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BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn

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BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn

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BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn

  1. 1. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Content Performance Marketing Building A Blueprint For Success Sept. 2015 Michael Kahn CEO, Performics Worldwide Michael.Kahn@Performics.com @performics
  2. 2. @brightedge #share15 Michael Kahn CEO, Performics Worldwide A Global Performance Marketing Agency Motivate Participation Drive Performance Optimize for Action
  3. 3. Practical Takeaways @brightedge #share15 Unrelenting need to satiate content hunger via relevancy Content relevancy & consumability now crucial to SEO success Content as the connective tissue in marketing ecosystem Understanding intent key to content creation & optimization
  4. 4. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE The Content Marketing Explosion & Marketer Challenges
  5. 5. @brightedge #share15 Consumers Hunger for Content, but Many Marketers Don’t Deliver • 70% want to learn about products through content, rather than ads • 27M+ pieces of content shared online each day • Earned content influences purchase decisions for 55% Inc. 2014; WebDAM Solutions, NewsCred, 2014; Econsultancy 2014; • 44% of marketers are challenged in producing enough content • 24% can’t get audiences to engage with their content • 65% don’t have a formal content strategy • 60% of marketers think their content isn’t optimized Eloqua (Feb. 2014), n. 250; Content Marketing Institute (2015) n.5000 (N. Amer.B2C) but ...
  6. 6. @brightedge #share15 Marketers also Struggle to Measure Content ROI • Only 24% of marketers rate their company’s ability to measure ROI from content marketing as “good” – Falls well below email, paid search & display Econsultancy (2014), n.217, global WE SEE MARKETING LEADERS REINING IN A PORTION OF THEIR CONTENT MARKETING SPENDING UNTIL THEY CAN RELIABLY MEASURE ITS PERFORMANCE, POINT TO BUSINESS IMPACT, AND ACHIEVE THE SCALE AND CONTROL CURRENTLY AFFORDED BY PAID MEDIA. (Gartner)
  7. 7. @brightedge #share15 Time for a Change in Mindset! • In regard to effect on top-level growth (revenue, share & conversions), Content Marketing ranks #5 in value to CMOs
  8. 8. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE The Performance Content Imperative
  9. 9. @brightedge #share15 From SEO to Performance Content • No matter the algorithm update—Panda, Penguin, Mobilegeddon—Google now favors content that’s: 1. Highly valuable to users 2. Structured in a consumable way (especially on mobile) • The era of relevant content in organic search is here to stay • Winning requires a change in mindset—from SEO to Performance Content Performance Content Creating & optimizing effective, actionable content in pursuit of our brand ROI goals
  10. 10. @brightedge #share15 Content as Connective Tissue: Future of Performance Keywords to Content P to POE Pull to Predictive Mass to Moment Share to Sales Universal Discoverability Portfolio Management Enabled Commerce POE Cohesiveness
  11. 11. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Creating & Measuring Performance Content
  12. 12. @brightedge #share15 Understanding Intent Fuels Content Creation & Optimization Serves intent Stimulates intent Search Social Intent is the largest marketing variable. It shapes how people discover content, dictates paths to purchase & mediates meaningful interactions with brands regardless of media type
  13. 13. Uncovering Intent Thru Data & Analytics Searches for store increase by 33% Average online sale $45 Find her where she’s active Fall campaign ads drive 9 million impressions Women aged 19-29 value price over brand 1,209 active SKUs on display Recent searches Coupon website Leather jacket customer review Top fall trends for 2014
  14. 14. @brightedge #share15 • Primary research • Brandwatch • SocialTools • Benchtools • eMarketer • Forrester Research Initial Intent Hypothesis Planning & Insights Refined Intent Hypothesis Analytics + Planning & Insights Testing, Learning, Scaling Analytics Outputs Sourcesof Data • Glance • Google Analytics • CRM Data • YouTube Analytics • Bluekai • Axiom • Client Brief • Draft KPIs • Tech & Data Audit • Content Audit • Digital Maturity Plan • CX Loop • Audience Segmentation • Learning Agenda • Organizing Idea • Brand Experience Map • Performance Strategy, Activation & Optimization Intent-based Planning Methodology
  15. 15. @brightedge #share15 Performance Content Creation Process Aligned to Audiences Customize & target messaging & experience to intent Quantitative Optimization Testing methodologies to determine winning messages & experiences for each audience Search Social Display First & Third Party Data Insights Text Image Video Content Matching/Creation Engine Brand Assets
  16. 16. @brightedge #share15 Performance Content ROI Measurement Process AllocateAttributeScore Analyze Analyze Content KPIs (Engagement, Leads, Sales) Score Score & Weight Content Contribution to KPIs Attribute Attribute Content Value across Entire Path-to-Purchase Allocate Allocate Resources/Budget Based on Value of Each Content Touchpoint on Top-Line Growth (Conversions!) Analyze
  17. 17. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Success Stories
  18. 18. @brightedge #share15 From Intent, to Content, to Conversion $1M Incremental Revenue Content optimization based on intent insight from consumer engagement data reduced page abandonment +11% Category Revenue Increase Inspiring earned content (with valuable social signals to search) boosted category-related keyword organic rank by 43%, driving incremental conversions $10M in Paid Search Value Reallocated paid spend by focusing on improving organic visibility for most expensive paid keywords
  19. 19. Practical Takeaways @brightedge #share15 Unrelenting need to satiate content hunger via relevancy Content relevancy & consumability now crucial to SEO success Content as the connective tissue in marketing ecosystem Understanding intent key to content creation & optimization
  20. 20. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Thank You! Michael Kahn Michael.Kahn@Performics.com @performics

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