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Content MarketingACEF – 25 April 2015 – Benedict Hayes: Vice President | Strategy (@benboombastic)
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BASIC FUNDAMENTALSWhy content?
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ACEFCONTENT IS THE CORNERSTONE OF DIGITAL
QUALITY CONTENT
PAID MEDIA
Quality content and accurate context reduces paid
media costs, by increasing relevancy and improving
conversion rates
EARNED MEDIA
Quality content leads to more conversations, sharing
and word of mouth endorsements, critical for
R.O.P.O.
OWNED MEDIA
Quality content allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in
time.
ACEFMINDSET CHANGE
Branding happens not through the interruption of
content but through the consumption of content.
ACEFREVERSE THE PARADIGM
5
ACEF8 STEP GUIDE TO CONTENT SUCCESS
1. Strategy
2. Type
3. Format
4. Platform
5. Metrics
6. Goals
7. Activation
8. Checklist
STRATEGY
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Ask the big question
Why?
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Focus on
Business Objectives
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ACEFBRAINSTORM
BRAINSTORM
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K
Y
C
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Know
Your
Customer
ACEF
ACEF
ACEF
ACEFSTORYBOARDING
Content and Advertising
Surrogates
ACEFBE SMART
ACEFDRIVING THE CONTENT STRATEGY
SUBSTANCE WORKFLOW
GOVERNANCESTRUCTURE
CONTENT
STRATEGYCONTENT PEOPLE
How do we knowthis is the right content?
How will thiscontent appearacross channels?
Do we have theskills, budget, tools,
and time?
Who’s in charge ofongoing content
quality?
THE HOOK
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What will make the content
fly?
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We play on human
emotion!
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FUNNY
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SEXY
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SHOCKING
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MOVING
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UNBELIEVABLE
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CONTROVERSIAL
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COOL
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ILLUMINATING
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RANDOM
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ZEITGEIST
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CUTE
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UPLIFTING
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DISGUSTING
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CONTENT TYPES
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Ultimately why are we creating content?
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to
SELL!
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Awareness
Interest
Desire
Action
THINK!
Start here
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…so get the basics
Right
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ACEFBASICS FIRST: CONTEXTUAL SALES TOOLS
Features Actions Benefits Reviews Ratings
Calculators Comparators Use cases Testimonials Editorial
Guides Visual Aids FAQs AccessoriesAugmented
Reality
Billing Returns Sale processSafety / security
Guarantees
First create all the content you could possible need to assist the sale of your products. No consumer doubt or question should be left
unanswered, and every question answer should be incredibly simple to obtain!
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Then branch
Out
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ACEFWIDER BREADTH
‘How-to’ based
Reviews Question-
basedTimesaving Best practice Compilations Case studies
Stats InterviewsAsk the experts
Resources LinkbaitHivemind-
basedEvent based
Research Trends Quizzes Experiments Productivity Fun Templates
Beginner’s guides
Inspiration Opinion Definitions Glossaries DataProduct-
based
Surveys Analysis Fiction Galleries Mindmaps Frameworks Testimonials
Demos Newsjacking Debates Competitions Checklists Gifs Games
FORMATS
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ACEFFORMAT
Article Slideshow Video Visualisation Image
Press release Webinar Event Game App
Tool eBook Print Social Email
E-learning Chat Widget Infographic Table / Chart
The content format should be determined by the type of content. Use the format type that first best disseminates the content and
secondly comes within the budget constraints
Content Curation
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Distillation looks at all the
noise about a topic and distills it into
the most important and
relevant concept.
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Aggregation is curating the most relevant
content about a topic into one single location
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Elevation is
when a curator drafts a trend or insight from the
daily musings
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Mashups merge different
pieces of content about a topic with a view to creating
a new original point of view of
the same.
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Chronologyconsists of
presenting a timeline of curated
information to show the
evolution of a particular topic.
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PLATFORMWhere do we disseminate the information?
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ACEFCONTENT PLATFORMS
Website BlogOffline Media
Microsite Twitter Facebook
Linkedin Pinterest Instagram YouTube Vimeo Google+
Forums Tumblr Vine Slideshare FlickrScoop
Whoop
Partner Sites
Ad Units Whatsapp Line Mobile Email
The platform will be determined by the content format as well as the end objective
SUCCESS METRICSWhat will we monitor and define as performance?
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ACEFMETRICS
Branding
Page Views
Video Views
Game Played
Unique Visitors
New Visitors
Bounce Rates
Brand Metrics
Time on site
Engagement
Reputation Metrics
PR Metrics
Demographic Metrics
Retention Metrics
Search Metrics
Social Metrics
Shares
Comments
Acquisition
New Leads
Downloads
Cost per lead
Key pages
Sales
Installs
New Members
Cookies collected
ACEFANALYTICS MUST UNDERPIN YOUR EFFORTS
GOALWhat are we doing it for?
