People Focused Content
Strategy
#SMWContent
Baron Manett @bstat
Jason Dojc @jdojc
Sandy Marshall @marshallsandy
Ariad @ari...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
2
Baron Manett
SVP, Strategy
@bstat
Jason Dojc
Senior Digital S...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
3
Social  Content
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
4
Social  Content
5
Let’s do social
media marketing?
What about [insert new
platform marketing
manager’s kid is on]?
“Content is King”
(Alle...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
6
1900
1904
1951
1986
2010
2013
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
7
27 millionpieces of new content shared every day
Source: AOL ...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
8
9 in 10organizations market with content
Source: Content Mark...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
9
78%of CMOs think custom content is the future of marketing
So...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
10
86% of B2C marketers use content marketing
91% of B2B market...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Visibility
Time
11
We need to do
content marketing!!!
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
12
Content ≠ Copy
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
13
Content ≠ Media
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
14
Content ≠ Messaging
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
15
stuf
f
Content is the you talk about.
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
16
The Substance
What your brand does
and Essence
How you help ...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
17
Content + Social
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
18
It starts with the customer and their journey
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
Let’s consider… First time homebuyers
19
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
20
#1 Map your current
understanding.
#2 Insights from the
fron...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
21
Attracted
to rate
or offer.
Gets pre-
...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
22
Attracted
to rate
or offer.
Gets pre-
...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
23
Attracted
to rate or
offer.
Gets pre-
...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
24
START
HOME
SEARCH
GET PRE
APPROV.
HOME...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
First time homebuyers
25
START
HOME
SEARCH
GET PRE
APPROV.
HOME...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
26
Our young customers are on a home buying journey, starting o...
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
27
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
28
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
29
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
30
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
31
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
32
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
33
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
34
35
So how does this work?
cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/
@bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent
36
The Holy Grail
is the RIGHT CONTENT
in the RIGHT PLACE
at th...
@bstat, @jdojc, @SecondCityBiz #SMWContent
OUT
Copy
Campaigns
Launch
Messaging
Repurpose
Channels
Commodity
Let’s change o...
@bstat, @jdojc, @SecondCityBiz #SMWContent
38
Real marketing power of
content comes when you
focus not on helping the
sell...
Thank you.
ariad.ca/ideas
ariad.ca
@ariadcomm
Baron Manett @bstat
Jason Dojc @jdojc
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People Focused Content Strategy

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People Focused Content Strategy was presented at the Second City Theatre on Wednesday September 24, 2013 as part of Social Media Week.

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  • Friendfeed, MySpace,Nexopia, Redstone in the context of no one watches a channel they watch a show. Gates in the announcement of MSNBC
  • Add Nike + and Dove Sketches + Dollar shave
  • Customer experience matters like never before.More complex: multichannel, multi-device, mobile. Consumers are demanding more bespoke, personalized and social interactions.Forces us to create content that truly serves customers’ needs.
  • Content strategy: From opportunity to planMove from the opportunity to interact with customers to planning the actual interaction including the content, the channel, the format, the tone and voice, the call to action. This is a strategically-focussed, content-led creative exercise.This exercise is holistic – seeing each content moment as a step along the customer journey towards achieving their goals as well as towards “conversion” for our product or service offering. A deep understanding of the journey and our customer insights allows us to much more accurately forecast what will likely be the right content, in the right format, at the right time.
  • What is the opportunity for content here?Information and advice about financing options, including calculators.What’s different?Buyers are more confident, have a specific house in mind, are less concerned about rate, are out of home often but are mobile savvy, and may buy soon.
  • People Focused Content Strategy

