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Content's Role in Retail

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Learn the importance of content marketing in an ecommerce retailer's search strategy along with best practices and activities to prioritize. As presented at PM Digital's 2013 Retail Forum in …

Learn the importance of content marketing in an ecommerce retailer's search strategy along with best practices and activities to prioritize. As presented at PM Digital's 2013 Retail Forum in Minneapolis, MN on 07/25/2013.

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  • 1. CONTENT’S ROLE IN RETAIL PRESENTED BY: CLAY CAZIER JULY 25, 2013 Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 1
  • 2. AGENDA  Intro  What is Content Marketing?  Content Marketing Best Practices  Content Marketing in Action  Outro Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 2
  • 3. WHAT IS CONTENT MARKETING? Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 3
  • 4. DEFINITIONS “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” - Content Marketing Institute  Keywords should no longer be the primary focus of eCommerce sites – audiences are the focus, with content and keywords naturally following  “Content” includes: – – – – – – – – – – Copy on retail landing pages (like categories & sub-categories) Unique product copy, rating & review information Targeted blog posts & articles (living both on & off retailers’ sites) Media (photos & videos living both on & off retailers’ sites) Infographics & whitepapers Social media posts Mobile apps Email newsletters Hosted events Local profiles Eighty-six percent of B2C marketers are using content marketing… on average, B2C marketers use 12 tactics to achieve their content goals. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 4
  • 5. SURVEY INFORMATION Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 5
  • 6. BEST PRACTICES Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 6
  • 7. CONTENT STRATEGY, DEVELOPMENT & MARKETING  The goal: understand and engage target audiences to produce a desired outcome. Audience Analysis Report & Analyze Linguistic Analysis Typical Goals: • awareness • leads • sales • retention  Engaging target audiences is achieved through content – text articles, images, video and other forms of media.  With goals in hand, a Content Strategy is typically composed of three parts: Content Development Audience (Persona) Analysis Linguistic (Keyword) Analysis 3. Content Plan 1. 2. Content Marketing Content Calendar / Plan Followed by: 1. 2. Content Marketing / Distribution 3. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. Content Development Reporting 7
  • 8. CONTENT STRATEGY – AUDIENCE (PERSONA) ANALYSIS  The goal: identify themes important to a retailer’s most valuable consumers and use that information to direct the focus & language within a content calendar.  Answer questions like: • Who is my most valuable customer? • What are their interests and preferences? • What are their common needs, problems and questions? • What channels convert them? • Where do they go while on my site? • What are their triggers to buy?  Best ways to start defining audiences: • Existing housefile, sales & analytics data – Data enhancement services may be necessary • Customer (and missed-customer) interviews • Census.gov, BLS.gov & PewSocialTrends.org Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 8
  • 9. CONTENT STRATEGY – LINGUISTIC (KEYWORD) ANALYSIS Linguistic Analysis is a research study of the language used by target audiences.  The goal: with audience information in hand, keyword research can direct the language to use in communications.  Google Adwords is a good start but try: • www.google.com/trends/ • www.facebook.com/advertising/ • www.twitter.com/search/  Don’t stop with research – map top phrases to their place in the buying cycle, your site’s current content, organic rankings (or lack thereof). • Example: you may have educational, “how do I” content, traffic and rankings but may find your content focused on differentiation (deep-funnel) falls short.  This will help create buy-in by mapping spend to potential impact. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 9
  • 10. CONTENT STRATEGY – CONTENT CALENDAR & PLAN  The goal: with audience analysis and linguistic data in hand, retailer’s marketing, PR and/or creative teams can produce content that fills targeting gaps.  A content calendar is crucial in achieving your goals. It will help ensure: • your team is on track & accountable • your messaging is consistent • your messaging is relevant Holiday/Event Week of May 21 Sunday, May 19, 2013 Monday, May 20, 2013 Tuesday, May 21, 2013 Wednesday, May 22, 2013 Thursday, May 23, 2013 Friday, May 24, 2013 Saturday, May 25, 2013 Week of May 28 Sunday, May 26, 2013 Monday, May 27, 2013 Tuesday, May 28, 2013 Wednesday, May 29, 2013 Thursday, May 30, 2013 Friday, May 31, 2013 Saturday, June 01, 2013 Week of June 4 Sunday, June 02, 2013 Monday, June 03, 2013 Tuesday, June 04, 2013 Wednesday, June 05, 2013 Thursday, June 06, 2013 Friday, June 07, 2013 Target Audience Channel Content Type Discount Shipping Starts Edward & Ingrid Adam Affluent Website Edward Empty Nester Twitter Contest Most kids out of school Ingrid the Influencer Offline Event Product X Launching All Website + Social Article D Day, WWII Edward Empty Nester Blog Metric Whitepaper Memorial Day Desired Action Website + Social Promo Victoria Day (Canada) Content Idea Photo Essay  Place dates vertically - on the Y axis. Highlight holidays or event dates relevant to your audiences as “must market”.  Label the X axis so you can record the target audience, channel, content type, content idea, desired action and measurement for your content.  Use sub-sheets to document specifics behind each piece of content, like the author, target keywords and call to action. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 10
