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We introduce who we are, why we exist and our mission.
We quickly cover how brands use ScribbleLive today (use cases) and use this as an opportunity to say that we’ll come back to speak about specific RedBull and Cisco examples as they relate to this particular topic.
Introduce Ryan and move into his section….
Meet explicit customer needs in the purchase journey, using organic keyword research, site search trends, customer feedback, social listening, sales input and customer analytics to guide you Apply customer data (device, location, clickpath) to design contextually relevant experiences from the start Incorporate input from operations (product, sales, customer service) to assuage customer pain points and forestall future issues
Build off of explicit findings to identify implicit needs that solve or improve customers’ execution of common tasks Prioritize areas of competitive differentiation, or relative difficulty, where content can provide a quick win Look to tap into publicly-available content (either expert or peer-generated) that brings valuable new perspectives to the customer A fruitful area for interactive content exploration (interactive video, app development, etc.)
Identify strong hope/fear axes related to your category, brand or product offering Look for crucial, brand-owned moments where content can significantly enhance the experience: Unboxing, in-store, event, etc. Work with unique talent, voices and creative partners to maximize the potential emotional impact
Some of the work we’ve been doing with RedBull is a great example of the media-led content marketing approach that we’ve been discussing today. Many of you are likely aware of the investments RedBull have made in extreme sports (as part of a larger Brand strategy) and events in particular. Initially, RedBull had invested significantly in event production, sponsorship and media/promotion but reached a point where demand for the events had become somewhat stagnant. To expand the reach of these events (and to fully maximize the sponsorship and media investments made), RedBull decided to invest in a content strategy that leveraged their fans. With ScribbleLive, RedBull created a digital hub experience for their event series and invited their hardcore fan base to bring it to life. The hub was a destination to livestream and rewatch events, a place for fans to contribute to them - and find other extreme sports fanatics. These fans ultimately took over the digital experience, helping RedBull grow the reach and ROI of their event series – all while keeping their brand top of mind with loyal enthusiasts.
Here’s an example of a customer-led content marketing approach, from our client Cisco. Cisco were looking to build product awareness and consideration for their broadband router business across an expanded set of target audiences (technical and business decision makers, service providers, bloggers, press, and analysts), who were all at different points of an investigation journey or level of awareness. For what’s a highly technical and complex product, historical marketing / communication efforts were primarily focused in traditional formats and channels (whitepapers, collateral, events, trade press) and geared directly to key decision makers. Cisco needed to find a way to deliver their message and engage this wider audience. Leveraging the Visually network, Cisco developed a Vine and Instagram video campaign that was highly visual and simplified messaging – speaking and resonating with multiple audience mindsets. Without any paid media support behind this Cisco, the campaign delivered over 4M impressions and 2M engagements on Vine and Instagram. They were also able to do this at about 50% of the anticipated cost.
Cisco found a non-traditional medium and channels to engage multiple audience head spaces across a complex path to purchase.
Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing
Featuring Guest Speaker
“Optimize the two kinds of Content Marketing” September 20, 2016
ScribbleLive enables every business
to deliver predictable results through
content & technology
How Brands Use ScribbleLive
Dynamic content experiences
(Second screen, UGC, audience interaction)
Strategic planning & execution Data insights & influencer marketing
Original content creation
(Infographics, videos, micro content, interactives)
Optimize The Two Kinds Of
Ryan Skinner, Senior Analyst
September 20, 2016