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Why in a digital age are some of the older techniques working?
What we’ll cover1. A look back at more than 100 years of content2. Content marketing today3. Types and effectiveness of content marketing4. Content marketing lifecycle5. How to engage millennial?6. Digital detox7. Old content distribution models8. The rise of the visual web and native advertising9. Attribution marketing for content marketers
The golden days of content marketing
4200 B.C.One of the first signs of custom publishing foundin cave paintings
1895John Deere launches customer magazine
1904Jell-O recipe book pays off
1922Sears launches World’s Largest Store radio program
1930sP&G begins foray into radio soap operas with brands such as DUZ & Oxydol – hence the “soap opera.”
1982Hasbro partners with Marvel to create G.I. Joe comic book
1998First ‘director of online marketing’
1987LEGO launches Brick Kicks magazine (Now LEGO Club magazine)
2004Sherwin Williams launches STIR magazine for commercial interior designers and architects
2006Nike+ Launches. Global Brands Nike & Apple partner to create a product to map runs and track progress
2007Red Bull launches Red Bulletin magazine
2008American Express launches OPEN forum
2014Chipotle short videos
2014Chango launches “Marketers against marketing” game
What do those initiatives have in common?
Approachability
Subtly branded Community
Utility
“Content marketing is a marketing technique
of creating and distributing valuable,
relevant and consistent content to attract and
acquire a clearly defined audience – with
the objective of driving profitable customer action.”
Example of garbage marketing
“We’ve always been able to convince the
management that the content of our
magazine shouldn’t be about John Deere equipment. We’ve stuck to that, over
time.”- David Jones, The Furrow Publications Manager
Example of content marketing
Types of content marketing
Effectiveness of content marketing
The content marketing lifecycle
To find out more: http://www.convinceandconvert.com/content-marketing/how-the-product-life-cycle-improves-content-marketing/
Question MarkContent is published
StarPeople actually
like it
Cash CowCan be
‘evergreen’
DogSlowly dies
Viral SuccessGoes viral
Back to the future
What millennials expect out of content
How to engage millennials with content marketing
1. Be Native, Not Deceptive
Millennials are willing to share good advertising, but dislike when advertising feels deceptive. Create native content that is relevant to the environment it’s hosted in, but does not mislead the viewer
2. Be an individual… and be ready to evolve
Know when to evolve your communication to stay culturally relevant and to keep your audience wanting more. Millennials favor brands that showcase their personalities.
3. Deliver on an emotion… and know that humor rules
Generate content that gives millennials an emotional payout. Comedy is the number one most watched genre online and speaks to their values of fun and positivity
4. Reserve judgment
Reserve judgment in conversation with consumers. Millennials engage in creativity and self-expression, which thrive in a judgment-free space.
5. Act like the locals
Leverage all different formats – video, images, gifs and text – to follow the rules of the millennials’ environment
Source: Yahoo! entertainment 2013
Content marketing fatigue
Source: Moz.com 2013
Do we need a digital detox?
Some time to recharge our batteries?
Or are we getting nostalgic?
The old content distribution
The old content distribution (revisited)
e.g. Tupperware/MAM
e.g.: Custom FedEx snail mail
e.g. JackThreads / Frank Oak reinvents the online catalog
e.g. Old Spice “Man Your Man Could Smell Like“
e.g. Red bull event marketing via red bull cars
e.g. NakedwinesThis is what marketers are focused on
Customers and Prospects
Face-to-face selling
Online marketing
Kioskmarketing
Direct response television marketing
Cataloguemarketing
Direct-mail marketing
Telemarketing
The return of the printer
New distribution:
the rise of the visual web
The new distribution: native advertising
Native advertising enables an advertiser to promote content to a user within the context, style and function of that users online experience.
Major forms of native advertising
Can native scale?
Source: TripleLift 2014
Measuring success of your content as part of your marketing efforts
Susp
ect
Pros
pect
Clie
nt
Cookie dropped Contact info collected Conversion
Article outside of your web
site Retargeting ad
SEM
Article on your site
Events
Online reviews (Quora)
Native (Twitter ad)
MagazineBlog visit
Display
Emailmarketing
Lead form filled-in
Can’t be tracked Can be tracked (requires manual CRM tagging)
Can be tracked in an automated way
To find out more about attribution marketing
chango.com/attribution
Key takeaways
1. What's old is new again2. Use nostalgia and familiarity to get consumers' attention3. Experiment with newest forms of content4. Get your marketing attribution in order
Morale of the story:Just Be Helpful
(the techniques that you choose aren’t that important)
Thank you!chango.com/resources