IRCE17: Drafting a Content Marketing Strategy + Measuring the Results
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#IRCE17 @QuinnTempest @MPShady Drafting a Content Marketing Strategy + Measuring the Results Presented by: Quinn Tempest Director of Marketing Vertical Measures Mike Shady Senior Director, Web Operations Process Home Depot
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Transcript of IRCE17: Drafting a Content Marketing Strategy + Measuring the Results
#IRCE17 @QuinnTempest @MPShady
Drafting a Content Marketing Strategy + Measuring the Results
Presented by:
Quinn TempestDirector of MarketingVertical Measures
Mike ShadySenior Director, Web Operations Process
Home Depot
#IRCE17 @QuinnTempest @MPShady
What is Content Marketing?
#IRCE17 @QuinnTempest @MPShady
Consumers want information
93%
81% of shoppers research their product online
93% of all consumers use search prior to making a purchase
81%
Source: GroupM + GE Shopper Research
#IRCE17 @QuinnTempest @MPShady
Documenting your strategy is key
#IRCE17 @QuinnTempest @MPShady
Why are you creating content?
#IRCE17 @QuinnTempest @MPShady
Three-Legged Stool
TAXONOMYREFRESH
Product Authority§ Connect Products and Services to
Customer Needs§ Connect Product to Shelf, Site and
Customer
§ Connect Associates to Customer Needs
§ Connect Experience: Store to Online, Online to Store
§ Innovate our Business Model and Value Chain
Customer Experience
Interconnecting Retail
Capital Allocations Driven By Productivity and Efficiency
#IRCE17 @QuinnTempest @MPShady
What do you want your content to do?
#IRCE17 @QuinnTempest @MPShady
Goals
Up-sellingShoppingJourney
BUY NOW
CustomerExperience
Conversion
#IRCE17 @QuinnTempest @MPShady
Who will your content speak to?
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
How are your competitors using content?
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
What types of content can you create?
#IRCE17 @QuinnTempest @MPShady
Photography Videography Copy Editing Rich Content
#IRCE17 @QuinnTempest @MPShady
Engaging, high-quality product content builds Home Depot’s product authority
OPTIMIZED
#IRCE17 @QuinnTempest @MPShady
How will you amplify your content?
#IRCE17 @QuinnTempest @MPShady
Digital & Interconnected Marketing
#IRCE17 @QuinnTempest @MPShady
What resources can you use?
#IRCE17 @QuinnTempest @MPShady
Interconnected Retail
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How will you measure success?
#IRCE17 @QuinnTempest @MPShady
US
Enriching Grills Results
4SOV increasedfrom 23% to 25%
4+16.5 BPS lift in Conversion
#IRCE17 @QuinnTempest @MPShady
US
Maintain Momentum4One of the largest
US ecommerce sites
4Ranked #1 among big box retailers in the L2 Digital IQ Index, 3 years in a row
Online sales continued double-digit growth in 2016
#IRCE17 @QuinnTempest @MPShady
#IRCE17 @QuinnTempest @MPShady
[email protected][email protected]
Let’s Connect!
Download the strategy templatehttp://vert.ms/cms-template
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