IIF2018 - Vicke cheung - success beyond links
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The document discusses strategies for creating effective branded content. It emphasizes that content should provide value to both the brand and the audience. It recommends starting with micro-conversions like growing social media followers rather than difficult-to-measure metrics like brand awareness. The document also presents a framework of HOW, NOW, WOW content types to educate, engage and entertain the audience. Real-world examples from Monster and other brands are provided. The key message is that content must offer informative, timely, and entertaining value in order to build the brand and relationships over the long-term.
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IIF2018 - Vicke cheung - success beyond links
- 3. The campaign objective: links @VickeKaravan
- 4. We bias our ideas to those that are newsworthy @VickeKaravan
- 5. Because this gets us links @VickeKaravan
- 6. “Does Google Still Need Links?” SearchLove San Diego 2017
- 7. Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
- 8. Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
- 9. Link-building might not be future-proof @VickeKaravan
- 10. “Win at brand awareness & perception” What should you do next? Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
- 11. Link-building only delivers indirect value @VickeKaravan
- 12. Marketing is promoting / selling products or services to people @VickeKaravan
- 13. You can get links even without people engaging with your content @VickeKaravan
- 14. It’s time to stop limiting content to being all about links @VickeKaravan
- 15. Start creating content that can deliver value by reaching people, not just search engines @VickeKaravan
- 16. What to expect in this presentation @VickeKaravan
- 17. What could this content be? Where does the value lie? Why will people care? When should you release content? @VickeKaravan 1. 2. 3. 4.
- 18. What could this content be? What’s the value for you? Why will people care? When should you release content? @VickeKaravan 1. 2. 3. 4.
- 19. What could this content be? What’s the value for you? What’s in it for your audience? When should you release content? @VickeKaravan 1. 2. 4. 3.
- 20. What could this content be? 1. @VickeKaravan
- 22. @VickeKaravan
- 23. @VickeKaravan
- 24. @VickeKaravan This is branded content
- 25. “Branded content will be at the heart of every marketing strategy.” @VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
- 28. “Branded content” @VickeKaravan can mean different things to different people
- 29. Broadly speaking @VickeKaravan To advertisers, branded content = paid media
- 30. Broadly speaking @VickeKaravan To advertisers, branded content = paid media To marketers, branded content = earned media
- 31. Does this logo qualify it as branded content?
- 33. This is only a small subset of branded content @VickeKaravan
- 34. @VickeKaravan ✤ Link-driven ✤ Doesn’t matter if people are reading/engaging ✤ Doesn’t matter if people remember the brand ✤ Minimally branded
- 35. This is content for link-building @VickeKaravan
- 36. @VickeKaravan Marketing strategies, like Red Bull’s, are different
- 37. @VickeKaravan ✤ Designed to reach people ✤ Aim to build a community of like-minded followers ✤ Not-product focussed ✤ Consistently and boldly branded
- 38. @VickeKaravan This is content for brand-building
- 39. “Red Bull’s brand awareness accomplishment is through the roof.” @VickeKaravanbit.ly/2lLTJHm
- 40. Great! How can we be the next Red Bull? @VickeKaravan
- 42. Not every company can invest in their own media house! @VickeKaravan
- 43. @VickeKaravan $64 million spend $2 million spend
- 44. They can justify this, because Red Bull Media House is no longer just a marketing cost centre… @VickeKaravan
- 45. It’s a profit generator @VickeKaravan
- 46. @VickeKaravan
- 49. @VickeKaravan ✤ Brands that act as media companies ✤ Profit centres ✤ Content that directly makes money ✤ E.g. 5. Run @VickeKaravan
- 50. Don’t try to run before you can walk! @VickeKaravan
- 52. @VickeKaravan ✤ No investment in content marketing ✤ Relies mainly on “push” communications (e.g. email marketing) 1. Stand
- 53. @VickeKaravan ✤ Early stages of content creation ✤ Focus is on one or two discrete channels (e.g. Facebook page) @VickeKaravan 2. Stretch
- 54. @VickeKaravan ✤ Unified strategy across multiple channels ✤ Results become more measurable ✤ Start to connect content with revenue @VickeKaravan 3. Walk
- 55. @VickeKaravan ✤ Scaling up your content strategy ✤ Requires solid executive buy-in @VickeKaravan 4. Jog
