Not Sexy but it's Essential: 8 reasons to get your house in order
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Not Sexy but it's Essential: 8 reasons to get your house in order

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iCrossing UK's Head of Content, Trisha Brandon, looks at the importance of getting your house in order at this years iCrossing UK client summit 2012.

iCrossing UK's Head of Content, Trisha Brandon, looks at the importance of getting your house in order at this years iCrossing UK client summit 2012.

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Not Sexy but it's Essential: 8 reasons to get your house in order Presentation Transcript

  • 1. IT’S NOT SEXY, BUT IT’S ESSENTIAL: 6 REASONS TO GET YOUR HOUSE IN ORDER1
  • 2. OVERVIEW TRUEISMS Statements that brands actively strive for, or that our customers demand from us: > We’re all publishers now > Multichannel is where it’s at > Quality content is essential > Mobile – it’s the future (again) > Local = more relevant > We all love a great story2
  • 3. OVERVIEW TRUEISMS AND CONTENT > Do we agree? > Can a brand stay present and relevant let alone innovate? > Content is the ideal lever to help make the internal changes needed to meet the challenges set by these truisms. > I’ll address each truism and break down how you can get your house in order to help make them a reality for your brand.3
  • 4. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Context > Spawned new disciplines > Content Lab > eBooks4
  • 5. TRUEISM 1. WE’RE ALL PUBLISHERS NOW > Content Marketing Institute’s 2011 survey > 1000+ people who market using content > International, but heavily weighted to U.S.5 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research
  • 6. TRUEISM 1. WE’RE ALL PUBLISHERS NOW > Differences year on year6 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
  • 7. TRUEISM 1. WE’RE ALL PUBLISHERS NOW > Predicted spend in 20127 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
  • 8. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who don’t in three key ways:8
  • 9. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who don’t in three key ways: 1. They allocate more budget (31% of budget vs. 18%).9
  • 10. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who don’t in three key ways: 1. They allocate more budget (31% of budget vs. 18%). 2. They consider their customer’s stage in buying cycle and tailor content to suit10
  • 11. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who don’t in three key ways: 1. They allocate more budget (31% of budget vs. 18%). 2. They consider their customer’s stage in buying cycle and tailor content to suit 3. They benefit from substantially more buy in from senior members of the organisation.11
  • 12. TRUEISM 1. WE’RE ALL PUBLISHERS NOW > But does is take to produce content - really well? > Follow the process editors and content strategists have always used: Develop strategy Analyse Plan Publish Create12
  • 13. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Editorial cycle for a brand: > Requires everyone who produces content to be: – Consist – Coordinated – Strategic > It needs those focused on users’ ongoing journey too: – SEO – Customers services – Brand – PR – CRM/eCRM – Product13
  • 14. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Transparency > Transparency is increasingly expected – it’s a marker of trust. Publishers have that trust already, brands have to earn it. Solution > Be open and transparent through your content. Show personality and voice, highs and lows, failings and successes. > It’ll show you’re genuine, and in the long run, build trust14 http://www.slideshare.net/PewInternet/citizen-20-12618601
  • 15. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Solution In a nutshell…15
  • 16. TRUEISM 1. WE’RE ALL PUBLISHERS NOW Reality check > To be a publisher, act like a publisher > Strong content ownership > Organisational change > Relationship building Results > Better return on your efforts (efficiencies) > Maximum benefit from budgets > Finding new, better ways of working16
  • 17. TRUEISM 1. WE’RE ALL PUBLISHERS NOW So who does this well? > Red Bull – Bold – Confident – Creates brand associations – Addresses truisms head on17
  • 18. TRUEISM 1. WE’RE ALL PUBLISHERS NOW So who does this well? > Boden – Bold – they walk the talk – Community from scratch – Clearly value customers – Give them value in return – They’ve committed to it18
  • 19. TRUEISM 1. WE’RE ALL PUBLISHERS NOW So who does this well? > Boden – Bold – they walk the talk – Community from scratch – Clearly value customers – Give them value in return – They’ve committed to it – They have engagement19
  • 20. TRUEISM 2. MULTICHANNEL IS WHERE IT’S AT Context > If previous section focuses on the “what” and the “who”, this is the “where”. > Challenges – Who manages what? – What content are you producing and where? – Lack of internal systems that support a joined up approach > See it simply as your brand’s cost of entry into being a publisher.20
  • 21. TRUEISM 2. MULTICHANNEL IS WHERE IT’S AT…BUT… > But aligning channels can be like creating a big marble run. > You never know whether things will turn out as you anticipate21 Photo from zimpenfish
  • 22. TRUEISM 2a. MULTICHANNEL CONVERGENCE IS WHERE IT’S AT Solution > A single, robust foundation that defines how your brand thinks about its customers, messaging and content > This will pave the way for consistent brand experiences Source: Ron Rogowski’s The Unified Customer Experience Imperative, Forrester22
  • 23. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Context > Those of us passionate about content have always known that it: – Is a valuable brand asset23
  • 24. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Context > Those of us passionate about content have always known that it: – Is a valuable brand asset – Gives you permission to directly communicate with your customers24
