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Testing the new Slideshare Infographic Player with our Infographic about Content Marketing
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+0+0+0+0+0+0+6666% +0+0+0+0+0+0+6666%0+507+11997 2011
Source: http://marketingzeuS.com/infograph/the-big-problem-of-ad-fatigue
Source: http://marketingzeuS.com/infograph/the-big-problem-of-ad-fatigue
The big problem
Ad fATigue
Source: http://www.contentmarketinginStitute.com/2011/12/2012-b2b-content-marketing-reSearch/
Content in the funnel
Source: PubliciS
Place the right content in the right channel:• Planning• Strategy• Editorial
Generate awareness
Increase consumer enGaGement
capture qualIfIed leads
buIld consumer loyalIty
Content specification. Optimize the content for each channel:• Story building• Story seeding
Enable dialog. Set up suitable feedback channels:• Content promotion• Technology/Platforms
Guarantee sustainable dialog and value for the user through content:• Content creation• Content promotion• Tracking/Planning
Online Advertising is expected to surpass all spending on print advertising in newspapers and magazines in 2012. As a result, consumers are starting to show signs of fatigue with the ad overload.
tHe VIcIous cycle
0,1%
aVG. response rate
onlIne ad ImpressIons
1997 2011Marketers trying to compensate for low response rates drive up the volume of ads served online.
7%
200 b
5 trillion
they re just trying too hard
Source: http://marketingzeuS.com/infograph/the-big-problem-of-ad-fatigue
The oversaturation of ads online is having a negative effect on consumers, who report feeling overwhelmed by an abundance of ads.
HaVInG tHe opposIte effect
1000= 20% TO BOYCOTT BRAND FOR EXCESSIVE ADS500= 10% TO COMPLAIN ON SOCIAL MEDIA ABOUT ADS50= 1% TO USE PRODUCTS MORE OFTEN
Not only is the saturated world of online advertising leading to fatigue among custom-ers, but the audience is turning to economic and social activism as a means of rebelling against pushy brands. In a survey, consumers’ responses to excessive online ads included:
not going to take it anymore
of consumers tHInK tHey are HIt wItH too many ads.
of consumers‘ VIew of a brand Is affected by too many ads.
mobIle sensItIVIty By a large margin, consumers feel that ads served on mobile phones are more invasive.
the smartphone is saCreD
90+60+50+20+670=
Consumers indicated on which devices online ads are most unwanted. Tablets are still in their market infancy but were noted as the least annoying device for ads.
9% PC 6% Laptop 5% MP3 2% tablet
67% Mobile phone
» Try To make a siTe ThaT is so fanTasTic you become an auThoriTy in your niche. «
maTT cuffs, head of google s web spam Team on wheTher google gives more weighT To brands in rankings
Source: http://www.jeffbullaS.com/2011/11/28/Social-media-marketing-10-inSpiring-infographicS/
Social Sharing and the impending SharepocalypSe2010
2 billion
2011
4 billion
2012
8 billion
2013
16 billion
2014
32 billionThis has since become known as mark zuckerberg s law of social sharing: Y=c*2^X where X is Time, Y is whaT one will be sharing and c is a consTanT.
a Six Step approach in
content marketing1 2 3 4 5 6
TopicselecTion
content conversion
strategy
editorial content
planning
create shareable
content
manage content
conversation
measure success
Define what your area of expertise is. Find a topic you are knowl-edgeable about. Select your con-tent domains smartly and be consistent.
Content market-ing finally has to lead to an increase in rev-enue. Define a top conversion point and lead people to this point through content.
Create an edito-rial calendar. Set up a roadmap, when and where content will be shared. Stream-line the calendar with other activi-ties to increase impact.
The content needs to be easy to share and worth sharing. People tend to spread content that is relevant, appeal-ing and contains a benefit. Take that into account.
People will react to your content. Be open to this engagement from your audience and be ready to give feedback. Think about the role of industry influencers.
