• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The value of content
 

The value of content

on

  • 919 views

The value of content

The value of content

Statistics

Views

Total Views
919
Views on SlideShare
658
Embed Views
261

Actions

Likes
3
Downloads
11
Comments
0

11 Embeds 261

http://www.narominded.com 108
http://www.feedspot.com 64
http://cloud.feedly.com 43
http://feeds.feedburner.com 37
http://feedly.com 3
http://us5.campaign-archive1.com 1
http://feedproxy.google.com 1
http://reader.aol.com 1
http://www.yatedo.fr 1
http://flavors.me 1
http://fr.flavors.me 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The value of content The value of content Document Transcript

    • campaignasia.com106 campaign JULY 2013 Asurveyofclient-side marketersinAPACfinds outhowbrandsare developingtheircontent marketingstrategies. ByKateMagee No, we probably need to but it’s not in place yet 41% Does your organization have a content strategy that covers areas such as: business objectives, editorial team, content calendar, approval process, publishing strategy, effectiveness measurement? Yes 53% No, we do not plan to develop one 6% What, if any, are the barriers to your organisation adopting or making greater use of content marketing? 1st 2nd 3rd Total Not clear how it fits with overall marketing strategy yet 13% 9% 14% 36% Not sure how it will drive sales results 18% 20% 19% 57% Lack of skills or understanding to develop it 13% 17% 24% 54% Lack of people to manage it 30% 29% 21% 80% Lack of budget to implement it 23% 22% 19% 64% When you run content campaigns, which of the following objectives are you looking to achieve? 1st 2nd 3rd Total Increase social media following 7% 10% 11% 28% Increase website traffic 6% 9% 13% 28% Strengthen relationships with customers 17% 17% 20% 54% Improve brand reputation 23% 19% 12% 55% Improve customer satisfaction 4% 5% 8% 17% Generate new leads 12% 17% 14% 44% Create brand buzz 18% 14% 7% 39% Prompt sales 11% 10% 14% 36% No, we probably need to but it’s not in place yet 41% Does your organization have a content strategy that covers areas such as: business objectives, editorial team, content calendar, approval process, publishing strategy, effectiveness measurement? Yes 53% No, we do not plan to develop one 6% What, if any, are the barriers to your organisation adopting or making greater use of content marketing? 1st 2nd 3rd Total Not clear how it fits with overall marketing strategy yet 13% 9% 14% 36% Not sure how it will drive sales results 18% 20% 19% 57% Lack of skills or understanding to develop it 13% 17% 24% 54% Lack of people to manage it 30% 29% 21% 80% Lack of budget to implement it 23% 22% 19% 64% When you run content campaigns, which of the following objectives are you looking to achieve? 1st 2nd 3rd Total Increase social media following 7% 10% 11% 28% Increase website traffic 6% 9% 13% 28% Strengthen relationships with customers 17% 17% 20% 54% Improve brand reputation 23% 19% 12% 55% Improve customer satisfaction 4% 5% 8% 17% Generate new leads 12% 17% 14% 44% Create brand buzz 18% 14% 7% 39% Prompt sales 11% 10% 14% 36% No, we probably need to but it’s not in place yet 41% Does your organization have a content strategy that covers areas such as: business objectives, editorial team, content calendar, approval process, publishing strategy, effectiveness measurement? Yes 53% No, we do not plan to develop one 6% When you run content campaigns, which of the following objectives are you looking to achieve? W hat is your content marketing strategy? This is an increasingly pertinent question for brands as the explosion in owned and so- cial media channels has sparked a major shift in how companies interact with customers. A radical shift in marketing budgets is occurring as companies increase invest- ment in content to ‘feed the beast’ of these new, hun- gry, digital channels. But this brings with it certain challenges. How can a brand provide a continual supply of fresh content such as videos, images, tweets, Facebook updates, blogs, newsletters, white- papers, testimonials, case studies, mobile apps, e- magazines, podcasts, gaming, infographics and more? Which of these are the most effective at en- gaging with a target audience? And does content re- ally improve the bottom line? Ogilvy Public Relations and Campaign Asia-Pa- cific decided to find out. From 10 May to 12 June, 218 online surveys were