Content Marketing The Big Shift - 2015 update

CONTENT MARKETINGTHE BIG SHIFT

CONTENT MARKETING1

CONTENT MARKETING IS THE CREATION, DISTRIBUTION AND SHARING OF ENGAGING CONTENT TO BUILD YOUR BRAND.FULLER

CONTENT MARKETING2

STOP INTERRUPTING PEOPLE FROM WHAT THEY ARE INTERESTED IN, BECOME WHAT THEY ARE INTERESTED IN.....ELIZABETH DYSMID

CONTENT MARKETING3

86% OF B2C MARKETERS USE CONTENT MARKETING AND 91% B2B MARKETERS USE CONTENT MARKETINGeMARKETER, 2013

CONTENT MARKETING4

70% OF CONSUMERS PREFER TO LEARN ABOUT A BRAND THROUGH ARTICLES THAN IN AN AD.OMNITEL, 2011

CONTENT MARKETING5

% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013

TIME SPENT AD SPEND

PRINT

5%

19%

12%10%

38%

45% 25%

22%

20%

50%

40%

30%

20%

10%

% O

F T

OT

AL

ME

DIA

CO

NS

UM

PT

ION

T

IME

OR

AD

VE

RT

ISIN

G S

PE

ND

ING

0%RADIO TV INTERNET

MOBILE

@KPCBSOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+ OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND). ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.

4%

CONTENT MARKETING6

HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)

EXCLUSIVE!!!

CONTENT MARKETING7

PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENTAND 30% OF ONLINE TIME WHERE CONTENT IS SHARED

SOURCE: NIELSEN NETVIEW, DECEMBER 2010

53% 7%

23%

CONTENT MARKETING8

MAIN SOURCE OF NEWS BY COUNTRY

44% ONLINE

SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015

But the picture is not the same in all countries. TV viewing in Germany has hardly been affected; indeed it remains strong even with the young – 58% of under-35s still watch a scheduled programme or bulletin – while social media growth is less pronounced (see chart above). In Denmark we don’t see online’s strength significantly affecting TV; though print is down, online is up, and social media have become a major part of the equation.

Weekly access is only one part of the picture. We also track the value of different news sources and again we see that TV news comes out even more strongly as the most important source

of news in the majority of countries – with the exception of the US and Finland where online is ahead. Social media are now considered more important than print in the US, Ireland, Brazil, Italy, France, Spain, and Australia.

France, Germany, and Japan have the strongest allegiance to traditional media and they have been slower to adopt new digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print.

VALUE OF DIFFERENT NEWS SOURCES We have also broken down – for the first time this year– the concept of value into a number of dimensions, including speed, serendipity, and accuracy. Once again TV comes out strongest for accuracy, even if you take into account the fact that it is the most widely used news medium in most countries (see chart overleaf).

Even social media users value TV most for accuracy and reliability – and by some margin. Only 12% of these say social media is best for accuracy, compared with 37% for TV.

Social media are not seen as a destination for accurate and reliable journalism but more as a way of getting access to it.

See section 2.1 Sources of News, p. 52.

slide 12


Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last week in each country.

0%

10%

20%

30%

40%

50%

60%

70%

5 53

10 106

911 12

5

12

53 7

14

8 4 108

5 69

7

14

29

23

33 34

44

38 38

4341 42

4446

58

5349 49

4341 41 40

37 3735

30

FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance

Social

Printed newspapers

Online (incl. social media)

TV

0%

10%

20%

30%

40%

50%

60%

70%

5 53

10 1012

69

11

5

12

53 7

14

8 46

108

59

7

14

29

23

33 34

4441

38 38

43 4244

46

58

5349 49

43

3741 41 40

3735

30

Social

Printed newspapers


TV

FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance

slide 13

MAIN SOURCE OF NEWS BY AGE

0%

20%

40%

60%

80%

100%

22

3 10 12

54

33

58 8

4944

8 9 8

37

54

137

6

31

60

21

5 6

27

TVPrintRadio Social MediaOnline

55+

45-54

35-44

25-34

18-24

YOUNGER / OLDER

Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who have used a source of news in the last week All = 23155.

