Download content - Technologie pro marketing

CONTENT
MARKETING
strategically applied to
deliver business goals
01
02
03
04
Introduction
The Consumer
Reality
The Marketer
Reality
Tools: Back to
basics
05
06
Appendix
Cases
Appendix
Credentials
01 Introduction
Source: Google Trends - Numbers represent search interest relative to the highest point on the chart
Is Content Marketing Hype?
Does anybody care about
data-driven (& content)
marketing anymore?
Source: Google Trends - Numbers represent search interest relative to the highest point on the chart
Content Marketing Defined
Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a
clearly-defined audience who ultimately reward with
their business and loyalty.
Start to blog?
In 2015/2016?
Too late, right?
One Blog
¼ Copywriter time
Simple & relevant content
Seeding without paid support
3,00 %
revenue share
CONTENT
SOCIAL
DIGITAL
VISIBILITY
The world of branded
content is maturing
PLATEAU OF
PRODUCTIVITY
PEAK OF
INFLATED
EXPECTATIONS
SLOPE OF
ENLIGHTENMENT
TROUGH OF
DISILLUSIONMENT
TECHNOLOGY
TRIGGER
MATURITY
Source: Gartner – Hype Cycle
It’s Growing
74%
of client-side
marketers expect
to increase budget
for Content
Marketing in their
2014 (digital)
marketing budgets
Source: Econsultancy “Marketing Budgets 2014” in association with Responsys February 3rd 2014
Content is a hot currency
MAFRA acquisition by current
Czech Finance Minister Andrej
Babiš in 2013 is estimated to
reach CZK 3,7 billion.
Gaming streaming platform
TWITCH purchased by Amazon
for nearly US$ 1 billion with non
disclosed revenue.
Buzz vs Usage
Apparently there are many buzzwords also
among Czech marketing professionals.
CONTENT MARKETING is still in many cases
just buzzword, but it is on the rise in last 3
years in a row not just in terms of „talk
about“ but also „to be more in use“.
Data-driven marketing via smart tools or
innovative technology seems to be ignored or
very slowly adapted. Few of major trends of
this conference (TECHNOLOGY FOR
MARKETING 2016) are still in the area of
„talk about“:
- BIG DATA (major rise in 2016)
- SOCIAL CRM
- REAL-TIME-BIDDING / PROGRAMMATIC
MEDIA BUYING
- MARKETING AUTOMATION
Source: Idealisti.eu research Trends in Czech Marketing for 2016
Industry + Media + Customer behavior
change in extreme pace
Media consumption is changing rapidly.
Media houses and owners is changing
rapidly (Hi, Andrej!)
Consumers are bombarded by various ads
and content like never before (creating tons
of youtube crap).
Consumers have powers - with new media like never before (haters gonna hate).
Decisions to consider or to buy product of
our competitors is close as a random click
(Alibaba is here).
Pic source: The Marketoonist.com
02
The Consumer Reality
Customers face
explosion of
content
Source: https://zephoria.com/top-15-valuable-facebook-statistics/
300 hours of video
uploaded to YouTube
per minute
Source: http://www.reelseo.com/youtube-300-hours/
4,75 billion
items shared on
Facebook everyday
Source: https://zephoria.com/top-15-valuable-facebook-statistics/
So you are not just
competing for attention
in the ad break any longer…
You are competing with him
…Her
…These
Pew Die Pie:
The YouTube star with the most
subscribers and largest amount
of views.
Founded his fame through
gaming videos filming himself
while playing games.
Stats 01.02.16:
YouTube subscribers: 42.4 million
Views: 11.3 billion
…These too
ViralBrothers
The local YouTube stars with the
leading number of subscribers and
amount of produced videos and views.
Founded their true fame by localizing
sh*t people say.
Stats 01.02.16:
YouTube subscribers: over 2,6 millions
Views: over 475 millions
…AND THEM!
Celebrities aren’t everything.
