Content: Grab Audience Attention
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Content: Grab Audience Attention

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Presentation delivered at the SXSW Syncapse Social Club March 10, 2012

Presentation delivered at the SXSW Syncapse Social Club March 10, 2012

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  • Source:http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/Pew Internet Project – 2010—Online advertising: The same survey looked at attitudes to online advertising: 81 percent said they didn’t mind online ads but 77 percent said they either don’t click on them (42 percent) or “hardly ever” click (35 percent). Younger users and the most frequent online news users are slightly more likely to pay attention to ads but not by a large enough number to suggest online advertising is a slam dunk.Shift from push to pull requires a huge degree of new thinking and processes.
  • Company culture (goes beyond the marketing dept - enterprise level demands, breaking down silos)Resource & Staffing - new skillsBudgets (content isn't "free")Service provider relationshipsNeed for TrainingAbility to not focus on bright shiny objects, but instead strategyIntegrating content with advertising and other marketing initiatives
  • Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole.  This report, based on qualitative interviews with 56 brands and agencies, looks at how organizations are shifting priorities and resources to strategically and effectively leverage content marketing to amplify marketing messages while lowering advertising expenditure.  We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals. 
  • Rebalancing, or realigning resources, budgets, staffing, company culture and agency and service provider relationships, will make marketing organizations both more effective and prepared to meet ever-changing digital challenges. Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.
  • Opt-out vs. Tune-inEpisodic vs. OngoingOwned and Earned vs. Bought
  • Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole.  This report, based on qualitative interviews with 56 brands and agencies, looks at how organizations are shifting priorities and resources to strategically and effectively leverage content marketing to amplify marketing messages while lowering advertising expenditure.  We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals. 
  • Content marketing is owned and earned media.Unlike advertising, which is push messaging in rented time or space in print or broadcast media, content marketing is pull marketing, the marketing of attraction, in media that belongs to the organization creating the message. This can be a social channel, such as Facebook or YouTube, or a wholly owned web site or app.Creating and publishing media places enormous new demands not only on marketing departments, but on the enterprise as a whole.Due to shifts in consumer attention, companies are challenged to move beyond episodic, short duration “push” campaign initiatives into longer-term, often continual “pull” content marketing initiatives that require new strategic approaches. To continually attract and engage consumers requires companies to develop new skills. They must learn to think and to function as publishers, producers and often, as community managers. Content creation and distribution places new and continual demands on the enterprise as a whole, not just the marketing department. And frequently, content necessitates operating in real-time environments, including evenings, weekends and holidays. To meet this challenge, organizations must rebalance.They must evolve from advertisers into storytellers. Advertisers interrupt consumers with messaging that’s overwhelmingly ‘me’ oriented: my product, my service. Storytellers attract, beguile, entertain and inform. They are sought out and revisited. Often, they’ll enter into dialogue with their audience. They’re attuned to nuanced reactions and will adjust their narratives accordingly, whether a shift in tone of voice or a deeper dive into what was originally just a backstory. 
  • K-Swiss and agency 72andSunny raised eyebrows in 2010 when they debuted a campaign for K-Swiss’ new Tubes shoe fronted by the foul-mouthed, burned out HBO’s Eastbound & Down’s pitcher character played by Danny McBride.The campaign was notable for a few reasons, not least of which was the simple fact that a marketer was putting its brand in the hands of such a spectacularly non-aspirational (fictional) athlete. But the campaign also marked an unusual three-way co-branding exercise, simultaneously promoting Tubes, season 2 of Eastbound, which was scheduled to launch a month after the campaign broke, and a Hollywood star on the rise.Powers’ return is an indicator of the success of that inaugural campaign, and not just as a giant Eastbound promo. The videos earned millions of views online (a million on FunnyorDie), resulted in a 1256% increase in Facebook fans and landed the brand atop the “biggest buzz” list in industry trade Footwear News. Perhaps more to the point, K-Swiss also reports a 250% increase in online sales post-Powers.K-Swiss has continued making the Powers videos to promote other products after the success of its Tubes sales. SOURCE: http://www.fastcocreate.com/1679194/kenny-powers-returns-for-second-k-swiss-campaign
  • Jamie Grenney, VP of Social Media and Online Video for Salesforce:“Salesforce.com is the enterprise cloud computing company -- more than 67,000 customers use our cloud platform and apps to help run their businesses. Of the various social media channels we use to engage our community, YouTube has emerged as the most important for our business because it allows us to deliver a rich and concise message with perfect fidelity.We looked at a number of different approaches to publishing video both on our own website as well as other sites on the web. Given that YouTube is such a large percentage of online video, we knew it was a platform that we couldn't overlook. View counts are weighted heavily in search and are an important part of what makes a video interesting to other viewers.Today, all our video content is hosted on YouTube and we use the YouTube APIs to serve up videos in branded players on our website.”SOURCES:http://www.slideshare.net/Salesforce/video-creation-for-b2b-marketers (updated stats vs. interview below)http://ytbizblog.blogspot.com/2010/02/five-questions-for-jamie-grenney-senior.html
