Art and science of B2B content
•Als PPTX, PDF herunterladen•
0 gefällt mir•26 views
Presentation about role of b2b content for events
![[ How content can help to deliver event brand objectives ]](https://image.slidesharecdn.com/artandscienceofcontent-lb-180119054059/85/Art-and-science-of-B2B-content-1-320.jpg)
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Art and science of B2B content
Ähnlich wie Art and science of B2B content (20)
Mehr von Luke Bilton
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Art and science of B2B content
- 1. [ How content can help to deliver event brand objectives ]
- 2. 0 10 20 30 40 50 60 70 80 90 100 12/6/2015 1/6/2016 2/6/2016 3/6/2016 4/6/2016 5/6/2016 6/6/2016 7/6/2016 8/6/2016 9/6/2016 10/6/2016 11/6/2016 2016 in Google searches GOD = 1 million searches p/m
- 3. 0 10 20 30 40 50 60 70 80 90 100 12/6/2015 1/6/2016 2/6/2016 3/6/2016 4/6/2016 5/6/2016 6/6/2016 7/6/2016 8/6/2016 9/6/2016 10/6/2016 11/6/2016 BOWIE PRINCE CASTRO 2016 in Google searches
- 4. 0 10 20 30 40 50 60 70 80 90 100 12/6/2015 1/6/2016 2/6/2016 3/6/2016 4/6/2016 5/6/2016 6/6/2016 7/6/2016 8/6/2016 9/6/2016 10/6/2016 11/6/2016 BREXIT 2016 in Google searches
- 5. 0 10 20 30 40 50 60 70 80 90 100 12/6/2015 1/6/2016 2/6/2016 3/6/2016 4/6/2016 5/6/2016 6/6/2016 7/6/2016 8/6/2016 9/6/2016 10/6/2016 11/6/2016 TRUMP 2016 in Google searches
- 6. 0 10 20 30 40 50 60 70 80 90 100 12/6/2015 1/6/2016 2/6/2016 3/6/2016 4/6/2016 5/6/2016 6/6/2016 7/6/2016 8/6/2016 9/6/2016 10/6/2016 11/6/2016 POKEMON WINS 2016 2016 in Google searches
- 7. Brand marketing is f*#?ed. P&G, Unilever need to go direct to market and move to a 24/7 newsroom MIKE O’BRIEN IDM lecturer, TFM speaker and Consultant to the Consultants “ ”
- 9. 800% increase in blog posts published by brands -89% drop in social shares per post 2016
- 10. Only a few articles break through 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 TOP 20 BOTTOM 450 31 x Search (56% of traffic) 43 x Social (9% of traffic) IFSEC Global.com, analysis of top 1000 articles (Source: Adobe Analytics)
- 11. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Automotive News Charity & NFP Cruise b2b Financial advice Travel Fashion Brand Licensing Consumer electronics Maritime IT Aviation Food Ingredients Pharma Safety Marketing Security UBM.com and competitors Construction Fire Data can show us what to stop Social networks by industry, ranked by importance of Facebook (Source: Buzzsumo) 74% Facebook 2% G+ 25% Pinterest 42% Twitter 70% Linkedin
- 12. Brand Strategic Objectives The six steps of EMEA’s Content Plans Identify and prioritise strategic business objectives (eg more visitors, grow data, match buyers and sellers) that content can help to deliver. Use customer insight and develop personas to help understand what kind of content engages visitor/ exhibitor. Create an agreed content plan articulating the programme for content both online and at live events, and how that content will be used to market the event Customer Insight Content Plan KPIs / Metrics 1 2 3 6 Generate content for key persona groups • Conference production • Publishing and curate relevant content from other sources • Deliver pre-show online content aligned to content at the live event Content distribution as part of event marketing plan. Bespoke content distribution plans created for some content to generate data, leads, traffic and event conversions Content Production Content Distribution 4 5 6 Creating clarity and identifying priorities for teams Set KPIs to measure the delivery of the strategic business objectives e.g. • Audience engagement • New data acquisition • Event conversions Test / Measure / Improve
- 13. ACQUISITION Size of audience (Unique Users) NEW DATA Newsletter sign ups and downloads EVENT REGISTRATION Tracked registrations from content Content KPIs
- 14. - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 - 200 400 600 800 1,000 1,200 1,400 IFSEC Global SHP Online CallCentre Ecommerce Insights TFM Insights Routes Online Seatrade Maritime Seatrade Cruise Newdataacquiredthroughcontent(2) Event registrations tracked from content (3) Online audience indicated by size of the bubble (1) Comparing performance and conversion rates
- 15. 55,000 unique users (+65% yoy) Making it no.1 in its competitive set traffic has grown from 25% of traffic in 2013 to 60% in 2016. $3,500 value of PPC (Source: SEM Rush) 1,274 tracked event registrations (+287% YoY) The most shared website in market with 38% of all shares (Source: BuzzSumo) ACQUISITION KPI: Unique Users CONVERSION #1 KPI: New Data CONVERSION #2 KPI: Event Registration 11,000 new names (+10%YoY) added to the database . 2016 case study 90% improvement in Conversion Rate Optimisation through UX improvements
- 16. EPIC SPLIT Volvo Trucks and Forsman & Bodenfors 50% of truck buyers are “more likely to buy Volvo” Winner: “Most Effective” Cannes Lions 2015 85 million views 31% increase in sales of Volvo trucks Nov ’15 yoy
- 17. “The Science of Marketing” Marketing has become data-driven and we are your smartest friend.
