Why Content Marketing should be more content than Marketing? - Digital Marketing Forum 2014

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Robbie Cop
Content Lab

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Why Content Marketing should be more content than Marketing? - Digital Marketing Forum 2014

  1. 1. Tuesday 4 February 14
  2. 2. How Virgin used big data to inform its new content strategy Tuesday 4 February 14
  3. 3. Richard Branson’s Virgin empire incorporates a broad range of brands and companies that take in travel, TV, music and... spaceships. Tuesday 4 February 14
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  5. 5. Virgin.com has undergone a huge transformation, morphing from a simple web portal into a content-rich, storytelling platform that aims to epitomise the Virgin brand experience through storytelling. Tuesday 4 February 14
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  7. 7. The content team was able to create a new content strategy based on analysis of its audience behaviour on storytelling. Tuesday 4 February 14
  8. 8. “The data analysis formed the foundation of what we were doing, but my team then put the creative spin on it and worked out the stories we needed to tell to appeal to our target audience.” Bob Fear, Virgin.com Tuesday 4 February 14
  9. 9. Here’s how they did it... Tuesday 4 February 14
  10. 10. The Brief • At the outset the brief for redesigning Virgin.com needed to satistfy three criteria: • Incorporate all of the Virgin companies and its heritage • Bring to life the brand purpose in a way that resonates with current social conversations • Unite Virgin’s diverse offerings under a single unifying theme Tuesday 4 February 14
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  22. 22. • The initial phase involved creating an interest graph for the users based on: • Content people search for • What they follow on social platforms • The views and interests the express online Tuesday 4 February 14
  23. 23. • The data team conducted a content analysis to assess: • Which content and conversation drove traffic? • What content converted most effectively? • What audience segments have the most potential for increased traffic? • Where the brand love is around Virgin? • Which content aligns with the brand purpose? • The importance of Richard Branson’s social presence. Tuesday 4 February 14
  24. 24. • The findings were then collated to inform what type of Virgin.com stories and experience would serve the needs of distinct audiences: • influencers • partners • existing customers • potential customers Tuesday 4 February 14
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  26. 26. Next: content analysis • What content areas associated with Virgin and its brands are resonating with active online customers? • Which Virgin.com blog content resonates? • Who is viewing Virgin.com blog content and how do they get there? Tuesday 4 February 14
  27. 27. Next: conversation analysis • Which content themes are the most frequently discussed in relation to Virgin in organic conversation? • Where and why are these conversations occuring? • How associated are the different conversations with Virgin vs. Richard Branson? Tuesday 4 February 14
  28. 28. Result: 5 recommendations • Organize Virgin.com more clearly around content and social • Explore what is resonating with entrepreneurship, music and sustainability conversations • Use space travel not as an overall content strategy, but as a buzz-generating tactic. • Design campaigns that involve people with sustainability • Explore travel as a potential ingredient in Virgin’s content proposition, but not fitness as conversations tend to be short-lived (“I just had a great workout.”) Tuesday 4 February 14
  29. 29. Next: identify which content areas and target audiences are strategically important for Virgin.com. Tuesday 4 February 14
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  31. 31. Virgin has different content strategies for each of these groups Tuesday 4 February 14
  32. 32. Entrepreneurs • The content involves insight and advice from entrepreneurs for entrepreneurs, inspired by Richard’s values and Virgin’s purpose. • The strategy also involved working with influencers in this area Tuesday 4 February 14
  33. 33. Music • Backed by Virgin’s strong musical heritage, the content is focused on the emerging technologies, trends and artists that are changing the industry for the better • Influencers can be brands such as Spotify, Deezer and Songkick Tuesday 4 February 14
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  35. 35. “The aim is for Virgin’s content to become the catalyst that spurs people into action to change the game of music, travel and entrepreneurship for good.” Tuesday 4 February 14
  36. 36. Any questions? Tuesday 4 February 14

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