Content Marketing - a digital framework
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Content Marketing Here is my presentation from the ACEF Asian Customer Engagement Awards (25-April-2015). This covers the basics of planning and executing content marketing campaigns online. It gives a working content marketing framework and content strategy, as well as used cases from ICICI Lombard, Koovs.com, Standard Chartered Bank.
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Content Marketing - a digital framework
- 1. Content Marketing ACEF – 25 April 2015 – Benedict Hayes: Vice President | Strategy (@benboombastic) ACEF
- 3. ACEFCONTENT IS THE CORNERSTONE OF DIGITAL QUALITY CONTENT PAID MEDIA Quality content and accurate context reduces paid media costs, by increasing relevancy and improving conversion rates EARNED MEDIA Quality content leads to more conversations, sharing and word of mouth endorsements, critical for R.O.P.O. OWNED MEDIA Quality content allows you to rank on platforms and generate natural interactions, it will pay for itself 10 fold in time.
- 4. ACEFMINDSET CHANGE Branding happens not through the interruption of content but through the consumption of content.
- 6. ACEF8 STEP GUIDE TO CONTENT SUCCESS 1. Strategy 2. Type 3. Format 4. Platform 5. Metrics 6. Goals 7. Activation 8. Checklist
- 7. STRATEGY
- 8. ACEF Ask the big question Why? ACEF
- 11. K Y C ACEF
- 13. ACEF
- 14. ACEF
- 16. ACEFBE SMART
- 17. ACEFDRIVING THE CONTENT STRATEGY SUBSTANCE WORKFLOW GOVERNANCESTRUCTURE CONTENT STRATEGYCONTENT PEOPLE How do we know this is the right content? How will this content appear across channels? Do we have the skills, budget, tools, and time? Who’s in charge of ongoing content quality?
- 18. THE HOOK ACEF
- 19. ACEF What will make the content fly? ACEF
- 20. ACEF We play on human emotion! ACEF
- 21. FUNNY ACEF
- 22. SEXY ACEF
- 23. SHOCKING ACEF
- 24. MOVING ACEF
- 27. COOL ACEF
- 29. RANDOM ACEF
- 30. ZEITGEIST ACEF
- 31. CUTE ACEF
- 32. UPLIFTING ACEF
- 33. DISGUSTING ACEF
- 35. ACEF Ultimately why are we creating content? ACEF
- 38. ACEF …so get the basics Right ACEF
- 39. ACEFBASICS FIRST: CONTEXTUAL SALES TOOLS Features Actions Benefits Reviews Ratings Calculators Comparators Use cases Testimonials Editorial Guides Visual Aids FAQs Accessories Augmented Reality Billing Returns Sale process Safety / security Guarantees First create all the content you could possible need to assist the sale of your products. No consumer doubt or question should be left unanswered, and every question answer should be incredibly simple to obtain!
- 41. ACEFWIDER BREADTH ‘How-to’ based Reviews Question- based Timesaving Best practice Compilations Case studies Stats Interviews Ask the experts Resources Linkbait Hivemind- based Event based Research Trends Quizzes Experiments Productivity Fun Templates Beginner’s guides Inspiration Opinion Definitions Glossaries Data Product- based Surveys Analysis Fiction Galleries Mindmaps Frameworks Testimonials Demos Newsjacking Debates Competitions Checklists Gifs Games
- 42. FORMATS ACEF
- 43. ACEFFORMAT Article Slideshow Video Visualisation Image Press release Webinar Event Game App Tool eBook Print Social Email E-learning Chat Widget Infographic Table / Chart The content format should be determined by the type of content. Use the format type that first best disseminates the content and secondly comes within the budget constraints
- 45. Distillation looks at all the noise about a topic and distills it into the most important and relevant concept. ACEF
- 46. Aggregation is curating the most relevant content about a topic into one single location ACEF
- 47. Elevation is when a curator drafts a trend or insight from the daily musings ACEF
- 48. Mashups merge different pieces of content about a topic with a view to creating a new original point of view of the same. ACEF
- 49. Chronology consists of presenting a timeline of curated information to show the evolution of a particular topic. ACEF
- 50. PLATFORM Where do we disseminate the information? ACEF
- 51. ACEFCONTENT PLATFORMS Website Blog Offline Media Microsite Twitter Facebook Linkedin Pinterest Instagram YouTube Vimeo Google+ Forums Tumblr Vine Slideshare Flickr Scoop Whoop Partner Sites Ad Units Whatsapp Line Mobile Email The platform will be determined by the content format as well as the end objective
