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10 MYTHS & TRUTHS OF CONTENT MARKETING
LORRAINE GOLDBERG | August 14, 2017
@voraciousgirl @allrecipes
Meredith Digital brands deliver fresh, original content – through trusted experts, daily
stories, tools, how-to instruction and communities – that energize women to succeed
with all parts and phases of their lives. Highly tailored, targeted experiences flow
across channels, devices and platforms to inspire and inform her consumer journey
at all points of need.
ACHIEVE
DAILY. DREAM
BIG.
100 Million Women
@voraciousgirl @allrecipes 2
Inspiring the World to
Discover and Share the Joy
of Home Cooking.
3
ALLRECIPES’ MISSION
3@voraciousgirl @allrecipes
THE WORLD’S LARGEST DIGITAL FOOD BRAND
82
55MILLION
Home Cooks &
Shoppers
Across Phones,
Tablets & Desktop
#1
24MILLION
App Downloads
Consumer Satisfaction Score
1.5BILLION
Annual Visits
19 24 13LanguagesSites Serving… Countries in…
Source: ComScore 2015, Adobe Site Catalyst, iTunes, Foresee 4@voraciousgirl @allrecipes 4
#1 Content
Marketing is
About Being
Audience First
TRUTH: IT’S ABOUT THEM
• Deliver content that
authentically meets your
audience.
• Understand the consumer
journey.
• Tailor your content to the
context and channel.
6@voraciousgirl @allrecipes
CASE STUDY: #LOVEMYSHAPE
• Marriage of consumer
engagement data and
brand thought leadership.
• Results: 218M+ social
reach, 18K+
images/videos with
hashtag shared on
Instagram (All organic, no
paid promotion).
7@voraciousgirl @allrecipes
#2 Content
Marketing
Just Happens
TRUTH: IT’S ABOUT THEMMYTH: IT’S COMPLEX
• Be Data Informed.
• Channel Specific: Speak to the audience
where they are in that moment.
• The best content marketing tells a story
that deepens brand loyalty and
engagement.
• Embed yourself with content creators.
• Good content = Good marketing.
• Test & Optimize 9@voraciousgirl @allrecipes
HOW DATA INFORMS CONTENT: DAILY/WEEKLY/MONTHLY
Content
Creation
Social
Content
Engagement
Metrics
Google
Trends
Competitive
Intelligence
Web
Analytics
Trend
Performance
Subject Line,
Top
Performers
SEO
Intel
Category
Intelligence
News
Monitoring
10
Industry
Intelligence
Social
Intelligence
TRUTH: IT’S ABOUT THEMPINTEREST: TEST & OPTIMIZE
• Do you always need an overlay?
• Testing overlays doubled CTR & engagement.
• Content should be attainable and inspirational.
• Offer Value & integrate keywords.
• Descriptions should be meaningful. Don’t use
promo-language.
11@voraciousgirl @allrecipes
#3 You Need A
Successful First
Touch
TRUTH: IT’S ABOUT THEMTRUTH: THUMBSTOPPER
• Create content that
stands out.
• Prepare for the skim.
• Hook’em.
• Engage Them.
13@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMCASE STUDY: THANKSGIVING
• Goal: Celebrate the love of food and
the holiday.
• Captured strong audience attention
driving high levels of engagement.
• Highly relatable.
• Results: 14.1M+ social reach, 608K
engagements, 5M video views.
14@voraciousgirl @allrecipes
#4 Visual
Storytelling is the
Way
TRUTH: IT’S ABOUT THEMTRUTH: IT’S KEY
• You have less than 3 seconds
to grab their attention (aka the
scroll).
• Avoid stock photography or
things that look like stock
photography.
• VIDEO: 360, Live, Short & Long.
• Infographics
• Instagram Stories & Albums.16@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMTYPES OF VISUAL STORYTELLING
• Passive: Gif, infographic,
photos, articles.
• Interactive: Live, Video,
Slideshow.
