Building a vibrant content organization in 2014


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2014 is going to be all about content marketing. Here are some steps that you can take to reach your organizations content goals.

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  • Building a vibrant content organization in 2014

    1. 1. Building a Vibrant Content Organization in 2014 JAMSHED WADIA JANUARY 05, 2014 @JamshedWadia 1
    2. 2. Consumer consumption patterns that are changing content marketing @JamshedWadia 2
    3. 3. Consumers are far ahead in the content game … From Content Consumption to Content Creators CONTENT is aggregating around consumers not brands. Source: Witnessing papal history changes with digital age – PhotoBlog on Source: Source: @JamshedWadia 3
    4. 4. Brand‟s are still stuck at campaigns when consumers are demanding conversations .. LONG LEAD CAMPAIGNS – TVC’s etc. Resources > MID TERM CONTENT : WEB, BLOGS, EDITORIAL, RETAIL DAILY CONVERSATIONS : ALWAYS ON CONTENT : PHOTOS, IMAGES, INFOGRAPHICS, STATUS UPDATE’S Time > @JamshedWadia 4
    5. 5. Consumers have come to expect a consistent multi screen experience from the same branded content ‘ Marketers will only succeed in the multi-screen world if they create content that enables personal engagement across TVs, PCS, consoles, tablets and mobile devices. ’ Source: Cross Screen Engagement - A Microsoft Advertising Report Source : @JamshedWadia 5
    6. 6. The Era of A.D.D …. And it‟s getting increasingly difficult to get the consumers attention Average attention span in 2013 was at 8 seconds, which is worse than a Gold Fish …… Source : Source : @JamshedWadia 6
    7. 7. The Age of Collaborative Curated Consumption Collaborative curation is becoming as powerful content creation Examples: Zite, Flipboard and LinkedIn Pulse @JamshedWadia 7
    8. 8. Short Video Formats are In …. Source: Source: @JamshedWadia 8
    9. 9. There is an expectation of Real Time content from consumers Source: @JamshedWadia 9
    10. 10. How co-creation is taking crowd sourcing to a whole new level 10 Brand marketing Trends that will Dominate beyond 2013 Source: Source: @JamshedWadia 10
    11. 11. Why branded content fails or succeeds @JamshedWadia 11
    12. 12. #1. Stories that travel are usually the ones that are not about you. Make it about the consumer. Can you please stop talking about yourself? @JamshedWadia 12
    13. 13. It‟s magical when the story is much bigger than your brand ….. Source: @JamshedWadia 13
    14. 14. #2. Consumers want to be a part of the action. They no longer want to be passive participants. Seek their help in shaping your story. Crowd Sourced @JamshedWadia 14
    15. 15. 7-Eleven Slurpee Bring Your Own Cup Day For one day only customers could bring in their favorite cup and fill it up with your favorite Slurpee for only $2.90! Everything was allowed to be classified as a cup – from cowboy hats to yard glasses. Results • Half a million litres of Slurpee sold • 350 stores slurped dry • Over 100,000 ‘cups’ filled • 350 stores slurped dry • More than a thousand stories created of consumers being creative about their favorite cup. Source: @JamshedWadia 15
    16. 16. #3. Great content creators overcome the fear of failing and get out of their comfort zone. What would you try with your content marketing if you gave yourself permission to fail? Set aside at least 10% of your time to experiment. @JamshedWadia 16
    17. 17. „The Pizza Turnaround‟ Documentary Campaign Overview: Even though Domino's new pizza scored better in taste tests from the previous pizza’s they ever made, they needed to do some authentic selling. Speed and efficiency had taken the toll on the brand's reputation of taste. They couldn’t launch a great new product with a battered brand image. Solution: Was to come out clean and admit they made a bad pizza in the past. They needed to prove that they had listened to their customers and made the necessary changes. The resulting campaign yielded the largest quarterly same store sales increase in fast food history. Source: @JamshedWadia 17
    18. 18. #4. Great Content comes from organizations that don’t think in Silos. One team needs to own content Strategy. Print Television Web/ Social @JamshedWadia 18
    19. 19. Organizations need to evolve the way we think about content creation Content Framework Media Lab Personality Voice Audience Platforms Screen Web •Ideation •By language •Device type •Platform •Tagged Digital Social Publishers Distribution Localization Retail Content Objects Multiple Screens Track-able across the social graphs @JamshedWadia 19
    20. 20. #5. Creating great content is just half the battle won. Content distribution takes care of the other half. Lets now put the content in the magical Viral Machine. @JamshedWadia 20
    21. 21. Content Distribution - Integrating Paid, Earned & Owned PR as a Part of Earned More Reading: @JamshedWadia 21
    22. 22. #6 Avoid Vanity Metrics, pick the ones that really matter @JamshedWadia 22
    23. 23. Simple but meaningful measurements How many people did you Reach How many people Interacted and consumed your content What Action did people take after exposure to it What was the Economic value derived out of it, and how does it compare to other mediums or activities @JamshedWadia 23
    24. 24. Content Cheat Sheet @JamshedWadia 24
    25. 25. Content Framework Story Telling and Real Time Content Marketing - Starting Point for Content Being ‘Consumers’ and studying motivations of Sharing/ Engagement - One Definition of Brand on a page which includes – Brand Mission, Purpose, Brand Personality and Content Goals. Pillars to added to Brand framework for Social, Web, Retail, mobile etc. - Add layer of Predictive Analysis which is the science behind content creation for large Content projects. - Using Communities both owned and passion based to create crowd sourced content that inspires more audiences to become active advocates of the brand. - One of the pillars of market Sensing needs to be used to inform content decisions around trending topics, brand buzz and ascertaining the pulse of the brand advocates. - A modular and flexible approach to content creation that allows content creators to move at speed with little or no organizational resistance. Content - Central organization that orchestrates the Brand and Content Strategy and drives Synergy across the Organization organization via training and a strong roster of content. - Facilitate creation of central content management system that helps content creators to distribute their content across themes, platforms, content goals. - The central content management system needs to built with tags so that its easy to surface usage data like – frequently used content, most distributed content, most engaging content, analysis by content types and themes. Content Distribution - As a rule, no content should be created unless there is an accompanying content distribution strategy. - Rule of thumb for marketing content should be – not more than 40% of total cost to be spent on production, the rest of budget needs to be used for content placement and distribution. - Influencer Advocate program to be created to address earned element of content distribution. Content - Being very prescriptive about what success means for content, with a well defined analytic measures Measurement across platforms and content types. - All content distribution metrics should start with a reach goal then moving to consumption/ interaction of content and ending with an economic value derived from sending traffic to POS. @JamshedWadia 25
    26. 26. “Great Stories Happen to those who can tell them” ~ Ira Glass @JamshedWadia 26
    27. 27. @JamshedWadia Thank You !! @JamshedWadia 27