High Performance Content Marketing
114
Transcript of High Performance Content Marketing
THE ROI OF CONTENT MARKETINGPAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE@TMPEverett
About me
Working for… Selling to…
•IN
TRO
DUCT
ION
The ROI of content marketing
• Why are we doing content marketing?
• Examples of ROI measurement
• Tactics for improving ROI
•IN
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ION
A track record of predictions•
INTR
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1. WHY ARE WE DOING CONTENT MARKETING?
•1.
WHY
CO
NTE
NT? Objectives of content marketing
• Typical strategic objectives:
- (re)Positioning the business to increase conversion, lifetime value and customer retention
- Engaging with buyers who are researching online and pulling them into the sales process (content replacing the sales team)
- Impact on other audiences (analysts, press, current/future employees)
- Because everyone else is doing it?
• But measurement is still mostly at the tactical level…
- Consumption (views, time on page)- Reach/sharing- 1st step lead generation
• …not great indicators of quality
A longer term investment in growing profit•
1. W
HY
CON
TEN
T?
• IPA Databank• 996 case studies • 30 years of the IPA
Effectiveness Awards
A longer term investment in growing profit•
1. W
HY
CON
TEN
T?
31%
40%
86%
4%
% reporting very large profit growth
Very large improvement in neither
Very large improvement
in both
Very large improvement in price only
Very large improvement in sales/share
only
Growing volume is not enough to drive profit
• This is not a short term thing
A longer term investment in growing profit•
1. W
HY
CON
TEN
T?%
repo
rting
ve
ry la
rge
sale
s gr
owth
Volume growth can be immediate
Campaign duration3 months 6 months 1 years 2 years 3 years
23%
28%
33%
34%
36%
Price effects take time
Campaign duration3 months 6 months 1 years 2 years 3 years
0%
1.7%
1.8%
2.9%
3.1%
% re
porti
ng
very
larg
e pr
ice
effec
ts
Profit takes time to fully realise
Campaign duration3 months 6 months 1 years 2 years 3 years
4%8% 9%
14%
15%
% re
porti
ng
very
larg
e pr
ofit
grow
th
2. MEASUREMENT IN ACTION
•2.
RO
I EX
AMPL
ES
ITSMA survey: 2015 Measuring and Communicating Marketing Impact
http://www.itsma.com/research/itsma-online-survey-communicating-marketings-impact-roi-c-suite/
•2.
RO
I EX
AMPL
ES
ITSMA survey: 2015 Measuring and Communicating Marketing Impact
Majority of current measurement (quarterly)
Best sources of content ROI
Examples: content through to results• AXA Wealth• Growing business 3x more with companies who engage with content than those who don’t.
• Capgemini Expert Connect• Sales of EUR6m in 2014, EUR10m expected in 2015.
• Microsoft/Nokia• In decision-makers targeted by content campaign: Consideration increased by a third; Purchase Preference more
than doubled. Part of a programme increasing business market share from 11% to 18% and now to 26%.
•2.
RO
I EX
AMPL
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3. TIPS FOR INCREASING ROI
Your prospect’s meeting preparation in 2004•
3. IN
CREA
SIN
G RO
I
Your prospect’s meeting preparation today•
3. IN
CREA
SIN
G RO
I
Three tips to consider…
1. Use the sales team as a direct channel to marketMarketing ownership for social selling programmes
2. Closer integration of ‘brand’ content with demand generation and bid supportTarget content further into the sales process whereinfluence is easier to track
3. Push for more relevant and targeted advertising solutions to promote content (retargeting, IP-based etc)
Don’t cut back on promotion budget just becauseyou have made a large investment in content
•3.
INCR
EASI
NG
ROI
@TMPEverettTHANK YOU
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Why bother?
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1. The inexorable shift to mobile is over.
Daily distribution of time on mobile vs. desktop, 2014:
RussiaHungarySlovakia
BrazilSouth Africa
TurkeyAustralia
ItalyArgentina
CanadaMexico
IndiaGermanyIndonesia
Nigeria
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Milward Brown AdReact ion 2014, via Mary Meeker’s 2014 Internet Trends 63
Daily distribution of time on mobile vs. desktop, 2014:
RussiaHungarySlovakia
BrazilSouth Africa
TurkeyAustralia
ItalyArgentina
CanadaMexico
IndiaGermanyIndonesia
Nigeria
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Milward Brown AdReact ion 2014, via Mary Meeker’s 2014 Internet Trends
UK: 63% mobile
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2. Publishers have less control over their site traffic
than ever before.
Email newsletters
Visiting news sites
Social media
News apps
Quartz Global Execut ives Study, 2015 66
78%
74%
62%
53%
38%
Where business executives are getting their news in 2015:
New York Times Innovation Report , 2014
Quartz’s traffic from Facebook and LinkedIn:
Omniture
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3. The path to monetization is getting murkier—but the opportunity for those
who navigate it successfully is potentially bigger than ever.
