building a winning content strategy

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Webinar Building A Winning Content Marketing Strategy Ryan Skinner, Senior Analyst May 13, 2014

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TapInfluence and guest Ryan Skinner of Forrester Research, Inc. discuss reasons why only one in three marketers say they are effective at content marketing, how to avoid their mistakes, and steps to start building a blueprint for your content marketing strategy.

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Page 1: Building A Winning Content Strategy

Webinar

Building A Winning ContentMarketing Strategy

Ryan Skinner, Senior AnalystMay 13, 2014

Page 2: Building A Winning Content Strategy

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Customers Are Active Media Players

Perpetually connected

Feeding back

SearchingSharing

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So Customer-Centric Businesses Win

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Customers Are Less Open To AdsTHEY PREFER TO FIND CONTENT THEMSELVES, FROM RELIABLE SOURCES

For all the advances of online targeting, we

still think we can find information better

ourselves

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Customers Control The Purchase PathUSE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER

Source: Google ZMOT study with Shopper Science

10.4Sources inan averagepurchase path

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And Media Is Steadily Fragmenting

Only 34% of all US online adults primarily

watch linear TV

73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS

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More Content Consumed On Mobile

YouTube sees 40% of its traffic from mobile today

(and most businesses are starting to see the

same)

ALWAYS ADDRESSABLE CUSTOMERS DO IT ALL FROM THE PHONE

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Here’s How We Define Content Marketing

A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.

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Here’s How We Define Content Marketing

Delivers an intrinsic benefit to an audience

A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.

Centred on the customer and his or her situation

Something immediate AND enduring

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Why Is Content Marketing The Response

1. Pulls consumers closer to the brand’s messages

2. Amplifies reach by producing content customers share

3. Influences customers and creates relationships early in the purchase journey

4. Drives measurable business outcomes throughout the entire customer lifecycle

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Pulls Customers Closer To BrandOFFERING VALUABLE CONTENT EARNS ATTENTION

Source: “Build Your Content Brand By Delivering Customer Value” March 2014

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Red Bull Media House:1m followers on twitter;

3m subscribers on YouTube;9m subscribers to print magazine

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Fire Up Customers, Fans & Advocates30% OF US SHARE CONTENT FROM BRANDS ON SOCIAL AT LEAST MONTHLY

By sharing content designed to inspire fans, Dr. Pepper increased fan engagement 46% from 2012 to 2013 (and

active fans buy more Dr. Pepper, according to a

Datalogix study.

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Form Customers Early And OftenSHAPE ATTITUDES WHEN CUSTOMERS DISCOVER VALUABLE CONTENT

Google documented the new way that customers research

products (and opportunities to guide them), then applied that

to how it guides Google customers

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Build Towards Business OutcomesTURN RELATIONSHIPS WITH CONTENT INTO RELATIONSHIPS WITH PRODUCTS

Intel tracks “Purchase Intent Rate” to tie

content to a proxy for commercial value

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Most Efforts Aren’t DeliveringONLY ONE IN THREE SAY THEIR CONTENT MARKETING IS EFFECTIVE

1. Create content that gives little value

2. Efforts suffer from low visibility among customers

3. Creation & distribution more expensive than planned

4. Content efforts don’t link to business outcomes

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Adopt the Content Brand Value ChainCHANGE YOUR MECHANISMS TO CHANGE YOUR BEHAVIOR

Contentcreation

Audience building

Relationship management

Value optimization

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Create Content That Is ValuableWRITE, CURATE, CROWDSOURCE OR COLLECT

Contentcreation

Audience building

Relationship management

Value optimization

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Earn Goodwill By Meeting A NeedCUSTOMERS WILL SEEK OUT AND SHARE CONTENT WITH VISIBLE VALUE

Interviews

Listening

Data

Expertise

Values

Assets

Customers Brand

POV

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Content: Think EcosystemCONSIDER CREATION, CURATION, CROWDSOURCING AND COLLECTIONS

Credibility

Cost +

+

_

_

UGC

SEO Bloggers

InfluencersR&D

ArchivedAgenciesEmployees

Industry news

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New Content Process Tools HelpINTRODUCING THE CONTENT PLANNING AND WORKFLOW LAYER

