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A Strategic Roadmap to Content Marketing Success
This document provides a strategic roadmap for content marketing success. It discusses how the traditional linear model of brand-media-audience has become a continuous model. The marketing funnel has evolved into an hourglass model with phases including awareness, consideration, intent, purchase, retention, loyalty and advocacy. Case studies are presented that demonstrate how different companies have used content marketing successfully at each stage of the funnel. The presentation concludes by emphasizing the importance of defining objectives, creating a content plan and execution strategy, and focusing on measurable results.
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A Strategic Roadmap to Content Marketing Success
- 1. A Strategic Roadmapto Content Marketing Success! " AMA Chicago! January 31,2013! " ! 1!
- 2. partner! Laura Chavoen mentor! consumer! Strategist! fan! Senior Vice President geek! Director of Digital Strategy advocate! MSLGroup, Midwest! student! 2!
- 3. Why Are WeHere?! 3!
- 4. What Was Linear…! Brand" Media" Audience" 4!
- 5. …Has Become Continuous! Brand" Media" Audience" 5!
- 6. Traditional marketing talks at people. ! ! Content marketing talks with them.! " - Doug Kessler! 6!
- 7. Goals & Objectives CaseStudies Channel Integration ! 7!
- 8. The Marketing Funnel! Awareness Considera-on Intent Purchase 8!
- 9. The Marketing FunnelHourglass! Awareness Acquisi%on Considera-on Intent Purchase Reten%on Support Loyalty Referrals Advocacy 9! Credit: Jeremiah Owyang – Al%meter Group
- 10. The Marketing Hourglass! Awareness Considera-on Intent Purchase Support Loyalty Advocacy 10! Credit: Jeremiah Owyang – Al%meter Group
- 11. Awareness! Challenge! Create interest anddesire for product supporting a new but still growing marketing opportunity.! ! Approach! Hubspot offered branded books, articles, videos and graphics to help businesses understand the value of content marketing. ! ! Key Takeaway! Showing how content is both relevant AND necessary, they created an opportunity to provide solutions through their software.! ! 11!
- 12. Consideration! Challenge ! Differentiate Mint.comand stay top-of- mind in a competitive landscape that requires a significant amount of trust and frequent interaction.! ! Approach! Mint offers news, articles, slideshows, videos, guidelines and tips. The action- oriented content encourages activity and generates business intelligence.! ! Key Takeaway! By creating valuable information that is easily accessible, Mint iterates their user-friendly application, rooted in the gathered data.! 12!
- 13. Intent! Challenge! Remain in theconsideration set for long-lead, competitive products.! ! Approach! GMʼs community stories, events and support integrates products into the experiences, creating opportunity to build relationships between the company, the dealers and the audience.! ! Key Takeaway! By creating relationships through local content, Dealers gain permission to be a part of the community.! 13!
- 14. Support ! Challenge! Leverage data-drivenlearnings to extend the reach of The Betty Crocker Kitchens across channels.! ! Approach! Betty Crocker created a wide variety of content published on their website, email, social channels and in print, including video, how-to articles and recipes addressing key pain points. The program extended into full- year real time engagement across channels.! ! Key Takeaway ! The Betty911 program extends The Kitchensʼ expertise with valuable, relevant and real-time customer support around data-driven topics.! 14!
- 15. Loyalty! Challenge! Content structure offeringvaluable resources to non-members that also rewards and encourages membership.! ! Approach! AMEX Open encourages community activity and engagement for earned points, redeemable for premium content.! ! Key Takeaway! This actionable content provides rich data and opportunities for targeted, contextual content and integrated products and services.! 15!
- 16. Advocacy! Challenge! Extend the outdoorexperience inside and online, creating and supporting brand champions.! ! Approach! REI integrates content integrated with relevant products, and creates and nurtures relationships by utilizing customers in content and curating content from valued external sources.! ! Key Takeaway! REI provides tools and content for all audiences, from novice to experienced explorers. ! 16!
- 17. Purchase! Opportunity! Leverage customer browse, purchaseand review data to drive preference.! ! Approach! Amazon uses our data to present us with relevant content (and products), at the right moment, in the right context.! ! Key Takeaway! In addition to integrating brand and customer content, they provide a rich, consistent and contextual experience. ! 17!
