Matthew clyde ideas collide digital summit 2016
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Transcript of Matthew clyde ideas collide digital summit 2016
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MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD
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Hello & Thank you.
MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD
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Connect
.com
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ideas*collide
CUSTOM MARKETING SOLUTION STUDIO CONTENT DEVELOPMENT to MARKETING AUTOMATION Est. 2005 Phoenix | PortlanD
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Welcome to Phoenix
ideascollide.com/ideas
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content marketing is growing up, are you growing up with it?MATTHEW CLYDe, President
Ideas Collide Marketing Communications
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SESSION – Content MarketingWhy content marketing is at the
centerExplore how content marketing Is
evolvingInspire & Spark ideas OR NEW
solutions
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Customer Journey • RELEVANT• VALUABLE• ANTICIPATED• PERSONALIZED
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Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...
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Constantly Feed the Content Flight Plan
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Expanding Content Marketing Is…
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Content Marketing has matured & content itself is the fuel that powers the entire modern marketing engine. Brands MUST NOW put content at the center of the holistic customer experience they provide — every channel, every time, every customer.
Source, Mashable
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Content Marketing Is…Challenging
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9 out of 10 businesses are doing content marketing in some way, but their success rate is only about 30%, content marketing institute 2015
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ShiftingContent Marketing Is…
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The focus will be shifting from
simply creating ‘more’ content to serving the ‘right’ content; hyper-relevant content delivered instantly to them wherever they are engaging — social, email, or any channel…– Amanda Todorovich,
content marketing director, Cleveland Clinic
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photo sourced from shutter stock
70% of consumers prefer Getting to know a company via articles rather than ads.
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photo sourced from shutter stock
Waiting & HUNGRY on their journey
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another crummy commercial
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74% of online customers frustrated with brands that deliver content that appears to have nothing to do with their interests.
JanraiN, 2015
photo sourced from shutter stock
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Time for content marketingto grow up
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• MARKETING Automation
• Visual IMPACT• Sensory ENGAGEMENT
• Data DRIVEN• Omni-CHANNEL
How?growing up
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Marketingautomation
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Content Marketing Planning & Marketing automationUNIFYING BOTH IN A
FRAMEWORK PROCESS
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Content Marketing Planning & Marketing automation1.SET OBJECTIVES
2.Define personas
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PERSONAS
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Content Marketing Planning & Marketing automation3. Document THE
PURCHASE PATH & the customer JOURNEY
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Customer Journey intersection points / path to connect and influence • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING
• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile
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CONTENT IS KEY DRIVER
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Content Marketing Planning & Marketing automation4. Create content
• Map content to the journey• Address persona pain points• Provide value ( don’t just ask or remind: drink
more ovALtine)• Identify / use tools to prep publish & Deliver
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4 PHASES OF NURTURE
Phase 1: AwarenessPhase 2: Interest
Phase 3: Consideration
Phase 4: Purchase Intent
Nurture Campaign Overview
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Content Marketing Planning & Marketing automation4. SET BENCHMARKS
• Scoring model• Conversion points• Kpi’s
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SCORING MODELS A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
Engagement
Profile Fit
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Content Marketing Planning & Marketing automation5. PUBLISH, MEASURE &
OPTIMIZE
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Smart Nurture – CONTENT FLOW
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CONTENT FRAMEWORK PROCESS
INVENT / INTEGRATE / IMPACT
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• Explore and set a TOOL: from SIMPLE to complex enterprise systems
• DEFINE YOUR OBJECTIVE & CUSTOMER JOURNEY
• Develop Personas • HAVE CLEAR Road Map – HOW WILL YOUR CUSTOMER CHOOSE THEIR own adventure
• LAUNCH, MONITOR & OPTIMIZE
Take Note MARKETING Automation
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Visual IMPACT
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Brands will need to experiment with just about any form of digital
storytelling as the competition for attention time only gets
fiercer. —Ari Kepnes, Content Strategist
Visual IMPACT
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Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...
the competition for attention
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Visual IMPACTGUIDE
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Be bold.BE HUMAN.
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We don’t make jeep. You do.
