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Marke&ngintheFlow:ContentMarke&ngandtheA5en&onEconomyforPodCampToronto2012–February26,2012

ContentMarke+ngisaboutcrea+nganddistribu+ngrelevantandvaluablecontenttoa5ract,acquire,andengageaclearlydefinedandunderstoodtargetaudiencewith

theobjec+veofdrivingprofitablecustomerac+on.Thissessionwillshareinsightsandexperiencesfromthefront-linesofthisneweraofContentMarke+ng.(Defini+oncourtesyoftheContentMarke+ngIns+tute).

Ques&onsAnsweredWhatiscontentmarke+ngandwhydoesitma5er?Whichtrendsaredrivingthisdiscipline?Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsofcontentmarke+ngtoigniteac+on?

Presenta&onDesignEn&relyInspiredbyZackHollman’samazingtutorial:SlideDesignforDevelopers:

h5p://zachholman.com/posts/slide-design-for-developers/

Font:YanoneKaffeesatzh5p://www.yanone.de/typedesign/kaffeesatz/

Pale5e:OceanFiveonCOLOURloversh5p://www.colourlovers.com/pale5e/1473/Ocean_Five

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I’mLeona

- Idointegrateddigitalmarke+ngforalivingatSocialMediaGroupwithanamazing

teamandincredibleclients

- Havebeendoingcontentmarke+nginoneformoranother,throughoutmycareer–

 journalismschoolgrad.Thenpublicrela+onsandmarke+ngcommunica+onsclients

insectorsasdiverseasvideogames,healthcaretechnology,foodandnutri+onandtelecommunica+ons.WorkedwithYahoo!inCanadaandtheUS–pr,digital

marke+ngforuserengagementandpartnermarke+ng.WasDirectorof

Communica+onsandMarke+ngTucows,establishedcommunica+onsandmarke+ng

func+onfordigital,socialand24-7customercommunica+on.BeenatSMGforthree

yearsandhavedoneContentMarke+ngprojectsforsomeofNorthAmerica’smost

establishedbrands.

YouguyshereatPodCampTorontoaregengasneakpeaktoday–thispresenta+on

isbasedona2-partwhitepaperseriesonContentMarke+ngIco-authoredwithacoupleofmycolleagues.Iexpectwe’llreleasethosewhitepapersinthenextcouple

ofweeks.Staytunedforthat.

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Here’souragendatoday:

Whatiscontentmarke+ngandwhydoesitma5er?

Whichtrendsaredrivingthisdiscipline?

Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsof

contentmarke+ngtoigniteac+on?

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http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 4/27

 

Thisdefini+onfromCopyBlogger(h5p://www.copyblogger.com/content-marke+ng/)

 –withsomeofmytweaksadded

ContentMarke&ngmeanscrea+ngandfreelysharing(informa&ve,relevant,

awesome)contentasameansofconver+ngprospectsintocustomersandcustomers

intorepeatbuyers.Theprimarygoalistoobtainopt-inpermissiontodelivercontentviaemailorothermediumover+me.Repeatedandregularexposurebuildsa

relevantrela+onshipthatprovidesmul+pleopportuni+esforconversion,ratherthan

a“one-shot”all-or-nothingsalesapproach.

Sothat’swhatContentMarke+ngis---butwhydoesitma5er?Whyshouldwecare?

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Conversa+onshappenaroundasocialobject.

Oneofthefirsttopopularizetheideaofsocialobjectsinmarke+ngwasHughMcLeodatGapingVoid.BuildingontheworkdoneonsocialobjectsbyJyriEngeström,founderofJaiku,in2007,Hughwrote:

TheSocialObject,inanutshell,isthereasontwopeoplearetalkingtoeachother,asopposedtotalkingtosomebodyelse.Humanbeingsaresocialanimals.Weliketosocialize.Butif[you]thinkaboutit,thereneedstobeareasonforittohappeninthefirstplace.Thatreason,that“node”inthesocialnetwork,iswhatwecalltheSocialObject.

Weallknowhowcrucialwordofmouthistomarke+ngsuccess.Theonlywayit’sgoingtogetwordofmouthisifthereissomethinginitforthepersontalkingaboutit.

HughMcLeodsays:

Thepersonyouwanttalkingaboutisnotdoingitforthemoney.She’llonlytalkaboutitifitservesasaSocialObject.A“hook”tomovetheconversaIonalong.

