Matthew Clyde's Ideas Collide Marketing Communications
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Matthew Clyde founded Ideas Collide Marketing Communications in 2005. The document discusses how content marketing is evolving and must be personalized, valuable, and anticipated across all channels of the customer journey. It emphasizes putting content at the center, and focusing on the right content delivered instantly wherever customers are engaged. The discussion recommends treating data as another form of content to tell stories, and shifting metrics to better measure engagement and attention. Content marketing must now grow up by becoming more data-driven, using marketing automation to unify planning and execution, employing visual and sensory storytelling, and delivering consistently across all omni-channel touchpoints.
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Matthew Clyde's Ideas Collide Marketing Communications
- 1. MATTHEW CLYDe, founder Ideas Collide Marketing Communications Est. 2005 Phoenix | PortlanD
- 2. Hello & Thank you. MATTHEW CLYDe, founder Ideas Collide Marketing Communications Est. 2005 Phoenix | PortlanD
- 3. Connect .com
- 4. ideas*collide CUSTOM MARKETING SOLUTION STUDIO CONTENT DEVELOPMENT to MARKETING AUTOMATION
- 6. content marketing is growing up, are you growing up with it? MATTHEW CLYDe, President Ideas Collide Marketing Communications
- 7. SESSION – Content Marketing Why content marketing is at the center Explore how content marketing Is evolving Inspire & Spark ideas OR NEW solutions
- 8. Customer Journey • RELEVANT • VALUABLE • ANTICIPATED • PERSONALIZED
- 9. Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...
- 10. Constantly Feed the Content Flight Plan
- 12. content itself is the fuel that powers the entire modern marketing engine. Brands MUST NOW put content at the center of the holistic customer experience they provide — every channel, every Source, Mashable
- 14. 9 out of 10 businesses are doing content marketing in some way, but their success rate is only about 30%, content marketing institute 2015
- 16. The focus will be shifting from simply creating ‘more’ content to serving the ‘right’ content; hyper- relevant content delivered instantly to them wherever they are engaging — social, email, or any channel… – Amanda Todorovich, content marketing director, Cleveland Clinic
- 17. photo sourced from shutter stock 70% of consumers prefer Getting to know a company via articles rather than ads.
- 18. photo sourced from shutter stock Waiting & HUNGRY on their journey
- 20. 74% of online customers frustrated with brands that deliver content that appears to have nothing to do with their interests. JanraiN, 2015 photo sourced from shutter stock
- 22. • MARKETING Automation • Visual IMPACT • Sensory ENGAGEMENT • Data DRIVEN • Omni-CHANNEL How? growing up
- 24. Content Marketing Planning & Marketing automation UNIFYING BOTH IN A FRAMEWORK PROCESS
- 25. Content Marketing Planning & Marketing automation 1.SET OBJECTIVES 2.Define personas
- 26. PERSONAS
- 27. Content Marketing Planning & Marketing automation 3. Document THE PURCHASE PATH & the customer JOURNEY
- 28. Customer Journey intersection points / path to connect and influence • RETAIL • WEB • SOCIAL • EMAIL • EVENTS • GAMING • WEBINAR • CATALOG • MASS MEDIA • KIOSK • mobile
- 30. Content Marketing Planning & Marketing automation 4. Create content • Map content to the journey • Address persona pain points • Provide value ( don’t just ask or remind: drink more ovALtine) • Identify / use tools to prep publish &
- 31. 4 PHASES OF NURTURE Phase 1: Awareness Phase 2: Interest Phase 3: Consideration Phase 4: Purchase Intent Nurture Campaign Overview
- 33. Content Marketing Planning & Marketing automation 5. SET BENCHMARKS • Scoring model • Conversion points • Kpi’s
- 34. SCORING MODELS A1 A2 A3 A4 B1 B2 B3 B4 C1 C2 C3 C4 D1 D2 D3 D4 Engagement ProfileFit
- 35. Content Marketing Planning & Marketing automation 6. PUBLISH, MEASURE & OPTIMIZE
- 36. CONTENT FRAMEWORK PROCESS INVENT / INTEGRATE / IMPACT
- 37. • Explore and set a TOOL: from SIMPLE to complex enterprise systems • DEFINE YOUR OBJECTIVE & CUSTOMER JOURNEY • Develop Personas • HAVE CLEAR Road Map – HOW WILL YOUR CUSTOMER CHOOSE THEIR Take Note MARKETING Automation
- 38. Visual IMPACT
- 39. Brands will need to experiment with just about any form of digital storytelling as the competition for attention time only gets fiercer. —Ari Kepnes, Content Strategist Visual IMPACT
- 40. Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish... the competition for attention
- 43. We don’t make jeep. You do. #MyJeepStory
- 45. Visual Storytelling Rule make me care & then I WILL share
- 47. Paul Mitchell | Graphics | Personal Stories & Charity Give Back Messaging
- 50. INSPIRE PASSION Make me CARE & SHARE
- 51. Be simple.
- 52. SIMPLE IDEAS CAN STILL BE BIG IDEAS.
- 53. SIMPLE IDEAS CAN STILL BE BIG IDEAS.
- 55. 360 prototype – Suns LINEUP
- 56. It doesn’t have to be studio produced to get big results• Film studio in hand via mobile devices • Visually present your concept, storyboard, bring to life/market • Constantly FEED YOUR content FLIGHT PLAN
- 57. BE ready.
- 58. LIVE FROM … MORE IN THE MOMENT CONTENT
- 59. • BE BOLD – EMOTION DRIVES ACTION • BE SIMPLE • BE AGILE • BE READY Take Note VISUAL IMPACT
- 61. appeals to all the senses – MORE ENGAGEMENT & INTERACTION WITH the brand USING THE SENSES to relate with customers on an emotional level.
