16 July 2014 Copyright © Econsultancy
Content Marketing – 5 Essential
Findings From Our Research
Stefan Tornquist
VP Resea...
#1 Not going away
16 July 2014 2
16 July 2014 3Source: Econsultancy, 2014
Consumer
Brands
42%
34%
4%
20%
Global1,000–ConsumerBrands
Little has changed
Unde...
Content really is replacing [some] paid media
16 July 2014 4
78%
74%74%
65%
51% 48%
0%
30%
60%
90%
Senior leadership belie...
#2 Think like a CFO
16 July 2014 5
16 July 2014 6
Only…
30% look at conversion rates
30% at reduced support costs
25% at retention
12% higher order value
Making the case…
• Give it six months
• Establish internal benchmarks & draw connections
between easy to get metrics and d...
#3 Think program
16 July 2014 8
The 70: 20: 10 Rule at the BBC
70% of content20% of
content
10% of
content
Routine content management
(no development need...
Our own experience…
Launch/tweet/webinar in 30 days…
16 July 2014 10
Month 1 Month 2 Month 3 Month 4
Survey
launch
Blog po...
Our own experience…
Launch/tweet/webinar in 30 days or…
16 July 2014 11
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Su...
#4 Even more tech
16 July 2014 12
16 July 2014 13
… needs the
ability to select
page templates …
… without having to wait for input from any other Skype team
… flexibly fil...
Targets
Success
metrics
Content
production
Content
distribution
Content Review & Optimisation
Moving from a page-based
con...
Content Distribution
Rules-based, dynamic rendering of content (for
different devices and locations) would make
content di...
#5 White papers won’t cut it
16 July 2014 17
We’re all becoming “Millennials” in our media habits
16 July 2014 18
Consumes bites not meals
Most casual content via mobi...
16 July 2014 19
Short is good (<250 words)
Medium is bad (~250-1,000 words)
Long is good (>1,000 words)
Why bother?
(because a commitment to content and digital makes
companies more money than their competitors)
16 July 2014 20
Burberry’s 2006 Vision
16 July 2014 21
“ The vision was to be the FIRST company who
is FULLY DIGITAL…to build a SOCIAL
ent...
Aggressive digital investment
16 July 2014 22
MOBILE
SOCIAL
PHYSICAL
Burberry: Anyway, Anywhere
16 July 2014 23
Content-first, integrated strategy = money
16 July 2014 24
CAGR 00-11:
+4%
CAGR 00-11:
+14%
16 July 2014
Thank You!
25
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan
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Content Marketing - Five findings from Econsultancy's research

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A quick look at some of our recent research and experience in content marketing. No notes but I think it's fairly self explanatory.

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  • The 70:20:10 model of innovation suggests that 70% of effort goes into ‘business-as-usual’, 20% goes into business extension (testing variations on the business-as-usual model) and 10% goes into business innovation (testing radically different ideas that might grow to become the 70% in a few years time).

    Editors select templates and add text, images & video
    QA checks on content but not technology
    Business rules automatically adjust content for devices and can show different content to different audiences on same page
    Content can link to other content or data feeds
    The focus is on producing lots of good content and not letting technology get in the way
  • Need technology and processes that enable and facilitate good content management – not get in the way
  • Design content management systems to enable re-use and re-deployment of key content assets

    You do some of this now but what you do now not scalable or flexible enough to meet a content strategy that has ambition to deliver different content to different users routinely and efficiently
  • People are precious and machines are better at mundane, routine tasks. Automate processes to increase both effectiveness and efficiency
  • Content Marketing - Five findings from Econsultancy's research

