Yahoo 2015. Confidential & Proprietary.
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Confidentiality & Privacy
Yahoo 2015. Confidential & Proprietary.
The paradox of brand storytelling
Source: SmartInsights European Poll: http://blog.hubspot.com/marketing/content-marketing-in-europe-data
The Content Marketing Challenge: The Solution:
What are the factors that drive the best content marketing experiences? 1 Marketers who believe in the power
of content marketing 97%
Create a measurement model to calculate the ROI value of content marketing 3
Their company’s adoption of content marketing has been poor 71%
Create a ‘how to’ around delivering the best content marketing for marketers 2
Have found it difficult to measure the ROI of content marketing 71%
Yahoo 2015. Confidential & Proprietary.
How we explored content
5
Phase 1 Gathering ideas and concepts to test
Understand the C-suite view of 25 UK brands
Marketing Society Event
A view of CM in today’s media landscape
Expert Interviews
Academic perspectives, concepts of ‘engagement’
Desk Research
Phase 2 Developing a best practice framework
Consumer view from across Europe
Digital Communities
Visual and graphical clues to engagement
Semiotic Analysis
In-depth views from three UK groups
Consumer Groups
Phase 3 Establishing key drivers of content marketing
Visual and graphical clues to engagement
Semiotic Analysis
4,000 person, multi-market quant
Online Survey
Yahoo 2015. Confidential & Proprietary.
Creation of the content opportunity
Old World rules of broadcast and interruption have become less relevant
Content Marketing becomes the most credible vehicle for facilitating this
New World brand – consumer relationship
Brands No longer hold all the power, must be responsive to consumer demands
Consumers Expect brands to be more
open, transparent, and accessible and care about
them more
Yahoo 2015. Confidential & Proprietary.
Industry guidance required
“We need to understand what our measures actually mean – as a global marketing team we can get excited about 3 million likes on Facebook, but often they’re actually being derogatory towards the brand. We need to understand if they’re promoters and what they’re actually saying”
What are the rules of play?
Isn’t much activity is happening ‘off-piste’?
Is it about CR, Sales, or
CRM? All of the above? What role does
it play in the overall marketing
toolkit?
Content Marketing
Yahoo 2015. Confidential & Proprietary.
Evolution of the purchase funnel
Relationship Building
Tactical Sales Push
Brand Building
News & Personal Saliency
Consideration
Preference
Purchase
Awareness
Tradition Marketer’s Purchase Funnel Current View
Content Marketing Cycle Future view – loyalty benefit
Yahoo 2015. Confidential & Proprietary.
Content consumption’s New World Order
‘I find content’
Old World
‘Content finds me’
New World
Content consumed in fixed silos. Interruption-tolerance ‘advertising’ relationship. Light digital. Older, 35+. Resists content marketing. Lower levels of engagement.
Constant feed of relevant content flows to them. Happy to accept sponsored content in return for aggregation services. Heavy digital. Younger, 16-34. Open to content marketing. Higher levels of engagement.
News
Music
Connection
Interests
Visuals
Humour
News
Connection
Visuals
Music
Interests
Humour
Source: Qualitative Research
Yahoo 2015. Confidential & Proprietary. Q32. Thinking about an average day, how much time do you spend..? Watching online video, reading online content, streaming music? Base: Older world - Less than 1 hr (n=2077), Transitioning - 1-4 hrs (n=1476), New world - 4+ hrs (n=516)
New World is the opportunity
35%
New World
2+ hours
23%
Old World
Under one hour
42%
1-2 hours
Transitioning
Online content consumption per day
Yahoo 2015. Confidential & Proprietary.
