Content Marketing Explained
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Content Marketing Explained

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This is the presentation version of 360i's report on Content Marketing. You can read + download the full report at: http://www.360i.com/reports/content-marketing/.

This is the presentation version of 360i's report on Content Marketing. You can read + download the full report at: http://www.360i.com/reports/content-marketing/.

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Content Marketing Explained Presentation Transcript

  • 1. Content Marketing Explained Presented by Rosie Siman Senior Strategist, 360i http://twitter.com/rosiesiman http://twitter.com/360i Download the full POV here: http://bit.ly/ContentMarketingPOVP R O P R I E TA R Y & C O N F I D E N T I A L
  • 2. TweetsStatus UpdatesBlog PostsNewsletter WTF is content?Sound BiteAltered Image/MemeQuizPoll/SurveyVideo ClipListsSlideshare PresentationPodcastShort Film/Edited VideoMagazineLectureInfographicWidgetEventFilmWebinarWhitepaperE-BookTransmedia/ARGExperienceApp
  • 3. WTF is content?ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY. [THINK BIG. REAL BIG.]
  • 4. Tweets WTF is content marketing?Status UpdatesBlog PostsNewsletterSound BiteAltered Image/MemeQuizPoll/SurveyVideo ClipListsSlideshare Presentation THE ORGANIZATION, CREATION + DISTRIBUTIONPodcastShort Film/Edited Video OF CONTENT TO BETTER CONNECT WITHMagazine CONSUMERS OR POTENTIAL CONSUMERS.LectureInfographicWidgetEventFilmWebinarWhitepaperE-BookTransmedia/ARGExperienceApp
  • 5. Why we’re here CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010 Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012 PROPRIETARY & CONFIDENTIAL 5
  • 6. Consumers are more familiarwith self-publishing tools PROPRIETARY & CONFIDENTIAL 6
  • 7. And they’re creating content thatoften outperforms brands’ http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp Old Spice is a well-loved brand - And with 2.5MM views, it shows! PROPRIETARY & CONFIDENTIAL 7
  • 8. And they’re creating content thatoften outperforms brands’ http://www.youtube.com/watch?v=C7hTAp6KrGY But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views! PROPRIETARY & CONFIDENTIAL 8
  • 9. And they’re creating content thatoften outperforms brands’ http://www.youtube.com/watch?v=C7hTAp6KrGY But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views! PROPRIETARY & CONFIDENTIAL 8
  • 10. Curation is here to stay http://buzzfeed.com PROPRIETARY & CONFIDENTIAL 9
  • 11. But what exactly is it? image source: Corinne Weisgerber Curators have become Content Strategists PROPRIETARY & CONFIDENTIAL (and vice versa) 10
  • 12. Curation is gaining traction PROPRIETARY & CONFIDENTIAL 11
  • 13. ...Even outside the marketingworld Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green PROPRIETARY & CONFIDENTIAL 12
  • 14. ...Even outside the marketingworld Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green PROPRIETARY & CONFIDENTIAL 12
  • 15. Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL 13
  • 16. Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
  • 17. 1 // Content Development (CREATION AND CURATION OF): STOCK FLOW + “Stock is the durable stuff. It’s “Flow is the feed. It’s the the content you produce posts and the tweets. It’s the that’s as interesting in two stream of daily and sub-daily months (or two years) as it is updates that remind people Today.” that you exist.”WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK. PROPRIETARY & CONFIDENTIAL 15
  • 18. 1 // Who’s doing it well Fast Company curated a pop up shop through flash sale site Fab.com PROPRIETARY & CONFIDENTIAL 16
  • 19. 1 // Who’s doing it well Amex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL 17
  • 20. 1 // Who’s doing it well RedBull’s Stratos showed they really do give people wings by sending Felix Baumgartner into space. PROPRIETARY & CONFIDENTIAL 18
  • 21. 1 // Who’s doing it well Oreo’s Daily Twist put a spin of childhood delight onto trending topics of the world. PROPRIETARY & CONFIDENTIAL 19
  • 22. 1A // Thinking About Stock & Flow (Typically) Flow (Typically) Stock Micro Base Hero SuperheroTweets Blog Posts Slideshare Event PresentationStatus Updates Newsletter Film Podcast Sound Bite Webinar Short Film/Edited Altered Image/ Video Whitepaper Meme Magazine E-Book Quiz Lecture Transmedia/ARG Poll/Survey Experience Infographic Video Clip App PROPRIETARY & CONFIDENTIAL Widget Lists 20
  • 23. 1A // Thinking About Stock & Flow Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL 21
  • 24. 1A // Thinking About Stock & Flow Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL 21
  • 25. 1A // Thinking About Stock & Flow The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced PROPRIETARY & CONFIDENTIAL 22