• Immersive: Quizzes/Polls,
Personalized Experiences,
360 Video, VR.919K Views, 32K
concurrent views,
41K comments
17@voraciousgirl @allrecipes
#5 Social Media is
Like a First Date
TRUTH: IT’S ABOUT THEMMYTH: IT’S LIKE DATING
• It’s like a crowded bar. You have to stand out.
• Always be dating your fans/followers. Surprise
them. Make them fall (& stay) in love with you.
• Accept that everything you do won’t be a win.
It’s ok to fail sometimes.
• Grow w/your audience & lead them to where
you want to go. It’s a reciprocal relationship.
• Celebrate the macro & micro moments.
19@voraciousgirl @allrecipes
20
#6 You Shouldn’t
Push Boundaries
TRUTH: IT’S ABOUT THEMMYTH: TEST YOUR BRAND’S LIMITS
• Extend your brand and take
risks.
• Vanilla is good. But to stand
out, create funfetti.
• Think outside the box.
• Stand for something.
21@voraciousgirl @allrecipes
#7 Content
Should Look
The Same
Across
Channels
TRUTH: IT’S ABOUT THEMMYTH: THEY SHOULD WORK TOGETHER
• Create specific goals for each
channel.
• Create content that meets the needs
and best practices for the channel.
• Always be testing.
• Use learnings from each channel to
apply to each other.
• Learn more about your desired
audiences.
23@voraciousgirl @allrecipes
#8 Being Relevant Matters
TRUTH: IT’S ABOUT THEMTRUTH: CONTENT IS REAL-TIME
• Watch and predict
trends
• Create content that
echoes what people are
talking about
• Celebrate the “small-a-
days”
25@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMCASE STUDY: NATIONAL RANCH DRESSING DAY
• Create content around
increasingly popular “micro”
holidays
• Use Instagram stories to
showcase “snackable”
moments
• Results: 3K Instagram
Engagements & 200K
Impressions via posts & stories
26@voraciousgirl @allrecipes
27
#9 You Only Need To Report On What
Happened
TRUTH: IT’S ABOUT THEMMYTH: IT’S NOT JUST ICING ON THE CAKE
• Ideation: Data-Informed.
• Competitive Research: What works
and doesn’t work for your
competitors.
• Ask: What lessons can you learn?
• Test throughout.
• Data should inform what you do at
all parts of the process.
28@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMTHE “VIRTUOUS” DATA CYCLE
We use real-time, near- and long-term
data insights throughout the content
lifecycle to understand:
• The audience we need to reach...
• Where, when, and how to reach
them...
• How to create differentiated content
that drives engagement and
monetization...
• How to optimize that content in
real-time…
• Which data to collect to inform the
next interaction.
29@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMDATA INFORMS SOCIALLY-DRIVEN VIDEO CREATION
Content
Creation
Video
Creation
Social Insights
Site
Traffic
Data
Organic
Search
Trends
Newsletter
Stats
Monitoring
Competitor
News
Monitoring
Eating Well experts and
editorial staff produce social-
first content driven by
proprietary insights from
social, onsite, search; and
trend monitoring.
30@voraciousgirl @allrecipes
TRUTH: IT’S ABOUT THEMCASE STUDY: EATING WELL
• 40 Videos with 1M+ Views.
• 120M Social Video Views.
• 70% Year over Year increase in
traffic to Eating Well from
Facebook.
• +74% Organic Growth in Fans
(+1.2M).
31@voraciousgirl @allrecipes
#10 You Can’t
Measure The ROI of
Content Marketing
TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
33@voraciousgirl @allrecipes
Social Media Results:
• 21M Video Views on
Facebook
• 53M People Reached on
Facebook via Video
• 1.5M Engagements
• 34K New Facebook Fans:
2.7% Lift in total fans
MYTH: MEASURE SUCCESS IN UN-SUSPECTING
WAYS
TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
34@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS
Traffic to recipe increased by 64x after video went viral
on Facebook
TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
35@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS
TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
36@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS
37

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Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myths behind Best Practices.

