content marketing 101: overview of content marketing

Overview of Content Marketing Case Study, Concepts, and Debatable Ideas

Kenny Ong

Unilever Network Malaysia

http://totallyunrelatedrandomanddebatable.blogspot.com/

2 http://totallyunrelatedrandomanddebatable.blogspot.com/

Branding today…

13th April 2009

•Two Domino’s employees

•YouTube

•Apology from Domino’s after

48 hours

•1 million hits

•Twitter: questions on silence

•LinkedIn: suggestions by users

in forum

BusinessWeek, May 4, 2009

Domino’s GPS Tracker

€50 Billion

Worldwide sales in 2011

2 billion people

Use Unilever’s products Each day worldwide

400 Brands

Sold in 180 countries

167,000 employees

Work for Unilever

130 YEARS & STILL GROWING

Agenda

Business

Channel Target

CONTENT

THE REAL GOAL OF

MARKETING AND BRANDING Understanding our role in the whole scheme of things

The real goal of Marketing and

Branding

Understanding our role in the whole

scheme of things

PR back then…

18th century: press relations,

lobbying and, celebrity campaigning

World War I: U.S. publicity

1920’s: Tobacco Industry

Source: Wikipedia.com

Role Of PR & Communications in

the OLD DAYS?

1. helping find or create great stories,

2. translating stories into the language that

the right audience can understand,

3. using the best tools to reach those

audiences,

4. listening the to feedback and echoes the

stories create,

5. engaging in the appropriate way, and

6. Gatekeeper (unfortunately)

What has Changed?

• Content Marketing

• Social Media

• Engagement

• SEO

• Syndication &

Distribution

• Platforms

• Stories

• Translation

• Reach

• Listening

• Engaging

• Gatekeeper

What has NOT changed?

• Stories

• Translation

• Reach

• Listening

• Engaging

• Gatekeeper

• Content Marketing

• Social Media

• Engagement

• SEO

• Syndication &

Distribution

• Platforms

The ROLE

What Changed?

Change

Audience

Channel

What is the purpose of

Marketing & Branding?

Ultimate Objective of Marketing:

“Get more people, to buy more

things, more frequently, at higher

prices.”

Sergio Zyman

“Retention and Loyalty are useless if

No Conversion is happening.”

“Retention and Loyalty are useless if

No Conversion is happening.”

“Communication is useless if No

Conversion is happening.”

What is the Objective?

1.Comm = Relationship (something like

Dating)

2.Comm ≠ Media glitz

3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL

4.Comm ≠ CSR

5.Comm ≠ Social Media

6.Comm = Get more people, to buy

more, more frequently, at higher prices

Agenda

Business

Channel Target

Content

THE BUSINESS MODEL The biggest impact

The McPlaybook*

Make it easy to eat

• 50% drive-thru

• Meals held in one

Make it easy to prepare

• High Turnover

• Tasks simple to learn

& repeat

Make it quick

• “Fast Food”

• Tests new products

for Cooking Times

Make what customers want

• Prowls market for new

products

• Monitored field tests

*Adapted from: Businessweek , Februrary 5th 2007

What is the Business Model?

Market

Discipline Profit Model

•Google

•Tata Nano

Business Model: Profit Model

Revenue

Margin Cash

Assets

What is the Business Model?

Market

Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership

Operational Excellence

Customer Intimacy

• Cost

• Convenience

• TCO

• Features,

Benefits

• Limited

• Solutions

• Customization

• Breadth &

Market Discipline

"They are the most innovative"

"Constantly renewing and creative"

"Always on the leading edge"

"A great deal!"

Excellent/attractive price

Minimal acquisition cost and hassle

Lowest overall cost of ownership

"A no-hassles firm"

Convenience and speed

Reliable product and service

"Exactly what I need"

Customized products

Personalized communications

"They're very responsive"

Preferential service and

flexibility

Recommends what I need

"I'm very loyal to them"

Helps us to be a success

Product Leadership

Customer Intimacy •Air Asia

•Ramly

(low cost producer)

Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995

Product Leadership

(best product)

Customer Intimacy

(best total solution)

Alignment & Consistency:

Market Disciplines

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Market Disciplines

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Market Disciplines

Operational

Excellence

• Competitive price

• Error free, reliable

• Fast (on demand)

• Simple

• Responsive

• Consistent

information for all

• Transactional

• 'Once and Done'

Customer Intimacy

• Management by

• Easy to do

business with

• Have it your way

(customization)

• Market segments

of one

• Proactive, flexible

• Relationship and

consultative

selling

• Cross selling

Product Leadership

• New, state of the

art products or

services

• Risk takers

• Meet volatile

customer needs

• Fast concept-to-

counter

• Never satisfied -

obsolete own and

competitors'

products

• Learning

organization

Disciplines, Priorities, and KPIs

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Alignment & Consistency

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Alignment & Consistency

HP well-balanced

portfolio, mass

customization

Acer super lean

cost structure,

aggressive pricing

Apple powerful

products, premium

pricing, limited range

Still Doing

well in

2009/2011

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Market Disciplines: Hardware

Samsung well-

balanced portfolio,

mass customization

‘Locals’ super

lean cost structure,

aggressive pricing

Apple powerful

products, premium

Still Doing

well in

(low cost producer)

Product Leadership

(best product)

Customer Intimacy

Market Disciplines: Technology

Google well-

balanced portfolio,

mass customization

Amazon super

lean cost structure,

aggressive pricing

Apple powerful

products, premium

Still Doing

well in

Business Model

Market

Agenda

Business

Channel Target

Content

UNDERSTANDING THE TARGET The power of targeted communications

Understanding the Target

Target: Decision Chain

Influencer

Again: different type,

different strategy

Market Penetration Overview

• “Crossing the Chasm”

Resistant to taking up new product (prefer ‘safe’ route)

1. Need to attract the Early Adopter (willing to try) group first via neutral and niche products

2. The Mass market will follow once they see early adopters joining

3. If company does not innovate or has weak retention plans, customers will leave

Men vs. Women: Getting Dressed

Men vs. Women

Content for WHO?

