FROM ANCHOR TO ASSET€¦ · Source: 2017 B2B Content Marketing Trends—North America: Content...

transcript

FROM ANCHOR TO ASSETHow Large Agencies Build Data-Driven Content Systems

@HE ATHER PH YSIO C @VML #MOZCON

2 , 6 0 0 + V M L E R S / / 2 9 L O C A T I O N S

ATLANTA BEIJING BOGOTÁ CAPE TOWN CHICAGO

GUANGZHOU JAKARTA JOHANNESBURG KALAMAZOO KANSAS CITY

KRAKOW KUALA LUMPUR LONDON MEMPHIS MEXICO CITY

MILAN MUMBAI NASHVILLE NEW DELHI NEW YORK

SAN FRANCISCO SÃO PAULO SEATTLE SHANGHAI SINGAPORE

SYDNEY TOKYO WARSAW WHITE SALMON

2 0 1 7 A W A R D E D W O R K2 7 L I O N S & 2 6 S H O R T L I S T S

ENTERPRISE AGENCY CLIENTS

IT WAS CHAOS.What the hell am I doing here?

SO I DID THE ONE THING I KNEW HOW TO DO.I started optimizing.

8 0 % G R O W T H 2 C O N S E C U T I V E Y E A R S

PA C I N G 4 0 % G R O W T H T H I S Y E A R

F R O M 1 E M P L OY E E I N 2 0 1 4 T O 1 2 I N 2 0 1 7

PROJECTED

TYLERHEATHER ANDRES JEFF BRITT

ELGINLAUREN CHRIS KASEY SHAYANNA

KRISTINA

AUSTIN

THEN WE HIT A CEILING.

SEO 101 ONLY TAKES CLIENTS SO FAR.Are the search partnerships we sold our clients worth it?

TECHNICAL?

TECHNICAL? CHECK.

ON-PAGE?

ON-PAGE? CHECK.

CONTENT?

CONTENT? CRAP.

CONTENT BUDGETS ARE GROWING

Source: PQ Media Global Content Marketing Forecast 2015 to 2019, almost 1500 content marketing agencies, publishers, affiliates and service firms in 80 countries.

Source: 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Increase

Unsure

Decrease

Remain the Same

45%14%

Increasing Dramatically

Source: Online survey of digital marketing professionals at advertising agencies conducted by Heather Physioc, March to June 2017, n=91.

Increasing Slightly

Staying the Same

Decreasing Slightly

Decreasing Dramatically

4.4%1.1%

72.5% of survey respondents believe their clients’ content marketing budgets will increase

CONTENT IS STILL ESSENTIAL TO PERFORM WELL IN SEARCH.

BUT WE SUCKED AT IT.

BUT WE WEREN’T ALONE.

AGENCIES REPORT HAVING TROUBLE WITH EVERY PART OF THE CONTENT WORKFLOW.

Source: Ad Age Content Strategy Studio, “The Future of Content” by The Content Council, June 2015. n=448

#CONTENTPROBS AMIRIGHT?

Source: 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Source: Online survey of digital marketing professionals at advertising agencies conducted by Heather Physioc, March to June 2017, n=91.

47.3% PROVING ROI

23.1% PROCESS OWNERSHIP

53.8% SELLING VALUE

38.5% BAD SCOPING

27.5% LACK OF PROCESS

14.3% SOURCING CREATION 1.1% DISTRIBUTION

56% CLIENT MATURITY

40.7% WORKING IN SILOS

22% DEPARTMENT BUY-IN

29.7% SCALABLE PRODUCTION

33% AFFORDABLE PRODUCTION

IF THERE’S A PROBLEM…

YO, I’LL SOLVE IT.@HE ATHER PH YSIO C @VML #MOZCON

LET’S FOCUS ON…

PROVING VALUE CREATING PROCESS SOURCING CONTENT

AGENCY ASSUMPTIONS

No one-size-fits-all approach for every

agency or client

Fueled by creativity and chaos - not

rigid process

Content formats and platforms will continue

to evolve

Every department thinks they own content.

TERRITORY

Everyone and no one owns content.

OWNERSHIP

We need to implement structure without sacrificing creativity.

PROCESS

We need to create content continuously & affordably.

SOURCING

PROVING VALUE

SO…Not everyone agrees on what “content” even means

CONTENTLEADSCUSTOMERS CUSTOMERTARGET

JOURNEYSPECIFIC

QUESTIONSASSETS

WRITTENANSWERS

TRAFFIC

CHANNELS AUDIENCECREATION

DIGITALSTRATEGIC

CREATING MARKETING

RELEVANT

CAMPAIGN VS. CONTINUOUS

CONSUMPTIVE

FUNCTIONAL

MULTI-CHANNEL

ASPIRATIONAL

CREATIVE

SINGLE STREAM

CONTINUOUSSHORT-TERM

NOW THAT WE’VE DEFINED “CONTENT” CLEARLY, HOW DO WE GET CLIENTS TO INVEST IN IT?

