Ryan Wilkins, CEO, RAW Productions Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. theryanwilkinsRyan Wilkins www.rawproductions.tv
Content marketing
Planning, delivering and
distributing stand-out content

2. Our journey

3. Then Now

4. Audiences don’t live their lives
according to your schedule.

5. 2004 2017

6. Content marketing has become a
new discipline for marketers.

7. The brain processes
visuals 60,000x
faster than text
Visual communication
has been around for
over 30,000 years.
Text-based only 3,700.

8. Video in an email
leads to 200-300%
increase in click-
through rates
Including a video on a
landing page
increases conversion
by 80%

9. Can content help you achieve
your objectives?

10. Objectives
Grow
subscribers
Increase
donations
Improve brand
awareness
Recruit
volunteers
Encourage
fundraising

11. One piece of content can’t do
everything.

12. Today’s talk
• Introduction to content strategy
• Examine case study
• Methodology
• Top tips from agency-side

13. “The aim of content marketing is to
impact and influence audiences with
truly relevant and useful content,
with the end goal of driving profitable
action.”
Content Marketing Institute

14. Content benefits all forms of marketing
Inbound marketing: drive traffic and leads.
Social media marketing: engage customers directly.
SEO: search engines reward quality, consistent content.
PR: address issues readers care about.
PPC: needs great content behind it.
Content strategy: part of most content marketing strategies.
Content Marketing Institute

15. What does a content
marketing strategy look like?

16. Without a strategy
EXAMPLE #1

17. ATL: TV
ORGANIC
DIRECT
HERO
SOCIAL
EMAIL
ııı
MONTH 1 2
CAMPAIGN #1
PRE LAUNCH POST

18. Funnel

19. Symptoms
• Lack of engagement
• Dwindling user-base / subscribers
• No long-term uplift
• Poor conversion & ROI
• Negative view of the brand

20. With a strategy
EXAMPLE #2

21. Strategic content strands
1x film
HERO HUB HELP
1x film 2x films 4x films
• identify the audience
• focusses the purpose of content
• helps decide the proportion of the
budget to spend on production
and promotion
• set expectations / KPIs
Benefits:

22. Definitions:
Generate awareness
HERO
Front cover
HUB
Regular features
Grow subscribers
HELP
Letters to editor
Create advocates
£££ ££ £

23. Funnel
HEROCold
HUBWarm
HELPHot

24. ATL: TV
BTL: PAID
BTL: ORGANIC
BTL: DIRECT
HERO
HUB
HELP
HERO
HUB
HELP
HELP
MONTH 1 2 3
CAMPAIGN #2
PRE LAUNCH POST
CAMPAIGN #1

25. Funnel
HEROCold
HUBWarm
HELPHot

26. Case study
facebook.com/MarieCurieUK
Great Daffodil Appeal 2017

30. Awareness Purpose
EmotionalRational
Inspire
C
onvince
Educate
Entertain

31. Great Daffodil Appeal 2017HEROHUBHELP
1x film

32. Funnel
VIEWS
SUBSCRIBERS
ENGAGEMENT
CONVERSIONS
500k
50k
5k

33. 2017 Year Planner
facebook.com/MarieCurieUK

34. ATL: TV
BTL: PAID
BTL: ORGANIC
BTL: DIRECT
HERO
HUB
HELP
HERO
HUB
HELP
HELP
J F M A M J J A S O N D
CAMPAIGN #1 CAMPAIGN #2

35. Videocontentactivity
0
25
50
75
100
Time
J F M A M J J A S O N D
CAMPAIGN #1 CAMPAIGN #2

36. Our methodology

37. • Assess
• Plan
• Create
• Reach

38. Assess your current situation
and identify clear objectives.
1. Assess

39. Current situation
• How established are your channels?
• How competitive is the space?
• Who are your stakeholders?
• What is your budget?
• What are your resources?
Useful tools:
Social Bakers

40. Audiences
• Who are your audience?
• What are their needs, wants and challenges?
• What channels/content do they engage with?
• What do you know about your current followers?
Useful tools:
Social Bakers

45. Objectives
• What are the fundraising and marketing objectives?
• What do you want content to achieve? Be realistic!
• What are your expectations?

46. 2. Plan
Plan your channels, budget and
content schedule.

47. Use Hero, Hub, Help to
partition your budget

48. TOTAL CAMPAIGN BUDGET
70% - Production
25%
35%
40%
HERO HUB HELP
30% - Promotion
25%
35%
40%

49. Your content plan

50. Objective Film # Vision Tone Treatment KPIs
Hero
Build and raise
awareness of the
brand story.
1 Inspire Inspiring
Big picture emotive story with one
simple message.
• Reach
• Impressions
• Views
• Bounce rate
• CPV
Hub
Reach, engage and
convert new
audiences.
2 Educate
Matter of fact, friendly,
informal, informative
Bold, on-trend mixed media
shorts on interesting topics.
• Website traffic
• CPC
• Social engagement
• Followers
• Comments
3 Persuade
Authentic, personal,
documentary style
Intimate, frank short
documentaries (rather than
‘charity ads’).
Help
Improve retention
and engagement.
4
Convert
Sincere, friendly,
reassuring
Infographic style informative
longer-length series.
• Mailing list signups
• Forms
5
Energetic, inspiring,
friendly, expert
Updates on activities and calls to
arms.
6
Direct, energetic,
encouraging
• Friendly
Straight to camera messages from
CEO

51. Channels
• Don’t spread yourself too thin
• Start with the channel most relevant to your audience
• Establish results on 1 channel and build from there

52. 3. Create
What creative approach should we take?

53. What your
audience
want to hear
What you
want to say
Sweet spot
Always put the user first

55. 4. Reach
Reach the right people, in the right place, at the
right time.

56. How much spend should I
put behind my content?

57. TOTAL CAMPAIGN BUDGET
70% - Production
25%
35%
40%
HERO HUB HELP
30% - Promotion
25%
35%
40%

58. Strand Content budget Production budget Distribution budget Target views
Hero
Raise awareness
£50k
£28k
40%
£12k
40%
1.2m
Hub
Engage &
convert
£30k
£24.5k
35%
£10.5k
35%
1.05m
Help
Retain
£20k
£17.5k
25%
£7.5k
25%
750k
Total £100k £70k
70%
£30k
30%
3m

59. Every part of a video view
drives value.
From the initial impression to a
complete video view and
everything in between.

60. Top tips

61. Be aware of trends
360 / VR
Vertical video
Cinemagraphs
Snapchat-style
editorial

62. Testing

63. Remember planning & lead times:

64. Manage your stakeholders - and keep
your agency in the loop
Power
High
Monitor
Keep
Satisfied
Encourage
and influence
Keep
Informed
Low
High
Interest
• Make sure stakeholders are
identified early on.
• Create a timeline for feedback so
they know when and how their
input will be incorporated.

65. Think of the bigger picture

66. No one video can do it all.
BUT
If resources are limited -
Don’t make it say everything
Don’t let it stand alone
Run with the opportunity

67. A goal without a plan is just a wish.
Antoine de Saint-Exupéry

68. www.rawproductions.tv
ryan@rawproductions.tv