What is it about Content?
Thought starters for an evening of conversation
Rob Davis
Executive Director, Content
Ogilvy NY
@robertjohndavis
www.robertjohndavis.com

EXP
1993 1998 2001 2002 2003 2008
A Long Strange Trip
Rob’s Journey

WTF is Content?

This isn’t helping.

Content isn’t new. What has changed?

500 years’ worth of
YouTube videos
arewatched on
Facebook every day.
Google, 2013
380 billion photos were
taken last year –
that’s about 10% of
all the photos ever
taken.
Google, 2013
There are 4 billion
views a day on
YouTube – up over
25% since January
2012.
Google, 2013 58% of US
population will watch
video content online
at least monthly.
eMarketer,
July 2013
Social media sites and
blogs account for 23%
of all time spent online.
Content Marketing Institute, 2013
The results of access.

All marketing content should lift the brand, create
demand, increase sales and diminish the impact of
competitive voices.- Ogilvy Content Marketing Practice
Not all content is marketing content.

Commerce
Increase consumer demand
across product categories.
Content
Improve visibility for brand-
favorable messages through
integrated optimization,
development and distribution.
Conversation
Morph key web platforms into a
cross-functional ecosystem of
information sharing and
discussion.
The cumulative effect will improve search ranking, shift/maintain customer perceptions, protect &
expand the online value of the brand and assure your place in the digital space.
The 3C program breaks down the future-path to digital customer engagement into 3 simple concepts:
Commerce, Content & Conversation. The integrated effect of each of these areas will result in a program of ongoing momentum and value.
3 C’s - Content is only part of the process.

PAID
OWNED
&EARNED
OWNED
EARNED
&PAID
POE or OEP? More than semantics...
•Prioritizes paid media (the old way of doing
things)
•Encourages disruption rather than acceptance
•Isolates the role of social
•Results in wasted budget
•Prioritizes owned media and the value of the
brand
•Encourages audience development
•Focuses upon engagement
•Maximizes opportunities to be discovered
•Integrates social
•Applies paid support in strategic areas
where organic is challenged, targets spend
vs.
POE vs. OEP

A Hypothesis:
The best use of content in marketing occurs when
an accord is drawn between the goals of the brand
and the desires of the users.

Brand as Publisher

Brand as Publisher
Maybe...

Brand that Publishes

Brand that Publishes
Definitely...

Awareness
Engagement
Consideration
Conversion
Loyalty
Attract and intrigue the customer who may
or may not be aware of your brand or
solution.
Entice the customer to experience the brand
via immersive content.
Explain your goods and services in depth.
Provide the final impetus for purchase or
ignite your e-commerce activity.
Grow your customer base into a loyalty
engine.
Keys to Success
Each asset must be created against a
specific role in the funnel.
Assign a KPI to every asset.
“Pre-optimize” content according to
the search behaviors of your customers.
Develop “post play interaction” to
turn viewers into customers.
Understand the way you want
customers to interact with content
before you create the asset.
Don’t hope for “viral.”
Strategically plan every aspect of your
Owned, Earned & Paid plan to match
your business goals.
Understanding ROI

A Boy and His Atom

DuPont and Content

DuPont and Content

Discuss.