Content Chaos: Navigating the Path to Engagement - Monday 23rd March
•Download as PPTX, PDF•
1 like•426 views
We kick started the first day of Content Chaos with a dynamic discussion between Dyllan McGee and Liz Kaplow, followed by panel discussions around The Age of the Internet Star, Real Time Marketing and Data. We unveiled our latest research study, conducted in conjunction with Ad Age, and some of our members showcased their best work. We wrapped the first day with an intimate Q&A with the one and only Arianna Huffington.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Content Chaos: Navigating the Path to Engagement - Monday 23rd March
Similar to Content Chaos: Navigating the Path to Engagement - Monday 23rd March (20)
More from The Content Council
More from The Content Council (13)
Recently uploaded
Recently uploaded (20)
Content Chaos: Navigating the Path to Engagement - Monday 23rd March
- 2. Wifi Network: Gansevoort Park Password: thecontentcouncil
- 3. WELCOME Andy Seibert, Chairman, The Content Council
- 6. CONTENT AS AUTHENTIC STORYTELLING Liz Kaplow President and CEO, Kaplow @LizKaplow Dyllan McGee Founder, MAKERS @DyllanMcGee
- 8. THE AGE OF THE INTERNET STAR
- 9. THE AGE OF THE INTERNET STAR Kimberly Coleman @Mominthecity Amber Lee @ALittleCriminal Shanna Malcolm @ShannaMalcolm Karen Robinovitz @KarenRobinovitz Kevin McGurn @kjmcgurn
- 11. ELLE Canada #SHOPYOURMOOD Jacqueline Loch, VP & Group Publisher, TC Media
- 12. performing in the new age of media consumption…
- 13. consumer expectation is what they want, when + how they want to consume it…
- 14. advertiser expectation is engagement and maximum ROI
- 15. over 50% of our digital content is consumed via mobile platform: smartphone or tablet
- 16. over 40% of our digital content is accessed via a social media platform
- 17. so where does a traditional print magazine fit in?
- 18. publishing is a verb not a media platform
- 19. how about starting with what we do best…
- 20. with great editorial content integrations… …branded content on steroids
- 23. Canada’s first ever… shoppable videos
- 40. total audience engagement story across all platforms + all media: earned, owned + paid
- 41. customer experience customer education magazine as a storefront branded content smart + authoritative alignment of two brands new-ness, buzz + cool factor
- 42. Over-performed on all KPIs: • Video views: over 75K • Time spent: 72% watching entire video • Average time spent on the channel: 1:18 mins • Social media: #SHOPYOURMOOD hashtag generated over 2.8 million media impressions • 30K e-push notices sent; open rate 77.6% and the CTR of 11.93% • Earned media/PR • Contest entry • ROI RESULTS:
- 44. THE CONTENT COUNCIL RESEARCH UNVEILED
- 45. THE CONTENT COUNCIL RESEARCH Georgia Galanoudis @Imprint_Georgia David Brown @MXMTweets Alexa Christon @achriston Linda Descano @LindaDescano Michael Sebastian @msebastian
- 46. RESEARCH METHODOLOGY Online survey conducted by Advertising Age with Advantage Business Research. • Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation. Survey dates: December 5, 2014 to December 12, 2014. Findings based on 448 total qualified respondents who completed the full survey. • Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.
