Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Featuring Guest Speaker
Ryan Skinner
Webinar:
“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 & ex...
Optimize The Two Kinds Of
Content Marketing
Ryan Skinner, Senior Analyst
September 20, 2016
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Driver 1: Changing Media Consumption
Source: Forrester Research ...
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Driver 2: Customer Experience Imperative
Customer obsession is y...
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Content Marketing: Default Destination For
Many Parallel Streams...
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Content Marketing: Default Destination For
Many Parallel Streams...
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Here’s How We Define Content Marketing
A marketing strategy whe...
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Here’s How We Define Content Marketing
A marketing strategy whe...
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
This Won’t Be Happening
2009 10 11 12 13 14 15 16 17 18 19
5%
1...
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
B2C Ups Investment On Content Marketing
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
B2B Ups Investment On Content Marketing
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Significant Sums Are Involved
One of four of
respondents said t...
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Two Marketing Strategies Separated By
A Common Name
(Media-Cent...
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
• Evolution of brand advertising
• Media & creative agencies,
P...
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Two Different But Related Things
Separated By A Common Name
(Me...
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Two Different But Related Things
Separated By A Common Name
(Me...
© 2016 Forrester Research, Inc. Reproduction Prohibited 25
Content strategy stems from brand
strategy and customer strateg...
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Factors Guiding Media-Led vs.
Customer-Led Content Marketing
Me...
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Optimize Customer-Led Content
Marketing
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
Ease
Planning For Content That Drives
Customer Experience
Effec...
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Customer Content Should
Create Effectiveness
J. Crew identified...
© 2016 Forrester Research, Inc. Reproduction Prohibited 30
Customer Content Should
Create Ease
AirBnB recognized an
implic...
© 2016 Forrester Research, Inc. Reproduction Prohibited 31
Customer Content Should
Impact Emotions
JetBlue offers visitors...
© 2016 Forrester Research, Inc. Reproduction Prohibited 32
Optimize Media-Led Content
Marketing
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
Optimize Media-Led Content
Marketing
• Brand integration
• Valu...
© 2016 Forrester Research, Inc. Reproduction Prohibited 34
Optimize Media-Led Content Marketing
forrester.com
Thank you
Ryan Skinner
rskinner@forrester.com
Media-led Content Marketing: Red Bull
A content strategy fuelled by a rabid fan-base
Customer-led Content Marketing: Cisco
Visual content that simplifies a complex purchase journey
Q & A
THANK YOU!!
To learn more about ScribbleLive, visit us www.scribblelive.com.
Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing
Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing
Nächste SlideShare
Wird geladen in …5
×

Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing

377 Aufrufe

Veröffentlicht am

ScribbleLive and Forrester Research Senior Analyst Ryan Skinner discuss how to optimize for the two types of content marketing.

