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Disruptive Content Marketing, Disciplined ResultsREMIXED
BRAND INNOVATORS CONTENT MARKETING
#BISummit #BingAds
Geoffrey Colon, Group Product Marketing Manager - @djgeoffe
Microsoft
• The Fragmented Landscape
• Think Less Like a Marketer, More Like a DJ
• The Five Dynamics of Content
• Part I: Disruptive
• Part II: Disciplined
• Part III: Case Study
In an ever fragmenting media world, the question to ask yourself in the
transforming world of media and marketing is:
“How Do I Become Part of a Customer’s Day, Every Day?”
Think and Act less like a marketer, more like a DJ
Why Should Content Marketers Act Like a DJ?
A DJ…
• Understands the Audience
• Entertains the Crowd
• Educates the Crowd
• Programs other people’s music =
CONTENT CURATION
• Remixes other people’s music =
Social by Design CONVERSATION
• Produces original music =
Creates ORIGINAL CONTENT
The Five Dynamics of Content: Understands the Audience
A content marketer, like a DJ, understands the audience in which they are performing. They
understand intimacies via social connection in order to develop content including:
• Short and Long Form
• Thought leadership
• Video
• Customer Connection with Company Employees
• Tone of Voice
• Where that Audience Likes to Congregate Online
A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large
percentage of the reason why they spend time online. Even the most advanced concepts like cloud
computing will go further if that subject is presented:
• Where It Shows and Doesn’t Simply Tell
• In a Dynamic Manner that is Relatable
• Interconnects with Popular Trending Samples and Topics in the Social Web Zeitgeist
• Incites Sharing of the Experience
The Five Dynamics of Content: Entertains the Crowd
The Five Dynamics of Content: Educates the Crowd
A content marketer, like a DJ,
understands the audience is also
seeking education and new
discovery. The most advanced
audiences don’t want to be spoon-
fed what they know, but have
insights they can apply to their life
or business with content that:
• Addresses Issues from Their
Point of View or User
Experience
• Doesn’t Explain Everything All
at Once
• Uses Visuals as Much as Words
• Is Not Overtly Branded! Your
Content Brands You!
The Five Dynamics of Content: Content CurationA content marketer, like a DJ,
understands the audience is
also seeking an overall
experience. Audiences don’t
judge or learn by one tune, but
how hundreds of songs are
mixed and matched together
into a new form of storytelling.
Good content marketers curate
an experience that:
• Includes Content Made By
Others
• Uses Customer-Centric
Language and Behaviors
• Measures the Entire
Performance, Not Simply
One Song from the Set
The Five Dynamics of Content: Social by Design ConversationA content marketer, like a DJ, understands the
audience is seeking reinterpretation based on others
original creations. Audiences may like a song, but
want to hear how the DJ remixes it to create an
entirely new experience. This is done via:
• Remixed Content
• New Forms of Interpretation
• Building Off the Ideas of Others
The Five Dynamics of Content: Original Content
A content marketer, like a DJ, understands the audience is
seeking original content production that helps give voice to
that DJ as a true creator. Audiences want to see a DJ that
doesn’t simply spin other people’s music but can evolve to
produce their own. They really enjoy when that music stands
apart from anyone else’s.
Thus the need for:
• Creativity
• Originality
• Disruption of Normalcy
The Question
What do we mean by disruptive marketing?
• Not necessarily harmful to other businesses
• Disrupting how you internally think and execute marketing for your organization
• Disruptive marketing approaches the problem using a 50/50 approach to
providing a solution
• Right brain equally powerful as the left brain
• Analytics Drives Creative Solutions
• Creative Solutions Drives Metrics
• Metrics Determine Success, Pivots, Perseverance
The Theme:
Test
Q: How do I know if this will work?
A: Run a Test!
Q: How if I fail?
A: You can only learn
Track
Q: How do I do this?
A: Several KPIs will help you. There isn’t one finite measurement
Q: Is it expensive?
A: Most social platforms come with built-in analytics
Measure
Q: What is the most important metric?
A: Right now engagement rate or interaction rate
Q: Why?
A: It’s a barometer if your targeted audience approves of your content
The Objectives:
Brand Awareness
Getting people to know who you are
Getting people to know about your product
Getting people re-acclimated toward your product
Visits to your Owned Channels
All content is tagged with a CTA
Measurement is in site visitations / bounce rate
Long term goal = conversions
Social Discussion Around a Topic
Is your content getting people to talk about a subject?
Is it getting people to share a piece of content you created?