- 52. SUCCESS METRICS What will we monitor and define as performance? ACEF
- 53. ACEFMETRICS Branding Page Views Video Views Game Played Unique Visitors New Visitors Bounce Rates Brand Metrics Time on site Engagement Reputation Metrics PR Metrics Demographic Metrics Retention Metrics Search Metrics Social Metrics Shares Comments Acquisition New Leads Downloads Cost per lead Key pages Sales Installs New Members Cookies collected
- 54. ACEFANALYTICS MUST UNDERPIN YOUR EFFORTS
- 55. GOAL What are we doing it for? ACEF
- 57. RELEASE MECHANISMS How do we get the content out there? ACEF
- 58. ACEFCONTENT RELEASE Search Display Native RTB GSP Emailers SMS Whatsapp Line PR SEO Social YouTube Word of Mouth twitter facebook Google+ Offline Website Blog
- 61. ACEF iAnalyse Visualisation SilverPush DBM plumb5 GA Premium Mobile SEO AMNET Email Social YouTube GSP iBid & DS3 Search GDN BE PREPARED FOR A TECHNOLOGY STACK
- 62. ACEF AD UNIT Travelling to London make sure you insure with <insurance brand> Process Develop content Deploy on website Develop ad units Promote Content Cookie user Retarget User Sign up and sell Retarget AD UNIT Find out the top 10 things to do in London CONTENT: Top 10 things to do in London Cookie Drop EXAMPLE PROCESS FLOW (TRAVEL INSURANCE)
- 63. ACEFEXAMPLE THEMES Travel Insurance • Things to do in London • UK Visa process • Top Spanish phrases • Best restaurants in Singapore Child Plan • Best schools in Mumbai • Top colleges in Mumbai • Things to do with kids in Mumbai NOTICE: All are surrogates for the product
- 64. ACEFA SINGLE CONTENT EXAMPLE PLAN OVER 6 MONTHS Integrated Approach Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions Facebook Rs. 10,000 Rs. 12 833 0.12% 1 Search Rs. 50,000 Rs. 7 7,143 0.13% 9 Native Rs. 10,000 Rs. 5 2,000 0.15% 3 SEO Rs. 0 1,000 0.20% 2 Remarketing Rs. 1,537 Rs. 7 220 4.00% 9 Ad unit Rs. 10,000 Total Rs. 81,537 Rs. 7 11,196 0.21% 24 Normal SEM Cost (Rs.) CPC (Rs.) Visits (Reach) Conversion % Conversions “travel insurance” Rs. 81,537 Rs.500 163 4.00% 7 680% increase in brand reach for the same budget “Top 10 things to do in London”
- 65. TRAVEL GURU Search Case Study ACEF
- 66. ACEF
- 67. ICICI LOMBARD Media Case Study ACEF
- 68. 7x more visibility 1.5x more volume ACEF
- 69. ACEF
- 70. ACEF
- 74. ACEF WHILE EVERYONE WAS TALKING THE OFFERS LANGUAGE! WE DID SOMETHING DIFFERENT KOOVS BRAND SOLUTION
- 75. ACEF PRODUCT INTEGRATION CONTENT MARKETING + 7 articles around the V-Day theme to grab the interest of the Audiences Smart Brand Plugs Latest Valentine’s collection BRANDING + Subtle branding with logo presence across microsite Here is what we did ….. KOOVS BRAND SOLUTION
- 76. ACEF This V-Day is all about rebel thinking! No compromises, no cliches, no same ol’ mush… We tell users how to ditch the mushy prints and opt for quirk or say no to red and try electric blue! Better yet, we tell ‘em how to negotiate control of the TV remote since World Cup falls on V-Day. The Valentine Playbook KOOVS BRAND SOLUTION
- 78. ACEF Fantastic audience response KOOVS BRAND SOLUTION
- 79. ACEF Fantastic audience response KOOVS BRAND SOLUTION
- 80. DSP BLACKROCK YouTube Case Study ACEF
- 83. STANDARD CHARTERED Offline to Online Content Case Study ACEF
- 84. ACEF
- 85. CHECKLIST Things to remember along the way ACEF
- 86. Use the Google keyword planner or Facebook insights to understand demand and interest affinity ACEF
- 87. Always optimize for SEO ACEF
- 88. Be a copy dictator, do not settle for anything other than first class ACEF
- 89. ...the same goes for formatting ACEF
- 90. Optimise the tagline / headline – think newspaper meets search! ACEF
- 91. Maintain a tone of voice throughout, a voice you want your brand associated with ACEF
- 92. Maintain a brand guidelines a do’s and don’ts ACEF
- 93. Make the language accessible to all, plain and grammatically correct ACEF
- 94. Deploy and optimize for all devices ACEF
- 95. Always check your facts rigorously ACEF
- 96. Give credit where credit is due for your sources ACEF
- 97. Always include a call to action that you want the consumer to do ACEF
- 98. Invite constructive feedback, allow for comments and conversations ACEF
- 99. Always make sure your content is easily shareable ACEF
- 100. Above all, relevance is key ACEF
- 101. ACEF
- 102. Benedict Hayes Vice President | Strategy iProspect @benboombastic ACEF