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How To Value Digital Content - Financial Services Forum - Simon Bennison

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19/04/2016 A presentation by Caliber's Head of Content Marketing, Simon Bennison, to the Financial Services Forum. Delivering a clear content strategy differentiates the winners and losers in today’s noisy market place. How well do you deliver an multi-channel content experience to your clients?

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How To Value Digital Content - Financial Services Forum - Simon Bennison

  1. 1. HOW DO YOU PUT A PRICE ON DIGITAL CONTENT?
  2. 2. YOU’VE HAD A ROUGH FEW YEARS
  3. 3. BUT THINGS MAY BE ON THE UP
  4. 4. Source: Edelman Trust Barometer 2016 Trust in financial services is increasing 40% 45% 50% 55% 60% 65% 70% 75% 80% 2012 2013 2014 2015 2016 Technology Food & Beverage Consumer Packaged Goods Telecommunications Automotive Energy Pharmaceutical Financial Service Financial Services +8% Automotive -9%
  5. 5. YOU’VE INVESTED A LOT OF MONEY IN PAID MEDIA
  6. 6. U.S. Online Ad Spending, by Industry, in Billions 2011 2012 2013 2014 2015 Retail $ 6.78 $ 8.10 $ 9.12 $ 10.12 $ 11.08 Financial Services $ 3.72 $ 4.28 $ 4.70 $ 5.13 $ 5.54 Telecom $ 3.62 $ 3.84 $ 4.15 $ 4.40 $ 4.57 Automotive $ 3.47 $ 4.16 $ 4.78 $ 5.43 $ 5.97 FMCG $ 2.46 $ 3.17 $ 3.78 $ 4.34 $ 4.95 Source: eMarketer
  7. 7. BUT THE COST IS GOING UP
  8. 8. Source: Search Engine Watch The most expensive keyword in the UK Average Cost Per Click on Google AdWords
  9. 9. SO YOU NEED OWNED AND EARNED MEDIA TO WORK HARDER FOR YOU
  10. 10. BUT IT’S HARDER TO MEASURE
  11. 11. AND EASIER TO PRICE GOOD THAN GREAT
  12. 12. GOOD MIGHT MEAN £20,000 YOU’LL NEVER SEE AGAIN
  13. 13. GREAT CAMPAIGNS REQUIRE A PURPOSE AND GENERATE A RETURN
  14. 14. HOW DO YOU GET TO GREAT?
  15. 15. BOOK BY RICHARD RUMLET
  16. 16. The Kernel of Good Strategy 1. A diagnosis of the nature of the challenge 2. A guiding-policy to deal with the challenge 3. A set of coherent actions to carry out the guiding policy
  17. 17. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content. To attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action. Content Marketing Institute
  18. 18. DON’T LET SHORT-TERM THINKING KILL LONG-TERM SUCCESS
  19. 19. State of Payments • Interactive annual report • Responsive design • Visits up 214% • 15% share rate
  20. 20. Name Our Plane • 1.1 million sessions • 31,000 entries • 500,000 votes • 94 links • £128k of news coverage
  21. 21. HYGIENE CONTENT SEO is vital to performance LANDING PAGE 3 LANDING PAGE 2 Hygiene / Hub / Hero Strategy HUB CONTENT Engagement is everything HERO CONTENT Impacts higher up the funnel BLOG CAMPAIGN LANDING PAGE 1 ALL CONTENT SUPPORTS EACH OHER IN A ROUNDED CAMPAIGN
  22. 22. START WITH THE CUSTOMER
  23. 23. Where are they in their journey? See Think Do Care From Avinash Kaushik’s Model
  24. 24. The right content at the right time Stage Largest addressable audience of: The role of brand and content: See People with money to invest Help people LEARN Care People who bank with you and would recommend you Help people ENJOY Think People thinking about starting a business Help people CHOOSE Do People looking for financial support to start a business Help people BUY LOW INTENT HIGH VOLUME INCREASING INTENT HIGH INTENT MEDIUM VOLUME LOW VOLUME HIGH ADVOCACY LOW VOLUME From Avinash Kaushik’s Model
  25. 25. Measured by what it can realistically achieve See Think Do Care Links Time on site Transactions Social Shares Traffic Bounce rate Revenue Social Followers New visitors Add to basket Purchase Returning visitors Referrals Click through rate Enter competition Visitor loyalty Impressions Page depth Email sign up Views User action event Campaign mentions Conversion rate
  26. 26. THANK YOU Simon Bennison Head of Content Marketing Caliber Tw: @simonbennison E: simon.bennison@caliberi.com Li: /simonbennison

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