Keynote presentation from Jeffrey Pruitt, CEO of ethology, at Baidu World Conference in Beijing on September 2, 2011.
The confluence of content, social, and search have presented marketers with a uniquely new and challenging paradigm shift. Pruitt delves into the new breed of marketing that is driven by creating, optimizing, and distributing the different types of content required to engage customers on the social web, based on the data of many analysis tools.
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
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
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
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
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
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
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
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
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