Testing the new Slideshare Infographic Player with our Infographic about Content Marketing

1. content Publicis
Marketing
By
The big problem
Ad fatigue
+0+066 +0+066
having the opposite effect
Online Advertising is expected to surpass all spending
on print advertising in newspapers and magazines in
2012. As a result, consumers are starting to show signs of
fatigue with the ad overload.
The oversaturation of ads online is having a negative effect on consumers,
who report feeling overwhelmed by an abundance of ads.
71
0+50
they´re just trying too hard
THE VICIous cycle
Marketers trying to compensate for low response
rates drive up the volume of ads served online.
1997
2011
avg. response rate
7%
0.1%
online ad impressions
200 B
500 T
5 trillion
66%
0,1%
1997
2011
Source: http://marketingzeus.com/infograph/the-big-problem-of-ad-fatigue
the smartphone is SACRED
mobile sensitivity
Not only is the saturated world of online advertising leading to fatigue among customers, but the audience is turning to economic and social activism as a means of rebelling
against pushy brands. In a survey, consumers’ responses to excessive online ads included:
Mobile phone
67%
90+605020+ 670 =
+ +
9%
PC
6%
Laptop
MP3
5%
2%
1000= 20% TO BOYCOTT BRAND FOR EXCESSIVE ADS
500= 10% TO COMPLAIN ON SOCIAL MEDIA ABOUT ADS
50= 1% TO USE PRODUCTS MORE OFTEN
tablet
Source: http://marketingzeus.com/infograph/the-big-problem-of-ad-fatigue
Source: http://marketingzeus.com/infograph/the-big-problem-of-ad-fatigue
Social sharing and the impending sharepocalypse
» Try to make a site that is
so fantastic you become an
authority in your niche. «
OF CONSUMERS‘ VIEW OF
A BRAND IS AFFECTED BY
TOO MANY ADS.
not going to take it anymore
By a large margin, consumers feel that ads served on
mobile phones are more invasive.
Consumers indicated on which devices
online ads are most unwanted. Tablets are
still in their market infancy but were noted
as the least annoying device for ads.
66%
OF CONSUMERS THINK
THEY ARE HIT WITH TOO
MANY ADS.
2010
2012
2013
2014
2 billion
matt cuffs, head of google´s web spam team
on whether google gives more weight to brands in rankings
2011
4 billion
8 billion
16 billion
32 billion
This has since become known as mark zuckerberg´s law of social sharing: Y=C*2^X Where x is time, y is what one will be sharing and c is a constant.
Source: http://www.jeffbullas.com/2011/11/28/social-media-marketing-10-inspiring-infographics/
Source: http://blog.summify.com/2011/08/24/social-sharing-infographic/
Tools
business-to-business CREDIBILITY through
content optimization
Vlogs
Blogs
publicisworldwide.posterous.com
20
Podcasts
www.youtube.com/user/PublicisWW
Thoughts
MAY
conversation reader
persona map
content planner
www.publicis.com
Videos
audio
Social media listening
Identifiying the different audiences
Plan for the right content, the right
channel and the right timing
Source: Publicis
White papers
press releases
Company site
www.publicis.de/cpblog
technical docs
Imple
www.publicis.de/news/uebersicht/
www.publicis.com
in the news
www.publicis.com
Support
mentation
Service Portfolio
of the Content Lab
Tracking
Analysis
Pl annin
Consult
tform
Pl a
www.publicis.de/cpblog
industry domains
www.publicis.de/cases/herr-hellmann
gy
egy
S
contentmarketing.publicis.de
success stories
how to…
1
Techn
olo
case studies
Strat
ing
tegy
tra
tutorials
s
g
contentmarketing.publicis.de
Co ntent
Edi
2
to r
ia
l
3
Source: http://www.elliance.com/aha/infographics/b2b-credibility-through-content-optimization.aspx?page=3
Source: Publicis
Content in the funnel
Generate
awareness
Increase consumer
engagement
Place the right content in the right
channel:
• Planning
• Strategy
• Editorial
capture qualified
leads
Content specification. Optimize
the content for each channel:
• Story building
• Story seeding
build consumer
loyality
Enable dialog. Set up suitable feedback
channels:
• Content promotion
• Technology/Platforms
Guarantee sustainable dialog and value
for the user through content:
• Content creation
• Content promotion
• Tracking/Planning
Source: Publicis
a Six step approach in
content marketing usage
content marketing
(By content types)
790= 79% Articles
740= 74% Social Media
650= 65% Blogs
630= 63% enewsletters
580= 58% case studies
560= 56% Speeches and events
520= 52% videos
510= 51% white papers
460= 46% webinars/webcasts
1
2
3
4
5
A visual guide to article optimization
Determine your audience
?
