A Strategic Roadmap to Content Marketing SuccessPresentation Transcript
A Strategic Roadmap to Content Marketing Success!"AMA Chicago!January 31,2013!"! 1!
partner!Laura Chavoen mentor! consumer! Strategist! fan!Senior Vice President geek!Director of Digital Strategy advocate!MSLGroup, Midwest! student! 2!
Why Are We Here?!3!
What Was Linear…!Brand" Media" Audience" 4!
…Has Become Continuous! Brand" Media" Audience" 5!
Traditional marketing talks at people. ! ! Content marketing talks with them.! " - Doug Kessler!6!
Goals & Objectives Case Studies Channel Integration ! 7!
The Marketing Funnel! Awareness Considera-on Intent Purchase 8!
The Marketing Funnel Hourglass! Awareness Acquisi%on Considera-on Intent Purchase Reten%on Support Loyalty Referrals Advocacy 9! Credit: Jeremiah Owyang – Al%meter Group
The Marketing Hourglass! Awareness Considera-on Intent Purchase Support Loyalty Advocacy 10! Credit: Jeremiah Owyang – Al%meter Group
Awareness!Challenge!Create interest and desire for productsupporting a new but still growingmarketing opportunity.!!Approach!Hubspot offered branded books,articles, videos and graphics to helpbusinesses understand the value ofcontent marketing. !!Key Takeaway!Showing how content is both relevantAND necessary, they created anopportunity to provide solutionsthrough their software.!! 11!
Consideration!Challenge !Differentiate Mint.com and stay top-of-mind in a competitive landscape thatrequires a signiﬁcant amount of trustand frequent interaction.!!Approach!Mint offers news, articles, slideshows,videos, guidelines and tips. The action-oriented content encourages activityand generates business intelligence.!!Key Takeaway!By creating valuable information that iseasily accessible, Mint iterates theiruser-friendly application, rooted in thegathered data.! 12!
Intent!Challenge!Remain in the consideration set forlong-lead, competitive products.!!Approach!GMʼs community stories, events andsupport integrates products into theexperiences, creating opportunity tobuild relationships between thecompany, the dealers and theaudience.!!Key Takeaway!By creating relationships throughlocal content, Dealers gainpermission to be a part of thecommunity.! 13!
Support !Challenge!Leverage data-driven learnings to extend thereach of The Betty Crocker Kitchens acrosschannels.!!Approach!Betty Crocker created a wide variety ofcontent published on their website, email,social channels and in print, including video,how-to articles and recipes addressing keypain points. The program extended into full-year real time engagement across channels.!!Key Takeaway !The Betty911 program extends The Kitchensʼexpertise with valuable, relevant and real-timecustomer support around data-driven topics.! 14!
Loyalty!Challenge!Content structure offering valuableresources to non-members that alsorewards and encourages membership.!!Approach!AMEX Open encourages communityactivity and engagement for earnedpoints, redeemable for premium content.!!Key Takeaway!This actionable content provides richdata and opportunities for targeted,contextual content and integratedproducts and services.! 15!
Advocacy!Challenge!Extend the outdoor experienceinside and online, creating andsupporting brand champions.!!Approach!REI integrates content integratedwith relevant products, and createsand nurtures relationships byutilizing customers in content andcurating content from valuedexternal sources.!!Key Takeaway!REI provides tools and contentfor all audiences, from novice toexperienced explorers. ! 16!
Purchase!Opportunity!Leverage customer browse,purchase and review data todrive preference.!!Approach!Amazon uses our data topresent us with relevant content(and products), at the rightmoment, in the right context.!!Key Takeaway!In addition to integrating brandand customer content, theyprovide a rich, consistent andcontextual experience. ! 17!
Channel Integration! Corporate Curated Experiences Content Content Digital + Social Mobile Networks Channels Brand Content Expert Customer Content Content Print Events 18!
Process Brand Character Content Strategy, Plan Success Measures ! 19!
Customers, Competitors,Listen, Learn, Define Channels, Content & Refine Objectives Creators Execute Audit + + Engage Assess Content Creation Create Strategic + Curation Plan Develop Content Plan Content Plan Define Brand Engagement Character & Success Metrics 20!
Brand Character!Brand Promise" Brand Personality" Brand Experience" Vision/Mission! Brand Persona! Behaviors! Brand Values! The Brand WOULD Touch points! say…! Brand Value Desirability, Usability, Proposition! The Brand WOULD Utility! NOT say…!Brand Positioning Employees! Statement! Creative Guidelines! ! 21!
Content Execution Plan!Positioning: Curated Content, Not Constant Content.!! • Brand Perspectives, Resources: 4 per week! Brand, Products • Customer Thoughts: 2 per week, with variation across topics! & Services ! • In the News: 2 per week, or as relevant! " " Inﬂuencers, • Inﬂuencer POVs: 1-2 per week (with follow-up when relevant)! Advocates ! • Customer Proﬁles: 2 times per month! " Thought • Internal SMEs: 3 times per month, or as available! Leadership, • External Perspectives: 2 times per month, or as needed! Innovation ! " Frequency: 4-5 days a week! Time of Day: To be determined based on metrics and to ﬁnd the right cadence! 23!
The Leading Engagement Agency" We are Publicis ﬂagship consumer engagement agency, with integrated capabilities including public relations, public MSLGROUP is the leading affairs, ﬁnancial communications, social media, branding, advertising and digital.! communications and engagement company in Publicis Groupe - providing clients with unbound creativity and value in the always-on conversation.!! 30!