[cmworld 2015 lunch & learn hosted by studiod] content mixology: mixing the right ingredients so...

Mixing the right ingredients so your audiencewill drink the content you serve

#ContentTipsy

Y O U R H O S T S :

Matt OsiasSr. Manager, Content

@mattosias

Claire WebbContent Strategy Manager

@claireellenwebb

WE REACH ONE IN THREE AMERICANS EACH MONTH

O N O U R O W N E D - A N D - O P E R A T E D O N L I N E P R O P E R T I E S

I N T E R E S T

W E K N O W W H A T W O R K SOur data is based on user intent, providing accurate insights into what content drives engagement.

S E A R C H T E R M S

T I M I N G D E V I C E P R E F E R E N C E

→ Allow us to understand and deliver the needs of your consumers

→ Proprietary data insights include Interest Index, Seasonality Index, SEO

Pulse and Social Pulse

#ContentTipsy

Start with the right goals and KPIsto frame your content strategy

Glassware

Y O U R B R A N D

#ContentTipsy

K N O W Y O U R B R A N D & C O M P E T I T O R SSuccessful content begins with identifying what makes your brand unique and owning your content topics.

C O M P E T I T O R S ’ C O N T E N T

Y O U R C O N T E N TV O I C E &

A U T H O R I T Y

BRAND IDENTITY• What’s your brand mission?• What are your KPIs?• Who is your target audience?• How will you measure success?• What topics do you want to own?

C O M P E T I T O R S ’ C O N T E N T

Y O U R C O N T E N TV O I C E &

A U T H O R I T Y

#ContentTipsy

COMPETITIVE REVIEW

Discover:

• Topics that competitors already own

• Content types (including tone, voice) most prevalent among competitors' content marketing campaigns

• Key messaging on different platforms

U N D E R S T A N D T H E G A P SIdentify the right content to increase reach and impact

CONTENT GAP ANALYSIS• Understand your current content efforts

and how they work toward meeting your goals

• Take inventory of your existing content and discover opportunities you may have missed

Identify topics you can own

and formats to create

E X I S T I N G C O N T E N T

Content type

Buyer stage

Target audience

Keywords

A U D I E N C E I N S I G H T S

Personas

Topics of interests

Overlapping interests

Seasonality

#ContentTipsy

S A M P L E : G A P A N A L Y S I SDocument existing content by format and topic, to get to the right mix

Infographics 27Decision Trees 15Checklists 16Videos 12Articles 30Blogs 17Listicles 14Social 2

SMB 36%Employee Mgmt 14%Organization 14%Tax 8%Furniture 5%Flu 5%Marketing 5%Education 4%Misc 3%Employee apprecia-tion 3%Black Friday 3%

#ContentTipsy

M E A S U R E S U C C E S SDefine metrics that will measure success for your content

CONTENT TYPE CONTENT COUNT BOUNCE RATE TIME ON PAGE PV/SESSION $/SESSION

Article 6 69% 1:26 1.20 $0.51

Blog 5 67% 1:56 1.35 $0.09

Checklist 6 81% 1:44 1.10 $1.06

Decision Tree 6 83% 1:56 1.08 $0.64

Infographic 5 67% 1:56 1.12 $1.08

Listicle 1 86% 2:11 1.04 $2.68

Video 2 55% 1:46 1.13 $0.00

#ContentTipsy

C O M P E T I T O R R E V I E WChoose your top three competitors and document their content strategy.

C O N T E N T H U B & S O C I A L C H A N N E L S

K E Y M E S S A G I N G T O P I C S & F O R M A T S S T R E N G T H S W E A K N E S S E S

#ContentTipsy

Understand their needs and motivations with a detailed buyer persona

Ice

A U D I E N C E

#ContentTipsy

F I N A N C I A L

I N T E R E S T S

O N L I N E &

M O B I L E

B U Y I N G

H A B I T S

W H O A R E T H E Y ?

