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We've all heard the mantra "content is king." But with shoppers now encountering brands through a variety of touchpoints, it's easy for content to sprawl and become disjointed. It's common to......

We've all heard the mantra "content is king." But with shoppers now encountering brands through a variety of touchpoints, it's easy for content to sprawl and become disjointed. It's common to encounter social media posts that don't match the tone of the main Web site, or mobile messaging that fails to promote rich content on the eCommerce site. This disjointed content represents a missed opportunity for retailers to put their best brand foot forward, showcasing their products in a way that drives conversions.

We’ll discuss how to Effectively Optimize Content Strategies in order to wrangle content in the era of connected commerce

Topics Include:

How to avoid wasting resources on cool-looking but ineffective content

New pathways to purchase – how blending content and shopping gives shoppers new ways to discover products and connect with your brand

Yes, it's possible to set ROI expectations for your content! How to gauge and maintain success
Optimizing searchable content including both SEO and SEM

Creating substance for every stage of the customer lifecycle

Deploying content seamlessly across both social and mobile channels

More in: Technology , Business
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  • http://www.youtube.com/watch?v=ZN5TyS-KYao
  • Quote source (judith made up title): How To Build Your Brand With Branded Content by tracy stokes, March 21, 2013
  • http://contentmarketinginstitute.com/2012/11/brand-storytelling-content-2020-3/
  • http://contentmarketinginstitute.com/2012/11/brand-storytelling-content-2020-3/
  • What I like about this is that it works whether you are in a specialty space (easier)…but also in a broader space like Wayfair. The fact that a highly respected niche publisher has their editors curating collections, writing blogs, etc. establishes incredible authority and demonstrates to the niche visitor that Wayfair understands they have special needs and don’t want to weed through pounds of crap…
  • What I like about this is that it works whether you are in a specialty space (easier)…but also in a broader space like Wayfair. The fact that a highly respected niche publisher has their editors curating collections, writing blogs, etc. establishes incredible authority and demonstrates to the niche visitor that Wayfair understands they have special needs and don’t want to weed through pounds of crap…
  • http://contentmarketinginstitute.com/2013/04/quality-content-help-clients-create/
  • http://contentmarketinginstitute.com/2012/11/brand-storytelling-content-2020-3/
  • 17% expect a response to any social media response within 10 minutes (source: Business Insider: These Companies Are Major Brands that are the Best & Worse at Using Social Media for Customer Service 2012, June 12, 2012)

