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Content Marketing The Big Shift - 2015 update

Content Marketing presentation to UniSA Marketing by Will Fuller and Gavin Klose from FULLER Brand + Communication, Adelaide South Australia. What is content marketing? How many marketers are using content marketing? How much marketing budget is being allocated to content marketing in Australia? How is media consumed and how is it is changing? What type of media is consumed in digital especially on mobile devices? What is the content marketing sweet spot. A strategic framework for content marketing starting with strategy, channel creation, editorial planning, content creation, distribution and measurement. Content marketing cases studies for Xerox, Commonwealth Bank, Hahn Beer and Carnegie Mellon.

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Content Marketing The Big Shift - 2015 update

  1. 1. CONTENT MARKETING THE BIG SHIFT
  2. 2. CONTENT MARKETING 1 CONTENT MARKETING IS THE CREATION,  DISTRIBUTION AND SHARING OF ENGAGING CONTENT TO BUILD YOUR BRAND. FULLER
  3. 3. CONTENT MARKETING 2 STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED IN, BECOME WHAT THEY ARE INTERESTED IN..... ELIZABETH DYSMID
  4. 4. CONTENT MARKETING 3 86% OF B2C MARKETERS USE CONTENT MARKETING AND 91% B2B MARKETERS USE CONTENT MARKETING eMARKETER, 2013
  5. 5. CONTENT MARKETING 4 70% OF CONSUMERS PREFER TO LEARN ABOUT A BRAND THROUGH ARTICLES THAN IN AN AD. OMNITEL, 2011
  6. 6. CONTENT MARKETING 5 % OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013 TIME SPENT AD SPEND PRINT 5% 19% 12% 10% 38% 45% 25% 22% 20% 50% 40% 30% 20% 10% %OFTOTALMEDIACONSUMPTION TIMEORADVERTISINGSPENDING 0% RADIO TV INTERNET MOBILE @KPCB SOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+ OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND). ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE. 4%
  7. 7. CONTENT MARKETING 6 HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT) EXCLUSIVE!!!
  8. 8. CONTENT MARKETING 7 PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENT AND 30% OF ONLINE TIME WHERE CONTENT IS SHARED SOURCE: NIELSEN NETVIEW, DECEMBER 2010 53% 7% 23%
  9. 9. CONTENT MARKETING 8 MAIN SOURCE OF NEWS BY COUNTRY 44%ONLINE SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015 down, online is up, and social media have become a major part of the equation. Weekly access is only one part of the picture. We also track the value of different news sources and again we see that TV news comes out even more strongly as the most important source to traditional media and they have been slower to adopt new digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print. slide 12 MAIN SOURCE OF NEWS BY COUNTRY Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last week in each country. 0% 10% 20% 30% 40% 50% 60% 70% 5 5 3 10 10 6 9 11 12 5 12 5 3 7 14 8 4 10 8 5 6 9 7 14 29 23 33 34 44 38 38 43 41 42 44 46 58 53 49 49 43 41 41 40 37 37 35 30 FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance 0% 10% 20% 30% 40% 50% 60% 70% 5 5 3 10 10 12 6 9 11 5 12 5 3 7 14 8 4 6 10 8 5 9 7 14 29 23 33 34 44 41 38 38 43 42 44 46 58 53 49 49 43 37 41 41 40 37 35 30 Social Printed newspapers Online (incl. social media) TV FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance slide 13 MAIN SOURCE OF NEWS BY AGE ne part of the picture. We also track the sources and again we see that TV news rongly as the most important source digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print. F NEWS sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last 5 3 10 10 6 9 11 12 5 12 5 14 8 4 10 8 5 6 9 7 14 33 34 44 38 38 43 41 42 44 46 49 49 43 41 41 40 37 37 35 30 FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapan Social Printed newspapers Online (incl. social media) TV 10 10 12 6 9 11 5 12 5 8 4 6 10 8 5 9 7 14 34 44 41 38 38 43 42 44 46 49 43 37 41 41 40 37 35 30 Social Printed newspapers Online (incl. social media) TV FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItaly F NEWS 54