 Ahookshecanuseitasawaytorelatetoherfellowhumanbeings.

Online,eachuniquepieceofcontentproducedhasthepoten+altobecomeasocialobject—tobethat“node”thatstartsaconversa+on.Youmustkeepthatinmindandunderstandthatasfundamentalinordertodosuccessfulcontentmarke+ng.

h5p://gapingvoid.com/2007/12/31/social-objects-for-beginners/

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Image:HughMcLeod,GapingVoid

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PeopleLikeFindable,UseableContentthatResonates

Peoplehavetoconsumeyourcontentbeforetheycantransformitintoasocial

object.First,theyhavetofindit,soitmustbeeasilyaccessibleandop+mizedfor

search.Next,itmustbeinausable,sharableformat.Thea5en+onoftheaudienceis

arareandpreciouscommodity.Ifthecontentcan’tbequicklyscanned,understoodorsavedforlater,itisn’tlikelytobeconsumed.

Ul+mately,wewanttheusertofirstconsumeandthenreactwhencontent

resonates.Wewanttocreatecontentthatstrikesachord,somuchsothatthe

consumergivesita“socialgesture”(theequivalentofaFacebookLike,aGoogle1,

oraDiggvote),sharesit,commentsonit,orusesittocreatetheirowncontent.

That’sthethingthatmakescontentmarke+nginteres+ng.Contentresonance(the

likelihoodofcontentto“strikeachord”)variesbytheindividualitneedscontext.

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Thisphotomaynotresonatewithyouatall.–

- MaybeyouNevercommutedontheTTCtojobinthispartoftownlikeIdo

Photo:

citydweller•[iPhone4]©2012TahaMuharumaPhotography

Via:h5p://fuckyeahtoronto.tumblr.com/post/1676844343

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Youmightlovethis,ornotgetitatall.(Iloveit)

Image:TheKi5enCovers:h5p://theki5encovers.tumblr.com/post/1211492214

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Youmightthinkthisisacutekid.She’smyniece,sothisimageresonateswithmeon

anen+relydifferentlevel.

Photo:

h5p://www.flickr.com/photos/leonahobbs/607404797/in/photostream

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Wealllikewhatwelike.asindividualsweselec+velyconsumecontent

GIF:

h5p://vintagegal.tumblr.com/post/16712499948/audrey-hepburn-in-sabrina-194

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Qualitycontentfindstheuserthroughtheirnetworks.

Usingcontenttoearna5en+onandmarketwillforcemanymarke+ngorganiza+ons

tochangefrom“push”to“pull.”Thecontentmarke+ngopportunityistounderstand

anddefinenewmarke+ngstrategiesandexecu+onsthatcapitalizeonthissignificant

shi.

Massmediamarke+nghasbeenpermanentlydisruptedbythefragmenta+onof

a5en+onbroughtaboutbytheinternetandrelatedtechnologies.Quitesimply,we

don’tconsumecontentwhereweusedto.ContentMarke+ngisaholis+cand

strategicresponsetothisdisrup+on;itistherecogni+onthatthemassmedia

broadcastmethodof“interruptandrepeat”isnottheonlymeansofgeng

consumers’a5en+on.Whenmanagedproperly,ContentMarke+ngcanscaleand

deliverincredibleresults.

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Therealityisthathigh-qualitycontentfindsusersthroughtheirnetworks.Thereisfar

toomuchcontentcreatedforanysinglepersontofilter.Wedevelopnetworksof

peoplewetrust,andtheby-productofthisisacollec+vefilteringofcontentdownto

a(more)manageablestream.Coupledwithappsandsocialnetworks,thisfiltering

behavioramountstocontentaggrega+onandcura+on.

Ifyoufailtocreatecontentthatengagesyouraudienceandresonateswiththem,you

willnotevengetoutofthegateintermsofreapingtherewardsofthenetworkeffect

becausenoonewillsharethecontentandconsumethemessage.

Image:

h5p://www.flickr.com/photos/verbeeldingskr8/3638834128/in/photostream/

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Socialnetworkingisonthego,outofthehouse,andoutoftheoffice.Morecompe++on,variety,power,andaffordabilityindeviceswillfueltheincreaseofubiquitoussocialcompu+ng–meanspeopleconsumecontentconstantly,andarehyper-connectedtotheirsocialnetworks.