ACEF
ACEFTraffic
Leads
Branding
Sales
Rankings
Members
Shares
Engagement GOAL!
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RELEASE MECHANISMSHow do we get the content out there?
ACEF
ACEFCONTENT RELEASE
Search Display Native RTB GSP
Emailers SMS Whatsapp Line PR
SEO Social YouTubeWord of Mouth
facebook Google+ Offline Website Blog
STITCHING IT TOGETHER
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CONTENT AND MEDIA
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iAnalyse Visualisation
SilverPush DBM
plumb5
GA Premium
Mobile SEO AMNET Email Social YouTube GSP
iBid & DS3
Search GDN
BE PREPARED FOR A TECHNOLOGY STACK
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AD UNITTravelling to
London make sure you insure with
<insurance brand>
Process Develop content
Deploy on website
Develop ad units
Promote Content
Cookie user
Retarget User
Sign up and sell
Retarget
AD UNITFind out the top 10 things to do in London
CONTENT:Top 10 things to do in London
Cookie Drop
EXAMPLE PROCESS FLOW (TRAVEL INSURANCE)
ACEFEXAMPLE THEMES
Travel Insurance
• Things to do in London
• UK Visa process
• Top Spanish phrases
• Best restaurants in Singapore
Child Plan
• Best schools in Mumbai
• Top colleges in Mumbai
• Things to do with kids in Mumbai
NOTICE:All are surrogates for the product
ACEFA SINGLE CONTENT EXAMPLE PLAN OVER 6 MONTHS
Integrated Approach Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions
Facebook Rs. 10,000 Rs. 12 833 0.12% 1
Search Rs. 50,000 Rs. 7 7,143 0.13% 9
Native Rs. 10,000 Rs. 5 2,000 0.15% 3
SEO Rs. 0 1,000 0.20% 2
Remarketing Rs. 1,537 Rs. 7 220 4.00% 9
Ad unit Rs. 10,000
Total Rs. 81,537 Rs. 7 11,196 0.21% 24
Normal SEM Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions
“travel insurance” Rs. 81,537 Rs.500 163 4.00% 7
680% increase in brand reach for the same budget
“Top 10 things to do in London”
TRAVEL GURUSearch Case Study
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ICICI LOMBARDMedia Case Study
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7x more visibility
1.5x more volume
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KOOVS.COMIntegrated Case Study
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ACEFKOOVS BRANDING CAMPAIGN
ACEFKOOVS BRANDING CAMPAIGN
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WHILE EVERYONE WAS TALKING
THE OFFERS LANGUAGE!
WE DID SOMETHING
DIFFERENT
KOOVS BRAND SOLUTION
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PRODUCT
INTEGRATION
CONTENT
MARKETING +7 articles around the
V-Day theme to grab the interest of
the Audiences
Smart Brand PlugsLatest Valentine’s
collection
BRANDING
+Subtle branding with logo
presence across microsite
Here is what we did …..
KOOVS BRAND SOLUTION
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This V-Day is all about rebel thinking! No compromises, no cliches, no same ol’mush… We tell users how to ditch the mushy prints and opt for quirk or say no to red and try electric blue! Better yet, we tell ‘em how to negotiate control of the TV remote since World Cup falls on V-Day.
The Valentine Playbook
KOOVS BRAND SOLUTION
ACEFKOOVS BRAND SOLUTION
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Fantastic audience response
KOOVS BRAND SOLUTION
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Fantastic audience response
KOOVS BRAND SOLUTION
DSP BLACKROCKYouTube Case Study
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ACEFDSP BLACKROCK
ACEFDSP BLACKROCK
link here
STANDARD CHARTEREDOffline to Online Content Case Study
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CHECKLISTThings to remember along the way
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Use the Google keyword planner or Facebook insights to understand demand and interest affinity
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Always optimize for SEO
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Be a copy dictator, do not settle for anything other than first class
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...the same goes for formatting
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Optimise the tagline / headline – think newspaper meets search!
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Maintain a tone of voice throughout, a voice you want your brand associated with
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Maintain a brand guidelines a do’s and don’ts
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Make the language accessible to all, plain and grammatically correct
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Deploy and optimize for all devices
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Always check your facts rigorously
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Give credit where credit is due for your sources
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Always include a call to action that you want the consumer to do
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Invite constructive feedback, allow for comments and conversations
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Always make sure your content is easily shareable
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Above all, relevance is key
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Benedict Hayes
Vice President | Strategy
iProspect
@benboombastic
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