2014 CMA Content Marketing Show Presentation
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Transcript of 2014 CMA Content Marketing Show Presentation
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Some Facts and Opportuni2es In Content Marke2ng
Paul Cowan SVP, Performance Content @cowanpkc
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1,497 453 587 2.4%
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So that is who I am, strictly by the numbers. What does that say about me? Not much, there is no context.
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This is who Google thinks I am based on my browing and search behaviour… > Child Care > Dic2onaries & Encyclopedias > Food & Drink > Jeep > News > Online Image Galleries > Paren2ng > Science > Watches > Women’s Clothing > Skirts
Try it at Google.ca/se[ngs/ads
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So these are the ads I see…
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As a 40 year old male, Google may be serving some slightly off-‐target ads. There must be a be`er way to capture data and leverage signals that people are emi[ng to develop more contextually relevant ads.
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This is the challenge for all content marketers. Context. Relevance. Need.
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DOES BRAND SUCCESS = SOCIAL OR PROGRAMMATIC SUCCESS?
An Analysis:
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Top 25 Brands Facebook + Twi`er Engagements Programma2c Impressions
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CANADIAN BUSINESS
THE TOP 25 BRANDS AS RANKED BY
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Only 4 of the top ranked brands rank as a top social marketer
Brands with the best Facebook engagement: Na2onal Bank, McCain, Canadian Tire.
Only one brand has no presence at all: Power Corp of Canada
SOCIAL PERFORMANCE RANK
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11 brands don’t register any programma2c spending
5 of the top 10 ranked brands show no RTB spending
RTB PERFORMANCE RANK
Finance rules RTB; retail is somewhat absent
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Things you should be doing:
CONTEXT 1
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RELEVANCE
NEED
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CONTEXT: Harvest real signals people emit in digital, social, and mobile channels.
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58% Male 19.7 Years Old 19.5 annual income 3.6% New York
Content Clusters RTB Buying Parameters Micro-‐Audiences
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GEO SENSORS
RELEVANCE: Experiment with mobile…data
GEO SOCIAL
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NEED: Think like a direct marketer
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…and we are tracking you.
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Thanks! And now for some shameless plugs…
> Want more info on the study? @pcg_lab > Want more info on Performance Content? PCGLab.com > Troll me @cowanpkc