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2014 content strategy applied to digital marketing. Understand why trust is critical for your efforts in delivery of new content, publishing, videos, shopper marketing, user experience, influencer marketing, branding, earned media.
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Making Mobile Content Customer Cri2cal
Sheila Bacon, Chief Strategist BGGMobile.com
May , 2014
Agenda
• Media & Disrup2on • Why Content Cri2cal • Op2miza2on Tips • Contact Informa2on
Disrup'on: Consumers have more tools to rule
US Adults have average of 3 connected devices! Not passive; want to control purchase journey more Consumers growing less open to banner ad’s
Always Connected
Searching Sharing
Commen2ng; Feedback
Disrup'on: Consumers Less Open to Ads
“Push” content becoming less effec2ve than “Pull”
Q: To what extent do you trust each of the following?
Source: Global Technographics Benchmark Survey, 2013
Base: online adults (18+) 61,104 US and 17,522 EU-‐7
Disrup'on: Consumers Control the Purchase Path
Use Informa2on they Find Themselves, from more sources, Faster than ever before!
10.4 Sources in the average Purchase Path
Source: Google ZMOT study
Disrup'on: Media Channels Con'nue to Fragment
73% of all CMOs now budget across Media/Marke2ng Channels!
Source: Forrester Research, 2013
Content Cri'cal : Top reasons most content efforts are just not delivering
Only one in three CMO’s say content efforts are delivering
1. Content that gives lifle value 2. Efforts suffer from low visibility among customers 3. Crea2on and distribu2on much more expensive
than planned 4. Didn’t link content efforts to business outcomes
Source: Forrester Research, 2013
Content Cri'cal: Must Leverage Mobile & Video Always On: Consumers do it all via their mobile phones!
Q: How frequently do you do the following on your primary mobile phone/ wireless device?
Source: Global Technographics Benchmark Survey, 2013
Content Cri'cal: Deploy Content Marke'ng Strategies Content marke2ng is not just “publishing” frequently
Source: Forrester Research, 2013
Content Cri'cal: Value Drivers
Why Content Marke2ng must be response focused
• Pulls consumers closer to brand’s message • Amplifies reach by producing content customer can easily share with others • Influences customer and creates rela2onships early in the purchase journey • Drives measurable business outcomes throughout the en2re customer lifecycle
Source: Forrester Research, 2013
Content Cri'cal: Push vs. Pull Offering Valuable Content Earns Afen2on
Source: Forrester Research, 2013
Brand B : Invites its audience to select the content they want, freely gaining first-‐party data
Brand A : Buys third-‐party data and guesses what content audience will want
“Rela2onship” MARKETING
“Depth” MARKETING
“Reach” MARKETING
Content Cri'cal: Which Channels Work best? To build lifecycle engagement integrate cross-‐ channel
Discover Engage
Explore
“Rela2onship” MARKETING
“Depth” MARKETING
“Reach” MARKETING
Content Cri'cal: Leveraging Channels It’s not a linear process
Discover Engage
Explore
Website Video’s Emails Communi2es InStore
Search Social WOM
Promote Sharing Influencer/Advocates Informed & Part of the Story
Content Cri'cal Means Customer Lifecycle Driven Adopt the new reality
Content Crea2on
Audience Building
Rela2onship Management
Value Op2miza2on
à Write, Curate, Crowdsource or Collect Content
à Apply Audience Thinking to Story, to Opt-‐in to Data
àServe Audiences Targeted Content
Customers will seek out & share content with a visible value
Narrow audiences, capture interest on specific passions & shared interests
Deliver content against clearly expressed signals
àTrack content, audience and business value
Build trusted context around brand aHributes
Content Cri'cal: Think Across the Eco System Consider Crea2on, Cura2on, Crowdsourcing and Collec2ons
Content Crea2on
àContent sourcing varies by cost and credibility
Low
High
High
Credibility
Cost
UGC
Industry News
Employees
Archived
SEO Bloggers
Influencers
Agencies
R&D
Source: Forrester Research, 2013
Content Cri'cal: Customer Lifecycle Driven Adopt the new reality
Audience Building
à Apply Audience Thinking to Story, based on preferences, à ac2ons and personal iden2ty
Narrow audiences, capture interest on specific passions & shared interests
Content Cri'cal: Use Channels Effec'vely Build Rela2onships Across Lifecycle with Content
àUse “Rela2onship” Channels to help customers engage and share Rela2onship
Management Deliver Content Against Clearly Expressed Signals
Source: Forrester Research, 2013
Content Cri'cal: Use Channels More Effec'vely Build Rela2onships Across Lifecycle with Content
Value Op2miza2on
• Get buy in from senior leaders • Audit your organiza2on, your content, your tools and your metrics • Take and “outside in” approach to assessing the value of your content • Begin work on your content brand at the point of transac2on • Develop stronger internal analy2cs capabili2es • Embrace experimenta2on
TIPS TO START BUILDING YOUR CONTENT NOW
à Understand Business Goals and 2e them to your content strategy from the start of the program
Content Cri'cal: Reach is not the most important KPI
Value Op2miza2on
àTrack content, audience and business value with selected KPI (key performance indicators) à Influencer programs build context around a brand
Drive engagement, and social sharing around content
To measure effec2vely brands should track: • Impressions • Clicks • Comments • Share
• Likes • Re tweets • Pins • Re pins
Content Cri'cal: Build for Earned Media
Value Op2miza2on
à Approach media as a way to afract, engage and convert prospects. à The value of earned media is that it is trusted more by consumers
Drive engagement, and social sharing around content
• Engaging consumers where they are interac2ng with content they care about and trust.
• Consider working with influencers as an effec2ve way to create earned media that can fuel a conversa2on about their brand with trustworthy content.
• Influencers are experts in genera2ng discussions online, so the content they create on behalf of a brand is talked about, shared, and reposted.
1. Sepng Goals 2. Accessing the Right Influencers • Scaling Content using Vendor Plaqorms for Social Media • Priori2zing
3. Crea2ng/Publishing/Distribu2ng Content • Twifer, LinkedIn, Google+, Facebook, Pin Interest, YouTube
4. Managing Rela2onships (Ongoing) 5. Measuring Results • Influencer Stats, Engagement, Reach, Likes, Comments, ROI
Tips: Five Key Problems to Address
CONTENT STRATEGY: Five Key Problems to Address
We can help you: • Create an integrated mobile/digital channel strategy • Understand how to maximize mobile content for influencers • Map and align omni-‐channel marke2ng plans/promo2ons • Build earned media via influencer marke2ng • Create mobile analy2cs, ROI valua2on • Op2mize SEO for mobile search • Deploy mobile payments • Video content/ produc2on services • Marke2ng team training • Relevant Case Studies
Contact Informa2on
For more informa2on, please contact:
Sheila Bacon, Chief Digital Mobile Strategist [email protected]
How to Contact Us
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