conducted with client-side mar- keting and communications professionals from across the Asia-Pacific region. Respondents came from a range of sectors and more than 80 per cent of them were marketing managers or above. The sur- vey’s main objective was to understand the current state of content marketing in brands. The survey de- fined content marketing as the practice of creating and publishing content in any media channel. The results were fascinating. Marketers believe that content marketing will become increasingly important in the next 12 months. Just over half (53 per cent) of respondents already have a content mar- keting strategy in place, with a further 41 per cent saying they thought they probably needed to have one, but it was not in place yet. Only six per cent said they did not need one. TheValueof
    • campaignasia.com JULY 2013 campaign 107 “Proactiveengagement willpayforitselfifthe qualitylevelishigh enough” DanSloan,Nissan Which of the following platforms are you most likely to focus on for public relations driven content? Focus on now Focus on over next 12 months Focus on over next 12 - 24 months Can’t say No answer Your own website 74% 12% 6% 6% 2% Facebook 50% 17% 7% 21% 5% YouTube (or equivalent) 25% 25% 13% 29% 7% Twitter (or equivalent) 33% 18% 13% 29% 7% Photo sharing sites (e.g. Instagram, Pinterest) 18% 21% 13% 40% 8% Product review websites (e.g. Tripadvisor) 21% 18% 10% 43% 9% Total % of confidence How confident are you working with content when it comes to...? Not at all confident Somewhat confident Very confident Can’t say No answer Content strategy development 9% 56% 28% 7% 1% 83% Content creative idea generation 15% 55% 25% 5% 1% 80% Content production quality 13% 58% 25% 4% 0% 83% Publishing strategy/platforms 15% 61% 19% 5% 0% 80% Setting measurement KPIs 29% 49% 16% 6% 0% 65% Connecting content with business results 29% 47% 13% 10% 1% 60% And which of these areas do you want to understand better? 1st 2nd 3rd Total Content strategy development 24% 16% 25% 65% Content creative idea generation 12% 21% 10% 44% Content production quality 6% 6% 7% 18% Publishing strategy/platforms 10% 14% 18% 42% Setting measurement KPIs 23% 18% 20% 61% Connecting content with business results 25% 25% 20% 70% Which of the following platforms are you most likely to focus on for public relations driven content? Focus on now Focus on over next 12 months Focus on over next 12 - 24 months Can’t say No answer Your own website 74% 12% 6% 6% 2% Facebook 50% 17% 7% 21% 5% YouTube (or equivalent) 25% 25% 13% 29% 7% Twitter (or equivalent) 33% 18% 13% 29% 7% Photo sharing sites (e.g. Instagram, Pinterest) 18% 21% 13% 40% 8% Product review websites (e.g. Tripadvisor) 21% 18% 10% 43% 9% Total % of confidence How confident are you working with content when it comes to...? Not at all confident Somewhat confident Very confident Can’t say No answer Content strategy development 9% 56% 28% 7% 1% 83% Content creative idea generation 15% 55% 25% 5% 1% 80% Content production quality 13% 58% 25% 4% 0% 83% Publishing strategy/platforms 15% 61% 19% 5% 0% 80% Setting measurement KPIs 29% 49% 16% 6% 0% 65% Connecting content with business results 29% 47% 13% 10% 1% 60% And which of these areas do you want to understand better? 1st 2nd 3rd Total Content strategy development 24% 16% 25% 65% Content creative idea generation 12% 21% 10% 44% Content production quality 6% 6% 7% 18% Publishing strategy/platforms 10% 14% 18% 42% Setting measurement KPIs 23% 18% 20% 61% Connecting content with business results 25% 25% 20% 70% Which of the following platforms are you most likely to focus on for public relations driven content? Focus on now Focus on over next 12 months Focus on over next 12 - 24 months Can’t say No answer Your own website 74% 12% 6% 6% 2% Facebook 50% 17% 7% 21% 5% YouTube (or equivalent) 25% 25% 13% 29% 7% Twitter (or equivalent) 33% 18% 13% 29% 7% Photo sharing sites (e.g. Instagram, Pinterest) 18% 21% 13% 40% 8% Product review websites (e.g. Tripadvisor) 21% 18% 10% 43% 9% Total % of confidence How confident are you working with content when it comes to...? Not at all confident Somewhat confident Very confident Can’t say No answer Content strategy development 9% 56% 28% 7% 1% 83% Content creative idea generation 15% 55% 25% 5% 1% 80% Content production quality 13% 58% 25% 4% 0% 83% Publishing strategy/platforms 15% 61% 19% 5% 0% 80% Setting measurement KPIs 29% 49% 16% 6% 0% 65% Connecting content with business results 29% 47% 13% 10% 1% 60% And which of these areas do you want to understand better? 