:h5p://www.flickr.com/photos/tylersilva/4779673639/

Allowmetohityouwithsomestats:

Socialnetworkingisthemostpopularonlineac+vityworldwide.SocialnetworkingaccountedfornearlyoneineveryfiveminutesspentonlinegloballyinOctober2011,rankingasthemostengagingonlineac+vityworldwide.Socialnetworkingsitesnowreach82%oftheworld’sinternetpopula+onage1andolder,represen+ng1.2billionusersaroundtheglobe.h5p://www.comscore.com/Press_Events/Press_Releases/2011/12/Social_Networking_Leads_as_Top_Online_Ac+vity_Globally

U.S.smartphonepenetra+onisnearlyatthehalfwaymarkasofJanuary,accordingtothelatestNielsendata.The48%ofAmericanadultswithsmartphonesReadmore:h5p://www.mediapost.com/publica+ons/ar+cle/16808/nielsen-smartphone-penetra+on-reaches-48.html#ixzz1nUUdVU3D

Youngeradultsaremorelikelytohavesmartphones.The24-34agegrouphadthehighestpropor+onofsmartphoneownersattwo-thirds.Thatwasfollowedcloselybypeopleages18-24,at62%,andpeople3-44,at8%.Readmore:h5p://www.mediapost.com/publica+ons/ar+cle/16808/nielsen-smartphone-penetra+on-reaches-48.html#ixzz1nUUm6Uam

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Socialpla}ormintegra+onwithwebsites.We’vebeentalkingtoourclientsabout

websitesservingasdigitalhubsforsocialcontentsince2007–(there’slotsofgreat

contentoutthereaboutthehubandspokemodel),allbrands(organiza+ons,

individualsdonotexistinisola+on–mustintegratetorelevantinasocially

connectedworld-

- Hugestridesmadeinthisspaceoverthepast12months

- AccordingtoGoogle,the1bu5onisnowbeingservedbillion+mesperday;

(impressions)

h5p://techcrunch.com/2011/10/03/google-1-bu5on-served-2-3-billion-+mes-a-day-

or-is-it--billion/

Facebook’ssocialpluginsaremassive,thrutheOpenGraph–allowsfordeep

Integra+onintotheFacebookexperience.Growlas+ngconnec+onswithyourusers.

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ContentCurators-Build,Visibility,AuthorityandValue–theyarekeytoContentMarke+ng

RohitBhargavadefinesContentCura+onas--Theactoffinding,grouping,organizingorsharingthebestandmostrelevantcontentonaspecificIssue.Ref:h5p://copyclique.tumblr.com/post/1084020862/content-cura+on-what-is-it

Lovethisgreatdiagram–LinkDiscoveryToolsallowusto(1)selectalink(2)Enrichthatlinkwith

content/contextandusingpublishinganddistribu+ontools(3)PostContentcura+onhappensonatopic,theme,narrownicheandattheindividualtaste/preferencelevel.

Howmanyofyouarecrazyforcura+ng?

Howmanyhaveconnec+onsintheirnetworkwhoareavidcurators?

Iamslightlyobsessedwithcura+on–Ihaveworkflowsfrommylaptop,iPadandiPhonetocuratecontent.

Mydiscoverytools- PrimarilyRSS–GoogleReaderFeedly(seriouslyloveFeedly)

Myprimarypublishinganddistribu+ontoolsTwi5er

FacebookTumblrLinkedInWordpressYammer

Image:h5p://www.flickr.com/photos/raphaelle_ridarch/313179773/in/faves-leonahobbs/

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Pinterest–IknowthishasbeenahottopicatPodCampTorontothisyear.Itisahottopicallovertheplace.Contentcura+onismasive,meaningthere’sa

ThisistheoneofthemostpopularPinterestusers–JaneWanghas2.millionfollowers.

h5p://pinterest.com/janew/

1.millionuniqueusersvisitPinterestdailyspending14minutesonthesite(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/) Uniquevisitorsgrew429%fromSeptembertoDecember2011(h5p://mashable.com/2012/01/29/pinterest-retail-infographic)Usersare80%femaleandbetweentheagesof2-4(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/) Only2%ofusershaveearnedabachelorsdegreeorhigherandliveonahouseholdincomeof$2-7K(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/)

