#adhacks: the five factors of data driven content marketing
Post on 26-Jul-2015
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The Five Factors of Data Driven Content Marketing
#AdHacks#BingAds
In an ever fragmenting media world with an abundance of information and a lack of attention, the question to ask
yourself in the transforming world of business is: “How Do I Become Part of a Customer’s Day, Every Day?”
Your Business Objectives:
Brand Awareness
Getting people to know who you are
Getting people to know about your product
Getting people re-acclimated toward your product
Visits to your Owned Channels
Paid social ads generate awareness, search advertising captures intent
Run Adwords and Bing Ads campaigns in conjunction with Facebook and Twitter advertising for biggest lift
Social Discussion Around a Topic
Is your content getting people to talk about a subject?
Is it getting people to share a piece of content you created?
• Activities They Participate in
• Brands They Purchase
• Politics• Psychograp
hy• Netnograph
y• Profession• Job Title• Industry• Interests
• Age Range• Geographica
l Location• Languages
Spoken• Gender• Education• Salary• Devices
They Use• Entertainme
nt They Enjoy
What is the Science of Your Customer?
How Do I Craft My Content Based on My Customer?
Search and Social Data
Creative Insights
Trending Topics
Social CRM
• What type of content does your audience respond to?
• Are you using different types of ad copy, visuals and moving images and audio on different segments?
• What are customers saying about your area of expertise?
• What do customers say about your products?
• The Science of Your Customer
• APIs• Measuring Engagement• Bing Keyword
Research Tool
Use the 5 Factors of Data Driven Content Marketing
• Twitter / Facebook• Google / Bing Searches• Capturing Mobile
Search Mindshare using Search Engine Marketing Products (Bing Ads)
• NewsDistribution
The KPIs of Content Marketing
Social Media Metrics Website Traffic Brand
AwarenessLead Generation Sales ROI
93% 48% 53% 33% 27% 20%
Real time and content marketing use KPIs like social media metrics and web traffic to measure success. This is when social media distribution is used as a sole distribution strategy. When search and social are used in conjunction, KPIs like sales and Return on Investment (ROI) can be factored into your equation.
Consumer Sentiment
16%
Purchase Intent
14%
Interest
18%
Likelihood to Recommend
18%
Seriously Consider Purchase
18%
Key Area Lifts from Content Marketing
Algorithms Shift
Don’t Build on Rented Land!
Forget “Likes” and “Followers”
Content Marketing: Best Practices
Facebook and Twitter are closing their APIs more to third parties
Limited data to inform the future
Quantity doesn’t equal quality
Scale makes it hard to identify advocates
Organic reach is limited by social algorithms
Know where your org has authority
Map out a content and asset production plan
Focus your content marketing in these areas
Don’t be afraid to take a stand
Create original content only
Serve to customers at the contextually appropriate time
Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video
Inspiration, Education, Entertainment
What Does My Audience Crave?
How Did I Craft the UX to Delight the Audience?
Content Marketing: Questions to Answer When Planning
Thought Leadership
Content Tailored to Their Role, Not a Product
Interesting facts they can use right now
Demonstrate leading edge web design and interface
Content that shows, doesn’t tell – video, infographics, webinars
What Content Did I Create for My Audience?
How Will I Track Measurement?
Relevant, focused content
Sprinkled with evergreen so it remains timeless
Easy to share or find via search!
Web analytics
Social engagement rate
Website based remarketing (AdWords/Bing Ads)
Thank you
Connect with Bing Ads
• Sign Up to Use Bing Ads for Your Content Marketing: advertise.bingads.microsoft.com
• Read Our Blog: blog.bingads.com• Engage with us: #BingAds
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© 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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