What is CONTENT MARKETING?
@FRANKDELMELLE FOR SANOMA #CMPARADE MARCH 31 2014
FASHION E-TAILER
NET-A-PORTER’S
shoppable print
glossy ‘Porter’
http://sco.lt/8L0bRp
This is
CONTENT
MARKETING
DEBENHAMS
‘Life Made Fabulous’:
a department store’s
AV / Web TV Series
http://www.odyssee.cartier.com;
http://www.youtube...
ASTELLAS’
Get BladderFIT
mobile app
This is
CONTENT
MARKETING
https://
itunes.apple.com/gb/
app/get-bladderfit/
id38768247...
This is
CONTENT
MARKETING
VOLKSWAGEN’S
‘People’s Car project’
(co-creative content)
http://www.psfk.com/
2012/05/volkswage...
This is
award-winning
CONTENT MARKETING
http://bit.ly/14BUnGH
A.S.ADVENTURE
Convergent multichannel
content marketing & CRM
You can imagine
the landscape in the
PRE CONTENT MARKETING ERA
... when ads were avoided,
distrusted, filtered, skipped,
BLOCKED, BYPASSED, BINNED
AND BANNED...
CMO’s... Well,
one should’ve feltF
SORRY FOR THEM...
... CMO’s set out on a quest
for stuff that people still did
WANT TO SEE OR READ...
... ‘stuff’ that’d meet
people’s curiosity,
THEIR HUNGER FOR
NEWS, TRENDS, THRILLS, ...
http://www.redbullcliffdiving.com/...
... ‘stuff’ that’d
meet people’s
need for
INSPIRATION
NEIMAN MARCUS
YouTube Channel
www.youtube.be/user/
NeimanMarcuscom
http://www.louisvuitton.eu/front/#/eng_E1/Collections/
Women/Books--stationery/stories/Travel-Books; http://
luxuryes.com/...
http://graphicnovel-hybrid4.peugeot.com/start.html ;
http://www.creativesandbox.com/case-study/peugeot-
the-hybrid-graphic...
LAVAZZA ‘OPERA VIVA’:
co-created, curated
& customizable calendar
http://operaviva.lavazza.com/the-project/;
http://wallbl...
‘stuff’ that’d pull them
OUT OF THEIR COUCHES
RENAULT
MyRenault.be
Content / CRM
... ‘stuff’
people’d
LIKE, SHARE,
DISCUSS, ...
DOVE Real Beauty Sketches
Activation
Content urging action
Congratulations
Rewarding content
Participation
Engaging,
co-creative
content
Inspiration...
... and the staff able to create that ‘stuff’, were
CUSTOM PUBLISHERS A.K.A. CONTENT MARKETERS
http://www.sqills.be/team
That’s how content marketing
was brought into the spotlight:
TO FIX A MARKETING PARADIGM
THAT WAS FUNDAMENTALLY BROKEN
LAMBORGHINI MAGAZINE
http://www.gokd.net/lamborghini10-612.html
CMO’S EMBRACED CONTENT
on/in their brand’s microsites,
mag...
Content turned strangers into fans
AND FANS INTO CUSTOMERS
+32%brand loyalty
77%of supermarket customers
take positive action as a result
of reading content marketing
+8%
sales54%
i...
Then these two guys
THREW THEIR BOMBSHELLS
... scattering audiences even further across...
MULTIDEVICE, OMNI-TOUCHPOINT, TRANSMEDIA
OR EVEN CHANNEL-AGNOSTIC EXPERIEN...
Some CMO’s dodged towards
SNAPPY CONTENT SNIPPETS & SNACKS*
*Puffy pins, asthmatic tweets,
ephemeral memes, viral videos
f...
Some feverishly befriended
APP DEVELOPERS, GEO-TARGETERS,
GAMIFICATION GURU’S, ...
ASOS
Fashion Up app:
“Style-heavy inspi...
http://www.odyssee.cartier.com;
http://www.youtube.com/watch?
v=yaBNjTtCxd4&feature=share&lis
t=PL400132F5A3726A87
Others ...
http://m.businesstoday.in/story/burberry-social-
media-initiative/1/191422.html
Some tried
content co-creation,
and/or cur...
