lwm content marketing event public
TRANSCRIPT
@Last_Word_Media
WelcomeRoss Cathcart – Director, FirstWord Media
Adrian Michaels – Director, FirstWord Media
Mark Sinclair - Chief Video Engagement-ologist, yBC.tv
Online Marketing Manager, Last Word Media
Today we’ll look at:
• Build Audience. Build Business: unlocking the power of content marketing
• The six secrets to producing video content which your clients actually want to watch
• If content is King and distribution Queen, who wears the trousers?
Challenges facing UK Marketers
Source: Axonn
51%
46%
46%
40%
34%
29%
27%
27%
26%
18%
Producing engaging content
Producing content consistently
Lack of budget
Measuring effectiveness
Producing a variety of content
Technology related challenges
Gaps in knowledge and skills of internal team
Finding trained content marketing professionals
Lack of intergration across marketing
Lack of buy-in / vision from higher-ups
The first and last word in content marketing
FirstWord 2015
These days, if you have something to say, just say it.
FirstWord 2015
We come from
FirstWord 2015
We keep the best company
FirstWord 2015
We are the First and Last Word in Content Marketing
FirstWord 2015
From 1,000 pieces of content
FirstWord 2015
FirstWord 2015
Via the magic of live TV on Facebook
FirstWord 2015
Five forces are driving this…
The world we’re in:
Today, everyone needs to think like a publisher
FirstWord 2015
1.Display is in demise
FirstWord 2015
2. The explosion
of social media
FirstWord 2015
3. Google expects
FirstWord 2015
4. A new way to talk
directly to clients and
prospective customers
FirstWord 2015
5. It works
*Source: Demand Metric
×5More traffic
FirstWord 2015
# Content marketing
is not marketing.
It’s journalism.
But it works only if it’s proper journalism
FirstWord 2015
FirstWord 2015
Truths about Content Marketing
(Unlike Jack, we think you can handle it…)
5
FirstWord 2015
1. It starts
with audience
FirstWord 2015
Quality
Volume
& Frequency
FirstWord 2015
2. A newsroom
mentality means:
FirstWord 2015
3. Think Tapas
FirstWord 2015
4. It’s not only about
navel gazing
FirstWord 2015
5. You need to
swim where
the fish are
FirstWord 2015
In praise of excellence…
FirstWord 2015
FirstWord 2015
Standard Life Investments:
First class rigour
FirstWord 2015
Bond Vigilantes:
Opinions count
FirstWord 2015
Hargreaves Lansdown:
The £50bn fund built on distribution
*Sources: Guardian
FirstWord 2015
Franklin Templeton:
Does humour belong in Asset Management?
FirstWord 2015
Neil Woodford:
What’s investment for anyway?
FirstWord 2015
Hiscox:
Pick a theme, not any old theme…
FirstWord 2015
EE/Olaf Swantee:
Go native
FirstWord 2015
GE Ideas Lab: Third parties endorse
FirstWord 2015
BNY Mellon:Not sure what this is called…but we like it
FirstWord 2015
ANZ Blue Notes:
It’s the journalism, stupid
Open mic
FirstWord 2015
FirstWord 2015
CONTACT
ADRIAN MICHAELS
+44 7717 498 146
ROSS CATHCART
+44 7771 876 899
FirstWord – the first and last word in content marketing
Why the fuss over Video
• Video will account for 69% of all consumer internet traffic by 2017 (Cisco)
• A massive 75 per cent of people now share video content, and usually do so using social media platforms such as Twitter and Facebook (Axonn Research)
• 1 in 5 users are watching work related videos daily (Axonn Research)
LastWordMedia2015
LastWordMedia2015
Build it and they will come?
The magnificent 7
• Search engine optimisation
• Paid search
• Video
• In-line advertising
• Social media
• Media partnerships
What content does Last Word Media work with?
BlogsFeatures /
Case StudiesWebinars Articles
VideosWhite papers
Infographics Podcasts
Research
Distribution Channels
Apps Websites Magazines
In-person Events
eNewsletters Social Media
Platforms
Apps Also Available Soon On:
Spotlight On FATCA
Content Effectiveness
72%
67%
64%
63%
60%
58%
57%
57%
56%
55%
In-Person Events
Blogs
Social Media Content
Case Studies
Webinars
eNewsletters
Articles on their websites
Videos
White papers
Infographics
Source: Axonn
The Disclaimers
Campaign OpportunitiesNative AdvertisingDef: Is a form of advertising that incorporates sponsor promotional activities into editorial content. Designed to increase brand engagement, these pieces utilise multi-media products to create stand-out.
2014 is the year that advertorials become interactive assets rather than static pieces. Last Word Media is following in the trends of Bauer Media & Hurst in developing packages which combine editorial coverage with branding exposure and thought leadership. Forms of Native Advertising include:
• Developing Stories - a page which pairs content from an advertiser with a specific developing story• Survey and analysis - a dedicated campaign to gain insight into wealth manager and IFA preferences through email and article promotion • Interactive Infographics - Placing survey research material into post which compliment advertisers’ marketing objectives• Videotorial placement - integrating short form, themed video content into related editorial content and in the Videotorial section• Social Live Stream - a rolling scroll that integrates live tweets, Pinterest pins and other social media posts onto a sponsored page around a
theme.
