Consumers have more choice and more control, and they care less about traditional advertising. Brands are desperately trying to find effective ways to capture and sustain their attention, but the flood of content in the system does not make that task easy…
As highlighted by this slide.
In the minute it takes to present, 194,000 apps will be downloaded by Apple users, 400 hours of video will be uploaded to YouTube, there will be 5.6 video views on Facebook, 2.4m searches on Google, 7m Facebook messages sent.
Facebook alone delivers three billion video views a day.
I think you get the picture…
In a 2015 study, apparently 56% of online ads exposures came from robots, not humans. In a US study, the use of ad-blocking software is growing by 41% a year. And according to some more US research, you’re more likely to survive a plan crash than click on a banner ad.
And given all these challenges, many brands have been trying to developing their approach to content marketing…but have just ended up filling the pipes with more and more irrelevant or ill thought out content.
As the statistics prove, many brands now believe that content is increasingly important in their marketing, and are adjusting their budgets accordingly. Yet, while being bombarded from all sides by those organizations that can offer content services and solutions, there is often a lack of clear guidance as to why, where, when and how it should fit into their media and marketing plans.
People, especially teens and young adults, want control. They want to control what they watch, when they want, on the device they want it on.
And if they can’t find your content, or it needs to buffer you are dead…and they won’t come back. The consumer has never been so in control and if we as an industry don’t understand this, we would never have learned the lessons from the music industry which have struggled for the last decade to find a revenue model that works.
People are binge-viewing like never before. You can watch a whole 12-episode series in a half day and a lot of people do.
Binge viewing is the new normal.
In a recent study in the USA, 61% of all adults admitted to binge-viewing regularly which means watching at least 2-3 episodes back to back. 73% of that 61% though binge on up to 5-6 episodes at a time in a single-sitting.
To make this positioning clear we are proposing a new planning approach Really a story telling approach Helps us build answers to our two questions Consistent MEC style of thinking about content (from SEO through to Sponsorships)
Role of Content Marketing for the biggest brands
THE ROLE OF CONTENT MARKETING FOR THE BIGGEST
PART OF GROUPM, THEMEDIA INVESTMENTMANAGEMENT ARM FOR WPP
BRANDS ARE FIGHTING
FOR ATTENTION IN A
IN THE MINUTE IT
apps downloaded by
hours of video
uploaded to YouTube
photos uploaded to
video views on
CONSUMERS ARE AVOIDING OR BLOCKING MANY BRAND
TOO MANY BRANDS
“FILL THE PIPES”
WITH IRRELEVANT OR
PLAIN BAD CONTENT
value created by
touch points to
deliver the right
messages at the
LINKING CONTENT RECOMMENDATIONS TO BUSINESS AND
COMMS TASKS ON THE PURCHASE JOURNEY
We create content that
measurably improves your
Source: Andrew Davis and a few tweaks from me
Developing an ROI / ROO Framework
• Linking Framework to Communication Tasks and Objectives
• Setting SMART Objectives
5 Key Takeaways
1. Define the role of content within your communication strategy
2. Insight driven content strategy
3. Link your content solutions to the purchase pathway challenges the
4. Consider all formats & content creation solutions
5. Personalise, optimise, measure and course correct