Content Marketingpresented by David F. Jensen

Any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

Content Marketing

Your Brand

● Blog Posts● Videos● Infographics● Photography● Reviews● Editorial● Press

Releases● Advertorial

Types of CM

+ A linear top down model, which is fundamentally based on product information/content being controlled, distributed and presented within the showroom and by a salesperson.

+ Based on consumers starting with a wide view on brands and options and then systematically narrowing these down and eventually choosing one.

+ Post purchase experience was based on use and service experience

The Funnel

+ A dynamic and fluid approach based on a longer “consideration and evaluation” process by which many different criteria are considered to include: consumer point of view, reviews, product comparisons, opinions, data, social influences.

+ This model has a longer evaluation period and focus.

+ Based on the consumer controlling/creating/influencing much of the fact-finding and content creation; particularly having influence on relevance and content quality.

+ Post Purchase experience is based on open-ended engagement with brand/product and online sharing.

The Consumer Discovery Journey (CDJ)

My GoPro Journey

+ Tango!

+ I’m a Techno-geek

+ Visions of making all kinds of videos

Why I thought I wanted a GoPro

+ Ryder’s Parents at the lake

+ I experienced them using it and I got to participate in using the technology

My GoPro Journey...

My GoPro Journey...+ They posted it on Facebook

+ I went to Bestbuy and Amazon to get pricing and read reviews

My GoPro Journey...

+ I got Sticker Shock!My GoPro Journey...

+ The ads followed me...My GoPro Journey...

+ My brother-in law gave us a different point-of-view!My GoPro Journey...

+ I went to the website… (CM built on Pro and Fan Content)

My GoPro Journey...

+ They found me on Twitter… (Fan Engagement)My GoPro Journey...

+ They found me on Instagram… (Fan Engagement)My GoPro Journey...

+ They found me on Facebook… (Fan Engagement)My GoPro Journey...

+ They got to my friends… (Fan Engagement)My GoPro Journey...

Strategy

1. Produce engaging, quality content consistently.

2. Your Website/Blog is the Nucleus of all published content.a. All content leads back to your

domain3. Build landing pages that include

conversion mechanisms or “calls to action”

4. Leverage Social Networks as broadcast mediums.

Strategy 101...

● Consider how you are talking to people and how they use the technology.

● Plan the call to action experience

User Experience (Ux)

● “I think we have the most socially engaged online audience of any consumer brand in the world." - Nick Woodman, CEO.

● Founded in 2002● Products are Sold in 10,000+ Stores worldwide● Revenue of $300 million +● GoPro's Facebook fan base grew from 50,000 to more than 1.3 million in 2011

aloneo Contour had 56,000 fans at the end of 2011. o Canon USA had 135,000, o Panasonic USA had 134,000o It’s NOT about size it’s about ENGAGEMENT!

● The Audience was young and lived active (extreme) lifestyles. ● They were “plugged in” and we’re primed to share their content

GoPro Stats

● “Democratization of professional content”

● The company's content strategy is a simple positive-feedback loop, in other words, and the theory is that each revolution lifts the overall quality of the content the audience is producing, the size of the audience, and the number of cameras and accessories sold.

GoPro’s Strategy

GoPro’s Strategy● BARE (Brand Audience Rate of Engagement) score to

track the activity of its Facebook audience.

o BARE = # of Facebook fans liking, posting, commenting or otherwise / Total # of Fans

● Capture is what the cameras enable—shooting pictures and videos.

● Creation is the editing and production process that turns raw footage into a compelling piece of content.

● Broadcast is the distribution of that content to an audience.

● Recognition is the payoff for content creators—spiritual recognition in the form of views on YouTube or Vimeo, Likes and Shares on Facebook, high-fives from friends, or financial recognition in the form of revenue sharing from YouTube or ad dollars from their personal blogs.

● Identify your audience● Listen to your audience● Produce relevant content● Build campaigns that incentivises consumer

generated content● Broadcast (take into account how and Ux)● Recognize the producer to the audience

o Understand the social norms

How this applies to us...

Thank You!David F. JensenLighthouse Media Solutionsdjensen@LHMediaSolutions.com857-366-2246@davidfoxjensenLHMediaSolutions.com

Yeah, they got me...