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A holistic approach 
to content marketing 
The content contained within this document remain the intellectual property of ...
Howard Scott 
Digital Transformation, 
Brand & Marketing 
Strategist/Consultant 
@Howard_Scott 
The content contained with...
#1 
CONTENT IS NEW? 
#2 
CONTENT TRENDS 
#3 
P.O.C. 
The content contained within this document remain the intellectual pr...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
CONTENT IS 
EVERYTHING 
The content contained within this document remain the intellectual property of Headstream until th...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
COMPLICATED 
The content contained within this document remain the intellectual property of Headstream until the terms of ...
Four key content 
trends driving 2014+ 
The content contained within this document remain the intellectual property of Hea...
Trend #1 
PERSONALISATION 
The content contained within this document remain the intellectual property of Headstream until...
2013 – the year we all went mobile 
The content contained within this document remain the intellectual property of Headstr...
2014 – the year the ‘selfie’ hit mainstream 
The content contained within this document remain the intellectual property o...
Savvy brands are already placing their consumer at the heart of their 
communications 
Coca Cola ‘Share a Coke’ Coca Cola ...
78% of consumers feel that brands that create unique and personalised content 
are more interested in building a relations...
Trend #2 
COLLABORATIVE 
The content contained within this document remain the intellectual property of Headstream until t...
50% of Millennials refer to themselves as ‘foodies’ 
- BBDO Millennial Food Study 
Collaborative economy 
The content cont...
Airbnb and Uber offer a new service model for business 
Airbnb Uber 
Collaborative economy 
The content contained within t...
Feastly – Airbnb for Dinner 
Feastly homepage. 
Collaborative economy 
The content contained within this document remain t...
Trend #3 
LOCATION 
The content contained within this document remain the intellectual property of Headstream until the te...
Exciting new opportunities are becoming possible 
by using time & location. 
#lookup campaign from British Airways. 
The c...
Brands trial iBeacon technology 
Carrefour Duane Reed iOS app 
The content contained within this document remain the intel...
Making your content relevant to what people want 
at a specific time or location is really smart 
Push for Hunger fridge m...
Trend #4 
EXPERIENCE OVER DATA 
The content contained within this document remain the intellectual property of Headstream ...
Experience trumps all 
Providing valuable engaging content that makes your 
brand relevant is what matters. Data is the en...
Experience trumps all 
Providing valuable engaging content that makes your 
brand relevant is what matters. Data is the en...
Experience trumps all 
Providing valuable engaging content that makes your 
brand relevant is what matters. Data is the en...
Experience trumps all 
Providing valuable engaging content that makes your 
brand relevant is what matters. Data is the en...
YOU NEED A PLAN 
WHEN IT’S THIS 
CRAZY 
The content contained within this document remain the intellectual property of Hea...
A plan 
...plans require a why, who, what, where, how and when. 
Content strategy 
is about figuring out 
the best way for...
Customer 
Paid 
Owned 
Network 
Borrowed 
CRM 
Research Insights 
Content 
Mix 
Where 
Physical 
Digital 
Real-­‐<me 
The ...
Why 
A 
Stages 1 & 2 
What Is 
Where does a content strategy fit 
within a broader strategic context. 
Why do we need a Co...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
Brand’s Needs 
W 
X 
Y 
Z 
A 
B 
C 
D 
E 
F 
Customer’s Needs 
The content contained within this document remain the intel...
Introducing our 
CONSUMER JOURNEY FRAMEWORK 
The content contained within this document remain the intellectual property o...
PROGRAMMATIC MEDIA 
Programmatic media buying for 
the new brand launch 
Programmatic social media buying 
for marketing c...
Social Sampling 
The content contained within this document remain the intellectual property of Headstream until the terms...
The content contained within this document remain the intellectual property of Headstream until the terms of the project a...
RESULTS 
+227% 
increase total page reach 
The content contained within this document remain the intellectual property of ...
RESULTS 
+158% 
Facebook post reach 
The content contained within this document remain the intellectual property of Headst...
RESULTS 
+337% 
increase community engagement 
The content contained within this document remain the intellectual property...
Thank you 
@howard_scott 
@headstream 
The content contained within this document remain the intellectual property of Head...
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Content Marketing - From the Digital Marketing Show Nov 2014

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This deck supported our presentation on content marketing at the The Digital Marketing Show Nov 2014

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Content Marketing - From the Digital Marketing Show Nov 2014

