structuring content for dynamic - marketing...
TRANSCRIPT
STRUCTURINGCONTENT FOR
DYNAMICSTORYTELLING(FROM A MEDIA AGENCY’S LENS)
Joseph SalesDigital Director and Content LeadMediaCom Beyond Advertising CONSUMER BEHAVIOR AND MEDIA ARE
ALWAYS EVOLVING, WHAT’S CONSTANT IS
OUR NATURE TO SEEK FOR INFORMATION,
ENTERTAINMENT, AND CONNECTION.
AT MEDIACOM :
• We optimize the whole
communications SYSTEM, not just
individual silos
• We believe that CONTENT is the
fuel for high-performing systems
• We plan for OUTCOMES, not just
inputs
MediaCom Beyond Advertising (MBA)
is MediaCom’s integrated content
division where we help client:
• Create optimized CONTENTS
designed with CONNECTION in
mind
• Distribute contents to reach the
right audience
• Ensure that contents deliver to
our client’s business
MediaCom is your CONTENT + CONNECTIONS agency
CONTENT IS COMMUNICATION
CONSUMERS CHOOSE TO
ENGAGE WITH
MediaCom Beyond Advertising AU: West Pac – Air Rescue
AS SOON AS WE BECOME ‘CONTENT CREATORS’
WE’RE ASKING CONSUMERS TO CHOOSE OUR
CONTENT ABOVE EVERYTHING ELSE THAT IS
VYING FOR THEIR (FINITE) ATTENTION
MediaCom Beyond Advertising: Shell - The Power of Sport
Identify the role of content in your communications
OWN AN
AUDIENCE
SHARE AN
AUDIENCE
REACH AN
AUDIENCE
ROLES OF CONTENT
OWN AN AUDIENCE - ‘Brand
acting as a publisher’
• Campaign Agnostic
• Consistent ‘ownable’
territory
• Smaller, higher value,
audience
• Scheduled regularly
• Long Term Owned
Audience Growth
SHARE AN AUDIENCE –
Partnership with content
creator
• Shared values and
audience
• Both entities benefit
• Sustained commitment
REACH AN AUDIENCE -
Content as Advertising
• Campaign Aligned
• System Integrated
• Broad Audience
• Burst
• Short-term advertising
metrics / KPIs
A STRATEGIC FRAMEWORK should include a content typology so you are creating the right types of content
• Ensure we know the role content is playing in a
communications system
• Create Rules for creative development (how
much product / brand for example)
• Drives Distribution
• Enables optimisation
• Deliver clear KPI’s
‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed
for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’
SKII: Leftover Women (https://www.youtube.com/watch?v=irfd74z52Cw)
‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs.
This is often the next step in your comms journey: capture your audience’s attention with inspirational content,
and then make it relevant to them with content that is both informative and useful’
’
Simple how-to videos
Perfect Italiano Cheesy potato Rosti (https://www.youtube.com/watch?v=lzpicY3katY)
Partnership with credible content creators
‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social
community management and competitions. It gives longevity to a campaign and is designed
to grow your base of brand advocates’
Evergreen social contents that continuously engage consumers
Perfect Italiano SG (https://www.facebook.com/perfectitalianosg)
CONTENT NEEDS TO BE CREATED
WITH THE CONNECTION IN MIND
DIFFERENT
REASONS,
DIFFERENT
BEHAVIOURS
The newsfeed is a unique creative environment
80%-90%MOBILE VIEWS
1.7 SECONDSTO MAKE AN IMPACT
(AVERAGE SCROLL RATE)
WE’RE COMPETING WITH
EVERYTHING FOR OUR
AUDIENCE’S ATTENTION
(EVEN THAT CUTE CAT VIDEO)
Make sure that your content is optimized and feed ready
Is my content news feed ready?
CAPTUREattention within
the first 2 seconds
MUTEAssume
sound off
FRAMEyour story for
the most
effective formats
BRANDClearly to
maximise recall
FOCUSTime-length to
optimal 10 – 20
second window
KEEP ON EXPERIMENTING – We are still learning what video content works well in mobile feed.
Plus the tactics that make each piece of content successful may be different. So we recommend
experimenting to learn.
Distribute your contents
A GREAT IDEA DESERVES A GREAT AUDIENCE
We all know the examples of the content that has millions of views and huge engagement; however
these are usually the exception and not the rule.
In a world where 100 hours of video are uploaded to YouTube every minute and Facebook is
officially a zero organic reach platform for brands we have to use targeted paid media to boost our
content to ensure it has the eyeballs it deserves.
3 ways to distribute contents
IN FEED DISCOVERY INTERRUPTIONContent that appears in the same feed
as organic content, whether this be on
a Facebook feed or on Buzzfeed.
Content that appears In-Feed is often
coined as ´Sponsored', or ´Promoted´
Content that is surfaced on publisher
websites; either through discovery tech
platforms such as Taboola & Outbrain
or through Content Syndication
companies such as BeOn or Unruly
Sometimes the best way to deliver
branded content is to serve it up
through, skippable, formats such as
YouTube TrueView or more Incentivised
formats
Powered by technology and audience data
BEHAVIOURAL
TARGETING
COLLABORATIVE
FILTERING
SEMANTIC
TARGETING
COMBINED
CONTEXTUAL-
MOST POPULAR
Behavioral Targeting allows the derivation of users' behavioral patterns and thus their interests from the collected
data. Visited websites, previous interactions with ads, online purchases, etc. help to gather user preferences
Cross-Domain Collaborative Filtering is highly effective use of Behavioral Targeting based upon the assumption that
users having interests in common also take an interest in similar subjects – statistical twin.
Semantic Targeting takes into account the editorial environment in which the recommendations are embedded. It
does comprehensive content analysis of the respective page, during which the content is precisely categorized –
news, entertainment, sports, etc.
Depending upon optimization goals (CTR, view time, conversions, etc.), certain recommendations are deemed
especially suitable. Algorithm links the performance of the recommendations to the different attributes and creates a
list of top recommendations for every attribute (publisher, device model, browser, etc.) especially when data is scarce
about the TA.
Having a clear KPI will help you evaluate the success of your contents
Measurement– How will you measure success? What are your most
important KPIs, and what are the smaller KPIs that ladder up to
helping you achieve the objectives you set from the beginning?
Pageviews, shares, and time on page, can be important, but
newsletter subscriptions and followers are critical to building an
audience. And qualified leads, purchases, and higher value
customers are ultimately what you need to prove a return on
investment, and make your case for more resources to drive growth.
In summary
ROLE OF
CONTENT THE 3 I’S FEED READY
CONTENT
DISTRIBUTIONCLEAR KPIs