  • 11. CONTENT DEVELOPMENT – BEST PRACTICES 1. Less is more - aka quality over quantity 2. Listen to consumer conversations before and after your content is developed and distributed 3. Be personable and authentic, not a corporate talking head 4. Content conveying exclusivity or behind-the-scenes information is quite engaging: • Interviewing internal specialists is a good place to start – those in R&D, product development/selection, sales & analytics. If you go to marketing or PR teams, ask for case studies or testimonials. • Internal specialists can: – identify common questions/problems your consumers are trying to solve – call your attention to photo or video documentation opportunities – be the subject of an interview – lead an online Q&A effort – point you to a friendly third party for their take on your products/services – add commentary to content already distributed – add a local perspective • Create this “special” content while the primary content is being produced Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 11
  • 12. CONTENT DEVELOPMENT – BEST PRACTICES 5. Use your content calendar but be ready to capitalize on trends (aka borrow relevance) 6. Play to your strengths – this must be considered in addition to what your audience likes (eg it’s hard to just be a dynamic video blogger) 7. Creating new content internally isn’t always necessary: • Consider re-purposing content of one media type/channel into another – Slideshare is great for sharing many otherwise “internal” documents or converting text content into presentations. – Email newsletters are a great place to re-purpose text or image content • Crowdsource content 8. Know what “success” is – establish goals to be tracked and measured before you publish. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 12
  • 13. MEASURING SUCCESS – AWARENESS & CONSUMPTION METRICS  How have your audiences found & consumed your content? – Organic (SEO) rankings – SEM impressions, click through rate & quality score – Unique visits (aka traffic) – Page views per visitor – Bounce rate / average time on page – Inbound link quantity & quality – Video views / duration – Social shares (LinkedIn, Google+, Facebook, Twitter, Pinterest, etc.) – Social fans & followers – Social mentions & comments – Unlikes & unfollows Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 13
  • 14. MEASURING SUCCESS – CONVERSION & ROI METRICS  Is the investment in content marketing justified? – Revenue generated – Increased leads (from online forms & trackable phone numbers) – Increased form submissions (subscriptions, registrations & requests = database growth) – Improved conversion rate – Increased average order value – Increased download count – Growth of RSS (blog) subscribers – Increased email open & click-through rates  The best way to measure success will be to use site analytics (e.g. Omniture, GA, Coremetrics)  Social and awareness data can be manually tracked or measured through tools like SimplyMeasured.com, Spredfast.com or MOZ.com Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 14
  • 15. CONTENT MARKETING IN ACTION Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 15
  • 16. IMPROVING NON-BRAND ORGANIC – CASE STUDY CHALLENGE: • • • • Gain SEO visibility and introduce the xxx “USA” brand to the US market Establish US relevancy for the US site (www.xxxusa.com) rather than the UK site (www.xxx.com). Previously, the UK site owned all SEO visibility for the brand in the US Capture non-brand visibility and gain competitive share of voice (rankings and traffic) in the US market Increase SEO traffic and sales in the US market RESULTS: Technical optimization performed during the initial strategy shifted the brand relevancy from the UK site to the US site within the first 6 months of execution. • 82% YOY growth in organic non brand search traffic • 99% YOY growth in organic non brand search revenue SOLUTION: • • • • Resolved SEO challenges with extensive technical solutions (ex. removing duplicate content and implementing technical tagging to establish the US site as authoritative for the brand in the US). Conducted research study of the US women’s shoe market resulting in a change to the nomenclature of the site taxonomy and site content (changed from British English to American English). Authored and integrated content targeting the USbased consumers. Researched and secured links from high quality, relevant sites to create new connections to the US site (off-site authority building). Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 16
