Case Study: "360-degree Content Marketing – Integrating Paid, Owned, & Earned Media to Earn Consumer Trust"
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Case Study: "360-degree Content Marketing – Integrating Paid, Owned, & Earned Media to Earn Consumer Trust"

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Case Study: "360-degree Content Marketing – Integrating Paid, Owned, & Earned Media to Earn Consumer Trust" Case Study: "360-degree Content Marketing – Integrating Paid, Owned, & Earned Media to Earn Consumer Trust" Presentation Transcript

  • Confidential for internal purposes only 360o Content Marketing Integrating Paid, Owned, & Earned Media to Earn Consumer Trust
  • Confidential for internal purposes onlyCharles Schwab Content is the currency to earn investors’ trust The Challenge  Most investors are satisfied with their current firms  They are not always ‘shopping’ What we need  A new way to influence their perception of Schwab  Trigger re-evaluation Mission: To influence investors’ perception of Schwab and engage them to take action… …we will demonstrate Schwab’s expertise by… …developing and delivering useful, actionable, and thought-provoking content… …on their terms, across devices and channels they most prefer 1360 Content Marketing
  • Confidential for internal purposes onlyCharles Schwab Supporting our mission requires a multi-dimensional team that can deliver in each aspect of the marketing lifecycle Content Development Channel Experience Content Distribution New Channel Development Web Mobile Advertising + 2360 Content Marketing
  • Confidential for internal purposes onlyCharles Schwab To set the stage, we first started by analyzing a series of ‘consumer journeys’… 3360 Content Marketing
  • Confidential for internal purposes onlyCharles Schwab Etc. …and defining the distinct ‘mindsets’ around which we wanted to design our ecosystem × Segments Mindsets 4360 Content Marketing Shopping Searching Educating Planning Transacting
  • Confidential for internal purposes onlyCharles Schwab Based on this understanding we created a strategy & ecosystem to integrate owned, earned, and paid channels 5360 Content Marketing Highlights • Hub • Spokes/Satellites • Drivers • Paid • Earned • Owned • Emerging Channels
  • Confidential for internal purposes onlyCharles Schwab To operationalize this strategy, we evangelized and assembled the necessary organizational components 360 Content Marketing 6 Strategy & Governance Plan Develop Distribute Measure Executive Steering Team Integrate across Owned, Earned, and Paid Priorities, Topics, Tone Macro and Micro trends Quant/Qual Input Effectiveness of: - Strategy - Content - Creative - Channel Content Calendar Campaigns Timely vs. Evergreen Formats
  • Confidential for internal purposes onlyCharles Schwab We are building an entire discipline around Content Development  What governs the content we produce? What are we trying to achieve?  When should we do what needs to be done? (Editorial calendar and Channel programming)  How do we know our content is effective? 7 Content Principles • Transparency • Simplification • Consumer-centered • Actionable • Thought-provoking 360 Content Marketing
  • Confidential for internal purposes onlyCharles Schwab Examples 8 Investing Ideas Digital Hub 360 Content Marketing Rich Media Assets: Videos and Infographics Print Magazines
  • Confidential for internal purposes onlyCharles Schwab We are designing ‘fluid’ Experiences that can port across legacy and emerging channels 360 Content Marketing 9 Key Principles • Treat content like a ‘product’ • Optimized for value and action • Customized for the right type of action • CTAs • Content • Product/Services • Experts/People
  • Confidential for internal purposes onlyCharles Schwab Channel Experience – Web 360 Content Marketing 10
  • Confidential for internal purposes onlyCharles Schwab Channel Experience – Mobile – Native iOS app 360 Content Marketing 11
  • Confidential for internal purposes onlyCharles Schwab We are focusing heavily on Distribution to ensure that we’re in the right places at the right times 360 Content Marketing 12 Results Demand Fulfillment Demand Generation Key Principles • We need to demonstrate our expertise in the right places at the right times for consumers who may be in multiple modes or mindsets • Show is better than Tell • Core Elements • Curate and Create Content • Identify the right media channels • Establish a presence • Be relevant and contemporary Content Distribution, Advertising, and Syndication Traditional Digital Advertising
  • Confidential for internal purposes onlyCharles Schwab360 Content Marketing 13 Sample Creative Rich Media Unit Schwab Investing Ideas 9/13/2013 Schwab Investing Ideas Bet on Credit Instead of Maturity
  • Confidential for internal purposes onlyCharles Schwab360 Content Marketing 14 Sample Creative Video Unit
  • Confidential for internal purposes onlyCharles Schwab360 Content Marketing 15 Sample Creative Article Syndication
  • Confidential for internal purposes onlyCharles Schwab360 Content Marketing 16 Sample Creative Paid Social
  • Confidential for internal purposes onlyCharles Schwab Using a data-driven approach, we have started optimizing our distribution efforts across content, creative, and placement 360 Content Marketing 17 Optimize Content Type Creative Placement CTAs Content Titles Content Format Highlights • Phased approach • A/B Testing • Calls-to-Action
  • Confidential for internal purposes onlyCharles Schwab360 Content Marketing 18 This approach has paid off by increasing performance while lowering the effective cost per interaction Highlights • Interaction rate increased by orders of magnitude with CPI dropping dramatically • Channel driving both – brand interaction as well as acquisition Campaigns over time Interaction Rate Cost per Interaction
  • Confidential for internal purposes onlyCharles Schwab Results! 19 x MM y MM In 6 months, we increased engagement with our branded content BEFORE Jan – Jun 2013 Breakdown of Interaction by Tactics Interactions by type of tactic: Rich- media, Content Syndication, Video, Content Aggregators We are expanding the reach of Schwab’s experts through content distribution. • With a fraction of traditional tactic spend, we increase awareness AND branded content engagement by an order of magnitude • A significant majority of the audience traffic is from prospects MM incremental content interactions across owned, paid, earned media channels AFTER 360 Content Marketing
  • Questions? 20360 Content Marketing