from anchor to asset€¦ · source: 2017 b2b content marketing trends—north america: content...

FROM ANCHOR TO ASSETHow Large Agencies Build Data-Driven Content Systems

@HE ATHER PH YSIO C @VML #MOZCON

2 , 6 0 0 + V M L E R S / / 2 9 L O C A T I O N S

ATLANTA BEIJING BOGOTÁ CAPE TOWN CHICAGO

GUANGZHOU JAKARTA JOHANNESBURG KALAMAZOO KANSAS CITY

KRAKOW KUALA LUMPUR LONDON MEMPHIS MEXICO CITY

MILAN MUMBAI NASHVILLE NEW DELHI NEW YORK

SAN FRANCISCO SÃO PAULO SEATTLE SHANGHAI SINGAPORE

SYDNEY TOKYO WARSAW WHITE SALMON



2017

2 0 1 7 A W A R D E D W O R K2 7 L I O N S & 2 6 S H O R T L I S T S

ENTERPRISE AGENCY CLIENTS


IT WAS CHAOS.What the hell am I doing here?


SO I DID THE ONE THING I KNEW HOW TO DO.I started optimizing.


8 0 % G R O W T H 2 C O N S E C U T I V E Y E A R S

PA C I N G 4 0 % G R O W T H T H I S Y E A R

F R O M 1 E M P L OY E E I N 2 0 1 4 T O 1 2 I N 2 0 1 7

2014

2015

2016

PROJECTED

2017


TYLERHEATHER ANDRES JEFF BRITT

ELGINLAUREN CHRIS KASEY SHAYANNA

KRISTINA

AUSTIN


THEN WE HIT A CEILING.


SEO 101 ONLY TAKES CLIENTS SO FAR.Are the search partnerships we sold our clients worth it?


TECHNICAL?


TECHNICAL? CHECK.


ON-PAGE?


ON-PAGE? CHECK.


CONTENT?


CONTENT? CRAP.


CONTENT BUDGETS ARE GROWING

Source: PQ Media Global Content Marketing Forecast 2015 to 2019, almost 1500 content marketing agencies, publishers, affiliates and service firms in 80 countries.




Source: 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Increase

Unsure

Decrease

Remain the Same

39%

45%14%

2%

Increasing Dramatically


Source: Online survey of digital marketing professionals at advertising agencies conducted by Heather Physioc, March to June 2017, n=91.

Increasing Slightly

Staying the Same

Decreasing Slightly

Decreasing Dramatically

53.8%

22.0%

18.7%

4.4%1.1%

72.5% of survey respondents believe their clients’ content marketing budgets will increase


CONTENT IS STILL ESSENTIAL TO PERFORM WELL IN SEARCH.


BUT WE SUCKED AT IT.


BUT WE WEREN’T ALONE.


AGENCIES REPORT HAVING TROUBLE WITH EVERY PART OF THE CONTENT WORKFLOW.



Source: Ad Age Content Strategy Studio, “The Future of Content” by The Content Council, June 2015. n=448

#CONTENTPROBS AMIRIGHT?



Source: 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Source: Online survey of digital marketing professionals at advertising agencies conducted by Heather Physioc, March to June 2017, n=91.

47.3% PROVING ROI

23.1% PROCESS OWNERSHIP

53.8% SELLING VALUE

38.5% BAD SCOPING

27.5% LACK OF PROCESS


14.3% SOURCING CREATION 1.1% DISTRIBUTION

56% CLIENT MATURITY

40.7% WORKING IN SILOS

22% DEPARTMENT BUY-IN

29.7% SCALABLE PRODUCTION

33% AFFORDABLE PRODUCTION


IF THERE’S A PROBLEM…


YO, I’LL SOLVE IT.@HE ATHER PH YSIO C @VML #MOZCON

LET’S FOCUS ON…

PROVING VALUE CREATING PROCESS SOURCING CONTENT


AGENCY ASSUMPTIONS

No one-size-fits-all approach for every

agency or client

Fueled by creativity and chaos - not

rigid process

Content formats and platforms will continue

to evolve


Every department thinks they own content.

TERRITORY


Everyone and no one owns content.

OWNERSHIP


We need to implement structure without sacrificing creativity.

PROCESS


We need to create content continuously & affordably.

SOURCING


PROVING VALUE


SO…Not everyone agrees on what “content” even means


CONTENTLEADSCUSTOMERS CUSTOMERTARGET

USING

JOURNEYSPECIFIC

USE

RIGHT

QUESTIONSASSETS

COPY

WRITTENANSWERS

TRAFFIC

CHANNELS AUDIENCECREATION

DIGITALSTRATEGIC

CREATING MARKETING

BRAND

RELEVANT


CAMPAIGN VS. CONTINUOUS


CONSUMPTIVE

FUNCTIONAL

MULTI-CHANNEL

ASPIRATIONAL

CREATIVE

SINGLE STREAM

CONTINUOUSSHORT-TERM


NOW THAT WE’VE DEFINED “CONTENT” CLEARLY, HOW DO WE GET CLIENTS TO INVEST IN IT?


PRO-TIP: CLICKS DON’T MEAN JACK. MONEY TALKS.


