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Unlocking content demand in a new era of marketing (Sept 2019)

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We're in a new era of marketing; one where demand for quality content is so fractured that just doing 'great content' isn't nearly enough. Using a research approach called Content Demand Research, I discuss how to identify the unique role that a brand's content can fulfil for their target audience.

I gave this talk at the September 2019 Aquent/Firebrand/Vitamin T #Digitalks event in Melbourne and Sydney.

Published in: Marketing
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Unlocking content demand in a new era of marketing (Sept 2019)

  1. 1. Unlocking content demand 
 in a new era of marketing @hackjack #digitalks
  2. 2. Hello 👋 @hackjack
 #digitalks Now Before
  3. 3. What percentage of consumers want content from brands? @hackjack
 #digitalks 24% 47% 75% 90%
  4. 4. @hackjack
 #digitalks Source: Havas Meaningful Brands, February 2019 90% of consumers want content from brandS
  5. 5. How much of that content is not meaningful? @hackjack
 #digitalks 32% 41% 58% 70%
  6. 6. @hackjack
 #digitalks Source: Havas Meaningful Brands, February 2019 58% of content from brands is ‘not meaningful’
  7. 7. What percentage of brands do people not care about? @hackjack
 #digitalks 16% 38% 60% 77%
  8. 8. @hackjack
 #digitalks Source: Havas Meaningful Brands, February 2019 People wouldn’t care if 77% 
 of brands disappeared
  9. 9. 77% 23% It’s great content that 
 ‘creates meaningfulness’ @hackjack
 #digitalks Source: Havas Meaningful Brands, February 2019 Entertain Educate Inform Help RewardInspire
  10. 10. @hackjack
 #digitalks 70% of US consumers binge-watch TV The average duration of each binge-watch is five episodes Six to 10 hours played per week on average Most top 10 posts are 5,000 words or longer
  11. 11. @hackjack
 #digitalks Audiences demand quality We give 
 them crap
  12. 12. @hackjack
 #digitalks We’re in a new era of marketing
  13. 13. @hackjack
 #digitalks Average social shares dropped by 60% Average social shares tripled Source: BuzzSumo Content Trends, March 2018 from 2015 to 2018
  14. 14. @hackjack
 #digitalks A new era of marketing driven by a demand for content that is authoritative insightful personal Original human
  15. 15. @hackjack
 #digitalks What content does the audience demand from your brand?
  16. 16. Content demand research @hackjack
 #digitalks Editorial insights Unlock audience interests and influences Behavioural insights Unlock audience preferences and triggers Search insights Unlock audience problems and questions
  17. 17. @hackjack
 #digitalks
  18. 18. @hackjack
 #digitalks Unlocking search insights
  19. 19. @hackjack
 #digitalks Unlocking behavioural insights
  20. 20. @hackjack
 #digitalks Source: Variety, February 2018 Unlocking editorial insights
  21. 21. @hackjack
 #digitalksView this video on YouTube at https://youtu.be/cHZ4FBOTZ2A
  22. 22. @hackjack
 #digitalks Over 400,000 bikes sold Bikes used 13x per month OVER ONE MILLION MEMBERS 96% customer retention Source: The New York Times, August 2018 Unlock the demand 🎉 win big 🎉
  23. 23. Content demand research @hackjack
 #digitalks Editorial insights Unlock audience interests and influences Behavioural insights Unlock audience preferences and triggers Search insights Unlock audience problems and questions
  24. 24. @hackjack
 #digitalks Search insights Unlock audience problems and questions 1 Start with the basics
 Really exceptional keyword research goes a long way 4 Validation by voice Using standout questions, run voice searches and take note of the answers 2 DIY search engine Sandbox your site and competitors’ sites to better spot opportunities 3 Question mining Pick a few forums in your niche and mine for intent- revealing questions
  25. 25. @hackjack
 #digitalks 1 Start with the basics
 Use first party data to establish behavioural trigger baselines 4 Map the ideal journey Identify the volume of content that drives ideal outcomes at each trigger Behavioural insights Unlock audience preferences and triggers 2 Scale your data Use second party data and/or targeting tools to scale your audience pool 3 Segment and test Create content for key triggers to test audience preferences
  26. 26. @hackjack
 #digitalks 1 Start with the basics
 Make a top 20 list of media and influencers your audience follows 2 Read and rate Consume a lot of content, scoring for relevance, uniqueness and expertise Editorial insights Unlock audience interests and influences 3 Find true influence Scrub best performing sources for fake or irrelevant audiences 4 Hone in on social Benchmark competitors’ social content for major topics of interest
  27. 27. @hackjack
 #digitalks Content demand statement A powerful, focused and actionable answer to the question ‘what content does the audience demand from your brand?’
  28. 28. @hackjack
 #digitalks Content demand statement What content does the audience demand from your brand? Content that highlights the positive impact a supportive and inclusive community can have on your own personal health and wellbeing
  29. 29. @hackjack
 #digitalks Source: Havas Meaningful Brands, February 2019 90% of consumers want content from brandS
  30. 30. @hackjack
 #digitalks Unlock the demanD WIN BIG
  31. 31. Get in touch andres@lopez-varela.com lópez-varela.com @hackjack + (61) 405 631 945 #digitalks

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