1 Rebalancing for Content and the New Marketing EquationSept. 20, 2012 #Content MarketingRebecca Lieb @lie...
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-...
#ContentMarketing 3 77% of Internet users do not engage with online advertising. A shift from ―push‖ to ...
#ContentMarketing 4 Shifting from ―Push‖ to ―Pull‖  Company culture  Resources and staffing  ...
5 As consumption habits shift, brands require media ubiquity The average consumer see...
6 5 FACTORS 3 FACTORS 5 FACTORS ...
7 Investment in Earned and Owned increases in 2012 Source: Society of Digital Agencies...
8 A closer look into each media type Source: Society of Digital Agencies (SoDA) via eMark...
Image by wjklos used with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 ...
#ContentMarketing 10 A Need for ―Rebalance‖  Advertising campaigns vs. continual initiatives  New de...
#ContentMarketing 11 Organizations that rebalance now will enhance and improve their marketin...
Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 ...
#ContentMarketing 13 Content marketing is a pull strategy— it’s the marketing of attraction. ...
#ContentMarketing 14 Content Marketing Builds Stronger Brands  Awareness  Trust  Purchase Int...
#ContentMarketing 15 Content Marketing Changes the Game  Earned and owned media  Long-term initiativ...
Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/359382...
#ContentMarketing 17 Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. P...
#ContentMarketing 18 Three Types of Content Marketing 1. Entertains – Old Spice, K-SWISS 2. Informs an...
#ContentMarketing 19 Old Spice Uses Humor to Reach Younger Audiences© 2012 Altimeter Group
#ContentMarketing 20 K-SWISS Attracts Audiences and Sales with Kenny Powers Videos ...
#ContentMarketing 21 Three types of content marketing 1. Entertains – Old Spice, K-SWISS 2. Informs an...
#ContentMarketing 22 AMEX Informs and Educates Customers with OPEN Forum Content© 2012 Altimeter Group
#ContentMarketing 23 Mediative’s White Papers, Webinars, Video and Blog Educate Their Customers© 2012 Altime...
#ContentMarketing 24 Three types of content marketing 1. Entertains – Old Spice, K-SWISS 2. Informs an...
#ContentMarketing 25 GE Transformers iPad App Proves Useful to Its Engineer Community© 2012 Altimeter Group
#ContentMarketing 26 Charmin’s Sit or Squat App Helps People Find Nearby Public Restrooms© 2012 Altimeter Gr...
Building a Foundation for Content Marketing© 2012 Altimeter Group
28 Content Strategy  What message represents, reflects, speaks ...
29 Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration© 2012 Altimeter Group
30 Publication Across Channels  To execute across channels, brand must define: • Governance...
#ContentMarketing 31 Who Directs Content Initiatives?  Content may ―live‖ in marketing, but stories and ...
#ContentMarketing 32 Chief Content Officer Emerges as Leader  Reports to: CEO/COO/CMO (depending on size) ...
#ContentMarketing 33 CCO Job Description, continued  Success criteria: Measured on the improvement ...
#ContentMarketing 34 Content: Other Supporting Roles  Chief Marketing Officer  Content/Editorial Dir...
#ContentMarketing 35 Conduct a Content Audit to Determine Current Assets, SEO Potential Page/S Pag...
#ContentMarketing 36 Generate a Keyword List Free SEO services like Google ...
#ContentMarketing 37 Create an Editorial Calendar The edi...
Content is like leftover turkey.© 2012 Altimeter Group
#ContentMarketing 39 Reuse and Repurpose for Greater Impact ...
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 ...
#ContentMarketing 41 Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
#ContentMarketing 42 Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases ...
#ContentMarketing 43 The CDC Gets Creative to Reach Younger Audience The CDC’s well...
#ContentMarketing 44 Eloqua Expands its Content Marketing with Creation of VP Content Marketing Role ...
#ContentMarketing 45 Nestlé’s Blackshaw Takes Senior Leadership on Inspirational ―Field Trip‖ to Silicon Val...