  • 1. 10 MYTHS & TRUTHS OF CONTENT MARKETING LORRAINE GOLDBERG | August 14, 2017 @voraciousgirl @allrecipes
  • 2. Meredith Digital brands deliver fresh, original content – through trusted experts, daily stories, tools, how-to instruction and communities – that energize women to succeed with all parts and phases of their lives. Highly tailored, targeted experiences flow across channels, devices and platforms to inspire and inform her consumer journey at all points of need. ACHIEVE DAILY. DREAM BIG. 100 Million Women @voraciousgirl @allrecipes 2
  • 3. Inspiring the World to Discover and Share the Joy of Home Cooking. 3 ALLRECIPES’ MISSION 3@voraciousgirl @allrecipes
  • 4. THE WORLD’S LARGEST DIGITAL FOOD BRAND 82 55MILLION Home Cooks & Shoppers Across Phones, Tablets & Desktop #1 24MILLION App Downloads Consumer Satisfaction Score 1.5BILLION Annual Visits 19 24 13LanguagesSites Serving… Countries in… Source: ComScore 2015, Adobe Site Catalyst, iTunes, Foresee 4@voraciousgirl @allrecipes 4
  • 5. #1 Content Marketing is About Being Audience First
  • 6. TRUTH: IT’S ABOUT THEM • Deliver content that authentically meets your audience. • Understand the consumer journey. • Tailor your content to the context and channel. 6@voraciousgirl @allrecipes
  • 7. CASE STUDY: #LOVEMYSHAPE • Marriage of consumer engagement data and brand thought leadership. • Results: 218M+ social reach, 18K+ images/videos with hashtag shared on Instagram (All organic, no paid promotion). 7@voraciousgirl @allrecipes
  • 9. TRUTH: IT’S ABOUT THEMMYTH: IT’S COMPLEX • Be Data Informed. • Channel Specific: Speak to the audience where they are in that moment. • The best content marketing tells a story that deepens brand loyalty and engagement. • Embed yourself with content creators. • Good content = Good marketing. • Test & Optimize 9@voraciousgirl @allrecipes
  • 10. HOW DATA INFORMS CONTENT: DAILY/WEEKLY/MONTHLY Content Creation Social Content Engagement Metrics Google Trends Competitive Intelligence Web Analytics Trend Performance Subject Line, Top Performers SEO Intel Category Intelligence News Monitoring 10 Industry Intelligence Social Intelligence
  • 11. TRUTH: IT’S ABOUT THEMPINTEREST: TEST & OPTIMIZE • Do you always need an overlay? • Testing overlays doubled CTR & engagement. • Content should be attainable and inspirational. • Offer Value & integrate keywords. • Descriptions should be meaningful. Don’t use promo-language. 11@voraciousgirl @allrecipes
  • 12. #3 You Need A Successful First Touch
  • 13. TRUTH: IT’S ABOUT THEMTRUTH: THUMBSTOPPER • Create content that stands out. • Prepare for the skim. • Hook’em. • Engage Them. 13@voraciousgirl @allrecipes
  • 14. TRUTH: IT’S ABOUT THEMCASE STUDY: THANKSGIVING • Goal: Celebrate the love of food and the holiday. • Captured strong audience attention driving high levels of engagement. • Highly relatable. • Results: 14.1M+ social reach, 608K engagements, 5M video views. 14@voraciousgirl @allrecipes
  • 16. TRUTH: IT’S ABOUT THEMTRUTH: IT’S KEY • You have less than 3 seconds to grab their attention (aka the scroll). • Avoid stock photography or things that look like stock photography. • VIDEO: 360, Live, Short & Long. • Infographics • Instagram Stories & Albums.16@voraciousgirl @allrecipes
  • 17. TRUTH: IT’S ABOUT THEMTYPES OF VISUAL STORYTELLING • Passive: Gif, infographic, photos, articles. • Interactive: Live, Video, Slideshow. • Immersive: Quizzes/Polls, Personalized Experiences, 360 Video, VR.919K Views, 32K concurrent views, 41K comments 17@voraciousgirl @allrecipes
  • 18. #5 Social Media is Like a First Date