1st 2nd 3rd Total Content strategy development 24% 16% 25% 65% Content creative idea generation 12% 21% 10% 44% Content production quality 6% 6% 7% 18% Publishing strategy/platforms 10% 14% 18% 42% Setting measurement KPIs 23% 18% 20% 61% Connecting content with business results 25% 25% 20% 70% The budget allocated to content marketing is also set to increase in the coming year, as brands become more sophisticated in its use. There will also be a shift from creating content on a brand’s own sites to a greater focus on external, and more visual, social media channels. But a key barrier to the adoption of content marketing is the ability to measure its im- pact. “In this experimental phase with content for many marketers, the major challenge is assessing the effectiveness of a content strategy and how to connect it to overall business objectives,” says Mari- on McDonald, MD of strategy and measurement at Ogilvy Public Relations Here are some of the survey’s key findings: Who is using content? More than half of the survey sample (53 per cent) said they have a content strategy, and the vast ma- jority of those who did not have a strategy (41 per cent), were considering implementing one. Currently, 41 per cent of respondents allocate less than 10 per cent of their total marketing budget on content, and 37 per cent allocate 10 to 30 per cent. But this was expected to rise in the following 12 months, to 43 per cent allocating 10 to 30 per cent, and a further 20 per cent allocating up to 50 per cent. But while 40 per cent of PR budgets are spent oncontentovertraditionalPR,veryfewrespondents say they spend even 30 per cent of their overall mar- keting budget on content. Content creation tends to focus on a brand’s own website (74 per cent). Perhaps not surprisingly, this was followed by very established social media sites Facebook (50 per cent) and Twitter (33 per cent). But this was expected to change in the coming 12 months, with significant interest in more visual-fo- cused sites such as photo-sharing sites (Pinterest, Instagram) and YouTube. content
    • campaignasia.com108 campaign JULY 2013 Why are brands using content? The most important objective for a content strategy was to help improve brand reputation, followed closely by strengthening relationships with existing customers. Generating new leads and prompting sales also came high on the list. “It is clear the public relations industry is invest- ingincontentaheadofothermarketingdisciplines,” says McDonald. “However we have a disconnect be- tween reputation and relationship objectives and how we’re actually measuring content’s impact. Our commitment is to help PR clients develop content that moves from creative and popularity experi- ments to become a real, proven revenue generator.” Dan Sloan, editor in chief of Nissan’s Global Me- dia Centre, says there is an opportunity for brands that create interesting stories and content to take advantage of a reduction of resources in traditional media outlets, as well as the newer digital channels. “Brand storytelling has become a mantra for corpo- rates and creative agencies, but efforts also come at atimewhentraditionalmediahavethinnerresourc- es to report and online bloggers and pages need con- tent flow to keep them from becoming static.” How to create the right content strategy Around 65 per cent of respondents say they want to better understand how to develop an effective con- tent strategy. PR agencies were identified as among the first specialists to call when considering how to develop content, behind digital agencies and ahead of integrated agencies. Respondents said the main advantages of a public relations agency was their ability to drive brand messaging and reputation (80 per cent), their ability to create greater engagement with a target audience or stakeholders (67 per cent) and their storytelling skills (64 per cent). Dell’s regional marketing director Prashant Agarwal says: “We follow an 80-20 rule while man- aging content; 80 per cent of the content should be entertaining, education or informative, while 20 per cent is product or transaction orientated. We devel- op a variety of content, including quizzes, games, videos, whitepapers and infographics. But typically photos, videos and interactive