Return On Inspiration - New World Content Marketing. Yahoo Thought Leadership research

Yahoo 2015. Confidential & Proprietary.

Return On Inspiration New World Content Marketing


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Confidentiality & Privacy


The paradox of brand storytelling

Source: SmartInsights European Poll: http://blog.hubspot.com/marketing/content-marketing-in-europe-data

The Content Marketing Challenge: The Solution:

What are the factors that drive the best content marketing experiences? 1 Marketers who believe in the power

of content marketing 97%

Create a measurement model to calculate the ROI value of content marketing 3

Their company’s adoption of content marketing has been poor 71%

Create a ‘how to’ around delivering the best content marketing for marketers 2

Have found it difficult to measure the ROI of content marketing 71%


An EMEA-wide industry approach

4


How we explored content

5

Phase 1 Gathering ideas and concepts to test

Understand the C-suite view of 25 UK brands

Marketing Society Event

A view of CM in today’s media landscape

Expert Interviews

Academic perspectives, concepts of ‘engagement’

Desk Research

Phase 2 Developing a best practice framework

Consumer view from across Europe

Digital Communities

Visual and graphical clues to engagement

Semiotic Analysis

In-depth views from three UK groups

Consumer Groups

Phase 3 Establishing key drivers of content marketing

Visual and graphical clues to engagement

Semiotic Analysis

4,000 person, multi-market quant

Online Survey


A wealth of differing executions

6


Inspiring Content Marketing The CMO Perspective


Creation of the content opportunity

Old World rules of broadcast and interruption have become less relevant

Content Marketing becomes the most credible vehicle for facilitating this

New World brand – consumer relationship

Brands No longer hold all the power, must be responsive to consumer demands

Consumers Expect brands to be more

open, transparent, and accessible and care about

them more


Industry guidance required

“We need to understand what our measures actually mean – as a global marketing team we can get excited about 3 million likes on Facebook, but often they’re actually being derogatory towards the brand. We need to understand if they’re promoters and what they’re actually saying”

What are the rules of play?

Isn’t much activity is happening ‘off-piste’?

Is it about CR, Sales, or

CRM? All of the above? What role does

it play in the overall marketing

toolkit?

Content Marketing


Evolution of the purchase funnel

Relationship Building

Tactical Sales Push

Brand Building

News & Personal Saliency

Consideration

Preference

Purchase

Awareness

Tradition Marketer’s Purchase Funnel Current View

Content Marketing Cycle Future view – loyalty benefit


Content consumption’s New World Order

‘I find content’

Old World

‘Content finds me’

New World

Content consumed in fixed silos. Interruption-tolerance ‘advertising’ relationship. Light digital. Older, 35+. Resists content marketing. Lower levels of engagement.

Constant feed of relevant content flows to them. Happy to accept sponsored content in return for aggregation services. Heavy digital. Younger, 16-34. Open to content marketing. Higher levels of engagement.

News

Music

Connection

Interests

Visuals

Humour

News

Connection

Visuals

Music

Interests

Humour

Source: Qualitative Research

Yahoo 2015. Confidential & Proprietary. Q32. Thinking about an average day, how much time do you spend..? Watching online video, reading online content, streaming music? Base: Older world - Less than 1 hr (n=2077), Transitioning - 1-4 hrs (n=1476), New world - 4+ hrs (n=516)

New World is the opportunity

35%

New World

2+ hours

23%

Old World

Under one hour

42%

1-2 hours

Transitioning

Online content consumption per day


43% 56% 77%

31% 41% 68% These ads feel like brands put me first

CONSUMER-CENTRIC

Questions: Q29_6,Q29_9, Q29_10, Q29_5, Q29_8. Base: Older world (n=473-573), Transitioning (n=934-1068), New world (n=864-1009)

New World receptive to brand messaging

New World

2+ hours

Old World

Under one hour 1-2 hours

Transitioning


These ads feel more personal

39% 54% 77%

More likely to pay attention

MORE EFFECTIVE

These ads make me feel more positive

43% 54% 79%

Yahoo 2015. Confidential & Proprietary. Questions: Q16, Q13, Q14, Q15. Base: Older world (n=448-930), Transitioning (n=936-1686), New world (n=968-1193)

..and get Content Marketing

53% 59% 66%

AWARENESS

Aware it is content marketing

New World

2+ hours

Old World


Transitioning


Find it enjoyable

Likely to share it

Find it appealing

EXPERIENCE

69% 73% 81%

70% 73% 80%

43% 51% 71%

Yahoo 2015. Confidential & Proprietary. Questions: Q7_1, Q7_3, Q11_2. Base: Older world (n=245-297), Transitioning (n=539-628), New world (n=683-773)

…and get Content Marketing

56% 63% 82% I believe what it is saying

25% 32% 61% It helps me to improve my everyday life

50% 55% 74% It doesn’t have a hidden agenda

New World

2+ hours

Old World


Transitioning


Yahoo 2015. Confidential & Proprietary. Q9_2, Q9_1 Base: Older world (n=605-635), Transitioning (n=1074-1154), New world (n=973-1005)

Content as a vehicle for inspiration

40% 49% 76% It inspires me to try new things

40% 47% 73% Opens my eyes to new perspectives and ideas

New World

2+ hours

Old World


Transitioning



Content Marketing The Model of Success


Which factors drive content impact?

We showed 1,000 consumers a set of best-in-class content marketing and asked them a number of questions about different aspects of it.