0%

20%

40%

60%

80%

100%

22

3 10 12

54

33

58 8

4944

8 9 8

37

54

137

6

31

60

21

5 6

27


55+

45-54

35-44

25-34

18-24

DIGITAL NEWS REPORT 2015 10 11/

But the picture is not the same in all countries. TV viewing in Germany has hardly been affected; indeed it remains strong even with the young – 58% of under-35s still watch a scheduled programme or bulletin – while social media growth is less pronounced (see chart above). In Denmark we don’t see online’s strength significantly affecting TV; though print is down, online is up, and social media have become a major part of the equation.

Weekly access is only one part of the picture. We also track the value of different news sources and again we see that TV news comes out even more strongly as the most important source

of news in the majority of countries – with the exception of the US and Finland where online is ahead. Social media are now considered more important than print in the US, Ireland, Brazil, Italy, France, Spain, and Australia.

France, Germany, and Japan have the strongest allegiance to traditional media and they have been slower to adopt new digital trends such as smartphones and social media. But these averages hide even more stark splits between generations. Young Germans or Japanese are likely to have more in common with young Americans or Finns in preferring online news and social media to TV news, radio, or print.

VALUE OF DIFFERENT NEWS SOURCES We have also broken down – for the first time this year– the concept of value into a number of dimensions, including speed, serendipity, and accuracy. Once again TV comes out strongest for accuracy, even if you take into account the fact that it is the most widely used news medium in most countries (see chart overleaf).

Even social media users value TV most for accuracy and reliability – and by some margin. Only 12% of these say social media is best for accuracy, compared with 37% for TV.

Social media are not seen as a destination for accurate and reliable journalism but more as a way of getting access to it.

See section 2.1 Sources of News, p. 52.

slide 12


Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last week in each country.

0%

10%

20%

30%

40%

50%

60%

70%

5 53

10 106

911 12

5

12

53 7

14

8 4 108

5 69

7

14

29

23

33 34

44

38 38

4341 42

4446

58

5349 49

4341 41 40

37 3735

30

FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance

Social

Printed newspapers


TV

0%

10%

20%

30%

40%

50%

60%

70%

5 53

10 1012

69

11

5

12

53 7

14

8 46

108

59

7

14

29

23

33 34

4441

38 38

43 4244

46

58

5349 49

43

3741 41 40

3735

30

Social

Printed newspapers


TV

FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance

slide 13

MAIN SOURCE OF NEWS BY AGE

0%

20%

40%

60%

80%

100%

22

3 10 12

54

33

58 8

4944

8 9 8

37

54

137

6

31

60

21

5 6

27


55+

45-54

35-44

25-34

18-24

YOUNGER / OLDER

Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who have used a source of news in the last week All = 23155.

0%

20%

40%

60%

80%

100%

22

3 10 12

54

33

58 8

4944

8 9 8

37

54

137

6

31

60

21

5 6

27


55+

45-54

35-44

25-34

18-24

DIGITAL NEWS REPORT 2015 10 11/

CONTENT MARKETING9

SMARTPHONE NEWS USE % OF POPULATION

SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015

0% 10% 20% 30% 40% 50% 60%

JAPAN

GERMANY

FRANCE

UK

USA

ITALY

SPAIN

FINLAND

IRELAND

DENMARK

AUSTRALIA

SMARTPHONE NEWS USE% OF POPULATION

Which, if any, of the following devices have you used to access news in the last week?