PR

OC

ES

S M

AT

UR

ITY

ORGANIZATIONAL MATURITY

MANAGED CONTENT TREATED AS AN ASSET, MANAGED

WITH CHECKS & BALANCES IN PROCESS

& TECHNOLOGY.

STRATEGIC CONTENT KEY ASPECT OF BRAND’S DIGITAL

STRATEGY. PART OF THE DNA. DEFAULT STATE.

INTEGRATED PLANNING &

INTEGRATION AT PUBLISHING END, BUT

NOT EARLIER IN LIFECYCLE.

REACTIVE AD HOC. LITTLE THOUGHT TO

MANAGEMENT & CONSEQUENCES.

TACTICAL MANY PROCESSES IN CHANNEL SILOS. NO

CONNECTIONS BETWEEN THEM.

CONTENT MATURITY

MODEL


CONTENT MARKETING: GROWING BASE VS. BUYING SPIKES

TR

AF

FIC

/ E

NG

AG

EM

EN

T

TIME

CAMPAIGN MODEL ONLY

TREND WITH CONTINUOUS CONTENT SUPPORT

CAMPAIGN + CONTINUOUS CONTENT MODEL


Growth

Atrophy

ATROPHY VS. GROWTHG

RO

WT

H

TIME


Look at this great progress we made with technical and basic on-page!

If we don’t create content, we will decline an estimated rate of X per year. Bummer.

If we invest in content expansion to serve searchers better, we can keep growing by this much!

DIGITAL CONTENT STRATEGY ORANIC TRAFFIC PROJECTIONS AND ROI VS. PAID MEDIA

$1.00

$0.50

Content Investment

$2.50

$3.00

$3.50

$3.10

$3.40

$3.80$4.00

$1.50

$2.00

50,000

00

25,000

125,000

150,000

175,000

200,000

75,000

100,000

1 2 3

$0.94

$75,000 $100,000 $125,000

$0.83

$0.69

Organic Traffic Growth Organic CPC Paid CPC


BUILDING A SYSTEM


SYSTEM REQUIREMENTS

Adaptable to current and new content formats

Sustainable, repeatable process

Easy to adopt and scale for large brands

Custom-tailored to every client

Stays true to agency’s creative roots


AGENCY BRIEF CHANNEL INPUTS CONTENT PLAYBOOK

CONTENT CALENDARPRODUCTION

APPROVALS AND AMPLIFICATION

THE AGENCY CONTENT FLYWHEEL“EDITOR IN CHIEF” OVERSEES PROCESS


Route for Optimization Route for Approvals Route for Publication & Amplification

APPROVALS AND AMPLIFICATION

THE AGENCY CONTENT FLYWHEEL

Keyword Research Social Listening Data Creative Insights PR Threats and Opportunities Media Channel Data Web Analytics Data User Experience Behavior Data

Content Pillars Content Types Content Cadence Digital Channels Measurement and KPIs

Over-arching Strategy Content Calendar (Subject, Keywords, Format, Specs/lengths, etc)

Sourced for Creation (In-house, Outsource, Client-created, Influencers, AI, etc.)

Audience Personas Brand Research Competitive

AGENCY BRIEF CHANNEL INPUTS CONTENT PLAYBOOK

PRODUCTION CONTENT CALENDAR

“EDITOR IN CHIEF” OVERSEES PROCESS


“YO, THIS LOOKS

HARD.”

THESE THINGS ARE ALREADY HAPPENING AT AGENCIES.

IN SILOS.


NOT EVERY AGENCY WILL HAVE THESE RESOURCES.


NOT EVERY CLIENT WILL HAVE THESE BUDGETS.


THIS IS A SKELETON ADAPT FOR YOUR REALITY


SOURCING CONTENT


+Message Control

-Single Campaign

Creativity

Completely Custom

Slow To Execute

Costly To Clients

IN-HOUSE CREATIVE


IN-HOUSE PRODUCTION

Quality Control Competing Demands

Speed To Market

Less Costly

Less Creativity

Customization

Multi-Format

+ -


OUTSOURCE

Content Specialty Extra Steps

Demand Flexibility

End-To-End System

Profit Margin

Quality Control

Speed To Market

+ -


Less Creativity

Automated & Easy Limited By Inputs

Multiple Platforms

Learns Over Time

Lacks Judgement

Quality Control

A.I.

+ -


MAKE VS. BUY DECISION MODEL

Other Possible Criteria:

Difficulty to Implement Production Quality

Service Reliability Scoping Ease & Accuracy

Profitability Adaptability

Production

Outsource

Client

X-High HighLowHighCreative

Method Cost to Client Control Speed to

Market Creativity

High LowMediumHigh

Medium LowHighMedium

Low LowLowLow


BIG TAKEAWAYS


DEFINE CONTENT AND ALIGN COLLEAGUES AND CLIENTS


BUILD A FLEXIBLE SKELETON PROCESS WITH BUY-IN FROM ACROSS THE SHOP.


DO THE COST/BENEFIT ANALYSIS TO CHOOSE MAKE/BUY FOR EACH CLIENT.


GOODIES!

URL: https://mozcon.vmlconnect.com/ Username: VML Password: MozCon2017


PARTY ON.


from anchor to asset€¦ · source: 2017 b2b content marketing trends—north america: content...

Documents