• Activities They Participate in
• Brands They Purchase
• Politics• Psychography• Netnography• Profession• Job Title• Industry• Interests
• Age Range• Geographical
Location• Languages
Spoken• Gender• Education• Salary• Devices They
Use• Entertainment
They Enjoy
What is the Science of Your Customer?
Why do customers prefer some content over others?
Why Do People Like the Color of Artificial Junk Food?
Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it.
This same neuroscience has determined whether a pop song will be a hit.
It also will determine whether your content will resonate
What is the Most Disruptive Content Marketing?
Goes beyond
traditional brand
research that has
historically tracked on
awareness and attitude
and looks at non-
conscious measures
including:
• Emotion
• Passion
• Personal Value
Studying Cognitive Emotional Response from Communications
A 2013 study showed brain patterns that when a brand of
product is revealed prior to sampling, a part of the brain
associated with happiness is triggered if that sampling
experience is positive. The test suggests emotional
connections to brands dominate consumer purchase
decisions.
Even in B2B which often focuses on logic-based value,
the use of emotion, colors, even music can be the
differentiation factor that leads to success.
Search and Social Data
Creative Insights
Trending Topics
Social CRM
• Is the audience engaging
with content?
• What type of content
performs best?
• Are you using different types
of creative for segmented
audiences?
• What are customers saying
about your area of
expertise?
• What do customers say
about your products?
• What is your response time
to customers on social?
• The Science of Your Customer
• APIs
• Measuring Response
• Bing Keyword Research Tool
The 5 Factors of Disciplined Content Marketing
• Twitter / Facebook
• Google / Bing Searches
• Capturing Mobile Search
Mindshare using Search
Engine Marketing Products
(Bing Ads)
• NewsDistribution
Real Time Context Is Important
Timeliness and immediacy play heavily into
content success due to two factors:
• Mobility of messaging (devices)
• Speed of messaging (business success is
made or broken on a combination of
three factors communications, design
and product technology performance.
Note, it’s NOT just the product
technology but how others, especially
peers, talk about the product!)
This is why brands try to newsjack around events. The
issue? Those events are not always emotionally relevant
to the customer because the brand messaging and
customer NEUROSCIENCE do not align!!!!
The KPIs of Content Marketing
Social Media
MetricsWebsite Traffic Brand Awareness Lead Generation Sales ROI
93% 48% 53% 33% 27% 20%
Real time and content marketing use softer KPIs like social media metrics and web traffic to measure
success as compared to sales or Return on Investment (ROI). Although social media metrics are new
and not yet definitely quantifiable as a metric, they are increasingly used in measurement.
Consumer Sentiment
16%
Purchase Intent
14%
Interest
18%
Likelihood to Recommend
18%
Seriously Consider Purchase
18%
Key Area Lifts from Content Marketing
Algorithms Shift
Don’t Build on Rented Land!
Forget “Likes” and
“Followers”
Content Marketing: Best Practices
Facebook and Twitter are closing their APIs more to third parties
Limited data to inform the future
Quantity doesn’t equal quality
Scale makes it hard to identify advocates
Organic reach is limited by social algorithms
Know where your
org has authority
Map out a content
and asset
production plan
Focus your content marketing in these areas
Don’t be afraid to take a stand
Create original content only
Serve to customers at the contextually appropriate time
Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video
Content Marketing: A Case Study - Rethink B2B Marketing
“What Does Your Audience Crave?”
by Michelle Killebrew of IBM
@shellkillebrew
InspirationWhat Did Our Audience Crave?
How Did We Craft
the UX to Delight
the Audience?
Content Marketing: A Case Study
Thought Leadership
Content Tailored to Their Role, Not a Product
Interesting facts they can use right now
Demonstrate leading edge web design and interface
Content that shows, doesn’t tell – video, infographics, webinars
What Content Did
We Create for Our
Audience?
How Did We Track
Measurement?
Relevant, focused content
Sprinkled with evergreen so it remains timeless
Easy to share!
Web analytics Social engagement rate
Website based remarketing (AdWords/Bing Ads)
Connect with Geoffrey:Web: http://geoffrey-colon.squarespace.com/
Twitter: @djgeoffe
LinkedIn: http://linkedin.com/in/geoffreycolon
SlideShare: http://slideshare.net/geoffreycolon
Tumblr: http://futuristlab.tumblr.com
Podcast: Download the Spreaker app – “Disruptive FM”
https://www.spreaker.com/show/disruptive-fm
Book: “Disruptive Marketing, Disciplined Results” on
AMACOM Books to be released January 2016
http://disruptivemarketing.tumblr.com
http://www.amacombooks.org/
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• Sign Up to Use Bing Ads for Your Content
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© 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be
interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.