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Baidu World 2011

Content Marketing: How Content
Demand is Changing the Game!
内容营销: 内容需求如何改变游戏规则
Jeffrey Pruitt
CEO, ethology
Chairman, Search Engine Marketing
Professionals Organization (SEMPO)

2 September 2011
Agenda
• Content Marketing: The Why! 为何需要内容营销?

• Defining Content Marketing 定义内容营销

• Role of Publishers 出版机构的作用

• Search‟s Influence in Content Marketing 搜索对内容
  营销的影响

• Case Study 案例分析

• Content Marketing Game Plan 内容营销实施方案
Content Marketing: The Why!
为何需要内容营销?
Content marketing is a marketing
    technique of creating and
distributing relevant and valuable
 content to attract, acquire, and
  engage a clearly defined and
understood target audience - with
the objective of driving profitable
          customer action.
内容营销,指的是以建立和推广相关及有价
值的内容来吸引和获得明确的目标客户以达
  到盈利为目的的一种市场营销手段。
U.S. Consumption & Content Demand
美国广告市场和消费者内容需求
Time Spent Share                                                                                    8.1%         3.3%



             42.9%                                       25.2%                     15.6%



更多的上网时间=更多的内容需求                                         4.9%
Ad Spend Share more time online = increased demand for content
                                               16.5%


             42.7%                                  18.7%               11.0%


                                                                                0.5%                        10.6%
       TV       Internet           Radio           Mobile           Newspapers                Magazines
            eMarketer: Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share

                                                                                                                        5
Brand Study 品牌调研
• 3.3 billion mentions of a brand each day
• 2.4 billion conversations that involve a brand
  each day
• 1.4 impressions per conversation
  What effect does the Internet have on these conversations?
                    互联网对不同阶段对话的影响




       Before              During              After
     Conversation        Conversation       Conversation
                                                               6
Key Findings 调研结果
•   Search impacts 15% of all WOM conversations
•   Google is the #1 spark of WOM conversations
•   Google is the #1 place people turn to after conversations
•   Google informs 146 million daily brand conversations
•   Search makes WOM impressions 25% more credible
    and 17% more likely to purchase than social media sites.




         Before            During            After
       Conversation      Conversation     Conversation
                                                                7
Measuring Online Brand Conversations
 评估网上品牌讨论
                               Role Internet In Purchase Behavior
                                     互联网对购买行为的作用
35%
          30%               30%
                                     Before      During     After
30%          28%
       25%                25%
25%                    23%
                                    22%21%
                                                      20% 20%
20%                                                19%           18% 18%              18%
                                                                   17%              16%
                                                                                16%
                                             14%                                                             14%
15%                                                                                               13%13%
                                                                                                12%              12%
                                                                                                         11%
10%

5%

0%
      Provided Extra   Find/Check     Sparked    Find Where to   Find Similar   Find Opinions    Used to   Resolved an
       Information        Price     Conversation   Purchase       Products       from Others    Purchase    Argument/
                                                                                                 Product    Discussion

         The Internet’s primary function continues to be to provide
      additional information about companies, products, and services
       互联网的主要作用仍然是提供关于企业,产品,以及服务的额外的信息
                                                                                                                         8
Measuring Online Brand Conversations
评估网上品牌讨论
      % of Brand Conversations Involving Media/Marketing
                         Offline Online

                      The majority of brand conversations occur
60%                                     online
50%         48%                     大部分的品牌讨论发生在网络
40%                       35%               33%
                                                           29%
30%
      24%           23%               23%
20%                                                  16%

10%

0%
      Internet      Point of Sale       TV             Print


                                                                  9
Measuring Online Brand Conversations
 评估网上品牌讨论
      % of Brand Conversations Involving Media/Marketing Reference
      Before or During the Conversation, or Info-Seeking Using Source
                            After Conversation
                        Internet     TV         Print     Radio
25%
      21%
            20%
20%                                                          19%
                                   18%

                                         15%
15%
                  13%
                                               11%
10%
                                                                   8%
                                                                        7%

5%                      4%
                                                     3%                      3%

0%
      Before Conversation          During Conversation       After Conversation
                                                                                  10
Top US Content Marketing Goals
网络营销重要目的(美国)
          Brand Awareness                                                    78%
            品牌知名度
  Customer Retention/Loyalty                                          69%
           顾客忠诚度
           Lead Generation                                       63%
           发展客源
      Customer Recruitment                                     61%
           客户招募
            Website Traffic                                55%
            网站流量
        Thought Leadership                              52%
           思维先驱
                     Sales                              51%
                     销售
              Lead Nurturing                37%
              客源培养
                               Marketing Profs: 2010 Benchmarks, Budgets & Trends

