Content Marketing Explained

Content Marketing
Explained
Presented by Rosie Siman Senior Strategist, 360i
http://twitter.com/rosiesiman http://twitter.com/360i

Download the full POV here: http://bit.ly/ContentMarketingPOV
P R O P R I E TA R Y & C O N F I D E N T I A L

Tweets

Status Updates

Blog Posts

Newsletter
WTF is content?
Sound Bite

Altered Image/Meme

Quiz

Poll/Survey

Video Clip

Lists

Slideshare Presentation

Podcast

Short Film/Edited Video

Magazine

Lecture

Infographic

Widget

Event

Film

Webinar

Whitepaper

E-Book

Transmedia/ARG
Experience

App

WTF is content?

ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES
OF YOUR BRAND STORY.

[THINK BIG. REAL BIG.]

Tweets

WTF is content marketing?
Status Updates

Blog Posts

Newsletter

Sound Bite

Altered Image/Meme

Quiz

Poll/Survey

Video Clip

Lists

Slideshare Presentation
THE ORGANIZATION, CREATION + DISTRIBUTION
Podcast

Short Film/Edited Video
OF CONTENT TO BETTER CONNECT WITH
Magazine CONSUMERS OR POTENTIAL CONSUMERS.
Lecture

Infographic

Widget

Event

Film

Webinar

Whitepaper

E-Book

Transmedia/ARG
Experience

App

Why we’re here
CONSUMERS ARE CREATING, CONSUMING &
SURFACING MORE CONTENT

Source: “A Global Update of Social Technographics®”, Forrester
Research, Inc., September 28, 2010

Source: “Global Social Media Adoption”, Forrester Research, June 27,

2012
PROPRIETARY & CONFIDENTIAL
5

Consumers are more familiar
with self-publishing tools

6

And they’re creating content that
often outperforms brands’

http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp

Old Spice is a well-loved brand - And with 2.5MM views, it shows!
7

And they’re creating content that
often outperforms brands’

http://www.youtube.com/watch?v=C7hTAp6KrGY

But even with vertical filming on an iPhone, Sophia Grace beats Old Spice...
by 35MM+ views!
8

Curation is here to stay

http://buzzfeed.com

9

But what exactly is it?

image source: Corinne Weisgerber

Curators have become Content Strategists
PROPRIETARY & CONFIDENTIAL (and vice versa) 10

Curation is gaining traction

11

...Even outside the marketing
world

Maria Popova graced Fast Company’s list of the 100 Most
Creative People in Business - alongside CeeLo Green
12

Consumers are loving it

So how can brands join in?
13

Three key pillars
1 // CONTENT DEVELOPMENT
2 // SYNDICATION + DISTRIBUTION
3 // OPTIMIZATION.

1 // Content Development
(CREATION AND CURATION OF):

STOCK FLOW
+
“Stock is the durable stuff. It’s “Flow is the feed. It’s the
the content you produce posts and the tweets. It’s the
that’s as interesting in two stream of daily and sub-daily
months (or two years) as it is updates that remind people
Today.” that you exist.”

WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING
FRAMEWORK.

15

1 // Who’s doing it well

Fast Company curated a pop up shop through flash
sale site Fab.com
16


Amex has curated a social media resource hub for a
community of small business owners.
17


RedBull’s Stratos showed they really do give people
wings by sending Felix Baumgartner into space.
18


Oreo’s Daily Twist put a spin of childhood delight
onto trending topics of the world.
19

1A // Thinking About Stock & Flow
(Typically) Flow (Typically) Stock

Micro Base Hero Superhero

Tweets Blog Posts Slideshare Event
Presentation
Status Updates Newsletter Film
Podcast
Sound Bite Webinar
Short Film/Edited
Altered Image/ Video Whitepaper
Meme
Magazine E-Book
Quiz
Lecture Transmedia/ARG
Poll/Survey Experience
Infographic
Video Clip App
Widget
Lists 20


Select topics with higher perceived interest had
interactive elements
21


The campaign culminated with a live event in Times
Square where the final “Twist” was crowd-sourced
22

2 // Syndication + Distribution
PAID

EARNED OWNED

WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION &
DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.

