Disruptive Content Marketing
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Transcript of Disruptive Content Marketing
Disruptive (Content) Marketing DIGITAL SUMMIT DETROIT 2015#DSDET15Geoffrey Colon, Group Product Marketing Manager - Social & Emerging Media @ Microsoft
@djgeoffe#DisruptiveFM
Contents
• The Fragmented Landscape• Think Less Like a Marketer, More Like a DJ• The Five Dynamics of Content• Part I: Disruptive• Part II: Disciplined• Part III: Case Study
In an ever fragmenting media world, the question to ask yourself in the transforming world of media and
marketing is: “How Do I Become Part of a Customer’s Day, Every
Day?”
Think and Act less like a marketer, more like a DJ
Why Should Content Marketers Act Like a DJ?A DJ…
• Understands the Audience
• Entertains the Crowd
• Educates the Crowd
• Programs other people’s music = CONTENT CURATION
• Remixes other people’s music = Social by Design CONVERSATION
• Produces original music = Creates ORIGINAL CONTENT
The Five Dynamics of Content: Understands the Audience
A content marketer, like a DJ, understands the audience in which they are performing. They understand intimacies via social connection in order to develop content including:
• Short and Long Form• Thought leadership• Video• Customer Connection with Company Employees• Tone of Voice• Where that Audience Likes to Congregate Online
The Five Dynamics of Content: Entertains the Crowd
A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large percentage of the reason why they spend time online. Even the most advanced concepts like cloud computing will go further if that subject is presented:
• Where It Shows and Doesn’t Simply Tell• In a Dynamic Manner that is Relatable• Interconnects with Popular Trending Samples and Topics in the Social Web
Zeitgeist• Incites Sharing of the Experience
The Five Dynamics of Content: Educates the CrowdA content marketer, like a DJ, understands the audience is also seeking education and new discovery. The most advanced audiences don’t want to be spoon-fed what they know, but have insights they can apply to their life or business with content that:• Addresses Issues from
Their Point of View or User Experience
• Doesn’t Explain Everything All at Once
• Uses Visuals as Much as Words
• Is Not Overtly Branded! • Your Content Brands You!
The Five Dynamics of Content: Content CurationA content marketer, like a DJ, understands the audience is also seeking an overall experience. Audiences don’t judge or learn by one tune, but how hundreds of songs are mixed and matched together into a new form of storytelling. Good content marketers curate an experience that:• Includes Content
Made By Others• Uses Customer-
Centric Language and Behaviors
• Measures the Entire Performance, Not Simply One Song from the Set
The Five Dynamics of Content: Social by Design Conversation
A content marketer, like a DJ, understands the audience is seeking reinterpretation based on others original creations. Audiences may like a song, but want to hear how the DJ remixes it to create an entirely new experience. This is done via:
• Remixed Content• New Forms of Interpretation• Building Off the Ideas of Others
The Five Dynamics of Content: Original Content
A content marketer, like a DJ, understands the audience is seeking original content production that helps give voice to that DJ as a true creator. Audiences want to see a DJ that doesn’t simply spin other people’s music but can evolve to produce their own.
Thus the need for:• Creativity• Originality• Creative Destruction
Part I. Disruptive
What do we mean by disruptive marketing?
• Not necessarily harmful to other businesses, more disruptive or destructionist toward your own organization’s way of thinking
• Designs around people• Approaches problems using a 50/50 approach “What If” batch of
solutions• Right brain equally powerful as the left brain• Analytics Drives Creative Solutions• Creative Solutions Drives Metrics• Metrics Determine Success, Pivots, Perseverance
The Question
The Theme:
TestQ: How do I know if this will work? A: Run a Test!Q: How if I fail? A: You can only learn
TrackQ: How do I do this?A: Several KPIs will help you. There isn’t one finite measurementQ: Is it expensive?A: Most social platforms come with built-in analytics
MeasureQ: What is the most important metric?A: Right now engagement rate or interaction rateQ: Why?A: It’s a barometer if your targeted audience approves of your content
The Objectives:
Brand AwarenessGetting people to know who you areGetting people to know about your productGetting people re-acclimated toward your product
Visits to your Owned ChannelsAll content is tagged with a CTAMeasurement is in site visitations / bounce rateLong term goal = conversions
Social Discussion Around a TopicIs your content getting people to talk about a subject?Is it getting people to share a piece of content you created?
