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Content Marketing - Planning, Publishing & Measuring

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"Content Marketing is one of 2014's hottest marketing phrases. Learn what it is and what its role is in travel and tourism. Learn how to produce viral content that deeply engages consumers in step-by-step, from planning through execution.

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Content Marketing - Planning, Publishing & Measuring

  1. 1. CONTENT MARKETING Planning, Publishing & Measuring An Educational Presentation
  2. 2. Your Presenter: Ryan Thompson Chief Executive Officer + Partner, Aria ! ryan@ariaagency.com! @ryanathompson
  3. 3. Red Bull • Free events • Mixed Media
  4. 4. #ShipMyPants! Campaign Audience Awareness Engagement ROI 12,000,000 views / 10 days ! 21,000,000 views to date 963,434 Shares ! One post: 39,000 Likes 20,000 Shares Media value: $3,800,000 ! (More than a Super Bowl Ad) Younger than prior efforts ! 18-44 demographic
  5. 5. Introduction
  6. 6. “ – 2014 Content will continue to reign as king.
  7. 7. Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. CONTENT MARKETING DEFINED Content Marketing Institute
  8. 8. Educational, Entertaining, Valuable, Exclusive, Endearing, Non-sales CONTENT MARKETING IS
  9. 9. CONTENT MARKETING IS STORYTELLING + PROMOTION
  10. 10. The Brand with the Best Story Wins
  11. 11. SO STORY ISABSOLUTELY! INCREDIBLY! IMPORTANT?
  12. 12. LET’S BE HONEST WITH OURSELVES! CONSUMERS ARE IN CONTROL AND THEIR CONTROL IS INCREASING !
  13. 13. LET’S BE HONEST WITH OURSELVES! MOST CONSUMERS DON’T WANT TO SEE OUR ADVERTISING !
  14. 14. LET’S BE HONEST WITH OURSELVES! TRAVELERS TRUST REVIEWS FROM COMPLETE STRANGERS MORE THAN BRAND ADVERTISING !
  15. 15. “ – 2014 Millennials are driving meteoric demand for new travel content
  16. 16. “ – 2013 Demand Metrics 78% of CMOs see custom content as the future of marketing
  17. 17. “ – 2014 Content Marketing delivers 54% more leads than traditional efforts
  18. 18. Washington, D.C. (August 25, 2014) — As of Monday, August 25, The ALS Association has received $79.7 million in donations compared to $2.5 million during the same time period last year (July 29 to August 25). ! These donations have come from existing donors and 1.7 million new donors to The Association.
  19. 19. 2013 2014 $0 $20,000,000 $40,000,000 $60,000,000 $80,000,000
  20. 20. “Television advertising won’t be replaced any time soon, but an increasing amount of many brands’ marketing resources are going toward alternative Internet-based videos, which will never make it past the computer screen.
  21. 21. “As they push the boundaries of the Internet video format ever further they are becoming entertainment in their own right.
  22. 22. Content delivered socially will continue to outpace other forms THIS IS THE NEW NORMAL
  23. 23. Planning & Publishing
  24. 24. PEOPLE [WRONGLY] CALL CONTENT MARKETING BRAND JOURNALISM
  25. 25. IT IS BRAND PUBLISHING
  26. 26. AND IT STARTS WITH BRAND
  27. 27. MATCH YOUR BRAND TO CURRENT & PROSPECTIVE AUDIENCES
  28. 28. BUILD YOUR CALENDAR AND RUN IT LIKE A MAGAZINE
  29. 29. CREATE! BUT ALSO CURATE
  30. 30. WITH STORY DONE, ! THINK ABOUT CHANNELS
  31. 31. `
  32. 32. THIS IS THE MISSION AND ITS A LONG ONE
  33. 33. OLD DAYS: PUMP ALL DOLLARS INTO PAID MEDIA
  34. 34. TODAY: ! FOCUS ON CONTENT AND ELEVATE WITH MEDIA
  35. 35. Measuring
  36. 36. THIS IS A MARATHON NOT A SPRINT
  37. 37. Define your objectives We think they should be: 1) Awareness! 2) Engagement! 3) Conversion
