High Performance Content Marketing
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This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
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High Performance Content Marketing
- 40. THE ROI OF CONTENT MARKETING PAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE @TMPEverett
- 41. About me Working for⌠Selling to⌠â˘INTRODUCTION
- 42. The ROI of content marketing ⢠Why are we doing content marketing? ⢠Examples of ROI measurement ⢠Tactics for improving ROI â˘INTRODUCTION
- 43. A track record of predictions â˘INTRODUCTION
- 44. 1. WHY ARE WE DOING CONTENT MARKETING?
- 45. â˘1.WHY CONTENT? Objectives of content marketing ⢠Typical strategic objectives: - (re)Positioning the business to increase conversion, lifetime value and customer retention - Engaging with buyers who are researching online and pulling them into the sales process (content replacing the sales team) - Impact on other audiences (analysts, press, current/future employees) - Because everyone else is doing it? ⢠But measurement is still mostly at the tactical level⌠- Consumption (views, time on page) - Reach/sharing - 1st step lead generation ⢠âŚnot great indicators of quality
- 46. A longer term investment in growing profit â˘1.WHY CONTENT? ⢠IPA Databank ⢠996 case studies ⢠30 years of the IPA Effectiveness Awards
- 47. A longer term investment in growing profit â˘1.WHY CONTENT? 31% 40% 86% 4% % reporting very large profit growth Very large improvement in neither Very large improvement in both Very large improvement in price only Very large improvement in sales/share only Growing volume is not enough to drive profit
- 48. ⢠This is not a short term thing A longer term investment in growing profit â˘1.WHY CONTENT? %reportingvery largesalesgrowth Volume growth can be immediate Campaign duration 3 months 6 months 1 years 2 years 3 years 23 % 28 % 33 % 34 % 36 % Price effects take time Campaign duration 3 months 6 months 1 years 2 years 3 years 0% 1.7 % 1.8 % 2.9 % 3.1 % %reportingvery largepriceeffects Profit takes time to fully realise Campaign duration 3 months 6 months 1 years 2 years 3 years 4% 8% 9% 14 % 15 % %reportingvery largeprofitgrowth
- 49. 2. MEASUREMENT IN ACTION
- 50. â˘2.ROI EXAMPLES ITSMA survey: 2015 Measuring and Communicating Marketing Impact http://www.itsma.com/research/itsma-online-survey-communicating-marketings-impact-roi-c-suite/
- 51. â˘2.ROI EXAMPLES ITSMA survey: 2015 Measuring and Communicating Marketing Impact Majority of current measurement (quarterly) Best sources of content ROI
- 52. Examples: content through to results ⢠AXA Wealth ⢠Growing business 3x more with companies who engage with content than those who donât. ⢠Capgemini Expert Connect ⢠Sales of EUR6m in 2014, EUR10m expected in 2015. ⢠Microsoft/Nokia ⢠In decision-makers targeted by content campaign: Consideration increased by a third; Purchase Preference more than doubled. Part of a programme increasing business market share from 11% to 18% and now to 26%. â˘2.ROI EXAMPLES
- 53. 3. TIPS FOR INCREASING ROI
- 54. Your prospectâs meeting preparation in 2004 â˘3.INCREASING ROI
- 55. Your prospectâs meeting preparation today â˘3.INCREASING ROI
- 56. Three tips to consider⌠1. Use the sales team as a direct channel to market Marketing ownership for social selling programmes 2. Closer integration of âbrandâ content with demand generation and bid support Target content further into the sales process where influence is easier to track 3. Push for more relevant and targeted advertising solutions to promote content (retargeting, IP-based etc) Donât cut back on promotion budget just because you have made a large investment in content â˘3.INCREASING ROI
- 60. Jamie Labate / @jamielabate / jl@qz.com digital director, EMEA, Quartz Reinventing the wheel
- 61. Why bother? 61
- 62. 1. The inexorable shift to mobile is over. 62
- 63. Daily distribution of time on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meekerâs 2014 Internet Trends 63
- 64. Daily distribution of time on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meekerâs 2014 Internet Trends UK: 63% mobile 64
- 65. 2. Publishers have less control over their site traffic than ever before. 65
- 66. Email newsletters Visiting news sites Social media News apps Print Quartz Global Executives Study, 2015 66 78% 74% 62% 53% 38% Where business executives are getting their news in 2015:
- 67. New York Times Innovation Report, 2014
- 68. Quartzâs traffic from Facebook and LinkedIn: Omniture Faceboo k LinkedIn 68
- 69. 3. The path to monetization is getting murkierâ but the opportunity for those who navigate it successfully is potentially bigger than ever. 69
- 70. 70 In the US, programmatic spending is projected to grow to $20+ billion by 2016. $4.2 $10.1 $14.9 $20.4 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 2013 2014 2015 2016 24% 45% 55% 63% US programmatic spending (billions): % of total digital display spending: eMarketer, October 2014; Magna Global, 2014
- 71. 71 In the US, programmatic spending is projected to grow to $20+ billion by 2016. $4.2 $10.1 $14.9 $20.4 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 2013 2014 2015 2016 24% 45% 55% 63% US programmatic spending (billions): % of total digital display spending: eMarketer, October 2014; Magna Global, 2014 Globally, programmatic is expected to be a $32 billion market by 2017.
