Percolate: Content Marketing 360: From Planning to Performance

Content Marketing 360°

#PERCOLATELIVE

Why content? Because marketing has changed.

Be Creative Drive Growth

PresentPast

One Channel More Channels

One Market Global Reach

Infrequent Content Lots of Content

Limited Budget Limited Budget

#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE

Search Ads

Social

Traditional 22%12%

Display Ads

13%

Brand Publishing14%

Programmatic

10%

Website & Ecommerce

15%

Advertising48%

14%

Traditional

Brand Publishing

Social

Website & Ecommerce

Programattic

Display Ads

Search Ads

40%

40%

38%

50%

43%

42%

38%

Non-Working Working

Non-working expenses make up 40% of the average advertising budget and 20% of the average marketing budget.

THE TAKEAWAY

Content is 40% of the average advertising budget, and 20% of the entire marketing budget



@lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE

Successful 360 content marketing comes down to having the right system.


— Understand where you’re starting from

— Design the right system to get the most out of your people, process(es), content, technology, and data

— Iterate and execute

— Close the loop to learn from (and apply) your successes and failures

Your content marketing 360 roadmap


UNDERSTAND WHERE YOU’RE STARTING

FROM


Understand current people, processes, & technology

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Brand Manager

Social Team

Content Team

Agency

Legal

Compliance

Ideation Planning Development Approval DistributionProduction

Monitor Route Approval ResponseProduction Resolution

PROACTIVE

REACTIVE

999#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE

Focus on critical needs1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Brand ManagerPresent

campaign in weekly meeting

Limited cross-team visibility

Social TeamInsufficient

guidelines for social imagery

Close data feedback

loop

Content Team

Agency See agency ideas earlier

Store and tag content

in DAM

Legal Approval delays limit

Compliance Twitter responsiveness

Ideation Planning Development Approval DistributionProduction

Monitor Route Approval ResponseProduction Resolution

Red ZoneRisks and pain points Yellow Zone Green Zone

1010#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE

FRONT LINE EXECUTION

Stakeholder coordination is central to success

COORDINATION, IMPLEMENTATION & OVERSIGHT

Creative and Brand Marketing Compliance and Governance

Service Teams (Editorial, Creative)

IT Agency Partners*

Corporate Communications Legal

Local Brand Team Compliance

Global Brand Team Global Center of Excellence

Executive Stakeholders

C-Suite Executives

SPONSORSHIP & VISION


DESIGN THE RIGHT SYSTEM

@lauraramos#PERCOLATELIVE

Non-working spend growth trends (n < 12 excluded)

Content costs are increasing, particularly for consumer brands

Source: Percolate

Perc

ent o

f res

pond

ents

0

10

20

30

40

50

60

70

80

90

100

Banking Consumer-Packaged Goods IT & Technology Manufacturing Retail Professional Services

37%

57%51%60%

78%

25%

51%62%61%65%

89%

42%

Non-working spend has increased Non-working spend will increase


Source: Percolate Research.

Creating better internal creative workflows and processes

Increasing specialist agency relationships

Better team training and education

Creating better processes for working with creators outside my organization

Leveraging technology or systems

Percent of respondents0 8 16 23 31 39 47 54 62 70

Overall Respondent Pool Best Performers

Strategies that are the biggest opportunities for controlling and/or reducing your content costs (non-working media budget)

What the most cost-effective marketers prioritize

#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE#PERCOLATELIVE



#PERCOLATELIVE @lauraramos @ChrisBolman#PERCOLATELIVE @lauraramos @ChrisBolman#PERCOLATELIVE






GO FOR IT (ITERATE & EXECUTE)


CUSTOMERS


The economics of attention are in their favor, not yours

The only place where share of attention is growing is mobile

More media autonomy means less patience for interruption

They are well-informed. If you’re not relevant and contextual, you will be ignored [see: ad-blocking]

What do we know about today’s customer?


The economics of attention are in their favor, not yours

The only place where share of attention is growing is mobile

More media autonomy means less patience for interruption

They are well-informed. If you’re not relevant and contextual, you will be ignored [see: ad-blocking]

In spite of that, the fundamentals of how and why people buy has not changed

What do we know about today’s customer?


Problem or need recognition

Information search

Solution search

Evaluation and comparison of alternatives

Purchase decision

Post-purchase behavior

Brand advocacy

Psychology tells us the buying process breaks down into


Map content to each stage for each customer persona

Phase Advancement Step Content Examples

Problem or need recognition [Generally] unaware of your brandsocial video, free tools and education resources, apps, games, OOH, events and experiences

Information search Aware of your brand free tools and education resources, website content

Solution search Understand (or potentially desire) your brandbuyer’s guides, product videos, case studies,

website content

Evaluation and comparison of alternatives Believe your brand solves their needonline reviews, case studies, events and

experiences

Purchase decision Act on belief your brand is the best solutioncase studies and social proof content, customer

testimonials, ROI/benefit content

Post-purchase behavior Repeat and/or larger purchasesCustomer-generated content, customer events and

experiences


Be everywhere your target customer is (reach)

Be bold, distinct and salient (recognizable)

Be consistent with your brand (recognizable, again)

Be consistent over time (repetition and frequency)

Trigger high valence emotions (awe, positivity)

If possible, reinforce a conversion action (sales cycle advancement)

Building mental availability - checklist for content


CLOSE THE LOOP


Marketing Workflow

LEARNCREATEPLAN EXECUTE

Example Applications Marketing

Resource Management

Marketing Integration Platform

Content Marketing

Management Digital Asset Management

Social & Listening

Relationship

How silo’d technology hurts marketing performance

Incomplete process coverage

Misdefined business processes

Data discontinuity between systems

Top-performing marketing organizations are re-thinking — and re-architecting — their marketing technology to reduce costs and unify processes and customer understanding.

Inconsistent customer experience


Planning Point Solutions — Marketing resource management — Calendaring tools — Briefing management — Task management tools

Creation Point Solutions — Content marketing tools — Creative suites — Digital Asset Management (DAM) — Compliance software

Execution Point Solutions — Marketing automation — Social media tools — Marketing distribution middleware — Advertising and programmatic

technology

Analysis Point Solutions — Digital analytics and attribution

technology — Business intelligence tools — Listening platforms

Silo’d technology keeps proliferating in marketing

Marketing Lifecycle


— Anchor purpose and progress to culture

— Make sure you have the analytics & data science talent you need

— Be pragmatic; theories sound great then reality gets in the way

— Restructure and centralize for agile development, continuous planning, and cross-functional collaboration

— Build a sustainable path to long-term progress; recruit as you go

— Core technology should be flexible and centralized, and put business priorities and customer needs at the center

What closing the loop really means


Thanks.

Date post:	16-Apr-2017
Category:	Marketing
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