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About 90 percent of CMOs report that they see value in content marketing – but it can be a daunting challenge to provide useful, visible, and engaging content with consumers who expect your brand to be present wherever and whenever they do comparison shopping on search, or when they ask you a question on Twitter. And increasingly consumers are combining search and social to learn about brands and share their opinions with each other. On November 8, 2012, Rob Garner, VP, Strategy, iCrossing, was joined by Forrester analyst Darika Ahrens, for a webinar that showed you how to make your brand relevant 24/7 by providing real-time marketing content to the digital consumer. The webinar included insights from a new book by Rob Garner – Search and Social: the Definitive Guide to Real-Time Content Marketing – to show you how you can harness the value of search and social to build a connected brand in the age of the empowered consumer. Find out more: http://www.icrossing.com/wiley-announces-search-and-social-the-definitive-guide-to-real-time-content-marketing
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Real-Time Content Marketing
in a Connected World An iCrossing Webinar featuring Forrester Research, Inc.
November 8, 2012 | Noon ET
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
With you today
Rob Garner Vice President, Strategy, iCrossing
@RobGarner
Darika Ahrens Analyst, Forrester Research, Inc.
@Darika
#iCRealTime
Providing real-time marketing
content to the digital consumer
How to reach 1930s housewives with P&G products?
Solution: Radio show “The Guiding Light”.
To each other, to brands, and to places--
More often and from more locations than ever
before
Today’s challenge? People are now
connected --
© 2012 Forrester Research, Inc. Reproduction Prohibited
The era of pervasive interactivity
7
*Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
**Source: North American Technographics® Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)
Despite their connectivity, always
addressable customers are
harder to reach.
© 2012 Forrester Research, Inc. Reproduction Prohibited
Why? Because:
Ad-free paid content services are leaving fewer opportunities for “pure” advertising
Consumers expect content as well as quality, value, and customer service for brand differentiation and loyalty.
Digital is at the centre of their world, traditional marketing is tuned out, and messaging needs relevancy.
10
© 2012 Forrester Research, Inc. Reproduction Prohibited
The Solution? Content which doesn’t feel like marketing.
“Content Marketing delivers enough in-
built value that it does not feel like
marketing.”
A 72 year long content marketing campaign.
A 112 year long content marketing campaign.
© 2012 Forrester Research, Inc. Reproduction Prohibited
BRAND Value
exchange
“People will swap something they value less for something they
value more. Both parties gain from the trade.”
© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:
Value
Choice
Relevancy
15
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: February 2010 “What People Really Need”
Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human
Needs”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: “Vision: The Content Marketing Playbook” due to be published November 2012
Value: “I get something from this” Content should trigger at least one of Forrester’s “Four Fundamental Human
Needs”
Human Need: Purpose: Create content
which is:
Example:
Comfort Reduce stress &
complexity.
Useful
Helping
Informing
- “How To” guides
- Retailer apps like
Tesco, Argos, etc.
Connection Feel connected to
other people, part
of something.
Moving
This is also where
virality comes from
- Kony, Old Spice
- Nike+
Variety Stimulate the brain,
keeps us engaged.
Entertaining
Surprising
- Tippex “Hunter
shoots a bear”
- P&G Soap
operas
Uniqueness Makes us feel
special.
Inspiring
Exclusive
Rewarding
- Intel Museum of
Me
- Burberry Art of
the Trench
© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:
Value
Choice
Relevancy
18
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Wikipedia
Choice: “I choose to interact with this”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Gawker Media
Choice: “I choose to interact with this”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: Hootsuite Blog
Choice: “I choose to interact with this”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Choice: “I choose to interact with this”
© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:
Value
Choice
Relevancy
23
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: We Are Social
24
Relevancy “This is for ME, right now”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: We Are Social
25
Relevancy “This is for ME, right now”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Source: We Are Social
26
Relevancy “This is for ME, right now”
© 2012 Forrester Research, Inc. Reproduction Prohibited
The 3 principles of content marketing:
Value
Choice
Relevancy
27
Real-Time Content Marketing
in a Connected World of
Search and Social
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If you have a web site or any web
presence, then you are a publisher
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To build a connected brand with the always
addressable consumer, you need to
become a real-time content marketer
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Being a real-time content marketer means being
always present with useful and engaging
content for the always addressable consumer
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Elements of Real-Time Content Marketing
• An organizational shifts from passive to real-time
engagement
• A redefining of audience
• A redefining of brand to include the audience
• A greater commitment to sincerity
• A reworking of the definition of social media to become
more inclusive of search principles
• A redefinition of the word publishing
• A commitment to being a “marketer as media publisher”
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Real-time content marketing requires
brands to harness the power of
search, social, and content
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The always addressable consumer is already
comfortably using search and social to find
you and talk about you
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So why not share useful and engaging
content wherever the always addressable
consumer is finding and talking about you?
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Real-Time Content Marketing – Example 1
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Real-Time Content Marketing – Example 2
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Real-Time Content Marketing – Example 3
How to get started
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Key considerations
• Reevaluate your existing program
• Prepare for a real-time presence
• Identify gaps in audience targeting and content
• Perform a technical audit
• Perform a social audit
• Determine how search, social, and content feed into
each other, and provide attribution
• Establish key metrics and benchmarks
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Thank you
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Q&A
Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at [email protected]
Follow us at Twitter
@icrossing and @thecontentlab
Become a fan at facebook.com/icrossing
#iCRealTime
Thank you
Rob Garner VP, Strategy, iCrossing
www.icrossing.com
Darika Ahrens Analyst, Forrester Research, Inc.
www.forrester.com