Others
engaged
influencers
TO SECURE
A VOICE AMID
THE FRACAS
http://adage.com/article/digital/
bloggers-capture-venture-ca...
AKZO NOBEL
Let’s Colour magazine (print, digi & iPad)
+ urban events = branded docureality TV
Others cut their way
through...
STUMPTOWN COFFEE
Source Trip Film Series
http://stumptowncoffee.com/education/
The good news:
whatever a
CMO’s strategy,
C...
Bad news? In fact, CMO’s
have become so diligent and
content marketing so dominant
that we’re now producing...
27M PIECES ...
Algorithms are squeaking
SOCIAL STREAMS ARE SILTING...
CONTENT
CONSUMPTION
CONTENT
PRODUCTION
... inspiring pessimists
to predict “stream blindness”
or even an imminent...
See: ...
CMO’s ‘on the safe side’
return to their ‘old flame’
paid media, BUYING
SPONSORED STORIES,
BANNERS, NATIVE ADS, ...
KATE S...
More clairvoyant CMO’s
future-proof their efforts
BY INTEGRATING CONTENT
MARKETING AND CRM...
HARRODS
360° integrated cont...
... maximizing
(owned) content ROI
WITHIN ONE-TO-ONE*
CUSTOMER RELATIONSHIPS
NESPRESSO
‘Club Digizine’
(featuring exclusiv...
BIG DATA
are making content
& CRM-integration
even more rewarding
RENT THE RUNWAY
Strong data enabling
e.g. upsell strateg...
The key success metric, however,
has always been & will always be
“WANT TO SEE OR READ”
MONT BLANC
The Beauty of a Second:...
SANOMA CONTENT MARKETING
0032 (0)15 67 83 77
info@sqills.be
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What is Content Marketing?

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Content marketing in 3 acts, 27 cases, 8 sequences & 40 slides.

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  • Dag Bart at Readz. Geen idee waar je op aanstuurt, maar embedden is sowieso van harte toegelaten. Dank alvast voor de belangstelling. Groeten, Frank
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  • Hey Frank - fantastische presentatie! Mag ik je een voorstel maken om de content ook op internet beschikbaar te maken? Wou een joint project zijn - en vermits jij al de content gemaakt hebt, doen wij de 'carrier' . Hier is een voorbeeld van wat ik bedoel: http://funny-quotes-from-smmw14.readz.com/
    Laat me weten als je interesse hebt.
    All best,
    Bart
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What is Content Marketing?

  1. 1. What is CONTENT MARKETING? @FRANKDELMELLE FOR SANOMA #CMPARADE MARCH 31 2014
  2. 2. FASHION E-TAILER NET-A-PORTER’S shoppable print glossy ‘Porter’ http://sco.lt/8L0bRp This is CONTENT MARKETING
  3. 3. DEBENHAMS ‘Life Made Fabulous’: a department store’s AV / Web TV Series http://www.odyssee.cartier.com; http://www.youtube.com/watch? v=yaBNjTtCxd4&feature=share&list=P L400132F5A3726A87 This is CONTENT MARKETING
  4. 4. ASTELLAS’ Get BladderFIT mobile app This is CONTENT MARKETING https:// itunes.apple.com/gb/ app/get-bladderfit/ id387682478?mt=8
  5. 5. This is CONTENT MARKETING VOLKSWAGEN’S ‘People’s Car project’ (co-creative content) http://www.psfk.com/ 2012/05/volkswagen- hover-car.html
  6. 6. This is award-winning CONTENT MARKETING http://bit.ly/14BUnGH A.S.ADVENTURE Convergent multichannel content marketing & CRM
  7. 7. You can imagine the landscape in the PRE CONTENT MARKETING ERA
  8. 8. ... when ads were avoided, distrusted, filtered, skipped, BLOCKED, BYPASSED, BINNED AND BANNED...