                                                                                    11
Content Used for Marketing Campaigns
   市场营销所用的内容
              Branded Content You Create                                                      73%
                         企业品牌内容
                            Expert Content                                                    72%
                             专家内容
                                    Videos                                   51%
                                    视频
                        User Case Studies                               45%
                          用户案例分析
                     User Content/Reviews                            41%
                          用户评论
 Information on Sales/Specials or Discounts                         40%
   折扣信息
                                Advertising                     35%
                                广告
Repurposed Content from a Media Company                    29%
   媒介公司再建内容
                        Talk Backs/Forums                  29%
                         论坛
                        Games or Contests             22%
                         游戏或比赛
                       Pre/Post Sales Q&A         17%
                       销售前/后问答
                                              eMarketer: Content Used for Social Media Campaigns

                                                                                                   12
Content Marketing Impact Online
  内容营销对网络的影响
                         Web Traffic                                                          56%
                        Direct Sales                                              49%
                  Sales Lead Quality                                       44%
      Qualitative Customer Feedback                                        44%
                 Sales Lead Quantity                             36%
                       SEO Ranking                     28%
          Increased Customer Loyalty                   28%
Benchmark Lift in Company Awareness                  27%
 Benchmark Lift in Product Awareness                26%
                       Inbound Links             24%
                       Cross Selling         20%
                       Cost Savings    13%
                                         Marketing Profs: 2010 Benchmarks, Budgets & Trends
                                                                                              13
TRADITIONAL CONTENT MARKETING
传统内容营销
CONTENT MARKETING TODAY
                        现代内容营销
     CHANNELS
       媒介                       CUSTOMERS
                                   顾客



REVIEWS
  评论                       REPLIES
                             回应

          FEEDBACK
             反馈
                               CONSUMPTION
                                   消费
              ENGAGEMENT
                  介入
                                         CONTENT
                                           内容
Old Spice, New Approach

    Traditional                        Today
Simple brand message            Multi-channel message
focused on “Classic ”           and engagement
and “Original”                  focused on widespread
                                “manliness”
"If your grandfather hadn't
                                 “Smell like a man, man."
worn it, you wouldn't exist."

 传统的品牌信息集中在“经                   今天的多媒体品牌信息集中
 典” 和 “原创” 上                    在“男人味” 上




                                                            17
18
Results 结果
• Old Spice is now the #1 body wash brand for men
• Old Spice sales increased 27% year over year
• After 8 months, sales were up 107% as a result of the
  campaign

 KPIs
   • Number of searches for „Old Spice‟ on Google
     increased nearly 1000%
   • Twitter following increased 2700%
   • Facebook Fan interaction increased 800%
   • Oldspice.com website traffic increased 300%
   • Over 1.4 billion ad impressions generated in 6
     months
Who considers themselves a
        “publisher”?
哪些人认为自己属于出版机构?
Everyone! 每个
     人!
          • 3 trillion web pages indexed by
            Google (+50 Billion unique)
          • 90 trillion emails sent annually
          • 3.5 billion conversations occurring
            daily
          • 4 billion images on Flickr
          • 2.5 billion images uploaded to
            Facebook each month
          • And on and on and on


                                               21
All Types of Content are Relevant
各种形式的内容都相关
                       articles: links embedded
                       blog posts: links embedded
                       case studies: success stories
                       ebooks: pdf of whitepapers
                       images: keyword & geo-targeted
                       infographics: industry charts
                       newsletters: links embedded
                       podcasts: downloadable audio
                       presentations: slide sharing
                       press releases: links embedded
                       research reports: industry charts
                       surveys: industry charts
                       videos: keyword & geo-targeted
                       widgets: links embedded




                                                           22
Sources for Content Creation
    In-House
                                                 品牌正在创建比以往更
       Only                      Both            多的内容
       45%                       52%
                                                     Brands are
                                                  Creating More of
                                                 their Own Content
                                                  Than Ever Before
Outsourced
   Only
    3%                                      Content Marketing Spend
             内容营销的预算预计将
                                                                           N/A
              在2011增长51%         Increase                                  2%
                                   51%                                             Decrease
                                                                                     2%
             Content Marketing
                Budgets Are
                Projected to
              Increase by 51%
                   in 2011                                                              Same
                                                                                        45%

