CONTENT ANALYSIS AND

RECOMMENDATIONS

May 2017
for internal review only
TABLE OF CONTENTS
PART 1 -CURRENT STATE AND BEST PRACTICES
content definitions and usage.
current content stats and landscape
purpose, personas, and insights background info
brand goals and the strategic process & considerations to achieve right fit content
The three tiers of content
SWOT analysis of brand content
FROM>TO

PART 2 - COMPETITIVE LANDSCAPE

Content voice of competitive set
Style & Price matrix
Competitive Landscape
Category prevalent mediums and trends
Category prevalent content themes
Category examples: video, imagery, content hubs
Best in class - outside of category examples
March 2017 social media snapshot

PART 3 - TOPLINE NEXT STEPS

Content thought starters based on three tiers of content.
Suggested categories for content hub
Illustrative comps of content hub, several pages within, and social posts.
Social channel recommendations and focus
Short and Long term action items
Proof of concept = CRAFTSMANSHIP
Thematic content calendar
Proposed content team org
2
PART 1
CURRENT STATE AND STRATEGY METHODOLOGY
 CONTENT
Any asset created by a brand that can be consumed and shared by
targeted stakeholders such as consumers, media, or influencers.

CONTENT STRATEGY
An insight driven framework that answers the “why”
“how” and “to whom” content is delivered.

CONTENT MARKETING
The process of aligning insights, business initiatives, creative
development, and strategy to inform a process and ecosystem for
engaging targeted audiences with content.

4
THE CASE FOR
Annual growth in unique site traffic is

7.8x higher for content marketing leaders compared

“ALWAYS ON” to followers (19.7% vs 2.5%) *

CONTENT 86% of B2C marketers using content marketing **

HAS 73% of B2C marketers expect to produce
more original content in 2017 **
1.9 BILLION MONTHLY ACTIVE USERS
smartphone owners age
18-24 spend an average of 9.3 hours/mo on smartphone apps***
Channels B2C Marketers Use to Distribute Content Rated by
B2C Marketers’ Content Marketing Tactic Usage Importance to Overall Content Marketing Success
Social Media Content 85% Email 91%

Blogs
Facebook 68%
75%
Fewer than 40% of respondents
said they use the following tactics:

Print 62%
Email Newsletters 75% Ebooks/White Papers (35%),
Interactive Tools (31%), Online YouTube 60%
Presentations (31%), Webinars/ Note:

Video (pre-produced) 60% Webcasts (31%), Print Magazines LinkedIn 57% Percentages comprise
(22%), Mobile Apps (21%), Video [live- marketers who rated each
In-Person Events 59% streaming media] (16%), Books (16%), Twitter 57% channel on a 4 or 5 -point
Average Digital Magazines (15%), Print scale where 5=Extremely
Newsletters (14%), Research Reports Important and 1=Not At All
Number Instagram 55%
Infographics 48% (14%), Podcasts (10%), Separate Important. Importance ratings
Used: Content Hubs (10%), Virtual for Snapchat, SlideShare,
42%
7
Pinterest
Conferences (6%), and Other (13%) Tumblr, iTunes, and Medium
Illustrations/Photos 45% are not reported due to low
Google+ 29% incidence of use.

TAKEAWAY: As brand publish more content, a successful strategy will need to focus more on relevant, contextual, and “right fit”
content that stands out from the crowd. It’s not just about making more content. It’s about making smarter content.
THE CONTENT JOURNEY

FIND OURSELVES
FIND OUR STORY
FIND OUR AUDIENCE
FIND OUR FOCUS
FIND OUR PATH
6
 Our Purpose:

OUR CONTENT SHOULD SPEAK TO

THIS PURPOSE

7
Personas
9
 We found ourselves.

We found our story.

We found our audience.

How do we engage them in an authentic way

that is NOT:
Instrusive
Exhaustive
Unachievable
Diminishing to our brand

10
LEARN
SET GOALS
COMMIT Content strategy is the plan.
Content marketing is the climb.
TEST
LEARN MORE
OPTIMIZE
 FROM TO
BIG PICTURE
communicating sporadically communicating consistently. Episodic and “tune in” scheduled
programming mixed with inspiring imagery.

