people focused content strategy
DESCRIPTION
People Focused Content Strategy was presented at the Second City Theatre on Wednesday September 24, 2013 as part of Social Media Week.TRANSCRIPT
People Focused Content Strategy
#SMWContent
Baron Manett @bstatJason Dojc @jdojcSandy Marshall @marshallsandy
Ariad @ariadcommSecond City @SecondCityBiz
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Baron ManettSVP, Strategy@bstat
Jason DojcSenior Digital Strategist@jdojc
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Social Content
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Social Content
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Let’s do social media marketing?
What about [insert new platform marketing
manager’s kid is on]?
“Content is King” (Allegedly coined by Bill Gates in 1996 or Sumner Redstone earlier)
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ty
Time
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19001904
1951
1986
2010
2013
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27 millionpieces of new content shared every day
Source: AOL and Nielsen 2012
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9 in 10organizations market with content
Source: Content Marketing Institute
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78%of CMOs think custom content is the future of marketing
Source: eConsultancy
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86% of B2C marketers use content marketing
91% of B2B marketers use content marketing
Source: eMarketer
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ty
Time
We need to do content marketing!!!
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Content ≠ Copy
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Content ≠ Media
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Content ≠ Messaging
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stuff
Content is the you talk about.
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The SubstanceWhat your brand does
and EssenceHow you help your consumer
CONTENT IS...
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Content + Social
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It starts with the customer and their journey
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Let’s consider… First time homebuyers
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#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.
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First time homebuyers
Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
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First time homebuyers
Attracted to rate
or offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
Visits branch
first.
Doesn’t use
calculators
yet.
Rates used to create short
list of 3 possible lenders.
Visits branch after finding
house – need more money.
Uses calculators
once house
shopping starts.
Visits web site to learn about
types of mortgages.
Buys on
features not
rates.
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First time homebuyers
Attracted to rate or
offer.
Gets pre-approved.
Buys house.
Closes mortgage based on approved
rate.
Visits web site for
rates and calculator.
Visits branch
first.
Doesn’t use
calculators
yet.
Rates used to create short
list of 3 possible lenders.
Visits branch after finding
house – need more money.
Uses calculators
once house
shopping starts.
Visits web site to learn about
types of mortgages.
Buys on
features not
rates.First Time Homebuyer
TARGET CUSTOMER PROFILE*
• Ages: 24 – 35• Income: + $60,000 HH
• 50% Post-secondary degree
• 80% own cars• 75% own smartphones
• Expensive taste in real estate
• Find banks intimidating
• Expect to be turned down
• Not brand loyal• Shop online monthly
*for illustration purposes only
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First time homebuyers
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
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
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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
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So how does this work?
cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/
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The Holy Grail
is the RIGHT CONTENTin the RIGHT PLACEat the RIGHT TIME
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OUTCopy
Campaigns
Launch
Messaging
Repurpose
Channels
Commodity
Let’s change our mindset
INContent
Programs
Longevity
Engagement
Nimble
Journeys
Asset
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Real marketing power of content comes when you focus not on helping the seller sell, but helping the buyer buy.
Mark Michaud@MichaudMark
Thank you.
ariad.ca/ideasariad.ca@ariadcomm
Baron Manett @bstatJason Dojc @jdojc