This document discusses key findings from Econsultancy's research on content marketing. It finds that:
1) Content marketing is not going away and more brands see it becoming the majority of their media mix.
2) Marketers need to think like CFOs and measure content marketing's impact on metrics like conversion rates and cost reductions.
3) Content should be approached as a program with a mix of routine, special project, and developmental content.
3. 16 July 2014 3Source: Econsultancy, 2014
Consumer
Brands
42%
34%
4%
20%
Global1,000–ConsumerBrands
Little has changed
Under pressure and vulnerable
(Followers)
Adapting to new challenges
(Mainstream)
Changing their sectors
(Leaders)
4. Content really is replacing [some] paid media
16 July 2014 4
78%
74%74%
65%
51% 48%
0%
30%
60%
90%
Senior leadership believe that content-based,
“inbound” marketing will be the majority of
media mix in the near to medium future
Content-based, “inbound” marketing now
represents more than 20% of media mix
investment
P
Leaders Mainstream Followers
Source: Econsultancy, 2014
6. 16 July 2014 6
Only…
30% look at conversion rates
30% at reduced support costs
25% at retention
12% higher order value
7. Making the case…
• Give it six months
• Establish internal benchmarks & draw connections
between easy to get metrics and deeper ones
• Measure anything you want, but report behaviors
• Report short and quarterly
16 July 2014 7
9. The 70: 20: 10 Rule at the BBC
70% of content20% of
content
10% of
content
Routine content management
(no development needed)
major minor
Special projects
Development
10. Our own experience…
Launch/tweet/webinar in 30 days…
16 July 2014 10
Month 1 Month 2 Month 3 Month 4
Survey
launch
Blog post #1:
research aims
Report
launch
Press
outreach
Social
Site page
Blog post #2:
Webinar/Hangout
with Econsultancy
Blog post #3:
Page on site
Links
Blog post on
main findings
11. Our own experience…
Launch/tweet/webinar in 30 days or…
16 July 2014 11
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Survey
launch
Blog post #1:
research aims
Report
launch
Press
outreach
Social
Site page
Blog post #2:
Blog post #4Webinar/Hangout
with Econsultancy
Blog post #3: Event with
Econsultancy
Page on site
Links
Blog post on
main findings
Interviews
w/author
Blog posts on sub-
cuts of data
Infographic on
new slices
Posts on verticals
14. … needs the
ability to select
page templates …
… without having to wait for input from any other Skype team
… flexibly fill these
templates with
components and
sub-components …
… and then fill
those
sub/components
with content
Targets
Success
metrics
Content
distribution
Content review
& optimisation
Content
production
Skype defines what they need in a CMS…
15. Targets
Success
metrics
Content
production
Content
distribution
Content Review & Optimisation
Moving from a page-based
content model to content
objects …
… that can be rendered in
different ways in different
contexts, and on different
pages
… and can have their effectiveness measured and
optimised as a content object rather that a part of several
different pages
Content review
& optimisation
Skype defines what they need in a CMS…
16. Content Distribution
Rules-based, dynamic rendering of content (for
different devices and locations) would make
content distribution much more efficient and
scalable
Targets
Success
metrics
Content
production
Content review
& optimisation
Content
distribution
Skype defines what they need in a CMS…
18. We’re all becoming “Millennials” in our media habits
16 July 2014 18
Consumes bites not meals
Most casual content via mobile device
Media life dominated by images, not words
19. 16 July 2014 19
Short is good (<250 words)
Medium is bad (~250-1,000 words)
Long is good (>1,000 words)
20. Why bother?
(because a commitment to content and digital makes
companies more money than their competitors)
16 July 2014 20
21. Burberry’s 2006 Vision
16 July 2014 21
“ The vision was to be the FIRST company who
is FULLY DIGITAL…to build a SOCIAL
enterprise.
Former Burberry CEO A. Ahrendts
25. 16 July 2014
Thank You!
25
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan
Hinweis der Redaktion
The 70:20:10 model of innovation suggests that 70% of effort goes into ‘business-as-usual’, 20% goes into business extension (testing variations on the business-as-usual model) and 10% goes into business innovation (testing radically different ideas that might grow to become the 70% in a few years time).
Editors select templates and add text, images & video
QA checks on content but not technology
Business rules automatically adjust content for devices and can show different content to different audiences on same page
Content can link to other content or data feeds
The focus is on producing lots of good content and not letting technology get in the way
Need technology and processes that enable and facilitate good content management – not get in the way
Design content management systems to enable re-use and re-deployment of key content assets
You do some of this now but what you do now not scalable or flexible enough to meet a content strategy that has ambition to deliver different content to different users routinely and efficiently
People are precious and machines are better at mundane, routine tasks. Automate processes to increase both effectiveness and efficiency