Building A Winning Content Strategy
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Building A Winning Content Strategy

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TapInfluence and guest Ryan Skinner of Forrester Research, Inc. discuss reasons why only one in three marketers say they are effective at content marketing, how to avoid their mistakes, and steps to ...

TapInfluence and guest Ryan Skinner of Forrester Research, Inc. discuss reasons why only one in three marketers say they are effective at content marketing, how to avoid their mistakes, and steps to start building a blueprint for your content marketing strategy.

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  • Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the grayingboomer generations).
  • Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the graying boomer generations).
  • Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the grayingboomer generations).
  • Note the simultaneous rise of smartphones (now at 50% penetration among US online adults) and the steady drop in linear TV viewing (now only 34% of US online adults primarily view TV that way, and a preponderance of those are in the grayingboomer generations).
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • Use some of the quotes from the report
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • Kraft made a taxonomy of thousands of tags to organize its content, researchedgoogle search volumes to identify new opportunities and managed data around their content to deliver more efficiently over time
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • The previous slides answered “what you do”. Now we talk about “where and how you practice it.”
  • The previous slides answered “what you do”. Now we talk about “where and how you practice it.”
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • The previous slides answered “what you do”. Now we talk about “where and how you practice it.”
  • B2B rose from 91% the previous year, and B2C from 86%.But the content marketing institute has a very wide definition (it’s in their interest to be wide). So respondents are inclined to say they do it.
  • The previous slides answered “what you do”. Now we talk about “where and how you practice it.”
  • MentionReevoo and BazaarVoice

Building A Winning Content Strategy Building A Winning Content Strategy Presentation Transcript

