5. 5
Let’s do social
media marketing?
What about [insert new
platform marketing
manager’s kid is on]?
“Content is King”
(Allegedly coined by Bill
Gates in 1996 or Sumner
Redstone earlier)
Visibility
Time
16. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
16
The Substance
What your brand does
and Essence
How you help your consumer
CONTENT IS...
20. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
20
#1 Map your current
understanding.
#2 Insights from the
front line.
#3 Add customer
research.
#4 Map multi-
channel journey.
#5 Identify content
opportunities
#6 Content strategy,
plan, execution.
21. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
21
Attracted
to rate
or offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.
22. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
22
Attracted
to rate
or offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.
23. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
23
Attracted
to rate or
offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.
*for illustration purposes only
24. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
24
START
HOME
SEARCH
GET PRE
APPROV.
HOME
SEARCH
REQUEST
HIGHER
AMOUNT
EDUCATE
RE HOME
BUYING
FIND
DREAM
HOUSE
EVALUATE
OPTIONS
BUY
HOUSE
CLOSE
MORT-
GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
25. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
25
START
HOME
SEARCH
GET PRE
APPROV.
HOME
SEARCH
REQUEST
HIGHER
AMOUNT
EDUCATE
RE HOME
BUYING
FIND
DREAM
HOUSE
EVALUATE
OPTIONS
BUY
HOUSE
CLOSE
MORT-
GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
??
??
?? ??
??
??
??
?? ??
26. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
26
Our young customers are on a home buying journey, starting out
fearful and knowing little about real estate or home financing.
As they shop for a home and get pre-approved they grow in
knowledge and confidence and their needs for information and advice
move from the general to the specific – “does my income, with this
mortgage, allow me to buy this home?
During this journey, they are frequently on the move, dealing with
different professionals and interacting both online and offline.
In the end, the mortgage that has the right features (not the lowest
rate) will win them over.
First time homebuyers
38. @bstat, @jdojc, @SecondCityBiz #SMWContent
38
Real marketing power of
content comes when you
focus not on helping the
seller sell, but helping the
buyer buy.
Mark Michaud
@MichaudMark
Friendfeed, MySpace,Nexopia, Redstone in the context of no one watches a channel they watch a show. Gates in the announcement of MSNBC
Add Nike + and Dove Sketches + Dollar shave
Customer experience matters like never before.More complex: multichannel, multi-device, mobile. Consumers are demanding more bespoke, personalized and social interactions.Forces us to create content that truly serves customers’ needs.
Content strategy: From opportunity to planMove from the opportunity to interact with customers to planning the actual interaction including the content, the channel, the format, the tone and voice, the call to action. This is a strategically-focussed, content-led creative exercise.This exercise is holistic – seeing each content moment as a step along the customer journey towards achieving their goals as well as towards “conversion” for our product or service offering. A deep understanding of the journey and our customer insights allows us to much more accurately forecast what will likely be the right content, in the right format, at the right time.
What is the opportunity for content here?Information and advice about financing options, including calculators.What’s different?Buyers are more confident, have a specific house in mind, are less concerned about rate, are out of home often but are mobile savvy, and may buy soon.