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Not Sexy but it's Essential: 8 reasons to get your house in order

Date post:08-May-2015
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iCrossing UK's Head of Content, Trisha Brandon, looks at the importance of getting your house in order at this years iCrossing UK client summit 2012.
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  • 1.ITS NOT SEXY, BUT ITS ESSENTIAL:6 REASONS TO GET YOUR HOUSE IN ORDER1

2. OVERVIEW TRUEISMS Statements that brands actively strive for, or that our customers demand from us: > Were all publishers now > Multichannel is where its at > Quality content is essential > Mobile its the future (again) > Local = more relevant > We all love a great story2 3. OVERVIEW TRUEISMS AND CONTENT > Do we agree? > Can a brand stay present and relevant let alone innovate? > Content is the ideal lever to help make the internal changes needed to meet the challenges set by these truisms. > Ill address each truism and break down how you can get your house in order to help make them a reality for your brand.3 4. TRUEISM 1. WERE ALL PUBLISHERS NOW Context > Spawned new disciplines > Content Lab > eBooks4 5. TRUEISM 1. WERE ALL PUBLISHERS NOW > Content Marketing Institutes 2011 survey > 1000+ people who market using content > International, but heavily weighted to U.S.5 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research 6. TRUEISM 1. WERE ALL PUBLISHERS NOW > Differences year on year6 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ 7. TRUEISM 1. WERE ALL PUBLISHERS NOW > Predicted spend in 20127 http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ 8. TRUEISM 1. WERE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who dont in three key ways:8 9. TRUEISM 1. WERE ALL PUBLISHERS NOW Other interesting findings > Those who felt that their content marketing efforts were successful differed from those who dont in three key ways:1. They allocate more budget (31% of budget vs. 18%).9 10. TRUEISM 1. WERE ALL PUBLISHERS NOWOther interesting findings> Those who felt that their content marketing efforts were successfuldiffered from those who dont in three key ways: 1. They allocate more budget (31% of budget vs. 18%). 2. They consider their customers stage in buying cycle andtailor content to suit10 11. TRUEISM 1. WERE ALL PUBLISHERS NOWOther interesting findings> Those who felt that their content marketing efforts were successfuldiffered from those who dont in three key ways: 1. They allocate more budget (31% of budget vs. 18%). 2. They consider their customers stage in buying cycle andtailor content to suit 3. They benefit from substantially more buy in from seniormembers of the organisation.11 12. TRUEISM 1. WERE ALL PUBLISHERS NOW> But does is take to produce content - really well?> Follow the process editors and content strategists have alwaysused: Develop strategy AnalysePlan Publish Create12 13. TRUEISM 1. WERE ALL PUBLISHERS NOWEditorial cycle for a brand:> Requires everyone who produces content to be: Consist Coordinated Strategic> It needs those focused on users ongoing journey too: SEO Customers services Brand PR CRM/eCRM Product13 14. TRUEISM 1. WERE ALL PUBLISHERS NOWTransparency> Transparency is increasingly expected its a marker of trust.Publishers have that trust already, brands have to earn it.Solution> Be open and transparent through your content. Show personalityand voice, highs and lows, failings and successes.> Itll show youre genuine, and in the long run, build trust14http://www.slideshare.net/PewInternet/citizen-20-12618601 15. TRUEISM 1. WERE ALL PUBLISHERS NOW Solution In a nutshell15 16. TRUEISM 1. WERE ALL PUBLISHERS NOWReality check> To be a publisher, act like a publisher> Strong content ownership> Organisational change> Relationship buildingResults> Better return on your efforts (efficiencies)> Maximum benefit from budgets> Finding new, better ways of working16 17. TRUEISM 1. WERE ALL PUBLISHERS NOWSo who does this well?> Red Bull Bold Confident Creates brand associations Addresses truisms head on17 18. TRUEISM 1. WERE ALL PUBLISHERS NOWSo who does this well?> Boden Bold they walk the talk Community from scratch Clearly value customers Give them value in return Theyve committed to it18 19. TRUEISM 1. WERE ALL PUBLISHERS NOWSo who does this well?> Boden Bold they walk the talk Community from scratch Clearly value customers Give them value in return Theyve committed to it They have engagement19 20. TRUEISM 2. MULTICHANNEL IS WHERE ITS ATContext> If previous section focuses on the what and the who, this is thewhere.> Challenges Who manages what? What content are you producing and where? Lack of internal systems that support a joined up approach> See it simply as your brands cost of entry into being a publisher.20 21. TRUEISM 2. MULTICHANNEL IS WHERE ITS ATBUT> But aligning channels can belike creating a big marble run.