secrets to king content's content strategy methodology

Secrets to Thumb Stopping ContentB R O U G H T T O YO U BY

#nxsyd boot camp coaches

Ruth Haffenden General Manager

[email protected] linkedin.com/in/ruth-haffenden-ab783064

@Ruth_Elizabeth

Phil BrownContent Strategist

[email protected]/in/brownisthenewblack

@Philba333

mailto:[email protected]


https://au.linkedin.com/in/ruth-haffenden-ab783064

https://twitter.com/Ruth_Elizabeth



https://twitter.com/Philba333

Content Marketingin Context

4C O N T E N T M A R K E T I N G I N C O N T E X T

YOUR CUSTOMERS DON’T CARE ABOUT YOU , YOUR PRODUCTS , YOUR SERV ICES . . . THEY CARE ABOUT THEMSELVES , THE IR

WANTS AND THE IR NEEDS . CONTENT MARKETING IS ABOUT CREATING INTERESTING INFORMATION YOUR CUSTOMERS

ARE PASSIONATE ABOUT SO THEY ACTUALLY PAY AT TENTION TO YOU.

– Joe Pu l i zz i , Con ten t Marke t ing Ins t i tu te

WANT TO GO VIRAL? YOU’RE GONNA NEED A PLAN



• Tourism Australia – Best Job in the World

• Six-month salary of up to A$100,000 which includes remuneration, accommodation costs and other agreed living expenses.

• The campaign was designed to create word-of-mouth “buzz” by asking applicants to submit a video of why they would be right for the job. The campaign achieved the desired effect because they received 40,000 video entries, from 200 countries around the world, more than 7 million visitors to the site who generated nearly 500,000 votes.

• $1.7 mill spent for $70 mill return in the first month



• Oreo – dunk in the dark

• During a 34 min power blackout in the Superbowl in 2013, Oreo jumped on the moment and published this tweet that was retweeted nearly 16,000 times with 20,000 likes on Facebook.

• It came with a plan; a 15-person social media team including copywriters, a strategist and graphic designers all on standby to jump on these kind of opportunities with a 10 minute turn around time.


YOUR PRODUCTIS NOT ENOUGH

Product messaging is no longer enough to secure the attention of your audience.

70-90% of the buyers journey is complete prior to engaging a vendor (Forrester)

Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)

They have a short list in mind, a few key brands they come looking for.


FIGHT FOR PURPOSE

Ensuring you are one of those brands on the short list no longer comes down to the one who shouts the loudest or claims to be the best or the cheapest.

It is the one who has driven brand affinity long term. As brands jostle for the attention of the online audience, those staying ahead of the game are cleverly aligning themselves with a clearly defined purpose through which to secure their audience before engaging them on a route to purchase.


THE PRODUCTCHALLENGE

The path to ‘purpose-led’ marketing via the creation of engaging experiences is not easy.

Nor is it always a natural thing for a brand to do. “We have products to sell!” “We should tell people about them!”

Finding the mutual point between what you want to say and what your customers want to hear is the holy grail for content marketing.

Put it like this. Content engagement is like a first date, if you only talk about yourself, there probably wont be another one.

What you want to say

What your audience wants to see/hear

CONTENT MARKETING LIVES HERE

– a home to brand affinity, engagement and long-term

relationships.


CONTENT MARKETING SHOULD BE FOCUSED ON DELIVERING VALUE TO OUR AUDIENCES BEYOND THE PRODUCT OR

SERVICE WE PROVIDE.– ROBERT ROSE, Content Market ing

Inst i tute


PURPOSE TO PURCHASEIN PRACTICE

The challenge for Always is perhaps the most clear cut example of a sector where what a company wants to say is not aligned with what people want to hear.

While Always historically focused on confidence based on superior product performance, the opportunity was to reinterpret confidence in a more meaningful way.

The challenge it faced was to become relevant to its audience, be trusted by its audience and ultimately become the product of choice WHEN its audience came looking.

The Always #likeagirl campaign drove a distinct sense of purpose, driving fierce brand affinity and engaging its audience in a life-long relationship with it, and not talking about its product once.

Always is the champion of girls. Always makes sure girls are unstoppable. Always empowers girls to take ownership of who they are. With Always you are unstoppable.

Watch : A l w a y s ’ #L i ke AG i r l a d v e r t

https://www.youtube.com/watch?v=XjJQBjWYDTs.

https://www.youtube.com/watch?v=XjJQBjWYDTs.


