content marketing - from the digital marketing show nov 2014

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A holistic approach to content marketing

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Howard Scott Digital Transformation, Brand & Marketing Strategist/Consultant

@Howard_Scott

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

#3

P.O.C.

#2

CONTENT TRENDS

#1

CONTENT IS NEW?

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MANTRA

As marketers we want people to do three things: -  Notice our brands -  Relate to our brands -  Act on our messages

The

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MANTRA

Get the right content to the right person, in the right location, at the right time.

The

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CONTENT

Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything? Econsultancy B2B Trends Brief 2014

What Is

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CONTENT IS EVERYTHING

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The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

COMPLICATED It’s

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Four key content trends driving 2014+

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Trend #1

PERSONALISATION

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2013 – the year we all went mobile

Personalisation

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2014 – the year the ‘selfie’ hit mainstream

Personalisation

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Savvy brands are already placing their consumer at the heart of their communications

Coca Cola ‘Share a Coke’ Coca Cola ‘Christmas 2014’

Personalisation

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78% of consumers feel that brands that create unique and personalised content are more interested in building a relationship with them

Google Think October 2014.

Personalisation

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Trend #2

COLLABORATIVE

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50% of Millennials refer to themselves as ‘foodies’ - BBDO Millennial Food Study

Collaborative economy

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Airbnb and Uber offer a new service model for business

Airbnb Uber

Collaborative economy

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Feastly – Airbnb for Dinner

Feastly homepage.

Collaborative economy

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Trend #3

LOCATION

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#lookup campaign from British Airways.

Exciting new opportunities are becoming possible by using time & location.

Time & Location

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Brands trial iBeacon technology

Duane Reed iOS app Carrefour

Time & Location

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Making your content relevant to what people want at a specific time or location is really smart

Push for Hunger fridge magnet from Red Tomato Pizza.

Time & Location

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Trend #4

EXPERIENCE OVER DATA

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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.

P&G Interactive Infographic

Data

Information

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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.

Utility

Nearest Coffee app from Illy.

Data

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.

Starbucks ‘Tweet a Coffee’ Budweiser Buds for Buds

Data

Monetary

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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.

Xbox Live, Netflix

Data

Entertainment

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YOU NEED A PLAN WHEN IT’S THIS CRAZY

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A plan  ...plans require a why, who, what, where, how and when.  

Content strategy   is about figuring out  the best way for content  

to help you   accomplish something.  

A business objec<ve   ...which is SMART.  

What exactly   is content?  

DEFINITION A

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Customer  

CRM  

Content   Mix  

Where  

Digital  Physical  

Research Insights  

Keywords  Paid   Owned   Borrowed  Network  

Messaging  

Corporate  Stakeholders   Value  

Exis<ng  

Subjects  

Who &   What  

Search Insights  

Measurement Framework  

Objec<ves   Why  

Social Media  Monitoring Insights  

Governance  

Real-­‐<me  

Re-­‐purpose   Calendar   Create   Format  

Budget  

People  

How &   When  

Processes  

Shelf-­‐life  

Tone of Voice  

PlaRorms  

Facebook  

TwiSer   Pinterest  

Broadcast A/B Tes<ng Recommenda<ons  

Outreach   Targets   Media   Rela<ons  

THE PLAN Building

Decision  Brand Marcom Ac<vi<es Making   Criteria  

Rela<onship Stage  

Personas   Customer Exclusive  

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Why  

A   Stages 1 & 2  

Where does a content strategy fit   within a broader strategic context.  Why do we need a Content Strategy.  

Design Audience Rela<onship  Journey Frameworks for Explorer  Families and Independent Adults.  

Stages 5 & 6  

Capture a comprehensive view on   what content is currently being   used.  

Who, What and Where  

B   Stages 3 & 4  

How and When  

C   Stage 7  

Analyse the completed Audience   Rela<onship Journeys to iden<fy  how the current ac<vi<es need to   change. (Start, Stop, Con<nue).   Next Stages – Not scoped  

Revise all ac<vi<es with due  considera<on to measurement,   budgets and capabili<es,  

Capability   D   Stage  8+  

Capability gap analysis and   development.  

Looking at areas such as resources,   skills & experience, organisa<onal   design, processes, systems,  infrastructure, culture and behaviors.  

Agree SMART objec<ves and   the strategy.  

Agree this project scope, process   and deliverables.  

CONTENT What Is

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RESULTS The

•  More Agile •  Improved customer insight •  More responsive •  Clearer ‘truth’ of customer

needs •  Better forecasting of

requirements •  More pro-activity DAM Up To Eleven White Paper, Northplains, 2014

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

CHALLENGE The

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D   E  A   C  B   F  

X  W   Z  Y  

Customer’s Needs

Brand’s Needs

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Introducing our

CONSUMER JOURNEY FRAMEWORK

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PROGRAMMATIC MEDIA

Programmatic media buying for the new brand launch

Programmatic social media buying for marketing campaigns

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Social Sampling

OUTREACH

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Blogger Events

OUTREACH

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RESULTS

+227% increase total page reach

Key

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RESULTS

+158% Facebook post reach

Key

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RESULTS

+337% increase community engagement

Key

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Thank you @howard_scott @headstream