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Content Strategy in a Changing World

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A guest lecture delivered by Mihika Barua (Percolate Marketing) to an undergraduate PR class at DePaul University, Chicago.

Veröffentlicht in: Marketing
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Content Strategy in a Changing World

  1. 1. Mihika Barua ContentStrategyinaChanging World
  2. 2. Agenda: - Brandedcontentthroughtheages - Componentsofacontentstrategy - Innovativeapproachestocontent - Q&A
  3. 3. WhoIam
  4. 4. Who are we? Our software helps brands tell their stories in a digital world. If you’re creating content for many channels and audiences everyday, you need technology to help you manage that. Percolate is a software that helps you manage and organize your marketing activities.
  5. 5. Over800brandsarepoweredbyPercolate
  6. 6. Brandshavebeentellingstoriestoattract andretaincustomersforyears
  7. 7. MeetAmerica’searliestcontentmarketing 1895 first issue printed 2017 40 countries 12 languages 1.5M circulation
  8. 8. What’schanged? Thewaysthatbrandscancommunicatetheir contenttoaudiences. Wecallthesechannels.
  9. 9. Content Channels have multiplied over time 20001980 199019701960 2010— ? Inflection point for content marketing
  10. 10. Brandedcontentboostedsalesasearlyasthe1900s 1904 Jell-O distributes free copies of its first recipe book 1906 Sales grow to over $1 million
  11. 11. P&G:Thefirstcompanytoadvertisedirectlytoconsumers 1933 P&G’s Oxydol begins to broadcast a radio soap opera 2010 Last P&G soap opera ends 1920s Radio becomes a marketing channel Without content, radio networks couldn’t attract audiences needed to sell advertising space. So the advertisers stepped in to produce content themselves.
  12. 12. Until the Internet, distributing your content was relatively simple 19301890 1980 1990 ? 2000
  13. 13. Until the Internet, distributing your content was relatively simple 19301890 1980 1990 “Channel explosion” 2000
  14. 14. “Mobile-first”meansyouneedtoreachpeoplewithmorespeed andfrequency
  15. 15. TheaverageAmericanspendsnearlyhalfadaystaring atascreen(CNN)
  16. 16. It’snot“onesizefitsall”anymore.Marketinghasgoneglobal 36,000+ restaurants 120 countries 65 million people served daily
  17. 17. Forcontentmarketers,thismeans: – Your content (and your brand) needs to be in more places at once – You need to understand the landscape of channels available to your brand – Figure out where your audience is most active (Instagram? TV?) – Make sure you’re creating enough, relevant, and interesting content – Match your content to the medium you’re creating it for
  18. 18. Thecomponentsofacontent strategy
  19. 19. Componentsofacontentstrategy –Brand guidelines –Marketing objectives –Customer or audience persona –“Content - market fit”
  20. 20. – Brand guidelines – What is the brand’s personality, voice, tone and language? – What do we want people to think of when they associate with the brand? – How does the brand represent itself in images and words? – Marketing objectives – Customer or audience persona – Customer journey map – Content - market fit Componentsofacontentstrategy
  21. 21. WhatdoesNikeSoccerstandfor? What does Nike Soccer stand for? What kinds of photos should Nike use in advertising?
  22. 22. Componentsofacontentstrategy – Brand guidelines – Marketing objectives – What is the business need? – Are we creating content to increase sales or build brand awareness? – Do we want to change people’s perception of us? (GE, IBM) – Customer or audience persona – Content - market fit
  23. 23. Contentdoesn’talwayslooklikeanadvertisement.
  24. 24. “Nobodyreadsads.Peoplereadwhat intereststhem.Sometimesit’s anad.” —Howard Luck Gossage, 1986
  25. 25. Infact,peopledon’twatchTVadsanymore Percent of users who pay attention to TV ads, 2016 Source: Google Pay attention Did not pay attention 45% 45% Pay attention to TV ads
  26. 26. Ourattentionspansare shrinking,and marketingneedstokeep up.
  27. 27. Approach#1 Createsomethingengagingthat doesn'tlooklikeanad.
  28. 28. MarriottHotels - Marketing objective: To increase hotel room bookings - What they did: Produced a short movie that tells the story of two Marriott hotel bellmen and their adventures trying to chase a world- famous art thief. - Why it worked
