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Content Marketing - a digital framework

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Content Marketing ACEF – 25 April 2015 – Benedict Hayes: Vice President | Strategy (@benboombastic) ACEF
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Page 1: Content Marketing - a digital framework

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

ACEF

Page 2: Content Marketing - a digital framework

BASIC FUNDAMENTALSWhy content?

ACEF

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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

time.

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ACEFMINDSET CHANGE

Branding happens not through the interruption of

content but through the consumption of content.

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ACEFREVERSE THE PARADIGM

5

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ACEF8 STEP GUIDE TO CONTENT SUCCESS

1. Strategy

2. Type

3. Format

4. Platform

5. Metrics

6. Goals

7. Activation

8. Checklist

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STRATEGY

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ACEF

Ask the big question

Why?

ACEF

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ACEF

Focus on

Business Objectives

ACEF

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ACEFBRAINSTORM

BRAINSTORM

ACEF

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K

Y

C

ACEF

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Know

Your

Customer

ACEF

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ACEF

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ACEF

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ACEFSTORYBOARDING

Content and Advertising

Surrogates

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ACEFBE SMART

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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?

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THE HOOK

ACEF

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ACEF

What will make the content

fly?

ACEF

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ACEF

We play on human

emotion!

ACEF

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FUNNY

ACEF

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SEXY

ACEF

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SHOCKING

ACEF

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MOVING

ACEF

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UNBELIEVABLE

ACEF

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CONTROVERSIAL

ACEF

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COOL

ACEF

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ILLUMINATING

ACEF

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RANDOM

ACEF

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ZEITGEIST

ACEF

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CUTE

ACEF

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UPLIFTING

ACEF

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DISGUSTING

ACEF

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CONTENT TYPES

ACEF

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ACEF

Ultimately why are we creating content?

ACEF

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ACEF

to

SELL!

ACEF

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Awareness

Interest

Desire

Action

THINK!

Start here

ACEF

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ACEF

…so get the basics

Right

ACEF

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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!

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ACEF

Then branch

Out

ACEF

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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-

based

Surveys Analysis Fiction Galleries Mindmaps Frameworks Testimonials

Demos Newsjacking Debates Competitions Checklists Gifs Games

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FORMATS

ACEF

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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

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Content Curation

ACEF

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Distillation looks at all the

noise about a topic and distills it into

the most important and

relevant concept.

ACEF

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Aggregation is curating the most relevant

content about a topic into one single location

ACEF

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Elevation is

when a curator drafts a trend or insight from the

daily musings

ACEF

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Mashups merge different

pieces of content about a topic with a view to creating

a new original point of view of

the same.

ACEF

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Chronologyconsists of

presenting a timeline of curated

information to show the

evolution of a particular topic.

ACEF

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PLATFORMWhere do we disseminate the information?

ACEF

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ACEFCONTENT PLATFORMS

Website BlogOffline Media

Microsite Twitter Facebook

Linkedin Pinterest Instagram YouTube Vimeo Google+

Forums Tumblr Vine Slideshare FlickrScoop

Whoop

Partner Sites

Ad Units Whatsapp Line Mobile Email

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

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SUCCESS METRICSWhat will we monitor and define as performance?

ACEF

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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

Sales

Installs

New Members

Cookies collected

Page 54: Content Marketing - a digital framework

ACEFANALYTICS MUST UNDERPIN YOUR EFFORTS

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GOALWhat are we doing it for?

ACEF

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ACEFTraffic

Leads

Branding

Sales

Rankings

Members

Shares

Engagement GOAL!

ACEF

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RELEASE MECHANISMSHow do we get the content out there?

ACEF

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ACEFCONTENT RELEASE

Search Display Native RTB GSP

Emailers SMS Whatsapp Line PR

SEO Social YouTubeWord of Mouth

twitter

facebook Google+ Offline Website Blog

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STITCHING IT TOGETHER

ACEF

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ACEF

CONTENT AND MEDIA

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ACEF

iAnalyse Visualisation

SilverPush DBM

plumb5

GA Premium

Mobile SEO AMNET Email Social YouTube GSP

iBid & DS3

Search GDN

BE PREPARED FOR A TECHNOLOGY STACK

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ACEF

AD UNITTravelling to

London make sure you insure with

<insurance brand>

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)

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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

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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”

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TRAVEL GURUSearch Case Study

ACEF

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ACEF

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ICICI LOMBARDMedia Case Study

ACEF

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7x more visibility

1.5x more volume

ACEF

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ACEF

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ACEF

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KOOVS.COMIntegrated Case Study

ACEF

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ACEFKOOVS BRANDING CAMPAIGN

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ACEFKOOVS BRANDING CAMPAIGN

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ACEF

WHILE EVERYONE WAS TALKING

THE OFFERS LANGUAGE!

WE DID SOMETHING

DIFFERENT

KOOVS BRAND SOLUTION

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ACEF

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 …..

KOOVS BRAND SOLUTION

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ACEF

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

KOOVS BRAND SOLUTION

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ACEFKOOVS BRAND SOLUTION

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ACEF

Fantastic audience response

KOOVS BRAND SOLUTION

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ACEF

Fantastic audience response

KOOVS BRAND SOLUTION

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DSP BLACKROCKYouTube Case Study

ACEF

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ACEFDSP BLACKROCK

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ACEFDSP BLACKROCK

link here

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STANDARD CHARTEREDOffline to Online Content Case Study

ACEF

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ACEF

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CHECKLISTThings to remember along the way

ACEF

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

ACEF

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Always optimize for SEO

ACEF

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

ACEF

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...the same goes for formatting

ACEF

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Optimise the tagline / headline – think newspaper meets search!

ACEF

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

ACEF

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

ACEF

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Make the language accessible to all, plain and grammatically correct

ACEF

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Deploy and optimize for all devices

ACEF

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Always check your facts rigorously

ACEF

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Give credit where credit is due for your sources

ACEF

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

ACEF

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Invite constructive feedback, allow for comments and conversations

ACEF

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Always make sure your content is easily shareable

ACEF

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Above all, relevance is key

ACEF

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ACEF

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Benedict Hayes

Vice President | Strategy

iProspect

@benboombastic

ACEF


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