  9. 9. CMO’s... Well, one should’ve feltF SORRY FOR THEM...
  10. 10. ... CMO’s set out on a quest for stuff that people still did WANT TO SEE OR READ...
  11. 11. ... ‘stuff’ that’d meet people’s curiosity, THEIR HUNGER FOR NEWS, TRENDS, THRILLS, ... http://www.redbullcliffdiving.com/en_INT/news RED BULL’S Cliff Diving Newsroom
  12. 12. ... ‘stuff’ that’d meet people’s need for INSPIRATION NEIMAN MARCUS YouTube Channel www.youtube.be/user/ NeimanMarcuscom
  13. 13. http://www.louisvuitton.eu/front/#/eng_E1/Collections/ Women/Books--stationery/stories/Travel-Books; http:// luxuryes.com/2013/05/louis-vuitton-presents-the-2013- travel-books-collection/ ... ‘stuff’ that’d make people FEEL SMART(ER) LOUIS VUITTON Travel Books
  14. 14. http://graphicnovel-hybrid4.peugeot.com/start.html ; http://www.creativesandbox.com/case-study/peugeot- the-hybrid-graphic-novel PEUGEOT’S HYBRID GRAPHIC NOVEL Gamified & converting storytelling ... ‘stuff’ that’d keep them ENTERTAINED
  15. 15. LAVAZZA ‘OPERA VIVA’: co-created, curated & customizable calendar http://operaviva.lavazza.com/the-project/; http://wallblog.co.uk/2012/12/14/the- lavazza-2013-social-calendar/ ... ‘stuff’ that people’d WANT TO BE PART OF
  16. 16. ‘stuff’ that’d pull them OUT OF THEIR COUCHES RENAULT MyRenault.be Content / CRM
  17. 17. ... ‘stuff’ people’d LIKE, SHARE, DISCUSS, ... DOVE Real Beauty Sketches
  18. 18. Activation Content urging action Congratulations Rewarding content Participation Engaging, co-creative content Inspiration Enlightening content Conversation Talk of the town, shareable content Education Useful content Aspiration Entertaining content, stories 2 3 4 7 1 5 6 The ‘stuff’ CMO’s crave(d), off course, was/is CONTENT
  19. 19. ... and the staff able to create that ‘stuff’, were CUSTOM PUBLISHERS A.K.A. CONTENT MARKETERS http://www.sqills.be/team
  20. 20. That’s how content marketing was brought into the spotlight: TO FIX A MARKETING PARADIGM THAT WAS FUNDAMENTALLY BROKEN
  21. 21. LAMBORGHINI MAGAZINE http://www.gokd.net/lamborghini10-612.html CMO’S EMBRACED CONTENT on/in their brand’s microsites, magazines, blogs, ...
  22. 22. Content turned strangers into fans AND FANS INTO CUSTOMERS
  23. 23. +32%brand loyalty 77%of supermarket customers take positive action as a result of reading content marketing +8% sales54% is inspired by magazines 61% do search before purchase 25’ reading time 90% “undivided attention” for customer magazine 100%mobile internet users consume content 55%talk about what theyread 81% iPad-users read mags on tablets 70% prefer articles rather than ads 82%like reading relevant content from brands 92% of marketers say content creation is effective for SEO 100% of what is circulating on social media is content CONTENT BROUGHT BACK THE IMPACT* CMO’s had lost for their ads *throughout the entire customer journey
  24. 24. Then these two guys THREW THEIR BOMBSHELLS
  25. 25. ... scattering audiences even further across... MULTIDEVICE, OMNI-TOUCHPOINT, TRANSMEDIA OR EVEN CHANNEL-AGNOSTIC EXPERIENCES... VIRGIN’S VirginMobileFeed http://sco.lt/5hYt6n; http://sco.lt/6fqh2f
  26. 26. Some CMO’s dodged towards SNAPPY CONTENT SNIPPETS & SNACKS* *Puffy pins, asthmatic tweets, ephemeral memes, viral videos featuring funny animals, hijacked hashtags, ... THREE MOBILE #DancePonyDance gamified viral video http://www.sqills.be/uncategorized/ music-marketer http://youtu.be/Ekr05T9Iaio http://ThePonyMixer.com
