SlideShare a Scribd company logo
1 of 109
S U C K
Hello
Ben Grossman
VP, Strategy Director
Jack Morton Worldwide
e: ben_grossman@jackmorton.com
m: 617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: jackmorton.com/blog
Follow us on twitter: @jackmorton
Visit us online: www.jackmorton.com
T A B L E O F C O
N T E N T S
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
T H E C O N T E N T M A R K E
T I N G L A N D S C A P E
What
is content
marketing?
What
is content
marketing?
A strategic
marketing approach
focused on creating
and distributing
valuable, relevant,
and consistent
content to attract and
retain a clearly
defined audience—
and, ultimately,
to drive profitable
customer action.
Content Marketing Institute
By
2020,
customers will
manage 85% of their
relationships without
talking to a human.
Gartner Prediction
of marketers will be creating
more content in 2015.
69 CMI, 2015
%
of all content marketers
struggle to produce
engaging content.
Half
Marketing Profs, 2015
of content marketers
admit that they either
don’t have a strategy or
that plans live in a
separate, stand-alone
document.
2/3
Smart Insights, 2015
77
%
say they are not successful in tracking
the ROI of their content programs.
CMI, 2015
89
%
of content marketers are focused
on creating more engaging, higher
quality content now or within the
next 12 months.
CMI, 2015
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
So what
exactly is
an Editorial
Calendar?
Depends
who you
ask.
So what
exactly is
an Editorial
Calendar?
14 15
16
T H E E D I T O R I A L
C A L E N D A R
14
16
T H E E D I T O R I A L
C A L E N D A R
Often a spreadsheet,
calendar, or digital
tool ...
15
14 15
16
T H E E D I T O R I A L
C A L E N D A R
Often a spreadsheet,
calendar, or digital
tool ...
... that ensures a constant
flow of content is being
posted to digital channels.
14 15
T H E E D I T O R I A L
C A L E N D A R
Often a spreadsheet,
calendar, or digital
tool ...
... that ensures a constant
flow of content is being
posted to digital channels.
Many times they focus on dates,
topics, headlines, authors, owners,
content status and categories.
Our
beef with
Editorial
Calendars?
It’s not
about the
tool (to be
honest). It’s
how you
use it.
Our
beef with
Editorial
Calendars?
Editorial Calendars*
can put an undue
emphasis on filling
in blanks, rather
than accomplishing
business objectives
and resonating with
audiences.
Editorial Calendars*
can put an undue
emphasis on filling
in blanks, rather
than accomplishing
business objectives
and resonating with
audiences.
Some organizations
appropriately, use
Editorial Calendars to
capture much more than
the basics, including
objectives, metrics and
strategic guidance.
*
Similarly, some
brands assume
content can do
anything (or should
do everything).
That’s not so.
Similarly, some
brands assume
content can do
anything (or should
do everything).
That’s not so.
Is content in or out?
1. Define business
objectives
2. Understand target
audience
3. Creative ideation
process
4. Assemble
communications plan
5. Decide whether content
is part of the proper
communications plan to
meet objectives
Side
effects of
Editorial
Calendars
include...
Death
by obscure
holidays
Death
by obscure
holidays
March 15th is: National
Buzzards Day Brutus
Day True Confessions
Day Incredible Kids Day
World Consumer Rights
Day Ides of March
National Peanut Lovers
Day Pears Helene Day
Does your brand
really need to celebrate
#PancakeDay?
Hideous
spreadsheets
Could there be a
less inspiring format
for your content?
Gimmicky
efforts to
“bulk up“
your editorial
calendar
Does anything
sound less strategic?
Let’s
break
it down.
V S .
What
Editorial
Calendars
are good
at…
V S .
What
Editorial
Calendars
are good
at…
What
Editorial
Calendars
suck at…
Ordering chaos
Submitting for legal approvals
Project management
Gathering input and
creating buy-in
Introducing discipline
What Editorial Calendars
are good at:
V S .
C O N T E N T
O R G A N I Z A T I O N
EDITORIAL CALENDARS ARE GOOD AT:
Breaking through
Creating omni-channel ideas
Being agile/opportunistic
Protecting audiences
Motivating creativity
What Editorial Calendars
suck at:
C O N T E N T
O R G A N I Z A T I O N
V S .
C O N T E N T
C R E A T I O N
EDITORIAL CALENDARS ARE GOOD AT:
EDITORIAL CALENDARS SUCK AT:
One other risk:
The practice of optimizing
at a granular, surface level
(on a per-post basis).
—
One other risk:
The practice of optimizing
at a granular, surface level
(on a per-post basis).
—
This leads brands to create shallow,
widely appealing content simply to
achieve positive engagement rates
(lots of likes, comments and shares).
In so doing, they can lose sight of the
brand’s larger objectives.
“You need to find guardrails.
If we base our spend purely
on optimizing engagement,
10% of our content will drive
90% of engagement.
But that may not suit
our strategic priorities.
Downstream value doesn’t
register as quickly.”
–
Luke Kintigh
Global Content and Media Strategist, Intel
Benefits of
thinking beyond
the Editorial
Calendar:
• True optimization
• Increased response rates
• First-mover advantage
Media efficiencyBenefits of
thinking beyond
the Editorial
Calendar:
• True optimization
• Increased response rates
• First-mover advantage
Media efficiency
• Right time, right audience
• Content that builds
• Objective-driven calls
to action
Customer
lifecycle value
Benefits of
thinking beyond
the Editorial
Calendar:
• Pass-along value
• Unique, compelling
point of view
• Experience beyond
consumption
Brand
Differentiation
• True optimization
• Increased response rates
• First-mover advantage
Media efficiency
• Right time, right audience
• Content that builds
• Objective-driven calls
to action
Customer
lifecycle value
Benefits of
thinking beyond
the Editorial
Calendar:
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
How do you
create
content that
doesn’t suck?
Do
something
extraordinary.
—
How do you
create
content that
doesn’t suck?
Extraordinary
content starts with an
extraordinary idea.
—
Extraordinary
content starts with an
extraordinary idea.
—(Not with a series of boxes on a page.)
Extraordinary
content starts with an
extraordinary idea.
—(Not with a series of boxes on a page.)
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
Ask
three
questions
C O N S U M E R - I N S P I R E D
1What does my
community care
about?
Ask
three
questions
C O N S U M E R - I N S P I R E D
1
2
What does my
community care
about?
Who are we
authentically?
Ask
three
questions
C O N S U M E R - I N S P I R E D
1
2 3
What does my
community care
about?
Who are we
authentically?
How can
we deliver an
extraordinary
value proposition?
Ask
three
questions
C O N S U M E R - I N S P I R E D
• Social issues
• Other brands
• Elements of their lives
• Challenges they face
• Something else
What does my
community care about?
1
Who are we
authentically?
2
Taylor is
nailing it.
How can we deliver
an extraordinary
value proposition?3
A magic
combination:
high perceived
value, high
potential to
achieve results.
Red Bull’s
consumer-
inspired
approach
“The idea was always to
find a way to have the
fans lead the conversation
about the brand, and
the brand to enable
it, rather than the top
down approach of the
brand publishing a
message to reach its fans.”
–
Tessa Barrera
Red Bull
Former Global Head of Social Media
Red Bull Stratos
