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your Content Marketing 2016

Success Kit.

Lauren Adam

Marketing Communications

Manager, Marketo APAC

Questions

What Every Marketer Should Be Doing

With Content This Year

B R O U G H T T O Y O U B Y K I N G C O N T E N T

Content Marketing

in Context

6 C O N T E N T M A R K E T I N G I N C O N T E X T

Y O U R C U S T O M E R S D O N ’ T C A R E A B O U T Y O U , Y O U R P R O D U C T S ,

Y O U R S E R V I C E S . . . T H E Y C A R E A B O U T T H E M S E L VE S , T H E I R WA N T S

A N D T H E I R N E E D S . C O N T E N T M A R K E T I N G I S A B O U T C R E A T I N G

I N T E R E S T I N G I N F O R M A T I O N Y O U R C U S T O M E R S A R E P A S S I O N A T E

A B O U T S O T H E Y A C T U A L L Y P A Y A T T E N T I O N T O Y O U .

– J o e P u l i z z i , C o n t e n t M a r k e t i n g I n s t i t u t e


YOUR PRODUCT

IS NOT ENOUGH

Product messaging is no longer enough to secure

the attention of your audience.

70-90% of the buyers journey is complete prior to

engaging a vendor (Forrester)

Consumer engages with 11.4 pieces of content

prior to making a purchase (Forrester)

They have a short list in mind, a few key brands

they come looking for.


FIGHT FOR PURPOSE

Ensuring you are one of those brands on the short list no longer comes

down to the one who shouts the loudest or claims to be the best or the

cheapest.

It is the one who has driven brand affinity long

term.

As brands jostle for the attention of the online audience, those staying

ahead of the game are cleverly aligning themselves with a clearly defined

purpose through which to secure their audience before engaging them

on a route to purchase.


THE PRODUCT

CHALLENGE

The path to ‘purpose-led’ marketing via the creation of

engaging experiences is not easy.

Nor is it always a natural thing for a brand to do.

“We have products to sell!”

“We should tell people about them!”

Finding the mutual point between what you want to say

and what your customers want to hear is the holy grail for

content marketing.

Put it like this. Content engagement is like a first date, if you

only talk about yourself, there probably wont be another

one.

What you

want to say

What your

audience

wants to

see/hear

CONTENT MARKETING LIVES HERE

– a home to brand affinity,

engagement and long-term

relationships.


CONTENT MARKET ING SHOULD BE FOCUSED

ON DEL IVER ING VALUE TO OUR AUDIENCES

BEYOND THE PRODUCT OR SERVICE WE

PROVIDE.

– ROBERT ROSE, Content Market ing

In s t i tu te


PURPOSE TO PURCHASE

IN PRACTICE

The challenge for Always is perhaps the most clear cut example of a sector where

what a company wants to say is not aligned with what people want to hear.

While Always historically focused on confidence based on superior product

performance, the opportunity was to reinterpret confidence in a more meaningful

way.

The challenge it faced was to become relevant to its audience, be trusted by its

audience and ultimately become the product of choice WHEN its audience

came looking.

The Always #likeagirl campaign drove a distinct sense of purpose, driving fierce

brand affinity and engaging its audience in a life-long relationship with it, and not

talking about its product once.

Always is the champion of girls. Always makes sure girls are unstoppable. Always

empowers girls to take ownership of who they are. With Always you are

unstoppable.

Wa t c h : A l w a y s ’ # L i k e A G i r l a d v e r t

https://www.youtube.com/watch?v=XjJQBjWYDTs.

https://www.youtube.com/watch?v=XjJQBjWYDTs.


PURPOSE TO PURCHASE

IN PRACTICE

So what did Always really do?

Audience first: It took a good look at its audience, who they are,

how they felt and what mattered to them.

Developing purpose: It created content which drove a sense of

purpose for its brand, a cause, a reason for being, and put this

ahead of talking about itself and its products.

Consistency: It understood a campaign is not enough, when you

move to being audience centric, it’s for the long term. It developed

and evolved its content to continue the conversation, with

#unstoppable launching earlier this year.