#ContentMarketing 46 Salesforce Leverages Video to Share Product Demos, Webinars, Events and More ...
#ContentMarketing 47 Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy© 2012 Alt...
#ContentMarketing 48 Blendtec’s ―Will It Blend‖ Videos Boosted Sales 700%© 2012 Altimeter Group
Content Channel Confidence© 2012 Altimeter Group
Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers intention to in...
#ContentMarketing 51 Top-Level Findings  Content initiatives are a significant investment.  Rebalanc...
How Will You Rebalance?© 2012 Altimeter Group
THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog ...
ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industri...
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(POMP Forum 2012) Rebecca Lieb: 5 stopenj vsebinskega marketinga

Published on: Mar 4, 2016
Published in: Business      News & Politics      
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Transcripts - (POMP Forum 2012) Rebecca Lieb: 5 stopenj vsebinskega marketinga

  • 1. 1 Rebalancing for Content and the New Marketing EquationSept. 20, 2012 #Content MarketingRebecca Lieb @lieblinkIndustry Analyst
  • 2. Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise© 2012 Altimeter Group
  • 3. #ContentMarketing 3 77% of Internet users do not engage with online advertising. A shift from ―push‖ to ―pull‖ marketing is imperative to brand survival. Source: Kramer, Staci D. "Pew: Online News Users Don’t Want To Pay—Or Look At Ads" The Economics of Digital Content. Mar. 2010. <http://paidcontent.org/article/419-pew-online-news-users-dont-want-to-pay-or-look-at-ads/>.© 2012 Altimeter Group
  • 4. #ContentMarketing 4 Shifting from ―Push‖ to ―Pull‖  Company culture  Resources and staffing  Budgets  Service provider relationships  Training  Tools vs. strategy  Advertising integration© 2012 Altimeter Group
  • 5. 5 As consumption habits shift, brands require media ubiquity The average consumer sees c. 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day© 2012 Altimeter Group
  • 6. 6 5 FACTORS 3 FACTORS 5 FACTORS 5X3X5=75 awareness consideration intent purchase support loyalty advocacy 75Xfactors 3 5 7=525© 2012 Altimeter Group
  • 7. 7 Investment in Earned and Owned increases in 2012 Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
  • 8. 8 A closer look into each media type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012© 2012 Altimeter Group
  • 9. Image by wjklos used with Attribution as directed by Creative Commons http://www.flickr.com/photos/wjklos/196781213 It’s Time to Rebalance© 2012 Altimeter Group
  • 10. #ContentMarketing 10 A Need for ―Rebalance‖  Advertising campaigns vs. continual initiatives  New demands on marketing departments and the enterprise  Emerging technology allows any brand to function as a media company© 2012 Altimeter Group
  • 11. #ContentMarketing 11 Organizations that rebalance now will enhance and improve their marketing initiatives, spend more effectively, and align to meet changing consumer expectations.© 2012 Altimeter Group
  • 12. Image by icebirdy used with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Rebalance with Content© 2012 Altimeter Group
  • 13. #ContentMarketing 13 Content marketing is a pull strategy— it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.© 2012 Altimeter Group
  • 14. #ContentMarketing 14 Content Marketing Builds Stronger Brands  Awareness  Trust  Purchase Intent  Word-of-mouth  Customer Engagement  Lower Acquisition Costs© 2012 Altimeter Group
  • 15. #ContentMarketing 15 Content Marketing Changes the Game  Earned and owned media  Long-term initiatives vs. short-term campaigns  New skills as publishers, producers and community managers  Evolution from advertisers to storytellers© 2012 Altimeter Group
  • 16. Image by adamcnelson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/adamcnelson/3593821772 Set the Stage with Strategy© 2012 Altimeter Group
  • 17. #ContentMarketing 17 Three Types of Content Marketing 1. Entertains 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • 18. #ContentMarketing 18 Three Types of Content Marketing 1. Entertains – Old Spice, K-SWISS 2. Informs and Educates 3. Provides Utility© 2012 Altimeter Group
