Make your content connect more in 2016
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Transcript of Make your content connect more in 2016
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www.brilliantnoise.com | @brilliantnoise
Brilliant Noise breakfast briefing
Content strategy in 2016
25th November 2015
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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
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Connected customer marketing
CUSTOMERS COMMUNICATIONS ORGANISATIONS
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What We Talk About When We Talk About Content Marketing
Ryan Skinner, Senior Analyst25 November 2015
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© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Content Marketing: Different Things To Different People
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© 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
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© 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.
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© 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
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Content Marketing’s Poster Children Put Faces To The Big Numbers
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B2C Marketing Leaders Plan To Boost Content Marketing Spend YoY
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B2B Marketing Leaders Plan To Boost Content Marketing Spend YoY
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And These Budgets Are Growing By Not Insignificant Figures YoY
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Two Nations Separated By A Common Language
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Two Marketing Strategies Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
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Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
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Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
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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
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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
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Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing<
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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
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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…”
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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…”
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Two Different But Related Things Separated By A Common Name
(Media-Centric)Content Marketing
(Customer-Centric)Content Marketing
$$$ $$<
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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
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2 Signals
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UK marketers allocate 31% of budget to content marketing Content Marketing Institute, Budget benchmarks in the UK 2014
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Only 12% of marketers believe they have high performance content marketing engines CMO Council
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In a sample of 100,000 posts, over 50% had two or less Facebook interactions and over 75% had zero external links. Moz
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Content shock isn’t inevitable
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2016: Connected customer marketing
Content marketing operationsReal-time brand communicationsConnected customer planning
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Digital marketing development stages.
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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
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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
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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
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Act: redefine content
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What is Content? Learn from 40+ Definitions Headline from TopRank Online Marketing Blog
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“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
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Act: things to do now.
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Upgrade operations.
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Process is a power source.
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American Express
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SEO UI/UX
Content
Analytics
Expert
Conte
nt
Devel
oper
Web
Developer
SEOExpert
Designer
T-shape people.
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Analyse: Investigate and prioritise in 2016.
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Newsrooms - at the edge of customer and content experience innovation.
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Analyse
A single view of the customer.
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Intelligent content.
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360° content teams
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Aware: Take note and be prepared to respond.
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Advertising disrupted.
- Programmatic. - Adblocking. - Integration with SRPs.
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Blockchains
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3 The response
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2016: Connected customer marketing
Content marketing operationsReal-time brand communicationsConnected customer planning
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Digital marketing development stages.
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Brilliant Noise digital maturity index.
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Thank you
www.brilliantnoise.com | @brilliantnoise