  • 25. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Context > Those of us passionate about content have always known that it: – Is a valuable brand asset – Gives you permission to directly communicate with your customers – Unlocks access to the conversations most pertinent to your brand across digital channels (provided you put your customers first)25
  • 26. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Context > Those of us passionate about content have always known that it: – Is a valuable brand asset – Gives you permission to directly communicate with your customers – Unlocks access to the conversations most pertinent to your brand across digital channels (provided you put your customers first)26
  • 27. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL You’re Context welcome > And more recently, SEO is in on the action with Google measuring ‘quality content’ Content farms > So how do you balance quality content for a brand, for customers and for Google?27 Photo from Kevin Dooley
  • 28. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > Think, plan and invest only in content that delivers results.28 Tom Critchlow, Distilled
  • 29. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > Salon’s recessionary publishing dilemma.29 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 30. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > According to Kerry Lauerman, they changed their approach by: – Spending more time on stories that would have greater impact.30 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 31. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > According to Kerry Lauerman, they changed their approach by: – Spending more time on stories that would have greater impact. – Published less of the content you can get elsewhere.31 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 32. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > According to Kerry Lauerman, they changed their approach by: – Spending more time on stories that would have greater impact. – Published less of the content you can get elsewhere. – Tightened their content strategy: focus on originality32 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 33. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > According to Kerry Lauerman, they changed their approach by: – Spending more time on stories that would have greater impact. – Published less of the content you can get elsewhere. – Tightened their content strategy: focus on originality – Published roughly one-third fewer posts on Salon than they had the previous year.33 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 34. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > Result: – In December 2011 and January 2012, they published 33% fewer posts but saw a 40% increase in traffic year on year34 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
  • 35. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > Creating great content sometimes means simply making more of what you have. > New York Times used Tumblr35
  • 36. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > M&S Lingerie timeline 1920- present > Published on the M&S Stories website > Sharable, and embedded on third party sites36
  • 37. TRUEISM 3. QUALITY CONTENT IS ESSENTIAL Solution > In a nutshell: put your customer first, create great content that they need or want, and the rest will follow. > What’s the rest? – SEO rankings – brand awareness – trust – loyalty37
  • 38. TRUEISM 4. MOBILE – IT’S THE FUTURE Context > Many of you in this room know the context better than I do but there are a few stats that are particularly related to content. – One in 20 sales are lost (according to Internet Retailing, April 2012) – Bounce rates 10% higher (according to Internet Retailing, April 2012)38
  • 39. TRUEISM 4. MOBILE – IT’S THE FUTURE Context > The Economist’s Lean Forward 2.0 initiative39 http://www.slideshare.net/emmaturner/lean-back-media-the-shock-of-the-old
  • 40. TRUEISM 4. MOBILE – IT’S THE FUTURE Context > The Economist findings: – 49 minutes – 2 hours – browsing – reading > NPR’s COPE (create once, publish everywhere)40
  • 41. TRUEISM 4. MOBILE – IT’S THE FUTURE41 From: http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere
  • 42. TRUEISM 4. MOBILE – IT’S THE FUTURE Solution > Plan for and create content that’s platform agnostic > Publish flexibly, stay close to the data then watch and learn, as the Economist did > Turn content into data by chunking it for different purposes, giving it structure, tags and metadata > Doing this will set your content free, so it can easily travel wherever your customers want it this year, and next > Partners in responsive content design – SEO – UX and design – Technology Read more about COPE here: http://blog.programmableweb.com/2009/10/13/cope-42 create-once-publish-everywhere/
  • 43. TRUEISM 5. GROWING HUNGER FOR LOCAL INFO Context > Pew Research Center shows increase in demand43 http://www.pewinternet.org/Reports/2012/Location-based-services/Summary- of-findings.aspx
  • 44. TRUEISM 5. GROWING HUNGER FOR LOCAL INFO Solution > Test, manage and exploit every angle of local information for and about your brand, including: – Facebook Places, Foursquare and Gowalla – Yelp, Qype – Local offers, such as VoucherCloud – Ensure Google Maps displays correct and up to date information about your brand > Develop content and distribute it locally if relevant to your brand > Build and strengthen partnerships that will facilitate this44
  • 45. TRUEISM 6. WE ALL LOVE A GREAT STORY Context > “If history were taught in the form of stories, it would never be forgotten.” Rudyard Kipling > Horrible Histories > Mr Parr’s science songs45
  • 46. TRUEISM 6. WE ALL LOVE A GREAT STORY > Context Andrew Stanton, Pixar writer-director (until 2:39)46
  • 47. TRUEISM 6. WE ALL LOVE A GREAT STORY > Solution > So how can brands make people care? – Know your customers – truly – Commit to serving them – their needs and desires – Look for stories everywhere – Share them in lots of different ways – What’s the KPI for trust? • Define it • Measure it > The payoff will be huge47