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Content+ Strategy
Andrew HanellySVP Strategy
McMURRY/TMG
22
33
Highlights/ The attention economy
/ Noise filters
/ Content saturation
/ A playbook
/ Hypothetical exercise
44
THE ATTENTION ECONOMY.
55
“The basic economic problem is increased
competition for attention.”
Hal Varian | Chief Economist | Google
66
77
More data cross the internet every second
than were stored in the entire internet just 20
years ago.- Harvard Business Review, October 2012
88
99
NOISE FILTERS.
10
11
“Stop interrupting what people are interested in and become
what people are interested in.”
-Craig Davis | Chief Creative Office | JWT
12
Technological Noise Filters
13
Mental Noise Filters
74% of people prefer to learn about brands via articles instead of ads
14
Push marketing:IntrusiveInundatesMe, me, me!NoiseServes brand
Don’t Be a Bully
15
Pull marketing: Consumer controls Provides value You, you, you! Signal Serves brand and consumer
Be a Good Samaritan
1616
CONTENT SATURATION.
1717
“content marketing”
Interest is Growing
1818
And Brands are Buying In
of brands will be sharing content via social media
by 2014
93%
1919
$118.4 billion will be spent on content marketing, video marketing, and social media in 2013.
eMarketer, 2013
2020
It’s Not Just the Usual Suspects
2121
“The result of all the sharing and re-sharing is content marketing saturation.”
The Economist Group, 2013
2222
Is content the new clutter?
2323
Content as clutter:Thinly veiled marketing
Doesn’t add value or context
Painful UX
CMO Council 2013
When Content is Clutter
24
“Brands face a choice: be real or be rejected.”
-2013 Trustr Study, Millward Brown
2525
People Can Tell the Difference
26
It’s Not All About You
27
Become a Trust Agent
Source: Forrester, 2013
28
of people say quality content increases their trust in brands
The Feel-Good Effect
56%
Source: eMarketer, 2012
2929
Win their hearts and minds and their wallets will come.
3030
A PLAYBOOK.
3131
RELEVANCE IS THE RESIDUE OF CAREFUL PLANNING
3232
Photobucket.com
Steps to strategy1.Hypothesize success2.Embody your audience3.Create a there, there4.Get the right people5.Infinitely optimize
Good Strategy is Good Planning
3333
HYPOTHESIZE SUCCESS.
34
35
A cross-platform content strategy will provide the following business benefit:Increase brand awarenessBuild contact databaseImprove customer intimacyGenerate sales leadsDrive purchasesProvide sellable ad inventory
Create a Hypothesis
3636
EMBODYYOUR AUDIENCE.
37
Nobody wakes up in the morning thinking about your brand.
38
They Think About Their NeedsThey Think About What Kept Them Up Last Night
3939
Put yourself in their shoes:What are their FAQs?What are their pain points?What are their secret dreams?
Audiences as Humans
4040
What do they:
Have in common?
Read and watch?
Spend their time and money on?
Humans as Creatures of Habit
41
Gather audience insight and data that can guide
decision-making.41
Plug in to Audience Data
42
Consider All Angles
4343
CREATE A THERE, THERE.
44
This is the only lunch they’ll have today.
44
Start with a Rallying Cry
4545
Vogue
4646
Biztech
4747
Health Hub
48
Emphatically answer:What do you do?How do you do it?Who do you do it for?What value do you bring?
Rallying Cry Guide
49
If you could take on the characteristics of any media brands, who would they be?
49
The Brand Blend Question
5050
5151
5252
5353
54
The Brand Content Spectrum
54
Establish Tone and Voice
55
You can be anything. You can’t be everything.
55
Create Content Pillars
5656
Define Program Elements
5757
Create Editorial Calendar
Real-time: Contextual news, curated social, of-the-moment content.
Timely: Topical analysis, synced with “seasonality” based on target audience.
All-time: Research, resources, guides, histories, arts and sciences.
58
NOWMilestone content
Special features
Weekly email
Daily posts
Always-On Engagement
59
Things to consider:What is your rallying cry?What is your media mix?What topics do you stand for?How will you distribute content?
Creating a There, There
6060
BUILD A TEAM THAT GETS IT.
61
Anatomy of successful digital thinking
61
Embrace a Content Mentality
6262
Get the Right Team
ProductionSocial
Journalism Quality
Graphics Analytics
6363
INFINITELY OPTIMIZE.
64
Don’t just push the same rock harder.
64
Focus on Infinite Optimization
65
Call in to mind your goalsBenchmark KPIs upfrontTrack monthly and real-time trendsMake analytics everyone’s business
Benchmark and Improve
6666
Focus on Infinite Optimization
6767
HYPOTHETICAL CHALLENGE!
6868
THANK YOU!
69
You’ve mastered the theory, now put it into practice
Use the Show Guide to match this session’s categories with the
providers in the Hall who can help execute!
See Page 18 for details