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Content Marketing: Leveraging print, web and mobile to build brand affinity 
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Details the anatomy of a successful content marketing strategy and provides a case study example of a Fortune 100 financial institution. ...

Details the anatomy of a successful content marketing strategy and provides a case study example of a Fortune 100 financial institution.

This was presented during the Online Marketing Summit in May 2010.

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  • Additional:Intended to clearly communicate value and establish Aon as experts.Provide the sales team with a tool for establishing ongoing communication with prospects.Provide the account team with a tool for continued value-added engagement.
  • The Rise of the Digital C-Suite: How Executives Locate and Filter Business Information. Forbes Insight, 2009.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.
  • The message and platform are evolving.Executives are using the internet (and specifically search) to find information.More and more they’re using mobile to triage/filter content.

Content Marketing: Leveraging print, web and mobile to build brand affinity  Presentation Transcript

  • 1. Online Marketing SummitPhoenix, AZ | May 20, 2010 Content Marketing Leveraging print, web and mobile to build brand affinity James Windrow Director of Interactive Marketing McMurry 1
  • 2. McMurry Overview• One of the largest independent marketing communications companies in the U.S.• Top 6 global content market company• Full service video production Clients: HP, Canon, Disney, IBM, Mercedes Benz, Nissan, Samsung• Full service digital agency• Full service Ad & PR agency• Center for Professional Excellence
  • 3. 4/9/2012 3
  • 4. Agenda20-25 minute presentation • Content marketing best practices • Aon case studyPanel Q/A • Best practices • Crafting the most effective message • Challenges • Ubiquitous versus custom content • Measuring ROI • Reducing costs 4
  • 5. Photos Live Video Podcasts Website Publication Wikis Mobile Content Strategy Blogs Forums Client RSS GoalsSocial Media Content Strategy Mobile Aps Books Video Events Microsites Video on Demand Music
  • 6. Anatomy of a Successful Content Marketing Strategy 1. Define (Research) 2. Design (Strategy) 3. Develop (Content) 4. Deploy (Platform) 4/9/2012 6
  • 7. Anatomy of a Successful Content Marketing StrategyDefine (Research):1. Client Objectives2. Target Audience – Preferences, Motivations, etc3. Key Performance Indicators4. Success/FailureKey Questions:How do C-Suite Executives gathering/consuming information?What information is most useful?What motivates them to ask for more information?How do we determine success? 4/9/2012 7
  • 8. Anatomy of a Successful Content Marketing StrategyDesign (Strategy):1. The message (tone, sophistication, entertaining/educational)2. The visuals (brand consistent, appeals to target audience)Key Questions:How much industry jargon is appropriate?How technical should the content be?Is this a hard sell or a soft sell?How will the market evolve?How does the content marketing strategy evolve? 4/9/2012 8
  • 9. Anatomy of a Successful Content Marketing StrategyDevelop (Content):1. Articles2. Video3. Whitepapers4. Webinars5. User GeneratedKey questions:What client resources are available?Based on preferences, which format should we focus on first?Do we leverage lifecycle marketing to increase exposure? 4/9/2012 9
  • 10. Anatomy of a Successful Content Marketing StrategyDeploy (Platform):1. Web2. Print3. Mobile4. SocialKey Questions:Is the platform flexible?Are you cross promoting?What are the adoption rates?Are we achieving our goals (KPIs)? 4/9/2012 10
  • 11. Aon Corporation is the leading globalprovider of risk managementservices, insuranceand reinsurance brokerage, and humancapital consulting.37,000 Employees500 Offices120 Countries2009 Revenue: $7.5BPrimary growth through acquisition.450 acquisitions in ~20 years. 4/9/2012 11
  • 12. Target MarketCorporate executives from the world’slargest companies. Including CIO, CFO,COO, Executive Director and manyothers. 4/9/2012 12
  • 13. Aon’s Challenge:1. Establish themselves as a thought- leader and expert in each industry served.2. Leverage this new position to build relationships and create brand affinity.3. Support renewed corporate initiatives to ensure a consistent message and visual brand. (120 countries, 450 acquisitions) 4/9/2012 13
  • 14. SolutionA high-quality custom publication.1. Focus on providing very specific and highly targeted articles, case studies, research and trends.2. Tone is professional, technical, and written to engage highly educated market.3. Intended to clearly communicate value and establish Aon as experts.4. Provide the sales team with a tool for establishing ongoing communication with prospects.5. Provide the account team with a tool for continued value-added engagement. 4/9/2012 14
  • 15. • Circulation: 11,000• Client since Jan. 2007• Bi-Annual Publication 4/9/2012 15
  • 16. Extending the RelationshipThe best content marketing strategies evolve as the marketevolves.Focus on the relationship you want to build, not on thetools. – Forrester 4/9/2012 16
  • 17. Define (Research) Personally gather information 79% for decision making Access the Internet daily for 81% business intelligence Use print or digital publications 77% for business intelligence Start w/ search engines for 66% business intelligence 4/9/2012 17
  • 18. Define (Research) Find the Internet to be a 93% valuable source of information Find print magazines to be a 53% valuable source of information Emerging C-Suite Trends Watch video to gather business 33% intelligence. Use a Web-enabled mobile 31% device to search for or read content related to work. 4/9/2012 18
  • 19. Define (Research) Want more insight into their 53% competitors Want more insight into 41% customer trends Want more insight into 38% technology trends 4/9/2012 19
  • 20. GoalsImprove engagement as measured by:1. Global adoption rate2. Total unique visitors3. Pageviews4. Time on site5. Mobile app adoption6. Ability to extend reach through search 4/9/2012 20
  • 21. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile) 4/9/2012 21
  • 22. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile)2. Create additional content and update the website monthly instead of bi-annually 4/9/2012 22
  • 23. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile)2. Create additional content and update the website monthly instead of bi-annually3. Develop email outreach program to tease new content 4/9/2012 23
  • 24. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile)2. Create additional content and update the website monthly instead of bi-annually3. Develop email outreach program to tease new content4. Use multimedia and interactive tools to further engage and provide valuable insights 4/9/2012 24
  • 25. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile)2. Create additional content and update the website monthly instead of bi-annually3. Develop email outreach program to tease new content4. Use multimedia and interactive tools to further engage and provide valuable insights5. Stronger calls to action, including use of whitepapers, to drive potential new leads to sales team 4/9/2012 25
  • 26. Design (Strategy)Based on 2009/2010 research of C-Suite executives:1. Augment the print publication w/ a digital platform (web, mobile)2. Create additional content and update the website monthly instead of bi-annually3. Develop email outreach program to tease new content4. Use multimedia and interactive tools to further engage and provide valuable insights5. Stronger calls to action, including use of whitepapers, to drive potential new leads to sales team6. Larger audience (lower cost/reader) 4/9/2012 26
  • 27. one.aon.com 4/9/2012 27
  • 28. one.aon.com 4/9/2012 28
  • 29. one.aon.com 4/9/2012 29
  • 30. ResultsIn the 45 days since launch…• More than 2,150 unique visitors• 6.6 pageviews per session• 8:49 average time on site• 46% of visitors are from search engine using highly relevant keywords (risk management, risk management strategy, crisis management insurance, etc)• 18% adoption rate of mobile app• Strong website adoption in the UK, Australia, Netherlands, India, Hong Kong and Germany. 4/9/2012 32
  • 31. Multi-Platform Content Challenges 33
  • 32. Multi-Platform Content Challenges 34
  • 33. Multi-Platform Content Challenges 35
  • 34. 4/9/2012 36
  • 35. Thank You Visitwww.onlinemarketingsummit.com for more information Follow us @OMSummit 37