- 62. Video HAS BEEN THE rage … Now the MOST innovative brands will follow suit with virtual reality, building dedicated destinations for high-touch
- 64. Sensory Technology – Personal Attention Consumers will spend only three seconds looking at a smart watch HOW WILL your brand communicate valuable information in a "glanceable" time frame?
- 65. • 3- 8 second engagement • Integration of platforms FOR MULTI-TOUCH: Periscope to snap chat • Virtual reality / 360 Video expansion & growing OPPORTUNITIES • What can you do to make Take Note
- 66. Data DRIVEN
- 67. DaTA - Overwhelming - complex - overload
- 68. Data IS CONTENT
- 69. Treat Data SAME AS YOUR CONTENT MARKETING PLAN
- 71. Data CONCISE Short attention span Inform PERSONA engagement
- 72. Data can be repurposed from many sources 1 Data Point / Multiple Sources of Content
- 73. 2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
- 74. 2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
- 76. TELL A STORY WITH YOUR DATANOT NEW approach. JUST MORE PRESSURE TO EXTRACT & DELIVER CLEAR Meaningful data
- 77. SHIFTING metrics TRADITIONAL NEW / ELEVATED METRICS• Page views • CLICK THRU • Email CAPTURE • Single Attribution • ENGAGMENT & ATTENTION MINUTES ON CONTENT • FULL conversion path, SCORING MODELS • PROFILE CAPTURE, content path SELECTED • mulTI-point attribution
- 78. Simple/USEFUL (BASICS) Google Analytics Facebook Insights Hootsuite Pro MiniTab 17 INDEPTH & ELEVATED DATA INSIGHT Tableau SAP ORACLE SRM Adobe
- 79. DATA WILL SHAPE THE real story TO TELL Tell you … WHAT THEY WANT TO TALK ABOUT NOT WHAT YOU WANT TO TALK ABOUT…
- 80. Business intelligenc e map against business intelligenc e – developed by Gridwww.g2crowd.com/grid_report
- 81. • Invest in the data to extract the story • DATA Elevates your engagement, response to deliver enhanced content marketing • TARETING: Right MESSAGE, RIGHT MEDIUM • BETTER PINPOINTING Take Note
- 82. Omni CHANNEL
- 83. Customer Journey • RETAIL • WEB • SOCIAL • EMAIL • EVENTS • GAMING • WEBINAR • CATALOG • MASS MEDIA • KIOSK • mobile
- 84. ideas abound
- 85. Super bowl ADS, SUPER CONTENT
- 86. Mini coke – Super bowl CONTENT
- 87. Customer Journey • RELEVANT • VALUABLE • ANTICIPAT ED • PERSONA LIZED
- 88. Customer Journey • MARKETING AUTOMATION • Visual IMPACT • Sensory ENGAGEMENT • Data DRIVEN • OMNI-CHANNEL
- 89. Connect
- 90. Thank You
Editor's Notes
- AZ MAP SHOT OF DOWNTOWN
- Mashable http://mashable.com/2015/12/18/content-marketing-predictions/#k8sOl7SRtuqd
- Mashable http://mashable.com/2015/12/18/content-marketing-predictions/#k8sOl7SRtuqd
- http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- Whatever method used to “touch” a prospect could be counted towards nurturing them and keeping them in the buying cycle. APPROXIMATELY 6 EMAILS PER PHASE: Each email has an accompanying landing page to download asset, progressive profile questions and scoring mechanism, along with a “Raise Your Hand” question.
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- NOT LINEAR MULTI_DEMENSIONAL DESPITE COMLEXITIES, SOPHISTICATED TOOLS CAN MAP TO BASIC STEPS A foundational STEPS to deliver mapped for any size of organization from start up, non-profit to multiple-stakeholder enterprise
- REFLECT THE PASSION IN THE CONTENT YOU ARE CREATING – REFLECT THE PASSION in the CONTENT, it will INSPIRE YOUR CUSTOMERS and ENGAGE THEM FURTHER
- DRIVE THE PASSION CONVERSATION FIND THE THING THAT WILL INSPIRE PASSION CREATE CONTENT THAT WILL IGNITE PASSION and BUILD PASSION IN YOUR COMMUNITY IN this case from Paul When fans use #givingismystyle on Instagram and Twitter, the brand donates $1 to the charity of their choice. The prize was for the fan and their friend to share the In total, the hashtag generated more than 45,000 impressions in December
- REFLECT THE PASSION YOU HAVE FOR THE PRODUCT IN YOUR CONTENT TO IGNITE YOU CUSTOMERS IF they CARE – THEY WILL SHARE
- AGILE. PROTOTYPE. TEST MARKET OPTIONS.
- Mashable http://mashable.com/2015/12/18/content-marketing-predictions/#k8sOl7SRtuqd
- Goes with Data and Analytics
- Goes with Data and Analytics
- Goes with Data and Analytics
- Update content, format to new look feel: 1 Concept / 1 Presentation 1 - 30 Second Videos – Used in Pre-Roll Ads on Hulu 2 - Mini-short videos: 6-seconds for Vine, 15 Second for Instagram 4 – Short blog posts 6 – infographics 12 – Series of Printables
- TO BETTER DETERMINE FUTURE MORE DATA DOESN’T MEAN THERE IS BETTER DATA STACK SOLUTIONS
- Mashable http://mashable.com/2015/12/18/content-marketing-predictions/#k8sOl7SRtuqd New:Traffic sources (perhaps profiling your sources of who and where they're coming from) New: Bounce Rate New: Qualitative - Comments and negative feedback on social media and creating model where these can be tagged and weighed.