building a winning content strategy
DESCRIPTION
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.TRANSCRIPT
Webinar
Building A Winning ContentMarketing Strategy
Ryan Skinner, Senior AnalystMay 13, 2014
© 2013 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
›Consumers Disrupt Marketing
›Content Marketing As Response
›Random Acts Of Content Marketing
›The Content Brand Value Chain
›Content And Customer Life Cycle
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
›Consumers Disrupt Marketing
›Content Marketing As Response
›Random Acts Of Content Marketing
›The Content Brand Value Chain
›Content And Customer Life Cycle
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 4
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 20
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 21
Agenda
›Consumers Disrupt Marketing
›Content Marketing As Response
›Random Acts Of Content Marketing
›The Content Brand Value Chain
›Content And Customer Life Cycle
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 22
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 34
Agenda
›Consumers Disrupt Marketing
›Content Marketing As Response
›Random Acts Of Content Marketing
›The Content Brand Value Chain
›Content And Customer Life Cycle
›Recommendations
© 2013 Forrester Research, Inc. Reproduction Prohibited 35
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 37
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
© 2013 Forrester Research, Inc. Reproduction Prohibited 43
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
YOU ARE COMPETING FOR ATTENTION
AGAINST EVERYTHING
HOW DO YOU SUCCEED AGAINST AN
INVITATION AVALANCHE?
DON’T JUST CREATE CONTENT -
CREATE CONTENT THAT MATTERS
CELEBRITY STATUS QUALITY CONTENT CREATORS
BUZZ BUILDERS & PROMOTERS
ADVOCATES & EMPLOYEES
QUESTIONS?
Ryan Skinner@srkin11
Holly Hamann@HollyHamann