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Disruptive Content Marketing

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What happens when we take a creative destructionist strategy toward content marketing? Are we truly doing things in new and innovative ways, or simply hitting the publish buttons? In this discussion, presented at Digital Summit Detroit, Microsoft's Group Product Marketing Manager and Social Data Expert, Geoff Colon goes deep into looking at a topic from a parallax view. Why is the best content a combination of entertainment and education? How do visuals enhance emotional resonance? Why should marketing be approached more like a DJ than a marketer?

For more disruptive ways to look at your marketing, follow Geoff on Twitter @djgeoffe or view his videos at youtube.com/djgeoffe

Published in: Marketing
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Disruptive Content Marketing

  1. 1. Disruptive (Content) Marketing DIGITAL SUMMIT DETROIT 2015 #DSDET15 Geoffrey Colon, Group Product Marketing Manager - Social & Emerging Media @ Microsoft @djgeoffe #DisruptiveFM
  2. 2. Contents • The Fragmented Landscape • Think Less Like a Marketer, More Like a DJ • The Five Dynamics of Content • Part I: Disruptive • Part II: Disciplined • Part III: Case Study
  3. 3. In an ever fragmenting media world, the question to ask yourself in the transforming world of media and marketing is: “How Do I Become Part of a Customer’s Day, Every Day?” Think and Act less like a marketer, more like a DJ
  4. 4. Why Should Content Marketers Act Like a DJ? A DJ… • Understands the Audience • Entertains the Crowd • Educates the Crowd • Programs other people’s music = CONTENT CURATION • Remixes other people’s music = Social by Design CONVERSATION • Produces original music = Creates ORIGINAL CONTENT
  5. 5. The Five Dynamics of Content: Understands the Audience A content marketer, like a DJ, understands the audience in which they are performing. They understand intimacies via social connection in order to develop content including: • Short and Long Form • Thought leadership • Video • Customer Connection with Company Employees • Tone of Voice • Where that Audience Likes to Congregate Online
  6. 6. The Five Dynamics of Content: Entertains the Crowd A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large percentage of the reason why they spend time online. Even the most advanced concepts like cloud computing will go further if that subject is presented: • Where It Shows and Doesn’t Simply Tell • In a Dynamic Manner that is Relatable • Interconnects with Popular Trending Samples and Topics in the Social Web Zeitgeist • Incites Sharing of the Experience
  7. 7. The Five Dynamics of Content: Educates the Crowd A content marketer, like a DJ, understands the audience is also seeking education and new discovery. The most advanced audiences don’t want to be spoon-fed what they know, but have insights they can apply to their life or business with content that: • Addresses Issues from Their Point of View or User Experience • Doesn’t Explain Everything All at Once • Uses Visuals as Much as Words • Is Not Overtly Branded! • Your Content Brands You!
  8. 8. The Five Dynamics of Content: Content Curation A content marketer, like a DJ, understands the audience is also seeking an overall experience. Audiences don’t judge or learn by one tune, but how hundreds of songs are mixed and matched together into a new form of storytelling. Good content marketers curate an experience that: • Includes Content Made By Others • Uses Customer-Centric Language and Behaviors • Measures the Entire Performance, Not Simply One Song from the Set
  9. 9. The Five Dynamics of Content: Social by Design Conversation A content marketer, like a DJ, understands the audience is seeking reinterpretation based on others original creations. Audiences may like a song, but want to hear how the DJ remixes it to create an entirely new experience. This is done via: • Remixed Content • New Forms of Interpretation • Building Off the Ideas of Others
  10. 10. The Five Dynamics of Content: Original Content A content marketer, like a DJ, understands the audience is seeking original content production that helps give voice to that DJ as a true creator. Audiences want to see a DJ that doesn’t simply spin other people’s music but can evolve to produce their own. Thus the need for: • Creativity • Originality • Creative Destruction
  11. 11. Part I. Disruptive
  12. 12. What do we mean by disruptive marketing? • Not necessarily harmful to other businesses, more disruptive or destructionist toward your own organization’s way of thinking • Designs around people • Approaches problems using a 50/50 approach “What If” batch of solutions • Right brain equally powerful as the left brain • Analytics Drives Creative Solutions • Creative Solutions Drives Metrics • Metrics Determine Success, Pivots, Perseverance The Question
  13. 13. The Theme: Test Q: How do I know if this will work? A: Run a Test! Q: How if I fail? A: You can only learn Track Q: How do I do this? A: Several KPIs will help you. There isn’t one finite measurement Q: Is it expensive? A: Most social platforms come with built-in analytics Measure Q: What is the most important metric? A: Right now engagement rate or interaction rate Q: Why? A: It’s a barometer if your targeted audience approves of your content
  14. 14. The Objectives: Brand Awareness Getting people to know who you are Getting people to know about your product Getting people re- acclimated toward your product Visits to your Owned Channels All content is tagged with a CTA Measurement is in site visitations / bounce rate Long term goal = conversions Social Discussion Around a Topic Is your content getting people to talk about a subject? Is it getting people to share a piece of content you created?