• Activities They Participate in
• Brands They Purchase
• Politics• Psychograp
hy• Netnograph
y• Profession• Job Title• Industry• Interests
• Age Range• Geographica
l Location• Languages
Spoken• Gender• Education• Salary• Devices
They Use• Entertainme
nt They Enjoy
What is the Science of Your Customer?
Why do customers prefer some content over others?
Why Do People Like the Color of Artificial Junk Food?Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it.This same neuroscience has determined whether a pop song will be a hit.It also will determine whether your content will resonate
What is the Most Disruptive Content Marketing?Goes beyond traditional brand research that has historically tracked on awareness and attitude and looks at non-conscious measures including:
• Emotion• Passion• Personal Value
Studying Cognitive Emotional Response from Communications
A 2013 study showed brain patterns that when a brand of product is revealed prior to sampling, a part of the brain associated with happiness is triggered if that sampling experience is positive. The test suggests emotional connections to brands dominate consumer purchase decisions.
Even in B2B which often focuses on logic-based value, the use of emotion, colors, even music can be the differentiation factor that leads to success.
Part II. Disciplined
Search and Social Data
Creative Insights
Trending Topics
Social CRM• Is the audience
engaging with content?• What type of content
performs best?• Are you using different
types of creative for segmented audiences?
• What are customers saying about your area of expertise?
• What do customers say about your products?
• What is your response time to customers on social?
• The Science of Your Customer
• APIs• Measuring Response• Bing Keyword
Research Tool
The 5 Factors of Disciplined Content Marketing
• Twitter / Facebook• Google / Bing Searches• Capturing Mobile
Search Mindshare using Search Engine Marketing Products (Bing Ads)
• NewsDistribution
Real Time Context Is ImportantTimeliness and immediacy play heavily into content success due to two factors:• Mobility of messaging (devices)• Speed of messaging (business
success is made or broken on a combination of three factors communications, design and product technology performance. Note, it’s NOT just the product technology but how others, especially peers, talk about the product!)
This is why brands try to newsjack around events. The issue? Those events are not always emotionally relevant to the customer because the brand messaging and customer NEUROSCIENCE do not align!!!!
The KPIs of Content MarketingSocial Media Metrics Website Traffic Brand
AwarenessLead Generation Sales ROI
93% 48% 53% 33% 27% 20%
Real time and content marketing use softer KPIs like social media metrics and web traffic to measure success as compared to sales or Return on Investment (ROI). Although social media metrics are new and not yet definitely quantifiable as a metric, they are increasingly used in measurement.
Consumer Sentiment16%
Purchase Intent
14%
Interest
18%
Likelihood to Recommend18%
Seriously Consider Purchase18%
Key Area Lifts from Content Marketing
Algorithms Shift
Don’t Build on Rented Land!
Forget “Likes” and “Followers”
Content Marketing: Best Practices
Facebook and Twitter are closing their APIs more to third parties
Limited data to inform the future
Quantity doesn’t equal quality
Scale makes it hard to identify advocates
Organic reach is limited by social algorithms
Know where your org has authority
Map out a content and asset production plan
Focus your content marketing in these areas
Don’t be afraid to take a stand
Create original content only
Serve to customers at the contextually appropriate time
Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video
Part III. Case Study
Content Marketing: A Case Study - Rethink B2B Marketing“What Does Your Audience Crave?” by Michelle Killebrew of IBM
@shellkillebrew
InspirationWhat Did Our Audience Crave?
How Did We Craft the UX to Delight the Audience?
Content Marketing: A Case Study
Thought Leadership
Content Tailored to Their Role, Not a Product
Interesting facts they can use right now
Demonstrate leading edge web design and interface
Content that shows, doesn’t tell – video, infographics, webinarsWhat Content
Did We Create for Our Audience?
How Did We Track Measurement?
Relevant, focused content
Sprinkled with evergreen so it remains timeless
Easy to share!
Web analytics
Social engagement rate
Website based remarketing (AdWords/Bing Ads)
Thank you
Connect with Geoffrey:Web: http://geoffreycolon.net
Twitter: @djgeoffe
LinkedIn: http://linkedin.com/in/geoffreycolon
SlideShare: http://slideshare.net/geoffreycolon
Tumblr: http://disruptivemarketer.net
Podcast: Download the Spreaker app – “Disruptive FM” https://www.spreaker.com/show/disruptive-fm
Book: “Disruptive Marketing” on AMACOM Books to be released August 2016 http://disruptivemarketer.nethttp://www.amacombooks.org/
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© 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.