> You never know whether thingswill turn out as you anticipate21 Photo from zimpenfish 22. TRUEISM 2a. MULTICHANNEL CONVERGENCE IS WHERE ITS AT Solution > A single, robust foundation that defines how your brand thinks about its customers, messaging and content > This will pave the way for consistent brand experiencesSource: Ron Rogowskis The Unified Customer Experience Imperative, Forrester22 23. TRUEISM 3. QUALITY CONTENT IS ESSENTIALContext> Those of us passionate about content have always known that it: Is a valuable brand asset23 24. TRUEISM 3. QUALITY CONTENT IS ESSENTIALContext> Those of us passionate about content have always known that it: Is a valuable brand asset Gives you permission to directly communicate with your customers24 25. TRUEISM 3. QUALITY CONTENT IS ESSENTIALContext> Those of us passionate about content have always known that it: Is a valuable brand asset Gives you permission to directly communicate with your customers Unlocks access to the conversations most pertinent to your brand across digital channels (provided you put your customers first)25 26. TRUEISM 3. QUALITY CONTENT IS ESSENTIALContext> Those of us passionate about content have always known that it: Is a valuable brand asset Gives you permission to directly communicate with your customers Unlocks access to the conversations most pertinent to your brand across digital channels (provided you put your customers first)26 27. TRUEISM 3. QUALITY CONTENT IS ESSENTIALYoureContextwelcome> And more recently, SEO is in on the action with Google measuringquality contentContent farms> So how do you balance quality content for a brand, for customersand for Google?27 Photo from Kevin Dooley 28. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> Think, plan and invest only in content that delivers results.28 Tom Critchlow, Distilled 29. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> Salons recessionary publishing dilemma.29 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 30. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> According to Kerry Lauerman, they changed their approach by: Spending more time on stories that would have greater impact.30 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 31. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> According to Kerry Lauerman, they changed their approach by: Spending more time on stories that would have greater impact. Published less of the content you can get elsewhere.31 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 32. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> According to Kerry Lauerman, they changed their approach by: Spending more time on stories that would have greater impact. Published less of the content you can get elsewhere. Tightened their content strategy: focus on originality32 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 33. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> According to Kerry Lauerman, they changed their approach by: Spending more time on stories that would have greater impact. Published less of the content you can get elsewhere. Tightened their content strategy: focus on originality Published roughly one-third fewer posts on Salon than they had the previous year.33 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 34. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> Result: In December 2011 and January 2012, they published 33% fewer posts but saw a 40% increase in traffic year on year34 Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record 35. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> Creating great contentsometimes means simplymaking more of what you have.> New York Times used Tumblr35 36. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> M&S Lingerie timeline 1920-present> Published on the M&S Storieswebsite> Sharable, and embedded onthird party sites36 37. TRUEISM 3. QUALITY CONTENT IS ESSENTIALSolution> In a nutshell: put your customer first, create great content thatthey need or want, and the rest will follow.> Whats the rest? SEO rankings brand awareness trust loyalty37 38. TRUEISM 4. MOBILE ITS THE FUTUREContext>Many of you in this room know the context better than I do but there are a few stats that are particularly related to content. One in 20 sales are lost (according to Internet Retailing, April 2012) Bounce rates 10% higher (according to Internet Retailing, April 2012)38 39. TRUEISM 4. MOBILE ITS THE FUTUREContext> The Economists Lean Forward 2.0 initiative39http://www.slideshare.net/emmaturner/lean-back-media-the-shock-of-the-old 40. TRUEISM 4. MOBILE ITS THE FUTUREContext> The Economist findings: 49 minutes 2 hours browsing reading> NPRs COPE (create once, publish everywhere)40 41. TRUEISM 4. MOBILE ITS THE FUTURE41From: http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere 42. TRUEISM 4. MOBILE ITS THE FUTURESolution> Plan for and create content thats platform agnostic> Publish flexibly, stay

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