Driving conversions in content marketing · Driving conversions in content marketing Simon Bradley...

Driving conversions in content

marketing

Simon Bradley

VP Marketing Americas

@bradleysimon40

#smtravel14

Time to move beyond safety video arms

race!

78% of CMOs think

content is the future

of marketing

(Demand Metric)

Only 42% of content

marketers believe

they are effective

with it

(CMI / Marketing Profs)

Most content doesn’t

drive conversion directly.

The trick is to use it as a

catalyst that powers the

rest of the consumer

journey.

Where’s the Strategy?

• 42% of content marketers

have documented content

strategy (CMI)

• But many are limited to

old SEO principles

• Establish a clear role in

the broader path to

conversion / consumer

journey

• Show how content meet

your marketing objectives

and KPIs?

Integration across channels … and devices

• How does our content

relate to everything else

we’re doing?

• Maximum leverage

• Can it be consumed

differently on different

devices?

• Explore every channel –

e.g eCRM, LinkedIn

I wish you were more spontaneous

• Spontaneity can disrupt /

redirect the consumer

journey

• Create a structure that

enables spontaneity

• Establish templates and

techniques

• “Plan” your spontaneity

• Evaluate an opportunity

… then hold you nerve!

“We’re going to really drive loads of buzz

with this!”

• We need to dial up how

we measure content

effectiveness

• Move beyond CPV to ROI

– tracking metrics

attribution, brand tracking

• Common set of metrics

for measuring disparate

content on many

platforms

• Integration into existing

measurement models

Brand

Earned Media Coverage

Impressions & Social Engagement Metrics

$$$

Our approach

PR

Paid

Media

Social/

Digital

CRM

― Empathy with our

customers?

― Does it move the

needle on the brand?

― How does it support our

revenue goals? How

will we measure it?

― Will we be able to sweat

the idea across lots of

channels?

― Is there a strong

narrative that will yield

earned media

coverage?

BBC America Content Partnership

― Jointly established with BBC

America to reach the 678,000

British expats living in the

USA.

― After year 1 66% of users

likely to choose VAA for next

flight.

― Over $1m revenue in year 1

No Ordinary Park Bench

Corporate clients Social audience

Consumer media Creative media

Flying Club Travel Agents