Transcript

  • 1. Optimizing ContentAcross All TouchpointsKen BurkeFounder & Executive ChairmanMarketLive
  • 2. Content Marketing Strategy…What you will learn• How to make content that looks great and actually works• Ways to use content to stimulate product discovery• The importance of breathing your brand into your content• Why consumers actually value a solid content-to-commerceconnection• Supporting the customer lifecycle with the right content• The ingredients of search friendly content• Powering social and mobile with content that hits the mark
  • 3. The Three S Model for ContentSuccess(1)…to succeed in the evolving digitallandscape, marketers must create contentthat is easy to find and consume andcompelling enough for the consumer to sharewith a larger audience…-- Patricia Travaline, Skyword“
  • 4. The Three S Content Model(1)Source: Skyword (www.skyword.com)
  • 5. Searchable Content is Mission-CriticalGuiding principle. Build search optimization intoyour writing from the start, not as an afterthoughtSource: http://www.skyword.com/content-marketing-resources/what-is-content-marketing/
  • 6. Relevant, Well Written & KeywordOptimizedSearchable content(1) Captures the consumer’s passions and pain points Is optimized with trending keywords, boosting the content’s searchrankingSEO content tactics that work(2) Be timely: Integrate brand perspective into hot-button topics Build your contributor network: Leverage influencers to strengthensearch credibility Focus on quality: Let go of SEO tricks and create content that matters(1) SmartBlog on Social Media ―Insights from the Content Marketing Summit: The Three SModel for Content Success‖ 3/29/2013(2) SmartBlog on Social Media ―Mastering the Three S Model of Content Marketing: Make itSearchable‖ 4/4/2013
  • 7. BEFOREAFTERA Content Rework Gets Searchable Right Keyword optimized butfocus is on a satisfyinguser experience Scanable, readableand visually interesting Highlights what mattersto target consumers(passion & pain points)
  • 8. Snackable Content SatisfiesGuiding principle. Create content consumers willquickly understand and enjoy so they will stay orreturnSource: SmartBlog on Social ―Media Mastering the Three S Model of Content Marketing:Make it Snackable” 4/12/2013…the always ―on-the-go‖ consumer
  • 9. Catchy, Bite-Sized Pieces of ContentSnackable content tactics that work:• Stay relevant: Understand and create content to meet specificconsumer needs. Stay on top of popular topics and producecontent to add to the conversation• Tailor to customers’ daily pain points: Identify where consumers areseeking information within your expertise and develop bite-sizecontent pieces that offer quick solutions• Produce VITAL content: Keep the content forms balanced:Video, Infographics, Text, Audio and LinksSource: SmartBlog on Social ―Media Mastering the Three S Model of Content Marketing:Make it Snackable” 4/12/2013…leave consumers hungry for more
  • 10. Understand Consumer Pain Points…and answer questions in fresh & interesting ways Highly relevant. Answers importantproduct questions Catchy. Is visually and interactivelyinteresting Bite-sized. Super easy to grasp plusefficient & easy to produce
  • 11. Sharable Content is Indispensible2.7billionLikes/comments onFacebook every day51%Number of best-in-classcompanies who usewebsite social sharingtools5.89billionHighest recordedshares received by abrand for Google’s―Project GlassannouncementGuiding principle. Create content that speaks tothe passions and interests of your communitySource: SmartBlog on Social ―Media Mastering the Three S Model of Content Marketing:Make it Shareable” 4/19/2013
  • 12. Only Meaningful Content Gets TractionSharable content tactics that work:• Know thyself: Identify what sets the brand apart from the rest of thecrowd…which means researching the competition too• Partner with influencers: Boost a brand’s social standing bystrategically engaging industry influencers. Added bonus: expertswith powerful networks to offer customers deeper insights andleverage influencers’ social following• Use the right tools: It’s important to understand the tools you canuse to optimize its shareability, such as Skyword, Sysomos, Unmetricand Simply MeasuredSource: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make itShareable” 4/19/2013
  • 13. If It’s Clear You Understand Your Customer 188,765 views, thousands ofshares, hundreds of commentsacross social channels Follow-up episodes had similarstatistics…another indicator ofrapport Generated qualified new visits:content is not really funny unlessyou’re in the target market…your content will get sharedTip: Show your insiders’ senseof humor to demonstrategenuine rapport and oftenfuel unprecedented sharingAt SmartPak wehave a saying… ―weget you because weare you…‖
  • 14. If Content is King, Context ReignsSupremeHaving great content is not sufficient.Marketers must also consider the context inwhich their perpetually connected consumerswill find and engage with that content.-- Tracy Stokes, Forrester Research“
  • 15. Mercedes Benzmakes small butsignificant deviceadjustments• Lightenedbackground color forsmall screen clarity• Feature headlinemoved outside ofimage for small-screen readability• ―Two up‖ only incarousels to keepimages recognizableon small screenBe Consistent Across Devices…but Adjust• Replace click-slidewith swipe-slide