Reuters Institute Digital News Report 2015

CONTENT MARKETING10

AUSTRALIAN SOCIAL MEDIA USERS TOTAL AND % OF POPULATION

SOURCE: SOCIALMEDIANEWS.COM.AU/SOCIAL-MEDIA-STATISTICS-AUSTRALIA-MAY-2015/

0% 10% 20% 30% 40% 50% 60% 70%

14m

13.8m

5m

3.6m

2.8m

60k

AUSTRALIAN SOCIAL MEDIA USERS TOTAL AND % OF POPULATION

socialmedianews.com.au/social-media-statistics-australia-may-2015/

CONTENT MARKETING11

THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.GARY VAYNERCHUCK

CONTENT MARKETING12


16% OF US ONLINE POPULATION BLOCKED ADS PAGEFAIR AD BLOCKING REPORT, Q2 2015

CONTENT MARKETING13


CONTENT MARKETING14

GIVE. GIVE. GIVE. ASK.GARY VAYNERCHUCK

CONTENT MARKETING15

CONNECTING WITH CONSUMERS

BRAND INTERESTS

SWEET SPOT

CONSUMER INTERESTS

CONTENT MARKETING16

46% OF AUSTRALIAN MARKETERS HAVE AN ‘UNWRITTEN’ CONTENT MARKETING STRATEGY.ONLY 37% HAVE IT DOCUMENTED.

SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.

CONTENT MARKETING17

STRATEGIC FRAMEWORKFOR CONTENT MARKETING

STRATEGY

CREATE NEW OWNED CHANNELS

CONTENT CREATION

CONTENT DISTRIBUTION

MEASUREMENT/ ANALYSIS

EDITORIAL PLANNING

CONTENT MARKETING18

STRATEGY: WHAT’S YOUR GOAL?

AWARENESSREPUTATION

REPOSITIONINGLEADSSALES

RETENTION

CONTENT MARKETING19

STRATEGY: AUDIENCE, MESSAGES & CHANNELS

BIG IDEATHEMES

FEELCHANNELSKEYWORDS

WHO? INSIGHTS?

NEEDS?INTERESTS?

WHERE?DISCOVERY?

SEARCH?

BRAND... TRUTHS?BELIEFS?

POSITIONING?VALUES?

PERSONALITY?INTERESTS?

CONTENT MARKETING20

CONTENT CREATION: RESEARCH, CREATE, BRANDIFY, EDIT.

7 Tips To Comparing The Best Watch Brands

Top 11 Most Interesting Online Shoe Shops

CONTENT MARKETING21

CONTENT DISTRIBUTIONPOST, SEND, SHARE, NURTURE, REPURPOSE, PITCH, BOOST.

PAID

Facebook Buzz Feed

Storify Huff. Post Outbrain

OWNED

EDM

BLOG

YOUR SITE

SEO

EARNED

Social sharing Blogger outreach

PR

CONTENT MARKETING22

MEASUREMENT: ANALYSIS AND REPORTING

CONTENT MARKETING23

XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)INSIGHTS FOR C-LEVEL LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE

CONTENT MARKETING24

COMMONWEALTH BANK: WOMEN IN FOCUSINSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN

CONTENT MARKETING25

COMMONWEALTH BANK: BLOG‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR

CONTENT MARKETING26

HAHN SUPERDRYPASSIONATE, INSPIRATIONAL AND ASPIRATIONAL.

CONTENT MARKETING27

CARNEGIE MELLONRELEVANT. RELEVANT. RELEVANT. CLICKABLE AND SHAREWORTHY.

CONTENT MARKETING28

IN SUMMARY:WHY CONTENT MARKETING?

MOBILEAUTHENTIC

REACHFREQUENTADAPTABLE

VALUE

CONTENT MARKETING29

IN SUMMARY:CONNECTING WITH CONSUMERS

BRAND INTERESTS

SWEET SPOT

CONSUMER INTERESTS

CONTENT MARKETING30

AUSTRALIAN MARKETERS ALLOCATE 27% OF THEIR TOTAL MARKETING BUDGET TO CONTENT MARKETINGSOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.

THANK YOUWILL FULLER & GAVIN KLOSE

FULLER.COM.AU@FULLERCOM