  • 26. 2 // Syndication + Distribution PAID EARNED OWNEDWHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS. PROPRIETARY & CONFIDENTIAL 23
  • 27. 2 // You might want to start withyour own digital assets Source: Nordic Marketing http://www.slideshare.net/nordicemarketing/content-seeding PROPRIETARY & CONFIDENTIAL 24
  • 28. 2 // Don’t assume you know allyour optionsUnruly Media worked with Old Spice on 7th Chamber & Lucky NY are“The Man Your Man Could Smell Like” other NY-based partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL 25
  • 29. 2 // Don’t assume you know allyour optionsUnruly Media worked with Old Spice on 7th Chamber & Lucky NY are“The Man Your Man Could Smell Like” other NY-based partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL 25
  • 30. 2 // Build in cultural relevance toleverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL 26
  • 31. 2 // Read up on how to build anintegrated strategy Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/ PROPRIETARY & CONFIDENTIAL 27
  • 32. 3 // OptimizationWHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP. PROPRIETARY & CONFIDENTIAL 28
  • 33. 3 // Set benchmarks so you knowif/when something’s performing 1 Consider average engagement on content within a specific platform. Keep these numbers up to date! 2 Ask community managers - or use a technology partner - to flag content that’s over-performing. 3 If people love your content, consider using media to leverage the initial success and get it in front of more eyeballs PROPRIETARY & CONFIDENTIAL 29
  • 34. Bringing it to life for yourbrand+ LISTEN.+ BUILD A TEAM.+ BE NIMBLE.+ MEASURE & SHOWCASE SUCCESS. PROPRIETARY & CONFIDENTIAL 30
  • 35. Use social listening to glean insights & understanding LEVERAGE Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t YOUR TEAM performing as expected?(LISTEN.) SOCIAL Consider a social listening partnership to better understand your target audience and their interests outside of your communities, LISTENING including non-direct competitors like media properties. GO BEYOND Look at what’s working outside of your community. What types of YOUR OWN content are getting shared? What topics are people choosing to weigh in on? COMMUNITY PROPRIETARY & CONFIDENTIAL 31
  • 36. Build a team and create a plan[MAKE A PLAN.] Explore a content marketing team with representation from PUT TOGETHER community managers, content strategists, copywriters, data THE ALL-STARS visualizers, editors, designers, producers, product evangelists, etc. DETERMINE When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation SCHEDULING across channels. Don’t be afraid to embrace multiple platforms – different PUT A PLAN ON platforms are better suited for different kinds of content. Build in PAPER paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people. PROPRIETARY & CONFIDENTIAL 32
  • 37. Create rules... But don’t be too afraid to break them. APPROVAL Create a simplified approval process for content that needs a(BE NIMBLE.) PROCESS quick turnaround. MAKE Be willing to make exceptions. Discuss with your core team what’s acceptable (and what’s not) before releasing content – but EXCEPTIONS don’t limit yourself too much. BUILD A Consider using paid media reactively. If content is starting to take FEEDBACK LOOP off, media can amplify reach and increase potential engagement. PROPRIETARY & CONFIDENTIAL 33
  • 38. Leverage successes to build momentum(SHOWCASE SUCCESS.) TRACK KEY Determine which metrics you’ll use before the campaign starts. Consider content type, budget associated & results in similar METRICS communities. GRADUATE Build on smaller successes and course correct if something isn’t CONTENT as well received as you originally anticipated. PROPRIETARY & CONFIDENTIAL 34
  • 39. The 4-Box CHANGE AGENT MARKETING IMPACT Digital platforms are empowering Content is a powerful way to connect consumers to create, curate and with people in the same ways they are share more content. As a result, already connecting with each other. content is becoming central to how Successful programs will create people interact online – with each cultural relevancy + open the door to other and with brands. conversations with their customers. CHALLENGES NEXT STEPS Content marketing is an evolving Develop a content strategy thatspace that is not so easily defined. It’s addresses the three key pillars:not just about creating great content – content development; architecture it’s about making sure you deliver it and optimization.in the right environments, to the right audience, at the right time. PROPRIETARY & CONFIDENTIAL 35
  • 40. Download the POV here:http://bit.ly/ContentMarketingPOV
  • 41. THANK YOU http://bit.ly/360iContentWebinarLinks@rosiesiman @360i