- 56. @VickeKaravan Results are relative. Whichever stage you’re at, you can still achieve a lot within your means
- 59. @VickeKaravan
- 60. @VickeKaravan Free content behind a lead-gen form
- 61. @VickeKaravan Connect the dots between who downloaded them and who later converted
- 62. The e-books contributed to $2.5 million in annual recurring revenue @VickeKaravan
- 63. However it’s not always easy or possible to measure revenue from content @VickeKaravan
- 64. Don’t worry! There are other ways to prove the value of content @VickeKaravan
- 65. What’s the value for you? 2. @VickeKaravan
- 67. @VickeKaravan Micro-conversions Things that happen in the lead up to a full conversion
- 68. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following
- 69. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following Easier to track
- 70. @VickeKaravan Grow your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase time spent with brand All concrete goals that can be easily measured @VickeKaravan
- 71. @VickeKaravan Grow your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase time spent with brand All concrete goals that can be easily measured @VickeKaravan
- 72. @VickeKaravan Brand awareness Brand sentiment Brand trust Much harder to measure accurately @VickeKaravan
- 73. @VickeKaravan Focus on these… @VickeKaravan Grow your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase time spent with brand
- 74. @VickeKaravan Focus on these… And these will naturally follow… Brand awareness Brand sentiment Brand trust @VickeKaravan Grow your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase time spent with brand
- 75. @VickeKaravan Attract consumers to test drive your product
- 76. @VickeKaravan @VickeKaravan Brand: Pierre Robert hosiery pierre-robert.com/
- 77. @VickeKaravan@VickeKaravan Goal: Get women to try their tights pierre-robert.com/
- 81. @VickeKaravan@VickeKaravan Results: 75% increase in future purchase intent
- 82. Content marketing isn’t a one-way relationship @VickeKaravan
- 83. You have to offer something valuable to your audience @VickeKaravan
- 84. What’s in it for your audience? 3. @VickeKaravan
- 85. @VickeKaravan@VickeKaravan HOW? NOW. WOW! Monster followed this framework
- 87. monster.com Increased: Page views by 18 million Job searches by 28% @VickeKaravan
- 90. @VickeKaravan@VickeKaravan NOW. WOW! How can you help your customers?
- 91. @VickeKaravan Give your audience what they’re searching for
- 93. @VickeKaravan@VickeKaravan What might your audience want but wouldn’t think to search for but would click on?
- 96. @VickeKaravan@VickeKaravan HOW? Content that’s topical and “now” WOW!
- 97. Content that’s topical and “now” Happens less frequently, than “how”. As and when there is something topical that’s also brand-relevant @VickeKaravan@VickeKaravan
- 98. @VickeKaravan@VickeKaravan Prepare for the predictable
- 100. @VickeKaravan@VickeKaravan Prepare to be agile
- 101. @VickeKaravan
- 105. Content that wows Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain. @VickeKaravan@VickeKaravan
- 108. Make people care about your content with… HOW? NOW. WOW! @VickeKaravan@VickeKaravan
- 110. Don’t try to run before you can walk @VickeKaravan@VickeKaravan
- 111. Figure out where you fit @VickeKaravan@VickeKaravan
- 112. Focus on these… And these will naturally follow… Brand awareness Brand sentiment Brand trust Grow your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase time spent with brand @VickeKaravan@VickeKaravan
- 113. @VickeKaravan HOW? NOW. WOW! You need to deliver value to your audience as well as to yourself @VickeKaravan@VickeKaravan
- 114. Don’t forget, it’s not always about link-building! @VickeKaravan
- 115. @VickeKaravan@VickeKaravan Get credit for the broader effects
- 116. @VickeKaravan@VickeKaravan Use the proven frameworks in order to achieve this
- 117. @VickeKaravan And make content that truly goes beyond link-building
- 119. Sources and credits http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/ Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley, C.C. Chapman Content: The New Marketing Equation, by Altimeter http://mediakix.com/2016/06/instagram-marketing-case-study-adidas-neo/#gs.null https://www.kingcontent.co.uk/case-studies/hans-smallgoods-oliving-life/ http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!uk-io-powerful-thinking http://contently.com/strategist/2017/01/11/shutterstock-90s-case-story/ http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page44.1 http://review.content-science.com/2016/10/the-how-now-wow-framework-thats-helped-monster-supercharge-its-content-kpis/ Images: Unsplash / Pixabay Font: Chivo (Google Font)