Pinterestreferraltraffictofiveapparelretailersexperienceda389%increasefromJulytoDecember2011(h5p://monetate.com/infographic/is-pinterest-the-next-social-commerce-game-changer/#.TyXMeJ7r8tU.twi5er) Pinterestdrivesmorevisitstothird-partywebsitesthanGoogle,YouTubeandLinkedIncombined(h5p://monetate.com/infographic/is-pinterest-the-next-social-commerce-game-changer/#.TyXMeJ7r8tU.twi5er)

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LikePinterest,Tumblrhadahugeyearin2012,globallythesitesawgrowthfrom10to

90millionmonthlyuniquevisitsfromJune2010toJune2011.Thepla}ormsees

38,000postsperminute,with42%ofthosepostsbeingphotos.Itisafairlyeven

gendersplitbetweenmales(1%)andfemales(49%).Themajorityofusersare

concentratedinthe18-34year-oldagegroup(36%)andamong3-49year-olds

(31%).

Asofthiswri+ng,therewereover17billiontotalpostsonTumblron44millionblogs.

Today,Tumblrusersmade4,449,994posts.

References:

h5p://thereal+mereport.com/2011/11/2/social-networking-stats-tumblr-

grows-900-globally-in-one-year-rltm-scoreboard/

h5p://tumblr.com/about

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Check-inonhowwe’redoing.Next,

Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsof

contentmarke+ngtoigniteac+on?

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Marke+ngintheflowoftheuser’sconsump+on.

danahboydsaysitsowellhere,(inapostbyJamesGross):

Makingcontentworkinanetworkederaisgoingtobeaboutlivinginthestreams,

consumingandproducingalongside“customers”—consumingtounderstand,

 producingtoberelevant.

Asacontentcreator(orcontentmarketerforyourbrand,product,ororganiza+on)

yournumber1priorityistogetyourcontentintothestream

Wedothatbycrea+ngcontentthatenrichestheuser’ssocialmediaexperience

ratherthanjustblas+ngmessageoutatthem

Ifyourcontentiscompellingandworthyofashare,itwillgetno+cedandliked,

generatecommentsandretweets,itwillhaveearneditswayintopeople’sstreams.

Next,letstakealookatthetac+cstepsyouneedtotakeac+ononContentMarke+ng

Ref:

h5p://jamesgross.com/post/144692329/marke+ng-in-the-flow

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Aneffec+veframeworkforContentMarke+ngincludesconsidera+onsfor:

• Audienceinsights

• Themesandmessages

• Format

• Standards

• Workflows&Approvals• PerformanceTracking

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Developcontentworthsharing

Thinkaboutwhatwillencouragepeopletosharethecontentassetsyou’vecreated

andhowyoucanbuildthoseelementsintoyourasset.GreatContentMarke+ng

needscontentworthsharing.Whenconsideringcontentdevelopment,thinkbroadly

abouttheopportunitytorepurposeexis+ngcontentassets,partnerforsponsoredcontentwithamediaoutlet,andcreatenewassetsfromscratch.Whendoingso,

considerincorpora+ngthefollowingelementsthatencouragesharing:

Humor

Referencesspecifictoyourtargetcommunity

Open-endedorintriguingelementsthatencourageuserstoseekfurther

informa+on

Opportunityforpar+cipa+on

Nostalgia

Source:HenryJenkins,XiaochangLi,AnaDombKrauskopf&JoshuaGreen.IfIt

Doesn’tSpreadIt’sDead,2009.

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It’snotjustaboutthemessageofthecontentitself;content format playsalargeroleinmessagedeliveryandhowcustomersretainthemessage.Asdiscussedabove,socialnetworkshavechangedhowmanypeopleconsumecontent,andresultedindecreasedusera5en+onspansduetothechoicestheyhaveandthebarrageofinforma+ontheyarefiltering.

Op+mizingforthesocialwebensuresassetsareforma5edanddeliveredinawaythatresonateswith

socialnetworkusers.