23

2 // You might want to start with
your own digital assets

Source: Nordic Marketing
http://www.slideshare.net/nordicemarketing/content-seeding

24

2 // Don’t assume you know all
your options

Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are
“The Man Your Man Could Smell Like” other NY-based partners
http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/

25

2 // Build in cultural relevance to
leverage earned media

Calvin Klein partnered with FashGIF to create GIFs of
their new collection
26

2 // Read up on how to build an
integrated strategy

Source: 360i Report
Paid and Earned Media: Building an Integrated Strategy
http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
27

3 // Optimization

WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.
28

3 // Set benchmarks so you know
if/when something’s performing

1 Consider average engagement on content within a
speciﬁc platform. Keep these numbers up to date!

2
Ask community managers - or use a technology partner -
to ﬂag content that’s over-performing.

3
If people love your content, consider using media to
leverage the initial success and get it in front of more
eyeballs

29

Bringing it to life for your
brand
+ LISTEN.
+ BUILD A TEAM.
+ BE NIMBLE.
+ MEASURE & SHOWCASE SUCCESS.

30

Use social listening to glean
insights & understanding
LEVERAGE Ask your community manager to share insights on a regular
basis: Which content is working well? Which content isn’t
YOUR TEAM performing as expected?
(LISTEN.)

SOCIAL Consider a social listening partnership to better understand your
target audience and their interests outside of your communities,
LISTENING including non-direct competitors like media properties.

GO BEYOND
Look at what’s working outside of your community. What types of
YOUR OWN content are getting shared? What topics are people choosing to
weigh in on?
COMMUNITY

31

Build a team and create a
plan
[MAKE A PLAN.]

Explore a content marketing team with representation from
PUT TOGETHER community managers, content strategists, copywriters, data
THE ALL-STARS visualizers, editors, designers, producers, product evangelists,
etc.

DETERMINE When developing a content framework, create a schedule that
pre-determines the frequency of content curation and creation
SCHEDULING across channels.

Don’t be afraid to embrace multiple platforms – different
PUT A PLAN ON platforms are better suited for different kinds of content. Build in
PAPER paid, owned and earned media and consider using a content
seeding partner to ensure your content is seen by the right
people.

32

Create rules... But don’t be
too afraid to break them.
APPROVAL Create a simplified approval process for content that needs a
(BE NIMBLE.)

PROCESS quick turnaround.

MAKE Be willing to make exceptions. Discuss with your core team
what’s acceptable (and what’s not) before releasing content – but
EXCEPTIONS don’t limit yourself too much.

BUILD A Consider using paid media reactively. If content is starting to take
FEEDBACK LOOP off, media can amplify reach and increase potential engagement.

33

Leverage successes to build
momentum
(SHOWCASE SUCCESS.)

TRACK KEY Determine which metrics you’ll use before the campaign starts.
Consider content type, budget associated & results in similar
METRICS communities.

GRADUATE Build on smaller successes and course correct if something isn’t
CONTENT as well received as you originally anticipated.

34

The 4-Box
CHANGE AGENT MARKETING IMPACT
Digital platforms are empowering Content is a powerful way to connect
consumers to create, curate and with people in the same ways they are
share more content. As a result, already connecting with each other.
content is becoming central to how Successful programs will create
people interact online – with each cultural relevancy + open the door to
other and with brands. conversations with their customers.

CHALLENGES NEXT STEPS
Content marketing is an evolving Develop a content strategy that
space that is not so easily defined. It’s addresses the three key pillars:
not just about creating great content – content development; architecture
it’s about making sure you deliver it and optimization.
in the right environments, to the right
audience, at the right time.

35

Download the POV here:
http://bit.ly/ContentMarketingPOV

THANK YOU
http://bit.ly/360iContentWebinarLinks

@rosiesiman @360i

Content Marketing Explained

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