                                        Marketing Profs: 2010 Benchmarks, Budgets & Trends
                                                                                             23
Low barrier to entry       Lots of noise,
  (cost efficient)     difficult to stand out

Speedy distribution      Quality is not a
                            priority
Mass consumption
                       Typically untargeted
     Trackable




                                                24
Traditional “Analog”       New “Digital”




   TV


   Print


   Radio


   Catalogs

                                               Effective management of
   Direct Mail
                                               natural and paid search

 “Short-lived, flighted assets”   “Durable, always-on marketing
                                       & publicity assets”
Content should be created and distributed to support each phase
                    of the purchase funnel
                 内容应该被创建和推广来支持转化漏斗的各个阶段
                                                                    25
26
SEARCH‟S ROLE IN CONTENT
               MARKETING
       搜索对内容营销的影响
Interactive Budgets Are Rising to Meet
                                                       Integrated Content Demand
                                                  互动营销的预算正在增长以迎合整合内容的需要
                              $60,000
Interactive Marketing Spend




                                                                                                                                      Mobile Marketing
                                                                                                                                      Social Media
                              $50,000                                                                                                 Email Marketing
         ($ Millions)




                              $40,000                                                                                                 Display Advertising

                              $30,000

                              $20,000                                                                                                 Search Marketing

                              $10,000

                                  $-            2009         2010         2011             2012             2013           2014           CAGR
Mobile Marketing                            $      391   $      561   $          748   $          950   $     1,131    $      1,274        27%
   Social Media                             $      716   $      935   $     1,217      $      1,649     $     2,254    $      3,113        34%
 Email Marketing                            $    1,248   $    1,355   $     1,504      $      1,676     $     1,867    $      2,081        11%
                                 Display
                                            $    7,829   $    8,395   $     9,846      $    11,732      $    14,339    $     16,900        17%
                              Advertising
Search Marketing                            $   15,393   $   17,765   $    20,763      $    24,299      $    27,786    $     31,588        15%
           Total                            $   25,577   $   29,012   $    34,077      $    40,306      $    47,378    $     54,956        17%
    Percent of all ad
                                                12%          13%          15%              17%              19%            21%
              spend
                                                                                           Forrester: US Interactive Marketing Spend, $ Millions

                                                                                                                                                      28
Search Connects Interest to Content and Action
                          搜索联结用户兴趣和内容及行动


Search Triggers                                           Additional Actions

    TV Spot                                                        POS
                              Content Connection
   Radio Spot                                                      Email


     Display                                                     Phone Call


     WOM                                                           CGC


      CGC                                                          WOM




                                                                              29
“What are your primary business objectives for your online
                   media spending on search?”
                            你的主要的网上搜索媒介消费的目的是什么?


      Increasing Brand
                                                                                                Primary Goal of
         Awareness                                                                              Search Engine
提高品牌知名度                                                                                            Marketing
   Driving Direct Sales


Reaching a Key Target
      Audience

                                                                                                       US
      Lead Generation
                                                                                                       UK
Increasing Engagement                                                                                  Germany

  Increasing Site Visits
                                                                                                       Italy

      Increasing Brand
         Favorability


                       0%                 20%                        40%                       60%
                            Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)
                                                                                                                  30
Research Drives Brand Relevancy
市场研究驱动品牌相关度
Industry Language                                Consumer Language
                                 Search                                    Search
                                 Volume per                                Volume per
                                 month                                     month
Oral care                          148           Dental care               188,818
Oral health                       5,232          Dental health              74,588
Locate dental professional           10          Find a dentist             29,525
Good oral hygiene                  190           Dental hygiene             24,558
Oral hygiene                      5,155          Dental hygiene             24,558
Good Oral hygiene                  190           Personal hygiene           17,670
Whitening                         5,075          Tooth whitening           146,212
Battery-powered toothbrush         145           Electric toothbrush        16,522
Kid‟s toothbrush                   592           Child toothbrush               835
Professional whitening system      670           Tooth whitening system       6,205
                                17,407                                    529,491


理解用户所用语言帮助提高                         Understanding consumer vernacular
相关度,影响力, 和结果
                                   improves relevancy, impact, and results
                                                                                        31
When you think of “fuel efficient cars”,
             which come to mind?
                                                                                                 42% Point
      Search Generates Brand Awareness. Having
                                                                                               Gap Between
         Top Ad and Top Organic Listings with
       Supporting Content is the Most Impactful.                                                Honda and
                                                                                               Another Brand
70%
      搜索产生品牌意识。靠前的付费广告和有机搜索排
      名及其内容是最有影响力的。
60%

