Content Marketing Explained

Content Marketing Explained
Presented by Rosie Siman http://twitter.com/rosiesiman Senior Strategist, 360i http://twitter.com/360i
Download the full POV here: http://bit.ly/ContentMarketingPOV

P R O P R I E TA R Y & C O N F I D E N T I A L
Tweets Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
WTF is content?
WTF is content?
ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY. [THINK BIG. REAL BIG.]
Tweets Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
WTF is content marketing?
THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.
Why were here

CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT
Source: A Global Update of Social Technographics, Forrester Research, Inc., September 28, 2010 Source: Global Social Media Adoption, Forrester Research, June 27, 2012
PROPRIETARY & CONFIDENTIAL
Consumers are more familiar with self-publishing tools
And theyre creating content that often outperforms brands
http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp
Old Spice is a well-loved brand - And with 2.5MM views, it shows!

http://www.youtube.com/watch?v=C7hTAp6KrGY
But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
http://www.youtube.com/watch?v=C7hTAp6KrGY
But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
Curation is here to stay
http://buzzfeed.com
But what exactly is it?
Curators have become Content Strategists

image source: Corinne Weisgerber
(and vice versa)
10
Curation is gaining traction
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...Even outside the marketing world
Maria Popova graced Fast Companys list of the 100 Most Creative People in Business - alongside CeeLo Green
12
...Even outside the marketing world
Maria Popova graced Fast Companys list of the 100 Most Creative People in Business - alongside CeeLo Green
12
Consumers are loving it
So how can brands join in?

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Three key pillars

1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
1 // Content Development
(CREATION AND CURATION OF):
STOCK
Stock is the durable stuff. Its the content you produce thats as interesting in two months (or two years) as it is Today.
FLOW
Flow is the feed. Its the posts and the tweets. Its the stream of daily and sub-daily updates that remind people that you exist.
WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK.
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1 // Whos doing it well
Fast Company curated a pop up shop through flash sale site Fab.com
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Amex has curated a social media resource hub for a community of small business owners.
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RedBulls Stratos showed they really do give people wings by sending Felix Baumgartner into space.
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Oreos Daily Twist put a spin of childhood delight onto trending topics of the world.
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1A // Thinking About Stock & Flow

(Typically) Flow (Typically) Stock
Micro
Tweets Status Updates
Base
Blog Posts Newsletter Sound Bite Altered Image/ Meme Quiz Poll/Survey Video Clip
Hero
Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget
Superhero
Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
20
Lists
Select topics with higher perceived interest had interactive elements
21
Select topics with higher perceived interest had interactive elements
21
The campaign culminated with a live event in Times Square where the final Twist was crowd-sourced
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2 // Syndication + Distribution
PAID
EARNED
OWNED
WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.
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2 // You might want to start with your own digital assets
Source: Nordic Marketing

http://www.slideshare.net/nordicemarketing/content-seeding
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2 // Dont assume you know all your options
Unruly Media worked with Old Spice on The Man Your Man Could Smell Like
http://www.unrulymedia.com/wall-fame
7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/
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2 // Dont assume you know all your options
Unruly Media worked with Old Spice on The Man Your Man Could Smell Like
http://www.unrulymedia.com/wall-fame
7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/
25
2 // Build in cultural relevance to leverage earned media
Calvin Klein partnered with FashGIF to create GIFs of their new collection
26
2 // Read up on how to build an integrated strategy
Source: 360i Report Paid and Earned Media: Building an Integrated Strategy
http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
27
3 // Optimization
WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.
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3 // Set benchmarks so you know if/when somethings performing 1 2 3

Consider average engagement on content within a specic platform. Keep these numbers up to date! Ask community managers - or use a technology partner to ag content thats over-performing. If people love your content, consider using media to leverage the initial success and get it in front of more eyeballs
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Bringing it to life for your brand

+ LISTEN. + BUILD A TEAM. + BE NIMBLE. + MEASURE & SHOWCASE SUCCESS.
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Use social listening to glean insights & understanding

LEVERAGE
(LISTEN.)
YOUR TEAM SOCIAL LISTENING GO BEYOND YOUR OWN COMMUNITY
Ask your community manager to share insights on a regular basis: Which content is working well? Which content isnt performing as expected? Consider a social listening partnership to better understand your target audience and their interests outside of your communities, including non-direct competitors like media properties. Look at whats working outside of your community. What types of content are getting shared? What topics are people choosing to weigh in on?
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Build a team and create a plan

[MAKE A PLAN.]
PUT TOGETHER THE ALL-STARS DETERMINE SCHEDULING PUT A PLAN ON PAPER Explore a content marketing team with representation from community managers, content strategists, copywriters, data visualizers, editors, designers, producers, product evangelists, etc. When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation across channels. Dont be afraid to embrace multiple platforms different platforms are better suited for different kinds of content. Build in paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people.
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Create rules... But dont be too afraid to break them.