When your con-tent strategy is up and running mea-sure its impact through relevant KPIs. Combine business gen-eration measures with conversa-tional measures.
Source: http://blog.Summify.com/2011/08/24/Social-Sharing-infographic/
business-to-business CReDibiLitY thRough
Content optimization
Source: http://www.elliance.com/aha/infographicS/b2b-credibility-through-content-optimization.aSpx?page=3
Blogspublicisworldwide.posterous.com
ThoughTs
Source: PubliciS
content marKetInGby publIcIs
0.1%
500 t
Source: http://www.huamarketing.com/blog/a-viSual-guide-to-article-optimization/
Tools
content plannerPlan for the right content, the right channel and the right timing
20may
conversation readerSocial media listening
persona mapIdentifiying the different audiences
Vlogswww.youtube.com/user/Publicisww
Videos
Podcastswww.publicis.com
audio
White paperswww.publicis.de/cpblog
technical docs
press releaseswww.publicis.de/news/uebersicht/
in the news
industry domainscontentmarketing.publicis.de
contentmarketing.publicis.de
case studieswww.publicis.de/cases/herr-hellmann
success stories
tutorialswww.publicis.de/cpblog
how to…1
2
3
Company sitewww.publicis.com
www.publicis.com
Source: http://farm8.Staticflickr.com/7167/6824216121_b80eb941bc_o.jpg
Source: http://laurettaanSelmi.fileS.wordpreSS.com/2011/10/perSona-lene.jpg
creating scenariosIn a given situation with a given goal, what happens when the persona uses technology?7
defining situationsWhat is the need of this persona? What is the situation?6
on-going developmentDoes new information alter the personas?8
constructing personasBody (name, age, picture) – psyche (extro-vert/introvert) – background (occupation) – emotions and attitude towards technology – the company (sender) – personal traits
5
finding the usersWho are the users?How many are there?What do they do with system?
1
verificationslikes/dislikes – inner needs – values – area of work – work conditions – information strategy
2
finding patternsDoes the initial labeling hold? Are there other groups to consider? Are all equally important? Descriptions of categories.
4
building a hypothesisWhat are the differences between the users?3
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tHe creatIon of personas
content marKetInG usaGe(By content types)
brands sHIft to content
Content Curation
Source: http://copyclique.tumblr.com/poSt/10584020862/content-curation-what-iS-it
Story building
Source: PubliciS
earnedPaid
owned
Top sTory
Story Seeding
Source: PubliciS
The act of finding, grouping, organizing or sharing the best and most relevant content on a specific topic.
appropIate use of Keywords
use of format optIons
cHecK spellInG and Grammar
post your artIcle to your own sIte
sHare your artIcle
Indexed by searcH enGInGes
Before you write any article, you need to consider who it is for, and optimize the choice of language and terminology for that audience. Don´t try to write about quantum physics to lawyers.
Search engines pick up on keywords. Keywords are not only helpful for better search engine rankings, they are also useful to help your read-ers easily understand what you are talking about, and in the correct context. Keywords have to make sense when you use them. Good keyword saturation is about 1-3%.
Use bold, italic and underline when it seems ap-propriate. This will allow the reader to scan the article for the important points first and easily determine if the bulk of the article is worth their time.
Link to other websites or your own articles within your text. That gives additional useful in-formation to the user and supports your article’s search engine ranking.
Try to make sure you haven´t included any mistakes. Use spellcheck, read it out loud, or ask another to review it. Check and recheck the spelling and grammar before you submit.
Social Seeding is the process of showcasing qual-ity content throughout a variety of highly visible platforms, such as social aggregation sites, social communities, blogs, portals, and even email and messaging services.
It is time to publish your article. After posting it, verify the general composition and the final look and tone.
determIne your audIence
wrIte Valuable contentWhatever your article promises, deliver it with relevant content. Write something your audience will find useful and valueable so your readers will want to share it with others. Try using link baits.
Include tItle In H1 taGs
use HyperlInKs
<H1> How to optimize your article </H1><H1> Hello. </H1>
Hello world.