50%

40%

30%

20%
                                                                                                        None
10%                                                                                                     Other
                                                                                                        Honda
0%
      Control   Side Ad Listing       Top Organic         Top Ad Listing        Top Ad & Top
                                        Listing                                 Organic Listing
                  Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets)       32
Content Marketing + Search
             内容营销 + 搜索
• Build your brand reach 建立品牌传达

• Synchronize with other communication channels
  与其他沟通渠道同步

• Protect your brand and support PR 保护你的品
  牌并支持公关


                      Search
Paid Search




                YouTube



            Twitter

Facebook


             Images



PR & News
内容营销案例
CONTENT MARKETING APPROACH




       MONTELUCIA
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
• Develop Integrated Content Marketing
  Campaign to:                    Balance Global Brand
                                        and Local Properties
  – Increase online brand awareness
                                        under the same KPIs
  – Increase bookings, not just rooms
                                        在相同的KPI下平衡全球品
  – Test emerging online channels       牌和当地酒店




                                                           36
IHG Content Marketing Best Practices
IHG 内容营销最佳范例

Challenges of online content       酒店网站所面临的内容营销的挑战
marketing for hotel property
websites
   – Ambiguous brand
     positioning
   – Minimal content on the site
   – No differentiation of
     audience targeting and
     segmentation
   – Non-prioritized off site
     content



                                                     37
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Methodology
 Approach:
 Align SEARCH, SOCIAL, &
 CONTENT marketing efforts.
 Tactics:                          content    search
 Guide these efforts with a deep    内容            搜索

 understanding of CONTENT
 DEMAND, & an INTEGRATED
 STRATEGY.                               social
                                         社交网络
 Goal:
 Establish and maintain
 RELEVANCE for customers.
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Our Methodology
          Research            Develop Deep Understanding of
                                    Content Demand
                              建立对用户的内容需要的深刻理解
          PPC Audit
                              Audit Search, Social and Content
        Analytics Audit              Marketing Channels
                              审视客户现有的搜索,社交,及各个
                              内容行销渠道
   SEO & Social Media Audit

                               Align These Channels To Form
       Strategy & Plan               Integrated Strategy

                                 Execute Integrated Digital
       Implementation                Marketing Plan
                              列出所有渠道建立整合策略并执行网
                              络市场计划          39
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Montelucia Channel Expansion to Support Paid ROI
扩大渠道来支持付费广告的投资回收率




   Blog        Landing page




                                               40
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Montelucia Organic Search Campaign 有机搜索

                           Results:
                           No.1 in market
                           share for the same
                           265 relevant non-
                           branded search
                           terms.

                           在所有265个非品牌搜索
                           词中占据第一位的市场份
                           额


                                                41
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Montelucia Paid Search ROI 付费广告投资回收率
Results:
• 58% increase in
  revenue
• 55% increase in ROAS
• 152% increase in
  bookings
• 128% increase in
  conversion rates
• 60% decrease in CPA

                                       42
IHG Content Marketing Best Practices
IHG 内容营销最佳范例
Why It Works: Relevance 成功的原因:相关性
Content + Social + Search
                            • Demand for content is collected
                              online, in real time, from those
                              most interested
                            • Content is created according to
                              that demand, ensuring relevance
                              at the time of exposure
                            • Content is distributed to the
Results achieved              locations that conversations occur

         From 1,800
                            • Content is promoted in the
                              mediums most effective for
                              marketing that content


                                                                 43
CONTENT MARKETING
    GAME PLAN
  内容营销实施方案
Content Marketing Process
内容行销的步骤
                         Engagement
                                          6
1                                                                4
        Demand
                                                Advertising
      Identification       Website
                                              (Online/Offline)
    (Search & Social)


2                                                                5
    Content Creation
                           Outposts               Search
    and Optimization



3
        Content
                        Social Networks
       Distribution


                                                                 45
1
                                  Demand

Listen & Document the           Identification
                              (Search & Social)


Conversation 倾听并记录顾客的对话

                  SAMPLE DATA SOURCES

                  SEARCH:
                  - GOOGLE ADWORDS
                  - BAIDU API

                  SOCIAL
                  - RADIAN6




                                                  46
1
                                Demand
Understand and Categorize     Identification
                            (Search & Social)

Demand 理解并甄别需求
60,000,000

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

        0




                                                47
Content Strategy and Plan                                                                                                                              2
                                                                                                                                                            Content Creation


     Creation 建立内容策略和计划
                                                                                                                                                            and Optimization
What do you have?




