content marketing - planning, publishing & measuring

78
CONTENT MARKETING Planning, Publishing & Measuring An Educational Presentation

Upload: aria

Post on 18-Nov-2014

94 views

Category:

Marketing


2 download

DESCRIPTION

"Content Marketing is one of 2014's hottest marketing phrases. Learn what it is and what its role is in travel and tourism. Learn how to produce viral content that deeply engages consumers in step-by-step, from planning through execution.

TRANSCRIPT

Page 1: Content Marketing - Planning, Publishing & Measuring

CONTENT MARKETINGPlanning, Publishing & Measuring

An Educational Presentation

Page 2: Content Marketing - Planning, Publishing & Measuring

Your Presenter:

Ryan Thompson Chief Executive Officer + Partner, Aria

!

[email protected]!@ryanathompson

Page 3: Content Marketing - Planning, Publishing & Measuring
Page 4: Content Marketing - Planning, Publishing & Measuring
Page 5: Content Marketing - Planning, Publishing & Measuring

Red Bull

• Free events

• Mixed Media

Page 6: Content Marketing - Planning, Publishing & Measuring

#ShipMyPants!Campaign

Audience Awareness Engagement ROI12,000,000

views / 10 days !

21,000,000 views to date

963,434 Shares !

One post: 39,000 Likes

20,000 Shares

Media value: $3,800,000

!

(More than a Super Bowl Ad)

Younger than prior efforts

!

18-44 demographic

Page 7: Content Marketing - Planning, Publishing & Measuring

Introduction

Page 8: Content Marketing - Planning, Publishing & Measuring

“ – 2014

Content will continue to reign as king.

Page 9: Content Marketing - Planning, Publishing & Measuring
Page 10: Content Marketing - Planning, Publishing & Measuring

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

CONTENT MARKETING DEFINED

Content Marketing Institute

Page 11: Content Marketing - Planning, Publishing & Measuring

Educational, Entertaining, Valuable, Exclusive, Endearing, Non-sales

CONTENT MARKETING IS

Page 12: Content Marketing - Planning, Publishing & Measuring

CONTENT MARKETING IS STORYTELLING

+ PROMOTION

Page 13: Content Marketing - Planning, Publishing & Measuring
Page 14: Content Marketing - Planning, Publishing & Measuring
Page 15: Content Marketing - Planning, Publishing & Measuring

The Brand with the Best Story Wins

Page 16: Content Marketing - Planning, Publishing & Measuring
Page 17: Content Marketing - Planning, Publishing & Measuring
Page 18: Content Marketing - Planning, Publishing & Measuring

SO STORY ISABSOLUTELY!INCREDIBLY!IMPORTANT?

Page 19: Content Marketing - Planning, Publishing & Measuring

LET’S BE HONEST WITH OURSELVES!CONSUMERS ARE IN CONTROL AND THEIR CONTROL IS INCREASING!

Page 20: Content Marketing - Planning, Publishing & Measuring

LET’S BE HONEST WITH OURSELVES!MOST CONSUMERS DON’T WANT TO SEE OUR ADVERTISING!

Page 21: Content Marketing - Planning, Publishing & Measuring

LET’S BE HONEST WITH OURSELVES!TRAVELERS TRUST REVIEWS FROM COMPLETE STRANGERS MORE THAN BRAND ADVERTISING!

Page 22: Content Marketing - Planning, Publishing & Measuring

“– 2014

Millennials are driving meteoric demand for new travel content

Page 23: Content Marketing - Planning, Publishing & Measuring

“– 2013 Demand Metrics

78% of CMOs see custom content as the future of marketing

Page 24: Content Marketing - Planning, Publishing & Measuring

“– 2014

Content Marketing delivers 54% more leads than traditional efforts

Page 25: Content Marketing - Planning, Publishing & Measuring
Page 26: Content Marketing - Planning, Publishing & Measuring
Page 27: Content Marketing - Planning, Publishing & Measuring
Page 28: Content Marketing - Planning, Publishing & Measuring
Page 29: Content Marketing - Planning, Publishing & Measuring
Page 30: Content Marketing - Planning, Publishing & Measuring
Page 31: Content Marketing - Planning, Publishing & Measuring

Washington, D.C. (August 25, 2014) — As of Monday, August 25, The ALS Association has received $79.7 million in donations compared to $2.5 million during the same time period last year (July 29 to August 25). !