  • 19. #ContentMarketing 19 Old Spice Uses Humor to Reach Younger Audiences© 2012 Altimeter Group
  • 20. #ContentMarketing 20 K-SWISS Attracts Audiences and Sales with Kenny Powers Videos K-SWISS’ Kenny Powers videos earned millions of views online, resulted in a 1256% increase in Facebook fans, and contributed to a 250% increase in online sales.© 2012 Altimeter Group
  • 21. #ContentMarketing 21 Three types of content marketing 1. Entertains – Old Spice, K-SWISS 2. Informs and Educates – AMEX, Mediative 3. Provides Utility© 2012 Altimeter Group
  • 22. #ContentMarketing 22 AMEX Informs and Educates Customers with OPEN Forum Content© 2012 Altimeter Group
  • 23. #ContentMarketing 23 Mediative’s White Papers, Webinars, Video and Blog Educate Their Customers© 2012 Altimeter Group
  • 24. #ContentMarketing 24 Three types of content marketing 1. Entertains – Old Spice, K-SWISS 2. Informs and Educates – AMEX, Mediative 3. Provides Utility – GE, Charmin© 2012 Altimeter Group
  • 25. #ContentMarketing 25 GE Transformers iPad App Proves Useful to Its Engineer Community© 2012 Altimeter Group
  • 26. #ContentMarketing 26 Charmin’s Sit or Squat App Helps People Find Nearby Public Restrooms© 2012 Altimeter Group
  • 27. Building a Foundation for Content Marketing© 2012 Altimeter Group
  • 28. 28 Content Strategy  What message represents, reflects, speaks for the brand?  Understand how content strategy varies: • Persona segments, product type, geography, channel, screen, source of information  Spans many stakeholders; internal depts. and external agencies© 2012 Altimeter Group
  • 29. 29 Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration© 2012 Altimeter Group
  • 30. 30 Publication Across Channels  To execute across channels, brand must define: • Governance, engagement plan(s), communication, internal collaboration, series of meetings, designated leader, tools to support  Agency and brands are increasingly adopting collaboration tools spanning multiple teams  Growing ecosystem of tools • CMS, Media Network Mgmt, SMMS, etc.© 2012 Altimeter Group
  • 31. #ContentMarketing 31 Who Directs Content Initiatives?  Content may ―live‖ in marketing, but stories and opportunities flow in from other departments  Cross-departmental support and integration is critical to success  Leader(s) must be empowered and understood by entire company, not just marketing© 2012 Altimeter Group
  • 32. #ContentMarketing 32 Chief Content Officer Emerges as Leader  Reports to: CEO/COO/CMO (depending on size)  Summary: Oversee all marketing content initiatives to drive sales, engagement, retention, leads and positive customer behavior.  Responsibilities: Think like a publisher, leading the development of content initiatives to drive business. Source: Joe Pulizzi, The Content Marketing Institute, http://blog.junta42.com/2011/05/chief-content-officer- job-description-sample-example-tempate/. Used with Permission.© 2012 Altimeter Group
  • 33. #ContentMarketing 33 CCO Job Description, continued  Success criteria: Measured on the improvement of customer nurturing and retention, as well as the increase in new prospects into the enterprise.  Experience: 10-15 years as a respected leader in multichannel content creation.  Skills: A combination marketing/publishing mindset, with the most important aspect being to think ―customer first.‖ Source: Joe Pulizzi, The Content Marketing Institute, http://blog.junta42.com/2011/05/chief-content-officer- job-description-sample-example-tempate/. Used with Permission.© 2012 Altimeter Group
  • 34. #ContentMarketing 34 Content: Other Supporting Roles  Chief Marketing Officer  Content/Editorial Director  Conversation/Community Director  Blogger  Social Media Guru  Copy Editor and Writer  Multimedia producers  Graphic designers  Outside Consultants  PR Professional  EVERYONE (or nearly everyone!)© 2012 Altimeter Group