Hello world.
Helllo world.
Hello World.
Hello.
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Search reSultS Search reSultSSearch reSultS
earnedowned Paid
e
e
ee
eCoCa ColaMove from creative excellence to content excellence
american expressConnecting to customers through content marketing
Red BullContent is part of the core mandate
AggregAtion distillation elevationmashup Chronology
Pulling the most rele-vant information about a particular topic into a single location.
More simplistic format – only the most impor-tant/relevant ideas are shared.
Identify a larger trend/insight from smaller, regular musings.
Juxtapositions: merg-ing existing content to create new points of view
Organize historical information by time to show how understand-ing has evolved.
StRAtEgY
serVIce portfolIo of tHe content lab
PLAtFoRMS
CoNSULtINg
PLANNINg
ANALYSIS
EDItoRIAL
tRACkINgIMPLEMENtAtIoN
SUPPoRt
CoNtENt
StRAtEgY
tECh
NoLogY
Every story has its own distribution plan to reach the right target audience, using the combined power of paid, owned and earned media.
A story is not a dead end. It evolves over time. Earned media content extends the initial story and creates added value and impact.
WHY COntent marketingCompanies are media
The behaviour of media consumers is changing. Media that fits within our tra-ditional understanding no longer exists. Companies have become part of a grow-
ing group of publishers that includes users as well as the traditional media
companies.
1The STory muST fiT
In a world of transparent communica-tion, companies need a “corporate story“ to align one or more core messages to the communication. A company’s reputation highly depends on whether the factual
basis, the core messages and the compa-ny’s communication strategy are coherent.
This is nothing new, but in the times of the connected customer, any misstep will
be uncovered very quickly.
7Publishing becomes
mandatory
Consumers not only accept content mar-keting, they demand it. They want trans-parent information, customized content specific to their interests and answers to their questions – which is a big challenge for businesses. The customer expects to
be able to search, find and create content. Whoever fulfills this need will succeed.
6Content Creates trust
If companies succeed in creating awareness among their target audience through com-
pelling content, this can become a powerful marketing weapon. It wins the customer through added value and strengthens the brand position. Content marketing comes
alive through relevant content offerings that are useful and findable. Useful and relevant content will be shared and the user will act as a multiplier for the company’s messages.
5ConvinCe instead of persuade
People do not want to be persuaded by messages that are only one-directional;
they want to be convinced by content. To achieve that, companies must reconsider their approach – by listening to their au-
dience to find out what their problems are and how they can help create solutions for
them. If a company acts in this manner, they can be a true solution provider.
4MEDIA IS DIALOG
Through social media, a new culture of dialog has arisen – not only between us-
ers, but also between companies and consumers. Communication has become
transparent, opinions are now public without being filtered, controlled or edit-ed. Companies cannot prevent this, how-ever, they can influence the discussion by
delivering their own content.
3Relevance is king
In order to convey a relevant message to their audience, companies have to deliver the right information via the right chan-nels. Solutions to a problem must reach the target group where they are looking
for it. Corporate Communication must be multi-dimensional, as the everyday life of
the audience already is.
2
Source: PubliciS
Source: PubliciS
Source: PubliciS
a VIsual GuIde to artIcle optImIzatIon
790= 79% ARTICLES740= 74% SOCIAL MEDIA650= 65% BLOgS630= 63% ENEwSLETTERS580= 58% CASE STUDIES560= 56% SPEEChES AND EVENTS520= 52% VIDEOS510= 51% whITE PAPERS460= 46% wEBINARS/wEBCASTS
310= 31% MICROSITES310= 31% PRINT MAgAzINES300= 30% TRADITIONAL MEDIA250= 25% RESEARCh REPORTS220= 22% BRANDED CONTENT TOOLS200= 20% PRINT NEwSLETTERS160= 16% EBOOkS160= 16% PODCASTS150= 15% MOBILE CONTENT140= 14% DIgITAL MAgAzINES100= 10% VIRTUAL CONFERENCES
