INTERNAL: Google Confidential and Proprietary

Why the fuzz about content marketing?

Joris Merks-Benjaminsen

Head of Digital Transformation

INTERNAL: Google Confidential and Proprietary

Integrating Brand & Performance

Real(time)Marketers &

Brand Builders

Full Value Experts

- Cross channel/screen

- Full consumer journey

Last Click Experts

‘Performance Thinkers’ ‘Brand Thinkers’

Story tellers

- Cross channel/screen

- Beyond demographics

Offline Brand Builders

Mismatch between upper & lower funnel activity

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Mismatch between upper & lower funnel activity

INTERNAL: Google Confidential and Proprietary

Betalen

Sparen

Hypotheek

Pensioen

Verzekering

Most branding strategies

Betalen Sparen Hypotheek Pensioen Verzekering

Consumers don’t live in a flighted world

INTERNAL: Google Confidential and Proprietary

Branding based on consumer interest

Betalen

Sparen

Hypotheek

Pensioen

Verzekering

Always-on: be there on the moments that matter

Betalen

Sparen

Hypotheek

Pensioen

Verzekering

INTERNAL: Google Confidential and Proprietary

Haarstijlen

Rimpels

Make-up

Most branding strategies

New

Shampoo

New

Creme

New

Mascara

New

Hair Dying

New

Lipstick

Consumers seek information & inspiration

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Branding based on consumer interest

How…?

What…?

When…?

Where…?

Which…?

Always-on: be there on the moments that matter

Haarstijlen

Rimpels

Make-up

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Beauty Questions

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Claiming Consumer Moments

Financieel advies,

huis kopen, voeding,

old timer kopen,

fashion tips,

inspiratie vakantie...

You?

How to save money? Make-up tips?

INTERNAL: Google Confidential and Proprietary

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Hero Content Large-scale tentpole events

or programs that drive

awareness at scale

Hub Content Regularly scheduled

content around customer

passions

Hygiene Content Always-on content

optimized to users intent

and interests

Hero Hero Hero

Hub

Hygiene

Hub Hub Hub

Consistent content programming is crucial for success

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“This success is only possible online” 1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes

INTERNAL: Google Confidential and Proprietary

Epic stunts

Content activity

Time

Hygiene Hub Hero

Episodes for truckers

Driver’s world Welcome to my cab

FAQs about trucks

Epic Split Epic Hook

There’s a strategy behind it

INTERNAL: Google Confidential and Proprietary

How to find people in a fragmented medialandscape?

● Help people find you through a consistent content ecosystem

- Answer their questions & offer inspiration

- Think Hero, Hub, Hygiene

● Bring brand & performance experts together

- Prioritize & optimize with data, build content with creativity & strategy

● Think always-on

- Consumers are always-on, so should brands be

● Create KPI’s across the full funnel

- There is more than CPA and reach