PURPOSE TO PURCHASEIN PRACTICE

So what did Always really do?

Audience first: It took a good look at its audience, who they are, how they felt and what mattered to them.

Developing purpose: It created content which drove a sense of purpose for its brand, a cause, a reason for being, and put this ahead of talking about itself and its products.

Consistency: It understood a campaign is not enough, when you move to being audience centric, it’s for the long term. It developed and evolved its content to continue the conversation, with #unstoppable launching earlier this year.

Integration: The campaign was mapped across every digital touch point from ATL, to DM, PR and social media .


THE BUSINESS CASE FOR CONTENT?

o Take back your audience: The media world is now a democracy, everyone is, or has the power to be, a publisher. Content marketing enables you to take back ownership of your audience, stop ‘renting’ eyeballs on other people’s channels and develop your own audience as a brand publisher.

o Be welcomed into the consumers’ landscape: The new generation is used to self-education. They have never been in a position where they could not find their own answers online. People don’t want to speak with salespeople, they can educate themselves – marketing has had to step into the realm of educator.

o Re-claim trust: The growth of social media means that the most trusted sources of information are no longer ‘official’ spokespeople or product messages from brands. Content marketing allows brands to be part of the consumers’ conversations in a relevant way, as an educator or entertainer.

o Be found when they are ready: High-quality content is rewarded by Google. Google has consistently rolled out new algorithm updates which increasingly reward content written for humans rather than robots. Relevant content does not just drive affinity with the consumer at the top of the funnel, but means they are also more likely to find you through search at the point of consideration/conversion.


WHAT DOES THIS MEANFOR MARKETING?

Content marketing has provided an opportunity for brands to cement longevity into their marketing communications.

Using wide-scale product messaging to drive consideration is no longer enough to differentiate your brand in the long term.

Content marketing is the route to ensuring you are on the consumer short list at the point of consideration.

Direct marketing, search and re-targeting tactics are then the tools that ensure you are the winner in conversion.

Old sales funnel

General awareness

Product promotion

Consideration

Conversion

Re-entry to top of funnel

New sales funnel

Targeted personas

Engagement/ value

Consideration

Conversion

Long-term ambassadors

hip


SO WHO SHOULD OWNCONTENT MARKETING?

o Content marketing cannot be owned by one siloed department.

o It is a joint responsibility which works to drive the consumer from purpose through to purchase.

o It is baked into every touch point from social media to employer branding and in-store experience.

o Consider an editorial board

CONTENT

PREDM

WEBSITE

Social media

Brand

HRLegal

SEO

ATL

SALES

Product devt

In-store

How do brands embed content

into their business?


Every business is different, but those seeing the best results from content marketing have a number of core principles in common:

o Commitment to a customer persona-centred approach, across the business.

o Development of data-driven customer personas, which are clearly segmented by their individual wants, needs, passions and pain points.

o They stop planning content around the product a customer buys and start talking to the customer who buys the product to develop a life-long relationship within these clear customer segments. A clear sense of brand purpose

o They strive for consistency: Communication across business divisions is required to drive an integrated approach which positions their brand purpose across all customer touch points across paid, owned and earned media, in the every day.

o They create and commit to content strategy and communicate this journey across the business, ensuring there is a clear pathway between content and product messaging.

How does this work in practice?


THE CONTENTPLANNING CHALLENGE

The truth is that the customer journey is not linear at all.

Customers will touch on and engage with multiple different pieces of content across multiple channels at inconsistent times before they make a purchase.

So how does a business effectively plan content?

23C O N T E N T M A R K E T I N G I N C O N T E X T1. MAPPING YOUR BRANDBRAND STORY

Brand Purpose

Business objectives

Audience researchAudience objectives

“persona work”“Brand Story” Marketing

objectivesMarket research/

Internal data


Content pillar Content pillar Content pillarPersonaPersonaPersona

2. TELLING YOUR BRANDBRAND STORY

Brand Purpose

Business objectives

Audience researchAudience objectives

“persona work”“Brand Story” Marketing

objectivesMarket research/

Internal data

25C O N T E N T M A R K E T I N G I N C O N T E X T4. FORMATS FOR YOURBRAND STORY

Social

Graphics/ 'snackable'

Short form articles

Video

Long form/ webinars

Con

versi

on

Traffi

c

E

ngag

emen

t

26C O N T E N T M A R K E T I N G I N C O N T E X T4. VOLUME AND FREQUENCYBRAND STORY

Social

Graphics/ 'snackable'

