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Marketo Proprietary and Confidential | © Marketo, Inc. 3/16/2016
Get the most out of today’s webinar!
Listen to audio over your computer speakers or headphones, or
phone in toll-free on the numbers provided
All attendees are on mute, but get involved using the chat
window to submit questions.
We start
at 12pm
AEDT
Welcome to our hosts
from King Content
Use the chat window to ask questions.
Moderator Free Resources
Fill out the exit survey to get
your Content Marketing 2016
Success Kit.
Lauren Adam
Marketing Communications
Manager, Marketo APAC
Questions
What Every Marketer Should Be Doing
With Content This Year
B R O U G H T T O Y O U B Y K I N G C O N T E N T
Content Marketing
in Context
6 C O N T E N T M A R K E T I N G I N C O N T E X T
Y O U R C U S T O M E R S D O N ’ T C A R E A B O U T Y O U , Y O U R P R O D U C T S ,
Y O U R S E R V I C E S . . . T H E Y C A R E A B O U T T H E M S E L VE S , T H E I R WA N T S
A N D T H E I R N E E D S . C O N T E N T M A R K E T I N G I S A B O U T C R E A T I N G
I N T E R E S T I N G I N F O R M A T I O N Y O U R C U S T O M E R S A R E P A S S I O N A T E
A B O U T S O T H E Y A C T U A L L Y P A Y A T T E N T I O N T O Y O U .
– J o e P u l i z z i , C o n t e n t M a r k e t i n g I n s t i t u t e
7 C O N T E N T M A R K E T I N G I N C O N T E X T
YOUR PRODUCT
IS NOT ENOUGH
Product messaging is no longer enough to secure
the attention of your audience.
70-90% of the buyers journey is complete prior to
engaging a vendor (Forrester)
Consumer engages with 11.4 pieces of content
prior to making a purchase (Forrester)
They have a short list in mind, a few key brands
they come looking for.
8 C O N T E N T M A R K E T I N G I N C O N T E X T
FIGHT FOR PURPOSE
Ensuring you are one of those brands on the short list no longer comes
down to the one who shouts the loudest or claims to be the best or the
cheapest.
It is the one who has driven brand affinity long
term.
As brands jostle for the attention of the online audience, those staying
ahead of the game are cleverly aligning themselves with a clearly defined
purpose through which to secure their audience before engaging them
on a route to purchase.
9 C O N T E N T M A R K E T I N G I N C O N T E X T
THE PRODUCT
CHALLENGE
The path to ‘purpose-led’ marketing via the creation of
engaging experiences is not easy.
Nor is it always a natural thing for a brand to do.
“We have products to sell!”
“We should tell people about them!”
Finding the mutual point between what you want to say
and what your customers want to hear is the holy grail for
content marketing.
Put it like this. Content engagement is like a first date, if you
only talk about yourself, there probably wont be another
one.
What you
want to say
What your
audience
wants to
see/hear
CONTENT MARKETING LIVES HERE
– a home to brand affinity,
engagement and long-term
relationships.
10 C O N T E N T M A R K E T I N G I N C O N T E X T
CONTENT MARKET ING SHOULD BE FOCUSED
ON DEL IVER ING VALUE TO OUR AUDIENCES
BEYOND THE PRODUCT OR SERVICE WE
PROVIDE.
– ROBERT ROSE, Content Market ing
In s t i tu te
11 C O N T E N T M A R K E T I N G I N C O N T E X T
PURPOSE TO PURCHASE
IN PRACTICE
The challenge for Always is perhaps the most clear cut example of a sector where
what a company wants to say is not aligned with what people want to hear.
While Always historically focused on confidence based on superior product
performance, the opportunity was to reinterpret confidence in a more meaningful
way.
The challenge it faced was to become relevant to its audience, be trusted by its
audience and ultimately become the product of choice WHEN its audience
came looking.
The Always #likeagirl campaign drove a distinct sense of purpose, driving fierce
brand affinity and engaging its audience in a life-long relationship with it, and not
talking about its product once.
Always is the champion of girls. Always makes sure girls are unstoppable. Always
empowers girls to take ownership of who they are. With Always you are
unstoppable.
Wa t c h : A l w a y s ’ # L i k e A G i r l a d v e r t
12 C O N T E N T M A R K E T I N G I N C O N T E X T
PURPOSE TO PURCHASE
IN PRACTICE
So what did Always really do?
Audience first: It took a good look at its audience, who they are,
how they felt and what mattered to them.
