Content Marketing Model 2013


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This is a model I have been working on for a couple years, and is based on McKinsey's Consumer Decision Journey (2009) body of research. Feel free to reach out with questions, comments, builds of feedback.

What's important, is that we all begin experimenting as we pivot, but to practice discipline in measuring and learning in this new and emerging environment.

Please feel free to apply this strategy, test, tweak, and let me know how it works or doesn't... Cheers!

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Content Marketing Model 2013

  1. 1. Content Marketing Model2013
  2. 2. Pre-readIn marketing today, there exists over 30+ touchpoints withconsumers, that must be activated in the right way, at theright time, to effectively engage a consumer. There is nomagic combination that is guaranteed to work every timebecause everything is changing so fast.To combat this fast change and volatility, brands mustemploy a learning culture, creating prototypes and flexiblemodels that build on measurable results and cases aroundeach prototype deployed.Any combination of tactics may or may not yield a positiveoutcome. The number of variables across tactics andoutcomes are fragmented and at times difficult to track andcorrelate, especially if events are not wired or related. Weneed to gather intelligence and apply it to future prototypes.Todays combination of fragmented marketing efforts oftenresult in low or moderate effectiveness, with results that canbe challenging to understand or rationalize. Traditionalmodels of creating marketing alone will no longer workeffectively in silos.We need to adapt the way we approach marketing to meetthe change in how consumers learn about, evaluate,engage, experience, purchase and advocate content.Think of todays environment like you would an orchestra.Imagine paying a bunch of musicians to get together and play aconcert with each other for the first time in-front of a packedtheatre of patrons.Now each musician is trained, and in theory should be able toexecute precisely their part, and in combination all the parts ofthe overall song.But now imagine, that each player played their own version ofthe song.The point is, that like an orchestra, marketing today needs to bearranged in a strategic order and progression, otherwise itbecomes a mess of sounds that no audience would want tohear.
  3. 3. understanding the modelThe following is a strategic model and framework adapted from the McKinseyConsumer Decision Journey and years of Brand marketing experience, in orderto help partners build simple and measurable marketing plans:1. How consumers make decisions2. Context and Content influence decision making journey3. Strategy and tactics drive execution4. Measurement is key to success5. Deploy, monitor, refine, repeat
  4. 4. 1. How consumers make decisions1. AWARENESS 2. EVALUATE4. EXPERIENCE3. PURCHASEconsiderationconfidence5. LOYALTYLOOPrelevancycost / actionrequired+/- emotionalreaction+/- evaluate vs.expectations6. ADVOCATEStimuate /influence others+/- reciprocateactionsConsumers make decisions today, much differently than the traditional models of marketingcan account for and measure accurately. Its important to pivot how you create marketing andadapt to the new consumer decision journey.
  5. 5. 2. Content & context influence decisionsIts important to develop and deliver the right content and context in order to influenceconsumer decisions that support the business goals. There are over 30 opportunities duringthe consumer journey to influence their decisions.1. AWARENESS 2. EVALUATE 4. EXPERIENCE3. PURCHASE5. LOYALTYLOOP6. ADVOCATE● A● B● C● D● E● FG •● H● I● J● K● LM •● N● O● P● Q● R● S● T● U● V● W● X● Y● Z● a● b● cd •e •Recruit RetainCritical Zone
  6. 6. 3. Strategy and tactics drive execution6. ADVOCATE5. LOYALTYLOOP4.EXPERIENCE3. PURCHASE2. EVALUATE1.AWARENESSA. PRB. SEOC. PPCD. TV/PrintE. SocialF. SMSG. WOMH. EmailI. WebsiteJ. WebinarK. BlogL. SocialM. DirectN.eCommerceO. StoreP. WebsiteQ. AgentR.eNewsletterS. SMST. CommunityU. SocialV. FAQW. ePromoX. DirectY. WebsiteZ. Agenta. eNewsletterb. Blogc. Communityd. Sociale. EventsTo deliver the right content, develop a strategic marketing plan based on business goals.Each goal is supported by a number of objectives, which are achieved through acombination of tactics. Each tactic has a strategy and plan as well.GOALSTACTICSOBJSi.ii.iii.Recruit Retain
  7. 7. 3. PURCHASE2. EVALUATE1.AWARENESSGOALSOBJECTIVES4. Measurement PlanEvery executed tactic will be measured by a single orcombination of metrics. A measurement plan will track theresults of each metric making it easy to analyze andunderstand impact, implications and recommendationsbased on learnings.TACTICSMETRICSANALYTICS4.EXPERIENCE5. LOYALTY 6. ADVOCATE5. DDMRRBased on previously aligned on goals, objectives, tacticsand metrics, content is developed and deployed. Monitorprograms and incoming data. Refine in real time whereneeded. Apply learnings and repeat. Develop, deploy,monitor, refine, repeat.MEASUREMENTPLAN
  8. 8. next steps:1. Review Model2. Align on Business Goals / Finalize Brief3. Agreement4. Begin Strategic Development5. Deliver POV and Round 1 Plan
  9. 9. APPENDIX
  10. 10. 1. How consumers make decisions (cont)1. AWARENESS | A consumers consideration, attention and confidence that there is value in thesubject2. EVALUATION | A consumer determines relevancy of the subject, judge the cost or actionrequired weighing the value proposition before making a decision3. ACTION | A consumer makes a decision to accept the value proposition4. EXPERIENCE | A consumer reacts positive or negative to a subject, and then compares thisreaction to their expectations in order to reinforce or rationalize their decision5. LOYALTY LOOP | Positive consumer reactions to experience, take them on an inside track, andthe subject is in their consideration and evaluation sets, shorten PTP6. AVOCATION | Consumers and loyalists reciprocate actions in the form of shares, recommends,and reviews. These actions are valuable because they stimulate, introduce and reinforce othersPOV toward the subject