43% 56% 77%
31% 41% 68% These ads feel like brands put me first
CONSUMER-CENTRIC
Questions: Q29_6,Q29_9, Q29_10, Q29_5, Q29_8. Base: Older world (n=473-573), Transitioning (n=934-1068), New world (n=864-1009)
New World receptive to brand messaging
New World
2+ hours
Old World
Under one hour 1-2 hours
Transitioning
Online content consumption per day
These ads feel more personal
39% 54% 77%
More likely to pay attention
MORE EFFECTIVE
These ads make me feel more positive
43% 54% 79%
Yahoo 2015. Confidential & Proprietary. Questions: Q16, Q13, Q14, Q15. Base: Older world (n=448-930), Transitioning (n=936-1686), New world (n=968-1193)
..and get Content Marketing
53% 59% 66%
AWARENESS
Aware it is content marketing
New World
2+ hours
Old World
Under one hour 1-2 hours
Transitioning
Online content consumption per day
Find it enjoyable
Likely to share it
Find it appealing
EXPERIENCE
69% 73% 81%
70% 73% 80%
43% 51% 71%
Yahoo 2015. Confidential & Proprietary. Questions: Q7_1, Q7_3, Q11_2. Base: Older world (n=245-297), Transitioning (n=539-628), New world (n=683-773)
…and get Content Marketing
56% 63% 82% I believe what it is saying
25% 32% 61% It helps me to improve my everyday life
50% 55% 74% It doesn’t have a hidden agenda
New World
2+ hours
Old World
Under one hour 1-2 hours
Transitioning
Online content consumption per day
Yahoo 2015. Confidential & Proprietary. Q9_2, Q9_1 Base: Older world (n=605-635), Transitioning (n=1074-1154), New world (n=973-1005)
Content as a vehicle for inspiration
40% 49% 76% It inspires me to try new things
40% 47% 73% Opens my eyes to new perspectives and ideas
New World
2+ hours
Old World
Under one hour 1-2 hours
Transitioning
Online content consumption per day
Yahoo 2015. Confidential & Proprietary.
Which factors drive content impact?
We showed 1,000 consumers a set of best-in-class content marketing and asked them a number of questions about different aspects of it.
Purchase Intention
Brand Affinity Advocacy
We took this data and used a statistical tool called CHAID to model out which aspects are most likely to drive:
Yahoo 2015. Confidential & Proprietary.
It doesn’t have a hidden agenda
I believe what it is saying
It is something to
talk about
It is topical
Shows me new ways of doing things
It helps me improve my everyday
life
It is sincere
It provides plenty of
useful info
It evokes strong
feelings
Open my eyes to new perspectives
It makes me feel closer to the brand
It’s a fresh take
It interests me
I would return to it
in the future
Inspires me to try new
things
Memorable
It looks beautiful
Catches my attention
Which factors drive content impact?
19
It helps me learn new
things
Content Marketing
Yahoo 2015. Confidential & Proprietary.
Purchase Intention More likely to purchase
Brand Affinity Feel more positive about brand
Advocacy More likely to share
20
Inspiration. The primary influencer.
20
+ inspires me to try new things
Baseline
Potential multiplier effect 1.84 1.75 1.76
37%
68%
36%
63%
41%
72%
+ inspires me to try new things
+ inspires me to try new things
Yahoo 2015. Confidential & Proprietary.
Purchase Intention More likely to purchase
Brand Affinity Feel more positive about brand
Advocacy More likely to share
21
Inspiration. The primary influencer.
21
+ Feel closer to the brand
+ Evokes a strong feeling
Inspires me to try new things x1.84
x2.16
x2.29 + Feel closer to the brand
+ Open to new possibilities
Inspires me to try new things x1.75
x1.97
x2.14 + Improves my everyday life
+ Something to talk about
Inspires me to try new things x1.76
x1.98
x2.14
…combines well with factors that drive emotions
…combines well with factors that drive novelty and emotions
…combines well with factors that drive talkability and utility
Yahoo 2015. Confidential & Proprietary.
The Creative Consumer
22
‘In 2015 Consumers will care less about what they have or buy and more about what they can do or create… Reducing if not eliminating the barriers to the creation of high-quality output will be the key to delighting aspirational consumers everywhere.’
Trendwatching 2015 trends
Yahoo 2015. Confidential & Proprietary.
