Content Marketing / edge / May 2014

GETCLOS

ER

hello.

closer

!

we bring people to brands

Content for brand building?

96% of Australian marketers use content marketing but only 29% believe that they are effective at it.Content Marketing in Australia Trends 2013 – Content

Marketing Institute / Association for data-driven marketing & advertising (ADMA)

relevant authentic entertaining credible

valuable content

innovative

savvy consumers

consumers research

5.3 10.4

Source: http://www.google.com/think/research-studies/the-zero-moment-of-truth-macro-study.html

purpose-led marketing

If you stand for something, you will always find some people for you and some people against you. If you stand for nothing, you will find nobody against you, and nobody for you – William Bernbach.

social media The average amount of time a person uses Facebook every month is 15 hours 33 minutes and 7.8 million people access it daily on their mobiles. On average they access Facebook 14 times a day.

Source: Browser Media, Socialnomics, MacWorld 01.01.2014 and Facebook November 2013.

media fragmentation

Data will increase 600% by 2020 and 75% of all information online will come from consumers – Mark W. Schaefer.

What do we need to think

about?

owned media

earned media

paid media

buy, build or rent?

customer lifecycle

discover delvelearn/

experienceadvocateBUY

Content engagement (owned, earned)

What’s the challenge?

content overload

Content challenges.

Content challenges.

return on investment

Content challenges.

complexity

A content strategy - the way to

build authority.

identify plan create learn

What’s your story !Brand and vision !Audience !Market and business objectives !

Brand strategy !Content strategy !Measurement plan !Amplification plan !

Content !Creative !Distribution !Amplification

Measure !Review !Adapt !!

Socially multiplied advertising, the core of which is contagious on

social platforms, is roughly more cost-efficient than

primetime TV on a cost-per-thousand(CPM)

basis.

Having a friend or stranger deliver a brand message online through social media is 1.5 to 2 times more likely to influence behaviour than delivering the same message in a TV ad.

Source: Nielsen Global Trust in Advertising survey

effective- and cost effective

Does your content work?

Drive more sales?.

Communicate with a new audience?.

Strengthen brand

positioning?.

Increase brand

awareness?

Cross-sell products?

Deepen customer

engagement?.

your goals

Increase product

awareness?.

Up-sell?.

Acquisition Commercial

Traffic numbers, database size, social media

database

Advertising revenue, sponsorship,

premium content

NPS, frequency, basket size, sales, loyalty, conversion

rates

Page views, time on site, downloads, click throughs, open rates,

page engagement

Engagement ROI

Your results.

measurement and evaluation across four key pillars

24

GETCLOS

ER

The team at Edge

thanks.