A Strategic Roadmap to Content Marketing Success

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A Strategic Roadmap to Content Marketing Success!"AMA Chicago!January 31,2013!"!

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Laura ChavoenSenior Vice PresidentDirector of Digital StrategyMSLGroup, Midwest!

partner!mentor!

consumer!fan!

geek!advocate!

student!

Strategist!

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Why Are We Here?!

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Brand" Media" Audience"

What Was Linear…!

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Brand"

Media" Audience"

…Has Become Continuous!

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Traditional marketing talks at people. !

!

Content marketing talks with them.!

"- Doug Kessler!

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Goals & ObjectivesCase StudiesChannel Integration !

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The Marketing Funnel!

Awareness  

Considera-on  

Intent  

Purchase  

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The Marketing Funnel Hourglass!

Awareness  

Considera-on  

Intent  

Purchase  

Support    

Loyalty  

Advocacy  

Reten%

on  

Referrals  

Acqu

isi%o

n  

Credit:    Jeremiah  Owyang  –  Al%meter  Group  

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The Marketing Hourglass!

Awareness  

Considera-on  

Intent  

Purchase  

Support    

Loyalty  

Advocacy  

Credit:    Jeremiah  Owyang  –  Al%meter  Group  

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Awareness!Challenge!Create interest and desire for product supporting a new but still growing marketing opportunity.!!Approach!Hubspot offered branded books, articles, videos and graphics to help businesses understand the value of content marketing. !!Key Takeaway!Showing how content is both relevant AND necessary, they created an opportunity to provide solutions through their software.!!

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Consideration!Challenge !Differentiate Mint.com and stay top-of-mind in a competitive landscape that requires a significant amount of trust and frequent interaction.!!Approach!Mint offers news, articles, slideshows, videos, guidelines and tips. The action-oriented content encourages activity and generates business intelligence.!!Key Takeaway!By creating valuable information that is easily accessible, Mint iterates their user-friendly application, rooted in the gathered data.!

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Intent!Challenge!Remain in the consideration set for long-lead, competitive products.!!Approach!GMʼs community stories, events and support integrates products into the experiences, creating opportunity to build relationships between the company, the dealers and the audience.!!Key Takeaway!By creating relationships through local content, Dealers gain permission to be a part of the community.!

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Support !Challenge!Leverage data-driven learnings to extend the reach of The Betty Crocker Kitchens across channels.!!Approach!Betty Crocker created a wide variety of content published on their website, email, social channels and in print, including video, how-to articles and recipes addressing key pain points. The program extended into full-year real time engagement across channels.!!Key Takeaway !The Betty911 program extends The Kitchensʼ expertise with valuable, relevant and real-time customer support around data-driven topics.!

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Loyalty!Challenge!Content structure offering valuable resources to non-members that also rewards and encourages membership.!!Approach!AMEX Open encourages community activity and engagement for earned points, redeemable for premium content.!!Key Takeaway!This actionable content provides rich data and opportunities for targeted, contextual content and integrated products and services.!

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Advocacy!Challenge!Extend the outdoor experience inside and online, creating and supporting brand champions.!!Approach!REI integrates content integrated with relevant products, and creates and nurtures relationships by utilizing customers in content and curating content from valued external sources.!!Key Takeaway!REI provides tools and content for all audiences, from novice to experienced explorers. !

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Purchase!Opportunity!Leverage customer browse, purchase and review data to drive preference.!!Approach!Amazon uses our data to present us with relevant content (and products), at the right moment, in the right context.!!Key Takeaway!In addition to integrating brand and customer content, they provide a rich, consistent and contextual experience. !

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Channel Integration!

Brand Content

Experiences

Social  Networks  

Events Print

Digital + Mobile

Channels

Corporate Content

Customer Content

Curated Content

Expert Content

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ProcessBrand CharacterContent Strategy, Plan Success Measures!