  1. 1. A holistic approach to content marketing The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  2. 2. Howard Scott Digital Transformation, Brand & Marketing Strategist/Consultant @Howard_Scott The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  3. 3. #1 CONTENT IS NEW? #2 CONTENT TRENDS #3 P.O.C. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  4. 4. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties MANTRA As marketers we want people to do three things: - Notice our brands - Relate to our brands - Act on our messages The
  5. 5. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties MANTRA Get the right content to the right person, in the right location, at the right time. The
  6. 6. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties CONTENT Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything? Econsultancy B2B Trends Brief 2014 What Is
  7. 7. CONTENT IS EVERYTHING The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  8. 8. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  9. 9. COMPLICATED The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties It’s
  10. 10. Four key content trends driving 2014+ The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  11. 11. Trend #1 PERSONALISATION The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  12. 12. 2013 – the year we all went mobile The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Personalisation
  13. 13. 2014 – the year the ‘selfie’ hit mainstream The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Personalisation
  14. 14. Savvy brands are already placing their consumer at the heart of their communications Coca Cola ‘Share a Coke’ Coca Cola ‘Christmas 2014’ The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Personalisation
  15. 15. 78% of consumers feel that brands that create unique and personalised content are more interested in building a relationship with them Google Think October 2014. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Personalisation
  16. 16. Trend #2 COLLABORATIVE The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  17. 17. 50% of Millennials refer to themselves as ‘foodies’ - BBDO Millennial Food Study Collaborative economy The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  18. 18. Airbnb and Uber offer a new service model for business Airbnb Uber Collaborative economy The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  19. 19. Feastly – Airbnb for Dinner Feastly homepage. Collaborative economy The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  20. 20. Trend #3 LOCATION The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  21. 21. Exciting new opportunities are becoming possible by using time & location. #lookup campaign from British Airways. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Time & Location
  22. 22. Brands trial iBeacon technology Carrefour Duane Reed iOS app The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Time & Location
  23. 23. Making your content relevant to what people want at a specific time or location is really smart Push for Hunger fridge magnet from Red Tomato Pizza. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Time & Location
  24. 24. Trend #4 EXPERIENCE OVER DATA The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  25. 25. Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler. P&G Interactive Infographic The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Data Information
  26. 26. Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler. Utility Nearest Coffee app from Illy. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Data
  27. 27. Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler. Starbucks ‘Tweet a Coffee’ Budweiser Buds for Buds The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Data Monetary
  28. 28. Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler. Xbox Live, Netflix The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Data Entertainment
  29. 29. YOU NEED A PLAN WHEN IT’S THIS CRAZY The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  30. 30. A plan ...plans require a why, who, what, where, how and when. Content strategy is about figuring out the best way for content to help you accomplish something. A business objec<ve ...which is SMART. What exactly is content? The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties A DEFINITION
  31. 31. Customer Paid Owned Network Borrowed CRM Research Insights Content Mix Where Physical Digital Real-­‐<me The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Keywords Messaging Corporate Stakeholders Value Exis<ng Subjects Who & What Search Insights Measurement Framework Objec<ves Why Social Media Monitoring Insights Building Governance Re-­‐purpose Calendar Create Format Budget People How & When Processes Shelf-­‐life Tone of Voice PlaRorms Facebook TwiSer Pinterest Broadcast A/B Tes<ng Recommenda<ons Outreach Targets Media Rela<ons THE PLAN Decision Brand Marcom Ac<vi<es Making Criteria Rela<onship Stage Personas Customer Exclusive
  32. 32. Why A Stages 1 & 2 What Is Where does a content strategy fit within a broader strategic context. Why do we need a Content Strategy. Who, What and Where B Stages 3 & 4 Design Audience Rela<onship Journey Frameworks for Explorer Families and Independent Adults. Stages 5 & 6 Capture a comprehensive view on what content is currently being used. How and When C Stage 7 Analyse the completed Audience Rela<onship Journeys to iden<fy how the current ac<vi<es need to change. (Start, Stop, Con<nue). Next Stages – Not scoped Revise all ac<vi<es with due considera<on to measurement, budgets and capabili<es, The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Capability D Stage 8+ Capability gap analysis and development. Looking at areas such as resources, skills & experience, organisa<onal design, processes, systems, infrastructure, culture and behaviors. Agree SMART objec<ves and the strategy. Agree this project scope, process and deliverables. CONTENT
  33. 33. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties The RESULTS • More Agile • Improved customer insight • More responsive • Clearer ‘truth’ of customer needs • Better forecasting of requirements • More pro-activity DAM Up To Eleven White Paper, Northplains, 2014
  34. 34. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  35. 35. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  36. 36. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties The CHALLENGE
  37. 37. Brand’s Needs W X Y Z A B C D E F Customer’s Needs The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  38. 38. Introducing our CONSUMER JOURNEY FRAMEWORK The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  39. 39. PROGRAMMATIC MEDIA Programmatic media buying for the new brand launch Programmatic social media buying for marketing campaigns The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
  40. 40. Social Sampling The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties OUTREACH
  41. 41. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties OUTREACH Blogger Events
  42. 42. RESULTS +227% increase total page reach The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Key
  43. 43. RESULTS +158% Facebook post reach The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Key
  44. 44. RESULTS +337% increase community engagement The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties Key
  45. 45. Thank you @howard_scott @headstream The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

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