Content Marketing presentation to UniSA Marketing by Will Fuller and Gavin Klose from FULLER Brand + Communication, Adelaide South Australia. What is content marketing? How many marketers are using content marketing? How much marketing budget is being allocated to content marketing in Australia? How is media consumed and how is it is changing? What type of media is consumed in digital especially on mobile devices? What is the content marketing sweet spot. A strategic framework for content marketing starting with strategy, channel creation, editorial planning, content creation, distribution and measurement. Content marketing cases studies for Xerox, Commonwealth Bank, Hahn Beer and Carnegie Mellon.

1. CONTENT MARKETING
THE BIG SHIFT

2. CONTENT MARKETING
1
CONTENT MARKETING
IS THE CREATION,
DISTRIBUTION AND
SHARING OF
ENGAGING CONTENT
TO BUILD YOUR BRAND.
FULLER

3. CONTENT MARKETING
2
STOP INTERRUPTING PEOPLE
FROM WHAT THEY ARE
INTERESTED IN,
BECOME WHAT THEY ARE
INTERESTED IN.....
ELIZABETH DYSMID

4. CONTENT MARKETING
3
86% OF B2C MARKETERS
USE CONTENT MARKETING
AND 91% B2B MARKETERS
USE CONTENT MARKETING
eMARKETER, 2013

5. CONTENT MARKETING
4
70% OF CONSUMERS
PREFER TO
LEARN ABOUT A BRAND
THROUGH ARTICLES
THAN IN AN AD.
OMNITEL, 2011

6. CONTENT MARKETING
5
% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA 2013
TIME SPENT AD SPEND
PRINT
5%
19%
12%
10%
38%
45% 25%
22%
20%
50%
40%
30%
20%
10%
%OFTOTALMEDIACONSUMPTION
TIMEORADVERTISINGSPENDING
0%
RADIO TV INTERNET
MOBILE
@KPCB
SOURCE: ADVERTISING SPEND BASED ON IAB DATA FOR FULL YEAR 2013. PRINT INCLUDES NEWSPAPER AND MAGAZINE. $30B+
OPPORTUNITY CALCULATED ASSUMING INTERNET AND MOBILE AD SPEND SHARE EQUAL THEIR RESPECTIVE TIME SPENT
SHARE. TIME SPENT SHARE DATA BASED ON EMARKETER 7/13 (ADJUSTED TO EXCLUDE OUTDOORS / CLASSIFIED MEDIA SPEND).
ARROWS DENOTE Y/Y SHIFT IN PERCENT SHARE.
4%

7. CONTENT MARKETING
6
HOW WE ARE NOW CONSUMING AND SHARING ARTICLES (CONTENT)
EXCLUSIVE!!!

8. CONTENT MARKETING
7
PEOPLE SPEND OVER HALF THEIR ONLINE TIME WITH CONTENT
AND 30% OF ONLINE TIME WHERE CONTENT IS SHARED
SOURCE: NIELSEN NETVIEW, DECEMBER 2010
53% 7%
23%

9. CONTENT MARKETING
8
MAIN SOURCE OF NEWS
BY COUNTRY
44%ONLINE
SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015
down, online is up, and social media have become a major part
of the equation.
Weekly access is only one part of the picture. We also track the
value of different news sources and again we see that TV news
comes out even more strongly as the most important source
to traditional media and they have been slower to adopt new
digital trends such as smartphones and social media. But these
averages hide even more stark splits between generations.
Young Germans or Japanese are likely to have more in
common with young Americans or Finns in preferring online
news and social media to TV news, radio, or print.
slide 12
MAIN SOURCE OF NEWS
BY COUNTRY
Q4. You say you’ve used these sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last
week in each country.
0%
10%
20%
30%
40%
50%
60%
70%
5 5
3
10 10
6
9
11 12
5
12
5
3 7
14
8 4 10
8
5 6
9
7
14
29
23
33 34
44
38 38
43
41 42
44
46
58
53
49 49
43
41 41 40
37 37
35
30
FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapanGermanyFrance
0%
10%
20%
30%
40%
50%
60%
70%
5 5
3
10 10
12
6
9
11
5
12
5
3 7
14
8 4
6
10
8
5
9
7
14
29
23
33 34
44
41
38 38
43 42
44
46
58
53
49 49
43
37
41 41 40
37
35
30
Social
Printed newspapers
Online (incl. social media)
TV
FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItalyJapanGermanyFrance
slide 13
MAIN SOURCE OF NEWS
BY AGE
ne part of the picture. We also track the
sources and again we see that TV news
rongly as the most important source
digital trends such as smartphones and social media. But these
averages hide even more stark splits between generations.
Young Germans or Japanese are likely to have more in
common with young Americans or Finns in preferring online
news and social media to TV news, radio, or print.
F NEWS
sources of news in the last week, which would you say is your MAIN source of news? Base: All who used a source of news in the last
5
3
10 10
6
9
11 12
5
12
5
14
8 4 10
8
5 6
9
7
14
33 34
44
38 38
43
41 42
44
46
49 49
43
41 41 40
37 37
35
30
FinlandAustraliaDenmarkIrelandUSASpainUKBrazilItalyJapan
Social
Printed newspapers
Online (incl. social media)
TV
10 10
12
6
9
11
5
12
5
8 4
6
10
8
5
9
7
14
34
44
41
38 38
43 42
44
46
49
43
37
41 41 40
37
35
30
Social
Printed newspapers
Online (incl. social media)
TV
FinlandAustraliaDenmarkUSASpainUKIrelandBrazilItaly
F NEWS
54