Developing purpose: It created content which drove a sense of
purpose for its brand, a cause, a reason for being, and put this
ahead of talking about itself and its products.
Consistency: It understood a campaign is not enough, when you
move to being audience centric, it’s for the long term. It developed
and evolved its content to continue the conversation, with
#unstoppable launching earlier this year.
Integration: The campaign was mapped across every digital touch
point from ATL, to DM, PR and social media .
13 C O N T E N T M A R K E T I N G I N C O N T E X T
THE BUSINESS CASE
FOR CONTENT?
o Take back your audience: The media world is now a democracy, everyone is, or has the power to be, a publisher.
Content marketing enables you to take back ownership of your audience, stop ‘renting’ eyeballs on other people’s
channels and develop your own audience as a brand publisher.
o Be welcomed into the consumers’ landscape: The new generation is used to self-education. They have never been in
a position where they could not find their own answers online. People don’t want to speak with salespeople, they can
educate themselves – marketing has had to step into the realm of educator.
o Re-claim trust: The growth of social media means that the most trusted sources of information are no longer ‘official’
spokespeople or product messages from brands. Content marketing allows brands to be part of the consumers’
conversations in a relevant way, as an educator or entertainer.
o Be found when they are ready: High-quality content is rewarded by Google. Google has consistently rolled out new
algorithm updates which increasingly reward content written for humans rather than robots. Relevant content does not
just drive affinity with the consumer at the top of the funnel, but means they are also more likely to find you through
search at the point of consideration/conversion.
14 C O N T E N T M A R K E T I N G I N C O N T E X T
WHAT DOES THIS MEAN
FOR MARKETING?
Content marketing has provided an opportunity for
brands
to cement longevity into their marketing
communications.
Using wide-scale product messaging to drive
consideration is no longer enough to differentiate your
brand in the long term.
Content marketing is the route to ensuring you are on
the consumer short list at the point of consideration.
Direct marketing, search and re-targeting tactics are
then the tools that ensure you are the winner in
conversion.
Old sales funnel
General awareness
Product promotion
Consideration
Conversion
Re-entry to top of funnel
New sales funnel
Targeted personas
Engagement/ value
Consideration
Conversion
Long-term ambassadors
hip
15 C O N T E N T M A R K E T I N G I N C O N T E X T
SO WHO SHOULD OWN
CONTENT MARKETING?
o Content marketing cannot be owned by
one siloed department.
o It is a joint responsibility which works to drive
the consumer from purpose through to
purchase.
o It is baked into every touch point from social
media to employer branding and in-store
experience.
o Consider an editorial board
CONTENT
PR
EDM
WEBSITE
Social media
Brand
HR Legal
SEO
ATL
SALES
Product devt
In-store
How do brands embed
content
into their business?
17 C O N T E N T M A R K E T I N G I N C O N T E X T
Every business is different, but those seeing the best results from content marketing have a number of core
principles in common:
o Commitment to a customer persona-centred approach, across the business.
o Development of data-driven customer personas, which are clearly segmented by their individual wants, needs,
passions and pain points.
o They stop planning content around the product a customer buys and start talking to the customer who buys the
product to develop a life-long relationship within these clear customer segments. A clear sense of brand
purpose
o They strive for consistency: Communication across business divisions is required to drive an integrated approach
which positions their brand purpose across all customer touch points across paid, owned and earned media, in
the every day.
o They create and commit to content strategy and communicate this journey across the business, ensuring there is
a clear pathway between content and product messaging.
How does this
work in practice?
19 C O N T E N T M A R K E T I N G I N C O N T E X T
THE CONTENT
PLANNING CHALLENGE
The truth is that the customer journey
is not linear at all.
Customers will touch on and engage
with multiple different pieces of
content across multiple channels at
inconsistent times before they make
a purchase.
So how does a business effectively
plan content?