  • 16. …And makes device specific navigation adjustments for easysmall screen accessEasy access: easy-open, easy-click, easy-close smartphone menuDropdown, hover over navigationBe Consistent Across Devices…but Adjust
  • 17. Scroll-through carousel for laptop & tabletsBe Consistent Across Devices…but AdjustArticle layouts are adjusted for frictionless device interactionVertical, ―all exposed‖ swipe for smartphones
  • 18. Be True to Yourself: Commerce inContent is a Good ThingYou sell stuff. Consumers expect you to sellstuff. A good content marketing strategyconnects the dots in ways consumersembrace with enthusiasm…and with theirwallets.-- Judith Roberts, ESTRATEGYFIRST“
  • 19. Good Content is Key in the Path-to-Purchase Map, produce and optimize content based on your customersjourney and pain points as they move through the buying cycleHome Page• Brand promise/value prop• Insight into assortment, logoshelp create immediate ―me ornot me‖ affinity• Loyalty incentives• ―How-to‖ value added contentencourages browsing…videocue increases click-thrus
  • 20. Good Content is Key in the Path-to-PurchaseProduct Directory Page • 100% on brand style• A choice of relevant videos for everytype of shopper• Solutions vs. attributes, highlighted injargon-free, accessible style
  • 21. Good Content is Key in the Path-to-PurchaseProduct Directory Page• Heritage, craftsmanship videohelps support ―investment‖decisions on more consideredpurchases• Coach integrates relevant valueadded content throughout thepath-to-purchaseVideo Plays in Modal Window
  • 22. Good Content is Key in the Path-to-PurcaseContent that narrows assortments andanswers pressing questions keeps productchoices from becoming overwhelming &lifts engagement & conversionProduct Detail Page
  • 23. Good Content is Key in the Path-to-Purchasehttp://www.brookstone.com/hdmi-pocket-projector?bkiid=featured_product_zone|hmpg|a|sub|2|801143p#pr-header-801143p Product specific videodemonstrations driveconversions, typically provide a 1.5-3x liftProduct Detail Page
  • 24. Good Content is Key in the Path-to-Purchase Video removesambiguity…especially oncomplex tasks like body orroom measurements Helps customers get thingsright when theyorder…removing frictionand mitigating cartabandons In many cases, as withsizing, getting things ―right‖means reducedreturns, frustration, etc.Opens from Link on the Product Detail Page
  • 25. Good Content is Key in the Path-to-Purchase Applies to fashionand other kinds ofproduct orderingprocesses as wellOpens from Link on the Product Detail Page
  • 26. Good Content is Key in the Path-to-Purchase• Turn live chat intobranded, personalizedconsultations withproduct experts• Provide specializedsupport when it’sneeded, where it’sneeded• BB puts the ―Chat withan Artist‖ CTA right onthe product detailpageEmail consultations are available forthe busy or more private shopperProduct Detail Page
  • 27. Good Content is Key in the Path-to-Purchase…make it easy to get personalized support• Specialized decision supporttechnology tools facilitateespecially personal andcustomized productrecommendations“Customized Consultation”Landing Page…Upload your photo now for real-timetips from a Bobbi Brown Makeup Artist….completely customized for you…
  • 28. Good Content is Key in the Path-to-Purchase…and user generated content is unbeatable Connect and leverage cross-channel conversations
  • 29. Incorporate Shopping into Value Added Content• Users and companystylists upload looks toa sociallyconnected, ―Pintereststyle‖ board…to encourage product discovery and easy browsing
  • 30. Shift from Random Acts toPurposeful Storytelling (Forrester Research)Content is the way consumers understandthe role and relevance of The Coca-ColaCompany brands.-- Jonathan Mildenhall, Coca-ColaCompany“
  • 31. Tell the Whole Product Story Put real merchandising muscle behind specific products orcategories…and make an emotional connection
  • 32. Tell the Whole Product Story…promote value added content so users know it’sthereProduct Directory Page ―Pinterest Style‖ Content Landing Page A very common mistake: Even thebest content is a waste ofresources if consumers don’t knowit’s there
  • 33. Value Added ―How-To Choose‖ Content…helps customers really understand and select wisely
  • 34. Authentic ―How-to‖ Content Builds Relationships…by showcasing your support for their lifestyle• Demonstrate authorityand keep userssharing, buying andcoming back
  • 35. Differentiate with Authentic Storytelling• Company history and heritage content lends authority, reinforcesthe brand and helps differentiate from a sea of choices
  • 36. Differentiate with Authentic Storytelling• ―How they are made (or selected)‖ and other behind the scenescontent make brands and products ―relatable‖ to target audiences
  • 37. Differentiate with Authentic Storytelling• Keep it personal for maximum impact, believability andloyalty―To disguise the juicestains on herclothing, she had asleeveless dress madefrom colorfully-printedcotton.‖
  • 38. Leverage Other Voices to IgniteConnectionsNew voices, enhanced authority, truecredibility and always fresh content…allmade possible with the addition of guestbloggers, employee posts, partner articlesand user generated content-- Ken Burke, MarketLive“
  • 39. Real Employees, Real Words, Real Emotions• Share employees’ involvement in andpassion for yourproducts, company, industry andmissionSeven for Seventh!Seven proud employees let you in onwhat makes the Personal Care line sospecial“My favorite part about ourproducts is that we don’t test onanimals……it’s why we get to display thislittle bunny……I’m thinking about getting abunny tattooed to show my lovefor Seventh Gen and bunnieseverywhere.”– Laura, Project Manager…strike a genuine chord