Gender

Location

Language

Interests

What does the Customer

* Treacy & Wiersema, The Discipline of Market Leaders, 1995

Product/Service Attributes Relationship Image

Product/Service Attributes

Quality

Selection

Smart Shopper

Relationship Image

Operational Excellence: Quality and selection in key categories with unbeatable prices

Function

Best Product

Relationship Image

Product Leadership: Unique products and services that push the standards

Service Trusted Brand

Relationship Image

Customer Intimacy: Personal service tailored to produce results for customer and build long-term relationships

Relations

Go-To-Market: Different Customers,

Different Methods

Self Reliant Need Help

Change

Stability

Searchers Collaborators

Streamliners Delegators

Different Methods

Change

Stability

•touch and feel

•‘first’ to know

•Talk to technicians/experts

•pros and cons, trends, lots

of info

•Offer choices

•Online resource

•innovations, new stuff

Different Methods

Change

Stability

•Minimize risk

•Standardization and

consistency (routines)

•Wants systems to follow

their habit

Different Methods

Change

Stability

•Treats Store Personnel as

consultants

•Pilot projects, process

improvements

•Co-discover new

applications for existing

business/products

•Ongoing coaching and

value-added services

Different Methods

Change

Stability

•narrow choices

•Pre-package, pre-select

(default)

•Make it easier to renew

than to cancel

•Focus on a specialty

(niche)

•Honesty, reliability, Trust

Agenda

Business

Channel Target

Content

RIGHT TOOLS, RIGHT TIME,

THE RIGHT AUDIENCE The power of targeted communications

Marketing Mix Trends

1. Email is still the best tool

2. SEO (Google PageRank) is the key

3. Blogs increase SEO

4. Press Release with pictures

5. Event Marketing is powerful

6. Social Media budgets will 2X

7. Customer Testimonials

8. Visual and Video

The Unfortunate World of Social Media

Things to note about Social Media

• Social Media ≠ Sales Weapon

• Social Media ≠ Media Weapon

• Social Media ≠ Direct Marketing

There is no Silver Bullet

So What’s the Use of Social Media?

The Right Tools for the Job

Reach of Communication

Qualit

nsity o

Personal

(info)

Impersonal

(info)

Individual Mass

Mass Traditional, In-

home, Out-Of-Home

Mass Unconventional

Mass Online

Qualit

nsity o

Personal

(info)

Impersonal

(info)

Individual Mass

Mass Targeted

Conventional

Mass Targeted Online

E.g. Annual Reports,

Analyst Briefings, IR

Roadshows, IR Website

Qualit

nsity o

Personal

(info)

Impersonal

(info)

Individual Mass

Individual Targeted

Conventional

Individual Targeted

Online

Contests

One-on-One

Qualit

nsity o

Personal

(info)

Impersonal

(info)

Individual Mass

Agenda

Business

Channel Target

Content

CONTENT MARKETING 101 Back To Basics

Do you face any of these problems

with Content Marketing?

Coming up with ideas/topics/titles ideas?

Creating original content?

Nobody sharing your content on social media?

Low levels of referrals to your website from

social media?

Visitors not staying long on your website?

Who can do these?

1. Eye for good story -> shared on social media & drive

traffic

2. Entertain -> emotional attachment

3. ‘Stickiness’ -> improves SEO.

4. Click-through -> create great headlines

5. Quality content -> quality and originality

6. Non-salesy content -> commercially-neutral content &

maximum value to the reader.

7. Meet deadlines -> on-going activity

8. Stay within the law

Content ≠ Media

Content = Journalism

http://money.cnn.com/2013/11/25/technology/katie-couric-yahoo/

Optimize Your Content (1)

•intro

•conclusion

•cover page +

Optimize Your Content (2)

The Future

Time to plan your new content strategy

Business Today…

$19.90

Gamification SPARX

Developer: University of Auckland

http://www.springwise.com/health_wellbeing/virtual-roleplaying-game-helps-teenagers-deal-depression/

Gamification

Activities

Leader Board

(Ego/ Achievement)

Rewards (Satisfaction)

Community (Belonging)

Experiential Marketing: Example

Experiential Marketing:

Example

• Opened first café in midtown New York.

• It serves coffee in a pleasing environment,

– comfortable lounge

– read the financial newspapers

– watch on plasma screens

– FREE Internet

• Customers can’t perform financial transactions in the

Café.

– > $200 million new accounts and mortgages < 1 year

• Starbucks-like prices for coffee, tea, biscotti, and other

pastries.

End Notes

Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report

Which Company?

American Customer Satisfaction Index (ACSI)

• 64 out of100-point scale: lower than IRS (Tax)

• 2nd last among 30 companies surveyed

• Lowest 5% among 223 companies surveyed

• Bottom 5% of all measured private sector

companies

• 500 million customers

2010 American Customer Satisfaction Index

(ACSI) E-Business Report

Popularly Unpopular

Popularity

Affection

Ultimate Objective of Marketing:

“Get more people, to buy more

things, more frequently, at higher

prices.”

Sergio Zyman

Thank You.

soft copy of slides: http://totallyunrelatedrandomanddebatable.

blogspot.com/

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