Content is King ! But where do you
start ?
Louise Schirmer - CUB
iMedia Brand Summit
Today:
33
3
Content is King
‘‘Content’ means the creationof original content or the curation
of content for the benefit of your audien...
Audio
Games
Apps
Contests
CommentsText
Graphics
Photos
Videos
Content is…
Why is Content King ?
Most importantly………
It’s the reason that people are engaging with digital channels.
Providing path
t...
Welcome to the Attention Economy
Where to start ? – Strategic approach to each
channel
Websites
Deeper content,
specific detail,
end of the path
to purchas...
Profile 1
How do we get Consumers there?
Online Content Drivers
…to seekout INTERESTS
…to fulfil interest NEEDS
…from BRAN...
What where ?
Digital Touch Point Roles & Priorities
Awareness
Engage & Educate
(Accept)
Drive Trial
(Respect)
Loyalty
(Com...
How do we get there?
Digital Property Roles, Content & KPIs
1
7
•KPI: Drive loyalty
•Role: Fan community interested in Bra...
Think about Customer journeys to Deepen
Engagement
Offline
Experience
How do we seduce the consumer into a deeper experien...
 Landscape Analysis
 Keyword Search
 Volume of Content
 Audience Persona
 Competitive Analysis
 Opportunities
 Chal...
Top things to consider when approaching content
planning
Focus on audience-
centric, top-down brand
narrative development
...
Case Study
The Challenge
42%
37%
15%
4%
1%
2%
52%
28%
14%
4%
1%
1%
18-24
25-34
35-44
45-54
54-64
65+
Who is talking about VB
Male Fan...
52%
28%
14%
4%
1% 1%
37%
34%
20%
7%
1% 1%
18-24 25-34 35-44 45-54 54-64 65+
All Content Cricket Content
52%
28%
14%
4%
1% ...
Change to Vic Bitter Fan Demographics
16/08/12
18-24: 31.7%
25-34: 31.6%
35-45: 12.6%
45-54: 3.15%
0%
0.5%
1%
2.6%
55 +: 2...
Changes to Demographics Engaging with Content
18-24: 30.8%
25-34: 32%
35-45: 16.3%
45-55: 0.9%
18-24: 24.5%
25-34: 33.7%
3...
Example
Questions?
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
iMedia Brand Summit 2012 - CUB Keynote
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iMedia Brand Summit 2012 - CUB Keynote

  1. 1. Content is King ! But where do you start ? Louise Schirmer - CUB iMedia Brand Summit
  2. 2. Today: 33 3
  3. 3. Content is King ‘‘Content’ means the creationof original content or the curation of content for the benefit of your audience. ‘Marketing’ means getting people to discover and engage with your content.’ Gilad de Vries
  4. 4. Audio Games Apps Contests CommentsText Graphics Photos Videos Content is…
  5. 5. Why is Content King ? Most importantly……… It’s the reason that people are engaging with digital channels. Providing path to purchase Influencing Customer Decisions Soliciting Feedback Functionality Building Trust Information Enjoyment
  6. 6. Welcome to the Attention Economy
  7. 7. Where to start ? – Strategic approach to each channel Websites Deeper content, specific detail, end of the path to purchase Social Media Conversations, and conversation starters, Badge Me Visual Social Media Stories and Videos – entertain me, Badge Me Mobile Apps Functionality and entertain me on the go What is the objective in the overarching communications plan ? What’s the consumer experience objective ?