Integration: The campaign was mapped across every digital touch

point from ATL, to DM, PR and social media .


THE BUSINESS CASE

FOR CONTENT?

o Take back your audience: The media world is now a democracy, everyone is, or has the power to be, a publisher.

Content marketing enables you to take back ownership of your audience, stop ‘renting’ eyeballs on other people’s

channels and develop your own audience as a brand publisher.

o Be welcomed into the consumers’ landscape: The new generation is used to self-education. They have never been in

a position where they could not find their own answers online. People don’t want to speak with salespeople, they can

educate themselves – marketing has had to step into the realm of educator.

o Re-claim trust: The growth of social media means that the most trusted sources of information are no longer ‘official’

spokespeople or product messages from brands. Content marketing allows brands to be part of the consumers’

conversations in a relevant way, as an educator or entertainer.

o Be found when they are ready: High-quality content is rewarded by Google. Google has consistently rolled out new

algorithm updates which increasingly reward content written for humans rather than robots. Relevant content does not

just drive affinity with the consumer at the top of the funnel, but means they are also more likely to find you through

search at the point of consideration/conversion.


WHAT DOES THIS MEAN

FOR MARKETING?

Content marketing has provided an opportunity for

brands

to cement longevity into their marketing

communications.

Using wide-scale product messaging to drive

consideration is no longer enough to differentiate your

brand in the long term.

Content marketing is the route to ensuring you are on

the consumer short list at the point of consideration.

Direct marketing, search and re-targeting tactics are

then the tools that ensure you are the winner in

conversion.

Old sales funnel

General awareness

Product promotion

Consideration

Conversion

Re-entry to top of funnel

New sales funnel

Targeted personas

Engagement/ value

Consideration

Conversion

Long-term ambassadors

hip


SO WHO SHOULD OWN

CONTENT MARKETING?

o Content marketing cannot be owned by

one siloed department.

o It is a joint responsibility which works to drive

the consumer from purpose through to

purchase.

o It is baked into every touch point from social

media to employer branding and in-store

experience.

o Consider an editorial board

CONTENT

PR

EDM

WEBSITE

Social media

Brand

HR Legal

SEO

ATL

SALES

Product devt

In-store

How do brands embed

content

into their business?


Every business is different, but those seeing the best results from content marketing have a number of core

principles in common:

o Commitment to a customer persona-centred approach, across the business.

o Development of data-driven customer personas, which are clearly segmented by their individual wants, needs,

passions and pain points.

o They stop planning content around the product a customer buys and start talking to the customer who buys the

product to develop a life-long relationship within these clear customer segments. A clear sense of brand

purpose

o They strive for consistency: Communication across business divisions is required to drive an integrated approach

which positions their brand purpose across all customer touch points across paid, owned and earned media, in

the every day.

o They create and commit to content strategy and communicate this journey across the business, ensuring there is

a clear pathway between content and product messaging.

How does this

work in practice?


THE CONTENT

PLANNING CHALLENGE

The truth is that the customer journey

is not linear at all.

Customers will touch on and engage

with multiple different pieces of

content across multiple channels at

inconsistent times before they make

a purchase.

So how does a business effectively

plan content?

20 C O N T E N T M A R K E T I N G I N C O N T E X T 1. MAPPING YOUR BRAND

BRAND STORY

Brand Purpose

Business objectives

Audience research

Audience

objectives

“persona work” “Brand Story”

Marketing

objectives

Market research/

Internal data

Content pillar Content pillar Content pillar

Persona

Persona

Persona

21 C O N T E N T M A R K E T I N G I N C O N T E X T 2. TELLING YOUR BRAND

BRAND STORY

Brand Purpose

Business objectives

Audience research

Audience

objectives

“persona work” “Brand Story”

Marketing

objectives

Market research/

Internal data

22 C O N T E N T M A R K E T I N G I N C O N T E X T 3. WHERE TO TELL YOUR

BRAND STORY

23 C O N T E N T M A R K E T I N G I N C O N T E X T 4. FORMATS FOR YOUR

BRAND STORY

Social

Graphics/ 'snackable'