Native Advertising CampaignJupiter Asset Management have create a raft of rich media content for the promotional activity of their UK Equities fund. Portfolio Adviser’s Native Advertising product will promote these assets in and around editorial content to increase asset distribution and engagement. Portfolio Adviser would like to run the following campaign by utilising the some of the following elements:
Jupiter
Video Thought Leadership Roundtables
How we will look to promote Jupiter’s content
Native Advertising CampaignJupiter
Articles featuring Jupiter videosEmails & Tweets
Thought Leadership Pieces
Distribution
LWM is dedicated in increasing brand engagement with our users through:
• Company profile pages – featuring latest news, features and sponsor generated content
• Thought leader author pages
• Prominent placement of Sponsor promotion blocks
• Sponsor content areas available on homepages
• Geo-targeting and subject sponsorship opportunities on all advert formats
Jupiter – UK Equity
Event
• 40+ UK Equity specialists with decision making responsibilities
Guide
• Entire PA readership (plus the digital audience and on app stores)
• FM Interviews
• Full page advertisement
• Solus opportunity to send a bespoke email / questionnaire to the entire UK Equity specialist audience
• List based on data built over 6 years of delegate recruitment and research in the UK Equity space
Jupiter
Native Success? Effective measuring of Native
33%
28%26% 27%
30%33%
29%26%
29%
24%
16% 15%18% 17%
23%
18% 17%
30%
Learnt something Challenged myperceptions
Now thinkdifferently
Feel more positive More likely to trust Feel I know thembetter
More likely to talkabout them to
friends
More likely torecommend them
More likely to use
WCFMC.com native ad
WCFMC.com traditional ad
DISCOVERY TRUST WORD OF MOUTH PURCHASE
Native vs Traditional Ads
Source:
AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ACROSS KEY BRAND METRICS*
NATIVE AD VIA DRIVER ON PREMIMUM CONTENT
WEBSITES
NATIVE AD VIA DRIVERON SOCIAL MEDIA
34%
16%
32%
1%
NATIVE AD VIA DRIVER ON PREMIMUM CONTENT
WEBSITES
NATIVE AD VIA DRIVERON SOCIAL MEDIA
AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ON BRAND TRUST
Source:
Content Distribution: Neptune
Link to Sponsored Content
Branding
Hosted in a relevant section of the site
800 word advertorial
Embedded video
100 % ownership of all creative sites on the landing page
Talking Factsheets is a service for users of the Square Mile Academy of Funds. The Talking Factsheets feature Square Mile's team of analysts reviewing the objectives and risks and giving their view on their listed funds. Square Mile & Portfolio Adviser have joined forces to promote these engaging additions to traditional factsheets.
Square Mile Talking Factsheets
Distribution = ResultsResults• BNY Mellon’s ‘Newton Asia
income Talking Factsheet’ went from ranking 60th to 1st on the most downloaded Talking factsheet after being promoted on Portfolio Adviser’s website
LIVE roundtables
Heads of Fund Manager Interviews
So who wears the trousers?
Apps
Available soon on:
International AdviserProviding users with more focused regional news by bringing our core markets to the fore. Users will receive :
• A new fully mobile optimised website with modern responsive design
• More rich media content
• Easier navigation bars
• Enhanced research tools
• New advertising opportunities
Portfolio AdviserPortfolio Adviser will receive the same treatment but has been designed to increase author focus vs regional content, this is done by:
• Bringing our thought leaders to the fore
• Increasing the presence of multimedia
• All new Sponsored content blocks
• New financial planning tools
• New navigation menus
Expert Investment EuropeExpert Investor Europe (EIE) is a website, magazine and events business aimed at the cream of the European fund selector community.
Target Audience:
• Pension Fund Trustees, Fund of Funds Managers, Wealth Managers, Private Bankers
Geographic Breakdown
• Spain, Italy, Scandinavia, Austria, Benelux, Germany, France and Switzerland
FundSelectorAsiaFund Selector Asia is a news analysis website, with a weekly news bulletin, for fund selectors, fund analysts, fund influencers, wealth management heads, investment councillors, heads of sales and client-facing wealth advisers throughout English-speaking Asia.
It covers asset allocation, portfolio construction and fund selection.
Target Audience:
• Fund Selectors, Fund Analysts, Head of Sales, Wealth Advisers
Geographic Breakdown:
• Hong Kong, Singapore, Thailand, China
SEO Goes SocialGoogle+ & Facebook are leading the charge for Search Engine Optimisation
Why is Distribution so important to Google?
Effectiveness Ratings for Social Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
Twitter LinkedIn YouTube Slideshare Facebook Pintrest Google+