Forresters Ryan Skinner on How to Optimize the Two Types of Content Marketing

Featuring Guest Speaker

Ryan Skinner

Webinar:“Optimize the two kinds of Content Marketing” September 20, 2016

ScribbleLive enables every business

to deliver predictable results through

content & technology

How Brands Use ScribbleLive

Dynamic content experiences(Second screen, UGC, audience interaction)

Strategic planning & execution Data insights & influencer marketing

Original content creation(Infographics, videos, micro content, interactives)

Optimize The Two Kinds Of Content Marketing

Ryan Skinner, Senior Analyst

September 20, 2016

© 2015 Forrester Research, Inc. Reproduction Prohibited 6

Driver 1: Changing Media Consumption

Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US)

Right about….now!


Driver 2: Customer Experience Imperative

Customer obsession is your only competitive advantage


Content Marketing: Default Destination For Many Parallel Streams

Search

Social

Digital

Mobile

Ad-Blocking

Native Advertising

Cord-cutting

Marketing automation

Common Denominators: Empowered

customers & unbundled media


Content Marketing: Default Destination For Many Parallel Streams

Search

Social

Digital

Mobile

Ad-Blocking

Native Advertising

Cord-cutting

Marketing automation

Common Denominators: Empowered

customers & unbundled media

The

Gigantic,

Gassy

Content

Marketing

Nebula


Here’s How We Define Content Marketing

A marketing strategy where brands create

interest, relevance and relationships with

customers by producing, curating and

sharing content that addresses specific

customer needs and delivers visible value.


Here’s How We Define Content Marketing

A marketing strategy where brands create

interest, relevance and relationships with

customers by producing, curating and

sharing content that addresses specific

customer needs and delivers visible value.Delivers an

intrinsic benefit to

an audience

Centred on the customer and his or her situation

Something immediate AND enduring


This Won’t Be Happening

2009 10 11 12 13 14 15 16 17 18 19

5%

10%

15%

US

$ B

illi

on

s

Content marketing spending YoY % change

Yo

Y c

ha

ng

e in

sp

en

din

g

Source: PQ Media’s Global Content Marketing Forecast 2015-19


B2C Ups Investment On Content Marketing


B2B Ups Investment On Content Marketing


Significant Sums Are Involved

One of four of

respondents said their

budget would grow by

roughly a third; One in

two said it would grow

more than 20%


Two Marketing Strategies Separated By A Common Name(Media-Centric)

Content Marketing

(Customer-Centric)

Content Marketing


Two Different But Related Things Separated By A Common Name(Media-Centric)

Content Marketing

(Customer-Centric)

Content Marketing



Content Marketing

(Customer-Centric)

Content Marketing

• Evolution of brand advertising

• Media & creative agencies,

PR/comms & social agencies

• Concerned with impressions /

engagements or brand metrics

• Depends on paid media to succeed

• “Integrated comms”, “branded

content”, “branded entertainment”


• Evolution of brand advertising

• Media & creative agencies,

PR/comms & social agencies

• Concerned with impressions /

engagements or brand metrics

• Depends on paid media to succeed

• “Integrated comms”, “branded

content”, “branded entertainment”


Content Marketing

(Customer-Centric)

Content Marketing

• Evolution of direct marketing

• Search/digital agencies, product

marketers, customer experience

• Concerned with metrics that align

with points in customer life cycle

• Should not require paid in order to

succeed

• AKA “Inbound Marketing”, but

extends into other disciplines



Content Marketing

(Customer-Centric)

Content Marketing

• Customers don’t ask for it

• Works well within silos

• Doesn’t lead to

customer-centrism

• Independent of value (how long

is a piece of string)

• Leads to accumulation, volume

(content factories)

• “Excited by the possibilities…”

<



Content Marketing

(Customer-Centric)

Content Marketing

• Customers don’t ask for it

• Works well within silos

• Doesn’t lead to

customer-centrism

• Independent of value (how long

is a piece of string)

• Leads to accumulation, volume

(content factories)

• “Excited by the possibilities…”

< • Works only if customers want it

• Forces painful cross-

departmental collaboration

• Leads to more effective media

investments

• Constrained at all times by its

own value generation

• “Fits how people buy…”



Content Marketing

(Customer-Centric)

Content Marketing

$$$ $$<



Content Marketing

(Customer-Centric)

Content Marketing

• An entire industry exists to

help brands navigate and spend

money on this approach

• Media-led propositions are easier for

traditional advertisers to buy

• Professional creators and paid

promotion make these visible

• The KPIs are easy to establish and

track

<



Content Marketing

(Customer-Centric)

Content Marketing

<• An entire industry exists to

help brands navigate and spend

money on this approach

• Media-led propositions are easier for

traditional advertisers to buy

• Professional creators and paid

promotion make these visible

• The KPIs are easy to establish and

track

• Rests on the marketer to grasp the

shift and act on it

• Forces greater collaboration with

non-marketers

• Is difficult to separate from the

product or service itself

• Is often less visible and less shiny


Content strategy stems from brand strategy and customer strategy

Brand/Business

Strategy

Customer Experience

Strategy

Content Strategy


Factors Guiding Media-Led vs. Customer-Led Content Marketing

Media-Led Customer-Led

Low consideration High consideration

Small assortment Large assortment

Very high/low product

differentiation

Moderate product

differentiation

Lower channel

controlHigher channel

control

Low product/

problem complexityHigh product/

problem complexity


Optimize Customer-Led Content Marketing


Ease

Planning For Content That Drives Customer Experience

Effectiveness

Emotion


Customer Content ShouldCreate Effectiveness

J. Crew identified some of

its most popular and

valuable site searches to

develop bespoke landing

pages, with richer content.

Source: https://www.jcrew.com/wedding.jsp

https://www.jcrew.com/wedding.jsp


Customer Content ShouldCreate Ease

AirBnB recognized an

implicit desire to choose

the right neighbourhood

for a stay, and developed

guides. It’s since

expanded the section

from 7 to 23 cities.Source: https://www.airbnb.com/locations

https://www.airbnb.com/locations


Customer Content ShouldImpact Emotions

JetBlue offers visitors to its

JFK terminal the

opportunity to watch

premium Amazon content,

a moment of unexpected

joy that mimics the in-flight

offerings.Source: https://skift.com/2015/12/11/jetblues-amazon-theater-

and-the-benefits-of-having-your-own-terminal/

https://skift.com/2015/12/11/jetblues-amazon-theater-and-the-benefits-of-having-your-own-terminal/


Optimize Media-Led Content Marketing



• Brand integration

• Value

• Impact

• Context

• Experience

• Outcomes

• Functionality



forrester.com

Thank you

Ryan Skinner

[email protected]

Media-led Content Marketing: Red Bull

A content strategy fuelled by a rabid fan-base

Customer-led Content Marketing: Cisco

Visual content that simplifies a complex purchase journey

Q & A

THANK YOU!!

To learn more about ScribbleLive, visit us www.scribblelive.com.