(BE NIMBLE.)
APPROVAL PROCESS MAKE EXCEPTIONS BUILD A FEEDBACK LOOP Create a simplified approval process for content that needs a quick turnaround. Be willing to make exceptions. Discuss with your core team whats acceptable (and whats not) before releasing content but dont limit yourself too much. Consider using paid media reactively. If content is starting to take off, media can amplify reach and increase potential engagement.
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Leverage successes to build momentum

(SHOWCASE SUCCESS.)
TRACK KEY METRICS GRADUATE CONTENT Determine which metrics youll use before the campaign starts. Consider content type, budget associated & results in similar communities. Build on smaller successes and course correct if something isnt as well received as you originally anticipated.
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The 4-Box
CHANGE AGENT MARKETING IMPACT
Digital platforms are empowering consumers to create, curate and share more content. As a result, content is becoming central to how people interact online with each other and with brands.
CHALLENGES
Content is a powerful way to connect with people in the same ways they are already connecting with each other. Successful programs will create cultural relevancy + open the door to conversations with their customers.
NEXT STEPS
Content marketing is an evolving space that is not so easily defined. Its not just about creating great content its about making sure you deliver it in the right environments, to the right audience, at the right time.
Develop a content strategy that addresses the three key pillars: content development; architecture and optimization.
35
Download the POV here:

http://bit.ly/ContentMarketingPOV
THANK YOU
http://bit.ly/360iContentWebinarLinks
@rosiesiman
@360i

Content Marketing Explained

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Content Marketing Explained

Presented by Rosie Siman http://twitter.com/rosiesiman Senior Strategist, 360i http://twitter.com/360i

Download the full POV here: http://bit.ly/ContentMarketingPOV

WTF is content marketing?

Why were here

Consumers are more familiar with self-publishing tools

PROPRIETARY & CONFIDENTIAL

And theyre creating content that often outperforms brands

Old Spice is a well-loved brand - And with 2.5MM views, it shows!

And theyre creating content that often outperforms brands

And theyre creating content that often outperforms brands

Curation is here to stay

But what exactly is it?

Curators have become Content Strategists

image source: Corinne Weisgerber

(and vice versa)

Curation is gaining traction

PROPRIETARY & CONFIDENTIAL

...Even outside the marketing world

...Even outside the marketing world

Consumers are loving it

So how can brands join in?

Three key pillars

1 // Whos doing it well

1 // Whos doing it well

1 // Whos doing it well

1 // Whos doing it well

1A // Thinking About Stock & Flow

PROPRIETARY & CONFIDENTIAL

1A // Thinking About Stock & Flow

PROPRIETARY & CONFIDENTIAL

Select topics with higher perceived interest had interactive elements

1A // Thinking About Stock & Flow

PROPRIETARY & CONFIDENTIAL

Select topics with higher perceived interest had interactive elements

1A // Thinking About Stock & Flow

2 // You might want to start with your own digital assets

Source: Nordic Marketing

2 // Dont assume you know all your options

7th Chamber & Lucky NY are other NY-based partners

2 // Dont assume you know all your options

7th Chamber & Lucky NY are other NY-based partners

2 // Build in cultural relevance to leverage earned media

2 // Read up on how to build an integrated strategy

3 // Set benchmarks so you know if/when somethings performing 1 2 3

PROPRIETARY & CONFIDENTIAL

Bringing it to life for your brand

PROPRIETARY & CONFIDENTIAL

Use social listening to glean insights & understanding

YOUR TEAM SOCIAL LISTENING GO BEYOND YOUR OWN COMMUNITY

PROPRIETARY & CONFIDENTIAL

Build a team and create a plan

PROPRIETARY & CONFIDENTIAL

Create rules... But dont be too afraid to break them.

PROPRIETARY & CONFIDENTIAL

Leverage successes to build momentum

PROPRIETARY & CONFIDENTIAL

PROPRIETARY & CONFIDENTIAL

Download the POV here:

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