                                                           Of what quality?




                                                                                         How to improve, create?




                                                                                                                                   How to measure impact?
                            What do users want?

                    Audit                         Demand                      Analysis                             Strategy/Plan                                Identify KPIs
                                                                                                                                                                and Baseline




                                                                                                                                                                                48
2
                            Content Creation
Content Creation & Engagement
                            and Optimization


Management 创建内容并管理用户互动




                                               49
3
       Content         Distribute content to websites, blogs, social
      Distribution     networks, and outposts according to findings in the
       内容推广            listening phase


4
      Advertising      Promote content online and offline through paid
    (Online/Offline)
                       media channels (display, radio, tv, pr, etc)
         广告



5
        Search         Promote via PPC
         搜索            Ensure all content created is properly optimized
                       and linked to the desired outpost


                                                                          50
Engagement
        互动
6                     Dialogue directly with consumers at the desired
                      point of content distribution
       Website




       Outposts




    Social Networks




                                                                    51
Conclusion       结语
• Brand conversations occur primarily online
• Consumers expect brands to take an active role
  in the conversation
• While brands can‟t control the conversation, they
  can influence it by providing helpful, demand
  informed, content and engaging topically
• Very soon, the brands who participate online will
  be the brands leading offline
• Brands that don‟t will be left behind


                                                      52
A note about complacency…




                            53
Thank You
Jeffrey Pruitt
CEO, ethology
Chairman, Search Engine Marketing
Professionals Organization (SEMPO)

2 September 2011

Visit ethology.com to download this presentation.