    1. 1. People Focused Content Strategy #SMWContent Baron Manett @bstat Jason Dojc @jdojc Sandy Marshall @marshallsandy Ariad @ariadcomm Second City @SecondCityBiz
    2. 2. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 2 Baron Manett SVP, Strategy @bstat Jason Dojc Senior Digital Strategist @jdojc
    3. 3. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 3 Social  Content
    4. 4. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 4 Social  Content
    5. 5. 5 Let’s do social media marketing? What about [insert new platform marketing manager’s kid is on]? “Content is King” (Allegedly coined by Bill Gates in 1996 or Sumner Redstone earlier) Visibility Time
    6. 6. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 6 1900 1904 1951 1986 2010 2013
    7. 7. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 7 27 millionpieces of new content shared every day Source: AOL and Nielsen 2012
    8. 8. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 8 9 in 10organizations market with content Source: Content Marketing Institute
    9. 9. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 9 78%of CMOs think custom content is the future of marketing Source: eConsultancy
    10. 10. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 10 86% of B2C marketers use content marketing 91% of B2B marketers use content marketing Source: eMarketer
    11. 11. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Visibility Time 11 We need to do content marketing!!!
    12. 12. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 12 Content ≠ Copy
    13. 13. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 13 Content ≠ Media
    14. 14. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 14 Content ≠ Messaging
    15. 15. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 15 stuf f Content is the you talk about.
    16. 16. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 16 The Substance What your brand does and Essence How you help your consumer CONTENT IS...
    17. 17. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 17 Content + Social
    18. 18. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 18 It starts with the customer and their journey
    19. 19. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent Let’s consider… First time homebuyers 19
    20. 20. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 20 #1 Map your current understanding. #2 Insights from the front line. #3 Add customer research. #4 Map multi- channel journey. #5 Identify content opportunities #6 Content strategy, plan, execution.
    21. 21. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 21 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator.
    22. 22. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 22 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator.
    23. 23. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 23 Attracted to rate or offer. Gets pre- approved. Buys house. Closes mortgage based on approved rate. Visits web site for rates and calculator. *for illustration purposes only
    24. 24. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 24 START HOME SEARCH GET PRE APPROV. HOME SEARCH REQUEST HIGHER AMOUNT EDUCATE RE HOME BUYING FIND DREAM HOUSE EVALUATE OPTIONS BUY HOUSE CLOSE MORT- GAGE IN BRANCH OUT OF HOME WEB SITE REALTOR OFFICE AT HOME CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
    25. 25. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent First time homebuyers 25 START HOME SEARCH GET PRE APPROV. HOME SEARCH REQUEST HIGHER AMOUNT EDUCATE RE HOME BUYING FIND DREAM HOUSE EVALUATE OPTIONS BUY HOUSE CLOSE MORT- GAGE IN BRANCH OUT OF HOME WEB SITE REALTOR OFFICE AT HOME CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER ?? ?? ?? ?? ?? ?? ?? ?? ??
    26. 26. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 26 Our young customers are on a home buying journey, starting out fearful and knowing little about real estate or home financing. As they shop for a home and get pre-approved they grow in knowledge and confidence and their needs for information and advice move from the general to the specific – “does my income, with this mortgage, allow me to buy this home? During this journey, they are frequently on the move, dealing with different professionals and interacting both online and offline. In the end, the mortgage that has the right features (not the lowest rate) will win them over. First time homebuyers
    27. 27. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 27
    28. 28. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 28
    29. 29. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 29
    30. 30. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 30
    31. 31. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 31
    32. 32. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 32
    33. 33. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 33
    34. 34. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 34
    35. 35. 35 So how does this work? cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/
    36. 36. @bstat, @jdojc, @marshallsandy, @SecondCityBiz #SMWContent 36 The Holy Grail is the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME
    37. 37. @bstat, @jdojc, @SecondCityBiz #SMWContent OUT Copy Campaigns Launch Messaging Repurpose Channels Commodity Let’s change our mindset 37 IN Content Programs Longevity Engagement Nimble Journeys Asset
    38. 38. @bstat, @jdojc, @SecondCityBiz #SMWContent 38 Real marketing power of content comes when you focus not on helping the seller sell, but helping the buyer buy. Mark Michaud @MichaudMark
    39. 39. Thank you. ariad.ca/ideas ariad.ca @ariadcomm Baron Manett @bstat Jason Dojc @jdojc

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