  15. 15. • Activities They Participate in • Brands They Purchase • Politics • Psychography • Netnography • Profession • Job Title • Industry • Interests • Age Range • Geographical Location • Languages Spoken • Gender • Education • Salary • Devices They Use • Entertainment They Enjoy What is the Science of Your Customer? Why do customers prefer some content over others?
  16. 16. Why Do People Like the Color of Artificial Junk Food? Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it. This same neuroscience has determined whether a pop song will be a hit. It also will determine whether your content will resonate
  17. 17. What is the Most Disruptive Content Marketing? Goes beyond traditional brand research that has historically tracked on awareness and attitude and looks at non- conscious measures including: • Emotion • Passion • Personal Value
  18. 18. Studying Cognitive Emotional Response from Communications A 2013 study showed brain patterns that when a brand of product is revealed prior to sampling, a part of the brain associated with happiness is triggered if that sampling experience is positive. The test suggests emotional connections to brands dominate consumer purchase decisions. Even in B2B which often focuses on logic-based value, the use of emotion, colors, even music can be the differentiation factor that leads to success.
  19. 19. Part II. Disciplined
  20. 20. Search and Social Data Creative Insights Trending Topics Social CRM • Is the audience engaging with content? • What type of content performs best? • Are you using different types of creative for segmented audiences? • What are customers saying about your area of expertise? • What do customers say about your products? • What is your response time to customers on social? • The Science of Your Customer • APIs • Measuring Response • Bing Keyword Research Tool The 5 Factors of Disciplined Content Marketing • Twitter / Facebook • Google / Bing Searches • Capturing Mobile Search Mindshare using Search Engine Marketing Products (Bing Ads) • NewsDistribution
  21. 21. Real Time Context Is Important Timeliness and immediacy play heavily into content success due to two factors: • Mobility of messaging (devices) • Speed of messaging (business success is made or broken on a combination of three factors communications, design and product technology performance. Note, it’s NOT just the product technology but how others, especially peers, talk about the product!) This is why brands try to newsjack around events. The issue? Those events are not always emotionally relevant to the customer because the brand messaging and customer NEUROSCIENCE do not align!!!!
  22. 22. The KPIs of Content Marketing Social Media Metrics Website Traffic Brand Awareness Lead Generation Sales ROI 93% 48% 53% 33% 27% 20% Real time and content marketing use softer KPIs like social media metrics and web traffic to measure success as compared to sales or Return on Investment (ROI). Although social media metrics are new and not yet definitely quantifiable as a metric, they are increasingly used in measurement.
  23. 23. Consumer Sentiment 16% Purchase Intent 14% Interest 18% Likelihood to Recommend 18% Seriously Consider Purchase 18% Key Area Lifts from Content Marketing
  24. 24. Algorithms Shift Don’t Build on Rented Land! Forget “Likes” and “Followers” Content Marketing: Best Practices Facebook and Twitter are closing their APIs more to third parties Limited data to inform the future Quantity doesn’t equal quality Scale makes it hard to identify advocates Organic reach is limited by social algorithms Know where your org has authority Map out a content and asset production plan Focus your content marketing in these areas Don’t be afraid to take a stand Create original content only Serve to customers at the contextually appropriate time Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video
  25. 25. Part III. Case Study
  26. 26. Content Marketing: A Case Study - Rethink B2B Marketing “What Does Your Audience Crave?” by Michelle Killebrew of IBM @shellkillebrew
  27. 27. InspirationWhat Did Our Audience Crave? How Did We Craft the UX to Delight the Audience? Content Marketing: A Case Study Thought Leadership Content Tailored to Their Role, Not a Product Interesting facts they can use right now Demonstrate leading edge web design and interface Content that shows, doesn’t tell – video, infographics, webinars What Content Did We Create for Our Audience? How Did We Track Measurement? Relevant, focused content Sprinkled with evergreen so it remains timeless Easy to share! Web analytics Social engagement rate Website based remarketing (AdWords/Bing Ads)
  28. 28. Thank you
  29. 29. Connect with Geoffrey: Web: http://geoffreycolon.net Twitter: @djgeoffe LinkedIn: http://linkedin.com/in/geoffreycolon SlideShare: http://slideshare.net/geoffreycolon Tumblr: http://disruptivemarketer.net Podcast: Download the Spreaker app – “Disruptive FM” https://www.spreaker.com/show/disruptive-fm Book: “Disruptive Marketing” on AMACOM Books to be released August 2016 http://disruptivemarketer.net http://www.amacombooks.org/
  30. 30. Connect with Bing Ads • Sign Up to Use Bing Ads for Your Content Marketing: advertise.bingads.microsoft.com • Read Our Blog: blog.bingads.com Twitter: @bingads Facebook: facebook.com/bingads LinkedIn: linkedin.com/company/bing-ads SlideShare: slideshare.net/bingads Instagram: instagram.com/bingads YouTube: youtube.com/bingads
  31. 31. © 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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