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Baidu World 2011

  • 1. Baidu World 2011 Content Marketing: How Content Demand is Changing the Game! 内容营销: 内容需求如何改变游戏规则 Jeffrey Pruitt CEO, ethology Chairman, Search Engine Marketing Professionals Organization (SEMPO) 2 September 2011
  • 2. Agenda • Content Marketing: The Why! 为何需要内容营销? • Defining Content Marketing 定义内容营销 • Role of Publishers 出版机构的作用 • Search‟s Influence in Content Marketing 搜索对内容 营销的影响 • Case Study 案例分析 • Content Marketing Game Plan 内容营销实施方案
  • 3. Content Marketing: The Why! 为何需要内容营销?
  • 4. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. 内容营销,指的是以建立和推广相关及有价 值的内容来吸引和获得明确的目标客户以达 到盈利为目的的一种市场营销手段。
  • 5. U.S. Consumption & Content Demand 美国广告市场和消费者内容需求 Time Spent Share 8.1% 3.3% 42.9% 25.2% 15.6% 更多的上网时间=更多的内容需求 4.9% Ad Spend Share more time online = increased demand for content 16.5% 42.7% 18.7% 11.0% 0.5% 10.6% TV Internet Radio Mobile Newspapers Magazines eMarketer: Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share 5
  • 6. Brand Study 品牌调研 • 3.3 billion mentions of a brand each day • 2.4 billion conversations that involve a brand each day • 1.4 impressions per conversation What effect does the Internet have on these conversations? 互联网对不同阶段对话的影响 Before During After Conversation Conversation Conversation 6
  • 7. Key Findings 调研结果 • Search impacts 15% of all WOM conversations • Google is the #1 spark of WOM conversations • Google is the #1 place people turn to after conversations • Google informs 146 million daily brand conversations • Search makes WOM impressions 25% more credible and 17% more likely to purchase than social media sites. Before During After Conversation Conversation Conversation 7
  • 8. Measuring Online Brand Conversations 评估网上品牌讨论 Role Internet In Purchase Behavior 互联网对购买行为的作用 35% 30% 30% Before During After 30% 28% 25% 25% 25% 23% 22%21% 20% 20% 20% 19% 18% 18% 18% 17% 16% 16% 14% 14% 15% 13%13% 12% 12% 11% 10% 5% 0% Provided Extra Find/Check Sparked Find Where to Find Similar Find Opinions Used to Resolved an Information Price Conversation Purchase Products from Others Purchase Argument/ Product Discussion The Internet’s primary function continues to be to provide additional information about companies, products, and services 互联网的主要作用仍然是提供关于企业,产品,以及服务的额外的信息 8
  • 9. Measuring Online Brand Conversations 评估网上品牌讨论 % of Brand Conversations Involving Media/Marketing Offline Online The majority of brand conversations occur 60% online 50% 48% 大部分的品牌讨论发生在网络 40% 35% 33% 29% 30% 24% 23% 23% 20% 16% 10% 0% Internet Point of Sale TV Print 9
  • 10. Measuring Online Brand Conversations 评估网上品牌讨论 % of Brand Conversations Involving Media/Marketing Reference Before or During the Conversation, or Info-Seeking Using Source After Conversation Internet TV Print Radio 25% 21% 20% 20% 19% 18% 15% 15% 13% 11% 10% 8% 7% 5% 4% 3% 3% 0% Before Conversation During Conversation After Conversation 10
  • 11. Top US Content Marketing Goals 网络营销重要目的(美国) Brand Awareness 78% 品牌知名度 Customer Retention/Loyalty 69% 顾客忠诚度 Lead Generation 63% 发展客源 Customer Recruitment 61% 客户招募 Website Traffic 55% 网站流量 Thought Leadership 52% 思维先驱 Sales 51% 销售 Lead Nurturing 37% 客源培养 Marketing Profs: 2010 Benchmarks, Budgets & Trends 11
  • 12. Content Used for Marketing Campaigns 市场营销所用的内容 Branded Content You Create 73% 企业品牌内容 Expert Content 72% 专家内容 Videos 51% 视频 User Case Studies 45% 用户案例分析 User Content/Reviews 41% 用户评论 Information on Sales/Specials or Discounts 40% 折扣信息 Advertising 35% 广告 Repurposed Content from a Media Company 29% 媒介公司再建内容 Talk Backs/Forums 29% 论坛 Games or Contests 22% 游戏或比赛 Pre/Post Sales Q&A 17% 销售前/后问答 eMarketer: Content Used for Social Media Campaigns 12
  • 13. Content Marketing Impact Online 内容营销对网络的影响 Web Traffic 56% Direct Sales 49% Sales Lead Quality 44% Qualitative Customer Feedback 44% Sales Lead Quantity 36% SEO Ranking 28% Increased Customer Loyalty 28% Benchmark Lift in Company Awareness 27% Benchmark Lift in Product Awareness 26% Inbound Links 24% Cross Selling 20% Cost Savings 13% Marketing Profs: 2010 Benchmarks, Budgets & Trends 13
  • 15.
  • 16. CONTENT MARKETING TODAY 现代内容营销 CHANNELS 媒介 CUSTOMERS 顾客 REVIEWS 评论 REPLIES 回应 FEEDBACK 反馈 CONSUMPTION 消费 ENGAGEMENT 介入 CONTENT 内容
  • 17. Old Spice, New Approach Traditional Today Simple brand message Multi-channel message focused on “Classic ” and engagement and “Original” focused on widespread “manliness” "If your grandfather hadn't “Smell like a man, man." worn it, you wouldn't exist." 传统的品牌信息集中在“经 今天的多媒体品牌信息集中 典” 和 “原创” 上 在“男人味” 上 17
  • 18. 18