  • Sales are a criterion when new apps are considered for development at GE, but utility matters just as much, as does speed-to-market. As far as GE is concerned, the time to develop apps for customers is now, before the wow factor wears off and while the company can still impress customers with an app's added value. Ease-of-use is also key. One app, geared to engineers in the field, is avilable on the iPhone, but also on the iPad. Why?  "Because engineers wear gloves."Transformers: This colorful and vivid app allows customers, GE sales teams, and field service engineers to remotely monitor and diagnose GE transformers and transformer stations that supply electricity to homes and business around the country. The real-time sensor data helps improves efficiency and problem solving, which benefits both GE and its customers.
  • Content audit - Assessing current content and determining how to make it work best with SEO principles - what content should be used as-is? Tweaked? Thrown out?-- Try to find a CASE STUDY that talks about content siloing - does it work?2. Keyword Research is only the beginning - Tons of SEO data is locked up in social graphs - how do you access that?3. Editorial calendar - include what keywords each piece of content will focus on -- Factoring in where content should be places in the site IA to create stronger SEO content silos – all part of the editorial calendar – more on this later, in education and training4. Connect to specific measurement KPIs 5. Focusing on the long-tail - The highest search volume words don't always represent the way the content writers would prefer to position their products - how to handle these problems? How can content be drafted and implemented to focus on the longtail? -- Some of the content examples in the balloon chart are much more longtail - win on lots of keywords that draw small amounts of traffic over time
  • Based on SEO research, your Keyword List is a list of words and phrases most critical to your business, products and services when it comes to being found on the Web. If you don’t have an SEO expert on staff, anyone and everyone involved in content creation should receive foundational training in SEO and how to appropriately use keywords (and other SEO principles) in content creation.
  • An editorial calendar establishes what content will be created when, in what format, and for which content channel. A digital editorial calendar also tracks the connections for that content, including how the content will be repurposed and amplified in social media channels.The editorial calendar should contain a list of all content approved for publication. It should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities and a schedule.Source of editorial calendar example: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png
  • Slice 'n' dice: example: write a speech, create a deck, video speech, blog speech, post video to YouTube, deck to Slideshare, transcribe presentation. extract charts and infographics. Make the talk a whitepaper. An ebook. A column. Maybe it can be a webinar, or a training sessions.
  • Not Free: Certainly, content marketing reduces media spend, but the more mature a company’s content marketing efforts, the better they understand that effective content initiatives require significant investment in internal staff, production and distribution resources, and often new sources of strategic support. Culture: Rebalancing requires deep departmental integration and cultural shifts across the enterprise, as well as education, training and new digital skill sets for staff within and beyond the marketing organization. Integrate: Increasing confidence in and reliance on content marketing is causing marketers to reevaluate, and often to cut back, on advertising and shift those dollars to content production and distribution. For optimal impact and maximum success, content and advertising should be integrated, or at least interrelated. In tandem, the two can more fully express a brand story. Bright, Shiny Objects: In their enthusiasm for marketing with content, we found many marketers who we interviewed for this report distracted by channels and technology at the expense of strategy and fundamentals.  Organizational Change: We believe that over the next five years, content marketing will permeate the organization. Led by the marketing department, finding, producing and disseminating content both internal and external to the organization will become a core marketing function, but it will require cross-departmental support, primarily in the form of input and creation from senior management, sales and product teams. To seek out stories, trends, questions and the other “raw materials” of content marketing, shoe leather is a requirement. Like beat reporters, those charged with creating content must continually travel throughout their companies and indeed, their industries, to keep a finger on its pulse and to find the stories and ideas that can be turned into content.
  • Where is future content confidence held?SEO people need to be at the table at this point in the game in order to plan for the SEO of these new types of media.How do youoptimize non-textcontent?How do you optimize for mobile - one of the largest "confidence mediums" in the chart?Educational content is really easy to optimize but it's going down in confidenceLink strategies - social graphs in search - link strategies and keywords - that will all tie in here

