Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing

290 views

Published on

ScribbleLive and Forrester Research Senior Analyst Ryan Skinner discuss how to optimize for the two types of content marketing.

Published in: Marketing
  • Be the first to comment

Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing

  1. 1. Featuring Guest Speaker Ryan Skinner Webinar: “Optimize the two kinds of Content Marketing” September 20, 2016
  2. 2. ScribbleLive enables every business to deliver predictable results through content & technology
  3. 3. How Brands Use ScribbleLive Dynamic content experiences (Second screen, UGC, audience interaction) Strategic planning & execution Data insights & influencer marketing Original content creation (Infographics, videos, micro content, interactives)
  4. 4. Optimize The Two Kinds Of Content Marketing Ryan Skinner, Senior Analyst September 20, 2016
  5. 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Driver 1: Changing Media Consumption Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US) Right about….now!
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Driver 2: Customer Experience Imperative Customer obsession is your only competitive advantage
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Content Marketing: Default Destination For Many Parallel Streams Search Social Digital Mobile Ad-Blocking Native Advertising Cord-cutting Marketing automation Common Denominators: Empowered customers & unbundled media
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Content Marketing: Default Destination For Many Parallel Streams Search Social Digital Mobile Ad-Blocking Native Advertising Cord-cutting Marketing automation Common Denominators: Empowered customers & unbundled media The Gigantic, Gassy Content Marketing Nebula
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Here’s How We Define Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Here’s How We Define Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value. Delivers an intrinsic benefit to an audience Centred on the customer and his or her situation Something immediate AND enduring
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 This Won’t Be Happening 2009 10 11 12 13 14 15 16 17 18 19 5% 10% 15% US$Billions Content marketing spending YoY % change YoYchangeinspending Source: PQ Media’s Global Content Marketing Forecast 2015-19
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 B2C Ups Investment On Content Marketing
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 B2B Ups Investment On Content Marketing
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Significant Sums Are Involved One of four of respondents said their budget would grow by roughly a third; One in two said it would grow more than 20%
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Two Marketing Strategies Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment”
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment” Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of direct marketing • Search/digital agencies, product marketers, customer experience • Concerned with metrics that align with points in customer life cycle • Should not require paid in order to succeed • AKA “Inbound Marketing”, but extends into other disciplines
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Customers don’t ask for it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…” <
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Customers don’t ask for it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…” <• Works only if customers want it • Forces painful cross- departmental collaboration • Leads to more effective media investments • Constrained at all times by its own value generation • “Fits how people buy…”
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing $$$ $$ <
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • An entire industry exists to help brands navigate and spend money on this approach • Media-led propositions are easier for traditional advertisers to buy • Professional creators and paid promotion make these visible • The KPIs are easy to establish and track <
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing <• An entire industry exists to help brands navigate and spend money on this approach • Media-led propositions are easier for traditional advertisers to buy • Professional creators and paid promotion make these visible • The KPIs are easy to establish and track • Rests on the marketer to grasp the shift and act on it • Forces greater collaboration with non-marketers • Is difficult to separate from the product or service itself • Is often less visible and less shiny
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Content strategy stems from brand strategy and customer strategy Brand/Business Strategy Customer Experience Strategy Content Strategy
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Factors Guiding Media-Led vs. Customer-Led Content Marketing Media-Led Customer-Led Low consideration High consideration Small assortment Large assortment Very high/low product differentiation Moderate product differentiation Lower channel control Higher channel control Low product/ problem complexity High product/ problem complexity
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Optimize Customer-Led Content Marketing
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Ease Planning For Content That Drives Customer Experience Effectiveness Emotion
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Customer Content Should Create Effectiveness J. Crew identified some of its most popular and valuable site searches to develop bespoke landing pages, with richer content. Source: https://www.jcrew.com/wedding.jsp
  29. 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Customer Content Should Create Ease AirBnB recognized an implicit desire to choose the right neighbourhood for a stay, and developed guides. It’s since expanded the section from 7 to 23 cities. Source: https://www.airbnb.com/locations
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Customer Content Should Impact Emotions JetBlue offers visitors to its JFK terminal the opportunity to watch premium Amazon content, a moment of unexpected joy that mimics the in-flight offerings.Source: https://skift.com/2015/12/11/jetblues-amazon-theater- and-the-benefits-of-having-your-own-terminal/
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 32 Optimize Media-Led Content Marketing
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Optimize Media-Led Content Marketing • Brand integration • Value • Impact • Context • Experience • Outcomes • Functionality
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 Optimize Media-Led Content Marketing
  34. 34. forrester.com Thank you Ryan Skinner rskinner@forrester.com
  35. 35. Media-led Content Marketing: Red Bull A content strategy fuelled by a rabid fan-base
  36. 36. Customer-led Content Marketing: Cisco Visual content that simplifies a complex purchase journey
  37. 37. Q & A
  38. 38. THANK YOU!! To learn more about ScribbleLive, visit us www.scribblelive.com.

×