case study: "360-degree content marketing – integrating paid, owned, & earned media to...
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Confidential for internal purposes only
360o Content Marketing
Integrating Paid, Owned, & Earned Media to Earn Consumer Trust
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Content is the currency to earn investors’ trust
The Challenge
Most investors are satisfied with their current firms
They are not always ‘shopping’
What we need
A new way to influence their perception of Schwab
Trigger re-evaluation
Mission:
To influence investors’ perception of Schwab and engage them to take action……we will demonstrate Schwab’s expertise by… …developing and delivering useful, actionable, and thought-provoking content… …on their terms, across devices and channels they most prefer
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Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Supporting our mission requires a multi-dimensional team that can deliver in each aspect of the marketing lifecycle
Content Development
Channel Experience
Content Distribution
New Channel Development
Web Mobile Advertising
+
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Confidential for internal purposes onlyCharles Schwab360 Content Marketing
To set the stage, we first started by analyzing a series of ‘consumer journeys’…
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Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Etc.
…and defining the distinct ‘mindsets’ around which we wanted to design our ecosystem
×Segments
Mindsets
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Shopping Searching Educating Planning Transacting
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Based on this understanding we created a strategy & ecosystem to integrate owned, earned, and paid channels
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Highlights
• Hub
• Spokes/Satellites
• Drivers
• Paid
• Earned
• Owned
• Emerging Channels
Confidential for internal purposes onlyCharles Schwab
To operationalize this strategy, we evangelized and assembled the necessary organizational components
360 Content Marketing 7
Strategy & Governanc
e
Plan
Develop
Distribute
Measure
Executive Steering Team
Integrate across Owned, Earned, and Paid
Priorities, Topics, ToneMacro and Micro trendsQuant/Qual Input
Effectiveness of:
- Strategy
- Content
- Creative
- Channel
Content Calendar
Campaigns
Timely vs. Evergreen
Formats
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
We are building an entire discipline around Content Development
What governs the content we produce?What are we trying to achieve?
When should we do what needs to bedone? (Editorial calendar and Channel programming)
How do we know our content is effective?
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Content Principles
• Transparency
• Simplification
• Consumer-centered
• Actionable
• Thought-provoking
$$Content Campaign
Understanding Fees $61,500
7/15 Investing Ideas launch $344,500
Investing Ideas: Managing Risk
$108,201
ETF/ IRA $51,500
Fundamental Indexing $81,500
Year End Financial Planning $81,000
Income Generation for the Affluent Investor
$56,500
TOTAL SPEND: $784,701
INVE
STIN
G S
TRAT
EGIE
STI
MEL
Y Government & Economic Policy (includes Macro)
10/1 launch
DecJul Aug Sep Oct NovApr May Jun
8/15 launch
DISR
UPT
11/15 launch
12/2 launch
7/15 launch
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Examples
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Investing Ideas Digital Hub Rich Media Assets: Videos and Infographics
Print Magazines
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
We are designing ‘fluid’ Experiences that can port across legacy and emerging channels
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Key Principles
• Treat content like a ‘product’
• Optimized for value and action
• Customized for the right type of action
• CTAs
• Content
• Product/Services
• Experts/People
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Channel Experience – Web
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Confidential for internal purposes onlyCharles Schwab
Channel Experience – Mobile – Native iOS app
360 Content Marketing 12
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
We are focusing heavily on Distribution to ensure that we’re in the right places at the right times
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Results
Demand
Fulfillment
Demand
Generation
Key Principles
• We need to demonstrate our expertise in the right places at the right times for consumers who may be in multiple modes or mindsets
• Show is better than Tell
• Core Elements
• Curate and Create Content
• Identify the right media channels
• Establish a presence
• Be relevant and contemporary
Content Distribution, Advertising, and
Syndication
Traditional Digital Advertising
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Sample Creative Rich Media Unit
Schwab Investing
Ideas
04/10/2023
Schwab Investing
Ideas
Bet on Credit Instead of Maturity
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Sample Creative Video Unit
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Sample Creative Article Syndication
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Sample Creative Paid Social
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Using a data-driven approach, we have started optimizing our distribution efforts across content, creative, and placement
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Optimize
Content Type
Creative
Placement
CTAs
Content Titles
Content Format
Highlights
• Phased approach
• A/B Testing
• Calls-to-Action
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This approach has paid off by increasing performance while lowering the effective cost per interaction
Highlights
• Interaction rate increased by orders of magnitude with CPI dropping dramatically
• Channel driving both – brand interaction as well as acquisition
Campaigns over time
Interaction Rate
Cost per Interaction
Confidential for internal purposes onlyCharles Schwab360 Content Marketing
Results!
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x MM y MM
In 6 months, we increased engagement with our branded content
BEFORE
Jan – Jun 2013Breakdown of Interaction by Tactics
Interactions by type of tactic: Rich-media, Content Syndication, Video, Content Aggregators
We are expanding the reach of Schwab’s experts through content distribution.
• With a fraction of traditional tactic spend, we increase awareness AND branded content engagement by an order of magnitude
• A significant majority of the audience traffic is from prospects
MM incremental content interactions across owned, paid, earned media channels
AFTER
Questions?
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