Content and the Art of Storytelling - Pubcon 2016

#pubcon@SEMSage

CONTENT AND THE ART OF

STORYTELLING

#pubcon@SEMSage

Strategy CreationPromotion

#pubcon@SEMSage

CONTENT STRATEGYNANCY ADZENTOIVICH

#pubcon@SEMSage

LOTS OF CONTENT. GOOD, BAD, UGLY

WE AREN’T THE FIRST MARKETERS TO DO THIS

http://www.theabsolutlabs.com/

#pubcon@SEMSage

WHAT IS CONTENT MARKETING?

#pubcon@SEMSage

WHAT IS CONTENT MARKETING?

1980sHasbro and G.I. Joe

Comic Book TV spots

1732 Benjamin Franklin,

Poor Richard’s Almanac

1800sLifestyle Guides: John Deere, Michelin1900s

Magazines: Ladies Home Journal, Jell-O

Recipe Book 1920s/30sRadio: Sears, Proctor & Gamble1940s/50s

Advertising…1960s/70sCross-channel messaging: Exxon Put a Tiger In Your Tank1990sthe Internet: email, blogs2000s

Channel explosion: Search Engines,

Twitter, Facebook, YouTube, Linkedin,

Instagram

2010sContent overload…..

#pubcon@SEMSage

CONTENT FORMATS TODAY: MOBILE & CONNECTED DEVICES

Web site AppPaid/

Owned/ Earned Social

Video Images Email Streaming

In-Game Voice Search Augmented Reality

Virtual Reality 360

#pubcon@SEMSage

#pubcon@SEMSage

#pubcon@SEMSage

PATH FROM MARKETER TO PERSON IS CLUTTERED – BUT BREAKS DOWN TO PLANNING, CREATION, PROMOTION.

#pubcon@SEMSage

DON’T GET OVERWHELMED!

#pubcon@SEMSage

HOW ARE MARKETERS DOING?

Tracking engagement across channels

Delivering seamless experience across devices

Able to predict high-value customers

Able to recognize high-value customers, but don’t know how to engage them

Deliver same content regardless of the customer

Have difficult identifying high-value vs. low value customers

82%

72%

69%

60%

51%

47%Source: eMarketer

#pubcon@SEMSage








82%

72%

69%

60%

51%

47%Source: eMarketer

#pubcon@SEMSage








82%

72%

69%

60%

51%

47%Opportunity!Source: eMarketer

#pubcon@SEMSage

WE RECOGNIZE OUR CUSTOMERS & CAN TRACK THEM, BUT DON’T KNOW HOW TO CREATE A 1:1 EXPERIENCE FOR THEM

#pubcon@SEMSage

BUILD ON WHAT YOU KNOW

Listen And Learn

Be Meaningful And Relevant

Moments Matter

It’s Not A Journey It’s

An Experience

#pubcon@SEMSage

MOMENTS MATTER

THE EXPERIENCE IS THE JOURNEY

#pubcon@SEMSage

START SIMPLE – DEMOGRAPHICS

#pubcon@SEMSage


#pubcon@SEMSage


#pubcon@SEMSage

USE CUSTOMER INSIGHT TO CREATE PERSONAS AND PROFILES

#pubcon@SEMSage

PERSONAS AND PROFILES• Personas focus on the why of customer

behavior, – qualitative in nature

• Customer profiling uses many different pieces of data. Shows you exactly what customers are doing – quantitative in nature

Source: Digital Balance, Tim Elleston

#pubcon@SEMSage

PERSONAS AND PROFILES

Source: Digital Balance, Tim Elleston

Use Personas to (Qualitative): Use Profiles to (Quantitative):

1. help craft your messaging2. inform team members and

stakeholders of the motivations behind your customers

1. target marketing campaigns to customers

2. find new prospects3. understand the value and behaviors

of each different type of customer

#pubcon@SEMSage

USING AVAILABLE TOOLS AND DATA TO BUILD PERSONAS AND PROFILES

Source Tools

Search Google, Yahoo, Bing, Amazon…

Social Hootsuite, Sysmos, Crimson Hexagon…

DMPs Adobe, Oracle BlueKai, Neustar…

Panels Comscore, Nielsen, Mosaic…

CRM/1st Party Your customer data

Facebook Check out Facebook Blueprint

In-Campaign Your campaign performance data

#pubcon@SEMSage

MarriedSingle

MBA

UrbanRural

$25k+

$225k+

Cooking

Swimmer

Dad Professional

Book v. TabletVegetarian

Existing Customer

High School Dropout

Mid-career

Home Owner

NHL

Android v. IOs

#pubcon@SEMSage

Persona: Eco-Concious, Active, Dad, West Coast, 35-45 yo. HHI $150+, Married, New Customer, MBA, Philanthropy

#pubcon@SEMSage

Life stageBrand

exposure Geography Device Platform Affinity

CONSIDERATIONS IN THE MOMENT

#pubcon@SEMSage

Action Incomplete

Smartphone Tablet Laptop/DesktopVideo Image Text Video Image Text Video Image Text

Long-form

Short-form

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

Eco-Concious, Active, Dad, West Coast, 35-45 yo. HHI $150+, Married, New Customer, MBA, Philanthropy

Story Progression

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

1 non-exposed

2 exposed

3 retarget 3 retarget3 retarget3 retarget 3 retarget 3 retarget3 retarget

#pubcon@SEMSage

CONTENT MANAGEMENT TOOLS – FREE!Concrete5WordPressJoomlaDrupal

SilverStripeCushyCMSFrogCMSMODx

TYPOlightdotCMSExpression EngineRadiant CMS

#pubcon@SEMSage

NATIVE ORGANIC SEARCHSOCIAL VIDEO

INTELLIGENT CONTENT MAKES PRODUCTION & MEDIA DOLLARS MORE EFFICIENT

• 132M+ page views

• 15M video views

• 855K+ Clicks

• Org. Traffic up 29% to optimized pages

• 11% quote start/visit

• $700K annual savings

• 2x Normal Lead Gen

• 13% CTR Increase

• 8% CPC Savings

• 3M views & 25K+ clicks in 5 days w/paid promotion

• 55K rent-to-own views, .43% CTR

Case study

#pubcon@SEMSage

TV ORGANIC SEARCHLOCAL VIDEO

CROSS-PLATFORM STRATEGY DRIVES ECOMMERCE & LOCAL PERFORMANCE

• 10% sales increase*

• Site traffic up 19%

• Reach up 5M/week

• 70M+ earned lifetime views

• Views up 40%

• 75% Growth to Subscribers

• Saved $2M on paid brand terms

• Retained 90% revenue via organic

• 13% traffic increase via Google Maps

• 2x+ revenue from local directories

• 70M+ earned lifetime views

• Views up 40%

• 75% Growth to Subscribers

Case study

#pubcon@SEMSage

https://youtu.be/gLvCL2vH84c






#pubcon@SEMSage

THANK YOU!NANCY ADZENTOIVICH

[email protected]

Marketing

Content and the Art of Storytelling - Pubcon 2016