  10. 10. CONTENT MARKETING 9 SMARTPHONE NEWS USE % OF POPULATION SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015 0% 10% 20% 30% 40% 50% 60% JAPAN GERMANY FRANCE UK USA ITALY SPAIN FINLAND IRELAND DENMARK AUSTRALIA SMARTPHONENEWSUSE %OFPOPULATION Which, if any, of the following devices have you used to access news in the last week? Reuters Institute Digital News Report 2015
  11. 11. CONTENT MARKETING 10 AUSTRALIAN SOCIAL MEDIA USERS TOTAL AND % OF POPULATION SOURCE: SOCIALMEDIANEWS.COM.AU/SOCIAL-MEDIA-STATISTICS-AUSTRALIA-MAY-2015/ 0% 10% 20% 30% 40% 50% 60% 70% 14m 13.8m 5m 3.6m 2.8m 60k AUSTRALIANSOCIALMEDIAUSERS TOTAL AND %OFPOPULATION socialmedianews.com.au/social-media-statistics-australia-may-2015/
  12. 12. CONTENT MARKETING 11 THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN. GARY VAYNERCHUCK
  13. 13. CONTENT MARKETING 12 THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN. GARY VAYNERCHUCK 16% OF US ONLINE POPULATION BLOCKED ADS PAGEFAIR AD BLOCKING REPORT, Q2 2015
  14. 14. CONTENT MARKETING 13 THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN. GARY VAYNERCHUCK
  15. 15. CONTENT MARKETING 14 GIVE. GIVE. GIVE. ASK. GARY VAYNERCHUCK
  16. 16. CONTENT MARKETING 15 CONNECTING WITH CONSUMERS BRAND INTERESTS SWEET SPOT CONSUMER INTERESTS
  17. 17. CONTENT MARKETING 16 46% OF AUSTRALIAN MARKETERS HAVE AN ‘UNWRITTEN’ CONTENT MARKETING STRATEGY. ONLY 37% HAVE IT DOCUMENTED. SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.
  18. 18. CONTENT MARKETING 17 STRATEGIC FRAMEWORK FOR CONTENT MARKETING STRATEGY CREATE NEW OWNED CHANNELS CONTENT CREATION CONTENT DISTRIBUTION MEASUREMENT/ ANALYSIS EDITORIAL PLANNING
  19. 19. CONTENT MARKETING 18 STRATEGY: WHAT’S YOUR GOAL? AWARENESS REPUTATION REPOSITIONING LEADS SALES RETENTION
  20. 20. CONTENT MARKETING 19 STRATEGY: AUDIENCE, MESSAGES & CHANNELS BIG IDEA THEMES FEEL CHANNELS KEYWORDS WHO? INSIGHTS? NEEDS? INTERESTS? WHERE? DISCOVERY? SEARCH? BRAND... TRUTHS? BELIEFS? POSITIONING? VALUES? PERSONALITY? INTERESTS?
  21. 21. CONTENT MARKETING 20 CONTENT CREATION: RESEARCH, CREATE, BRANDIFY, EDIT. 7 Tips To Comparing The Best Watch Brands Top 11 Most Interesting Online Shoe Shops
  22. 22. CONTENT MARKETING 21 CONTENT DISTRIBUTION POST, SEND, SHARE, NURTURE, REPURPOSE, PITCH, BOOST. PAID Facebook Buzz Feed Storify Huff. Post Outbrain OWNED EDM BLOG YOUR SITE SEO EARNED Social sharing Blogger outreach PR
  23. 23. CONTENT MARKETING 22 MEASUREMENT: ANALYSIS AND REPORTING
  24. 24. CONTENT MARKETING 23 XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES) INSIGHTS FOR C-LEVEL LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE
  25. 25. CONTENT MARKETING 24 COMMONWEALTH BANK: WOMEN IN FOCUS INSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN
  26. 26. CONTENT MARKETING 25 COMMONWEALTH BANK: BLOG ‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR
  27. 27. CONTENT MARKETING 26 HAHN SUPERDRY PASSIONATE, INSPIRATIONAL AND ASPIRATIONAL.
  28. 28. CONTENT MARKETING 27 CARNEGIE MELLON RELEVANT. RELEVANT. RELEVANT. CLICKABLE AND SHAREWORTHY.
  29. 29. CONTENT MARKETING 28 IN SUMMARY: WHY CONTENT MARKETING? MOBILE AUTHENTIC REACH FREQUENT ADAPTABLE VALUE
  30. 30. CONTENT MARKETING 29 IN SUMMARY: CONNECTING WITH CONSUMERS BRAND INTERESTS SWEET SPOT CONSUMER INTERESTS
  31. 31. CONTENT MARKETING 30 AUSTRALIAN MARKETERS ALLOCATE 27% OF THEIR TOTAL MARKETING BUDGET TO CONTENT MARKETING SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.
  32. 32. THANK YOU WILL FULLER & GAVIN KLOSE FULLER.COM.AU @FULLERCOM

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