Post on 21-Jul-2015
TrackMaven
Ian WalshCMO, Chief Marketing Maven
Ian@trackmaven.com
@IanWalsh
TrackMavenCompetitive Intelligence Platform
for Digital Marketers
@TrackMaven
TrackMavenSOURCE: Content Marketing Institute Benchmark Report - 2014 & 2015
of Digital Marketers now use
Content Marketing90%Don’t UseDo Use
Content Advertising
of Buyers Prefer Learning About a Brand
Through Content Rather than Advertising80%
More Same & Less
of marketers are producing more content
than the prior year69%
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Efficiency
Increased
Analytics &
Attribution
Distribution
Workflow
Production
Technology has increased our ability to
distribute content at scale.
Marketing Tech
Content Creation
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How B2C Marketers Rate the
Effectiveness of their Orgs Use of Content
Marketing
How B2B Marketers Rate the
Effectiveness of their Orgs Use of Content
Marketing
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20
25
30
35
40
45
50
55
Jan2013 Apr2013 Jul2013 Oct2013 Jan2014 Apr2014 Jul2014 Oct2014
Postsperbrandperchannel
TrackMaven
Efficiency
Increased
Analytics &
Attribution
Distribution
Workflow
Production
Technology has increased our ability to
distribute content at scale.
Marketing Tech
Content CreationMost Content
Fails Here
TrackMaven
1. Marketing as Science
‣ So many digital signals out there, no need to be gut driven
‣ Use data to accurately predict what content will resonate with customers
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Leading Metrics and ROI
Metrics‣ Leading metrics
‣ Metrics that measure initial customer engagement with content
‣ Optimize Daily
‣ ROI metrics
‣ Metrics that attribute revenue or a proxy for revenue to a marketing source.
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House of Data
‣ Leading Metrics
‣ “The company analyzed what its customers watched, and learned that viewers enjoyed the actor Kevin Spacey, the director David Fincher, and political thrillers.”
‣ Two Seasons Upfront - $100M!
‣ ROI Metrics
‣ 2 million new subscribers
‣ “86 percent of those surveyed said they would be less likely to cancel after viewing House of Cards.” -Cowen & Company
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2. Channel Specific
‣ Best way to organize is by content channel, not campaigns
‣ Empower you to be channel relevant in your message
‣ Build a community
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3. Always-On
‣ You can’t stop and start content marketing
‣ If you abandon your community, they’ll abandon you
‣ Facebook EdgeRank rewards consistency
‣ Spot marketing opportunity gaps and take advantage of them
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4. Winning the Attention War
‣ Share of Attention Becomes Key
‣ Are we able to maintain our funnel integrity?
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Efficiency
Increased
Analytics &
Attribution
Distribution
Workflow
Production
Use Data to Create Better Content
Marketing Tech
Better Content
…Data-Driven Content
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Facebook B2C: Associated Bank
Best-in-Class B2C Facebook
• Retail Banking
• 12,241 Followers
• 11 Interactions per post per 1K followers
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Facebook B2B: Hitachi Data Systems
Best-in-Class B2B Facebook
• 11,567 Followers
• 10 Interactions per post per 1K followers
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P90X: B2C BlogTop-performing blog,
• >400 interactions per posts
• 100,000 total interactions
* excluding celebrities, politicians, and advocacy groups
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B2C Twitter: Denny’sCasual Restaurant Chain
• 148,000 Followers
• 12,800 Total Tweets
• 5 Interactions per tweet per 1K Followers
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Most Surprising on Facebook
Best-in-Class B2B Facebook
• 260,000 Followers
• 13 Interactions per post per 1K followers
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Instagram Best-In-Class: GoPro
Best-in-Class Instagram (Photos and Videos)
• Photo equipment
• 3.6 Million Followers
• 50 posts per month
• 200,000 interactions per post
• 56 Interactions per post per 1K followers
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Identify Marketing Opportunities
Optimize Content Distribution
Track Real-Time Progress
— TrackMaven —
Powering effective content
through data-driven insights.