posts enjoy the high- est engagement rate on Facebook, while content on technology and industry updates are very popular on Google+ and LinkedIn.” Sloan says the quality of content is key to success in this new form of ‘do it yourself’ journalism by brands. “Proactive engagement will pay for itself if the quality level is high enough. We have intention- ally hired former journalists, including myself, to No 52% Yes 48% Are you able to measure the effectiveness of the content you produce? How do you assess the effectiveness of the content you produce? Increased social media following 66% Increased website traffic 75% Improved brand reputation 45% Improved brand buzz 39% Improved customer satisfaction34% New leads generated 61% Increased sales 52% Other measures6% Lack appropriate tools and methodologies 68% Other 3% Lack of time 7% Lack of manpower 10% Lack of budget 13% What is the key barrier you experience when attempting to measure the impact of content? No 52% Yes 48% Are you able to measure the effectiveness of the content you produce? How do you assess the effectiveness of the content you produce? Increased social media following 66% Increased website traffic 75% Improved brand reputation 45% Improved brand buzz 39% Improved customer satisfaction34% New leads generated 61% Increased sales 52% Other measures6% Lack appropriate tools and methodologies 68% Other 3% Lack of time 7% Lack of manpower 10% Lack of budget 13% What is the key barrier you experience when attempting to measure the impact of content? No 52% Yes 48% Are you able to measure the effectiveness of the content you produce? How do you assess the effectiveness of the content you produce? Increased social media following 66% Increased website traffic 75% Improved brand reputation 45% Improved brand buzz 39% Improved customer satisfaction34% New leads generated 61% Increased sales 52% Other measures6% Lack appropriate tools and methodologies 68% Other 3% Lack of time 7% Lack of manpower 10% Lack of budget 13% What is the key barrier you experience when attempting to measure the impact of content? No, we do not plan to hire in the future 6% No, but plan to hire in the future 41% Yes 53% Have you hired staff either fully or partially dedicated to managing content? Which if any of the following would you turn to, to learn about content? Media 58% Conferences 52% Agency training 45% Industry associations 48% Colleagues/peers 44% Blogs 37% Other2% Which of the following specialists would you turn to first to develop effective content? Advertising agency 10% Public relations agency 20% Digital specialist 29% Did not answer 1% Other 7% Integrated agency 18% Direct/CRM specialist 8% Production house 7% No, we do not plan to hire in the future 6% No, but plan to hire in the future 41% Yes 53% Have you hired staff either fully or partially dedicated to managing content? Which if any of the following would you turn to, to learn about content? Media 58% Conferences 52% Agency training 45% Industry associations 48% Colleagues/peers 44% Blogs 37% Other2% Which of the following specialists would you turn to first to develop effective content? Advertising agency 10% Public relations agency 20% Digital specialist 29% Did not answer 1% Other 7% Integrated agency 18% Direct/CRM specialist 8% Production house 7% No, we do not plan to hire in the future 6% No, but plan to hire in the future 41% Yes 53% Have you hired staff either fully or partially dedicated to managing content? Which if any of the following would you turn to, to learn about content? Media 58% Conferences 52% Agency training 45% Industry associations 48% Colleagues/peers 44% Blogs 37% Other2% Which of the following specialists would you turn to first to develop effective content? Advertising agency 10% Public relations agency 20% Digital specialist 29% Did not answer 1% Other 7% Integrated agency 18% Direct/CRM specialist 8% Production house 7% Case Study KleenexCottonellePinToMakeaDifference Despite being the first toilet tissue in Australia to gain FSC (Forest Stewardship Council) accreditation, it’s sustainability status wasn’t reaching its target audiences; mums could not see a compelling reason to pay more for a boring household basic. So rather than focus on the accreditation, Ogilvy PR and Kleenex turned the story into being about making a difference in the home, creating a halo for Kleenex Cottonelle. They chose Pinterest — the