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In the US, programmatic spending is projected to grow to $20+ billion by 2016.
2013 2014 2015 2016$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
0%
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60%
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100%
120%
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160%
180%
200%
$4.2
$10.1
$14.9
$20.4
24%
45%55%
63%US
programmatic spending (billions):% of total
digital display spending:
eMarketer, October 2014; Magna Global, 2014
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In the US, programmatic spending is projected to grow to $20+ billion by 2016.
2013 2014 2015 2016$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
0%
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$4.2
$10.1
$14.9
$20.4
24%
45%55%
63%US
programmatic spending (billions):% of total
digital display spending:
eMarketer, October 2014; Magna Global, 2014
Globally, programmatic is expected to be a $32 billion market by 2017.
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2014 2015 2016 2017 2018 2019
Meanwhile, mobile advertising accelerates its surge past desktop.
$19.2 billion
$30.5
$42.0
$65.5
US desktop ad market:
US mobile ad market:
eMarketer,, September 2015.
$50.8
$58.0
$30.6 billion
$27.5 $24.9$28.3
$24.7 $26.5
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And users are growing less tolerant of unpleasant ad experiences.
So what do we do?
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1. Rethink loyalty.
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When Quartz launched, we were careful not to call it a website. The web was simply its first iteration.
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2012
qz.com Daily Brief social Flipboa
rd events
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qz.comQuartz India
web email social apps events
Quartz AfricaAtlas
Daily BriefAfrica
Weekly Brief
YouTube
FlipboardGoogle
NewsstandApple News
Quartz iOS app
Smartnews
Pulse
The Next Billion
Obsession Forums
Roundtables
Feedly
podcast
2016
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“It’s such a privilege, to be inside our readers’ inboxes every morning. Our only objective is to write the best possible news briefing that we can.”
Zach Seward,VP of product and executive
editor
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2. Reinvent the wheel.
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“If the old model is broken, what will work in its place?
Nothing will work, but everything might. Now is the time for experiments, lots and lots of experiments…” Clay Shirky
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TRENDING OBSESSIONSMacro themesMicro themes
likel
ihoo
d of
su
cces
s on
the
web
word count / depth of treatment 86
The Quartz curve
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“Here, look at this thing…”
a surprising factoid or statistica chart that shows a clear trenda photo that you have to look ata long, authoritative featurean exclusive bit of newsa very strong argumenta good headlinea quip
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3. Don’t compromise quality.
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2012 2013 2014 2015 2016 2017 2018
$1.5$2.2
$3.2$4.3
$5.7$7.1
$8.8Native is already growing significantly…
US native ad spending (billions):
Socintel360 via eMarketer (September 2014); IAB UK
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…and its market potential has yet to be fully unlocked.
Quartz 2015 Global Executives Study; Association of Nat iona l Advert isers 2015 Survey Report
84% of executives are
genuinely interested in content from
brands.
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…and its market potential has yet to be fully unlocked.
Quartz 2015 Global Executives Study; Association of Nat iona l Advert isers 2015 Survey Report
84% of executives are
genuinely interested in content from
brands.
Lack of familiarity
Budget concerns
Transparency concernsLack of creative
resourcesLimited reach
55%
32%
27%
18%
18%
Top barriers to adoption among brands and agencies:
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Executives’ interaction with mobile ads is limited, but promising.
15% interact with mobile ads
Top reasons for interaction:
• 58% clicked through to a site.
• 33% read a piece of sponsored content.
• 30% watched a video.
• 24% admired the imagery it used.
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Quality content is:
FrictionlessVisualOptimized for phonesTailored to the platformUser-first in every dimension
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Quartz design principle:
Make small decisions with data, and big decisions with your gut.
A FILL-THE-SCREEN CANVAS
ENGAGE
+ Sparks engagement+ Promotes interaction+ Builds awareness
YOUR BYLINE
BULLETIN
+ Builds awareness+ Sparks conversation
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“I love the way you handle ads so much that I disabled adblocker for qz.com.”
James ThigpenEngineering executive
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Charts 60%
Visual features draw business executives into content.
Quartz 2015 Global Executives Study
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Charts 60%
Photography
47%
Quartz 2015 Global Executives Study
Visual features draw business executives into content.
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Charts 60%
Photography
Interviews
Interactive features
Maps
Video
Audio
47%
39%
35%
31%
26%
9%
Quartz 2015 Global Executives Study
Visual features draw business executives into content.
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“Hate to say this, but this advertorial on Quartz is better than a lot of stories on some tech sites.”Ben Rooney
Former tech editor, Wall Street Journal
Europe
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2012 2013 2014 2015$0.0
$2.0
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$20.0
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Quartz revenue and advertiser growth, 2012-now: 87%
advertiser renewal
rate
Advertisers
Revenue
Internal numbers
