Content Marketing Explained

Content Marketing Explained Presented by Rosie Siman http://twitter.com/rosiesiman

Senior Strategist, 360i http://twitter.com/360i

Download the full POV here: http://bit.ly/ContentMarketingPOV

Tweets Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience

WTF is content?

WTF is content? ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY STORY.. [THINK BIG. REAL BIG.]

Tweets Status Updates Blog Posts Newsletter

WTF is content marketing?

Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience

THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH CONSUMERS OR POTENTIAL CONSUMERS.

Why we’re here CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT

Source: “A Global Update of Social Techn Technographics®”, ographics®”, Forrester Research, Inc., September 28, 2010 Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012

Consumers are more familiar with self-publishing tools

And they’re creating content that often outperforms brands’

http://www.youtube.com http://www .youtube.com/watch?v=gzowzUsq6iY&f /watch?v=gzowzUsq6iY&feature=plcp eature=plcp

Old Spice is a well-loved brand - And with 2.5MM views, it shows!

And they’re creating content that often outperf outperform ormss brands’

http://www.youtube.com/watch?v=C7hTAp6KrGY

But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!

And they’re creating content that often outperf outperform ormss brands’

http://www.youtube.com/watch?v=C7hTAp6KrGY

But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!

Curation is here to stay

http://buzzfeed.com

But what exactly is it?

image source: Corinne Weisgerber

Curators have become Content Strategists (and vice versa)

Curation is gaining traction

...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green

...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green

Consumers are loving it

So how can brands join in?

Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION. OPTIMIZATION.

1 // Content Development (CREATION AND CURATION OF):

STOCK “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is Today.”

FLOW

+

“Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”

WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK.

1 // Who’s doing it well

Fast Company curated a pop up shop through flash sale site Fab.com

1 // Who’s doing it well

Amex has curated a social media resource hub for a community of small business owners.

1 // Who’s doing it well

RedBull’s Stratos showed they really do give people wings by sending Felix Baumgartner into space.

1 // Who’s doing it well

Oreo’s Daily Twist put a spin of childhood delight onto trending topics of the world.

1A // Thinking About Stock & Flow (Typically) Flow

Micro

Base

Tweets

Blog Posts

Status Updates

Newsletter Sound Bite Altered Image/ Meme Quiz Poll/Survey Video Clip

(Typically) Stock

Hero Slideshare Presentation Podcast

Superhero Event Film Webinar

Short Film/Edited Video

Whitepaper

Magazine

E-Book

Lecture

Transmedia/ARG Experience

Infographic Widget

App

1A // Thinking About Stock & Flow

Select topics with higher perceived interest had interactive elements

1A // Thinking About Stock & Flow

Select topics with higher perceived interest had interactive elements

1A // Thinking About Stock & Flow

The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced

2 // Syndication + Distribution PAID

EARNED

OWNED

WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.

2 // You might might want to start start with your own digital assets

Source: Nordic Marketing http://www.slideshare.net/nor http://www .slideshare.net/nordicemarket dicemarketing/content-seeding ing/content-seeding

2 // Don’t assume you know all your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Smell Like”

7th Chamber & Lucky NY are other NY-based NY-based partners

http://www.unrulymedia.c http://www .unrulymedia.com/wall-fame om/wall-fame

http://www.t he7thchamb er.com/ // http://luckyny.com/

2 // Don’t assume you know all your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Smell Like”

7th Chamber & Lucky NY are other NY-based NY-based partners

http://www.unrulymedia.c http://www .unrulymedia.com/wall-fame om/wall-fame

http://www.t he7thchamb er.com/ // http://luckyny.com/

2 // Build in cultural relevance to leverage lev erage earned media

Calvin Klein partnered with FashGIF to create GIFs of their new collection

2 // Read up on how to build an integrated strategy

Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/r http://www .360i.com/reports/paid-earned eports/paid-earned-media-building-media-building-integrated-str integrated-strategy/ ategy/

3 // Optimization

WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.

3 // Set benchmarks so you know if/when something’ something’ss performing 1

Consider average engagement on content within a

2

Ask community managers - or use a technology partner -

3

If people love your content, consider using media to

specific platform. Keep these numbers up to date!

to flag content that’s over-performing.

leverage the initial success and get it in front of more eyeballs

Bringing it to life for your brand + LISTEN. + BUILD A TEAM. + BE NIMBLE. + MEASURE & SHOWC SHOWCASE ASE SUCCESS.

Use social listening to glean insights & understanding     )  .    N    E    T    S    I    L     (

LEVERAGE YOUR TEAM SOCIAL LISTENING GO BEYOND YOUR OWN COMMUNITY

Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected? Consider a social listening partnership to better understand your target audience and their interests outside of your communities, including non-direct competitors like media properties. Look at what’s working outside of your community community.. What types of content are getting shared? What topics are people choosing to weigh in on?

Build a team and create a plan     ]  .    N    A    L    P    A    E    K    A    M     [

PUT TOGETHER THE ALL-STARS DETERMINE SCHEDULING PUT A PLAN ON PAPER

Explore a content marketing team with representation from community managers, content strategists, copywriters, data visualizers, editors, designers, producers, product evangelists, etc. When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation across channels. Don’t be afraid to embrace multiple platforms – different platforms are better suited for different kinds of content. Build in paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people.

Create rules... But don’t be too afraid to break them.     )  .    E    L    B    M    I    N    E    B     (

APPROVAL PROCESS MAKE EXCEPTIONS

Create a simplified approval process for content that needs a quick turnaroun t urnaround. d. Be willing to make exceptions. exceptions. Discuss with your core team what’s acceptable (and what’s not) before releasing content – but don’t limit yourself too much.

BUILD A Consider using paid media reactively. If content is starting to take off,, media can amplify reach and increase potential engagement. FEEDBACK LOOP off

Leverage successes to build momentum     )  .    S    S    E    C    C    U    S    E    S    A    C    W    O    H    S     (

TRACK KEY METRICS

Determine which metrics you’ll use before the campaign starts. Consider content type, budget associated & results in similar communities.

GRADUATE

Build on smaller successes and course correct if something isn’t i sn’t as well received as you originally anticipated.

CONTENT

The 4-Box CHANGE AGENT

MARKETING IMPACT

Digital platforms are empowering consumers to create, curate and share more content. As a result, content is becoming central to how people interact online – with each other and with brands.

Content is a powerful way to connect with people in the same ways they are already connecting with each other. Successful programs will create cultural relevancy relevancy + open the door to conversations with their customers.

CHALLENGES

NEXT STEPS

Content marketing is an evolving space that is not so easily defined. It’s It’s not just about creating great content – it’s about making sure you deliver it in the right environments, to the right audience, at the right time.

Develop a content strategy that addresses the three key pillars: content development; architecture architecture and optimization.

Download the POV here: http://bit.ly/ContentMarketingPOV

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@rosiesiman

@360i