  8. 8. Profile 1 How do we get Consumers there? Online Content Drivers …to seekout INTERESTS …to fulfil interest NEEDS …from BRAND / PRODUCT • Sports results • Tickets to sports events • Product info • Brand history • Responsible drinking • Right to play in “sports” • Sports Profile 2 • Tickets to music events • Access to exclusive music content • Product info • Brand history • Responsible drinking • Right to play in “music” • Music / entertainment What are our consumers looking for online… 1 5
  9. 9. What where ? Digital Touch Point Roles & Priorities Awareness Engage & Educate (Accept) Drive Trial (Respect) Loyalty (Commit) MediaPartnership PaidSearch InfluencerOutreach NaturalSearch MobileApp Website eDMNewsletters MobileAdvertising LifestyleSponsorship SportsSponsorship Off-PremiseActivation On-PremiseActivation Priority Objective for KPI setting Secondary Objective DisplayBanners FacebookFanPage 1. Prioritise 2. Pilot OnlineVideo DigitalCoupons 3. Phase Out
  10. 10. How do we get there? Digital Property Roles, Content & KPIs 1 7 •KPI: Drive loyalty •Role: Fan community interested in Brand, Sports & Music •Traffic source: Facebook Ads •Traffic push: Website for further engagement Facebook Fan Page •KPI: Engage & Educate •Role: Entertainment channel for Sports and Music Enthusiasts • Traffic source: YouTube Promoted Video Ads / Community Seeding •Traffic push: YouTube Channel for further video contentBrand Channel •KPI: Engage & Educate •Role: Customer Service •Traffic source: Promoted Tweets •Traffic push: Website / YouTube for further content Twitter Feed •KPI: Drive Trial •Role: Highlight brand relevant news and upcoming Sports promos •Traffic source: Sign-ups via paid search, display banners •Traffic push: Website for further engagement eDM newsletters •KPI: Engage & Educate •Role: Compass to direct consumers to other digital touchpoints •Traffic source: Facebook Ads, Display Banners, Video click-throughs •Traffic push: Facebook Fan Page, Twitter Profile, YouTube ChannelBrand Website
  11. 11. Think about Customer journeys to Deepen Engagement Offline Experience How do we seduce the consumer into a deeper experience ?
  12. 12.  Landscape Analysis  Keyword Search  Volume of Content  Audience Persona  Competitive Analysis  Opportunities  Challenges  Quantitative & Qualitative Analysis Ingredients to the Recipe
  13. 13. Top things to consider when approaching content planning Focus on audience- centric, top-down brand narrative development that considers bottom- up, channel-specific audiences and function Begin to think like content creators and curators Follow a process to discover, develop, and refine content Think of content as conversation Engaging content today leads to more visibility tomorrow
  14. 14. Case Study
  15. 15. The Challenge 42% 37% 15% 4% 1% 2% 52% 28% 14% 4% 1% 1% 18-24 25-34 35-44 45-54 54-64 65+ Who is talking about VB Male Fans of the Page Male Demographic Age Target Audience
  16. 16. 52% 28% 14% 4% 1% 1% 37% 34% 20% 7% 1% 1% 18-24 25-34 35-44 45-54 54-64 65+ All Content Cricket Content 52% 28% 14% 4% 1% 1% 40% 35% 19% 4% 1% 1% 18-24 25-34 35-44 45-54 54-64 65+ All Content NRL Content
  17. 17. Change to Vic Bitter Fan Demographics 16/08/12 18-24: 31.7% 25-34: 31.6% 35-45: 12.6% 45-54: 3.15% 0% 0.5% 1% 2.6% 55 +: 2.11%3.4% 17/07/1216/07/1217/06/12 18-24: 32.1% 25-34: 31.4% 35-45: 12.5% 45-55: 3.01% 18-24: 31.7% 25-34: 31.5% 35-45: 12.5% 45-54: 3.07% -1% 1% 0% 2% 55 +: 2.06% 55 +: 2.04%-1% 18-24: 31.7% 25-34: 31.5% 35-45: 12.5% 45-55: 3.07% 55 +: 2.04% % make up ofVic Bitter (Male) Fans – After One Month % make up ofVic Bitter (Male) Fans – MonthTwo
  18. 18. Changes to Demographics Engaging with Content 18-24: 30.8% 25-34: 32% 35-45: 16.3% 45-55: 0.9% 18-24: 24.5% 25-34: 33.7% 35-45: 16.9% 45-54: 6.0% -20% 5% 3% 543% 55-64: 0.63% 65 +: 0.9% 55-64: 1.1% 65 +: 0.9% 43% 0%0% 18-24: 28.5% 25-34: 31.1% 35-45: 15.3% 45-54: 5.7% -8% 55-64: 1.6% 65 +: 1.0% 45% 18-24: 24.5% 25-34: 33.7% 35-45: 16.9% 45-54: 6.0% 55-64: 1.1% 65 +: 0.9% 16% -9% -5% 11% % of engagement -Vic Bitter (Male) Fans – Month One % of engagement -Vic Bitter (Male) Fans Month Two
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  20. 20. Questions?
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