Before you write any article, you need to consider
who it is for, and optimize the choice of language
and terminology for that audience. Don´t try to
write about quantum physics to lawyers.
6
Topic
selection
content
conversion
strategy
editorial
content
planning
create
shareable
content
manage
content
conversation
Content marketing finally has
to lead to an
increase in revenue. Define a top
conversion point
and lead people
to this point
through content.
Create an editorial calendar. Set
up a roadmap,
when and where
content will be
shared. Streamline the calendar
with other activities to increase
impact.
The content needs
to be easy to
share and worth
sharing. People
tend to spread
content that is
relevant, appealing and contains
a benefit. Take
that into account.
People will react
to your content.
Be open to this
engagement from
your audience
and be ready to
give feedback.
Think about the
role of industry
influencers.
When your content strategy is up
and running measure its impact
through relevant
KPIs. Combine
business generation measures
with conversational measures.
!
measure
success
Define what your
area of expertise
is. Find a topic
you are knowledgeable about.
Select your content domains
smartly and be
consistent.
write valuable content
Source: http://farm8.staticflickr.com/7167/6824216121_b80eb941bc_o.jpg
include title in h1 tags
H1 HELLO. /H1
=)
=)
=)
=)
=)
=)
=)
What are the differences between the users?
b
C
D
E
≠
≠
≠
≠
;(
C
D
use of format options
Hello World.
=o
b
E
≠
≠
≠
≠
Use bold, italic and underline when it seems appropriate. This will allow the reader to scan the
article for the important points first and easily
determine if the bulk of the article is worth their
time.
Use Hyperlinks
;(
:–
=o
Does the initial labeling hold? Are there
other groups to consider? Are all equally
important? Descriptions of categories.
A
:)
finding patterns
:–
likes/dislikes – inner needs – values – area
of work – work conditions – information
strategy
:)
verifications
Search engines pick up on keywords. Keywords
are not only helpful for better search engine
rankings, they are also useful to help your readers easily understand what you are talking about,
and in the correct context. Keywords have to
make sense when you use them. Good keyword
saturation is about 1-3%.
=)
building a hypothesis
=)
4
A
Hello World.
Who are the users?
How many are there?
What do they do with system?
=)
2
=)
3
=)
1
finding the users
H1 How to optimize your article /H1
appropiate use of keywords
The creation of personas
310= 31% microsites
310= 31% print magazines
300= 30% traditional media
250= 25% research reports
220= 22% branded content tools
200= 20% print newsletters
160= 16% ebooks
160= 16% podcasts
150= 15% mobile content
140= 14% digital magazines
100= 10% virtual conferences
Whatever your article promises, deliver it with
relevant content. Write something your audience
will find useful and valueable so your readers
will want to share it with others. Try using link
baits.
A
b
D
C
E
+
|
|
+
Hello World.
Link to other websites or your own articles
within your text. That gives additional useful information to the user and supports your article’s
search engine ranking.
Source: http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Content curation
=o
?
Check spelling and grammar
1337
Helllo World.
B=
25
=o
A
D
C
1337
post your article to your own site
Hello World.
B=
25
1337
C
1337
C
1337
=o
Does new information alter the personas?
A
It is time to publish your article. After posting it,
verify the general composition and the final look
and tone.
=o
8
on-going development
D
;)
Organize historical
information by time to
show how understanding has evolved.
