leveraging the value of content creation - cross media 2013
TRANSCRIPT
Leveraging the value of content creationAlex Marks & Susi O’Neill
About us
Established 1994
Independent
£15m+ turnover, 100 team members
Top 10 content marketing agency
Reflections on River
Set your content free
www.therivergroup.co.uk DUBAI
Leveraging the value of content creation
1. Make content go further/work harder
2. Generate revenue from your content
Content that does more
Content Marketing: Planning 1. Recognise who you are as a brand
2. Understand who your present and future consumers are
3. What do you want to say and achieve
4. Distribution methodology to engage for each audience segment – ensuring consistency of messaging due to multiple touchpoints
Identify the customer journey
So we can deliver the right content•At the right time•On the right platform•To be monetized and measured
DreamingDreaming
Feelings
Content role
LookingLooking BookingBooking PlanningPlanning SharingSharing
Uncertainty Frustration Anticipation Anxiety Excitement Happy/SadExcitement Frustration Excitement Anticipation
Anxiety
Inspire Inspire Reassuring Reassuring Supportive CompanionInform Helpful EntertainingBe accessible
Identifying the role that content might play
Experiencing
So content needs to be accessible
How I want it, where I want it, when I want it…
Context and content are partnersContext and content are partners
Created. Once. Published. Everywhere
• Content becomes omni-platform across magazine, website, emails, social media and mobile/tablet
• Adds value by extending the content into clients wider marketing activity
• Improves brand authority and SEO
Created. Once. Publish. Everywhere
Weight Watchers and Weight Watchers magazine Facebook pages
E-zines and marketing communications
Have you tried our amazing Mediterranean Pork? #weightwatchersfood
Life-stage targeting Native apps
‘How to’ videos
Content doesn’t need to sit still
Recipe featured in The Co-operative Food Magazine
(print and digital)
Recipe featured on goodwithfood.co.uk
Teaser of recipe featured in
emails
Recipe / video shared by community via
social media
Recipes repurposed by Lincolnshire Co-operative
Recipes repurposed by The
Co-operative Village
Delivering value
To your inboxTo your hand
To your device
Creating value that is..
Usable Shareable Profitable
http://vimeo.com/58370510
Purposeful..
Web search Buy productWeb page article Link to online shop
Social media Visit websiteFacebook post Add comments
E-NewsletterLink to online membership
Feature article
Measurable..
Where did they come from? What did they do as a result?
‣ Search
‣ Email newsletters
‣ Social media
‣ Referring sites
‣ Direct
What did they look at/read?
‣ Most/least popular content
‣ Time on page vs. time to read
‣ Download a file,
‣ Become a member
‣ Contact us
‣ Make a purchase
‣ Sign up for email newslettersUnderstand where to put
your marketing effortInform and drive editorial approach Business KPIs
Content marketing: Management
Content as a revenue generator
Access over ownership
New channels to consume but not ‘own’
Content people want
Shareability
Shareability
Scratches the itch
Challenges: Fragmented devices, fragmented attention
WHAT PEOPLE
WILLPAY FOR
££
Interest specific
Exclusive
Authoritative
Depth
Engagement (or addiction)
Curatorial
To bundle…or unbundle?
Recipe for content monetisation
Gather at least two of the following ingredients
Starting the monetisation process1. Define your objectives
• Be specific. Content can’t do everything
2. Understand your customers. Properly• All the usual + How do they search for your content? what language do they
use? what does their decision making process look like
3. Hire great content creators• Creating great content requires creative skills.
4. Decide how you will measure success• Attribute it to business value
4. Decide how you will measure success• Attribute it to business value
Method: Choose your revenue channels
Advertising
Sponsorships
Affiliates
Edition Sales
Premium SMS
Pay Per View
Edition Sales
Premium SMS
Pay Per View
Subscription
App sales
Subscription
App sales
Pay Attention Pay if you want it Pay in your sleep
Method: select a payment model
Tip: Partnerships matter
Advertising
Serving suggestions
In summary…
THANK YOU
Alex Marks – [email protected] O’neill – [email protected]
@rivergroupltd
www.therivergroup.co.uk