  • 19. Results 结果 • Old Spice is now the #1 body wash brand for men • Old Spice sales increased 27% year over year • After 8 months, sales were up 107% as a result of the campaign KPIs • Number of searches for „Old Spice‟ on Google increased nearly 1000% • Twitter following increased 2700% • Facebook Fan interaction increased 800% • Oldspice.com website traffic increased 300% • Over 1.4 billion ad impressions generated in 6 months
  • 20. Who considers themselves a “publisher”? 哪些人认为自己属于出版机构?
  • 21. Everyone! 每个 人! • 3 trillion web pages indexed by Google (+50 Billion unique) • 90 trillion emails sent annually • 3.5 billion conversations occurring daily • 4 billion images on Flickr • 2.5 billion images uploaded to Facebook each month • And on and on and on 21
  • 22. All Types of Content are Relevant 各种形式的内容都相关 articles: links embedded blog posts: links embedded case studies: success stories ebooks: pdf of whitepapers images: keyword & geo-targeted infographics: industry charts newsletters: links embedded podcasts: downloadable audio presentations: slide sharing press releases: links embedded research reports: industry charts surveys: industry charts videos: keyword & geo-targeted widgets: links embedded 22
  • 23. Sources for Content Creation In-House 品牌正在创建比以往更 Only Both 多的内容 45% 52% Brands are Creating More of their Own Content Than Ever Before Outsourced Only 3% Content Marketing Spend 内容营销的预算预计将 N/A 在2011增长51% Increase 2% 51% Decrease 2% Content Marketing Budgets Are Projected to Increase by 51% in 2011 Same 45% Marketing Profs: 2010 Benchmarks, Budgets & Trends 23
  • 24. Low barrier to entry Lots of noise, (cost efficient) difficult to stand out Speedy distribution Quality is not a priority Mass consumption Typically untargeted Trackable 24
  • 25. Traditional “Analog” New “Digital” TV Print Radio Catalogs Effective management of Direct Mail natural and paid search “Short-lived, flighted assets” “Durable, always-on marketing & publicity assets” Content should be created and distributed to support each phase of the purchase funnel 内容应该被创建和推广来支持转化漏斗的各个阶段 25
  • 26. 26
  • 27. SEARCH‟S ROLE IN CONTENT MARKETING 搜索对内容营销的影响
  • 28. Interactive Budgets Are Rising to Meet Integrated Content Demand 互动营销的预算正在增长以迎合整合内容的需要 $60,000 Interactive Marketing Spend Mobile Marketing Social Media $50,000 Email Marketing ($ Millions) $40,000 Display Advertising $30,000 $20,000 Search Marketing $10,000 $- 2009 2010 2011 2012 2013 2014 CAGR Mobile Marketing $ 391 $ 561 $ 748 $ 950 $ 1,131 $ 1,274 27% Social Media $ 716 $ 935 $ 1,217 $ 1,649 $ 2,254 $ 3,113 34% Email Marketing $ 1,248 $ 1,355 $ 1,504 $ 1,676 $ 1,867 $ 2,081 11% Display $ 7,829 $ 8,395 $ 9,846 $ 11,732 $ 14,339 $ 16,900 17% Advertising Search Marketing $ 15,393 $ 17,765 $ 20,763 $ 24,299 $ 27,786 $ 31,588 15% Total $ 25,577 $ 29,012 $ 34,077 $ 40,306 $ 47,378 $ 54,956 17% Percent of all ad 12% 13% 15% 17% 19% 21% spend Forrester: US Interactive Marketing Spend, $ Millions 28
  • 29. Search Connects Interest to Content and Action 搜索联结用户兴趣和内容及行动 Search Triggers Additional Actions TV Spot POS Content Connection Radio Spot Email Display Phone Call WOM CGC CGC WOM 29
  • 30. “What are your primary business objectives for your online media spending on search?” 你的主要的网上搜索媒介消费的目的是什么? Increasing Brand Primary Goal of Awareness Search Engine 提高品牌知名度 Marketing Driving Direct Sales Reaching a Key Target Audience US Lead Generation UK Increasing Engagement Germany Increasing Site Visits Italy Increasing Brand Favorability 0% 20% 40% 60% Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets) 30
  • 31. Research Drives Brand Relevancy 市场研究驱动品牌相关度 Industry Language Consumer Language Search Search Volume per Volume per month month Oral care 148 Dental care 188,818 Oral health 5,232 Dental health 74,588 Locate dental professional 10 Find a dentist 29,525 Good oral hygiene 190 Dental hygiene 24,558 Oral hygiene 5,155 Dental hygiene 24,558 Good Oral hygiene 190 Personal hygiene 17,670 Whitening 5,075 Tooth whitening 146,212 Battery-powered toothbrush 145 Electric toothbrush 16,522 Kid‟s toothbrush 592 Child toothbrush 835 Professional whitening system 670 Tooth whitening system 6,205 17,407 529,491 理解用户所用语言帮助提高 Understanding consumer vernacular 相关度,影响力, 和结果 improves relevancy, impact, and results 31
  • 32. When you think of “fuel efficient cars”, which come to mind? 42% Point Search Generates Brand Awareness. Having Gap Between Top Ad and Top Organic Listings with Supporting Content is the Most Impactful. Honda and Another Brand 70% 搜索产生品牌意识。靠前的付费广告和有机搜索排 名及其内容是最有影响力的。 60% 50% 40% 30% 20% None 10% Other Honda 0% Control Side Ad Listing Top Organic Top Ad Listing Top Ad & Top Listing Organic Listing Forrester: 2010 Interactive Marketing Online Panel Survey (516 Interactive Markets) 32