Short form articles

Video

Long form/ webinars

Con

versi

on

Traffi

c

En

gage

ment

Volume

Freq

uenc

y

27C O N T E N T M A R K E T I N G I N C O N T E X T5. EMOTION IN YOURBRAND STORY

28C O N T E N T M A R K E T I N G I N C O N T E X T7. ADAPT YOURBRAND STORY

1. A successful content marketing strategy uses data-driven insights to form hypotheses.

2. It uses these hypotheses to develop a plan.

3. The data derived from the execution of this plan are used to further refine these hypotheses.

insights hypothesis Plan Data


REAL TIME

MONTHLY

QUARTER

LY

ANNUAL

8. MEASURE,TEST AND LEARN

Be ready: the competition is coming


According to the CMI/ADMA Content Marketing in Australia 2015 report, 89% of Australian marketers say they are doing content marketing.

74% of Australian marketers say they are creating more content than in the previous 12 months.

64% say they will increase their total investment in content marketing over the next 12 months.

(CONTENT MARKETING INSTITUTE)

Change in Australian content creation(over the last 12 months)

Australian content marketing spending(over the next 12 months)

32% Significantly more

42% More

18% Same amount

4% Less

2% Unsure

14% Significantly increase

49% Increase

30% Remain the same

1% Decrease

4% Unsure


Only 37% of Australian marketers are actually operating with a documented content marketing strategy.

Those 37% are more effective in nearly every aspect of their content marketing compared to those that do not have a documented content strategy.

Producing engaging content is a challenge for 50% of Australian marketers.

THE OPPORTUNITY

Producing engaging content 50%

Lack of budget 48%

Producing content consistently 46%

Measuring content effectiveness 44%

Gaps in knowledge and skills of internal team 37%

Producing a variety of content 37%

Lack of integration across marketing 35%

Lack of buy-in-vision from higher-ups 32%

Finding trained content marketing professionals 31%

Technology-related challenges 26%

..and one thing to do with your content?

34C O N T E N T M A R K E T I N G I N C O N T E X TPROMOTE YOURBRAND STORY

03 RISE OF MOBILE

The mobile format isn’t conducive to ad placements as they impede the user experience. Brands are looking for different ways to engage their audience on this growing platform.

04RISE OF THE NEWSFEED

Traditional digital ads aren’t compatible with how people are consuming information and social content. Brands are migrating to in-feed ads to fit with the user’s experience.

05 CONSUMER TRUST

Consumer trust in branded content is on the rise; 75% of consumers trust educational content from brands. (SOURCE: Kentico, 2014)

06OWNED ASSET DISTRIBUTION

Native advertising forms part of an owned asset distribution strategy. It helps increase the return on investment made on content creation.

01 AUDIENCE REACH

It broadens reach to new audiences outside your owned channels.

Social platforms such as Facebook are making it harder for brands to reach their audience organically.

02BANNER BLINDNESS

Banner ad click-through rates are in decline as consumers are getting better at ignoring traditional online advertising.


5 KEY TAKE AWAYS

Tell a great story Be authentic Be CREDIBLE BE AUTHENTICBe transparent

1 32 4Consider what your

audience is interested in talking

about or sharing.

Share your expertise with your

audience – be a trusted advisor.

There needs to be a logical connection

between the content, the publication and the

brand.

The audience should know who

the content is coming from.

The right partners

5Partners must provide

access to the right audience in a

relevant, credible and respected

environment.


King Content MelbourneSuite 103838 Collins St, DocklandsMelbourne, VIC 3008

+61 3 8370 9102

King Content Hong Kong19/F, Cheung Kong Center 2 Queen’s Road, CentralHong Kong

+852 3469 5082

King Content London5th Floor133 HoundsditchLondon EC3A 7BX

+44 20 3766 5329

King Content New York175 Varick StNew York, NY 10014

+1 2 8204 0600

King Content SydneyLevel 223 Foster St, Surry HillsSydney, NSW 2010

+61 2 8204 0600

King Content Singapore9B Craig RdSingapore 089669

+65 6692 2326

THANK YOU

Questions and discussion

#nxsyd boot camp coaches

Ruth Haffenden General Manager

[email protected] linkedin.com/in/ruth-haffenden-ab783064

@Ruth_Elizabeth

Phil BrownContent Strategist

[email protected]/in/brownisthenewblack

@Philba333



https://au.linkedin.com/in/ruth-haffenden-ab783064




https://twitter.com/Philba333