- 18. Channel Integration! Corporate Curated Experiences Content Content Digital + Social Mobile Networks Channels Brand Content Expert Customer Content Content Print Events 18!
- 19. Process Brand Character Content Strategy,Plan Success Measures ! 19!
- 20. Customers, Competitors, Listen, Learn, Define Channels, Content & Refine Objectives Creators Execute Audit + + Engage Assess Content Creation Create Strategic + Curation Plan Develop Content Plan Content Plan Define Brand Engagement Character & Success Metrics 20!
- 21. Brand Character! Brand Promise" Brand Personality" Brand Experience" Vision/Mission! Brand Persona! Behaviors! Brand Values! The Brand WOULD Touch points! say…! Brand Value Desirability, Usability, Proposition! The Brand WOULD Utility! NOT say…! Brand Positioning Employees! Statement! Creative Guidelines! ! 21!
- 22. Content Strategy! Brand 75% Brand Content" 35%" + 25% Non-Brand Content" Products, Services 30%" Influencers, Advocates 35%" Thought Leadership, Innova%on 22!
- 23. Content Execution Plan! Positioning:Curated Content, Not Constant Content.! ! • Brand Perspectives, Resources: 4 per week! Brand, Products • Customer Thoughts: 2 per week, with variation across topics! & Services ! • In the News: 2 per week, or as relevant! " " Influencers, • Influencer POVs: 1-2 per week (with follow-up when relevant)! Advocates ! • Customer Profiles: 2 times per month! " Thought • Internal SMEs: 3 times per month, or as available! Leadership, • External Perspectives: 2 times per month, or as needed! Innovation ! " Frequency: 4-5 days a week! Time of Day: To be determined based on metrics and to find the right cadence! 23!
- 24. Content Type! • White Papers! • Trend Reports! • Articles, Posts! • Q&As/Roundtables! • Video! • Animated GIFs! • Infographics! • Comics/Cartoons! • Social Posts! • Livestreaming! • Links! • Memes! • Images! • Music/Playlists! • User Content! • Data! • Stories! • Podcasts! • Case Studies! • Presentations! • Websites! • Data Sheets! • Support! • Calculators! • Reference/Resources! • Games! • Magazines! • Events! • Email! • Metadata! 24!
- 25. Content Creator! • White Papers! • Trend Reports! • Articles, Posts! • Q&As/Roundtables! • Video! • Animated GIFs! • Infographics! • Comics/Cartoons! • Social Posts! • Livestreaming! • Links! • Memes! • Images! • Music/Playlists! • User Content! • Data! • Stories! • Podcasts! • Case Studies! • Presentations! • Websites! • Data Sheets! • Support! • Calculators! • Reference/Resources! • Games! • Magazines! • Events! • Email! • Metadata! 25!
- 26. Content is King,Context is the Kingdom! 26!
- 27. Success Measures! Channel Metrics" Subs, Visits/Visitors, Duration, Distribution Entry/Exit URLS! Bounce Rates, Unsubs/ Fans/Followers! Impressions! UnFan, Follow! Content Reach" Reach, Likes, Print, Download, Bookmarks, Social Opens, Clicks, Views, Forwards! Shares, RTs, Reblogs! Bookmarks! Consumption! Customer Engagement" Questions & PTAT, Lists, Polls & Surveys! Ratings & Reviews! Submissions! Comments, UGC ! Business Intelligence" User Content, Ratings Device, Location, OS! Referring, Industry Standards, & Reviews! Most / Least Benchmarks & Content! Changes! 27!
- 28. Focus on Results! Objec-ves Adjust" Plan" Metrics," Insights" con%nue Audience," Strategy" Insights" Try something else Metrics," Strategy" Insights" Adjust" Design Plan" Execute Measure Design Execute Strategy" Measure 28! Credit: David Armano
- 29. Thank You!" " @chavoen! " ! 29!
- 30. The Leading EngagementAgency" We are Publicis flagship consumer engagement agency, with integrated capabilities including public relations, public MSLGROUP is the leading affairs, financial communications, social media, branding, advertising and digital.! communications and engagement company in Publicis Groupe - providing clients with unbound creativity and value in the always-on conversation.! ! 30!