By far the most activity on
social platforms are just
conversations among friends
Is this…
FOR MY FINITE ATTENTION SPAN
(OF REPORTEDLY LESS THAN 8
SECONDS!)
Attention span statistics
statisticbrain.com
CONTENT IS KING,
DISTRIBUTION IS QUEEN,
AND SHE WEARS THE PANTS
Jonathan Perelman,
Buzzfeed
03 Marketer reality
We all know the famous examples
69.4m views
72.7m views
59.8m views
36.5 views
Roller Babies, Evian
Epic Splits, Volvo
The Force, VW
Felix Baumgartner, Red Bull
(2009)
(2013)
(2011)
(2012)
Viewing distribution of branded YouTube videos
But only very few
videos ever deliver
this kind of scale
Source: Mediacom Germany Research: 1500 branded YouTube videos
Too many KPIs to watch?
Too many numbers with
almost no value…
Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/
Many Challanges
There are too many
challanges
Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/
You are not alone
1. Strategy
2. Production
Only 27% of B2C
and 35% B2B
Marketers have a
documented
content marketing
strategy.
Over 50% of
Only 38% Marketers
Marketers struggle to are effective in using
create consistent and content marketing.
engaging content.
3. Promotion
4. Analytics
Under 23% of
Marketers are able
to track ROI.
Its not about tools,
04 Goals matters!
Understanding the Challenge
Identify the Problem
Define the Objectives
Example questions:
What is the problem to be solved?
What are the challenges in meeting the businesses objectives?
Why don’t consumers connect with the brand, product or service?
How do we create relevance?
Examples objectives:
Build trust and a long-term relationships with the target audience.
We want the target audience to engage with the brand or product.
We want to be known for…
We want to provide useful information and answer our clients needs.
Translate Objectives Into KPIs
Connections
Content
Brand
Business
How many people in our target
audience do we want to reach?
How does the content perform
with our target audience?
How does the content change
the attitude towards the brand?
How does the content help to
achieve business results?
Performance KPI
Performance KPI
Impact KPI
Impact KPI
Potential KPIs
Content
Connections
 Impressions
 Reach group resp. Unique
Users)
 CPM
 Views
 Frequency Clicks to Website
 CTR
 Installations
Inspire
Objective: Positive Awareness
 Cumulative Views
 View Trough Rates
 Video Emotion Score
 Video ShareRank
 Comments Likes/Shares
 Likeability
 Relevance
 Uniqueness
Involve
Objective: Integration
 Fans/Subscribers
 Comments Likes/Shares
 Dwell Time
 UGC/Participants
 Return Rate
 Completion rates
 Level of Involvements
Brand
Inform
Objective: Relevance
 Long Tail View Count
 Search Ranking
 CTRs
 Comments Likes/Shares
 Search ranking
 Credibility
 Persuasion
Business








Branding Impact:
Buzz
Brand image
Brand proposition
Brand Fit
Likeability
Trust
Identification






Leads
Conversions
Downloads
Orders
Customer-Lifetime-Value
MRR
Content Engagement Strategy
TOOLS
TALENT
Content Strategy (based on business goals)
Data/Insights/
Strategy
Content &
Engagement
Paid Distribution
Measurement
Listening
Analyzing
Source Pic: SentiOne dashboard
Pretesting
Source Pic: RealEyes dashboard
Compering
Source Pic: RealEyes dashboard
Ongoing /
Real-Time
Content
Optimization
Source Pic: CommunityPlus – content compare
05 Case Studies
Scene
Unseen
– Japan
Its LIFE
TV Ad!
Trailer
Sam Smith
Live From The Roundhouse
KEY OUTCOMES
Live
stream
From Google Play
Into full ad break
on Channel4
1.3m
102k
views
album sales
more viewers watched
the live stream than
those who tuned in to
watch Chattyman
sold within the weekend.