  • 33. Content Marketing + Search 内容营销 + 搜索 • Build your brand reach 建立品牌传达 • Synchronize with other communication channels 与其他沟通渠道同步 • Protect your brand and support PR 保护你的品 牌并支持公关 Search
  • 34. Paid Search YouTube Twitter Facebook Images PR & News
  • 36. IHG Content Marketing Best Practices IHG 内容营销最佳范例 • Develop Integrated Content Marketing Campaign to: Balance Global Brand and Local Properties – Increase online brand awareness under the same KPIs – Increase bookings, not just rooms 在相同的KPI下平衡全球品 – Test emerging online channels 牌和当地酒店 36
  • 37. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Challenges of online content 酒店网站所面临的内容营销的挑战 marketing for hotel property websites – Ambiguous brand positioning – Minimal content on the site – No differentiation of audience targeting and segmentation – Non-prioritized off site content 37
  • 38. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Methodology Approach: Align SEARCH, SOCIAL, & CONTENT marketing efforts. Tactics: content search Guide these efforts with a deep 内容 搜索 understanding of CONTENT DEMAND, & an INTEGRATED STRATEGY. social 社交网络 Goal: Establish and maintain RELEVANCE for customers.
  • 39. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Our Methodology Research Develop Deep Understanding of Content Demand 建立对用户的内容需要的深刻理解 PPC Audit Audit Search, Social and Content Analytics Audit Marketing Channels 审视客户现有的搜索,社交,及各个 内容行销渠道 SEO & Social Media Audit Align These Channels To Form Strategy & Plan Integrated Strategy Execute Integrated Digital Implementation Marketing Plan 列出所有渠道建立整合策略并执行网 络市场计划 39
  • 40. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Montelucia Channel Expansion to Support Paid ROI 扩大渠道来支持付费广告的投资回收率 Blog Landing page 40
  • 41. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Montelucia Organic Search Campaign 有机搜索 Results: No.1 in market share for the same 265 relevant non- branded search terms. 在所有265个非品牌搜索 词中占据第一位的市场份 额 41
  • 42. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Montelucia Paid Search ROI 付费广告投资回收率 Results: • 58% increase in revenue • 55% increase in ROAS • 152% increase in bookings • 128% increase in conversion rates • 60% decrease in CPA 42
  • 43. IHG Content Marketing Best Practices IHG 内容营销最佳范例 Why It Works: Relevance 成功的原因:相关性 Content + Social + Search • Demand for content is collected online, in real time, from those most interested • Content is created according to that demand, ensuring relevance at the time of exposure • Content is distributed to the Results achieved locations that conversations occur From 1,800 • Content is promoted in the mediums most effective for marketing that content 43
  • 44. CONTENT MARKETING GAME PLAN 内容营销实施方案
  • 45. Content Marketing Process 内容行销的步骤 Engagement 6 1 4 Demand Advertising Identification Website (Online/Offline) (Search & Social) 2 5 Content Creation Outposts Search and Optimization 3 Content Social Networks Distribution 45
  • 46. 1 Demand Listen & Document the Identification (Search & Social) Conversation 倾听并记录顾客的对话 SAMPLE DATA SOURCES SEARCH: - GOOGLE ADWORDS - BAIDU API SOCIAL - RADIAN6 46
  • 47. 1 Demand Understand and Categorize Identification (Search & Social) Demand 理解并甄别需求 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 47
  • 48. Content Strategy and Plan 2 Content Creation Creation 建立内容策略和计划 and Optimization What do you have? Of what quality? How to improve, create? How to measure impact? What do users want? Audit Demand Analysis Strategy/Plan Identify KPIs and Baseline 48
  • 49. 2 Content Creation Content Creation & Engagement and Optimization Management 创建内容并管理用户互动 49
  • 50. 3 Content Distribute content to websites, blogs, social Distribution networks, and outposts according to findings in the 内容推广 listening phase 4 Advertising Promote content online and offline through paid (Online/Offline) media channels (display, radio, tv, pr, etc) 广告 5 Search Promote via PPC 搜索 Ensure all content created is properly optimized and linked to the desired outpost 50
  • 51. Engagement 互动 6 Dialogue directly with consumers at the desired point of content distribution Website Outposts Social Networks 51
  • 52. Conclusion 结语 • Brand conversations occur primarily online • Consumers expect brands to take an active role in the conversation • While brands can‟t control the conversation, they can influence it by providing helpful, demand informed, content and engaging topically • Very soon, the brands who participate online will be the brands leading offline • Brands that don‟t will be left behind 52
  • 53. A note about complacency… 53
  • 54. Thank You Jeffrey Pruitt CEO, ethology Chairman, Search Engine Marketing Professionals Organization (SEMPO) 2 September 2011 Visit ethology.com to download this presentation.