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Content Marketing How to create a successful strategy that will drive awareness and engage your audience?
About News Canada ¡ 30+ years in the media industry
¡ Over 5,000 media contacts
¡ Over 40,000 pieces of content picked up annually
¡ In-house branded content production, distribution and analysis capabilities
¡ Chosen by the Canadian Public Relations Society (CPRS) to manage Media Relations Rating Points (MRP), the industry standard in earned media measurement
About the speakers
¡ Shelley Middlebrook, EVP, Business Development
¡ Stephen Stanley, Creative Director
¡ Victoria Procunier, Senior Account Executive, National Capital Region
Table of contents
¡ An overview of the changing media landscape
¡ The power of video communications
¡ Case studies
Sources: BBM, comScore, Google, Mobilens, Media Technology Monitor 2011 & 2012 The State of Canadian Connectedness: Internet Usage, Mobile, Search and Social Media, 2012 Fleishman-Hillard 2012 Digital In!uence Index, and NadBank
Consumers spend up to 80% of their disposable income
within 20km of their homes
59% admit to using other
digital devices while watching
TV
On average, adults spend 29.5 hours per week
watching TV
How to reach today’s customers? Traditional media
On average, adults spend over 18 hours
per week listening to radio
80% of adults read a daily and 74% a community newspaper
weekly
The average Canadian
commute time is 65 minutes
Sources: BBM, comScore, Google, Mobilens, Media Technology Monitor 2011 & 2012 The State of Canadian Connectedness: Internet Usage, Mobile, Search and Social Media, 2012 Fleishman-Hillard 2012 Digital In!uence Index, and NadBank
Canadians make 5 billion
online searches each month
25 million people in
Canada watch online videos every month
89% of consumers
research online before buying.
24 million Canadians visit a social media
site every month
There are 22 million mobile subscribers in Canada, with 69% on smart
phones
How to reach today’s customers? Online & social media
Industry trends ¡ Demand for quality, relevant content
¡ Convergence of paid, earned and owned media
¡ Necessity to engage customers to attract and retain them
¡ Social sharing of branded content as an indicator of endorsement
¡ Storytelling
¡ Video communications
¡ Pressure to demonstrate ROI
“ The PR industry is constantly evolving and blurring the lines
between communication disciplines to create more immersive
brand experiences. We are seeing a more inclusive strategic
approach across earned, owned, and paid media. On the
production side, the ability to efficiently produce video content
will be key to engaging audiences. "
Mia Pearson
Co-Founder, North Strategic
Industry trends
Content Marketing Definition
“ Content marketing is a marketing technique of
creating and distributing relevant and valuable
content to attract, acquire, and engage your target
audience – with the objective of driving profitable
customer action. ”
The Content Marketing Institute
¡ Content Marketing Institute – 2013 Benchmarks – North America % of B2C respondents using content marketing
¡ Worldwide spending on content marketing, video marketing and social media will increase by 15.1% in 2013 to a total of $118.4 billion (eMarketer)
Use content marketing
Do not use content marketing
86%
14%
Content Marketing Opportunity
Content marketing Key challenges ¡ Producing enough content
¡ Producing quality content
¡ Producing engaging content
¡ Producing a variety of content
¡ Measuring content effectiveness
Content marketing Best practices ¡ Develop a content strategy
¡ Find an internal and/or external content creation resource
¡ Always put yourself in the perspective of the audience
¡ Ensure your content is not over branded - 1 or 2 brand mentions maximum
¡ Tell a story or connect to a story your audience is interested in
¡ Use visuals – photos, infographics, video
¡ Repurpose content across paid, earned and owned channels
News Canada Mission ¡ To ensure our clients’ success in branded content marketing by:
¡ Developing custom and innovative branded content strategies
¡ Producing creative and engaging branded content
¡ Amplifying messages by leveraging paid, earned and owned media
¡ Providing appropriate measurement and reporting
Mass media reach & multiple touch points
• Media coverage, social sharing, word of mouth, etc. Earned
• Advertising (e.g. TV, radio, print, digital, social) Paid
• Corporate communications tools (e.g. brochure, website, Facebook) Owned
How earned, paid, and owned media can work together for greater results?
