Make your content connect more in 2016
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Transcript of Make your content connect more in 2016
www.brilliantnoise.com | @brilliantnoise
Brilliant Noise breakfast briefing
Content strategy in 2016
25th November 2015
Agenda
- Welcome
- About Brilliant Noise
- Prediction: connected customer marketing
- Signals - Forrester
- Signals - Brilliant Noise - The imperative in 2016
- Q&A - Ryan, Antony, Lauren
- Check-out
Connected customer marketing
CUSTOMERS COMMUNICATIONS ORGANISATIONS
What We Talk About When We Talk About Content Marketing
Ryan Skinner, Senior Analyst25 November 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Content Marketing: Different Things To Different People
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Content Marketing: De Facto Destination For Many Parallel Streams
Search
Social
Digital
Mobile
Ad-Blocking
Native
Cord-cutting
Marketing automation
The Quantum Content Marketing Field
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Definition Of Content Marketing
A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
2009 10 11 12 13 14 15 16 17 18 19
5%
10%
15%
US$
Bill
ions
Content marketing spending
YoY % change
YoY change in spending
Nominal “content marketing spend” forecast to hit $300+ billion by 2019
Source: PQ Media’s Global Content Marketing Forecast 2015-19
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Content Marketing’s Poster Children Put Faces To The Big Numbers
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
B2C Marketing Leaders Plan To Boost Content Marketing Spend YoY
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
B2B Marketing Leaders Plan To Boost Content Marketing Spend YoY
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
And These Budgets Are Growing By Not Insignificant Figures YoY
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Two Nations Separated By A Common Language
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Two Marketing Strategies Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
• Evolution of brand advertising • Media & creative agencies,
PR/comms & social agencies • Concerned with impressions /
engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded
content”, “branded entertainment” • Easier to buy
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
• Evolution of brand advertising • Media & creative agencies,
PR/comms & social agencies • Concerned with impressions /
engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded
content”, “branded entertainment” • Easier to buy
• Evolution of direct marketing • Search/digital agencies, product
marketers, customer experience • Concerned with metrics that align
with points in customer life cycle • Depends on customer opt-in to
succeed • AKA “Inbound Marketing”, but
extends into other disciplines • Harder to buy
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing<
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Confusion Around The Marketing Value That Stems From Content Marketing
n = 113 marketing leadersSource: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey
“We hired a lot of media, took a lot of people who
were previously storytellers, turned them
into marketers.”
“For the last 30 days on Instagram alone, there
were over 1,000mentions – a 650% increase on the
previous month.”
Source: Contently blog – “We’re amedia company now: Inside Marriott’sincredible money-making content studio
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing<
• Customers don’t want it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is
a piece of string) • Leads to accumulation, volume
(content factories) • “Excited by the possibilities…”
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
• Customers don’t want it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is
a piece of string) • Leads to accumulation, volume
(content factories) • “Excited by the possibilities…”
<• Works only if customers want it • Forces painful cross-departmental
collaboration • Leads to more effective media
investments • Constrained at all times by its
own value generation • “In tune with how people buy…”
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
$$$ $$<
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
2016: More Strategic Oversight Comes To Content Marketing
▪ Focus on customer-centric content marketing, and allow that to drive your media-centric content marketing
▪ Control your own content strategy, or at least pry it away from your media, creative or social agency
▪ Focus on organizational and technological changes that increase a cross-channel, customer-centric focus
▪ Back away slowly from engagement metrics, and towards how content supports specific and measurable customer goals
▪ Treat customer data and customer analytics as crucial support players to content strategy
2 Signals
UK marketers allocate 31% of budget to content marketing Content Marketing Institute, Budget benchmarks in the UK 2014
Only 12% of marketers believe they have high performance content marketing engines CMO Council
In a sample of 100,000 posts, over 50% had two or less Facebook interactions and over 75% had zero external links. Moz
Content shock isn’t inevitable
2016: Connected customer marketing
Content marketing operationsReal-time brand communicationsConnected customer planning
Digital marketing development stages.
Customer journeys and supply chain
CONSIDER
ADVOCATE
BOND
ENJOY
BUY
EVALUATE
PUBLISHOptimise
Schedule
Distribute
Engage
Moderate
MEASUREEngagement metrics
Direct value
Business objectives
SOURCE
COMMUNITYMembers
Media
InfluencersIN�HOUSEPeople
Experiences
Brand campaigns
Promotions
Partners
EDITORIALOpportunities
Stories
Commissioned
Customer journeys and supply chain
CONSIDER
ADVOCATE
BOND
ENJOY
BUY
EVALUATE
PUBLISHOptimise
Schedule
Distribute
Engage
Moderate
MEASUREEngagement metrics
Direct value
Business objectives
SOURCE
COMMUNITYMembers
Media
InfluencersIN�HOUSEPeople
Experiences
Brand campaigns
Promotions
Partners
EDITORIALOpportunities
Stories
Commissioned
Key issues in content for 2016
Act
- Rede!ne content
- Upgrade operations
- Focus on quality
Analyse
- Newsrooms
- Single customer view
- Intelligent content
Be aware
- Blockchains
- Changing ad lanscape
Act: redefine content
What is Content? Learn from 40+ Definitions Headline from TopRank Online Marketing Blog
“Information or an idea that’s meaningful to a specific person at a specific time.”Brilliant Noise de!nition
AUDIENCE & NEEDS
BRAND & PURPOSE
FORMAT
PUSH CHANNEL
PULL CHANNEL
IDEA�INFO
Act: things to do now.
Upgrade operations.
Process is a power source.
American Express
SEO UI/UX
Content
Analytics
Expert
Conte
nt
Devel
oper
Web
Developer
SEOExpert
Designer
T-shape people.
Analyse: Investigate and prioritise in 2016.
Newsrooms - at the edge of customer and content experience innovation.
Analyse
A single view of the customer.
Intelligent content.
360° content teams
Aware: Take note and be prepared to respond.
Advertising disrupted.
- Programmatic. - Adblocking. - Integration with SRPs.
Blockchains
3 The response
2016: Connected customer marketing
Content marketing operationsReal-time brand communicationsConnected customer planning
Digital marketing development stages.
Brilliant Noise digital maturity index.
Thank you
www.brilliantnoise.com | @brilliantnoise