  • 35. #ContentMarketing 35 Conduct a Content Audit to Determine Current Assets, SEO Potential Page/S Page Type of Source Owner/Ap What’s Support Findable Clean, Keyword/ ub- Name Content of prover/Pu It User/Busi & Used? Professional, Metadata/ Section Content blisher About? ness Analytics Logically SEO Goals? Organized? 1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx 1.2 Widget xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Page 1.3 About xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Acme Corp© 2012 Altimeter Group
  • 36. #ContentMarketing 36 Generate a Keyword List Free SEO services like Google AdWords’ Keyword Tool can aid in generating a robust and comprehensive keyword list.© 2012 Altimeter Group
  • 37. #ContentMarketing 37 Create an Editorial Calendar The editorial calendar should address the questions: how much content, how often, and specifically when it will publish. It includes content requirements, responsibilities and a schedule. Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png© 2012 Altimeter Group
  • 38. Content is like leftover turkey.© 2012 Altimeter Group
  • 39. #ContentMarketing 39 Reuse and Repurpose for Greater Impact Video PowerPoint Speech Deck on Slideshare on YouTube Create a Webinar Transcribe or Speech for Blog Post Training Turn Into a Extract Whitepaper, eBook Charts and or Column Infographics© 2012 Altimeter Group
  • 40. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Achieve Content Maturity© 2012 Altimeter Group
  • 41. #ContentMarketing 41 Altimeter’s Content Marketing Maturity Model© 2012 Altimeter Group
  • 42. #ContentMarketing 42 Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into cash. Rick Short, director of marketing communications, leads the hyper-targeted blogging strategy – one that increased customer contacts by 600% within a single quarter.© 2012 Altimeter Group
  • 43. #ContentMarketing 43 The CDC Gets Creative to Reach Younger Audience The CDC’s well-timed blog post on how to prepare for the Zombie Apocalypse was so popular that it crashed their servers and sent their message about disaster- preparedness viral.© 2012 Altimeter Group
  • 44. #ContentMarketing 44 Eloqua Expands its Content Marketing with Creation of VP Content Marketing Role Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other content— made trackable by requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly attributing $2.5M in revenue to four free guides in 2010. Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.© 2012 Altimeter Group
  • 45. #ContentMarketing 45 Nestlé’s Blackshaw Takes Senior Leadership on Inspirational ―Field Trip‖ to Silicon Valley© 2012 Altimeter Group
  • 46. #ContentMarketing 46 Salesforce Leverages Video to Share Product Demos, Webinars, Events and More Salesforce’s 2,600 YouTube videos receive upward of 11K views per day. The company has valued its product demo views (av. 2 minutes per view) as equal to customers receiving service from 66 hyper- efficient sales representatives.© 2012 Altimeter Group
  • 47. #ContentMarketing 47 Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy© 2012 Altimeter Group
  • 48. #ContentMarketing 48 Blendtec’s ―Will It Blend‖ Videos Boosted Sales 700%© 2012 Altimeter Group
  • 49. Content Channel Confidence© 2012 Altimeter Group
  • 50. Where is Content Confidence Held? Base: 56 marketers; Size of bubbles above reflect marketers intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or have found ineffective?; Source: Altimeter Group© 2012 Altimeter Group
  • 51. #ContentMarketing 51 Top-Level Findings  Content initiatives are a significant investment.  Rebalancing requires departmental integration and cultural shifts.  Content and advertising should be interrelated.  Marketers are distracted by new channels and technologies.  Over the next five years, content marketing will permeate the organization.© 2012 Altimeter Group
  • 52. How Will You Rebalance?© 2012 Altimeter Group
  • 53. THANK YOU Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com/blog Twitter: lieblink Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.© 2012 Altimeter Group
  • 54. ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at www.AltimeterGroup.com or contact info@altimetergroup.com.© 2012 Altimeter Group

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