• More than 8 MM consecutive
live streams (YouTube record)
• 7% of entire internet
conversation
• 2 MM unique consumer
engagements
• Top 10 Twitter trending topics
in 6 countries, 8 global Twitter
trending topics
• 400% increase over
average consumer engagement
“Red Bull does not
focus on what they
sell, they focus on who
they are: a company
that brings excitement
to its advocates.
Isn’t that what an energy
drink does? Why not
focus on it?”
–
Tessa Barrera
Red Bull
Former Global Head of Social Media
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
Ask
three
questions
D A T A - D R I V E N
1
What is my
customer’s lifecycle?
Ask
three
questions
D A T A - D R I V E N
1
2
What is my
customer’s lifecycle?
What are the
appropriate
times for
content to
play a role?
Ask
three
questions
D A T A - D R I V E N
1
2 3
What is my
customer’s lifecycle?
What are the
appropriate
times for
content to
play a role?
How can I use the
digital and offline
body language of
my audience to
personalize
their content
experiences?
Ask
three
questions
D A T A - D R I V E N
What is my
customer’s lifecycle?
1
The right
place for
content varies
significantly by
category and
brand.
What is my
customer’s lifecycle?
1
The right
place for
content varies
significantly by
category and
brand.
“We do not need to be slaves to
the data. We should use data to
inspire us and our teams.
We want to use data as a
starting point and a way to
validate, but we don’t want to
use data to replace decision
making.”
–
Dr. Laura Granka
UX Manager
Google
What are the
appropriate times for
content to play a role?
2
Context
+ Content
Intent
What are the
appropriate times for
content to play a role?
2
Context
+ Content
Intent
“It’s about combining
compelling stories and
predictable output and
results.
Marketing
has increased its contribution
to the pipeline by 120%.”
–
Claudia Hoeffner
Sr. Director, Demand Generation & Channel Strategy
Acquia
How can I use the digital and
offline body language of my
audience to personalize their
content experiences?
3
of marketers say they
take a sophisticated
approach to measuring
content performance
against customer
segments.
Forrester
12%
MINI USA’s
data-driven
approach
“We use data and
analytics to measure
trends and
engagement across
all of our channels
because it keeps us
informed as to what
works best.”
–
Lee Nadler
Marketing Communications Manager
MINI USA
MINI Lost & Found
• New items every
two months
• Partnerships with
premium brands
• Quality lead capture
from unique sources
• Data-driven follow-up
“We have a number of
programs we use to
measure this
information and that
shapes some of our
thinking in terms of
where we focus our
attention, how we
want to target our
audience, and what
we need to consider
when building out a
strategy.”
–
Lee Nadler
Marketing Communications Manager
MINI USA
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
C O N V E R S A T I O N - L E D
Ask
three
questions
1
Does my brand
have permission to
play in this
conversation?
C O N V E R S A T I O N - L E D
Ask
three
questions
1
2
Does my brand
have permission to
play in this
conversation?
Will the brand’s
presence in a
conversation
add value
or noise?
C O N V E R S A T I O N - L E D
Ask
three
questions
1
2 3
Does my brand
have permission to
play in this
conversation?
Will the brand’s
presence in a
conversation
add value
or noise?
Should I
start a new
conversation,
or join an
existing one?
C O N V E R S A T I O N - L E D
Ask
three
questions
Does my brand have
permission to play in
this conversation?1
Think less about
what to post next
and more about
what to do next
that’s worth
posting.
Will the brand’s presence
in a conversation add
value or noise?
2
Real Time
Right Time
≠
Will the brand’s presence
in a conversation add
value or noise?
2
Real Time
Right Time
≠
Should I start a new
conversation or join an
existing one?
3
Be on the way,
not in the way.
Should I start a new
conversation or join an
existing one?
3
Be on the way,
not in the way.
Royal Bank of Scotland placed
mortgage calculator tool
directly into a popular site for
house hunters.
It was the perfect example
of a sought-after content utility
in a specific context that drove
business outcomes. RBS
recorded thousands of leads
that generated business from
the tactic.
Forrester
T-Mobile’s
conversation
-led approach
Because baseball fans
in particular love
accessing stats, replays
and live feeds during
games, T-Mobile has
worked to deliver the
best possible network
experience to ballparks
across the country.
–
T-Mobile
Biggest 7th Inning Ever
• 231 MM impressions
• 40 MM trend impressions
on Twitter
• 496,000 engagements
through influencers
Be on the
way,
not in the
way.
“T-Mobile and Major League
Baseball chose ‘Take Me Out to
the Ball Game’ as the theme of
the tribute to the game because
it is such a quintessential part
of every ballpark experience.
[It is] the third most frequently
sung song in America behind
only ‘The Star-Spangled
Banner’ and ‘Happy Birthday
to You.’”
–
T-Mobile
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
C O N S U M E R - I N S P I R E D
D A T A - D R I V E N
C O N V E R S A T I O N - L E D
Ready to
put your
idea to the
test?
The
3-2-1
idea test
—
Ready to
put your
idea to the
test?
2
1
The 3-2-1 idea test
A truly pure
idea can
generally be
expressed in:
3words
sentences
paragraph
Example: Coca-Cola’s
Open Happiness
3 words: Delightfully Surprising Moments
2 sentences: To deliver on Coca-Cola’s promise of
happiness, the brand will surprise consumers in
delightful ways when they’re least expecting it.
A series of stunts, witnessed by few, but then
experienced by many online will constitute share-able
content that brings the brand’s positioning to life.
1 paragraph: While Coca-Cola is at the center of culturally iconic
moments, some functional brand elements can be mundane: vending
machines, delivery trucks and bottle disposal. These moments lend
themselves to delightful surprises that literally open moments of happiness at
the point of interaction with the brand. As these moments are created, they’ll
be captured as digital assets and told in compelling, share-able ways that
are native to social platforms. By passing them along, consumers will have
the opportunity to share their happiness with their friends.
Content Marketing
Landscape
S M T W T F S
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30
New Content
Creation Models
S M T W T F S
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
Examining Editorial
Calendars
S M T W T F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
T A B L E O F C O
N T E N T S
Talk to us
–
Contact Ben Grossman
VP, Strategy Director
e: ben_grossman@jackmorton.com
m: 617.752.1711
t: @BenGrossman
Read our blog at
blog.jackmorton.com
Follow us on Twitter
@jackmorton
Visit us online at
jackmorton.com
We’re a global brand experience
agency. We generate breakthrough
ideas, connecting brands and people
through experiences that transform
business. Our portfolio of award-
winning work spans 75 years across
event marketing, sponsorship marketing,
promotion and activation, experience
strategy, employee engagement,
digital, social, and mobile. Ranked at
the top of our field, Jack Morton is part
of the Interpublic Group of Companies,
Inc. (NYSE: IPG). More information is
available at: www.jackmorton.com.
About Jack
–
S U C K