Making it the fastest
selling debut album
of 2014
#takeITeasy
YouTube case: https://youtu.be/3DxuKAiRufg
Sam Smith
Live From The Roundhouse
KEY OUTCOMES
CZE: Its content THEY produce
VIDEO
SEEDING
CLASSICAL
YOUTUBE AD
INFLUENCERS
RECRUITMENT
IDEA and
PRODUCTION
TRAFFIC and
CONVERSIONS
#bodovačka
KEY OUTCOMES
10 UNIQUE
VIDEOS
We have collaborated
with leading local
YouTubers and created
branded and relevant
videos for our target
audience.
860.000
VIEWS
All the videos generated
over 860.000 views
during the campaign and
gain over 1.4 million in
following month.
630.000 UU SOCIAL REACH
YouTubers became the
main channel within the
social seeding and
advertising (on Facebook
and Instagram)
#bodovačka
KEY OUTCOMES
45.000
VISITS
- 40,00 %
LOWER COSTS
YouTuber’s videos
became the main traffic
source, surpassing
(estimated) KPIs by 200
%.
Overall average cost per
view per video was lower
then with the classical
trueview brand videos.
> 7,00 %
CONVERSION
RATE
We have gained new
registered users and sold
new simcards with very
high conversion rate
06
MediaCom Beyond
Advertising credentials
MediaCom Beyond
Advertising is the
integrated content
division of MediaCom
500+
staff
LATAM
Mexico City
NA
New York
42
markets
4
regional
hubs
EMEA
London
APAC
Singapore
EMEA
LATAM
NA
APAC
Great content deserves a great audience.
We don’t just create content – we know how to put content to work.
MediaCom Beyond Advertising sits at the heart of
CLICKAgency.
TO EDIT
MediaCom – The Content + Connections
MASTER TITLE STYLE
Content only achieves its potential when it is designed, managed and integrated
with every other element of a communications system.
Content
Strategy
Content
Creation
Content
Distribution
____
____
____
Connected
Understanding
Connected
Solution
Connected
Execution
Some of our Content
Marketing clients
We work across local,
international and global brands.
Some are small and some are
big. It is across all categories
and involves all sectors.
Our formula how we generate value for our clients is:
(
Relevant
CONTENT
+
)
Effective
CONNECTIONS
×
Advanced
DATA&TECH
=
Better
ROI
20I20 Connections Planning
1) STRATEGIC PLANNING
How can our planning approach
accommodate strong creative
outputs
2) CONTENT CREATION
A strategic content
framework to help plan
and design the right
content
Inspire
Involve
Inspire is the big-ticket hero
content.
Involve is about then engaging
with the audience.
The experiential stunt, the hit
YouTube video or the ad funded
TV program designed for widescale appeal and awareness
and often, but not always,
designed as part of a campaign
launch.
This is often the smaller scale,
always-on content and could
include
social community management
and competitions. It gives
longevity to
a campaign and is designed to
grow your base of brand
advocates.
Inform
Inform is exactly that: how-to
videos, product demos,
stuff that answers consumer
questions or needs. This is
often the next step in your
comms journey: capture your
audience’s attention with
evergreen and inspirational
content, and then make it
relevant to them with content
that is both informative and
useful
3) CONTENT DISTRIBUTION
Content must be put to work across
Paid, Owned and Earned
Owned Media
SEO & Branded Content
drive earned media and
traffic
Influencers
Reviews
Digital PR
Website
Mobile Site
Blog
Social Media Channels
Gain more exposure to web
properties with paid
promotion
Earned Media
Paid Media
‘Shared’ media – likes, shares etc.
Pay Per Click
Display Ads
Retargeting
Paid Social Media
Programmatic
THANK YOU!
Obsahová divize
MEDIACOM
The Content + Connection Agency
Nádražní 32, Praha 5, 150 00
www.mediacombeyondadvertising.com
www.mediacom.com
@wearemba | @marek_baco
Marek Bačo |
Head of MBA