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 we’re 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
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Consumers are more familiar with self-publishing tools

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And they’re 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!
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And they’re creating content that often outperforms brands’

http://www.youtube.com/watch?v=C7hTAp6KrGY

But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
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And they’re creating content that often outperforms brands’

http://www.youtube.com/watch?v=C7hTAp6KrGY

But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!
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Curation is here to stay

http://buzzfeed.com
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But what exactly is it?

Curators have become Content Strategists
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image source: Corinne Weisgerber

(and vice versa)

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Curation is gaining traction

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...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green
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...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green
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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. It’s the content you produce that’s as interesting in two months (or two years) as it is Today.”

+

FLOW
“Flow is the feed. It’s the posts and the tweets. It’s 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 // Who’s doing it well

Fast Company curated a pop up shop through flash sale site Fab.com
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1 // Who’s doing it well

Amex has curated a social media resource hub for a community of small business owners.
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1 // Who’s doing it well

RedBull’s Stratos showed they really do give people wings by sending Felix Baumgartner into space.
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1 // Who’s doing it well

Oreo’s 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
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Lists

1A // Thinking About Stock & Flow

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Select topics with higher perceived interest had interactive elements

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1A // Thinking About Stock & Flow

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Select topics with higher perceived interest had interactive elements

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1A // Thinking About Stock & Flow

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 // Don’t 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
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7th Chamber & Lucky NY are other NY-based partners
http://www.the7thchamber.com/ // http://luckyny.com/

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2 // Don’t 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
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7th Chamber & Lucky NY are other NY-based partners
http://www.the7thchamber.com/ // http://luckyny.com/

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2 // Build in cultural relevance to leverage earned media

Calvin Klein partnered with FashGIF to create GIFs of their new collection
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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/
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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 something’s performing 1 2 3
Consider average engagement on content within a specific platform. Keep these numbers up to date! Ask community managers - or use a technology partner to flag content that’s 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 isn’t 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 what’s 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. Don’t 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 don’t 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 what’s acceptable (and what’s not) before releasing content – but don’t 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 you’ll use before the campaign starts. Consider content type, budget associated & results in similar communities. Build on smaller successes and course correct if something isn’t 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. It’s not just about creating great content – it’s 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.

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THANK YOU
http://bit.ly/360iContentWebinarLinks

@rosiesiman

@360i

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