More Related Content

What's hot

Design Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you thinkDesign Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you think
Digital Surgeons
 

What's hot (20)

Applying ResearchOps and DesignOps in globally distributed teams @ the Global...
Applying ResearchOps and DesignOps in globally distributed teams @ the Global...Applying ResearchOps and DesignOps in globally distributed teams @ the Global...
Applying ResearchOps and DesignOps in globally distributed teams @ the Global...
 
DesignOps Handbook Condensed
DesignOps Handbook CondensedDesignOps Handbook Condensed
DesignOps Handbook Condensed
 
10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation
 
Future of advertising: Agency as a platform
Future of advertising: Agency as a platformFuture of advertising: Agency as a platform
Future of advertising: Agency as a platform
 
Strong but wrong
Strong but wrongStrong but wrong
Strong but wrong
 
Brand Planning for Clients
Brand Planning for ClientsBrand Planning for Clients
Brand Planning for Clients
 
Efficient Teams Do Not Happen. They are Designed. It's called DesignOps
Efficient Teams Do Not Happen. They are Designed. It's called DesignOpsEfficient Teams Do Not Happen. They are Designed. It's called DesignOps
Efficient Teams Do Not Happen. They are Designed. It's called DesignOps
 
Why and when should you think DesignOps?
Why and when should you think DesignOps?Why and when should you think DesignOps?
Why and when should you think DesignOps?
 