20 C O N T E N T M A R K E T I N G I N C O N T E X T 1. MAPPING YOUR BRAND
BRAND STORY
Brand Purpose
Business objectives
Audience research
Audience
objectives
“persona work” “Brand Story”
Marketing
objectives
Market research/
Internal data
Content pillar Content pillar Content pillar
Persona
Persona
Persona
21 C O N T E N T M A R K E T I N G I N C O N T E X T 2. TELLING YOUR BRAND
BRAND STORY
Brand Purpose
Business objectives
Audience research
Audience
objectives
“persona work” “Brand Story”
Marketing
objectives
Market research/
Internal data
22 C O N T E N T M A R K E T I N G I N C O N T E X T 3. WHERE TO TELL YOUR
BRAND STORY
23 C O N T E N T M A R K E T I N G I N C O N T E X T 4. FORMATS FOR YOUR
BRAND STORY
Social
Graphics/ 'snackable'
Short form articles
Video
Long form/ webinars
24 C O N T E N T M A R K E T I N G I N C O N T E X T 4. VOLUME AND FREQUENCY
BRAND STORY
Social
Graphics/ 'snackable'
Short form articles
Video
Long form/ webinars
Volume
25 C O N T E N T M A R K E T I N G I N C O N T E X T 5. EMOTION IN YOUR
BRAND STORY
26 C O N T E N T M A R K E T I N G I N C O N T E X T 6. MEASURING YOUR
BRAND STORY
AWARENESS
FAMILIARITY
CONSIDERATION
CONVERSION
LOYALTY
WHO IS RESPONSIBLE?
Brand
Partnerships
ATL/ media buying
Search – educate/ entertain
PR Social media
Website/ e-commerce
Direct marketing
Search – product related
ATL
Tactical re-targeting Customer service
Customer retention and rewards programs
EDM
27 C O N T E N T M A R K E T I N G I N C O N T E X T 6. MEASURING YOUR
BRAND STORY
WHAT SHOULD BE MEASURED?
PHASE ONE: Testing hypotheses in an accelerated test-and-learn phase focusing on traffic, sources and content distribution
to understand what works and what doesn’t.
PHASE TWO: Focus shifts to all things engagement, from on-site performance to social channels, to find out how content can
work harder and engage consumers on a deeper level.
PHASE THREE: Transition to focus on lead generation, lead nurturing and sales activity to bridge the gap between purpose
and purchase.
QBRs with multiple stakeholders bring deeper insights and recommendations to the real-time analytics, keeping the strategy
agile and the approach consistent. Consider an editorial board when embarking on your content journey
This approach rings true whether planning BAU consumer comms or large-scale, high investment ‘hero’ campaigns’.
Remember: Benchmark your KPIs against your previous content performance, not competitors’ strategies.
28 C O N T E N T M A R K E T I N G I N C O N T E X T 7. ADAPT YOUR
BRAND STORY
1. A successful content marketing strategy uses
data-driven insights to form hypotheses.
2. It uses these hypotheses to develop a plan.
3. The data derived from the execution of this
plan are used to further refine these
hypotheses.
insights hypothesis Plan Data
29 C O N T E N T M A R K E T I N G I N C O N T E X T 7. ADAPT YOUR
BRAND STORY
Content development is an agile, always-on
process:
o Plan content tailored to your audience
personas, across all digital touch points.
o Amplify content to targeted audience
personas to ensure the right people see the
right content at the right time on the right
channel.
o Analyse results: Which topics worked and
which didn’t? Which channels worked and
which didn’t?
o Re-plan: Use key learnings to redevelop your
content plan and targeting tactics.
insights hypothesis Plan Data
30 C O N T E N T M A R K E T I N G I N C O N T E X T 8. COMMIT TO YOUR
BRAND STORY
engagement conversion balanced
research strategy implement workshop
consumption
A formal understanding is also required that content
marketing will not bring all the answers immediately.
Investing in content marketing does not mean
content will suddenly drive results across the business
from day one.
A staggered approach to planning is required to
develop a course which drives successes throughout
the consumer funnel.
An agile strategy maps content over quarters of
activity. Separate sections of metrics are focused on
to optimise content for business outcomes.
Quarterly business reviews bring key stakeholders
back together to analyse and re-plan.
31 C O N T E N T M A R K E T I N G I N C O N T E X T
REAL TIME
MONTHLY
QUARTERLY
ANNUAL
Be ready:
the competition is coming
33 C O N T E N T M A R K E T I N G I N C O N T E X T
According to the CMI/ADMA Content
Marketing in Australia 2015 report, 89% of
Australian marketers say they are doing
content marketing.
74% of Australian marketers say they are
creating more content than in the
previous 12 months.
64% say they will increase their total
investment in content marketing over the
next 12 months.
(CONTENT MARKETING INSTITUTE)
Change in Australian content creation (over the last 12 months)
Australian content marketing spending
(over the next 12 months)
32% Significantly more
42% More
18% Same amount
4% Less
2% Unsure
14% Significantly increase
49% Increase
30% Remain the same
1% Decrease
4% Unsure
34 C O N T E N T M A R K E T I N G I N C O N T E X T
Only 37% of Australian marketers are
actually operating with a documented
content marketing strategy.