top site for Australians to chat online about household goods and the nation’s fastest growing social network among women. And so, the ‘Pin to make a difference’ campaign was born. The campaign centred around a branded event in central Sydney that invited Australia’s most influential mum bloggers and media to network, pin and share their sustainability tips, and take part in Australia’s first pinning competition. Ogilvy and Kleenex created a branded Pinterest account, analysed Australia’s most influential mum bloggers, and invited them to attend. A media announcement followed, seeding anticipation and outreach, and creating a groundswell of support, with media applauding Kleenex Cottonelle for its leadership with Pinterest, and for driving an ‘Aussie first’. The event took place on 2 May 2012, with 26 influential mum bloggers and mainstream media attending. Guest speakers from Kleenex Cottonelle, the World Wildlife Fund and the FSC inspired the ‘make a difference’ conversations, reaching more than two million people and fuelling 1.2 million twitter impressions. Post-event, the momentum was maintained via micro- contests on the blogs of target mums, who cascaded the message through their networks, giving their communities a Kleenex Cottonelle ‘Make a Difference’ goody pack. As a result of the campaign, there was a more than 1,100 per cent increase of conversations in Australia about sustainability in and around the home between 4 April and 28 May. Conversations about Kimberly Clark increased by 475 per cent from three months prior.
    • campaignasia.com JULY 2013 campaign 109 try to keep the self-satisfaction to a minimum and the ‘so what’ level high.” A successful content strat- egy is not just about sending out self-promoting ma- terials. “We must be part of the news-making and sharing process. We won’t do this at the expense of our brands, but we have covered issues such as the high yen and the island dispute between China and Japan.Thesetopicsmaybetabooforsomefirms,but we’ve found that by joining the conversation and re- flecting real-world events, we have established ‘street cred’ and viewers return,” says Sloan. How to measure it The survey reveals a major gap between the use of content marketing and the ability to connect it to businessresults;57percentofmarketersreportthat an inability to connect it to business results is a bar- rier to greater use of content. Measuring content’s effectiveness is marketers’ top priority (70 per cent), but only 13 per cent claim they are “very confident” in their ability to connect content to sales results. A further 68 per cent say they lack tools and methods to link content to busi- ness results. Over half say they are unable to meas- ure effectiveness of content. Among the few who feel they can, the top two measures were web traffic and social media following, highlighting that ‘soft’ measures, not hard business results are used. “Content marketing is primarily used by APAC marketers to improve reputation and strengthen stakeholder relationships, yet these were not in the top three measured metrics, despite being cited as the major objectives,” says McDonald. Agarwal adds: “The question of business value and ROI becomes even more significant if you con- sider that only one per cent of people online are in the purchasing mode. The key is how you keep the other 99 per cent engaged. We found that customers who engage with companies over social media, spend 20 to 40 per cent more with those companies than other customers.” The search for talent Finding the right staff to produce content is another issue for marketers, with a ‘lack of people to manage content’ cited as the major barrier to greater adop- tion. A third of respondents had hired people to manage content and another third planned to hire content specialists in the next year. Nissan, for ex- ample, has around 12 editorial staff in Yokohama with experience in traditional media such as Bloomberg, CNN, Time Magazine, Reuters, the BBC and a five-person team in North America. Both Sloan and Agarwal believe companies should be using their existing staff as a content re- source, as long as they are trained properly. “The best ideas about possible content or stories usually come from inside, and making those individuals part of the process builds bridges and begets better projects ahead,” says Sloan. But this needs to be done in a controlled manner. As