- 18. TECHNOLOGY FOR MARKETING FESTIVAL OF MARKETING
- 19. “Festival of cruise” Bring cruise to life by curating the best experiences from the industry. A ‘culture clash’ of traditional and technology
- 20. Digital channels can help ‘test and learn’
- 21. • A ‘test and learn’ approach informed by digital experiments can help us to re-define our live events. • Content planning works by focusing resource on delivering the brand objectives. But it is only the first step. • We need bigger, more creative experiences to cut through. Traditional approaches will not give us the results we need.
Hinweis der Redaktion
- Asked here today by GEM to To talk about, raise some questions about how content and brand work together Show you that is now more is more important than ever Because the world is changing. Let’s start off looking at what on earth happened this year!
- Looking at global Google search Trends, We can use searches for God as our base line. It’s fairly consistent 1 million searches per month
- Lots of high profile deaths
- Brexit took many people by surprise - a trumph of Emotion of reason Britain, what have you done?
- And then, this happened. 17x more than God
- But all this pails into significance in the face of the mighty Pokemon trend. 25x bigger than God When Pokemon was released in the UK we published a number of articles in different markets around here and were experiencing 4X double the usual open rates and response to storis. In two completely different markets – Marketing Technology and in Security – getting on this trend was highest traffic day of the year. In these uncertain times…. Digital tools can help us to understand what is going on.
- Mike O’Brien, IDM lecturer, friend of TFM and the guy who training Deloittes at the moment on digital marketing We photographed him last week in 240 and this is what he was talking about
- He’s talking about reacting as quickly as Oreo Cookies did when the lights when out at the Super Bowl for half an hour
- But if traditional approach to brand management has changed, so has content. In 2015-2016 we have passed the point of saturation with content – the amount produced outstrips the ability to consumer it. I’m sure we’ve all been guilty of publishing stuff for the sake of it, doing more things. The problem is, so does everyone else. 5 MILLION BLOG posts Recent study: 800% increase in brands producing blog posts; and this has contributed to nearly 90% drop in social shares Something else happened this year… we passed the point of ‘content shock’ Talked about for a long time, but last 12 months seeing real data. Big blogs like Moz, Kissmetrics, T… all dropping shares. (source Track Maven) Over the last five years, the average number of blog posts published per brand per month increased by 800 percent. However, over the same time the average number of social shares per post (from Facebook, Twitter, LinkedIn, and Pinterest) decreased by 89 percent. Online. But I would argue the same thing at live events So what does this mean??
- Are we suffering from this? Yes we are. Here is one of our content sites – IFSEC Global where the top 20 articles = Bottom 450 articles There is a huge performance gap between great and merely good or OK. We need to understand what makes the really good content work, and do more of it. Less and better. How do we do this? Data of course. Huge gap between good (top 20-30) and mediocre performance. Top performers have perform significantly better across all metrics Top 1000 artilces Top 20 articles IFSEC Global = Bottom 450 What is it that makes a top 30 articles work and how can we do more of them? Can we get better at predicting and improve strike rate (Hit : Miss) Search is main driver of scale – the geatest driver of traffic for top performing articles. Search is not evenly distributed – a gulf between front page of google and nowhere. SEO plan for each brand is potentially most important thing we can do However - strong correlation between social and other sources of traffic (primariliy email newsletter). Useful as indicator of what resonates with audience, to improve email communications. What is the social formula for each brand? Social media as early warning system How quickly can we react to an article getting social traction e.g. PPC How can we testing ideas and headlines before it gets to the database What do we do with our greatest hits? How frequently should we repromote?
- So how do we make sure that we are focusing our efforts in the most productive way Support the brand objectives
- Measure product against product
- How this works in practise…. But if this all sounds very data-driven, Content is not just about the metrics Emotion/design is still important. Content planning works as an advertising brief – set the foundation for a creative leap
- Much like how advertising agencies use a process to enable creativity That delivers results The brand objectives and insights should be a brief for us to make a creative leap
- See the importance of it
- Concept for Seatrade Asia: Culture Clash - tradition meets the Future