Content Marketing - a digital framework

transcript

Content MarketingACEF – 25 April 2015 – Benedict Hayes: Vice President | Strategy (@benboombastic)

BASIC FUNDAMENTALSWhy content?

ACEFCONTENT IS THE CORNERSTONE OF DIGITAL

QUALITY CONTENT

PAID MEDIA

Quality content and accurate context reduces paid

media costs, by increasing relevancy and improving

conversion rates

EARNED MEDIA

Quality content leads to more conversations, sharing

and word of mouth endorsements, critical for

R.O.P.O.

OWNED MEDIA

Quality content allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in

ACEFMINDSET CHANGE

Branding happens not through the interruption of

content but through the consumption of content.

ACEFREVERSE THE PARADIGM

ACEF8 STEP GUIDE TO CONTENT SUCCESS

1. Strategy

2. Type

3. Format

4. Platform

5. Metrics

6. Goals

7. Activation

8. Checklist

STRATEGY

Ask the big question

Focus on

Business Objectives

ACEFBRAINSTORM

BRAINSTORM

Customer

ACEFSTORYBOARDING

Content and Advertising

Surrogates

ACEFBE SMART

ACEFDRIVING THE CONTENT STRATEGY

SUBSTANCE WORKFLOW

GOVERNANCESTRUCTURE

CONTENT

STRATEGYCONTENT PEOPLE

How do we knowthis is the right content?

How will thiscontent appearacross channels?

Do we have theskills, budget, tools,

and time?

Who’s in charge ofongoing content

quality?

THE HOOK

What will make the content

We play on human

emotion!

SHOCKING

MOVING

UNBELIEVABLE

CONTROVERSIAL

ILLUMINATING

RANDOM

ZEITGEIST

UPLIFTING

DISGUSTING

CONTENT TYPES

Ultimately why are we creating content?

Awareness

Interest

Desire

Action

THINK!

Start here

…so get the basics

ACEFBASICS FIRST: CONTEXTUAL SALES TOOLS

Features Actions Benefits Reviews Ratings

Calculators Comparators Use cases Testimonials Editorial

Guides Visual Aids FAQs AccessoriesAugmented

Reality

Billing Returns Sale processSafety / security

Guarantees

First create all the content you could possible need to assist the sale of your products. No consumer doubt or question should be left

unanswered, and every question answer should be incredibly simple to obtain!

Then branch

ACEFWIDER BREADTH

‘How-to’ based

Reviews Question-

basedTimesaving Best practice Compilations Case studies

Stats InterviewsAsk the experts

Resources LinkbaitHivemind-

basedEvent based

Research Trends Quizzes Experiments Productivity Fun Templates

Beginner’s guides

Inspiration Opinion Definitions Glossaries DataProduct-

Surveys Analysis Fiction Galleries Mindmaps Frameworks Testimonials

Demos Newsjacking Debates Competitions Checklists Gifs Games

FORMATS

ACEFFORMAT

Article Slideshow Video Visualisation Image

Press release Webinar Event Game App

Tool eBook Print Social Email

E-learning Chat Widget Infographic Table / Chart

The content format should be determined by the type of content. Use the format type that first best disseminates the content and

secondly comes within the budget constraints

Content Curation

Distillation looks at all the

noise about a topic and distills it into

the most important and

relevant concept.

Aggregation is curating the most relevant

content about a topic into one single location

Elevation is

when a curator drafts a trend or insight from the

daily musings

Mashups merge different

pieces of content about a topic with a view to creating

a new original point of view of

the same.

Chronologyconsists of

presenting a timeline of curated

information to show the

evolution of a particular topic.

PLATFORMWhere do we disseminate the information?

ACEFCONTENT PLATFORMS

Website BlogOffline Media

Microsite Twitter Facebook

Linkedin Pinterest Instagram YouTube Vimeo Google+

Forums Tumblr Vine Slideshare FlickrScoop

Partner Sites

Ad Units Whatsapp Line Mobile Email

The platform will be determined by the content format as well as the end objective

SUCCESS METRICSWhat will we monitor and define as performance?

ACEFMETRICS

Branding

Page Views

Video Views

Game Played

Unique Visitors

New Visitors

Bounce Rates

Brand Metrics

Time on site

Engagement

Reputation Metrics

PR Metrics

Demographic Metrics

Retention Metrics

Search Metrics

Social Metrics

Shares

Comments

Acquisition

New Leads

Downloads

Cost per lead

Key pages

Installs

New Members

Cookies collected

ACEFANALYTICS MUST UNDERPIN YOUR EFFORTS

GOALWhat are we doing it for?