Agarwal points out, “Organisations typically struggle with helping employees channel their in- terest in social media into clear programmes within the company. We have tackled this head on by offer- ing extensive training; 10,000 employees go through various modules in our Social Media and Communities University to increase their under- standing of the power, guardrails, policies and capa- bilities of working with social media.” Getting approval from above is also crucial to the success of content, because interesting stories re- quire access. “Corporates, and particularly Japanese corporates, are known for not opening doors to ex- ternal media and Nissan’s Media Centre plan only works if tales can be told, requiring R&D and manu- facturing to allow filming and interviews in what are often restricted environments,” says Sloan. The future of content marketing As Ogilvy’s McDonald says, “Content has to become more visual as marketers move from reliance on their own website (which 74 per cent focus on now) to video and photo platforms like YouTube, Insta- gram and Pinterest which drew greatest interest over the next year.” This may require new skills on teams and a different approach to content creation. Greater differentiation between digital channels will also change what content needs to be produced. “Given that customers behave differently on differ- ent social media platforms, organisations are likely tomovetoacustomisedortargeted-contentstrategy for different platforms, rather than a one-size-fits- all approach,” says Agarwal. n Thinking of public relations agencies specifically, what are their main advantages in content strategy and development? Greater authenticity 28% Storytelling skills 64% Greater engagement with target audience/stakeholders 67% Ability to drive brand messaging and reputation 80% Ability to drive sales results17% Influencing stakeholders 36% Did not answer1% Where are you currently based? Australia & New Zealand4% China9% Hong Kong 34% India6% Indonesia1% Japan2% Malaysia4% Philippines2% Singapore 31% South Korea1% Taiwan1% Thailand4% Vietnam1% In which of the following industries does your company fall into? 2% 5% 18% 14% 4% 3% 2% 2% 11% 2% 11% 10% 7% 2% 7% Association /NGOs Automotive Consumer Product Finance Healthcare/Pharmaceuticals Legal Logistics/Shipping/Transport Property/Real Estate Retail/Wholesale Social/Government Technology/IT/Telecommunications Travel/Leisure/Hospitality Media/Publishing/TV Education/Training Other Where are you currently based? Australia & New Zealand4% China9% Hong Kong 34% India6% Indonesia1% Japan2% Malaysia4% Philippines2% Singapore 31% South Korea1% Taiwan1% Thailand4% Vietnam1% In which of the following industries does your company fall into? 2% 5% 18% 14% 4% 3% 2% 2% 11% 2% 11% 10% 7% 2% 7% Association /NGOs Automotive Consumer Product Finance Healthcare/Pharmaceuticals Legal Logistics/Shipping/Transport Property/Real Estate Retail/Wholesale Social/Government Technology/IT/Telecommunications Travel/Leisure/Hospitality Media/Publishing/TV Education/Training Other Less than US$100k 26% US$100k- US$1m 32% Did not answer 5% More than US$10m 11% US$5m- US$10m 6% US$1m- US$5m 20% What is the size of your marketing budget? PR content 40% Traditional PR 60% Thinking about your PR/communications budget, what percentage do you devote to: Less than 10% Allocation in next 12 months Current allocation 10% - 30% 31% - 50% 81% - 100%51% - 80% Did not answer What percentage of your marketing budget do you allocate to content? 21% 43% 20% 41% 37% 1 US$100k- US$1m 32% US$1m- US$5m 20% PR content 40% Traditional PR 60% Thinking about your PR/communications budget, what percentage do you devote to: Less than 10% Allocation in next 12 months Current allocation 10% - 30% 31% - 50% 81% - 100%51% - 80% Did not answer What percentage of your marketing budget do you allocate to content? 8%21% 43% 20% 6% 2% 6%41% 37% 13% 3% 0% US$100k- US$1m 32% US$1m- US$5m 20% PR content 40% Traditional PR 60% Thinking about your PR/communications budget, what percentage do you devote to: Less than 10% Allocation in next 12 months Current allocation 10% - 30% 31% - 50% 81% - 100%51% - 80% Did not answer What percentage of your marketing budget do you allocate to content? 8%21% 43% 20% 6% 2% 6%41% 37% 13% 3% 0% “Thepublicrelationsindustryisinvestingin contentaheadofothermarketingdisciplines” MarionMcDonald,OgilvyPublicRelations