Optimizing Content \Across All TouchpointsKen Burke Founder & Executive Chairman MarketLive

Content Marketing Strategy

…What you will learn

• How to make content that looks great and actually works

• Ways to use content to stimulate product discovery

• The importance of breathing your brand into your content

• Why consumers actually value a solid content-to-commerce connection

• Supporting the customer lifecycle with the right content

• The ingredients of search friendly content

• Powering social and mobile with content that hits the mark

The Three S Model for Content Success(1)

…to succeed in the evolving digital landscape, marketers must create content that is easy to find and consume and compelling enough for the consumer to share with a larger audience…

-- Patricia Travaline, Skyword

“

The Three S Content Model(1)

Source: Skyword (www.skyword.com)

Searchable Content is Mission-Critical

Guiding principle. Build search optimization into your writing from the start, not as an afterthought

Source: http://www.skyword.com/content-marketing-resources/what-is-content-marketing/

Relevant, Well Written & Keyword Optimized

Searchable content(1)

Captures the consumer’s passions and pain points Is optimized with trending keywords, boosting the content’s search

ranking

SEO content tactics that work(2)

Be timely: Integrate brand perspective into hot-button topics Build your contributor network: Leverage influencers to strengthen

search credibility Focus on quality: Let go of SEO tricks and create content that

matters

(1) SmartBlog on Social Media “Insights from the Content Marketing Summit: The Three S Model for Content Success” 3/29/2013 (2) SmartBlog on Social Media “Mastering the Three S Model of Content Marketing: Make it Searchable” 4/4/2013

BEFORE

AFTER

A Content Rework Gets Searchable Right

Keyword optimized but focus is on a satisfying user experience

Scanable, readable and visually interesting

Highlights what matters to target consumers (passion & pain points)

Snackable Content Satisfies

Guiding principle. Create content consumers will quickly understand and enjoy so they will stay or return

Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Snackable” 4/12/2013

…the always “on-the-go” consumer

Catchy, Bite-Sized Pieces of Content

Snackable content tactics that work:

• Stay relevant: Understand and create content to meet specific consumer needs. Stay on top of popular topics and produce content to add to the conversation

• Tailor to customers’ daily pain points: Identify where consumers are seeking information within your expertise and develop bite-size content pieces that offer quick solutions

• Produce VITAL content: Keep the content forms balanced: Video, Infographics, Text, Audio and Links

Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Snackable” 4/12/2013

…leave consumers hungry for more

Understand Consumer Pain Points

…and answer questions in fresh & interesting ways

Highly relevant. Answers important product questions

Catchy. Is visually and interactively interesting

Bite-sized. Super easy to grasp plus efficient & easy to produce

Sharable Content is Indispensible

2.7 billion

Likes/comments on Facebook every day

51%Number of best-in-

class companies who use website social

sharing tools

5.89 billionHighest recorded

shares received by a brand for Google’s

“Project Glass announcement

Guiding principle. Create content that speaks to the passions and interests of your community

Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Shareable” 4/19/2013

Only Meaningful Content Gets Traction

Sharable content tactics that work:

• Know thyself: Identify what sets the brand apart from the rest of the crowd…which means researching the competition too

• Partner with influencers: Boost a brand’s social standing by strategically engaging industry influencers. Added bonus: experts with powerful networks to offer customers deeper insights and leverage influencers’ social following

• Use the right tools: It’s important to understand the tools you can use to optimize its shareability, such as Skyword, Sysomos, Unmetric and Simply Measured

Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Shareable” 4/19/2013

If It’s Clear You Understand Your Customer

188,765 views, thousands of shares, hundreds of comments across social channels

Follow-up episodes had similar statistics…another indicator of rapport

Generated qualified new visits: content is not really funny unless you’re in the target market

…your content will get shared

Tip: Show your insiders’ sense of humor to demonstrate genuine rapport and often fuel unprecedented sharing

At SmartPak we have a saying…

“we get you because we are

you…”

If Content is King, Context Reigns Supreme

Having great content is not sufficient. Marketers must also consider the context in which their perpetually connected consumers will find and engage with that content.

-- Tracy Stokes, Forrester Research

“

Mercedes Benz makes small but significant device

adjustments

• Lightened background color for small screen clarity

• Feature headline moved outside of image for small-screen readability

• “Two up” only in carousels to keep images recognizable on small screen

Be Consistent Across Devices…but Adjust

• Replace click-slide with swipe-slide

…And makes device specific navigation adjustments for easy small screen access

Easy access: easy-open, easy-click, easy-close smartphone menu

Dropdown, hover over navigation

Be Consistent Across Devices…but Adjust

Scroll-through carousel for laptop & tablets

Be Consistent Across Devices…but Adjust

Article layouts are adjusted for frictionless device interaction

Vertical, “all exposed” swipe for smartphones

Be True to Yourself: Commerce in Content is a Good Thing

You sell stuff. Consumers expect you to sell stuff. A good content marketing strategy connects the dots in ways consumers embrace with enthusiasm…and with their wallets.