  • 19. TRUTH: IT’S ABOUT THEMMYTH: IT’S LIKE DATING • It’s like a crowded bar. You have to stand out. • Always be dating your fans/followers. Surprise them. Make them fall (& stay) in love with you. • Accept that everything you do won’t be a win. It’s ok to fail sometimes. • Grow w/your audience & lead them to where you want to go. It’s a reciprocal relationship. • Celebrate the macro & micro moments. 19@voraciousgirl @allrecipes
  • 21. TRUTH: IT’S ABOUT THEMMYTH: TEST YOUR BRAND’S LIMITS • Extend your brand and take risks. • Vanilla is good. But to stand out, create funfetti. • Think outside the box. • Stand for something. 21@voraciousgirl @allrecipes
  • 22. #7 Content Should Look The Same Across Channels
  • 23. TRUTH: IT’S ABOUT THEMMYTH: THEY SHOULD WORK TOGETHER • Create specific goals for each channel. • Create content that meets the needs and best practices for the channel. • Always be testing. • Use learnings from each channel to apply to each other. • Learn more about your desired audiences. 23@voraciousgirl @allrecipes
  • 24. #8 Being Relevant Matters
  • 25. TRUTH: IT’S ABOUT THEMTRUTH: CONTENT IS REAL-TIME • Watch and predict trends • Create content that echoes what people are talking about • Celebrate the “small-a- days” 25@voraciousgirl @allrecipes
  • 26. TRUTH: IT’S ABOUT THEMCASE STUDY: NATIONAL RANCH DRESSING DAY • Create content around increasingly popular “micro” holidays • Use Instagram stories to showcase “snackable” moments • Results: 3K Instagram Engagements & 200K Impressions via posts & stories 26@voraciousgirl @allrecipes
  • 27. 27 #9 You Only Need To Report On What Happened
  • 28. TRUTH: IT’S ABOUT THEMMYTH: IT’S NOT JUST ICING ON THE CAKE • Ideation: Data-Informed. • Competitive Research: What works and doesn’t work for your competitors. • Ask: What lessons can you learn? • Test throughout. • Data should inform what you do at all parts of the process. 28@voraciousgirl @allrecipes
  • 29. TRUTH: IT’S ABOUT THEMTHE “VIRTUOUS” DATA CYCLE We use real-time, near- and long-term data insights throughout the content lifecycle to understand: • The audience we need to reach... • Where, when, and how to reach them... • How to create differentiated content that drives engagement and monetization... • How to optimize that content in real-time… • Which data to collect to inform the next interaction. 29@voraciousgirl @allrecipes
  • 30. TRUTH: IT’S ABOUT THEMDATA INFORMS SOCIALLY-DRIVEN VIDEO CREATION Content Creation Video Creation Social Insights Site Traffic Data Organic Search Trends Newsletter Stats Monitoring Competitor News Monitoring Eating Well experts and editorial staff produce social- first content driven by proprietary insights from social, onsite, search; and trend monitoring. 30@voraciousgirl @allrecipes
  • 31. TRUTH: IT’S ABOUT THEMCASE STUDY: EATING WELL • 40 Videos with 1M+ Views. • 120M Social Video Views. • 70% Year over Year increase in traffic to Eating Well from Facebook. • +74% Organic Growth in Fans (+1.2M). 31@voraciousgirl @allrecipes
  • 32. #10 You Can’t Measure The ROI of Content Marketing
  • 33. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS 33@voraciousgirl @allrecipes Social Media Results: • 21M Video Views on Facebook • 53M People Reached on Facebook via Video • 1.5M Engagements • 34K New Facebook Fans: 2.7% Lift in total fans MYTH: MEASURE SUCCESS IN UN-SUSPECTING WAYS
  • 34. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS 34@voraciousgirl @allrecipes CASE STUDY: SPINACH FETA TURKEY BURGERS Traffic to recipe increased by 64x after video went viral on Facebook
  • 35. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS 35@voraciousgirl @allrecipes CASE STUDY: SPINACH FETA TURKEY BURGERS
  • 36. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS 36@voraciousgirl @allrecipes CASE STUDY: SPINACH FETA TURKEY BURGERS
  • 37. 37