    1. 1. 16 July 2014 Copyright © Econsultancy Content Marketing – 5 Essential Findings From Our Research Stefan Tornquist VP Research @MarketingStefan
    2. 2. #1 Not going away 16 July 2014 2
    3. 3. 16 July 2014 3Source: Econsultancy, 2014 Consumer Brands 42% 34% 4% 20% Global1,000–ConsumerBrands Little has changed Under pressure and vulnerable (Followers) Adapting to new challenges (Mainstream) Changing their sectors (Leaders)
    4. 4. Content really is replacing [some] paid media 16 July 2014 4 78% 74%74% 65% 51% 48% 0% 30% 60% 90% Senior leadership believe that content-based, “inbound” marketing will be the majority of media mix in the near to medium future Content-based, “inbound” marketing now represents more than 20% of media mix investment P Leaders Mainstream Followers Source: Econsultancy, 2014
    5. 5. #2 Think like a CFO 16 July 2014 5
    6. 6. 16 July 2014 6 Only… 30% look at conversion rates 30% at reduced support costs 25% at retention 12% higher order value
    7. 7. Making the case… • Give it six months • Establish internal benchmarks & draw connections between easy to get metrics and deeper ones • Measure anything you want, but report behaviors • Report short and quarterly 16 July 2014 7
    8. 8. #3 Think program 16 July 2014 8
    9. 9. The 70: 20: 10 Rule at the BBC 70% of content20% of content 10% of content Routine content management (no development needed) major minor Special projects Development
    10. 10. Our own experience… Launch/tweet/webinar in 30 days… 16 July 2014 10 Month 1 Month 2 Month 3 Month 4 Survey launch Blog post #1: research aims Report launch Press outreach Social Site page Blog post #2: Webinar/Hangout with Econsultancy Blog post #3: Page on site Links Blog post on main findings
    11. 11. Our own experience… Launch/tweet/webinar in 30 days or… 16 July 2014 11 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Survey launch Blog post #1: research aims Report launch Press outreach Social Site page Blog post #2: Blog post #4Webinar/Hangout with Econsultancy Blog post #3: Event with Econsultancy Page on site Links Blog post on main findings Interviews w/author Blog posts on sub- cuts of data Infographic on new slices Posts on verticals
    12. 12. #4 Even more tech 16 July 2014 12
    13. 13. 16 July 2014 13
    14. 14. … needs the ability to select page templates … … without having to wait for input from any other Skype team … flexibly fill these templates with components and sub-components … … and then fill those sub/components with content Targets Success metrics Content distribution Content review & optimisation Content production Skype defines what they need in a CMS…
    15. 15. Targets Success metrics Content production Content distribution Content Review & Optimisation Moving from a page-based content model to content objects … … that can be rendered in different ways in different contexts, and on different pages … and can have their effectiveness measured and optimised as a content object rather that a part of several different pages Content review & optimisation Skype defines what they need in a CMS…
    16. 16. Content Distribution Rules-based, dynamic rendering of content (for different devices and locations) would make content distribution much more efficient and scalable Targets Success metrics Content production Content review & optimisation Content distribution Skype defines what they need in a CMS…
    17. 17. #5 White papers won’t cut it 16 July 2014 17
    18. 18. We’re all becoming “Millennials” in our media habits 16 July 2014 18 Consumes bites not meals Most casual content via mobile device Media life dominated by images, not words
    19. 19. 16 July 2014 19 Short is good (<250 words) Medium is bad (~250-1,000 words) Long is good (>1,000 words)
    20. 20. Why bother? (because a commitment to content and digital makes companies more money than their competitors) 16 July 2014 20
    21. 21. Burberry’s 2006 Vision 16 July 2014 21 “ The vision was to be the FIRST company who is FULLY DIGITAL…to build a SOCIAL enterprise. Former Burberry CEO A. Ahrendts
    22. 22. Aggressive digital investment 16 July 2014 22
    23. 23. MOBILE SOCIAL PHYSICAL Burberry: Anyway, Anywhere 16 July 2014 23
    24. 24. Content-first, integrated strategy = money 16 July 2014 24 CAGR 00-11: +4% CAGR 00-11: +14%
    25. 25. 16 July 2014 Thank You! 25 Stefan Tornquist VP, research US Econsultancy @marketingStefan

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