SXSW 2016 takeaways
SXSW 2016 takeawaysSXSW 2016 takeaways
SXSW 2016 takeaways
 
Kickstarting Design Thinking
Kickstarting Design ThinkingKickstarting Design Thinking
Kickstarting Design Thinking
 
Shaping and implementing a DesignOps function
Shaping and implementing a DesignOps functionShaping and implementing a DesignOps function
Shaping and implementing a DesignOps function
 
31+ Startup Tools, Both Online & Offline
31+ Startup Tools, Both Online & Offline31+ Startup Tools, Both Online & Offline
31+ Startup Tools, Both Online & Offline
 
Six Key Design Thinking Principles
Six Key Design Thinking PrinciplesSix Key Design Thinking Principles
Six Key Design Thinking Principles
 
10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
Design Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you thinkDesign Thinking: The one thing that will transform the way you think
Design Thinking: The one thing that will transform the way you think
 
DesignOps and ProductOps: why do we need them?
DesignOps and ProductOps: why do we need them?DesignOps and ProductOps: why do we need them?
DesignOps and ProductOps: why do we need them?
 
Design Thinking in Solving Problem - HCMC Scrum Breakfast - July 27, 2019
Design Thinking in Solving Problem - HCMC Scrum Breakfast - July 27, 2019Design Thinking in Solving Problem - HCMC Scrum Breakfast - July 27, 2019
Design Thinking in Solving Problem - HCMC Scrum Breakfast - July 27, 2019
 
Beyond Design Thinking at DNA
Beyond Design Thinking at DNABeyond Design Thinking at DNA
Beyond Design Thinking at DNA
 
20 Steps To Your Life Passion
20 Steps To Your Life Passion20 Steps To Your Life Passion
20 Steps To Your Life Passion
 

Viewers also liked

Tmk Presentation 2011
Tmk Presentation 2011Tmk Presentation 2011
Tmk Presentation 2011
semyon
 

Viewers also liked (20)

Brand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience BrandsBrand As Verb: Principles of High Performing Experience Brands
Brand As Verb: Principles of High Performing Experience Brands
 
Second Screen Strategy: Planning For (And Against) A Multi-Screen World
Second Screen Strategy: Planning For (And Against) A Multi-Screen WorldSecond Screen Strategy: Planning For (And Against) A Multi-Screen World
Second Screen Strategy: Planning For (And Against) A Multi-Screen World
 
Progressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental DataProgressive Profiling Strategy: The Power of Incremental Data
Progressive Profiling Strategy: The Power of Incremental Data
 
Straight Outta Consciousness: Virtues of positive living as told via 
Ice Cub...
Straight Outta Consciousness: Virtues of positive living as told via 
Ice Cub...Straight Outta Consciousness: Virtues of positive living as told via 
Ice Cub...
Straight Outta Consciousness: Virtues of positive living as told via 
Ice Cub...
 
Second screen strategy: Digital, social & mobile best practices for conferenc...
Second screen strategy: Digital, social & mobile best practices for conferenc...Second screen strategy: Digital, social & mobile best practices for conferenc...
Second screen strategy: Digital, social & mobile best practices for conferenc...
 
Lessons in Content Creation - from 12 of the Greatest Innovators of All Time
Lessons in Content Creation - from 12 of the Greatest Innovators of All TimeLessons in Content Creation - from 12 of the Greatest Innovators of All Time
Lessons in Content Creation - from 12 of the Greatest Innovators of All Time
 
DAS: The Media Kitchen: The Rise of the Indies
DAS: The Media Kitchen: The Rise of the IndiesDAS: The Media Kitchen: The Rise of the Indies
DAS: The Media Kitchen: The Rise of the Indies
 
4A's Transformation-Mahi deSilva ppt_Mde silva .4as_v5
4A's Transformation-Mahi deSilva ppt_Mde silva .4as_v54A's Transformation-Mahi deSilva ppt_Mde silva .4as_v5
4A's Transformation-Mahi deSilva ppt_Mde silva .4as_v5
 
Tmk Presentation 2011
Tmk Presentation 2011Tmk Presentation 2011
Tmk Presentation 2011
 
Facebook Timeline: A Marketer's Guide To Making The Most Of 2012 Changes
Facebook Timeline: A Marketer's Guide To Making The Most Of 2012 ChangesFacebook Timeline: A Marketer's Guide To Making The Most Of 2012 Changes
Facebook Timeline: A Marketer's Guide To Making The Most Of 2012 Changes
 
Marketing To Women 2012: Beyond Pink
Marketing To Women 2012: Beyond PinkMarketing To Women 2012: Beyond Pink
Marketing To Women 2012: Beyond Pink
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & Brands
 
15 black and white quotes to bring colour to your startup
15 black and white quotes to bring colour to your startup15 black and white quotes to bring colour to your startup
15 black and white quotes to bring colour to your startup
 
How to successfully market and communicate your F&B offer to customers - Eat ...
How to successfully market and communicate your F&B offer to customers - Eat ...How to successfully market and communicate your F&B offer to customers - Eat ...
How to successfully market and communicate your F&B offer to customers - Eat ...
 