Content you can repurpose
¡ Repurpose your earned and paid content on your owned media
¡ Share your videos and media pick-ups on:
¡ your corporate website
¡ your corporate Facebook page
¡ your corporate Twitter account
¡ any other social channels you have…
The power of video communications
The power of video communications ¡ 38% increase in online video ad spending
between 2012 and 2013
25 million people in
Canada watch online videos every month
The power of video communications
News Canada In-house video production capabilities
¡ Creativity – key messages highlighted in a compelling, storytelling manner
¡ Quality – HD videos produced by a talented and experienced roster of directors, producers, DOPs, editors, etc.
¡ Custom – internal and/or external, English and/or French
¡ Turn-key – from concept to delivery
News Canada Examples of videos
¡ Canada Protection Plan (CPP)
¡ 60-second direct-response TV spot
à Go to the next slide to watch the video.
News Canada Examples of videos
¡ Jackman
¡ 360-degree case study of their recent Hertz reinvention
à Go to the next slide to watch the video.
News Canada Examples of videos
¡ Piller’s Fine Food
¡ 4-minute video segment as part of For Your Life TV
à Go to the next slide to watch the video.
Case studies
Case Study – Health Canada Objectives & Targets ¡ Objectives ¡ Increase awareness of the health risks associated
with unsafe food handling practices
¡ Influence attitudes to increase the use of safe food handling practices
¡ Targets ¡ Parents and caregiver of children ages 5 and under
¡ Pregnant women
¡ Adults 60+
¡ People with a weakened immune system
Case Study – Health Canada News Canada’s solution
¡ National and bilingual campaign
¡ Audience reach guarantee: 8.7 million impressions
Radio Broadcast
Articles
Online
Videos Online
Beginning of article
End of article
Case Study – Health Canada Results to date ¡ Radio spots
¡ 155 on-airs on stations such as:
¡ Audience reach: over 5 million impressions
¡ Articles ¡ 177 article clips in outlets such as:
¡ Audience reach: about 12.5 million impressions
Case Study – Health Canada Results to date ¡ Online videos
¡ Appeared on 49 websites such as:
¡ Audience reach: over 26 million impressions
à Overall, audience reach guarantee exceeded by 400%
Case Study – Piller’s Objectives & Targets ¡ Market need
¡ Food allergies and gluten sensitivities on the rise, especially among children. Need to provide children with food that tastes great and is safe for everyone.
¡ Objectives
¡ Generate awareness of the benefits of the Piller’s Simply Free line, and promote product trial and repeat purchase
¡ Targets
¡ Women age 25-54, with children
Case Study – Piller’s News Canada’s solution
¡ National and bilingual campaign
¡ Audience reach guarantee: 12.7 million impressions
Radio Broadcast Earned
Articles
Print Earned
Online Earned
Videos
TV Broadcast Paid For Your
Life
Online
Earned
Paid Social advertising
Case Study – Piller’s Results to date ¡ Radio spot ¡ Picked up by stations such as:
¡ Audience reach: about 2.5 million impressions
¡ Articles ¡ Picked up by outlets such as:
¡ Audience reach: over 16.3 million impressions
Case Study – Piller’s Results to date ¡ Segment as part of For Your Life TV show + direct-response TV spots
¡ Airing on the following stations:
¡ Online videos
¡ Picked up by websites such as:
¡ Audience reach: about 16 million impressions
¡ Over 8,000 views on Youtube through a keyword and display campaign
Branded content production and distribution – TV, radio, print, digital, mobile and social
Canada’s standard for the measurement, evaluation and reporting of your editorial media coverage
Professional and compelling custom videos production for your internal and external communications strategy
A hosted, lifestyle TV and digital program – paid extension of your earned video strategy
A distribution network in Canada’s medical offices – paid extension of your earned video strategy
Exciting opportunities to partner with us
For more information on News Canada’s content marketing solutions, please contact:
Victoria Procunier, Senior Account Executive, National Capital Region
Tel: 613-241-9900
Email: [email protected]
Thank you!