PRO-TIP: CLICKS DON’T MEAN JACK. MONEY TALKS.

ORGANIZATIONAL MATURITY

MANAGED CONTENT TREATED AS AN ASSET, MANAGED

WITH CHECKS & BALANCES IN PROCESS

& TECHNOLOGY.

STRATEGIC CONTENT KEY ASPECT OF BRAND’S DIGITAL

STRATEGY. PART OF THE DNA. DEFAULT STATE.

INTEGRATED PLANNING &

INTEGRATION AT PUBLISHING END, BUT

NOT EARLIER IN LIFECYCLE.

REACTIVE AD HOC. LITTLE THOUGHT TO

MANAGEMENT & CONSEQUENCES.

TACTICAL MANY PROCESSES IN CHANNEL SILOS. NO

CONNECTIONS BETWEEN THEM.

CONTENT MATURITY

CONTENT MARKETING: GROWING BASE VS. BUYING SPIKES

CAMPAIGN MODEL ONLY

TREND WITH CONTINUOUS CONTENT SUPPORT

CAMPAIGN + CONTINUOUS CONTENT MODEL

Growth

Atrophy

ATROPHY VS. GROWTHG

Look at this great progress we made with technical and basic on-page!

If we don’t create content, we will decline an estimated rate of X per year. Bummer.

If we invest in content expansion to serve searchers better, we can keep growing by this much!

DIGITAL CONTENT STRATEGY ORANIC TRAFFIC PROJECTIONS AND ROI VS. PAID MEDIA

Content Investment

$3.80$4.00

50,000

25,000

125,000

150,000

175,000

200,000

75,000

100,000

$75,000 $100,000 $125,000

Organic Traffic Growth Organic CPC Paid CPC

BUILDING A SYSTEM

SYSTEM REQUIREMENTS

Adaptable to current and new content formats

Sustainable, repeatable process

Easy to adopt and scale for large brands

Custom-tailored to every client

Stays true to agency’s creative roots

AGENCY BRIEF CHANNEL INPUTS CONTENT PLAYBOOK

CONTENT CALENDARPRODUCTION

APPROVALS AND AMPLIFICATION

THE AGENCY CONTENT FLYWHEEL“EDITOR IN CHIEF” OVERSEES PROCESS

Route for Optimization Route for Approvals Route for Publication & Amplification

APPROVALS AND AMPLIFICATION

THE AGENCY CONTENT FLYWHEEL

Keyword Research Social Listening Data Creative Insights PR Threats and Opportunities Media Channel Data Web Analytics Data User Experience Behavior Data

Content Pillars Content Types Content Cadence Digital Channels Measurement and KPIs

Over-arching Strategy Content Calendar (Subject, Keywords, Format, Specs/lengths, etc)

Sourced for Creation (In-house, Outsource, Client-created, Influencers, AI, etc.)

Audience Personas Brand Research Competitive

AGENCY BRIEF CHANNEL INPUTS CONTENT PLAYBOOK

PRODUCTION CONTENT CALENDAR

“EDITOR IN CHIEF” OVERSEES PROCESS

“YO, THIS LOOKS

HARD.”

THESE THINGS ARE ALREADY HAPPENING AT AGENCIES.

IN SILOS.

NOT EVERY AGENCY WILL HAVE THESE RESOURCES.

NOT EVERY CLIENT WILL HAVE THESE BUDGETS.

THIS IS A SKELETON ADAPT FOR YOUR REALITY

SOURCING CONTENT

+Message Control

-Single Campaign

Creativity

Completely Custom

Slow To Execute

Costly To Clients

IN-HOUSE CREATIVE

IN-HOUSE PRODUCTION

Quality Control Competing Demands

Speed To Market

Less Costly

Less Creativity

Customization

Multi-Format

OUTSOURCE

Content Specialty Extra Steps

Demand Flexibility

End-To-End System

Profit Margin

Quality Control

Speed To Market

Less Creativity

Automated & Easy Limited By Inputs

Multiple Platforms

Learns Over Time

Lacks Judgement

Quality Control

MAKE VS. BUY DECISION MODEL

Other Possible Criteria:

Difficulty to Implement Production Quality

Service Reliability Scoping Ease & Accuracy

Profitability Adaptability

Production

Outsource

Client

X-High HighLowHighCreative

Method Cost to Client Control Speed to

Market Creativity

High LowMediumHigh

Medium LowHighMedium

Low LowLowLow

BIG TAKEAWAYS

DEFINE CONTENT AND ALIGN COLLEAGUES AND CLIENTS

BUILD A FLEXIBLE SKELETON PROCESS WITH BUY-IN FROM ACROSS THE SHOP.

DO THE COST/BENEFIT ANALYSIS TO CHOOSE MAKE/BUY FOR EACH CLIENT.

GOODIES!

URL: https://mozcon.vmlconnect.com/ Username: VML Password: MozCon2017

PARTY ON.

FROM ANCHOR TO ASSET€¦ · Source: 2017 B2B Content Marketing Trends—North America: Content...

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