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| Date post: | 07-Aug-2015 |
| Category: |
Marketing |
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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...
+ 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 [email protected]@davidfoxjensenLHMediaSolutions.com