These donations have come from existing donors and 1.7 million new donors to The Association.

Page 32: Content Marketing - Planning, Publishing & Measuring

2013

2014

$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000

Page 33: Content Marketing - Planning, Publishing & Measuring

“ Television advertising won’t be replaced any time soon, but an increasing amount of many brands’ marketing resources are going toward alternative Internet-based videos, which will never make it past the computer screen.

Page 34: Content Marketing - Planning, Publishing & Measuring

“As they push the boundaries of the Internet video format ever further they are becoming entertainment in their own right.

Page 35: Content Marketing - Planning, Publishing & Measuring

Content delivered socially will continue to outpace other forms

THIS IS THE NEW NORMAL

Page 36: Content Marketing - Planning, Publishing & Measuring

Planning & Publishing

Page 37: Content Marketing - Planning, Publishing & Measuring

PEOPLE [WRONGLY] CALL CONTENT MARKETING BRAND JOURNALISM

Page 38: Content Marketing - Planning, Publishing & Measuring

IT IS BRAND PUBLISHING

Page 39: Content Marketing - Planning, Publishing & Measuring

AND IT STARTS WITH BRAND

Page 40: Content Marketing - Planning, Publishing & Measuring
Page 41: Content Marketing - Planning, Publishing & Measuring
Page 42: Content Marketing - Planning, Publishing & Measuring
Page 43: Content Marketing - Planning, Publishing & Measuring
Page 44: Content Marketing - Planning, Publishing & Measuring

MATCH YOUR BRAND TO CURRENT & PROSPECTIVE

AUDIENCES

Page 45: Content Marketing - Planning, Publishing & Measuring
Page 46: Content Marketing - Planning, Publishing & Measuring
Page 47: Content Marketing - Planning, Publishing & Measuring

BUILD YOUR CALENDAR AND RUN IT LIKE A

MAGAZINE

Page 48: Content Marketing - Planning, Publishing & Measuring
Page 49: Content Marketing - Planning, Publishing & Measuring
Page 50: Content Marketing - Planning, Publishing & Measuring

CREATE!BUT ALSO CURATE

Page 51: Content Marketing - Planning, Publishing & Measuring

WITH STORY DONE, !THINK ABOUT CHANNELS

Page 52: Content Marketing - Planning, Publishing & Measuring

`

Page 53: Content Marketing - Planning, Publishing & Measuring
Page 54: Content Marketing - Planning, Publishing & Measuring

THIS IS THE MISSION AND ITS A LONG ONE

Page 55: Content Marketing - Planning, Publishing & Measuring

OLD DAYS: PUMP ALL

DOLLARS INTO PAID MEDIA

Page 56: Content Marketing - Planning, Publishing & Measuring
Page 57: Content Marketing - Planning, Publishing & Measuring

TODAY: !FOCUS ON

CONTENT AND ELEVATE WITH

MEDIA

Page 58: Content Marketing - Planning, Publishing & Measuring

Measuring

Page 59: Content Marketing - Planning, Publishing & Measuring

THIS IS A MARATHON

NOT A SPRINT

Page 60: Content Marketing - Planning, Publishing & Measuring

Define your objectives

We think they should be: 1) Awareness!