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

Forrester's Ryan Skinner on How to Optimize the Two Types of Content Marketing

  1. 1. Featuring Guest Speaker Ryan Skinner Webinar: “Optimize the two kinds of Content Marketing” September 20, 2016
  2. 2. ScribbleLive enables every business to deliver predictable results through content & technology
  3. 3. 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)
  4. 4. Optimize The Two Kinds Of Content Marketing Ryan Skinner, Senior Analyst September 20, 2016
  5. 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Driver 1: Changing Media Consumption Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US) Right about….now!
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Driver 2: Customer Experience Imperative Customer obsession is your only competitive advantage
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Content Marketing: Default Destination For Many Parallel Streams Search Social Digital Mobile Ad-Blocking Native Advertising Cord-cutting Marketing automation Common Denominators: Empowered customers & unbundled media
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Content Marketing: Default Destination For Many Parallel Streams Search Social Digital Mobile Ad-Blocking Native Advertising Cord-cutting Marketing automation Common Denominators: Empowered customers & unbundled media The Gigantic, Gassy Content Marketing Nebula
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Here’s How We Define Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value.
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Here’s How We Define Content Marketing A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value. Delivers an intrinsic benefit to an audience Centred on the customer and his or her situation Something immediate AND enduring
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 This Won’t Be Happening 2009 10 11 12 13 14 15 16 17 18 19 5% 10% 15% US$Billions Content marketing spending YoY % change YoYchangeinspending Source: PQ Media’s Global Content Marketing Forecast 2015-19
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 B2C Ups Investment On Content Marketing
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 B2B Ups Investment On Content Marketing
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Significant Sums Are Involved One of four of respondents said their budget would grow by roughly a third; One in two said it would grow more than 20%
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Two Marketing Strategies Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment”
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 • Evolution of brand advertising • Media & creative agencies, PR/comms & social agencies • Concerned with impressions / engagements or brand metrics • Depends on paid media to succeed • “Integrated comms”, “branded content”, “branded entertainment” Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Evolution of direct marketing • Search/digital agencies, product marketers, customer experience • Concerned with metrics that align with points in customer life cycle • Should not require paid in order to succeed • AKA “Inbound Marketing”, but extends into other disciplines
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Customers don’t ask for it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…” <
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • Customers don’t ask for it • Works well within silos • Doesn’t lead to customer-centrism • Independent of value (how long is a piece of string) • Leads to accumulation, volume (content factories) • “Excited by the possibilities…” <• Works only if customers want it • Forces painful cross- departmental collaboration • Leads to more effective media investments • Constrained at all times by its own value generation • “Fits how people buy…”
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing $$$ $$ <
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing • An entire industry exists to help brands navigate and spend money on this approach • Media-led propositions are easier for traditional advertisers to buy • Professional creators and paid promotion make these visible • The KPIs are easy to establish and track <
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Two Different But Related Things Separated By A Common Name (Media-Centric) Content Marketing (Customer-Centric) Content Marketing <• An entire industry exists to help brands navigate and spend money on this approach • Media-led propositions are easier for traditional advertisers to buy • Professional creators and paid promotion make these visible • The KPIs are easy to establish and track • Rests on the marketer to grasp the shift and act on it • Forces greater collaboration with non-marketers • Is difficult to separate from the product or service itself • Is often less visible and less shiny
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25 Content strategy stems from brand strategy and customer strategy Brand/Business Strategy Customer Experience Strategy Content Strategy
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 26 Factors Guiding Media-Led vs. Customer-Led Content Marketing Media-Led Customer-Led Low consideration High consideration Small assortment Large assortment Very high/low product differentiation Moderate product differentiation Lower channel control Higher channel control Low product/ problem complexity High product/ problem complexity
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Optimize Customer-Led Content Marketing
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 Ease Planning For Content That Drives Customer Experience Effectiveness Emotion
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Customer Content Should Create Effectiveness J. Crew identified some of its most popular and valuable site searches to develop bespoke landing pages, with richer content. Source: https://www.jcrew.com/wedding.jsp
  29. 29. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 Customer Content Should Create Ease AirBnB recognized an implicit desire to choose the right neighbourhood for a stay, and developed guides. It’s since expanded the section from 7 to 23 cities. Source: https://www.airbnb.com/locations
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 Customer Content Should Impact Emotions JetBlue offers visitors to its JFK terminal the opportunity to watch premium Amazon content, a moment of unexpected joy that mimics the in-flight offerings.Source: https://skift.com/2015/12/11/jetblues-amazon-theater- and-the-benefits-of-having-your-own-terminal/
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 32 Optimize Media-Led Content Marketing
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Optimize Media-Led Content Marketing • Brand integration • Value • Impact • Context • Experience • Outcomes • Functionality
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 34 Optimize Media-Led Content Marketing
  34. 34. forrester.com Thank you Ryan Skinner rskinner@forrester.com
  35. 35. Media-led Content Marketing: Red Bull A content strategy fuelled by a rabid fan-base
  36. 36. Customer-led Content Marketing: Cisco Visual content that simplifies a complex purchase journey
  37. 37. Q & A
  38. 38. THANK YOU!! To learn more about ScribbleLive, visit us www.scribblelive.com.

×