- 72. 2014 2015 2016 2017 2018 2019 72 Meanwhile, mobile advertising accelerates its surge past desktop. $19.2 billion $30.5 $42.0 $65.5 US desktop ad market: US mobile ad market: eMarketer,, September 2015. $50.8 $58.0 $30.6 billion $27.5 $24.9 $28.3 $24.7 $26.5
- 73. 73 And users are growing less tolerant of unpleasant ad experiences.
- 74. So what do we do? 74
- 76. 76 When Quartz launched, we were careful not to call it a website. The web was simply its first iteration.
- 78. 78 qz.com Quartz India web email social apps events Quartz Africa Atlas Daily Brief Africa Weekly Brief Facebook Twitter Instagram LinkedIn YouTube Flipboard Google Newsstand Apple News Quartz iOS app Smartnews Pulse The Next Billion Obsession Forums Roundtables Pinterest Pocket Feedly podcast 2016
- 79. âItâs such a privilege, to be inside our readersâ inboxes every morning. Our only objective is to write the best possible news briefing that we can.â 79 Zach Seward, VP of product and executive editor
- 80. 80
- 81. 2. Reinvent the wheel. 81
- 82. âIf the old model is broken, what will work in its place? Nothing will work, but everything might. Now is the time for experiments, lots and lots of experimentsâŚâ 82 Clay Shirky
- 83. 83
- 84. 84
- 85. TRENDING OBSESSIONS Macro themes Micro themes
- 86. likelihoodof successonthe web word count / depth of treatment 86 The Quartz curve
- 87. 87 âHere, look at this thingâŚâ a surprising factoid or statistic a chart that shows a clear trend a photo that you have to look at a long, authoritative feature an exclusive bit of news a very strong argument a good headline a quip
- 88. 88
- 89. 89
- 91. 91
- 95. 95 3. Donât compromise quality.
- 96. 96 $1.5 $2.2 $3.2 $4.3 $5.7 $7.1 $8.8 2012 2013 2014 2015 2016 2017 2018 Native is already growing significantly⌠US native ad spending (billions): Socintel360 via eMarketer (September 2014); IAB UK
- 97. 97 âŚand its market potential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands.
- 98. 98 âŚand its market potential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands. 55% 32% 27% 18% 18% Lack of familiarity Budget concerns Transparency concerns Lack of creative⌠Limited reach Top barriers to adoption among brands and agencies:
- 99. 99 Executivesâ interaction with mobile ads is limited, but promising. 15% interact with mobile ads Top reasons for interaction: ⢠58% clicked through to a site. ⢠33% read a piece of sponsored content. ⢠30% watched a video. ⢠24% admired the imagery it used.
- 100. 100 Quality content is: Frictionless Visual Optimized for phones Tailored to the platform User-first in every dimension
- 101. Quartz design principle: Make small decisions with data, and big decisions with your gut. 101
- 103. A FILL-THE- SCREEN CANVAS ENGAGE + Sparks engagement + Promotes interaction + Builds awareness
- 104. YOUR BYLINE BULLETIN + Builds awareness + Sparks conversation
- 105. 105 âI love the way you handle ads so much that I disabled adblocker for qz.com.â James Thigpen Engineering executive Twitter
- 106. 106 Charts 60 % Visual features draw business executives into content. Quartz 2015 Global Executives Study
- 107. 107 Charts 60 % Photography 47 % Quartz 2015 Global Executives Study Visual features draw business executives into content.
- 108. 108 Charts 60 % Photography Interviews Interactive features Maps Video Audio 47 % 39 % 35 % 31 % 26 % 9% Quartz 2015 Global Executives Study Visual features draw business executives into content.
- 109. 109 âHate to say this, but this advertorial on Quartz is better than a lot of stories on some tech sites.â Ben Rooney Former tech editor, Wall Street Journal Europe Twitter
- 110. 110 0 20 40 60 80 100 120 140 160 $0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0 $16.0 $18.0 $20.0 2012 2013 2014 2015 Quartz revenue and advertiser growth, 2012-now: 87% advertiser renewal rate Advertisers Revenue Internal numbers
- 111. Thank you! Jamie Labate / @jamielabate / jl@qz.com digital director, EMEA, Quartz