-- Judith Roberts, ESTRATEGYFIRST

“

Good Content is Key in the Path-to-Purchase

Map, produce and optimize content based on your customers journey and pain points as they move through the buying cycle

Home Page

• Brand promise/value prop

• Insight into assortment, logos help create immediate “me or not me” affinity

• Loyalty incentives

• “How-to” value added content encourages browsing…video cue increases click-thrus

Good Content is Key in the Path-to-Purchase

Product Directory Page • 100% on brand style

• A choice of relevant videos for every type of shopper

• Solutions vs. attributes, highlighted in jargon-free, accessible style

Good Content is Key in the Path-to-Purchase

Product Directory Page

• Heritage, craftsmanship video helps support “investment” decisions on more considered purchases

• Coach integrates relevant value added content throughout the path-to-purchase

Video Plays in Modal Window

Good Content is Key in the Path-to-Purcase

Content that narrows assortments and answers pressing questions keeps product choices from becoming overwhelming & lifts engagement & conversion

Product Detail Page

Good Content is Key in the Path-to-Purchase

http://www.brookstone.com/hdmi-pocket-projector?bkiid=featured_product_zone|hmpg|a|sub|2|801143p#pr-header-801143p

Product specific video demonstrations drive conversions, typically provide a 1.5-3x lift

Product Detail Page

Good Content is Key in the Path-to-Purchase

Video removes ambiguity…especially on complex tasks like body or room measurements

Helps customers get things right when they order…removing friction and mitigating cart abandons

In many cases, as with sizing, getting things “right” means reduced returns, frustration, etc.

Opens from Link on the Product Detail Page

Good Content is Key in the Path-to-Purchase

Applies to fashion and other kinds of product ordering processes as well

Opens from Link on the Product Detail Page

Good Content is Key in the Path-to-Purchase

• Turn live chat into branded, personalized consultations with product experts

• Provide specialized support when it’s needed, where it’s needed

• BB puts the “Chat with an Artist” CTA right on the product detail page

Email consultations are available for the busy or more private shopper

Product Detail Page

Good Content is Key in the Path-to-Purchase

…make it easy to get personalized support

• Specialized decision support technology tools facilitate especially personal and customized product recommendations

“Customized Consultation” Landing Page…Upload your photo now for real-

time tips from a Bobbi Brown Makeup Artist ….completely customized for you…

Good Content is Key in the Path-to-Purchase

…and user generated content is unbeatable

Connect and leverage cross-channel conversations

Incorporate Shopping into Value Added Content

• Users and company stylists upload looks to a socially connected, “Pinterest style” board

…to encourage product discovery and easy browsing

Shift from Random Acts to Purposeful Storytelling (Forrester Research)

Content is the way consumers understand the role and relevance of The Coca-Cola Company brands.

-- Jonathan Mildenhall, Coca-Cola Company

“

Tell the Whole Product Story

Put real merchandising muscle behind specific products or categories

…and make an emotional connection

Tell the Whole Product Story

…promote value added content so users know it’s thereProduct Directory Page “Pinterest Style” Content Landing Page

A very common mistake: Even the best content is a waste of resources if consumers don’t know it’s there

Value Added “How-To Choose” Content

…helps customers really understand and select wisely

Authentic “How-to” Content Builds Relationships

…by showcasing your support for their lifestyle

• Demonstrate authority and keep users sharing, buying and coming back

Differentiate with Authentic Storytelling

• Company history and heritage content lends authority, reinforces the brand and helps differentiate from a sea of choices

Differentiate with Authentic Storytelling

• “How they are made (or selected)” and other behind the scenes content make brands and products “relatable” to target audiences

Differentiate with Authentic Storytelling

• Keep it personal for maximum impact, believability and loyalty

“To disguise the juice stains on her

clothing, she had a sleeveless dress

made from colorfully-printed cotton.”

Leverage Other Voices to Ignite Connections

New voices, enhanced authority, true credibility and always fresh content…all made possible with the addition of guest bloggers, employee posts, partner articles and user generated content

-- Ken Burke, MarketLive

“

Real Employees, Real Words, Real Emotions

• Share employees’ involvement in and passion for your products, company, industry and mission

Seven for Seventh! Seven proud employees let you in on what makes the Personal Care line so special

“My favorite part about our products is that we don’t test on

animals…

…it’s why we get to display this little bunny…

…I’m thinking about getting a bunny tattooed to show my love

for Seventh Gen and bunnies everywhere.”