• Gather ideas

• Source content

• Commission stories

• Manage production

• Approvals

• Publication

• Promotion

• Measurement

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Build Quality & Quantity Of AudienceAPPLY AUDIENCE THINKING TO STORY, TO OPT-IN AND TO DATA

Contentcreation

Audience building

Relationship management

Value optimization

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Build Specific Audiences By ContextsCAPTURE INTEREST ON SPECIFIC PASSIONS AND SHARED INTEREST AREAS

“Our brand is wide. For content marketing, we need to narrow down who we speak to. Take new mothers as one example: They focus on nutrition and health. We perform better if we produce content that speaks to them and their interests specifically.”

-- Vadan Less, Whole Foods

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Serve Audiences Targeted ContentBASED ON PRIORITIES, PREFERENCES, ACTIONS AND PERSONAL IDENTITY

Contentcreation

Audience building

Relationship management

Value optimization

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Tune Content Against BehaviorDELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS

Content/Audience Tuning

Topic

Content

Category

Content

Product

Content

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Apply Data To The Path To PurchaseTUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY

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Track Content, Audience & BusinessValue

Contentcreation

Audience building

Relationship management

Value optimization

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Optimize Value On Strategy & ReturnMEASURE CUSTOMER ACQUISITION AND SALES, BUT ALSO BRAND ATTITUDES

“[With this effort] we saw a 200% uplift in the

likelihood to consider our brand.” – Doug Vosik,

Director, Brand Strategy & Marketing Communications,

Virgin Mobile USA

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Drive Relevancy With Marketing RaDaRBUILD RELATIONSHIPS ACROSS THE CUSTOMER LIFECYCLE WITH CONTENT

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

RELATIONSHIPREACH

DEPTH

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Use Reach Channels To EvangelizeFOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

RELATIONSHIPREACH

DEPTH

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Zoetis Leveraged Influencers For ReachENTICE AUDIENCES TO YOUR STORY THROUGH PAID, SOCIAL AND SEARCH

To gain brand awareness after a rebrand, Pfizer Animal

Health (now Zeotis) sponsored a partner with strong audience

reach, and leveraged the platform to tell its story.

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Use Depth Channels To Inform & AdviseHOW DO YOUR WEBSITE, EMAILS AND COMMUNITIES EDUCATE CUSTOMERS?

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

RELATIONSHIPREACH

DEPTH

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Lowe’s Guides Buyers On-SiteDIY CUSTOMERS LOVE INSTRUCTIONAL VIDEOS, TIPS AND IDEAS

Lowe’s provides helpful content in the context of the customer’s own

specific mission

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Use Relationship Channels To EngageGIVE CUSTOMERS AND ADVOCATES REASONS TO RETURN AND SHARE

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

RELATIONSHIPREACH

DEPTH

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Keep Customers InvolvedKEEP THEM INFORMED FIRST, BUT ALSO PART OF THE STORY

Sephora helps its own members share content, products and ideas to drive new discovery

and purchases

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Agenda

›Consumers Disrupt Marketing

›Content Marketing As Response

›Random Acts Of Content Marketing

›The Content Brand Value Chain

›Content And Customer Life Cycle

›Recommendations

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Start building your content brand now

› Audit your organization, your content, your tools and your metrics

› Take an “outside-in” approach to assessing the value of your content

› Begin work on your content brand at the point of transaction

› Develop strong internal analytics capabilities

› Embrace experimentation

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Thank youRyan Skinner

+44 (0)20.7323.7717

[email protected]

Twitter: @rskin11

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YOU ARE COMPETING FOR ATTENTION

AGAINST EVERYTHING

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HOW DO YOU SUCCEED AGAINST AN

INVITATION AVALANCHE?

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DON’T JUST CREATE CONTENT -

CREATE CONTENT THAT MATTERS

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CELEBRITY STATUS QUALITY CONTENT CREATORS

BUZZ BUILDERS & PROMOTERS

ADVOCATES & EMPLOYEES

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QUESTIONS?

Ryan Skinner@srkin11

Holly Hamann@HollyHamann