ACEFTraffic

Branding

Rankings

Members

Shares

Engagement GOAL!

RELEASE MECHANISMSHow do we get the content out there?

ACEFCONTENT RELEASE

Search Display Native RTB GSP

Emailers SMS Whatsapp Line PR

SEO Social YouTubeWord of Mouth

twitter

facebook Google+ Offline Website Blog

STITCHING IT TOGETHER

CONTENT AND MEDIA

iAnalyse Visualisation

SilverPush DBM

plumb5

GA Premium

Mobile SEO AMNET Email Social YouTube GSP

iBid & DS3

Search GDN

BE PREPARED FOR A TECHNOLOGY STACK

AD UNITTravelling to

London make sure you insure with

Process Develop content

Deploy on website

Develop ad units

Promote Content

Cookie user

Retarget User

Sign up and sell

Retarget

AD UNITFind out the top 10 things to do in London

CONTENT:Top 10 things to do in London

Cookie Drop

EXAMPLE PROCESS FLOW (TRAVEL INSURANCE)

ACEFEXAMPLE THEMES

Travel Insurance

• Things to do in London

• UK Visa process

• Top Spanish phrases

• Best restaurants in Singapore

Child Plan

• Best schools in Mumbai

• Top colleges in Mumbai

• Things to do with kids in Mumbai

NOTICE:All are surrogates for the product

ACEFA SINGLE CONTENT EXAMPLE PLAN OVER 6 MONTHS

Integrated Approach Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions

Facebook Rs. 10,000 Rs. 12 833 0.12% 1

Search Rs. 50,000 Rs. 7 7,143 0.13% 9

Native Rs. 10,000 Rs. 5 2,000 0.15% 3

SEO Rs. 0 1,000 0.20% 2

Remarketing Rs. 1,537 Rs. 7 220 4.00% 9

Ad unit Rs. 10,000

Total Rs. 81,537 Rs. 7 11,196 0.21% 24

Normal SEM Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions

“travel insurance” Rs. 81,537 Rs.500 163 4.00% 7

680% increase in brand reach for the same budget

“Top 10 things to do in London”

TRAVEL GURUSearch Case Study

ICICI LOMBARDMedia Case Study

7x more visibility

1.5x more volume

KOOVS.COMIntegrated Case Study

ACEFKOOVS BRANDING CAMPAIGN

WHILE EVERYONE WAS TALKING

THE OFFERS LANGUAGE!

WE DID SOMETHING

DIFFERENT

KOOVS BRAND SOLUTION

PRODUCT

INTEGRATION

CONTENT

MARKETING +7 articles around the

V-Day theme to grab the interest of

the Audiences

Smart Brand PlugsLatest Valentine’s

collection

BRANDING

+Subtle branding with logo

presence across microsite

Here is what we did …..

This V-Day is all about rebel thinking! No compromises, no cliches, no same ol’mush… We tell users how to ditch the mushy prints and opt for quirk or say no to red and try electric blue! Better yet, we tell ‘em how to negotiate control of the TV remote since World Cup falls on V-Day.

The Valentine Playbook

ACEFKOOVS BRAND SOLUTION

Fantastic audience response

DSP BLACKROCKYouTube Case Study

ACEFDSP BLACKROCK

link here

STANDARD CHARTEREDOffline to Online Content Case Study

CHECKLISTThings to remember along the way

Use the Google keyword planner or Facebook insights to understand demand and interest affinity

Always optimize for SEO

Be a copy dictator, do not settle for anything other than first class

...the same goes for formatting

Optimise the tagline / headline – think newspaper meets search!

Maintain a tone of voice throughout, a voice you want your brand associated with

Maintain a brand guidelines a do’s and don’ts

Make the language accessible to all, plain and grammatically correct

Deploy and optimize for all devices

Always check your facts rigorously

Give credit where credit is due for your sources

Always include a call to action that you want the consumer to do

Invite constructive feedback, allow for comments and conversations

Always make sure your content is easily shareable

Above all, relevance is key

Benedict Hayes

Vice President | Strategy

iProspect

@benboombastic

Content Marketing - a digital framework

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