Content: Grab Audience Attention Content: Grab Audience Attention Presentation Transcript

  • 1 Content Marketing: Grab Audience AttentionSyncapse Social Club – SXSW InteractiveMarch 10, 2012Rebecca Lieb @lieblinkIndustry Analyst
  • Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise© 2012 Altimeter Group
  • 3 77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival. Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/>.© 2012 Altimeter Group
  • Shifting from ―Push‖ to ―Pull‖  Company culture  Resources and staffing  Budgets  Service provider relationships  Training  Tools vs. strategy  Advertising integration© 2012 Altimeter Group
  • Image by wjklos used with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 It’s Time to Rebalance© 2012 Altimeter Group
  • A Need for ―Rebalance‖  Episodic ad campaigns vs. continual initiatives  New demands on marketing departments and the enterprise  Emerging technology allows any brand to function as a media company© 2012 Altimeter Group
  • 7 Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.© 2012 Altimeter Group
  • Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Rebalance with Content© 2012 Altimeter Group
  • 9 Content marketing is a pull strategy— it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.© 2012 Altimeter Group
  • Content Marketing Builds Stronger Brands  Awareness  Trust  Purchase Intent  Word-of-mouth  Customer Engagement  Lower Acquisition Costs© 2012 Altimeter Group
  • Content Marketing Changes the Game  Earned and owned media  Long-term initiatives vs. short-term campaigns  New skills as publishers, producers and community managers  Evolution from advertisers to storytellers© 2012 Altimeter Group
  • Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772 What Kind of Content Are You?© 2012 Altimeter Group
  • Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • Three Types of Content Marketing 1. Entertains – K-SWISS 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • K-SWISS Uses Humor to Attract Audiences and Sales in Release of Online Video Series K-SWISS’ Kenny Powers videos earned millions of views online, resulted in a 1256% increase in Facebook fans, and contributed to a 250% increase in online sales.© 2012 Altimeter Group
  • 3 types of content marketing 1. Entertains – K-SWISS 2. Informs and Educates – Salesforce.com 3. Provides Utility© 2012 Altimeter Group
  • 17 Salesforce Leverages Video to Share Product Demos, Webinars, Events and More Salesforce’s 2,600 YouTube videos receive upward of 11K views per day. The company has valued its product demo views (av. 2 minutes per view) as equal to customers receiving service from 66 hyper- efficient sales representatives.© 2012 Altimeter Group
  • 3 types of content marketing 1. Entertains – K-SWISS 2. Informs and Educates – Salesforce.com 3. Provides Utility - GE© 2012 Altimeter Group
  • 19 GE Transformers iPad App Proves Useful to Its Engineer Community© 2012 Altimeter Group
  • Image by lwr used with Attribution as directed by Creative Commons http://www.flickr.com/photos/lwr/839359065 Getting Started: Strategies & Tactics© 2012 Altimeter Group
  • Conduct a Content Audit to Assess Assets Page/S Page Type of Source Owner/Ap What’s Support Findable Clean, Keyword/ ub- Name Content of prover/Pu It User/Busi & Used? Professional, Metadata/ Section Content blisher About? ness Analytics Logically SEO Goals? Organized? 1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx 1.2 Widget xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Page 1.3 About xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Acme Corp© 2012 Altimeter Group
  • Generate a Keyword List Free SEO services like Google AdWords’ Keyword Tool can aid in generating a robust and comprehensive keyword list.© 2012 Altimeter Group
  • Create an Editorial Calendar The editorial calendar should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities and a schedule. Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png© 2012 Altimeter Group
  • Content is like leftover turkey.© 2012 Altimeter Group
  • Reuse and Repurpose for Greater Impact Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, Charts and eBook or Infographics Column© 2012 Altimeter Group
  • Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Achieve Content Maturity© 2012 Altimeter Group
  • Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  • Top-Level Findings  Content initiatives are a significant investment.  Rebalancing requires departmental integration and cultural shifts.  Content and advertising should be interrelated.  Marketers are distracted by new channels and technologies.  Over the next five years, content marketing will permeate the organization.© 2012 Altimeter Group
  • Content Channel Confidence© 2012 Altimeter Group
  • Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or have found ineffective?; Source: Altimeter Group© 2012 Altimeter Group
  • How Will You Rebalance?© 2012 Altimeter Group
  • THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group
  • ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at www.AltimeterGroup.com or contact info@altimetergroup.com.© 2012 Altimeter Group