Disruptive (Content) Marketing DIGITAL SUMMIT DETROIT 2015#DSDET15Geoffrey Colon, Group Product Marketing Manager - Social & Emerging Media @ Microsoft

@djgeoffe#DisruptiveFM

Contents

• The Fragmented Landscape• Think Less Like a Marketer, More Like a DJ• The Five Dynamics of Content• Part I: Disruptive• Part II: Disciplined• Part III: Case Study

In an ever fragmenting media world, the question to ask yourself in the transforming world of media and

marketing is: “How Do I Become Part of a Customer’s Day, Every

Day?”

Think and Act less like a marketer, more like a DJ

Why Should Content Marketers Act Like a DJ?A DJ…

• Understands the Audience

• Entertains the Crowd

• Educates the Crowd

• Programs other people’s music = CONTENT CURATION

• Remixes other people’s music = Social by Design CONVERSATION

• Produces original music = Creates ORIGINAL CONTENT

The Five Dynamics of Content: Understands the Audience

A content marketer, like a DJ, understands the audience in which they are performing. They understand intimacies via social connection in order to develop content including:

• Short and Long Form• Thought leadership• Video• Customer Connection with Company Employees• Tone of Voice• Where that Audience Likes to Congregate Online

The Five Dynamics of Content: Entertains the Crowd

A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large percentage of the reason why they spend time online. Even the most advanced concepts like cloud computing will go further if that subject is presented:

• Where It Shows and Doesn’t Simply Tell• In a Dynamic Manner that is Relatable• Interconnects with Popular Trending Samples and Topics in the Social Web

Zeitgeist• Incites Sharing of the Experience

The Five Dynamics of Content: Educates the CrowdA content marketer, like a DJ, understands the audience is also seeking education and new discovery. The most advanced audiences don’t want to be spoon-fed what they know, but have insights they can apply to their life or business with content that:• Addresses Issues from

Their Point of View or User Experience

• Doesn’t Explain Everything All at Once

• Uses Visuals as Much as Words

• Is Not Overtly Branded! • Your Content Brands You!

The Five Dynamics of Content: Content CurationA content marketer, like a DJ, understands the audience is also seeking an overall experience. Audiences don’t judge or learn by one tune, but how hundreds of songs are mixed and matched together into a new form of storytelling. Good content marketers curate an experience that:• Includes Content

Made By Others• Uses Customer-

Centric Language and Behaviors

• Measures the Entire Performance, Not Simply One Song from the Set

The Five Dynamics of Content: Social by Design Conversation

A content marketer, like a DJ, understands the audience is seeking reinterpretation based on others original creations. Audiences may like a song, but want to hear how the DJ remixes it to create an entirely new experience. This is done via:

• Remixed Content• New Forms of Interpretation• Building Off the Ideas of Others

The Five Dynamics of Content: Original Content

A content marketer, like a DJ, understands the audience is seeking original content production that helps give voice to that DJ as a true creator. Audiences want to see a DJ that doesn’t simply spin other people’s music but can evolve to produce their own.

Thus the need for:• Creativity• Originality• Creative Destruction

Part I. Disruptive

What do we mean by disruptive marketing?

• Not necessarily harmful to other businesses, more disruptive or destructionist toward your own organization’s way of thinking

• Designs around people• Approaches problems using a 50/50 approach “What If” batch of

solutions• Right brain equally powerful as the left brain• Analytics Drives Creative Solutions• Creative Solutions Drives Metrics• Metrics Determine Success, Pivots, Perseverance

The Question

The Theme:

TestQ: How do I know if this will work? A: Run a Test!Q: How if I fail? A: You can only learn

TrackQ: How do I do this?A: Several KPIs will help you. There isn’t one finite measurementQ: Is it expensive?A: Most social platforms come with built-in analytics

MeasureQ: What is the most important metric?A: Right now engagement rate or interaction rateQ: Why?A: It’s a barometer if your targeted audience approves of your content

The Objectives:

Brand AwarenessGetting people to know who you areGetting people to know about your productGetting people re-acclimated toward your product

Visits to your Owned ChannelsAll content is tagged with a CTAMeasurement is in site visitations / bounce rateLong term goal = conversions

Social Discussion Around a TopicIs your content getting people to talk about a subject?Is it getting people to share a piece of content you created?