;)
Identify a larger trend/
insight from smaller,
regular musings.
B=
25
:)
Juxtapositions: merging existing content to
create new points of
view
:)
More simplistic format
– only the most important/relevant ideas are
shared.
A
=)
Pulling the most relevant information about
a particular topic into
a single location.
In a given situation with a given goal, what
happens when the persona uses technology?
=)
7
creating scenarios
share your article
=)
Hello.
Source: http://laurettaanselmi.files.wordpress.com/2011/10/persona-lene.jpg
Source: http://copyclique.tumblr.com/post/10584020862/content-curation-what-is-it
Story Seeding
A story is not a dead end. It evolves over time. Earned media content extends the initial story
and creates added value and impact.
E
owned
earned
Paid
Top story
E
Earned
Paid
E
E
Search results
Search results
Search results
Source: http://www.huamarketing.com/blog/a-visual-guide-to-article-optimization/
Brands shift to content
american express
Coca cola
Connecting to customers through
content marketing
owned
E
Social Seeding is the process of showcasing quality content throughout a variety of highly visible
platforms, such as social aggregation sites, social
communities, blogs, portals, and even email and
messaging services.
indexed by search enginges
Story building
Every story has its own distribution plan to reach the right target audience, using the
combined power of paid, owned and earned media.
Try to make sure you haven´t included any
mistakes. Use spellcheck, read it out loud, or
ask another to review it. Check and recheck the
spelling and grammar before you submit.
?
?
C
;(
6
Chronology
;(
elevation
D
:)
mashup
What is the need of this persona? What is
the situation?
A
B=
25
=)
Aggregation distillation
defining situations
:)
The act of finding, grouping, organizing or sharing the best and
most relevant content on a specific topic.
Body (name, age, picture) – psyche (extrovert/introvert) – background (occupation)
– emotions and attitude towards technology
– the company (sender) – personal traits
=)
5
constructing personas
!
!
!
Move from creative excellence to content excellence
Red Bull
Source: Publicis
Source: Publicis
Source: Publicis
Content is part of the core mandate
WHY COntent marketing
1
2
3
4
5
6
7
Companies are media
Relevance is king
MEDIA IS DIALOG
Convince instead of persuade
Content creates trust
Publishing becomes
mandatory
The Story must fit
The behaviour of media consumers is
changing. Media that fits within our traditional understanding no longer exists.
Companies have become part of a growing group of publishers that includes
users as well as the traditional media
companies.
In order to convey a relevant message to
their audience, companies have to deliver
the right information via the right channels. Solutions to a problem must reach
the target group where they are looking
for it. Corporate Communication must be
multi-dimensional, as the everyday life of
the audience already is.
Through social media, a new culture of
dialog has arisen – not only between users, but also between companies and
consumers. Communication has become
transparent, opinions are now public
without being filtered, controlled or edited. Companies cannot prevent this, however, they can influence the discussion by
delivering their own content.
People do not want to be persuaded by
messages that are only one-directional;
they want to be convinced by content. To
achieve that, companies must reconsider
their approach – by listening to their audience to find out what their problems are
and how they can help create solutions for
them. If a company acts in this manner,
they can be a true solution provider.
If companies succeed in creating awareness
among their target audience through compelling content, this can become a powerful
marketing weapon. It wins the customer
through added value and strengthens the
brand position. Content marketing comes
alive through relevant content offerings that
are useful and findable. Useful and relevant
content will be shared and the user will act
as a multiplier for the company’s messages.
Consumers not only accept content marketing, they demand it. They want transparent information, customized content
specific to their interests and answers to
their questions – which is a big challenge
for businesses. The customer expects to
be able to search, find and create content.
Whoever fulfills this need will succeed.
In a world of transparent communication, companies need a “corporate story“
to align one or more core messages to the
communication. A company’s reputation
highly depends on whether the factual
basis, the core messages and the company’s communication strategy are coherent.
This is nothing new, but in the times of
the connected customer, any misstep will
be uncovered very quickly.
Source: Publicis
contentlab@publicis.de