  • Webinar Building A Winning Content Marketing Strategy Ryan Skinner, Senior Analyst May 13, 2014
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 2 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 3 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Customers Are Active Media Players Perpetually connected Feeding back Searching Sharing
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 5 So Customer-Centric Businesses Win
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Customers Are Less Open To Ads THEY PREFER TO FIND CONTENT THEMSELVES, FROM RELIABLE SOURCES For all the advances of online targeting, we still think we can find information better ourselves
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Customers Control The Purchase Path USE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER Source: Google ZMOT study with Shopper Science 10.4 Sources in anaverage purchase path
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 8 And Media Is Steadily Fragmenting Only 34% of all US online adults primarily watch linear TV 73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 9 More Content Consumed On Mobile YouTube sees 40% of its traffic from mobile today (and most businesses are starting to see the same) ALWAYS ADDRESSABLE CUSTOMERS DO IT ALL FROM THE PHONE
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 10 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 11 Here’s How We Define Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 12 Here’s How We Define Content Marketing Delivers an intrinsic benefit to an audience A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value. Centred on the customer and his or her situation Something immediate AND enduring
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 13 Why Is Content Marketing The Response 1. Pulls consumers closer to the brand’s messages 2. Amplifies reach by producing content customers share 3. Influences customers and creates relationships early in the purchase journey 4. Drives measurable business outcomes throughout the entire customer lifecycle
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Pulls Customers Closer To Brand OFFERING VALUABLE CONTENT EARNS ATTENTION Source: “Build Your Content Brand By Delivering Customer Value” March 2014
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 15 Red Bull Media House: 1m followers on twitter; 3m subscribers on YouTube; 9m subscribers to print magazine
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 16 Fire Up Customers, Fans & Advocates 30% OF US SHARE CONTENT FROM BRANDS ON SOCIAL AT LEAST MONTHLY By sharing content designed to inspire fans, Dr. Pepper increased fan engagement 46% from 2012 to 2013 (and active fans buy more Dr. Pepper, according to a Datalogix study.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 17 Form Customers Early And Often SHAPE ATTITUDES WHEN CUSTOMERS DISCOVER VALUABLE CONTENT Google documented the new way that customers research products (and opportunities to guide them), then applied that to how it guides Google customers
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 18 Build Towards Business Outcomes TURN RELATIONSHIPS WITH CONTENT INTO RELATIONSHIPS WITH PRODUCTS Intel tracks “Purchase Intent Rate” to tie content to a proxy for commercial value
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 20 Most Efforts Aren’t Delivering ONLY ONE IN THREE SAY THEIR CONTENT MARKETING IS EFFECTIVE 1. Create content that gives little value 2. Efforts suffer from low visibility among customers 3. Creation & distribution more expensive than planned 4. Content efforts don’t link to business outcomes
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 21 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 22 Adopt the Content Brand Value Chain CHANGE YOUR MECHANISMS TO CHANGE YOUR BEHAVIOR Content creation Audience building Relationship management Value optimization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 23 Create Content That Is Valuable WRITE, CURATE, CROWDSOURCE OR COLLECT Content creation Audience building Relationship management Value optimization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 24 Earn Goodwill By Meeting A Need CUSTOMERS WILL SEEK OUT AND SHARE CONTENT WITH VISIBLE VALUE Interviews Listening Data Expertise Values Assets Customers Brand POV
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 25 Content: Think Ecosystem CONSIDER CREATION, CURATION, CROWDSOURCING AND COLLECTIONS Credibility Cost + + _ _ UGC SEO Bloggers Influencers R&D Archived Agencies Employees Industry news
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 26 New Content Process Tools Help INTRODUCING THE CONTENT PLANNING AND WORKFLOW LAYER • Gather ideas • Source content • Commission stories • Manage production • Approvals • Publication • Promotion • Measurement
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 27 Build Quality & Quantity Of Audience APPLY AUDIENCE THINKING TO STORY, TO OPT-IN AND TO DATA Content creation Audience building Relationship management Value optimization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 28 Build Specific Audiences By Contexts CAPTURE INTEREST ON SPECIFIC PASSIONS AND SHARED INTEREST AREAS “Our brand is wide. For content marketing, we need to narrow down who we speak to. Take new mothers as one example: They focus on nutrition and health. We perform better if we produce content that speaks to them and their interests specifically.” -- Vadan Less, Whole Foods
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 29 Serve Audiences Targeted Content BASED ON PRIORITIES, PREFERENCES, ACTIONS AND PERSONAL IDENTITY Content creation Audience building Relationship management Value optimization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 30 Tune Content Against Behavior DELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS Content/Audience Tuning Topic Content Category Content Product Content
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 31 Apply Data To The Path To Purchase TUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 32 Track Content, Audience & Business Value Content creation Audience building Relationship management Value optimization
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 33 Optimize Value On Strategy & Return MEASURE CUSTOMER ACQUISITION AND SALES, BUT ALSO BRAND ATTITUDES “[With this effort] we saw a 200% uplift in the likelihood to consider our brand.” – Doug Vosik, Director, Brand Strategy & Marketing Communications, Virgin Mobile USA
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 34 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 35 Drive Relevancy With Marketing RaDaR BUILD RELATIONSHIPS ACROSS THE CUSTOMER LIFECYCLE WITH CONTENT ENGAGE ASK USE BUY EXPLORE DISCOVER RELATIONSHIP REACH DEPTH
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 36 Use Reach Channels To Evangelize FOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION ENGAGE ASK USE BUY EXPLORE DISCOVER RELATIONSHIP REACH DEPTH
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 37 Zoetis Leveraged Influencers For Reach ENTICE AUDIENCES TO YOUR STORY THROUGH PAID, SOCIAL AND SEARCH To gain brand awareness after a rebrand, Pfizer Animal Health (now Zeotis) sponsored a partner with strong audience reach, and leveraged the platform to tell its story.
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 38 Use Depth Channels To Inform & Advise HOW DO YOUR WEBSITE, EMAILS AND COMMUNITIES EDUCATE CUSTOMERS? ENGAGE ASK USE BUY EXPLORE DISCOVER RELATIONSHIP REACH DEPTH
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 39 Lowe’s Guides Buyers On-Site DIY CUSTOMERS LOVE INSTRUCTIONAL VIDEOS, TIPS AND IDEAS Lowe’s provides helpful content in the context of the customer’s own specific mission
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 40 Use Relationship Channels To Engage GIVE CUSTOMERS AND ADVOCATES REASONS TO RETURN AND SHARE ENGAGE ASK USE BUY EXPLORE DISCOVER RELATIONSHIP REACH DEPTH
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 41 Keep Customers Involved KEEP THEM INFORMED FIRST, BUT ALSO PART OF THE STORY Sephora helps its own members share content, products and ideas to drive new discovery and purchases
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 42 Agenda › Consumers Disrupt Marketing › Content Marketing As Response › Random Acts Of Content Marketing › The Content Brand Value Chain › Content And Customer Life Cycle › Recommendations
  • © 2013 Forrester Research, Inc. Reproduction Prohibited 43 Start building your content brand now › Audit your organization, your content, your tools and your metrics › Take an “outside-in” approach to assessing the value of your content › Begin work on your content brand at the point of transaction › Develop strong internal analytics capabilities › Embrace experimentation
  • Thank you Ryan Skinner +44 (0)20.7323.7717 rskinner@forrester.com Twitter: @rskin11
  • YOU ARE COMPETING FOR ATTENTION AGAINST EVERYTHING
  • HOW DO YOU SUCCEED AGAINST AN INVITATION AVALANCHE?
  • DON’T JUST CREATE CONTENT - CREATE CONTENT THAT MATTERS
  • CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
  • QUESTIONS? Ryan Skinner @srkin11 Holly Hamann @HollyHamann