Why Content Marketing Doesn't have to be a Gamble - Janice W Chan
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This document discusses how content marketing does not have to be a gamble. It provides a three step strategy to turn content marketing from a gamble into an investment: 1. Know your customers through various data sources to build emotional connections. 2. Create smart content using customer data and insights to engage audiences authentically. 3. Amplify content strategically to attract and retarget prospects through an integrated approach across brands, teams, and technology.
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a wager for an
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Why Content Marketing Doesn't have to be a Gamble - Janice W Chan
- 1. ALL IN WHY CONTENT DOESN’T HAVE TO BE A GAMBLE
- 2. what is a gamble? a wager for an uncertain outcome [$]
- 3. which game gives the casino an edge?
- 4. why does content marketing seem like a gamble
- 7. We are not sure if the is content good / dud
- 8. HOW
- 9. 1.Know thy customers 2.Create Smart Content 3.Connect everything
- 10. 1. know thy customers Get to know your customer and build an emotional connection with them
- 11. use data for insights Search Intent Social Listening Connected Consumer Survey Digital Segments Owned Data
- 12. 2. create smart content Use data and listening to uncover opportunities to engage
- 13. • People love authenticity • People love content that talks to their needs not brands’ needs • People love relevance – time, place and context essence of lovable content
- 14. Smart Content DATA STRATEGY CREATE AMPLIFY MEASUREINSIGHTS
- 17. 3. connect everything Amplify content to gather prospects and retarget them in a smart way
- 18. SILOED BRANDS, PR, SALES REGIONAL TEAMS DIGITAL TECHNOLOGY WORKING SEPARATELY TO ATTRACT NEW USERS
- 19. 19 amplify & measure 1. DRIVE AWARENESS VIA BOUGHT MEDIA 2. USE APPROPRIATE INFLUENCERS 3. OPTIMIZE YOUR SEO 4. SET THE RIGHT KPIs
- 20. 0 0.5 1 1.5 2 Engagement Rate Audience Amplification Affinity/ Applause rate Theme Completion depth of… Subcriptions Objectives achieved Tokyo’s article Revenue: US$42K 15% to Japan All data as of 1st August 2016 content scorecard vanity metrics
- 21. digital content strategy CONTENT SOCIAL DISPLAY PROSPECT BUILD A quality, non- loyal but engaged audience New customers into sales & attract new Asia Pacific audiences CONVERT
- 23. one budget ALL IN CONTENT STRATEGY How can we improve our strategy by adjusting the role content plays? Direct Response/ Marketing/CRM Conten t Users Conversion s amplifycreate & host retargetbuild refine digital content strategy
- 24. strategy turns a bet into an investment 1. Know thy customers 2. Create smart content 3. Connect everything 4. Find the right agency
Editor's Notes
- show of hands on those if you are not sure if content marketing works Surely as experience CX people, we know that… Content is a great top funnel driver Content is better is than ads at connecting It allows brands to tell the story But problem is content sill feels like a gamble. Why?
- This goes back to whether you are getting an edge
- It’s a bet because you don’t know if it can help you make money Content is supposed to build your business Almost 80% of marketers state that being able to measure the ROI on content is their number one objective for 2015
- A lot of the uncertainty is due to a lack of strategy Most brands have no written strategy – content that seems to lack brand essence and any sort of relevant connection to consumers , provides little value to consumers. This is typical with brands chasing a hashtag. We need to think about what content will resonate AND drive business When you have no strategy, you’re leaving it to chance
- Chance – which also means we are not always sure if the content is good. If the content does anything for our business Bad content can be costly and damage your brand We are leaving too much to chance – Silos Leaving organically to spread and No proper KPIs
- 3 essentials to a content strategy
- Going back to marketing 101 Set the target Align with your target customer Lead to what type of content, where to find these customers,
- Where to find insights about customers? Owned data – best place to start - your internal data and brand targets Digital segmentation –bring in 3rd party data, find lookalikes, match and segment Social listening – for trends, preference of your segments Consumer surveys – another option Search intent – what are people asking google? is your content answering their questions?
- with insights on your customer then you can create content that they love
- Authenticity - ditch the brand – idea is create content that isn’t always selling Relevance – use data to deliver relevant message in the right format (think mobile)
- How do we make it smart – data makes it smart Insights from customer data Align with brand strategy We talked about the insights let’s talk about the strategy and creation
- Starwood key strategy – promote destinations with our hotels Search intent Tokyo first – most searched destinations Key destination for Starwood 4 key topic areas with specific search intent
- Created article about Tokyo on neighborhoods that are not usually in guide books We asked locals – barista, fashion designer for their tips – authenticity For our proprietary content hub – momentum.travel Taking it one more step It is completely unbranded
- Last important step to content strategy Bringing together the teams Amplify to right targets Aligning the digital strategy to complete the user experience – from prospecting all the way to conversion reMarketing to these new prospects
- Commonly seen in most organizations Starwood also had this problem. What we did – buy in from all groups–agreeing on what is good and bad content – does it fit with the strategy? One hub –easier tracking and optimization and management put in technology that allows us to track the customer journey
- Key success factor – amplify content KPIs – is really crucial – but it’s difficult because it seems so fluid. Most obvious one is ROI. We are lucky as a travel company can measure revenue generated from bookings
- For Tokyo article: Amplified to SG, HK and JP (based on our feeder market data) Content scorecard Taking the vanity out of vanity metrics Revenue influenced
- Maximize performance across the full customer journey: prospect – build – convert Leverage a combination of social, content and display media
- Conversion – with a new audience, based on engagement data remarket to them with relevant products/ offers
- Get to know your customer and build an emotional connection with them Use data and listening to uncover opportunities to engage Amplify content to gather prospects and retarget them in a smart way