Brand building—core concepts for all brands—workhorse to iconic
Brand building—core concepts for all brands—workhorse to iconicBrand building—core concepts for all brands—workhorse to iconic
Brand building—core concepts for all brands—workhorse to iconic
 
4 things your ad agency is secretly dying to tell you
4 things your ad agency is secretly dying to tell you4 things your ad agency is secretly dying to tell you
4 things your ad agency is secretly dying to tell you
 
Workshop de Jornada do Usuário - The Developer's Conference São Paulo 2016
Workshop de Jornada do Usuário - The Developer's Conference São Paulo 2016Workshop de Jornada do Usuário - The Developer's Conference São Paulo 2016
Workshop de Jornada do Usuário - The Developer's Conference São Paulo 2016
 
Design thinking para startups no Festival Path
Design thinking para startups no Festival PathDesign thinking para startups no Festival Path
Design thinking para startups no Festival Path
 
BMGI Automotive Industry Event - Executive Summary
BMGI Automotive Industry Event - Executive SummaryBMGI Automotive Industry Event - Executive Summary
BMGI Automotive Industry Event - Executive Summary
 
ESU Value Proposition Canvas
ESU Value Proposition CanvasESU Value Proposition Canvas
ESU Value Proposition Canvas
 

Similar to Content Creation Best Practices & The Problem With Editorial Calendars

Modern Marketers Guide to 2017 Planning
Modern Marketers Guide to 2017 PlanningModern Marketers Guide to 2017 Planning
Modern Marketers Guide to 2017 Planning
Robin Izsak-Tseng
 
B2b digital marketing strategies
B2b digital marketing strategiesB2b digital marketing strategies
B2b digital marketing strategies
Daniel Heerkens
 
Content Marketing Whitepaper-2
Content Marketing Whitepaper-2Content Marketing Whitepaper-2
Content Marketing Whitepaper-2
jonobermeyer
 

Similar to Content Creation Best Practices & The Problem With Editorial Calendars (20)

Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
 
Content-tastic Calender 2015
Content-tastic Calender 2015Content-tastic Calender 2015
Content-tastic Calender 2015
 
Modern Marketers Guide to 2017 Planning
Modern Marketers Guide to 2017 PlanningModern Marketers Guide to 2017 Planning
Modern Marketers Guide to 2017 Planning
 
Spotlight on linkedin best practices
Spotlight on linkedin best practicesSpotlight on linkedin best practices
Spotlight on linkedin best practices
 
How to create a massive linked in referral network with the most influential ...
How to create a massive linked in referral network with the most influential ...How to create a massive linked in referral network with the most influential ...
How to create a massive linked in referral network with the most influential ...
 
How to create a massive linked in referral network with the most influential ...
How to create a massive linked in referral network with the most influential ...How to create a massive linked in referral network with the most influential ...
How to create a massive linked in referral network with the most influential ...
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign Measurement
 
Social Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign MeasurementSocial Listening in Practice: Campaign Measurement
Social Listening in Practice: Campaign Measurement
 
181120 HIØ What is inbound marketing.pptx
181120 HIØ What is inbound marketing.pptx181120 HIØ What is inbound marketing.pptx
181120 HIØ What is inbound marketing.pptx
 
2016 Content Marketing Playbook
2016 Content Marketing Playbook2016 Content Marketing Playbook
2016 Content Marketing Playbook
 
The Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeThe Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next Decade
 
Linkedin secret-sauce
Linkedin secret-sauceLinkedin secret-sauce
Linkedin secret-sauce
 
B2b digital marketing strategies
B2b digital marketing strategiesB2b digital marketing strategies
B2b digital marketing strategies
 
The Secret Sauce - How LinkedIn uses LinkedIn for marketing
The Secret Sauce - How LinkedIn uses LinkedIn for marketingThe Secret Sauce - How LinkedIn uses LinkedIn for marketing
The Secret Sauce - How LinkedIn uses LinkedIn for marketing
 
Fitlife Owners Event 2017, Social Media Made Simple for Health Clubs
Fitlife Owners Event 2017, Social Media Made Simple for Health ClubsFitlife Owners Event 2017, Social Media Made Simple for Health Clubs
Fitlife Owners Event 2017, Social Media Made Simple for Health Clubs
 
Content Marketing Whitepaper-2
Content Marketing Whitepaper-2Content Marketing Whitepaper-2
Content Marketing Whitepaper-2
 
8 Big Mistakes digital marketers should avoid in 2017
8 Big Mistakes digital marketers should avoid in 20178 Big Mistakes digital marketers should avoid in 2017
8 Big Mistakes digital marketers should avoid in 2017
 
Social Media Monitoring & Measurement
Social Media Monitoring & MeasurementSocial Media Monitoring & Measurement
Social Media Monitoring & Measurement
 
Where To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs WebsiteWhere To Spend Your Marketing Budget - Social media Vs Website
Where To Spend Your Marketing Budget - Social media Vs Website
 
Webinar: The Best of LinkedIn: How Brands Are Using the Platform to Win
Webinar: The Best of LinkedIn: How Brands Are Using the Platform to WinWebinar: The Best of LinkedIn: How Brands Are Using the Platform to Win
Webinar: The Best of LinkedIn: How Brands Are Using the Platform to Win
 

More from Ben Grossman

More from Ben Grossman (13)

The New Viral: Effective, Not Just Infective
The New Viral: Effective, Not Just InfectiveThe New Viral: Effective, Not Just Infective
The New Viral: Effective, Not Just Infective
 