Those 37% are more effective in nearly
every aspect of their content marketing
compared to those that do not have a
documented content strategy.
Producing engaging content is a
challenge for 50% of Australian
marketers.
THE
OPPORTUNITY
Producing engaging content 50%
Lack of budget 48%
Producing content consistently 46%
Measuring content effectiveness 44%
Gaps in knowledge and skills of internal team 37%
Producing a variety of content 37%
Lack of integration across marketing 35%
Lack of buy-in-vision from higher-ups 32%
Finding trained content marketing professionals 31%
Technology-related challenges 26%
If there was
one format to invest in?
36 T H E R O L E O F V I D E O WHY
VIDEO?
Video is now an essential part of the online experience: your audience watches video as part of all their
online activities, including shopping, entertainment, news and making important life decisions.
SOURCES
CISCO VISUAL
WORKING INDEX, 2013
COMSCORE, 2014
YOUTUBE, 2014
BRAINSHARK, 2014
79% of all global
consumer internet
traffic will be video by
2018.
23m of online video
is watched by the
average US consumer
every day.
93% of marketers are
using video for online
marketing, sales or
communication.
1b consumers actively
use YouTube every
month, with
subscribers increasing
by 300%
on last year.
37 T H E R O L E O F V I D E O
MOBILE IS DRIVING
GROWTH
PORTABLE, FAST, EASY VIDEO
People are spending more and more time on smaller-
screen devices and they want content that is quick and
easy to consume.
They are rolling out of bed, they are on the train, they’re
sitting in a slow meeting. They are listening to one thing
and multi-tasking with three or four others. Their attention
span is approaching 0.6 seconds. If you want to hold their
attention you need to make content accessible, quick
and easy to consume on the go, and on their phone. SOURCES
CISCO,
INVODO,
69% of all mobile
traffic will be
video by 2018.
92% of mobile video
viewers share
videos with
others.
40% of watch time on
YouTube is
through mobiles.
38
Can video convert?
T H E R O L E O F V I D E O
93% increase in click-through rates for emails that include video.
80% increase in conversion for landing pages that include video.
Landing pages with video are 53% more likely to show up on Google's first page.
73% of consumers are more likely to make a purchase after watching videos that explain a
product or service.
..and one thing to do with your
content?
40 PROMOTE YOUR
BRAND STORY
03 RISE OF MOBILE
The mobile format isn’t conducive to ad
placements as they impede the user experience.
Brands are looking for different ways to engage
their audience on this growing platform.
04 RISE OF THE
NEWSFEED Traditional digital ads aren’t compatible with how
people are consuming information and social
content. Brands are migrating to in-feed ads to fit
with the user’s experience.
05 CONSUMER
TRUST
Consumer trust in branded content is on the rise;
75% of consumers trust educational content from
brands.
(SOURCE: Kentico, 2014)
06 OWNED ASSET
DISTRIBUTION
Native advertising forms part of an owned asset
distribution strategy. It helps increase the return on
investment made on content creation.
01 AUDIENCE
REACH
It broadens reach to new audiences outside
your owned channels.
Social platforms such as Facebook are making it
harder for brands to reach their audience
organically.
02 BANNER BLINDNESS
Banner ad click-through rates are in decline as
consumers are getting better at ignoring
traditional online advertising.
41
5 KEY TAKE AWAYS
Tell a great story Be authentic Be CREDIBLE BE AUTHENTIC Be transparent
1 3
2 4 Consider what your audience is
interested in talking about or sharing.
Share your expertise
with your audience – be a trusted
advisor.
There needs to be a logical connection
between the content, the publication and the
brand.
The audience should know who the
content is coming
from.
The right partners
5
Partners must provide access to the right
audience in a relevant, credible and
respected environment.
King Content Melbourne
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838 Collins St, Docklands
Melbourne, VIC 3008
+61 3 8370 9102
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Hong Kong
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London EC3A 7BX
+44 20 3766 5329
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New York, NY 10014
+1 2 8204 0600
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Level 2
23 Foster St, Surry Hills
Sydney, NSW 2010
+61 2 8204 0600
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9B Craig Rd
Singapore 089669
+65 6692 2326
THANK YOU
Questions and discussion
Fill out the exit survey for free resources
Thank you.