10. CONTENT MARKETING
9
SMARTPHONE NEWS USE
% OF POPULATION
SOURCE: REUTER INSTITUTE DIGITAL NEWS REPORT 2015
0% 10% 20% 30% 40% 50% 60%
JAPAN
GERMANY
FRANCE
UK
USA
ITALY
SPAIN
FINLAND
IRELAND
DENMARK
AUSTRALIA
SMARTPHONENEWSUSE
%OFPOPULATION
Which, if any, of the following devices have you used to access news in the last week?
Reuters Institute Digital News Report 2015

11. CONTENT MARKETING
10
AUSTRALIAN SOCIAL MEDIA USERS
TOTAL AND % OF POPULATION
SOURCE: SOCIALMEDIANEWS.COM.AU/SOCIAL-MEDIA-STATISTICS-AUSTRALIA-MAY-2015/
0% 10% 20% 30% 40% 50% 60% 70%
14m
13.8m
5m
3.6m
2.8m
60k
AUSTRALIANSOCIALMEDIAUSERS
TOTAL AND %OFPOPULATION
socialmedianews.com.au/social-media-statistics-australia-may-2015/

12. CONTENT MARKETING
11
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.
GARY VAYNERCHUCK

13. CONTENT MARKETING
12
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.
GARY VAYNERCHUCK
16% OF US
ONLINE POPULATION
BLOCKED ADS
PAGEFAIR AD BLOCKING REPORT, Q2 2015

14. CONTENT MARKETING
13
THE BRANDS THAT CONNECT WITH CLIENTS IN A REAL WAY WILL WIN.
GARY VAYNERCHUCK

15. CONTENT MARKETING
14
GIVE. GIVE. GIVE. ASK.
GARY VAYNERCHUCK

16. CONTENT MARKETING
15
CONNECTING WITH CONSUMERS
BRAND
INTERESTS
SWEET
SPOT
CONSUMER
INTERESTS

17. CONTENT MARKETING
16
46% OF AUSTRALIAN
MARKETERS HAVE AN
‘UNWRITTEN’ CONTENT
MARKETING STRATEGY.
ONLY 37% HAVE IT
DOCUMENTED.
SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS
AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.

18. CONTENT MARKETING
17
STRATEGIC FRAMEWORK
FOR CONTENT MARKETING
STRATEGY
CREATE NEW
OWNED CHANNELS
CONTENT
CREATION
CONTENT
DISTRIBUTION
MEASUREMENT/
ANALYSIS
EDITORIAL
PLANNING

19. CONTENT MARKETING
18
STRATEGY:
WHAT’S YOUR GOAL?
AWARENESS
REPUTATION
REPOSITIONING
LEADS
SALES
RETENTION

20. CONTENT MARKETING
19
STRATEGY:
AUDIENCE, MESSAGES & CHANNELS
BIG IDEA
THEMES
FEEL
CHANNELS
KEYWORDS
WHO?
INSIGHTS?
NEEDS?
INTERESTS?
WHERE?
DISCOVERY?
SEARCH?
BRAND...
TRUTHS?
BELIEFS?
POSITIONING?
VALUES?
PERSONALITY?
INTERESTS?

21. CONTENT MARKETING
20
CONTENT CREATION:
RESEARCH, CREATE, BRANDIFY, EDIT.
7 Tips To Comparing
The Best Watch Brands
Top 11 Most Interesting
Online Shoe Shops

22. CONTENT MARKETING
21
CONTENT DISTRIBUTION
POST, SEND, SHARE, NURTURE, REPURPOSE, PITCH, BOOST.
PAID
Facebook
Buzz Feed
Storify
Huff. Post
Outbrain
OWNED
EDM
BLOG
YOUR SITE
SEO
EARNED
Social sharing
Blogger outreach
PR

23. CONTENT MARKETING
22
MEASUREMENT:
ANALYSIS AND REPORTING

24. CONTENT MARKETING
23
XEROX: CHIEF OPTIMIST (IN ALLIANCE WITH FORBES)
INSIGHTS FOR C-LEVEL LEADERS RESULTED IN $1.3B OF PIPLELINE REVENUE

25. CONTENT MARKETING
24
COMMONWEALTH BANK: WOMEN IN FOCUS
INSPIRATIONAL AND ENGAGING CONTENT FOR BUSINESS WOMEN

26. CONTENT MARKETING
25
COMMONWEALTH BANK: BLOG
‘CAN DO’ ARTICLES WITH A BUSINESS FLAVOUR

27. CONTENT MARKETING
26
HAHN SUPERDRY
PASSIONATE, INSPIRATIONAL AND ASPIRATIONAL.

28. CONTENT MARKETING
27
CARNEGIE MELLON
RELEVANT. RELEVANT. RELEVANT. CLICKABLE AND SHAREWORTHY.

29. CONTENT MARKETING
28
IN SUMMARY:
WHY CONTENT MARKETING?
MOBILE
AUTHENTIC
REACH
FREQUENT
ADAPTABLE
VALUE

30. CONTENT MARKETING
29
IN SUMMARY:
CONNECTING WITH CONSUMERS
BRAND
INTERESTS
SWEET
SPOT
CONSUMER
INTERESTS

31. CONTENT MARKETING
30
AUSTRALIAN MARKETERS
ALLOCATE 27% OF THEIR
TOTAL MARKETING BUDGET
TO CONTENT MARKETING
SOURCE: CONTENT MARKETING IN AUSTRALIA 2015: BENCHMARKS, BUDGETS
AND TRENDS. CONTENT MARKETING INSTITUTE AND ADMA.

32. THANK YOU
WILL FULLER & GAVIN KLOSE
FULLER.COM.AU
@FULLERCOM