Short form articles

Video

Long form/ webinars

24 C O N T E N T M A R K E T I N G I N C O N T E X T 4. VOLUME AND FREQUENCY

BRAND STORY

Social

Graphics/ 'snackable'

Short form articles

Video

Long form/ webinars

Volume

25 C O N T E N T M A R K E T I N G I N C O N T E X T 5. EMOTION IN YOUR

BRAND STORY

26 C O N T E N T M A R K E T I N G I N C O N T E X T 6. MEASURING YOUR

BRAND STORY

AWARENESS

FAMILIARITY

CONSIDERATION

CONVERSION

LOYALTY

WHO IS RESPONSIBLE?

Brand

Partnerships

ATL/ media buying

Search – educate/ entertain

PR Social media

Website/ e-commerce

Direct marketing

Search – product related

ATL

Tactical re-targeting Customer service

Customer retention and rewards programs

EDM

27 C O N T E N T M A R K E T I N G I N C O N T E X T 6. MEASURING YOUR

BRAND STORY

WHAT SHOULD BE MEASURED?

PHASE ONE: Testing hypotheses in an accelerated test-and-learn phase focusing on traffic, sources and content distribution

to understand what works and what doesn’t.

PHASE TWO: Focus shifts to all things engagement, from on-site performance to social channels, to find out how content can

work harder and engage consumers on a deeper level.

PHASE THREE: Transition to focus on lead generation, lead nurturing and sales activity to bridge the gap between purpose

and purchase.

QBRs with multiple stakeholders bring deeper insights and recommendations to the real-time analytics, keeping the strategy

agile and the approach consistent. Consider an editorial board when embarking on your content journey

This approach rings true whether planning BAU consumer comms or large-scale, high investment ‘hero’ campaigns’.

Remember: Benchmark your KPIs against your previous content performance, not competitors’ strategies.

28 C O N T E N T M A R K E T I N G I N C O N T E X T 7. ADAPT YOUR

BRAND STORY

1. A successful content marketing strategy uses

data-driven insights to form hypotheses.

2. It uses these hypotheses to develop a plan.

3. The data derived from the execution of this

plan are used to further refine these

hypotheses.

insights hypothesis Plan Data

29 C O N T E N T M A R K E T I N G I N C O N T E X T 7. ADAPT YOUR

BRAND STORY

Content development is an agile, always-on

process:

o Plan content tailored to your audience

personas, across all digital touch points.

o Amplify content to targeted audience

personas to ensure the right people see the

right content at the right time on the right

channel.

o Analyse results: Which topics worked and

which didn’t? Which channels worked and

which didn’t?

o Re-plan: Use key learnings to redevelop your

content plan and targeting tactics.

insights hypothesis Plan Data

30 C O N T E N T M A R K E T I N G I N C O N T E X T 8. COMMIT TO YOUR

BRAND STORY

engagement conversion balanced

research strategy implement workshop

consumption

A formal understanding is also required that content

marketing will not bring all the answers immediately.

Investing in content marketing does not mean

content will suddenly drive results across the business

from day one.

A staggered approach to planning is required to

develop a course which drives successes throughout

the consumer funnel.

An agile strategy maps content over quarters of

activity. Separate sections of metrics are focused on

to optimise content for business outcomes.

Quarterly business reviews bring key stakeholders

back together to analyse and re-plan.


REAL TIME

MONTHLY

QUARTERLY

ANNUAL

Be ready:

the competition is coming


According to the CMI/ADMA Content

Marketing in Australia 2015 report, 89% of

Australian marketers say they are doing

content marketing.

74% of Australian marketers say they are

creating more content than in the

previous 12 months.

64% say they will increase their total

investment in content marketing over the

next 12 months.

(CONTENT MARKETING INSTITUTE)

Change in Australian content creation (over the last 12 months)

Australian content marketing spending

(over the next 12 months)

32% Significantly more

42% More

18% Same amount

4% Less

2% Unsure

14% Significantly increase

49% Increase

30% Remain the same

1% Decrease

4% Unsure


Only 37% of Australian marketers are

actually operating with a documented

content marketing strategy.