10 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 201310 Social Best Practices from the Best Social Brands of 2013
10 Social Best Practices from the Best Social Brands of 2013
 
CES 2013: Who Attends CES & How Brands, Marketers & Exhibitors Can Reach Them
CES 2013: Who Attends CES & How Brands, Marketers & Exhibitors Can Reach ThemCES 2013: Who Attends CES & How Brands, Marketers & Exhibitors Can Reach Them
CES 2013: Who Attends CES & How Brands, Marketers & Exhibitors Can Reach Them
 
Social Media & Tourism: 10 Tips to Attract Travelers
Social Media & Tourism: 10 Tips to Attract TravelersSocial Media & Tourism: 10 Tips to Attract Travelers
Social Media & Tourism: 10 Tips to Attract Travelers
 
Like Change? Facebook Upgrades: 2011
Like Change? Facebook Upgrades: 2011Like Change? Facebook Upgrades: 2011
Like Change? Facebook Upgrades: 2011
 
2011 CES Social Report
2011 CES Social Report2011 CES Social Report
2011 CES Social Report
 
5 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 20105 Lessons Learned: the Best of Social Media in 2010
5 Lessons Learned: the Best of Social Media in 2010
 
Knowing the Newsumer: Consumer Decision Making in a Digital World
Knowing the Newsumer: Consumer Decision Making in a Digital WorldKnowing the Newsumer: Consumer Decision Making in a Digital World
Knowing the Newsumer: Consumer Decision Making in a Digital World
 
The Upside of a Downturn: Broker Business Building on a Budget
The Upside of a Downturn: Broker Business Building on a BudgetThe Upside of a Downturn: Broker Business Building on a Budget
The Upside of a Downturn: Broker Business Building on a Budget
 
Out-Think | Marketing Start-ups, From The Ground Up
Out-Think | Marketing Start-ups, From The Ground UpOut-Think | Marketing Start-ups, From The Ground Up
Out-Think | Marketing Start-ups, From The Ground Up
 
Mobile Marketing Mystery
Mobile Marketing MysteryMobile Marketing Mystery
Mobile Marketing Mystery
 
How We All Became Elvis: A Note On Online Personal Branding
How We All Became Elvis: A Note On Online Personal BrandingHow We All Became Elvis: A Note On Online Personal Branding
How We All Became Elvis: A Note On Online Personal Branding
 
Aggregation Conversation
Aggregation ConversationAggregation Conversation
Aggregation Conversation
 

Recently uploaded

Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 

Recently uploaded (20)

SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdfSAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
What is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and DisadvantagesWhat is Digital Marketing? Advantages and Disadvantages
What is Digital Marketing? Advantages and Disadvantages
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
DSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEODSOM Dehradun-Mastering-Off & on Page-SEO
DSOM Dehradun-Mastering-Off & on Page-SEO
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 

