People Focused Content Strategy

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Presented in conjunction with Second City Communications on Wednesday, September 25, 2013 as part of Social Media Week.

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<ul><li> 1. People Focused Content Strategy #SMWContent Baron Manett @bstat Jason Dojc @jdojc Sandy Marshall @marshallsandy Ariad @ariadcomm Second City @SecondCityBiz </li></ul> <p> 2. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 2 Baron Manett SVP, Strategy @bstat Jason Dojc Senior Digital Strategist @jdojc 3. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 3 Social Content 4. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 4 Social Content 5. 5 Lets do social media marketing? What about [insert new platform marketing managers kid is on]? Content is King (Allegedly coined by Bill Gates in 1996 or Sumner Redstone earlier) Visibility Time 6. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 6 1900 1904 1951 1986 2010 2013 7. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 7 27 millionpieces of new content shared every day Source: AOL and Nielsen 2012 8. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 8 9 in 10organizations market with content Source: Content Marketing Institute 9. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 9 78%of CMOs think custom content is the future of marketing Source: eConsultancy 10. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 10 86% of B2C marketers use content marketing 91% of B2B marketers use content marketing Source: eMarketer 11. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Visibility Time 11 We need to do content marketing!!! 12. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 12 Content Copy 13. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 13 Content Media 14. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 14 Content Messaging 15. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 15 stuffContent is the you talk about. 16. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 16 The Substance What your brand does and Essence How you help your consumer CONTENT IS... 17. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 17 Content + Social 18. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 18 It starts with the customer and their journey 19. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Lets consider First time homebuyers 19 20. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 20 #1 Map your current understanding. #2 Insights from the front line. #3 Add customer research. #4 Map multi- channel journey. #5 Identify content opportunities #6 Content strategy, plan, execution. 21. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 21 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator. 22. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 22 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator. 23. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 23 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator. *for illustration purposes only 24. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 24 START HOME SEARCH GET PRE APPROV. HOME SEARCH REQUEST HIGHER AMOUNT EDUCATE RE HOME BUYING FIND DREAM HOUSE EVALUATE OPTIONS BUY HOUSE CLOSE MORT- GAGE IN BRANCH OUT OF HOME WEB SITE REALTOR OFFICE AT HOME CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER 25. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 25 START HOME SEARCH GET PRE APPROV. HOME SEARCH REQUEST HIGHER AMOUNT EDUCATE RE HOME BUYING FIND DREAM HOUSE EVALUATE OPTIONS BUY HOUSE CLOSE MORT- GAGE IN BRANCH OUT OF HOME WEB SITE REALTOR OFFICE AT HOME CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER ?? ?? ?? ?? ?? ?? ?? ?? ?? 26. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 26 Our young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing. As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and advice move from the general to the specific does my income, with this mortgage, allow me to buy this home? During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline. In the end, the mortgage that has the right features (not the lowest rate) will win them over. First time homebuyers 27. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 27 28. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 28 29. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 29 30. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 30 31. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 31 32. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 32 33. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 33 34. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 34 35. 35 So how does this work? cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/ 36. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 36 The Holy Grail is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME 37. @bstat, @jdojc, @SecondCityBiz #SMWContent OUT Copy Campaigns Launch Messaging Repurpose Channels Commodity Lets change our mindset 37 IN Content Programs Longevity Engagement Nimble Journeys Asset 38. @bstat, @jdojc, @SecondCityBiz #SMWContent 38 Real marketing power of content comes when you focus not on helping the seller sell, but helping the buyer buy. Mark Michaud @MichaudMark 39. Thank you. ariad.ca/ideas ariad.ca @ariadcomm Baron Manett @bstat Jason Dojc @jdojc </p>

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