• Activities They Participate in

• Brands They Purchase

• Politics• Psychograp

hy• Netnograph

y• Profession• Job Title• Industry• Interests

• Age Range• Geographica

l Location• Languages

Spoken• Gender• Education• Salary• Devices

They Use• Entertainme

nt They Enjoy

What is the Science of Your Customer?

Why do customers prefer some content over others?

Why Do People Like the Color of Artificial Junk Food?Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it.This same neuroscience has determined whether a pop song will be a hit.It also will determine whether your content will resonate

What is the Most Disruptive Content Marketing?Goes beyond traditional brand research that has historically tracked on awareness and attitude and looks at non-conscious measures including:

• Emotion• Passion• Personal Value

Studying Cognitive Emotional Response from Communications

A 2013 study showed brain patterns that when a brand of product is revealed prior to sampling, a part of the brain associated with happiness is triggered if that sampling experience is positive. The test suggests emotional connections to brands dominate consumer purchase decisions.

Even in B2B which often focuses on logic-based value, the use of emotion, colors, even music can be the differentiation factor that leads to success.

Part II. Disciplined

Search and Social Data

Creative Insights

Trending Topics

Social CRM• Is the audience

engaging with content?• What type of content

performs best?• Are you using different

types of creative for segmented audiences?

• What are customers saying about your area of expertise?

• What do customers say about your products?

• What is your response time to customers on social?

• The Science of Your Customer

• APIs• Measuring Response• Bing Keyword

Research Tool

The 5 Factors of Disciplined Content Marketing

• Twitter / Facebook• Google / Bing Searches• Capturing Mobile

Search Mindshare using Search Engine Marketing Products (Bing Ads)

• NewsDistribution

Real Time Context Is ImportantTimeliness and immediacy play heavily into content success due to two factors:• Mobility of messaging (devices)• Speed of messaging (business

success is made or broken on a combination of three factors communications, design and product technology performance. Note, it’s NOT just the product technology but how others, especially peers, talk about the product!)

This is why brands try to newsjack around events. The issue? Those events are not always emotionally relevant to the customer because the brand messaging and customer NEUROSCIENCE do not align!!!!

The KPIs of Content MarketingSocial Media Metrics Website Traffic Brand

AwarenessLead Generation Sales ROI

93% 48% 53% 33% 27% 20%

Real time and content marketing use softer KPIs like social media metrics and web traffic to measure success as compared to sales or Return on Investment (ROI). Although social media metrics are new and not yet definitely quantifiable as a metric, they are increasingly used in measurement.

Consumer Sentiment16%

Purchase Intent

14%

Interest

18%

Likelihood to Recommend18%

Seriously Consider Purchase18%

Key Area Lifts from Content Marketing

Algorithms Shift

Don’t Build on Rented Land!

Forget “Likes” and “Followers”

Content Marketing: Best Practices

Facebook and Twitter are closing their APIs more to third parties

Limited data to inform the future

Quantity doesn’t equal quality

Scale makes it hard to identify advocates

Organic reach is limited by social algorithms

Know where your org has authority

Map out a content and asset production plan

Focus your content marketing in these areas

Don’t be afraid to take a stand

Create original content only

Serve to customers at the contextually appropriate time

Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video

Part III. Case Study

Content Marketing: A Case Study - Rethink B2B Marketing“What Does Your Audience Crave?” by Michelle Killebrew of IBM

@shellkillebrew

InspirationWhat Did Our Audience Crave?

How Did We Craft the UX to Delight the Audience?

Content Marketing: A Case Study

Thought Leadership

Content Tailored to Their Role, Not a Product

Interesting facts they can use right now

Demonstrate leading edge web design and interface

Content that shows, doesn’t tell – video, infographics, webinarsWhat Content

Did We Create for Our Audience?

How Did We Track Measurement?

Relevant, focused content

Sprinkled with evergreen so it remains timeless

Easy to share!

Web analytics

Social engagement rate

Website based remarketing (AdWords/Bing Ads)

Thank you

Connect with Geoffrey:Web: http://geoffreycolon.net

Twitter: @djgeoffe

LinkedIn: http://linkedin.com/in/geoffreycolon

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Podcast: Download the Spreaker app – “Disruptive FM” https://www.spreaker.com/show/disruptive-fm

Book: “Disruptive Marketing” on AMACOM Books to be released August 2016 http://disruptivemarketer.nethttp://www.amacombooks.org/

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