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MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD
Hello & Thank you.
MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD
Connect
.com
ideas*collide
CUSTOM MARKETING SOLUTION STUDIO CONTENT DEVELOPMENT to MARKETING AUTOMATION Est. 2005 Phoenix | PortlanD
Welcome to Phoenix
ideascollide.com/ideas
content marketing is growing up, are you growing up with it?MATTHEW CLYDe, President
Ideas Collide Marketing Communications
SESSION – Content MarketingWhy content marketing is at the
centerExplore how content marketing Is
evolvingInspire & Spark ideas OR NEW
solutions
Customer Journey • RELEVANT• VALUABLE• ANTICIPATED• PERSONALIZED
Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...
Constantly Feed the Content Flight Plan
Expanding Content Marketing Is…
Content Marketing has matured & content itself is the fuel that powers the entire modern marketing engine. Brands MUST NOW put content at the center of the holistic customer experience they provide — every channel, every time, every customer.
Source, Mashable
Content Marketing Is…Challenging
9 out of 10 businesses are doing content marketing in some way, but their success rate is only about 30%, content marketing institute 2015
ShiftingContent Marketing Is…
The focus will be shifting from
simply creating ‘more’ content to serving the ‘right’ content; hyper-relevant content delivered instantly to them wherever they are engaging — social, email, or any channel…– Amanda Todorovich,
content marketing director, Cleveland Clinic
photo sourced from shutter stock
70% of consumers prefer Getting to know a company via articles rather than ads.
photo sourced from shutter stock
Waiting & HUNGRY on their journey
another crummy commercial
74% of online customers frustrated with brands that deliver content that appears to have nothing to do with their interests.
JanraiN, 2015
photo sourced from shutter stock
Time for content marketingto grow up
• MARKETING Automation
• Visual IMPACT• Sensory ENGAGEMENT
• Data DRIVEN• Omni-CHANNEL
How?growing up
Marketingautomation
Content Marketing Planning & Marketing automationUNIFYING BOTH IN A
FRAMEWORK PROCESS
Content Marketing Planning & Marketing automation1.SET OBJECTIVES
2.Define personas
PERSONAS
Content Marketing Planning & Marketing automation3. Document THE
PURCHASE PATH & the customer JOURNEY
Customer Journey intersection points / path to connect and influence • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING
• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile
CONTENT IS KEY DRIVER
Content Marketing Planning & Marketing automation4. Create content
• Map content to the journey• Address persona pain points• Provide value ( don’t just ask or remind: drink
more ovALtine)• Identify / use tools to prep publish & Deliver
4 PHASES OF NURTURE
Phase 1: AwarenessPhase 2: Interest
Phase 3: Consideration
Phase 4: Purchase Intent
Nurture Campaign Overview
Content Marketing Planning & Marketing automation5. SET BENCHMARKS
• Scoring model• Conversion points• Kpi’s
SCORING MODELS A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4
Engagement
Profile Fit
Content Marketing Planning & Marketing automation6. PUBLISH, MEASURE &
OPTIMIZE
CONTENT FRAMEWORK PROCESS
INVENT / INTEGRATE / IMPACT
• Explore and set a TOOL: from SIMPLE to complex enterprise systems
• DEFINE YOUR OBJECTIVE & CUSTOMER JOURNEY
• Develop Personas • HAVE CLEAR Road Map – HOW WILL YOUR CUSTOMER CHOOSE THEIR own adventure
• LAUNCH, MONITOR & OPTIMIZE
Take Note MARKETING Automation
Visual IMPACT
Brands will need to experiment with just about any form of digital
storytelling as the competition for attention time only gets
fiercer. —Ari Kepnes, Content Strategist
Visual IMPACT
Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...
the competition for attention
Visual IMPACTGUIDE
Be bold.BE HUMAN.
We don’t make jeep. You do.
#MyJeepStory
Be passionate.INPSIRE action
Visual Storytelling Rule make me care & then I WILL share
Paul Mitchell | Graphics | Personal Stories & Charity Give Back Messaging
INSPIRE PASSIONMake me CARE & SHARE
Be simple.
SIMPLE IDEAS CAN STILL BE BIG IDEAS.
SIMPLE IDEAS CAN STILL BE BIG IDEAS.
Be agile.Prototype fast
360 prototype – Suns LINEUP
It doesn’t have to be studio produced to get big results• Film studio in hand via
mobile devices• Visually present your
concept, storyboard, bring to life/market
• Constantly FEED YOUR content FLIGHT PLAN
BE ready.
LIVE FROM … MORE IN THE MOMENT CONTENT
• BE BOLD – EMOTION DRIVES ACTION
• BE SIMPLE• BE AGILE • BE READY
Take Note VISUAL IMPACT
SensoryENGAGEMENT
appeals to all the senses – MORE ENGAGEMENT & INTERACTION WITH the brand USING THE SENSES to relate with customers on an emotional level.
Video HAS BEEN THE rage … Now the MOST innovative brands will follow suit with virtual reality, building dedicated destinations for high-touch campaigns.
Sensory Technology –Personal Attention
Consumers will spend only three seconds looking at a smart watch
HOW WILL your brand communicate valuable
information in a "glanceable" time frame?
• 3- 8 second engagement
• Integration of platforms FOR MULTI-TOUCH: Periscope to snap chat
• Virtual reality / 360 Video expansion & growing OPPORTUNITIES
• What can you do to make your content appeal to all the senses?
Take Note
DataDRIVEN
DaTA - Overwhelming- complex - overload
DataIS CONTENT
Treat DataSAME AS YOUR CONTENT MARKETING PLAN
DataSTORYTELLING
DataCONCISEShort attention spanInform PERSONA engagement
Data can be repurposed from many sources 1 Data Point / Multiple Sources of Content
2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series
TELL A STORY WITH YOUR DATANOT NEW approach.JUST MORE PRESSURE TOEXTRACT & DELIVER CLEARMeaningful data
SHIFTING metricsTRADITIONAL NEW / ELEVATED METRICS• Page views
• CLICK THRU
• Email CAPTURE
• Single Attribution
• ENGAGMENT & ATTENTION MINUTES ON CONTENT
• FULL conversion path, SCORING MODELS
• PROFILE CAPTURE, content path SELECTED
• mulTI-point attribution
Simple/USEFUL (BASICS) Google AnalyticsFacebook InsightsHootsuite ProMiniTab 17INDEPTH & ELEVATED DATA INSIGHT TableauSAPORACLE SRMAdobe
DATA WILL SHAPE THE real story TO TELL
Tell you … WHAT THEY WANT TO
TALK ABOUT NOT WHAT YOU WANT TO TALK
ABOUT…
Business intelligence map against business intelligence – developed by Grid
www.g2crowd.com/grid_report
• Invest in the data to extract the story
• DATA Elevates your engagement, response to deliver enhanced content marketing
• TARETING: Right MESSAGE, RIGHT MEDIUM
• BETTER PINPOINTING HYPER LOCALIZE MESSAGE
Take Note
OmniCHANNEL
Customer Journey • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile
ideasabound
Super bowl ADS, SUPER CONTENT
Mini coke – Super bowl CONTENT
Customer Journey • RELEVANT• VALUABLE• ANTICIPAT
ED• PERSONAL
IZED
Customer Journey • MARKETING
AUTOMATION • Visual IMPACT• Sensory ENGAGEMENT• Data DRIVEN• OMNI-CHANNEL
Connect
Thank You