Content Creation Best Practices & The Problem With Editorial Calendars

  • 1. S U C K
  • 2. Hello Ben Grossman VP, Strategy Director Jack Morton Worldwide e: ben_grossman@jackmorton.com m: 617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: jackmorton.com/blog Follow us on twitter: @jackmorton Visit us online: www.jackmorton.com
  • 3. T A B L E O F C O N T E N T S Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
  • 4. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 5. T H E C O N T E N T M A R K E T I N G L A N D S C A P E
  • 7. What is content marketing? A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience— and, ultimately, to drive profitable customer action. Content Marketing Institute
  • 8.
  • 9. By 2020, customers will manage 85% of their relationships without talking to a human. Gartner Prediction
  • 10. of marketers will be creating more content in 2015. 69 CMI, 2015 %
  • 11. of all content marketers struggle to produce engaging content. Half Marketing Profs, 2015
  • 12. of content marketers admit that they either don’t have a strategy or that plans live in a separate, stand-alone document. 2/3 Smart Insights, 2015
  • 13. 77 % say they are not successful in tracking the ROI of their content programs. CMI, 2015
  • 14. 89 % of content marketers are focused on creating more engaging, higher quality content now or within the next 12 months. CMI, 2015
  • 15. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 16. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 17. So what exactly is an Editorial Calendar?
  • 18. Depends who you ask. So what exactly is an Editorial Calendar?
  • 19. 14 15 16 T H E E D I T O R I A L C A L E N D A R
  • 20. 14 16 T H E E D I T O R I A L C A L E N D A R Often a spreadsheet, calendar, or digital tool ... 15
  • 21. 14 15 16 T H E E D I T O R I A L C A L E N D A R Often a spreadsheet, calendar, or digital tool ... ... that ensures a constant flow of content is being posted to digital channels.
  • 22. 14 15 T H E E D I T O R I A L C A L E N D A R Often a spreadsheet, calendar, or digital tool ... ... that ensures a constant flow of content is being posted to digital channels. Many times they focus on dates, topics, headlines, authors, owners, content status and categories.
  • 24. It’s not about the tool (to be honest). It’s how you use it. Our beef with Editorial Calendars?
  • 25. Editorial Calendars* can put an undue emphasis on filling in blanks, rather than accomplishing business objectives and resonating with audiences.
  • 26. Editorial Calendars* can put an undue emphasis on filling in blanks, rather than accomplishing business objectives and resonating with audiences. Some organizations appropriately, use Editorial Calendars to capture much more than the basics, including objectives, metrics and strategic guidance. *
  • 27. Similarly, some brands assume content can do anything (or should do everything). That’s not so.
  • 28. Similarly, some brands assume content can do anything (or should do everything). That’s not so. Is content in or out? 1. Define business objectives 2. Understand target audience 3. Creative ideation process 4. Assemble communications plan 5. Decide whether content is part of the proper communications plan to meet objectives
  • 31. Death by obscure holidays March 15th is: National Buzzards Day Brutus Day True Confessions Day Incredible Kids Day World Consumer Rights Day Ides of March National Peanut Lovers Day Pears Helene Day
  • 32. Does your brand really need to celebrate #PancakeDay?
  • 34. Could there be a less inspiring format for your content?
  • 39. V S . What Editorial Calendars are good at… What Editorial Calendars suck at…
  • 40. Ordering chaos Submitting for legal approvals Project management Gathering input and creating buy-in Introducing discipline What Editorial Calendars are good at:
  • 41. V S . C O N T E N T O R G A N I Z A T I O N EDITORIAL CALENDARS ARE GOOD AT:
  • 42. Breaking through Creating omni-channel ideas Being agile/opportunistic Protecting audiences Motivating creativity What Editorial Calendars suck at:
  • 43. C O N T E N T O R G A N I Z A T I O N V S . C O N T E N T C R E A T I O N EDITORIAL CALENDARS ARE GOOD AT: EDITORIAL CALENDARS SUCK AT:
  • 44. One other risk: The practice of optimizing at a granular, surface level (on a per-post basis). —
  • 45. One other risk: The practice of optimizing at a granular, surface level (on a per-post basis). — This leads brands to create shallow, widely appealing content simply to achieve positive engagement rates (lots of likes, comments and shares). In so doing, they can lose sight of the brand’s larger objectives.
  • 46. “You need to find guardrails. If we base our spend purely on optimizing engagement, 10% of our content will drive 90% of engagement. But that may not suit our strategic priorities. Downstream value doesn’t register as quickly.” – Luke Kintigh Global Content and Media Strategist, Intel
  • 47. Benefits of thinking beyond the Editorial Calendar:
  • 48. • True optimization • Increased response rates • First-mover advantage Media efficiencyBenefits of thinking beyond the Editorial Calendar:
  • 49. • True optimization • Increased response rates • First-mover advantage Media efficiency • Right time, right audience • Content that builds • Objective-driven calls to action Customer lifecycle value Benefits of thinking beyond the Editorial Calendar:
  • 50. • Pass-along value • Unique, compelling point of view • Experience beyond consumption Brand Differentiation • True optimization • Increased response rates • First-mover advantage Media efficiency • Right time, right audience • Content that builds • Objective-driven calls to action Customer lifecycle value Benefits of thinking beyond the Editorial Calendar:
  • 51. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 52. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 53. How do you create content that doesn’t suck?
  • 55. Extraordinary content starts with an extraordinary idea. —
  • 56. Extraordinary content starts with an extraordinary idea. —(Not with a series of boxes on a page.)
  • 57. Extraordinary content starts with an extraordinary idea. —(Not with a series of boxes on a page.)
  • 58. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 59. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 60. Ask three questions C O N S U M E R - I N S P I R E D
  • 61. 1What does my community care about? Ask three questions C O N S U M E R - I N S P I R E D
  • 62. 1 2 What does my community care about? Who are we authentically? Ask three questions C O N S U M E R - I N S P I R E D
  • 63. 1 2 3 What does my community care about? Who are we authentically? How can we deliver an extraordinary value proposition? Ask three questions C O N S U M E R - I N S P I R E D
  • 64. • Social issues • Other brands • Elements of their lives • Challenges they face • Something else What does my community care about? 1
  • 66. How can we deliver an extraordinary value proposition?3 A magic combination: high perceived value, high potential to achieve results.
  • 68. “The idea was always to find a way to have the fans lead the conversation about the brand, and the brand to enable it, rather than the top down approach of the brand publishing a message to reach its fans.” – Tessa Barrera Red Bull Former Global Head of Social Media