– Laura, Project Manager

…strike a genuine chord

User-Generated Content is a Must-Have

…integrate the customer’s voice across the site and social media Move reviews and testimonials outside the product detail page

User Videos and Pictures are Ultra-Powerful

Solicit and present customer video/image reviews

Make video option prominent for review contributors

Encourage social sharing

Include “Trusted Expert” Reviews

• Put expert opinions front and center

Employees Bloggers &

Editorial Writers Product Testers

• Offer a variety of picks from different experts

…honest opinions add authenticity

“could benefit from more

Spanish activities”

Partner Up for Additional Authority

Wayfair’s partnerships with different home lifestyle publishers hit the mark…

...transform a commoditized, frustrating, time consuming “search-click-search-click-search” experience….

…into a “just for me!...that-will-be-exactly-what-I’m-looking-for” experience

…and built-in affinity

Curated Collections & Editorial from Partners

Section includes links to different merchandising collections and advice

Strongly editorial and but thoroughly shop-able

A great blend of relevant content and commerce

…reinforces authority and credibility in your category

Stand Out: Live Digital Events with Experts

Consumers are hungry for real time content about their passions

Educating, inspiring or solving problems all opportunities

Build trust and demonstrate authority…and consumers buy more products

• Good events show up in search engine results & continue to get views long after the live presentation

• After the live event they make good, lasting blog content

Stand Out: Live Digital Events with Experts

• Live broadcast to introduce new items

• Product demonstrations

• Special discounts for live viewers

• Shop the products being demonstrated while watching

• Live, interactive Q&A

• Many questions live by the video hosts, balance & repeat in the running window

“Bring Consumers With You”

…to insider events and product sourcing journeys

• Tweet, video interviews, post photos and updates…fresh, interesting content for every social & site option

Wrapping Up with Some Key Principles

• It elevates the brand: Great content gives people a great impression of your company.

• It increases brand awareness: SEO-friendly and social-friendly content gets seen by more people who may interested in what you sell.

• It helps generate leads and referrals: With more people able to find your content, and with your content designed to stimulate action, you’ll have more opportunities to make sales.

• It increases customer loyalty: When your content conveys that you understand your customers and appreciate their problems, you build trust and confidence.

• It differentiates your business in a powerful way: Customers and prospects continually check you — and your competitors. People naturally gravitate to businesses that offer superior content experiences.

…about the value of good marketing content

Source: Content Marketing Institute “Quality Content” 4/13/2013

Customer Service is an Often Neglected but Powerful Touchpoint

Would you use the same language, tone and attitude when speaking to a customer at the register as you do on your website?“

Are You Listening? Social Media Brand Mentions

…are a highlight reel of what your customers are experiencing

are about issues with products or services70%

of the time

are Customer Service interactions complaints 60

%of the time

are new product ideas32%

of the timeSource: Exact Target, 3 Truths Every CMO Needs to Know About Social Media and Customer Service

Social Media Content is in Part about Response

…and it’s critical for loyalty and retention

switch brands following a poor customer service experience89%

of customers

83%of customers

said they liked – or even loved – when a company responded to them

believe that companies won’t respond to their tweets

51%of customers

give companies one week to respond to a question, comment or concern before they stop doing business with them

50%of customers

of complaints are all that are responded to by companies on Twitter29%

Source: Exact Target, 3 Truths Every CMO Needs to Know About Social Media and Customer Service

Are You Listening? Social Media Brand Mentions

…are a highlight reel of what your customers are experiencing

Sometimes the content that’s needed is to promptly respond to social media comments

These posts appear on the FB page of a high end retailer…

…and have no company responses I months to a host of ongoing negative comments

“I could not be more frustrated and

disappointed with [retailer]. Terrible customer service

policy for a brand with this kind of luxury

reputation…”

Take Customer Service “Out of the Box”

…with rich, brand-friendly customer service content

• Proactive customer service

Take Customer Service “Out of the Box”

…with rich, brand-friendly customer service content

• Proactive customer service

…with rich, brand-friendly customer service content

• Put a branded voice and style forward to really connect and build trust

Take Customer Service “Out of the Box”

Take Customer Service “Out of the Box”

…with rich, brand-friendly customer service content• Put a branded voice and style forward

to really connect and build trust

Questions?

Thank youContact MarketLive:

877-341-5729

info@marketlive.com

617B Second Street

Petaluma, CA 94952

www.marketlive.com