2) Engagement!3) Conversion

Page 61: Content Marketing - Planning, Publishing & Measuring

Objective:!Awareness{ ‣ Website traffic volume

‣ Website traffic referrals ‣ Inbound links from third-parties ‣ Inbound search volume ‣ Email subscriber database growth ‣ Social friends, followers, fan volume ‣ Social share of voice / Influence ‣ Earned media coverage

Page 62: Content Marketing - Planning, Publishing & Measuring

Objective:!Engagement{ ‣ Website time on site

‣ Website repeat visits ‣ Website bounce rate ‣ Social friends engagement ‣ Social sharing ‣ Recommendations ‣ Reviews ‣ Email opens / clicks

Page 63: Content Marketing - Planning, Publishing & Measuring

Objective:!Conversion { ‣ Ecommerce Sale

‣ Website inquiries ‣ Third-party hotel booking ‣ Visitor guide download ‣ Website goal conversions ‣ Contest entries

Page 64: Content Marketing - Planning, Publishing & Measuring

Take Action

Page 65: Content Marketing - Planning, Publishing & Measuring

TAKE ACTION

Your value proposition must simply answer two questions: Why do I exist and what difference does it make to my audience’s life? This must be the beginning of your effort because without it, you could be improperly positioned. Its ok to be aspirational but be sure you are realistic enough to fulfill those aspirations.

!

KNOW THYSELF.1

Page 66: Content Marketing - Planning, Publishing & Measuring

TAKE ACTION

Content must never be the afterthought in marketing. Following your value proposition, define the messaging and topics that are relevant to your initiatives.

!

TAKE A CONTENT FIRST APPROACH2

Page 67: Content Marketing - Planning, Publishing & Measuring

TAKE ACTION

We’ve all heard debates about “the greatest story ever told”. The best stories do in fact have a beginning, middle and end. Your job must be to frame compelling stories within the realm of your campaigns.

!

TELL STORIES3

Page 68: Content Marketing - Planning, Publishing & Measuring

TAKE ACTION

Unlike classic storytelling, modern brand stories delivered digitally will not (and should not) be fully within our control. Our audience interaction will take the story to new, different and perhaps unimagined places. We must accept this reality if we accept that 2-way interaction is important.

!

ACCEPT AUDIENCE CONTROL4

Page 69: Content Marketing - Planning, Publishing & Measuring

TAKE ACTION

Paid Media is simple one of a number of distribution channels for our content stories. Concept your campaign, get the story right and then determine how to distribute it.

!

MEDIA SUPPORTS THE CONTENT. PERIOD.5

Page 70: Content Marketing - Planning, Publishing & Measuring

5,000,000 impressions for $5,000! What a deal, right? The reality is that impressions alone are as worthless as the junk mail in your mailbox. Impressions are not a signal of positive ROI. Meaningful engagement metrics are monumentally more important.

DEMAND MEANINGFUL OBJECTIVE-BASED REPORTING!6

TAKE ACTION

Page 71: Content Marketing - Planning, Publishing & Measuring

GiveawayAccording to marketing experts, when was the first piece of content marketing published by a brand?

Page 72: Content Marketing - Planning, Publishing & Measuring

In 1895, John Deere began publishing The Furrow

Page 73: Content Marketing - Planning, Publishing & Measuring

GiveawayToday (8/27/2014), Instagram released another game changer called _______?

Page 74: Content Marketing - Planning, Publishing & Measuring
Page 75: Content Marketing - Planning, Publishing & Measuring

Disruption: Destination Marketing in the Post-Advertising Age by Aria Founder & CEO, Ryan Thompson

DisruptionBook.com

Page 76: Content Marketing - Planning, Publishing & Measuring

Q&Awt

ariaagency.com @ariaagency

Aria is an award winning Dallas-based independent full service agency with more than a decade in destination, real estate and economic development marketing

Page 77: Content Marketing - Planning, Publishing & Measuring

An Educational Presentation

Music!!

Daft Punk - Tron Legacy - Overture Daft Punk - Tron Legacy Reconfigured - The Son of Flynn

Daft Punk - Tron Legacy Reconfigured - End Titles !

Photography & Video!!

Flickr.com Wikipedia Commons

Pond5.com FastCompany.com

!!!

Aria, the Aria logo, and all design elements are the servicemarks, trademarks, or registered trademarks owned by AriaMedia Corporation. All other servicemarks and trademarks are the property of their respective owner.

!Copyright © 2014 AriaMedia Corporation. All rights reserved.

Get our Story Marketing Thought Paper via email by sending a message to:

[email protected]

Page 78: Content Marketing - Planning, Publishing & Measuring