  29. 29. MarriottHotels - Marketing objective: To increase hotel room bookings across J.W. Marriott’s properties - What they did: Produced a short movie that tells the story of two Marriott hotel bellmen and their adventures trying to chase a world-famous art thief. - Why it worked: Unlike a traditional TV ad, Marriott created branded content that was entertaining and wasn't trying to sell you something (well, not directly)
  30. 30. —David Beebe, Head of Marriott International Content Studio “Weneedtostopinterruptingwhat peopleareinterestedin,andbecome whatthey’reinterestedin.”
  31. 31. Psst..RememberJell-O? 1904 Jell-O distributes free copies of its first recipe book 1906 Sales grow to over $1 million
  32. 32. Componentsofacontentstrategy – Brand guidelines – Marketing objectives – Customer or audience persona – Who is my primary audience? – What are their likes, dislikes, hopes, fears, and ambitions? – What channels do they use the most to get their news and info about brands? – Content - market fit
  33. 33. MeetJoy.
  34. 34. Joy+ Imageyou’reaLevi’smarketer. Whatwouldyouneedtoknow abouther?
  35. 35. Howoldisshe? Wheredoesshelive? Whatdoesshedo? Whatdoessheliketodoinherspare time? Whatareherambitions?
  36. 36. Approach#2 Createanemotional connectionwithyouraudience
  37. 37. #LiveinLevis - Marketing objective: To show that Levi’s jeans accompany their wearers on important moments in their lives - Customer persona: All denim wearers - Why it worked: Made Levi’s jeans feel like a wardrobe must-have
  38. 38. #RealStrength:Shatteringmalestereotypes - Marketing objective: To build its men’s personal care product brand - Customer persona: Men, and specifically fathers - Why it worked: Reinvented perceptions of its target consumer
  39. 39. Componentsofacontentstrategy – Brand guidelines – Marketing objectives – Customer or audience persona – Content - market fit – What can our content add to the conversation? – How would that content tie back to our brand, products, and value proposition for customers? – What content will customers care about?
  40. 40. Approach#3 Createconnectionsbetween yourbrandandthingsyour audiencecaresabout
  41. 41. #adidasOriginals:“Aprovocativeapproachtotoday’sstreetwearculture” adidas content doesn’t say “buy our stuff”, it says “be original” “Turns to the new generation of creators to inspire them to redefine their meaning of originality” Celebrity promoters create immediate brand associations
  42. 42. Approach#4 Haveotherscreateyourcontent foryou
  43. 43. LoewsHotels:FromInstagramposttoadvertisement — Loews Hotels realized their guests were sharing their travel experiences on Instagram — Turned Instagram posts into print and digital ads — Featuring “regular” people in ads makes the brand more authentic and accessible
  44. 44. Shinola:Capturinguser-generatedcontent — Detroit-based watch maker Shinola created an entire brand campaign out of Instagram posts that people posted wearing their watches, with the hashtag #myshinola. — Through social media monitoring in Percolate, they asked for permission to use the images in their campaign
  45. 45. Thechannelsthatbrandstodayusetodistributetheircontent – TV – Billboards – Radio and podcasts – Film – Print – Digital publications – Digital ads – Social media – Word-of-mouth – Celebrities and influencers – The list goes on….
  46. 46. Andthere’smore… Augmented Reality Virtual Reality Artificial Intelligence
  47. 47. Newchannelsaren’tgoingto stopemerging. What’snext?
  48. 48. Content (Demand) Brands need to create more content than ever 20001980 199019701960 2010— ? Inflection point for content marketing Available resources helps brands fill this gap
  49. 49. Technology helps. Our software helps brands tell their stories. Marketing isn’t just the final piece of creative — it’s also all the steps before the ad goes out. It’s important to get those steps right. We help brands keep their ideas, strategy, and content in one place.
  50. 50. Create and publish content Analyze how your content performed So again, where do we fit in?
  51. 51. Mastercard Mastercard uses Percolate for real-time event marketing
  52. 52. It’sanexcitingtimetobeamarketer.
  53. 53. mihika@percolate.com LinkedIn:MihikaBarua
  54. 54. Questions?

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