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A holistic approach to content marketing
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Howard Scott Digital Transformation, Brand & Marketing Strategist/Consultant
@Howard_Scott
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#3
P.O.C.
#2
CONTENT TRENDS
#1
CONTENT IS NEW?
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MANTRA
As marketers we want people to do three things: - Notice our brands - Relate to our brands - Act on our messages
The
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MANTRA
Get the right content to the right person, in the right location, at the right time.
The
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CONTENT
Videos, webinars, tools, blog posts, how-to-guides, news, Q&As, images, photography, infographics, podcasts... Anything? Econsultancy B2B Trends Brief 2014
What Is
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CONTENT IS EVERYTHING
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COMPLICATED It’s
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Four key content trends driving 2014+
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Trend #1
PERSONALISATION
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2013 – the year we all went mobile
Personalisation
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2014 – the year the ‘selfie’ hit mainstream
Personalisation
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Savvy brands are already placing their consumer at the heart of their communications
Coca Cola ‘Share a Coke’ Coca Cola ‘Christmas 2014’
Personalisation
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78% of consumers feel that brands that create unique and personalised content are more interested in building a relationship with them
Google Think October 2014.
Personalisation
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Trend #2
COLLABORATIVE
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50% of Millennials refer to themselves as ‘foodies’ - BBDO Millennial Food Study
Collaborative economy
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Airbnb and Uber offer a new service model for business
Airbnb Uber
Collaborative economy
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Feastly – Airbnb for Dinner
Feastly homepage.
Collaborative economy
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Trend #3
LOCATION
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#lookup campaign from British Airways.
Exciting new opportunities are becoming possible by using time & location.
Time & Location
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Brands trial iBeacon technology
Duane Reed iOS app Carrefour
Time & Location
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Making your content relevant to what people want at a specific time or location is really smart
Push for Hunger fridge magnet from Red Tomato Pizza.
Time & Location
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Trend #4
EXPERIENCE OVER DATA
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
P&G Interactive Infographic
Data
Information
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Utility
Nearest Coffee app from Illy.
Data
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Starbucks ‘Tweet a Coffee’ Budweiser Buds for Buds
Data
Monetary
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Experience trumps all Providing valuable engaging content that makes your brand relevant is what matters. Data is the enabler.
Xbox Live, Netflix
Data
Entertainment
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YOU NEED A PLAN WHEN IT’S THIS CRAZY
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A plan ...plans require a why, who, what, where, how and when.
Content strategy is about figuring out the best way for content
to help you accomplish something.
A business objec<ve ...which is SMART.
What exactly is content?
DEFINITION A
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Customer
CRM
Content Mix
Where
Digital Physical
Research Insights
Keywords Paid Owned Borrowed Network
Messaging
Corporate Stakeholders Value
Exis<ng
Subjects
Who & What
Search Insights
Measurement Framework
Objec<ves Why
Social Media Monitoring Insights
Governance
Real-‐<me
Re-‐purpose Calendar Create Format
Budget
People
How & When
Processes
Shelf-‐life
Tone of Voice
PlaRorms
TwiSer Pinterest
Broadcast A/B Tes<ng Recommenda<ons
Outreach Targets Media Rela<ons
THE PLAN Building
Decision Brand Marcom Ac<vi<es Making Criteria
Rela<onship Stage
Personas Customer Exclusive
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Why
A Stages 1 & 2
Where does a content strategy fit within a broader strategic context. Why do we need a Content Strategy.
Design Audience Rela<onship Journey Frameworks for Explorer Families and Independent Adults.
Stages 5 & 6
Capture a comprehensive view on what content is currently being used.
Who, What and Where
B Stages 3 & 4
How and When
C Stage 7
Analyse the completed Audience Rela<onship Journeys to iden<fy how the current ac<vi<es need to change. (Start, Stop, Con<nue). Next Stages – Not scoped
Revise all ac<vi<es with due considera<on to measurement, budgets and capabili<es,
Capability D Stage 8+
Capability gap analysis and development.
Looking at areas such as resources, skills & experience, organisa<onal design, processes, systems, infrastructure, culture and behaviors.
Agree SMART objec<ves and the strategy.
Agree this project scope, process and deliverables.
CONTENT What Is
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RESULTS The
• More Agile • Improved customer insight • More responsive • Clearer ‘truth’ of customer
needs • Better forecasting of
requirements • More pro-activity DAM Up To Eleven White Paper, Northplains, 2014
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The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
CHALLENGE The
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D E A C B F
X W Z Y
Customer’s Needs
Brand’s Needs
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Introducing our
CONSUMER JOURNEY FRAMEWORK
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PROGRAMMATIC MEDIA
Programmatic media buying for the new brand launch
Programmatic social media buying for marketing campaigns
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Social Sampling
OUTREACH
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Blogger Events
OUTREACH
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RESULTS
+227% increase total page reach
Key
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RESULTS
+158% Facebook post reach
Key
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RESULTS
+337% increase community engagement
Key
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Thank you @howard_scott @headstream