  38. 38. Objective:! Awareness{‣ Website traffic volume ‣ Website traffic referrals ‣ Inbound links from third-parties ‣ Inbound search volume ‣ Email subscriber database growth ‣ Social friends, followers, fan volume ‣ Social share of voice / Influence ‣ Earned media coverage
  39. 39. Objective:! Engagement{‣ Website time on site ‣ Website repeat visits ‣ Website bounce rate ‣ Social friends engagement ‣ Social sharing ‣ Recommendations ‣ Reviews ‣ Email opens / clicks
  40. 40. Objective:! Conversion {‣ Ecommerce Sale ‣ Website inquiries ‣ Third-party hotel booking ‣ Visitor guide download ‣ Website goal conversions ‣ Contest entries
  41. 41. Take Action
  42. 42. TAKE ACTION ! 1 KNOW THYSELF. Your value proposition must simply answer two questions: Why do I exist and what difference does it make to my audience’s life? This must be the beginning of your effort because without it, you could be improperly positioned. Its ok to be aspirational but be sure you are realistic enough to fulfill those aspirations.
  43. 43. TAKE ACTION ! TAKE 2 A CONTENT FIRST APPROACH Content must never be the afterthought in marketing. Following your value proposition, define the messaging and topics that are relevant to your initiatives.
  44. 44. TAKE ACTION ! 3 TELL STORIES We’ve all heard debates about “the greatest story ever told”. The best stories do in fact have a beginning, middle and end. Your job must be to frame compelling stories within the realm of your campaigns.
  45. 45. TAKE ACTION ! 4 ACCEPT AUDIENCE CONTROL Unlike classic storytelling, modern brand stories delivered digitally will not (and should not) be fully within our control. Our audience interaction will take the story to new, different and perhaps unimagined places. We must accept this reality if we accept that 2- way interaction is important.
  46. 46. TAKE ACTION ! MEDIA SUPPORTS THE CONTENT. PERIOD. 5 Paid Media is simple one of a number of distribution channels for our content stories. Concept your campaign, get the story right and then determine how to distribute it.
  47. 47. TAKE ACTION DEMAND MEANINGFUL OBJECTIVE-BASED REPORTING! 6 5,000,000 impressions for $5,000! What a deal, right? The reality is that impressions alone are as worthless as the junk mail in your mailbox. Impressions are not a signal of positive ROI. Meaningful engagement metrics are monumentally more important.
  48. 48. Giveaway According to marketing experts, when was the first piece of content marketing published by a brand?
  49. 49. In 1895, John Deere began publishing The Furrow
  50. 50. Giveaway Today (8/27/2014), Instagram released another game changer called _______?
  51. 51. DisruptionBook.com Disruption: Destination Marketing in the Post-Advertising Age by Aria Founder & CEO, Ryan Thompson
  52. 52. Q&A w t ariaagency.com @ariaagency Aria is an award winning Dallas-based independent full service agency with more than a decade in destination, real estate and economic development marketing
  53. 53. Music! ! Daft Punk - Tron Legacy - Overture Daft Punk - Tron Legacy Reconfigured - The Son of Flynn Daft Punk - Tron Legacy Reconfigured - End Titles Get our Story Marketing ! Thought Paper via email by Photography sending & a Videomessage ! to: ! Ryan@AriaAgency.Flickr.com Wikipedia Commons com Pond5.com FastCompany.com ! ! ! Aria, the Aria logo, and all design elements are the servicemarks, trademarks, or registered trademarks owned by AriaMedia Corporation. All other servicemarks and trademarks are the property of their respective owner. ! Copyright © 2014 AriaMedia Corporation. All rights reserved. An Educational Presentation

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