- 47. PROFILE OF RESPONDENTS 35%MARKETERS 17%MEDIA 48%AGENCIES Head of Business, C-Level, SVP, VP, GM, Managing Director 47% 33% 20% Marketing/Advertising Directors & Managers Content/Creative Directors, Account/Media Supervisors & Managers
- 48. SURVEY SAMPLE: COMPANY SIZE 37% 29% 14% 20% Estimated Revenue Less than $5 million $5 million to less than $50 million $50 million to less than $500 million $500 million or More 40% 28% 21% 11% Number of Employees Less than 50 50-499 500-4,999 5,000+ Average: $218,273,684 Average: 1,328 employees
- 51. “Content marketing is the discipline of creating content, on behalf of a brand, designed with the specific strategy of influencing consumer behavior in order to drive quantifiable profitable results.” HOW TO DEFINE CONTENT MARKETING
- 52. COMMITMENT TO CONTENT MARKETING Commitment will be two years from now Commitment currently Commitment was two years ago “Very/extremely strong” 8–10 Ratings T O T A L RESPONDENTS 18% 40% 76%76%
- 53. BUDGETS FOR CONTENT MARKETING 12.6% 23.3% 33.1% TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW $9.4M $12.1M $18.4M ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE DOLLARS
- 54. EFFECTS OF NEW DIGITAL MEASUREMENTS AREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS 40% 51% 54% 60% 66%MEASUREMENT/ANALYTICS STRATEGY CONTENT DEVELOPMENT/PRODUCTION TECHNOLOGY (CMS) DISTRIBUTION
- 55. BELIEVE THAT CONTENT MARKETING IS TRULY MEASURABLE 58% YES 42% NO
- 56. METHODS USED TO MEASURE CONTENT MARKETING ROI 80.4% 74.6% 63.8% 54.6% 41.9% 35.4% 33.8% 28.5% 14.2% 10.0% Website traffic Engagement (time on site,… Sales Awareness Acquisition Brand lift Customer retention rates Loyalty Composite engagement score Cost savings
- 57. BIGGEST CHALLENGES FOR CONTENT MARKETING 63.4% 53.3% 50.0% 49.1% 36.6% 35.5% 30.6% 27.0% Creating engaging content Lack of budget Lack of time Proving ROI Breaking through the clutter Not enough resources Lack of integration across… Lack of internal/external…
- 60. CONVERSATIONS NOT CAMPAIGNS: REAL TIME AND REACTIVE MARKETING
- 61. REAL TIME AND REACTIVE MARKETING Andrew Hanelly @hanelly Lindsay Lichtenberg @LinZk Chris Perry @cperry248 Ramon Velutini @Duracell
- 69. 69 FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT
- 72. 72
- 73. 73 UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
- 74. 74 UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
- 75. 75 Other RTM Classics around Mass Cultural Moments
- 76. 76
- 78. DATA: THE RISE OF BIG INSIGHTS
- 79. DATA: THE RISE OF BIG INSIGHTS Megan Cunningham @MeganCunningham Bob Cornwall @Google Vikram Somaya @VikramSomaya Maya Mikhailov @GPShopper
- 81. MANUFACTURING A STORY: WIKA AND ENVERITAS GROUP CASE STUDY Brice Bay, CEO, EnVeritas Group
- 85. RESEARCH • Industry-wide gap analysis to: – Understand what competitors in the space are doing – Determine best channels for content marketing – Evaluate WIKA’s website, social media and other marketing efforts – Devise a plan with KPIs, including macro and microconversions
- 87. ENGAGING
- 88. RESULTS • Keyword conversion up nearly 2000% • Site visitors up 32% first year, 48% following year • RFQ conversion up 46% • Social media audience engagement up 230% • 800 visitors to new blog
- 89. CONCLUSION • Avoid boring • Know your audience • Engage • Measure • Adjust
- 90. PRESENTER • Brice Bay - @bricejbay • brice@enveritasgroup.com • www.enveritasgroup.com
- 92. Arianna Huffington, President and Editor-in-Chief, Huffington Post Media Group @AriannaHuff
- 94. We look forward to seeing you at the Museum of the City of New York
Editor's Notes
- I’ve met a lot of you already this week, but for those I haven’t yet met, my name is Brice Bay. I’m the CEO of EnVeritas Group, a content marketing agency headquartered in Greenville, South Carolina with offices in the UK and France. We work with clients worldwide on projects that involve content creation, social media, graphic and website design, 3D imaging, translation and multicultural work and other digital marketing tactics.
- I’ve met a lot of you already this week, but for those I haven’t yet met, my name is Brice Bay. I’m the CEO of EnVeritas Group, a content marketing agency headquartered in Greenville, South Carolina with offices in the UK and France. We work with clients worldwide on projects that involve content creation, social media, graphic and website design, 3D imaging, translation and multicultural work and other digital marketing tactics.