Content Marketing vs Advertising Marketing ‘Content is king!’ We have all heard this, but how well has content been managed given the explosion of channels and increased sophistication of consumer engagement with brands? In Australia, we see the US Federal Trade Commission more invested in what marketers are doing and brands that mislead consumers through native advertising may face legal action in 2014. With greater scrutiny by consumers and regulators, is there a ‘sweet spot’ between content and consumer engagement? What is the difference in native and content marketing and what categories and brands are seeing the most impact and success? What trends are taking place that speak to the future of success for push-pull content delivery? In this session, in highlighting specific brands and categories, we will review the best approaches to consumer engagement and the marketing way forward with particular focus on ‘taking the bland out of the brand.’

1. Content Marketing:
The Communications
Way Forward.
It is Simple.

2. Content Marketing:
The Communications
Way Forward.
It is Simple.

3. I’m a great
lover!
Marketing

4. “I’m a great
lover! I’m a
great lover!
I’m a great
lover!”
Advertising …

5. “Trust me, he
is a great
lover!”
Public Relations…

6. “I am going
to tell you a
story…about
why I am a
great lover!”
Content Marketing…

7. Marketing, a long time ago…

8. Story telling, a long time ago…

9. Story telling, now…

10. Content Marketing has become…

11. Cutting through the Clutter…
“ Content marketing is any marketing
that involves the creation and sharing of
media and publishing content in order to
acquire customers.”
It is the art in communicating with
your customers. Its purpose is to attract
and retain customers by
consistently creating and curating
relevant and valuable content.”*
“
*Source: What is Content Marketing?, Content Marketing
Institute”

12. Cutting through the Clutter…
May include:
 news
 videos
 white papers
 infographics
 case studies
 photos
 e-books
 native advertising

13. Pioneer of Content Marketing
John Deere, Farming Never was Cooler:
 The Rolling Stone of magazines for farmers
 First issue printed in 1895
 Circulation grew to reach more than 4-
million consumers at its peak in 1912.
 Today, the magazine reaches about 570,000
consumers in the U.S. and Canada, and
about 2 million globally

14. Content Marketing: Re-Defining Brands
 Red Bull Stratos was a space diving project
involving Felix Baumgartner
 In Oct. 2013, Baumgartner flew
approximately 39 kilometres and parachuted
to earth. He broke the sound barrier,
becoming the first human to do so without
any form of engine.
I know the whole world is watching now.
I wish you could see what I can see.
Sometimes you have to be up really high
to understand how small you are... I'm
coming home now."
“

15. Content Marketing: Re-Defining Brands
 NYSE has launched a standalone site, called
The Big Stage.
 Photo-driven that mimics other high
entertainment, visually rich platforms.
Includes videos, feel-good profiles and Q&As
around NYSE-listed companies and their
executives.
 Material is created by Time Inc Content
Solutions. Staffers work in the division’s so-
called brand newsroom, a team of editors
that was recently formed to provide
dedicated service to individual clients.

16. Native Advertising…

17. Content Marketing is making waves but how about in Australia?

18. Australia and Content Marketing
In early 2013, the Association for Data-
driven Marketing and Advertising (ADMA)
and the US-based Content Marketing
Institute (CMI) conducted a survey of 216
marketers to evaluate the state of
content marketing in Australia.
To validate these findings against in-the-
field experience, the ADMA, in partnership
with content marketing agency Edge,
convened a roundtable of senior B2B and
B2C marketers in March 2013 to discuss the
survey results.
Source: The State of Content Marketing, ADMA, 2013

19. Most Common Challenges
 Delivering to one vision and strategy;
 C-level buy-in and the creation of a
business case for content marketing;
 Structuring and resourcing for success;
 Distribution challenges; and
 Effective measurement.
Source: The State of Content Marketing, ADMA, 2013

20. Top Approaches to CM
 CM is owned by someone at a central
point of responsibility.
 It is developed on a department-by-
department basis, according to business
needs.
 It is developed and executed by the
organisation’s marketing department.
 In Australia, most CMOs say the
business has no single owner for a
content marketing strategy and/or
no strategy.

21. Top Approaches to CM
 97% of Australian B2C marketers tailor their
content in at least one way.
 88% of Australian B2B marketers tailor their
content in at least one way.
 Only 25% of Australian marketers
personalise content to individuals.

22. Authenticity is critical…
Yet, Personalisation is Key in Australia
As an egalitarian society, Australians
expect brands to behave like them.
Key values to consider are (being) down-
to-earth, genuine, honest and real.”
Dominic Walsh, Landor MD
“
Authenticity the key to unlock Australia,”
Campaign Asia
June 2014
Madeleine Ross
“

23. Content Connecting: Behr and Buzzfeed

24. Content Connecting : Behr and Buzzfeed

25. Content and Connecting: Behr and Buzzfeed

26. Content and Connecting: Behr and Buzzfeed

27. Content and Connecting: Behr and Buzzfeed

28. Content Connecting: B2B
 Australian accounting firm MYOB has been
successful in positioning its must read blog
to its core audience – Australian small
businesses
 Called The Pulse, the blog provides “news,
views and ideas” written by both in-house
staff and subject matter experts
 Popular because of diverse topics at the top
of mind for business owners
 Simple, low cost and direct

29. Content Connecting: B2C
 Intrepid Travel, started by two friends
who were inspired to share their low-key
style of eco-friendly adventure
 Focused on “real travel, real traveller
tales” with photos and stories, travel
ideas, tips and advice
 Formed a partnership with The Perennial
Plate, the chef and documentary-
maker duo, Daniel Klein and Mirra
Fine – to produce a series of videos under
the ‘Real Food World Tour’ banner
 Google+ (over 1.1 million), Facebook (175K)
and Twitter (40K) are clear evidence this is a
brand that knows how to build its community
through connection and storytelling

30. DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMIZED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
Messages are developed and tested through a qualitative and quantitative process
to determine most effective messaging.
Message Tested & Optimised
Formulation
 Brainstorming
 Review of existing research
and materials
 Development of first draft
messaging for focus groups
Exploration
 Open feedback from
consumers on whether or
not messages work and
why
 Input used to refine
messages before
quantitative testing
Validation
 Quantitative testing using
Message Master™
 Index scores to gauge
relative performance
 Highlighting to understand
what is driving messages
and how to make them
better
Qualitative Focus Groups
Quantitative Messaging
Internal

31. Build Segment Models to
Recruit Supporters
Deliver Personalised Content
to Retain & Mobilise Support
Data-Driven & Audience-Focused:
Defines Persuadable Audiences
DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMISED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
Data – once considered unstructured noise – now reveals a target’s potential
Demographically
Build Profiles of Supporters,
Persuadables, Detractors
Psycho-
graphically
Emotionally
Behaviourally

32. DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMIZED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
The Content Factory is an organising principle that serves to coordinate and
integrate communications by aggregating content across all channels.
Message Tested & Optimised: Content Factory
Key
Commitment
#3
Key
Commitment
#4Key
Commitment
#1
Key
Commitment
#2
NEW FACES
MULTIMEDIA
CONTENT
RELEVANT
VISUALS
CREATIVE
STORYLINES
NEW
CREATIVE

33. 33
BROADCAST
MEDIA RELATIONS
SOCIAL MEDIA
MEDIA
CORPORATE
SOCIAL
SYNDICATION PARTNER
AGGREGATORS
PUBLISHING
DISTRIBUTED
TEAM
EDITORIAL
CHANNEL METRICS
Reach Preference Action
DIAGNOSTIC METRICS
Menitons
News
Media
Clips
Timeon
Site
Likes
Comments
Sharing
EXECUTIVE SUMMARY
SOV Reputation Favourability
SEARCH
INSIGHTS
CURATED
NEWS
EDITORIAL
(Releases, articles, stories)
VISUAL
(Video, Info-design, animation)
PRINT
(Brochures, Product sheets)
DIGITAL
(APPS, Web)
Content
Factory
MEASUREMENTDISTRIBUTIONDEVELOPMENTIDEATION
SOCIAL
INSIGHTS
GLOBAL EDITORIAL
PLANNING
DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMIZED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
Message Tested & Optimised: Content Factory
3

34. Burson
Market
Intelligence/
Crisis
War Room/
Rapid
Response
Burson
Corporate/
Palisade
Media
Ventures
(PMV)
Executive
Visibility
In-House
Newsroom
Media
Relations
Direct
Impact
Grassroots/
Hyper-Local
Burson
Digital
Digital
Penn,
Schoen
Berland
(PSB))
Polling
Integrated 360°: The Campaign Structure
S T R A T E G Y & M E S S A G E
DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMISED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
Campaign Management
Coordinates across all business functions & drives strategy
3

35. 24/7: Nimble & Aggressive
3
DATA-DRIVEN & AUDIENCE-FOCUSED | MESSAGE TESTED & OPTIMISED | INTEGRATED 360° | 24/7| PERMANENT/SUSTAINABLE
Television, print and digital are all integrated, sharing content and
distribution across multiple platforms, media, & partnerships
Strategic Story
Development
Editorial
Campaign
& Op-Ed
Placement
Media Training
& Tour
Targeting
Audience &
Consumption
24/7
Newsroom
Always
Listening

36. “I am going
to tell you a
story…about
why I am a
great lover!”
Content Marketing…

37. Lesson One: Research Your Target. Define Your Objective
 Do I understand my customers? Clear customer
profiles, Attitudes, habits, media consumption,
competitors/benchmarks?
 What actions do we want people to take?
 Do we have the right message that will resonate
with our targets? Does the message connect to the
brand DNA?
 Is our potential content newsworthy? Does the
content align against best practices, objectives? Is
this novel and innovative? Insightful and perspective?
 Is it interesting? Be real. The best content is
natural but disruptive. It should "surprise and
delight."

38. Is the organisation silo-ed in terms of its
communication disciplines?
Do we have a senior function to integrate
the multiple stakeholders? Do we have
buy-in?
What kinds of content can we share and
do we have the right mix of staff to build
more? Do their skills and experiences lend
themselves to writing about certain areas of
your business over others? How will the new
content primarily be used?
Lesson Two: Integrate Resources. Think Content Factory

39. Lesson Three: Think Long-Term. Be Consistent
Think John Deere. Are we tied to the vision
of the brand/company?
Is the organisation appreciative of a
balance between short and long term
goals? Content marketing is a marathon, not a
sprint.
How do we measure success? The goal is to
change the perception. Measure everything.
Think about “people” not “visitors.” Measuring
by “click” is dead.
Do we have proper measurement against
process of content marketing? Monthly,
yearly and with 2-3 year plan?

40. Cutting through the Clutter…
Source: Algorithms Get a Human Hand in Steering
Web, New York Times, March 10, Steve Lohr
There has been a shift in
our thinking. A part of our
resources are now more
human curated.”
Scott Huffman
an engineering director in charge of
search quality at Google
“

41. You’re never going to
kill story telling,
because it is built into
the human plan.
We come with it.”
Margaret Atwood, Author
It is Simple
“