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Define Objectives

Audit +

Assess

Create Strategic Plan

Develop Content Plan

Content Creation + Curation

Execute +

Engage

Customers, Competitors,

Channels, Content & Creators

Plan Content Engagement

Listen, Learn, Refine

Define Brand Character &

Success Metrics

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Brand Experience"

Behaviors!

Touch points!

Desirability, Usability, Utility!

Employees!

Brand Personality"

Brand Persona!

The Brand WOULD say…!

The Brand WOULD NOT say…!

Creative Guidelines!!

Brand Promise"

Vision/Mission!

Brand Values!

Brand Value Proposition!

Brand Positioning Statement!

Brand Character!

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Brand  +  

Products,    Services  

Influencers,  Advocates  

Thought  Leadership,    Innova%on  

35%"

30%"

35%"

75% Brand Content"

25% Non-Brand Content"

Content Strategy!

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Positioning: Curated Content, Not Constant Content.! !

•  Brand Perspectives, Resources: 4 per week!•  Customer Thoughts: 2 per week, with variation across topics!•  In the News: 2 per week, or as relevant!""

•  Influencer POVs: 1-2 per week (with follow-up when relevant)!•  Customer Profiles: 2 times per month!"•  Internal SMEs: 3 times per month, or as available!•  External Perspectives: 2 times per month, or as needed!

"

Frequency: 4-5 days a week!Time of Day: To be determined based on metrics and to find the right cadence!

Content Execution Plan!

Brand, Products & Services !

Influencers, Advocates !

Thought Leadership, Innovation !

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Content Type!•  White Papers!•  Articles, Posts!•  Video!•  Infographics!•  Social Posts!•  Links!•  Images!•  User Content!•  Stories!•  Case Studies!•  Websites!•  Support!•  Reference/Resources!•  Magazines!•  Email!

•  Trend Reports!•  Q&As/Roundtables!•  Animated GIFs!•  Comics/Cartoons!•  Livestreaming!•  Memes!•  Music/Playlists!•  Data!•  Podcasts!•  Presentations!•  Data Sheets!•  Calculators!•  Games!•  Events!•  Metadata!

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Content Creator!•  White Papers!•  Articles, Posts!•  Video!•  Infographics!•  Social Posts!•  Links!•  Images!•  User Content!•  Stories!•  Case Studies!•  Websites!•  Support!•  Reference/Resources!•  Magazines!•  Email!

•  Trend Reports!•  Q&As/Roundtables!•  Animated GIFs!•  Comics/Cartoons!•  Livestreaming!•  Memes!•  Music/Playlists!•  Data!•  Podcasts!•  Presentations!•  Data Sheets!•  Calculators!•  Games!•  Events!•  Metadata!

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Content is King, Context is the Kingdom!

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Success Measures!

Content Reach"Reach, Likes,

Forwards!Print, Download,

Shares, RTs, Reblogs!Bookmarks, Social

Bookmarks!Opens, Clicks, Views,

Consumption!

Channel Metrics"Subs, Visits/Visitors,

Fans/Followers!Duration, Distribution

Impressions!Entry/Exit URLS! Bounce Rates, Unsubs/

UnFan, Follow!

Customer Engagement"Questions & Submissions!

PTAT, Lists, Comments, UGC!

Polls & Surveys! Ratings & Reviews!

Business Intelligence"User Content, Ratings

& Reviews!Device, Location, OS! Referring,

‘Most’/’Least’ Content!

Industry Standards, Benchmarks &

Changes!

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Focus on Results!

Design  Execute  Measure   Design  

Execute  Measure  

Audience,"Insights"

Strategy"

Metrics,"Insights"

Strategy"

Adjust"Plan"

Metrics,"Insights"

Strategy"

Adjust"Plan"

con%nue  

Try  something  else  

 Objec-ves  

Credit:    David  Armano  

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Thank You!""

@chavoen!"!

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The Leading Engagement Agency"

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engagement company in Publicis Groupe - providing

clients with unbound creativity and value in the

always-on conversation.!!

We are Publicis’ flagship consumer engagement agency, with integrated capabilities including public relations, public affairs, financial communications, social media, branding, advertising and digital.!