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People Focused Content Strategy

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Presented in conjunction with Second City Communications on Wednesday, September 25, 2013 as part of Social Media Week.

Published in: Business, Technology
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People Focused Content Strategy

  1. 1. People Focused Content Strategy #SMWContent Baron Manett @bstat Jason Dojc @jdojc Sandy Marshall @marshallsandy Ariad @ariadcomm Second City @SecondCityBiz
  2. 2. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 2 Baron Manett SVP, Strategy @bstat Jason Dojc Senior Digital Strategist @jdojc
  3. 3. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 3 Social  Content
  4. 4. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 4 Social  Content
  5. 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
  6. 6. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 6 1900 1904 1951 1986 2010 2013
  7. 7. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 7 27 millionpieces of new content shared every day Source: AOL and Nielsen 2012
  8. 8. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 8 9 in 10organizations market with content Source: Content Marketing Institute
  9. 9. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 9 78%of CMOs think custom content is the future of marketing Source: eConsultancy
  10. 10. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 10 86% of B2C marketers use content marketing 91% of B2B marketers use content marketing Source: eMarketer
  11. 11. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Visibility Time 11 We need to do content marketing!!!
  12. 12. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 12 Content ≠ Copy
  13. 13. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 13 Content ≠ Media
  14. 14. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 14 Content ≠ Messaging
  15. 15. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 15 stuffContent is the you talk about.
  16. 16. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 16 The Substance What your brand does and Essence How you help your consumer CONTENT IS...
  17. 17. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 17 Content + Social
  18. 18. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 18 It starts with the customer and their journey
  19. 19. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Let’s consider… First time homebuyers 19
  20. 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. 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. 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. 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. 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. 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. 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
  27. 27. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 27
  28. 28. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 28
  29. 29. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 29
  30. 30. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 30
  31. 31. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 31
  32. 32. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 32
  33. 33. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 33
  34. 34. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 34
  35. 35. 35 So how does this work? cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/
  36. 36. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 36 The Holy Grail is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME
  37. 37. @bstat, @jdojc, @SecondCityBiz #SMWContent OUT Copy Campaigns Launch Messaging Repurpose Channels Commodity Let’s change our mindset 37 IN Content Programs Longevity Engagement Nimble Journeys Asset
  38. 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
  39. 39. Thank you. ariad.ca/ideas ariad.ca @ariadcomm Baron Manett @bstat Jason Dojc @jdojc

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