All brands have potential to inspire C
onsu
mer
Ben
efits
Brand A
pplicability
Creative New Ideas
Established Brands
Knowledge & Utility
New Brands
Inspiration
Yahoo 2015. Confidential & Proprietary.
The 6 steps to inspiring content
1.
Your Aesthetic, Your Content
2.
Knowledge Empowers
4.
Show Positive Intent
5.
No Trust, No Inspiration
6.
Keep Entertainment
Simple
3.
Tell Real, Compelling
Stories
Yahoo 2015. Confidential & Proprietary.
1. Your Aesthetic, Your Content
Client Tourism Board
Execution Content bringing to life the beauty of the UK countryside
• High-thought aesthetics • Coded to say ‘this content is
designed for you personally’: • Content journey starts and
ends with the consumer (brand incidental)
London, 16-24
“The beautiful scenic pictures make you want to read on and see what else there is to offer.”
Yahoo 2015. Confidential & Proprietary.
1. Your Aesthetic, Your Content
Client Global Appliance Brand
Execution Beautiful video recipes filmed from a first person perspective
• Described as slick, modern, professional & fresh
• Content seen as professional and inspiring
Female 35+, London
‘The imagery left your mouth watering with what they were cooking’
“Appeal”
+7 on avg
“Beautiful”
+11 on avg
61% 67%
Yahoo 2015. Confidential & Proprietary.
“Useful information”
+10 on avg
Client Home Furnishings Brand
Execution A project to make French homes and lives more sustainable
2. Knowledge Empowers
“Teaches me new things”
+11 on avg
• Regarded as informative and useful.
• Consumers are educated on recycling and energy concepts.
45% 46%
Yahoo 2015. Confidential & Proprietary.
Client Bottled Water Brand
Execution Users take part in an interactive adventure game
3. Tell Real, Compelling Stories
29
“Engaging”
+6 on avg
• Engagement through quizzes and videos of other people attempting to complete the course
• Course was authentic
32%
Yahoo 2015. Confidential & Proprietary.
Signal Society-positive
• Transparency and corporate responsibility are centre-stage
• If the reader is not first - then society at large needs to be
London, 16-24
“It was my absolute favourite due to how implicit the selling was… it was so informative…about prison life, with statistics and true stories”
Client Retail Brand
4. Show Positive Intent
Signal Reader-positive
• New World order rules are that the reader comes first
• Brand/publisher intent shines through • Trust and credibility essential
Semiotic Cues
Client Retail Brand
Yahoo 2015. Confidential & Proprietary.
5. No Trust, No Inspiration
Consumers who say they trust the content are at least 3x more likely to share it, or feel positively towards the brand.
Brand affinity
Active engagement
Share
Trust #1 Platform
#2 Placement
#3 Source
Yahoo 2015. Confidential & Proprietary.
Client Automotive Brand
Execution Online magazine with cultural content that inspires the brand
6. Keep It Simple
“Appeal”
+17on avg
“Entertaining”
+11 on avg
• Content is explorable and varied
• Users find content inspiring and influential
27% 43%
16-24
“If the content is entertaining or interesting enough I will share it with my friends. Also it really helps if it is not too sales focused.”
Yahoo 2015. Confidential & Proprietary.
Return On Inspiration
These six steps… 1. Your Aesthetic, Your Content
2. Knowledge Empowers
3. Tell Real, Compelling Stories
4. Show Positive Intent
5. No Trust, No Inspiration
6. Keep It Simple
Purchase Intention
Brand Affinity Advocacy
x1.84 x1.75 x1.76
…drive marketing impact
Yahoo 2015. Confidential & Proprietary.
Yahoo Content
Marketing Evaluator
A statistical understanding of what good looks like for
Content Marketing
In-built for all future campaign evaluations
Industry norms over time
Make inspiration your goal
Yahoo Revenue
Calculator
Pilot opportunity for 3 brands
Pre -campaign tool to forecast potential revenue
Built out using Inspiration EU4 data + Tumblr Analytics
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