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Quality content can outperform any other marketing spend over time by growing reach, building brand engagement and loyalty, and serving your business objectives. Find out how in this presentation by Kim Caviness, TMG Custom Media’s SVP of Content, and Andrew Hanelly, TMG’s VP of Digital Experience. Kim and Andrew presented this in a workshop at the iStrategy 2012 conference in Chicago. Attendees got tips and tricks on how to solve the challenges that brands face in the constantly evolving media environment. Plus real-world data to help guide their strategy.
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What’s Your Content IQ? Strategies to Solve Real-World Brand Challenges
Who are you guys?
Hi, I’m Andrew
@hanelly
I am:
VP, Digital Experience at TMG
Involved with all sorts of clients’ digital communications
Hi, I’m Kim
@kimcaviness
I am:
SVP, Content at TMG
Creator and executor of branded visions
And this is TMG
Quality content on every page, screen, platform and device.
And this is TMG
Quality content on every page, screen, platform and device.
What are you talking about?
The new attention economy
A call to arms for brands
Three real-world scenarios
Parting shots
What are you talking about?
The new attention economy
“Add this to the endangered list: blank spaces.”
- Louise Story, New York Times, 2007
“We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as
5,000 a day today.”
- Jay Walker-Smith, Yankelovich Consumer Research, 2010
“We’ve gone from being exposed to about 500 ads a day back in the 1970s to as many as
5,000 a day today.”
- Jay Walker-Smith, Yankelovich Consumer Research, 2010
Our exposure to media is at an all-time high
1960
5 hours per day
Today
12 hours per day
Every 60 seconds …
571 new websites are created
Every 60 seconds …
3,600 photos are sent to Instagram
Every 60 seconds …
of video are uploaded to YouTube
48 hours
Every 60 seconds …
Romain Toornier
Tumblr publishes 27,778 new posts
Every 60 seconds …
204,166,667 emails are sent
Every 60 seconds …
Every 60 seconds …
300,000 pieces of postal mail arrive
Every 60 seconds …
- Jay Walker-Smith, Yankelovich Consumer Research, 2010
People Google about 2 million things
Every 60 seconds …
Facebook is updated 684,478 times
Every 60 seconds …
- ilamont.com on Flickr
47,000 apps are downloaded from iTunes
And we’re all walking around like this
- UltraSlo1 on Flickr
“If Your Kids Are Awake, They’re Probably Online”
Henriksent on Flickr
Kids spend 7.5 hours with media per day
But, on average, people think the average message they encounter is below average.
- DairDair on Flickr
That will not stop the rise of ‘content marketing’
And more messages are on the way
of brands will be socially active by 2014
93%
A sign of the times?
A call to arms for brands
“Understanding and managing attention is now the single most important determinant of
business success.” - Davenport
“People don’t read ads. They read what interests them. Sometimes it’s an ad.”
- Howard Gossage
The rest of the time it’s content.
Give the people what they want
74% of people prefer to learn about brands via articles instead of ads
believe companies that provide branded content are interested in building good relationships with them
Earn trust and build relationships
say branded content helps them make better purchasing decisions
Help them make better decisions, like buying from you
68%
Be simple. Be useful. Be interesting. Or be ignored.
And don’t try to fake it. They can smell that.
The Venn diagram of strategic relevance
To love your audience is to serve your audience.
Think:
What keeps your audience up at night?
What are their aspirations and goals?
What kind of music do they listen to?
Think:
Is it “of the now” among my audience?
Is it naturally engaging?
Is the tone sensitive to all audience needs?
Is this culturally relevant?
Think:
Does it fit with our tone and worldview?
Does it engage or alienate our core audience?
Does it contribute to an actual business objective?
Is this right for the brand?
Two scenarios
What would you say if I asked you:
How do you get 250 bloggers to talk about your brand?
How do you get your entire industry to watch an hour’s worth of video?
Two scenarios:
Scenario 1
How do you get 250 bloggers to talk about your brand?
(In a good way …)
Blogs have the audience:
72% of people read blogs regularly
Blogs have the influence:
66% of people buy based on
blogger recommendations
The opportunity
Blogs and brands don’t always mix.
39% of bloggers say they never mention
product names or brands on their blogs
42% of bloggers describe their relationship with
brand representatives as “unfavorable”
The challenge
How do you get 250 bloggers to talk about your brand?
The parameters:
You sell consumer electronics
Your audience is mostly male, kinda geeky …
You have a company blog with a fair amount of content
The big idea
We discovered, vetted and published a “best of” list featuring the most relevant bloggers in the vertical
The logic
Because it was editorially vetted, this put us on their radar and in a favorable light. It was an attempt to make the first step in building a relationship.
The logic
We wanted to make it more than a one-off, we wanted a lasting relationship via content.
The logic
We did it for five separate industry verticals.
(Spread out over the course of a year.)
Increases in:
Visits
Pageviews
Time on site
Inbound links
Social engagement
The payoff
Scenario 2
How do you get 100,000 people to watch an hour’s worth of video?
People love video.
180 million people watch video online monthly
The average user watches 4.3 hours per month
How do you get 100,000 people to watch an hour’s worth of video?
But keeping their attention is tough.
How do you get 100,000 people to watch an hour’s worth of video?
- ReelSEO, 2012
~20 seconds ~30 seconds ~60 seconds
Remember, cat videos are awesome, but they don’t tend to make money.
How do you get 100,000 people to watch an hour’s worth of video?
How do you get 100,000 people to watch an hour’s worth of video?
The parameters:
Your business is running B2B trade show events
Your audience are jewelry retail store owners
They’re not super tech savvy
The big idea
We created a made-for-web branded entertainment series with strategic product placement.
The logic
We borrowed from pop culture: a challenge, some conflict, and a dramatic conclusion.
The logic
We borrowed from pop culture: a challenge, some conflict, and a dramatic conclusion.
The logic
We broke it into 13 episodes, supported it with editorial coverage, and coordinated the big reveal to happen at the annual show.
The logic
We wove the sponsor into the content instead of interrupting.
The payoff
Increases in:
Visits
Pageviews
Time on site
Inbound links
Social engagement
Parting shots
Thank you!
Andrew Hanelly VP, Digital Experience [email protected] 202.530.8053 @hanelly
facebook.com/tmgDC
Connect with us!
@tmgmedia
linkedin.com/company/tmgDC
engage.tmgcustommedia.com
Kim Caviness SVP, Content [email protected] 202.721.1442
Keith Sedlak SVP, Client Partnerships [email protected] 646.783.3755