  27. 27. Some feverishly befriended APP DEVELOPERS, GEO-TARGETERS, GAMIFICATION GURU’S, ... ASOS Fashion Up app: “Style-heavy inspiration and celebrity Hotness, monthly on your iPhone and iPad” http://www.asos.com/mobile-site-promo/cat/pgehtml.aspx?cid=12137
  28. 28. http://www.odyssee.cartier.com; http://www.youtube.com/watch? v=yaBNjTtCxd4&feature=share&lis t=PL400132F5A3726A87 Others looked at Hollywood FOR EPIC BRAND STORYTELLING & ENTERTAINMENT CARTIER L’Odyssée de Cartier
  29. 29. http://m.businesstoday.in/story/burberry-social- media-initiative/1/191422.html Some tried content co-creation, and/or curation TO RESCUE SEARCH RANKINGS & REACH BURBERRY The Art of the Trench
  30. 30. Others engaged influencers TO SECURE A VOICE AMID THE FRACAS http://adage.com/article/digital/ bloggers-capture-venture-capitalist- interest/241687/ LANCÔME ‘hired’ hot shot beauty blogger Michelle Chan
  31. 31. AKZO NOBEL Let’s Colour magazine (print, digi & iPad) + urban events = branded docureality TV Others cut their way through the clutter by reinstating the ‘PR-STUNT’ TO WIN EARNED MEDIA sqills.be/cases/letscolour
  32. 32. STUMPTOWN COFFEE Source Trip Film Series http://stumptowncoffee.com/education/ The good news: whatever a CMO’s strategy, CONTENT IS KEY
  33. 33. Bad news? In fact, CMO’s have become so diligent and content marketing so dominant that we’re now producing... 27M PIECES OF CONTENT EVERY DAY (2.5 quintillion bytes of data)
  34. 34. Algorithms are squeaking SOCIAL STREAMS ARE SILTING...
  35. 35. CONTENT CONSUMPTION CONTENT PRODUCTION ... inspiring pessimists to predict “stream blindness” or even an imminent... See: MARK SCHAEFER, BUSINESSGROW.COM, JANUARY 6, 2014, http://www.businessesgrow.com/2014/01/06/content-shock/
  36. 36. CMO’s ‘on the safe side’ return to their ‘old flame’ paid media, BUYING SPONSORED STORIES, BANNERS, NATIVE ADS, ... KATE SPADE NEW YORK Shoppable Video Banner http://www.fastcocreate.com/3021852/ kate-spade-new-york-gives-the-banner- a-purpose-with-this-shoppable-video-ad TACO BELL Native advertising on/with Buzzfeed http://www.buzzfeed.com/advertise
  37. 37. More clairvoyant CMO’s future-proof their efforts BY INTEGRATING CONTENT MARKETING AND CRM... HARRODS 360° integrated content marketing & - mobile / email / social - CRM + sold space / native ad solutions http://harrods-media.com/media/#/ magazine-app/magazine-app/
  38. 38. ... maximizing (owned) content ROI WITHIN ONE-TO-ONE* CUSTOMER RELATIONSHIPS NESPRESSO ‘Club Digizine’ (featuring exclusive member content) http://www.nespresso.com/ magazine/gb/en/home.html
  39. 39. BIG DATA are making content & CRM-integration even more rewarding RENT THE RUNWAY Strong data enabling e.g. upsell strategies http://on.mash.to/15kjIvW
  40. 40. The key success metric, however, has always been & will always be “WANT TO SEE OR READ” MONT BLANC The Beauty of a Second: short-film contest (crowdsourced / curated content) http:// www.montblanconesecond.co m/#/en/; http://results.epica- awards.com/25-02527-BC.html
  41. 41. SANOMA CONTENT MARKETING 0032 (0)15 67 83 77 info@sqills.be
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