Purchase Intention

Brand Affinity Advocacy

We took this data and used a statistical tool called CHAID to model out which aspects are most likely to drive:


It doesn’t have a hidden agenda

I believe what it is saying

It is something to

talk about

It is topical

Shows me new ways of doing things

It helps me improve my everyday

life

It is sincere

It provides plenty of

useful info

It evokes strong

feelings

Open my eyes to new perspectives

It makes me feel closer to the brand

It’s a fresh take

It interests me

I would return to it

in the future

Inspires me to try new

things

Memorable

It looks beautiful

Catches my attention

Which factors drive content impact?

19

It helps me learn new

things

Content Marketing


Purchase Intention More likely to purchase

Brand Affinity Feel more positive about brand

Advocacy More likely to share

20

Inspiration. The primary influencer.

20

+ inspires me to try new things

Baseline

Potential multiplier effect 1.84 1.75 1.76

37%

68%

36%

63%

41%

72%




Purchase Intention More likely to purchase

Brand Affinity Feel more positive about brand

Advocacy More likely to share

21

Inspiration. The primary influencer.

21

+ Feel closer to the brand

+ Evokes a strong feeling

Inspires me to try new things x1.84

x2.16

x2.29 + Feel closer to the brand

+ Open to new possibilities


x1.97

x2.14 + Improves my everyday life

+ Something to talk about


x1.98

x2.14

…combines well with factors that drive emotions

…combines well with factors that drive novelty and emotions

…combines well with factors that drive talkability and utility


The Creative Consumer

22

‘In 2015 Consumers will care less about what they have or buy and more about what they can do or create… Reducing if not eliminating the barriers to the creation of high-quality output will be the key to delighting aspirational consumers everywhere.’

Trendwatching 2015 trends


All brands have potential to inspire C

onsu

mer

Ben

efits

Brand A

pplicability

Creative New Ideas

Established Brands

Knowledge & Utility

New Brands

Inspiration


The Six Steps to Inspiring Content Best Practice


The 6 steps to inspiring content

1.

Your Aesthetic, Your Content

2.

Knowledge Empowers

4.

Show Positive Intent

5.

No Trust, No Inspiration

6.

Keep Entertainment

Simple

3.

Tell Real, Compelling

Stories


1. Your Aesthetic, Your Content

Client Tourism Board

Execution Content bringing to life the beauty of the UK countryside

•  High-thought aesthetics •  Coded to say ‘this content is

designed for you personally’: •  Content journey starts and

ends with the consumer (brand incidental)

London, 16-24

“The beautiful scenic pictures make you want to read on and see what else there is to offer.”


1. Your Aesthetic, Your Content

Client Global Appliance Brand

Execution Beautiful video recipes filmed from a first person perspective

•  Described as slick, modern, professional & fresh

•  Content seen as professional and inspiring

Female 35+, London

‘The imagery left your mouth watering with what they were cooking’

“Appeal”

+7 on avg

“Beautiful”

+11 on avg

61% 67%


“Useful information”

+10 on avg

Client Home Furnishings Brand

Execution A project to make French homes and lives more sustainable

2. Knowledge Empowers

“Teaches me new things”

+11 on avg

•  Regarded as informative and useful.

•  Consumers are educated on recycling and energy concepts.

45% 46%


Client Bottled Water Brand

Execution Users take part in an interactive adventure game

3. Tell Real, Compelling Stories

29

“Engaging”

+6 on avg

•  Engagement through quizzes and videos of other people attempting to complete the course

•  Course was authentic

32%


Signal Society-positive

•  Transparency and corporate responsibility are centre-stage

•  If the reader is not first - then society at large needs to be

London, 16-24

“It was my absolute favourite due to how implicit the selling was… it was so informative…about prison life, with statistics and true stories”

Client Retail Brand

4. Show Positive Intent

Signal Reader-positive

•  New World order rules are that the reader comes first

•  Brand/publisher intent shines through •  Trust and credibility essential

Semiotic Cues

Client Retail Brand


5. No Trust, No Inspiration

Consumers who say they trust the content are at least 3x more likely to share it, or feel positively towards the brand.

Brand affinity

Active engagement

Share

Trust #1 Platform

#2 Placement

#3 Source


Client Automotive Brand

Execution Online magazine with cultural content that inspires the brand

6. Keep It Simple

“Appeal”

+17on avg

“Entertaining”

+11 on avg

•  Content is explorable and varied

•  Users find content inspiring and influential

27% 43%

16-24

“If the content is entertaining or interesting enough I will share it with my friends. Also it really helps if it is not too sales focused.”


Return On Inspiration

These six steps… 1. Your Aesthetic, Your Content

2. Knowledge Empowers

3. Tell Real, Compelling Stories

4. Show Positive Intent

5. No Trust, No Inspiration

6. Keep It Simple

Purchase Intention

Brand Affinity Advocacy

x1.84 x1.75 x1.76

…drive marketing impact


Yahoo Content

Marketing Evaluator

A statistical understanding of what good looks like for

Content Marketing

In-built for all future campaign evaluations

Industry norms over time

Make inspiration your goal

Yahoo Revenue

Calculator

Pilot opportunity for 3 brands

Pre -campaign tool to forecast potential revenue

Built out using Inspiration EU4 data + Tumblr Analytics


New World Content Marketing Return On Inspiration

Date post:	07-Apr-2017
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