Those 37% are more effective in nearly

every aspect of their content marketing

compared to those that do not have a

documented content strategy.

Producing engaging content is a

challenge for 50% of Australian

marketers.

THE

OPPORTUNITY

Producing engaging content 50%

Lack of budget 48%

Producing content consistently 46%

Measuring content effectiveness 44%

Gaps in knowledge and skills of internal team 37%

Producing a variety of content 37%

Lack of integration across marketing 35%

Lack of buy-in-vision from higher-ups 32%

Finding trained content marketing professionals 31%

Technology-related challenges 26%

If there was

one format to invest in?

36 T H E R O L E O F V I D E O WHY

VIDEO?

Video is now an essential part of the online experience: your audience watches video as part of all their

online activities, including shopping, entertainment, news and making important life decisions.

SOURCES

CISCO VISUAL

WORKING INDEX, 2013

COMSCORE, 2014

YOUTUBE, 2014

BRAINSHARK, 2014

79% of all global

consumer internet

traffic will be video by

2018.

23m of online video

is watched by the

average US consumer

every day.

93% of marketers are

using video for online

marketing, sales or

communication.

1b consumers actively

use YouTube every

month, with

subscribers increasing

by 300%

on last year.

37 T H E R O L E O F V I D E O

MOBILE IS DRIVING

GROWTH

PORTABLE, FAST, EASY VIDEO

People are spending more and more time on smaller-

screen devices and they want content that is quick and

easy to consume.

They are rolling out of bed, they are on the train, they’re

sitting in a slow meeting. They are listening to one thing

and multi-tasking with three or four others. Their attention

span is approaching 0.6 seconds. If you want to hold their

attention you need to make content accessible, quick

and easy to consume on the go, and on their phone. SOURCES

CISCO,

INVODO,

GOOGLE

69% of all mobile

traffic will be

video by 2018.

92% of mobile video

viewers share

videos with

others.

40% of watch time on

YouTube is

through mobiles.

38

Can video convert?

T H E R O L E O F V I D E O

93% increase in click-through rates for emails that include video.

80% increase in conversion for landing pages that include video.

Landing pages with video are 53% more likely to show up on Google's first page.

73% of consumers are more likely to make a purchase after watching videos that explain a

product or service.

..and one thing to do with your

content?

40 PROMOTE YOUR

BRAND STORY

03 RISE OF MOBILE

The mobile format isn’t conducive to ad

placements as they impede the user experience.

Brands are looking for different ways to engage

their audience on this growing platform.

04 RISE OF THE

NEWSFEED Traditional digital ads aren’t compatible with how

people are consuming information and social

content. Brands are migrating to in-feed ads to fit

with the user’s experience.

05 CONSUMER

TRUST

Consumer trust in branded content is on the rise;

75% of consumers trust educational content from

brands.

(SOURCE: Kentico, 2014)

06 OWNED ASSET

DISTRIBUTION

Native advertising forms part of an owned asset

distribution strategy. It helps increase the return on

investment made on content creation.

01 AUDIENCE

REACH

It broadens reach to new audiences outside

your owned channels.

Social platforms such as Facebook are making it

harder for brands to reach their audience

organically.

02 BANNER BLINDNESS

Banner ad click-through rates are in decline as

consumers are getting better at ignoring

traditional online advertising.

41

5 KEY TAKE AWAYS

Tell a great story Be authentic Be CREDIBLE BE AUTHENTIC Be transparent

1 3

2 4 Consider what your audience is

interested in talking about or sharing.

Share your expertise

with your audience – be a trusted

advisor.

There needs to be a logical connection

between the content, the publication and the

brand.

The audience should know who the

content is coming

from.

The right partners

5

Partners must provide access to the right

audience in a relevant, credible and

respected environment.

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838 Collins St, Docklands

Melbourne, VIC 3008

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Singapore 089669

+65 6692 2326

THANK YOU

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