  • 69. Red Bull Stratos • More than 8 MM consecutive live streams (YouTube record) • 7% of entire internet conversation • 2 MM unique consumer engagements • Top 10 Twitter trending topics in 6 countries, 8 global Twitter trending topics • 400% increase over average consumer engagement
  • 70. “Red Bull does not focus on what they sell, they focus on who they are: a company that brings excitement to its advocates. Isn’t that what an energy drink does? Why not focus on it?” – Tessa Barrera Red Bull Former Global Head of Social Media
  • 71. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 72. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 73. Ask three questions D A T A - D R I V E N
  • 74. 1 What is my customer’s lifecycle? Ask three questions D A T A - D R I V E N
  • 75. 1 2 What is my customer’s lifecycle? What are the appropriate times for content to play a role? Ask three questions D A T A - D R I V E N
  • 76. 1 2 3 What is my customer’s lifecycle? What are the appropriate times for content to play a role? How can I use the digital and offline body language of my audience to personalize their content experiences? Ask three questions D A T A - D R I V E N
  • 77. What is my customer’s lifecycle? 1 The right place for content varies significantly by category and brand.
  • 78. What is my customer’s lifecycle? 1 The right place for content varies significantly by category and brand. “We do not need to be slaves to the data. We should use data to inspire us and our teams. We want to use data as a starting point and a way to validate, but we don’t want to use data to replace decision making.” – Dr. Laura Granka UX Manager Google
  • 79. What are the appropriate times for content to play a role? 2 Context + Content Intent
  • 80. What are the appropriate times for content to play a role? 2 Context + Content Intent “It’s about combining compelling stories and predictable output and results. Marketing has increased its contribution to the pipeline by 120%.” – Claudia Hoeffner Sr. Director, Demand Generation & Channel Strategy Acquia
  • 81. How can I use the digital and offline body language of my audience to personalize their content experiences? 3 of marketers say they take a sophisticated approach to measuring content performance against customer segments. Forrester 12%
  • 83. “We use data and analytics to measure trends and engagement across all of our channels because it keeps us informed as to what works best.” – Lee Nadler Marketing Communications Manager MINI USA
  • 84. MINI Lost & Found • New items every two months • Partnerships with premium brands • Quality lead capture from unique sources • Data-driven follow-up
  • 85. “We have a number of programs we use to measure this information and that shapes some of our thinking in terms of where we focus our attention, how we want to target our audience, and what we need to consider when building out a strategy.” – Lee Nadler Marketing Communications Manager MINI USA
  • 86. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 87. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 88. C O N V E R S A T I O N - L E D Ask three questions
  • 89. 1 Does my brand have permission to play in this conversation? C O N V E R S A T I O N - L E D Ask three questions
  • 90. 1 2 Does my brand have permission to play in this conversation? Will the brand’s presence in a conversation add value or noise? C O N V E R S A T I O N - L E D Ask three questions
  • 91. 1 2 3 Does my brand have permission to play in this conversation? Will the brand’s presence in a conversation add value or noise? Should I start a new conversation, or join an existing one? C O N V E R S A T I O N - L E D Ask three questions
  • 92. Does my brand have permission to play in this conversation?1 Think less about what to post next and more about what to do next that’s worth posting.
  • 93. Will the brand’s presence in a conversation add value or noise? 2 Real Time Right Time ≠
  • 94. Will the brand’s presence in a conversation add value or noise? 2 Real Time Right Time ≠
  • 95. Should I start a new conversation or join an existing one? 3 Be on the way, not in the way.
  • 96. Should I start a new conversation or join an existing one? 3 Be on the way, not in the way. Royal Bank of Scotland placed mortgage calculator tool directly into a popular site for house hunters. It was the perfect example of a sought-after content utility in a specific context that drove business outcomes. RBS recorded thousands of leads that generated business from the tactic. Forrester
  • 98. Because baseball fans in particular love accessing stats, replays and live feeds during games, T-Mobile has worked to deliver the best possible network experience to ballparks across the country. – T-Mobile
  • 99. Biggest 7th Inning Ever • 231 MM impressions • 40 MM trend impressions on Twitter • 496,000 engagements through influencers
  • 100. Be on the way, not in the way. “T-Mobile and Major League Baseball chose ‘Take Me Out to the Ball Game’ as the theme of the tribute to the game because it is such a quintessential part of every ballpark experience. [It is] the third most frequently sung song in America behind only ‘The Star-Spangled Banner’ and ‘Happy Birthday to You.’” – T-Mobile
  • 101. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 102. C O N S U M E R - I N S P I R E D D A T A - D R I V E N C O N V E R S A T I O N - L E D
  • 103. Ready to put your idea to the test?
  • 104. The 3-2-1 idea test — Ready to put your idea to the test?
  • 105. 2 1 The 3-2-1 idea test A truly pure idea can generally be expressed in: 3words sentences paragraph
  • 106. Example: Coca-Cola’s Open Happiness 3 words: Delightfully Surprising Moments 2 sentences: To deliver on Coca-Cola’s promise of happiness, the brand will surprise consumers in delightful ways when they’re least expecting it. A series of stunts, witnessed by few, but then experienced by many online will constitute share-able content that brings the brand’s positioning to life. 1 paragraph: While Coca-Cola is at the center of culturally iconic moments, some functional brand elements can be mundane: vending machines, delivery trucks and bottle disposal. These moments lend themselves to delightful surprises that literally open moments of happiness at the point of interaction with the brand. As these moments are created, they’ll be captured as digital assets and told in compelling, share-able ways that are native to social platforms. By passing them along, consumers will have the opportunity to share their happiness with their friends.
  • 107. Content Marketing Landscape S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 New Content Creation Models S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Examining Editorial Calendars S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 T A B L E O F C O N T E N T S
  • 108. Talk to us – Contact Ben Grossman VP, Strategy Director e: ben_grossman@jackmorton.com m: 617.752.1711 t: @BenGrossman Read our blog at blog.jackmorton.com Follow us on Twitter @jackmorton Visit us online at jackmorton.com We’re a global brand experience agency. We generate breakthrough ideas, connecting brands and people through experiences that transform business. Our portfolio of award- winning work spans 75 years across event marketing, sponsorship marketing, promotion and activation, experience strategy, employee engagement, digital, social, and mobile. Ranked at the top of our field, Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at: www.jackmorton.com. About Jack –
  • 109. S U C K