#MyJeepStory
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Be passionateINPSIRE action
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Visual Storytelling Rule make me care & then I WILL share
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Paul Mitchell | Graphics | Personal Stories & Charity Give Back Messaging
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INSPIRE PASSIONMake me CARE & SHARE
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Be UNIQUE. TAKE A DIFFERENT POINT OF VIEW.
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Be simple
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SIMPLE IDEAS CAN STILL BE BIG IDEAS.
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SIMPLE IDEAS CAN STILL BE BIG IDEAS.
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Be agilePrototype fast
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360 prototype – Suns LINEUP
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It doesn’t have to be studio produced to get big results• Film studio in hand via
mobile devices• Visually present your
concept, storyboard, bring to life/market
• Constantly FEED YOUR content FLIGHT PLAN
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BE ready.
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LIVE FROM … MORE IN THE MOMENT CONTENT
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• BE UNIQUE• BE BOLD – EMOTION DRIVES ACTION
• BE SIMPLE• BE AGILE • BE READY
Take Note VISUAL IMPACT
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SensoryENGAGEMENT
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appeals to all the senses – MORE ENGAGEMENT & INTERACTION WITH the brand USING THE SENSES to relate with customers on an emotional level.
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Video HAS BEEN THE rage … Now the MOST innovative brands will follow suit with virtual reality, building dedicated destinations for high-touch campaigns.
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Sensory Technology –Personal Attention
Consumers will spend only three seconds looking at a smart watch
HOW WILL your brand communicate valuable
information in a "glanceable" time frame?
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• 3- 8 second engagement
• Integration of platforms FOR MULTI-TOUCH: Periscope to snap chat
• Virtual reality / 360 Video expansion & growing OPPORTUNITIES
• What can you do to make your content appeal to all the senses?
Take Note
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DataDRIVEN
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DaTA - Overwhelming- complex - overload
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DataIS CONTENT
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Treat DataSAME AS YOUR CONTENT MARKETING PLAN
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DataSTORYTELLING
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DataCONCISEShort attention spanInform PERSONA engagement
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Data can be repurposed from many sources 1 Data Point / Multiple Sources of Content
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2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
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2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
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TELL A STORY WITH YOUR DATANOT NEW approach.JUST MORE PRESSURE TOEXTRACT & DELIVER CLEARMeaningful data
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SHIFTING metricsTRADITIONAL NEW / ELEVATED METRICS• Page views
• CLICK THRU
• Email CAPTURE
• Single Attribution
• ENGAGMENT & ATTENTION MINUTES ON CONTENT
• FULL conversion path, SCORING MODELS
• PROFILE CAPTURE, content path SELECTED
• mulTI-point attribution
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Simple/USEFUL (BASICS) Google AnalyticsFacebook InsightsHootsuite ProMiniTab 17INDEPTH & ELEVATED DATA INSIGHT TableauSAPORACLE SRMAdobe
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DATA WILL SHAPE THE real story TO TELL
Tell you … WHAT THEY WANT TO
TALK ABOUT NOT WHAT YOU WANT TO TALK
ABOUT…
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Business intelligence map against business intelligence – developed by Grid
www.g2crowd.com/grid_report
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• Invest in the data to extract the story
• DATA Elevates your engagement, response to deliver enhanced content marketing
• TARETING: Right MESSAGE, RIGHT MEDIUM
• BETTER PINPOINTING HYPER LOCALIZE MESSAGE
Take Note
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OmniCHANNEL
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Customer Journey • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile
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ideasabound
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Super bowl ADS, SUPER CONTENT
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Mini coke – Super bowl CONTENT
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RESULTS FROM ELEVATING your content marketing
Bring your brand
to life at the center of discovery
Reach the right people with relevant
creative
Advanced people
through the marketing
funnel
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Customer Journey • RELEVANT• VALUABLE• ANTICIPAT
ED• PERSONAL
IZED
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Customer Journey • MARKETING
AUTOMATION • Visual IMPACT• Sensory ENGAGEMENT• Data DRIVEN• OMNI-CHANNEL
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Connect
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Thank You