  • 40. User-Generated Content is a Must-Have…integrate the customer’s voice across the site andsocial media Move reviews and testimonials outside the product detail page
  • 41. User Videos and Pictures are Ultra-Powerful Solicit and present customervideo/image reviews Make video option prominentfor review contributors Encourage social sharing
  • 42. Include ―Trusted Expert‖ Reviews• Put expert opinionsfront and center Employees Bloggers &Editorial Writers Product Testers• Offer a variety ofpicks from differentexperts…honest opinions add authenticity―could benefitfrom moreSpanishactivities‖
  • 43. Partner Up for Additional Authority Wayfair’s partnerships withdifferent home lifestylepublishers hit the mark… ...transform acommoditized, frustrating, time consuming ―search-click-search-click-search‖experience…. …into a ―just for me!...that-will-be-exactly-what-I’m-looking-for‖ experience…and built-in affinity
  • 44. Curated Collections & Editorial from Partners Section includes links todifferent merchandisingcollections and advice Strongly editorial and butthoroughly shop-able A great blend of relevantcontent and commerce…reinforces authority and credibility in your category
  • 45. Stand Out: Live Digital Events with Experts Consumers are hungry for real time content about their passions Educating, inspiring or solving problems all opportunities Build trust and demonstrate authority…and consumers buy moreproducts• Good events show up in searchengine results & continue to getviews long after the livepresentation• After the live event they makegood, lasting blog content
  • 46. Stand Out: Live Digital Events with Experts• Live broadcastto introducenew items• Productdemonstrations• Specialdiscounts for liveviewers• Shop theproducts beingdemonstratedwhile watching• Live, interactiveQ&A• Many questionslive by the videohosts, balance &repeat in therunning window
  • 47. ―Bring Consumers With You‖…to insider events and product sourcing journeys• Tweet, video interviews, postphotos andupdates…fresh, interesting contentfor every social & site option
  • 48. Wrapping Up with Some Key Principles• It elevates the brand: Great content gives people a great impression ofyour company.• It increases brand awareness: SEO-friendly and social-friendly content getsseen by more people who may interested in what you sell.• It helps generate leads and referrals: With more people able to find yourcontent, and with your content designed to stimulate action, you’ll havemore opportunities to make sales.• It increases customer loyalty: When your content conveys that youunderstand your customers and appreciate their problems, you build trustand confidence.• It differentiates your business in a powerful way: Customers and prospectscontinually check you — and your competitors. People naturally gravitateto businesses that offer superior content experiences.…about the value of good marketing contentSource: Content Marketing Institute ―Quality Content‖ 4/13/2013
  • 49. Customer Service is an OftenNeglected but Powerful TouchpointWould you use the same language, toneand attitude when speaking to acustomer at the register as you do on yourwebsite?“
  • 50. Are You Listening? Social Media Brand Mentions…are a highlight reel of what your customers areexperiencingare about issues with products or servicesof the timeare Customer Service interactions complaintsof the timeare new product ideasof the timeSource: Exact Target, 3 Truths Every CMO Needs to Know About Social Media andCustomer Service
  • 51. Social Media Content is in Part about Response…and it’s critical for loyalty and retentionswitch brands following a poor customer serviceexperienceof customersof customerssaid they liked – or even loved – when a companyresponded to thembelieve that companies won’t respond to theirtweetsof customersgive companies one week to respond to aquestion, comment or concern before they stop doingbusiness with themof customersof complaints are all that are responded to bycompanies on TwitterSource: Exact Target, 3 Truths Every CMO Needs to Know About Social Media andCustomer Service
  • 52. Are You Listening? Social Media Brand Mentions…are a highlight reel of what your customers areexperiencing Sometimes the content that’sneeded is to promptly respond tosocial media comments These posts appear on the FB pageof a high end retailer… …and have no company responses Imonths to a host of ongoingnegative comments―I could not be morefrustrated anddisappointed with[retailer]. Terriblecustomer service policyfor a brand with thiskind of luxuryreputation…‖
  • 53. Take Customer Service ―Out of the Box‖…with rich, brand-friendly customer service content• Proactive customer service
  • 54. Take Customer Service ―Out of the Box‖…with rich, brand-friendly customer service content• Proactive customer service
  • 55. …with rich, brand-friendly customer service content• Put a branded voice and style forwardto really connect and build trustTake Customer Service ―Out of the Box‖
  • 56. Take Customer Service ―Out of the Box‖…with rich, brand-friendly customer service content• Put a branded voice and style forwardto really connect and build trust
  • 57. Questions?
  • 58. Thank youContact MarketLive:877-341-5729info@marketlive.com617B Second StreetPetaluma, CA 94952www.marketlive.com