Content Marketing Explained

PROPRIETARY & CONFIDENTIAL

Content Marketing ExplainedPresented by Rosie Simanhttp://twitter.com/rosiesiman

Senior Strategist, 360ihttp://twitter.com/360i

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WTF is content?Tweets

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ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY.

[THINK BIG. REAL BIG.]

WTF is content?

THE ORGANIZATION, CREATION + DISTRIBUTION OF CONTENT TO BETTER CONNECT WITH

CONSUMERS OR POTENTIAL CONSUMERS.

WTF is content marketing?Tweets

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PROPRIETARY & CONFIDENTIAL5

Why we’re hereCONSUMERS ARE CREATING, CONSUMING &

SURFACING MORE CONTENT

Source: “A Global Update of Social Technographics®”, Forrester Research, Inc., September 28, 2010

Source: “Global Social Media Adoption”, Forrester Research, June 27,

2012


Consumers are more familiar with self-publishing tools


And they’re creating content that often outperforms brands’

Old Spice is a well-loved brand - And with 2.5MM views, it shows!

http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp





But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!

http://www.youtube.com/watch?v=C7hTAp6KrGY





But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views!





Curation is here to stay

http://buzzfeed.com

http://buzzfeed.com

http://buzzfeed.com


But what exactly is it?

image source: Corinne Weisgerber

Curators have become Content Strategists(and vice versa)

http://www.slideshare.net/corinnew




Curation is gaining traction


...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green


...Even outside the marketing world

Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green


Consumers are loving it

So how can brands join in?

Three key pillars1 // CONTENT DEVELOPMENT

2 // SYNDICATION + DISTRIBUTION3 // OPTIMIZATION.


WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK.

STOCK“Stock is the durable stuff. It’s

the content you producethat’s as interesting in two

months (or two years) as it isToday.”

FLOW“Flow is the feed. It’s the

posts and the tweets. It’s thestream of daily and sub-daily

updates that remind peoplethat you exist.”

+

1 // Content Development

(CREATION AND CURATION OF):


1 // Who’s doing it well

Fast Company curated a pop up shop through flash sale site Fab.com



Amex has curated a social media resource hub for a community of small business owners.



RedBull’s Stratos showed they really do give people wings by sending Felix Baumgartner into space.



Oreo’s Daily Twist put a spin of childhood delight onto trending topics of the world.


Micro Base Hero Superhero

1A // Thinking About Stock & Flow

Tweets

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(Typically) Flow (Typically) Stock



Select topics with higher perceived interest had interactive elements



Select topics with higher perceived interest had interactive elements



The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced


2 // Syndication + Distribution

WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.

PAID

OWNEDEARNED


2 // You might want to start with your own digital assets

Source: Nordic Marketinghttp://www.slideshare.net/nordicemarketing/content-seeding

http://www.slideshare.net/nordicemarketing/content-seeding

http://www.slideshare.net/nordicemarketing/content-seeding


2 // Don’t assume you know all your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”

http://www.unrulymedia.com/wall-fame

7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/



http://www.the7thchamber.com/


http://luckyny.com/

http://luckyny.com/


2 // Don’t assume you know all your options

Unruly Media worked with Old Spice on “The Man Your Man Could Smell Like”


7th Chamber & Lucky NY are other NY-based partners

http://www.the7thchamber.com/ // http://luckyny.com/





http://luckyny.com/

http://luckyny.com/


2 // Build in cultural relevance to leverage earned media

Calvin Klein partnered with FashGIF to create GIFs of their new collection


2 // Read up on how to build an integrated strategy

Source: 360i Report Paid and Earned Media: Building an Integrated Strategy

http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/




WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.

3 // Optimization


Consider average engagement on content within a

specific platform. Keep these numbers up to date!

Ask community managers - or use a technology partner -

to flag content that’s over-performing.

3 // Set benchmarks so you know if/when something’s performing

1

2

3 If people love your content, consider using media to

leverage the initial success and get it in front of more

eyeballs


+ LISTEN.+ BUILD A TEAM.+ BE NIMBLE.+ MEASURE & SHOWCASE SUCCESS.

Bringing it to life for your brand


Use social listening to glean insights & understanding

(LIS

TEN

.)

Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t performing as expected?

LEVERAGE

YOUR TEAM

Consider a social listening partnership to better understand your target audience and their interests outside of your communities, including non-direct competitors like media properties.

SOCIAL

LISTENING

Look at what’s working outside of your community. What types of content are getting shared? What topics are people choosing to weigh in on?

GO BEYOND

YOUR OWN

COMMUNITY


Build a team and create a plan

[MA

KE

A P

LAN

.] Explore a content marketing team with representation from community managers, content strategists, copywriters, data visualizers, editors, designers, producers, product evangelists, etc.

PUT TOGETHER

THE ALL-STARS

When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation across channels.

DETERMINE

SCHEDULING

Don’t be afraid to embrace multiple platforms – different platforms are better suited for different kinds of content. Build in paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people.

PUT A PLAN ON

PAPER


Create rules... But don’t be too afraid to break them.

(BE

NIM

BLE

.) Create a simplified approval process for content that needs a quick turnaround.

APPROVAL

PROCESS

Be willing to make exceptions. Discuss with your core team what’s acceptable (and what’s not) before releasing content – but don’t limit yourself too much.

MAKE

EXCEPTIONS

Consider using paid media reactively. If content is starting to take off, media can amplify reach and increase potential engagement.

BUILD A

FEEDBACK LOOP


Leverage successes to build momentum

(SH

OW

CA

SE S

UC

CES

S.)

Determine which metrics you’ll use before the campaign starts. Consider content type, budget associated & results in similar communities.

TRACK KEY

METRICS

Build on smaller successes and course correct if something isn’t as well received as you originally anticipated.

GRADUATE

CONTENT


The 4-BoxCHANGE AGENT

Digital platforms are empowering consumers to create, curate and share more content. As a result,

content is becoming central to howpeople interact online – with each

other and with brands.

MARKETING IMPACTContent is a powerful way to connect

with people in the same ways they are already connecting with each other.

Successful programs will create cultural relevancy + open the door to conversations with their customers.

CHALLENGESContent marketing is an evolving

space that is not so easily defined. It’s not just about creating great content –

it’s about making sure you deliver itin the right environments, to the right

audience, at the right time.

NEXT STEPSDevelop a content strategy that addresses the three key pillars:

content development; architecture and optimization.

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THANK YOU

@rosiesiman @360i

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Documents

Content Marketing Explained