“peak” / “off-peak” thinking “always on” content calendar

expanding the boundaries of communication around bold and meaningful

telling a story of product, people, and places life experiences with a tiered communications plan rooted in insights

“OUR STORY” section of CanadaGoose.com adding additional content hub.

multi-channel versioning. Putting an amazing video up on YouTube

silo-ed content on specific channels
and getting 1,000 views is a waste of resources.
adding content to the mix more consistently
using CRM as a channel for product info
and driving to .com

OPERATIONAL
one lead copywriter dedicated content team with deeper planning cycle and tiered external
resources.
short lead time on social calendars long lead social planning for calendar-ed and large scale initiatives

multiple video resources dedicated multimedia team with a mix of in-house and external resources.

??
create an employee and customer amplification plan.

12
PART 2
COMPETITIVE LANDSCAPE
CATEGORY AND CONTENT TRENDS
 CATEGORY PREVALENT CONTENT THEMES

INSPIRATION EDUCATION SHOW THE WORLD

CORPORATE PRODUCT &

MOVEMENTS RESPONSIBILITY MOMENTS FASHION
 CONTENT HUB

Moncler has an semi-realtime social stream feeding to The North Face puts the company mission front and
its owned .com content hub center.

Their content hub is

heavy on events and
ways to get involved.

15
PART 3
CONCLUSIONS AND NEXT STEPS
 INCREMENTAL CONTENT CALENDAR
MAR APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB
2018 2017
SPIRIT VIDEO F/W HERO CONTENT - BEN SAUNDERS ACTIVATION?
SERIES KICKOFF
CELEB VIDEO/ LEAD UP/TRAINING PREP & JOURNEY JOURNEY & FINISH
BEN SAUNDERS
Emotion

DOC FILM RAY I2P CONTENT FOR

(SPRING 2018) MINI DOC FILM CANADA DAY

SUMMER FRIDAYS BLOG POSTS

“WEEKEND WARRIORS”

“CROSS STREETS” CONTENT KICKS OFF WEEKLY WITH VANCOUVER STORY

(COINCIDE W NSO)
Authority

10 PROVINCES VIDEO SERIES ARTISAN VIDEO SERIES

(SPRING 2018)

#MOTIVATIONMONDAYS

ADVENTURES IN _______________ BLOG POST/CONTENT SERIES

Community

TIFF SPEAKER/ 

INTERVIEW SERIES
GUEST BLOGS GUEST BLOGS
START: START:
MOTHER’S FATHER’S
DAY DAY BTS COLLEGE BLOG

19
 EVALUATING THE
BEN SAUNDERS
OPPORTUNITY

Positives Challenges Questions

Absolutely a brand fit
He’s camera friendly
He’s got presence/well spoken
Potential to be a long story arc
Cinematic and bold
Many content opportunities
Could make for an interesting retail
display in higher end dept stores and
CG stores.
Could fit nicely on top of 60th
anniversary year.
Costs and resources - to go big with
this and create content beyond some
photography and URLs, this will be
expensive and will take heavy
resources.
Does it have enough of the human
interest element? He’s not exploring.
He’s not competing against other
competitors. He’s not saving wildlife
or helping the environment.
How “mediable” is this? His last record setting journey didn’t seem to get that
much press. Question for PR agency. Would a morning show bite on this?
What does being a lead sponsor get us that is unique from other sponsors? Need
to watch out for the “me too” effect. What does being a clothing sponsor get us?
STORY RIGHTS & MEDIA PARTNER: can we have ownership of story rights for
2018? Would be interesting to try to find a media partner for a documentary film to
launch right after the trek is over. If we could embed someone with him for a few
weeks, this feels very VICE.

RECOMMENDATION: continue to explore all questions, while creating a budget and content plan…rolling in to final
decision on 6/1.
MERCI BEAUCOUP
THANK YOU