Shenda Loughnane, 3XE Digital Content & Social Media Marketing Conference
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What’s Eating The Content Consumer? Shenda Loughnane, Global Strategy Director, iProspect
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Shenda Loughnane, 3XE Digital Content & Social Media Marketing Conference
- 1. What’s eating the content consumer?
- 2. Content is exploding An Estimated 27,000,000 pieces of Content are shared daily
- 3. Consumers are being bombarded by content that’s often….Average at best
- 5. Content with a lack of relevance
- 6. Content that doesn’t meet the promise of the juicy headline
- 7. Content with limited “info” and poor “graphics”
- 8. There’s an increasing danger that if your content doesn’t resonate, it will be Ignored
- 9. Good Content improves paid search Good Content is essential for SEO Good Content drives conversion Good content improves engagement Good content drives visibility
- 10. TO DRIVE MEANINGFUL CONNECTIONS WITH THE RIGHT PEOPLE AT SCALE AT THE RIGHT TIME AT THE MOST EFFICIENT COST WITH THE RIGHT BUSINESS OUTCOMES
- 11. s c i e n c e Less about the art of content and more about the science
- 12. Data driven content planning
- 13. DIGITAL DATA CONSUMER INTENT CONTENT STRATEGY CONTENT STRATEGY CONSUMER INTENT CONTENT CREATION BOE AMPLIFICATION BOE AMPLIFICATION CONTENT CREATION DIGITAL DATA Data driven content planning
- 14. Analytics EMAIL CRM Mobile IN STORE Start with your consumer data
- 15. Google is the world’s largest database of consumer intent “ “
- 18. Analytics EMAIL CRM Mobile Enrich your understanding IN STORE Display & Video Search Social Native & Content Public data Axciom Converter Segment 1 Segment 2 Segment 3 Segment 4 Segment 5DATA MANAGEMENT PLATFORM
- 19. PERSONAL understand me ADAPTIVE adjust to my situation VALUABLE make me care 1 2 3 Consumer led content strategy
- 20. PERSONAL understand me ADAPTIVE adjust to my situation VALUABLE make me care 1 2 3 Car rental company Analytics data Last minute purchase Seen as utility Intent data Move from Utility To Experience Road Trips Explore Highlights Analytics data Useful and engaging Move up consideration Funnel
- 21. What Who Data led content execution
- 22. Social Listening Statement Suggestion Location Science fuels art - “Workplace Dreamer”
- 23. Science fuels art - “Anxious Planner” At the heart of the Ad-line Explanation Get more
- 24. Data for personalisation Message Audience Segment1 Segment 2 Segment 3 Personalisation filter
- 25. Personalised, dynamic content performs 42% better Data for dynamic content decisions New visitor Returning visitor Lead Hot lead Sale
- 26. Data can even tell us what content will trend when
- 27. Amplification Strategically leveraging tech, time, context and platforms for optimal business outcomes.
- 28. Every content amplification decision should be data driven Greater accountability inspires greater creative BETTER DATA ONE SOURCE OF TRUTH REAL–TIME INSIGHTS ON-THE-FLY ANALYSIS
- 29. Start with “owned” amplification OWNEDBOUGHT EARNED 1. Make content visible to search engines 2. Support the entire funnel 3. Social media links 4. Location specific content 5. CRO for the whole site
- 30. What content when? 1 32 4 5 CONVERSION
- 31. What content when? 6 5 4 3 2 1 Conversion EXPOSURE TO CONVERSION BRAND SEARCH GENERIC SEARCH NATIVE & CONTENT DISCOVERY AFFILIATES DISPLAY PROSPECTING DISPLAY RETARGETER
- 32. DIGITAL DATA CONSUMER INTENT CONTENT STRATEGY CONTENT STRATEGY CONSUMER INTENT CONTENT CREATION BOE AMPLIFICATION BOE AMPLIFICATION CONTENT CREATION DIGITAL DATA Data driven content planning