULATION
SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015
0% 10% 20% 30% 40% 50% 60%
JAPAN
GERMANY
FRANCE
UK
USA
ITALY
SPAIN
FINLAND
IRELAND
DENMARK
AUSTRALIA
SMARTPHONE NEWS USE% OF POPULATION
Which, if any, of the following devices have you used to access news in the last week?
Reuters Institute Digital News Report 2015
CONTENT MARKETING10
AUSTRALIAN SOCIAL MEDIA USERS TOTAL AND % OF POPULATION
SOURCE: SOCIALMEDIANEWS.COM.AU/SOCIAL-MEDIA-STATISTICS-AUSTRALIA-MAY-2015/
0% 10% 20% 30% 40% 50% 60% 70%
14m
13.8m
5m
3.6m
2.8m
60k
AUSTRALIAN SOCIAL MEDIA USERS TOTAL AND % OF POPULATION
socialmedianews.com.au/social-media-statistics-australia-may-2015/
CONTENT MARKETING11
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK
CONTENT MARKETING12
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK
16% OF US ONLINE POPULATION BLOCKED ADS PAGEFAIR AD BLOCKING REPORT, Q2 2015
CONTENT MARKETING13
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK
CONTENT MARKETING14
GIVE. GIVE. GIVE. ASK.GARY VAYNERCHUCK
CONTENT MARKETING15
CONNECTING WITH CONSUMERS
BRAND INTERESTS
SWEET SPOT
CONSUMER INTERESTS
CONTENT MARKETING16
46% OF AUSTRALIAN MARKETERS HAVE AN ‘UNWRITTEN’ CONTENT MARKETING STRATEGY.ONLY 37% HAVE IT DOCUMENTED.
SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.
CONTENT MARKETING17
STRATEGIC FRAMEWORKFOR CONTENT MARKETING
STRATEGY
CREATE NEW OWNED CHANNELS
CONTENT CREATION
CONTENT DISTRIBUTION
MEASUREMENT/ ANALYSIS
EDITORIAL PLANNING
CONTENT MARKETING18
STRATEGY: WHAT’S YOUR GOAL?
AWARENESSREPUTATION
REPOSITIONINGLEADSSALES
RETENTION
CONTENT MARKETING19
STRATEGY: AUDIENCE, MESSAGES & CHANNELS
BIG IDEATHEMES
FEELCHANNELSKEYWORDS
WHO? INSIGHTS?
NEEDS?INTERESTS?
WHERE?DISCOVERY?
SEARCH?
BRAND... TRUTHS?BELIEFS?
POSITIONING?VALUES?
PERSONALITY?INTERESTS?
CONTENT MARKETING20
CONTENT CREATION: RESEARCH, CREATE, BRANDIFY, EDIT.
7 Tips To Comparing The Best Watch Brands
Top 11 Most Interesting Online Shoe Shops
CONTENT MARKETING21
CONTENT DISTRIBUTIONPOST, SEND, SHARE, NURTURE, REPURPOSE, PITCH, BOOST.
PAID
Facebook Buzz Feed
Storify Huff. Post Outbrain
OWNED
EDM
BLOG
YOUR SITE
SEO
EARNED
Social sharing Blogger outreach
PR
CONTENT MARKETING22
MEASUREMENT: ANALYSIS AND REPORTING
CONTENT MARKETING23
XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)INSIGHTS FOR C-LEVEL LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE
CONTENT MARKETING24
COMMONWEALTH BANK: WOMEN IN FOCUSINSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN
CONTENT MARKETING25
COMMONWEALTH BANK: BLOG‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR
CONTENT MARKETING26
HAHN SUPERDRYPASSIONATE, INSPIRATIONAL AND ASPIRATIONAL.
CONTENT MARKETING27
CARNEGIE MELLONRELEVANT. RELEVANT. RELEVANT. CLICKABLE AND SHAREWORTHY.
CONTENT MARKETING28
IN SUMMARY:WHY CONTENT MARKETING?
MOBILEAUTHENTIC
REACHFREQUENTADAPTABLE
VALUE
CONTENT MARKETING29
IN SUMMARY:CONNECTING WITH CONSUMERS
BRAND INTERESTS
SWEET SPOT
CONSUMER INTERESTS
CONTENT MARKETING30
AUSTRALIAN MARKETERS ALLOCATE 27% OF THEIR TOTAL MARKETING BUDGET TO CONTENT MARKETINGSOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.
THANK YOUWILL FULLER & GAVIN KLOSE
FULLER.COM.AU@FULLERCOM