Itreflectsknowledgeofthetargetaudience–whotheyare,wheretheycongregate,whatthey’retalkingaboutandwhatma5erstothem.Ithasvaluefortheuser–couldbeinforma+on,entertainment,orareflec+onofself.Itisdesignedtoearntheaudience’sa5en+on.Considertheaudience,theira5en+onspanandthetopic.Formatisop&malforsocialsharing–YouTubevideosspreadwellbecausethey’reeasilyembedded,andcanbetracedbacktotheiroriginalsource.Videos,photosandillustra+onsareoenmorecompellingthantextalone.Theusercantrackbacktothebrand–whilecontentshouldn’tbesales-focusedortooheavilybranded,engagedusersshouldbeabletoeasilytracebackcontenttoacompanysourceandwebsite.Thisprocessshouldeasilyallowtheusertoengagemoredeeplyandul+matelyconvert.Itisabletobeviewedinmul&pleplaorms–createcontentthatcanbeconsumedinmul+plebrowsersandmobiledevices/pla}orms.Itreachesuserswhentheyareonline–useanaly+cstounderstandpeakdaysand+mestodistributecontent.Tracksitevisits,conversionsand+mecontentlaunchesaccordingly.Itiseasytofindandeasytoshare–ifit’s+meconsumingortedioustogettoorsharecontent,manywon’tbother.Itissettobesyndicatedtomul&plesources–publishingandpromo+ngcontenttomul+pleproper+esandintegra+ngitintoothermarke+ngac+vi+esincreasesthechancethatitwillbeconsumedbytheaudienceswhoma5er.Thebrandencouragessharing–ac+velypromotesharingaspartofyourrela+onshipwiththeconsumer.

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ContentMarke&ngWorkflow

Eachchunkofthisworkflowisgoingtohaveitsownprocesses,documenta+onandbestprac+ces.Acollabora+onpla}ormlikeawikimakesallthedifferencefortrackingitera+onsandkeepingthemanymovingpartsorganized.

Breakingdownthechunksofworkflow:Create –Develop(orsource)contentthatdeliversvaluetotheaudiencebybreakingdowncomplexideasintomul+plesmallerideas.Laserinontheseimportantideasandcreate,repurpose,oraggregateassetstocommunicatetheseideas.Editlongerformsoftext(e.g.,reports,ar+cles,documenta+on)intoformatsthatareeasytofind,consumeandshare.Invitedialoguewithanappropriateamountofbranding.Consistently,SocialMediaGrouphasfoundthattheuseofabrandedlogoinadthumbnailsforpaidsponsoredplacementsreducesassetperformancebyabouthalf.Approve –Marke+ng,brand,andlegal,compliance—howmanyteammembersneedtoreviewandapprovecontentbeforeitisreleased?Cutdownon+mespentinapprovalsbyusingthecollabora+onpla}ormtosystemizeanddocument.Crucially,educateyourapprovers.Theyhavebeencondi+onedformassmediaandthetendencywillbeto“makethelogobigger”andover-brandcontentmarke+ngassets.Thiskillsperformance.Educateearlyandsell-throughsuccess.Syndicate–Placecontentinrelevant,targetedsocialwebenvironments,suchascompany

webpages,allowingforpointsofdeeperengagementwiththebrand.Thisisapointforintegra+on–cananassetdevelopedforacampaignbeusedelsewhere?Howcanemployeeshelppromoteassetswithintheirownnetworks?Measure–Establishacon+nualcycletoreviewdataandobtaininsightsthatcanbeappliedinsubsequentcontentcrea+onandsyndica+onac+vi+es.

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Youcanhavethebestcontentintheworld,butnoContentMarke+ngstrategyiscompletewithoutconsideringmeasurement.Measurementisanintegralpartofdemonstra+ngbusinessvalueasContentMarke+ngcampaignsaredevelopedandlaunched.Itisimportanttonotsimplymonitorthemetricsthatareeasiesttocount,butinsteadestablishmetricsthatare+ghtlyalignedandtrackedbacktobusiness

goals.

AndrewHannellyattheblogEngageproposesthattherearereallyonlyfivekeyques+onsthatContentMarke+ngmetricsneedtoanswer.Howmanypeopledidwereach?Howmanyofthosepeopleengagedwithus?Howdidtheirpercep+onchangeofus?Howmanyendedupspendingwithus?Howefficientwasit?

Therearehundredsofmetricsthatcouldbeusedtohelpanswertheseques+ons.Thecrucialthingisthatweconsidermeasurementfromtheoutset,alignContent

Marke+ngtoobjectsand…haveablastwhiledoingit!

Ref:hLp://engage.tmgcustommedia.com/2011/06/the-only-5-content-markeIng-metrics-that-maLer/ hLp://www.smarInsights.com/digital-markeIng-strategy-alerts/measuring-content-markeIng-kpis/ 

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