  • 17. IMPROVING NON-BRAND ORGANIC – CASE STUDY CHALLENGE: • • • • Gain SEO visibility and introduce the xxx “USA” brand to the US Establish relevancy of the US site (www.xxx.com) vs. the UK site (www.xxx.co.uk) in the United States. Previously, the UK site owned all SEO visibility for the brand in the US Capture non-brand visibility and gain competitive share of voice (rankings and traffic) in the US market Increase SEO traffic and sales in the US market RESULTS: Technical optimization performed during the initial strategy shifted the brand relevancy from the UK site to the US site within the first 90 days of execution. • 335% YOY growth in organic search traffic • 128% YOY growth in organic search revenue • Grown from zero page-one rankings to the 6th largest share of voice of page-one rankings in 12 months. SOLUTION: • • • Resolved SEO challenges with extensive technical solutions (ex. removing duplicate content and implementing technical tagging to establish the US site as the authoritative site for the brand in the US). Conducted research study of US plus size consumer behavior resulting in a change to the nomenclature of the site taxonomy and site content (changed from British English to American English). Researched and secured links from high quality, relevant sites to create new connections to the US site (off-site authority building). Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 17
  • 18. GUEST BLOGGING – CASE STUDY The PM Digital team’s guest blogging activity for this leading retailer greatly improved keyword rankings in Google. Results Keyword Keyword #1 Keyword #2 Keyword #3 Keyword #4 Keyword #5 Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. Google Rank Position Change From 10/1 /12 – 4/1/13 +68 +3 +9 +2 +6 18
  • 19. CONNECTING TO AUDIENCES WITH ON-PAGE VIDEO CONTENT Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 19
  • 20. USING CONTENT TO CONNECT WITH A “DEEP” B2B AUDIENCE Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 20
  • 21. CONNNECTING WITH TWO AUDIENCES USING TWO APPROACHES Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 21
  • 22. CONNECTING AUDIENCES TO TRADITIONALLY DRY SUBJECT MATTER Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 22
  • 23. CONTENT MARKETING VIA SOCIAL MEDIA – CASE STUDY Webpage To Drive Facebook Traffic Content Rich, Engaging Facebook Page Scholastic engaged the team to create an integrated initiative to connect and build a community of teens:  Developed “This Is Teen” Facebook page, and web page to drive traffic  Conceptualized Facebookonly contests, polls, author chats, and other fan engagement methods  Developed Facebook tie-ins with author and book events  Implemented a geo-location game  Developed Book Recommendation Engine Results  Lifetime Likes: 1591% increase in 4 months  Post Views: 674% increase in 4 months  Post Views: 427% increase in 4 months Book Recommendation Engine Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 23
  • 24. CONTENT MARKETING VIA SOCIAL APP – CASE STUDY Macmillan was planning a book launch and interested in big ideas to create an engaging social experience that would generate demand The team developed an interactive teaser game / app to hype the upcoming launch of the book:  Design of The “GLOW App” Landing Page  Development of content to highlight key plot points and generate viral buzz around the impending book launch (September 2011)  Conceptualization, creation and implementation of the interactive quiz, poll, discussion board and game RESULTS  Close to 11,000 likes in 6 weeks  Over 2,000 Active Weekly Users and Over 6,000 Active Monthly Users  20-30 comments per day  Over 200,000 points earned in the Glow: The Mission Game Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 24
  • 25. IMAGE CONTENT MARKETING  A self-contained game/challenge to drive site traffic by promoting NEJM’s multimedia assets and content  The Image Challenge presents a medical image and asks visitors to make a diagnosis. • Supported with an email campaign with the theme “Watch. Listen. Learn.” which highlighted all of multimedia assets Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 25
  • 26. TAKE AWAYS Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 26
  • 27. TAKE AWAYS  Overwhelmed? Here’s where to start, strategically: 1. ID your goal(s) 2. ID problems & questions your audience would like solved 3. ID what human & content resources are already in place 4. Develop an editorial calendar telling “stories” conveyed through various content types  Here’s where to start, tactically: 1. List consumers’ problems in real language (do interviews, if possible) 2. Align with keyword research 3. Assign topics to internal specialists (use a “carrot”) 4. Use your blog (e.g. solve consumer problems with “How To” or “Behind the Scenes” posts)  All of this pre-supposes a website that has already been cleared of technical issues like accidental generation of duplicate content. Ideally, indexation issues have been solved and you’re even thinking about content’s authorship. Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 27
  • 28. THANK YOU Clay Cazier is Vice President, Natural Search Strategy for PM Digital. His resume includes more than 14 years of web development and search engine optimization experience, including successful ventures in travel, legal and many retail markets. 5 Hanover Square New York, NY 10004 www.pmdigital.com Clay’s role at PMD is to provide the strategic foundation, best practices and business support needed to craft ROIpositive campaigns for PMD’s clients. Fueling his passion for helping clients are skills that range from HTML/PHP coding and affiliate site development to social media outreach and blog marketing. ccazier@pmdigital.com http://blog.pmdigital.com/author/claycazier @jclayc (212) 405-1923 Copyright © 2013 PM Digital. All rights reserved. This information is deemed PROPRIETARY and CONFIDENTIAL by PM Digital. Unauthorized use or disclosure is prohibited. 28