M I L L E N N I A L P R O F E S S I O N A L S

C A R E E R

A M B I T I O N S

M I L L E N N I A L P R O F E S S I O N A L SUnderstand their motivations to build a relationship

#ContentTipsy

→ Men & women, 18-34

→ Married, or living with domestic partner

→ Half (46%) are concerned they have too much

debt

→ 3X more likely to check financial information on

their smartphones

→ Prefer brands they trust, that reflect their style

Understand what your audienceis searching, to add that zest

to your strategy

½ oz of fresh lime juice

I N T E R E S T I N S I G H T S

#ContentTipsy

MILLENNIALS GEN X BOOMERSComputer software, cell phones and TVs are popular topics

Interested in home audio, TVs, cameras and cell phones

More likely searching for computer hardware, TVs and cameras

18-24 25-34 35-44 45-54 55-64 65+0%

5%

10%

15%

20%

25%

30%

35%

Computer HardwareComputer SoftwareCell PhonesTVsCamerasPersonal AudioHome Audio

Source: *studioD Interest Index(TM)

Interest Index analyzes total time spent in Categories (% of clicks)

K N O W T H E I R I N T E R S T SSelect topics that resonate with your target audience

K N O W W H E N T H E Y ’ R E L O O K I N G Understand how seasonal trends shape content planning & calendar

Users are 60% more likely to search for TVs and personal audio content in Dec.

Seasonality Optimization IndexEach line tracks the popularity of a certain category over one year; the lines do not compare categories against each other.

Interest in cell phones spikes in Aug/Sept, when users are 20% more likely to search.

Start promoting tech content

Source: *studioD Interest Index(TM)

K N O W W H E R E T H E Y G O N E X TUnderstand your target audience’s overlapping interests

Source: *studioD Interest Index(TM)

T R A V E L

F O O D & D R I N K

C U L T U R E &

S O C I E T Y

C R A F T S C A R E E R & W O R K

P A R T I E S & E N T E R T A I N I N G

#ContentTipsy

B U I L D Y O U R C A L E N D A RTie it all together with a clear plan of action

JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

CONSUMER ELECTRONICSCorrelating with summer activities, users search for more cameras, and 1.5X more likely to search for cell phone batteries

CAR ELECTRONICSWith summer travel, users are 4.5X more likely to search for car audio and video accessories

BACK TO SCHOOLDuring the back-to-school season, consumers are especially interested in content about cell phones, cell accessories, TVs and DVR

GIFT GIVING

Popular topics include:

• TVs (big screens, HDTV, accessories, flat screens, TV repair, projection TVs, digital TV, DVD players 6X MORE LIKELY, etc.)

• Cameras (digital cameras, accessories, polaroids, etc.)

• Cell Phones (androids, phone SD cards, iPhones, smart phones, HTC, pre-paid phones & bluetooth)

• Audio (audio shelf systems & karaoke machines)

#ContentTipsy

Pick the right base of topics andformats based on your KPIs

2 oz of bourbon

F O R M A T S

#ContentTipsy

U N D E R S T A N D H O W T O R E A C H T H E MOptimize content formats and platforms with insights before executing your content strategy

FORMAT MATRIX

AUDIENCE INSIGHTS

Driven by KPIs, optimized for different platforms

Audience Insights shape format and platform recommendations

PLATFORM STRATEGY

Distribution channels – both organic and paid

#ContentTipsy

DEFINE YOUR METRICSUse your goals to help determine formats and platforms

A W A R E N E S S

E N G A G E M E N T

A D V O C A C Y

Organic trafficReferral trafficSearch rankingCPMCost per click

Time spent on siteSites per sessionConversion/click-throughEmail subscribers

SharesLikesPinsFollowersComments

#ContentTipsy

C H O O S E T H E R I G H T F O R M A T SMatch formats to your KPIs

Listicles

Blogs

Articles

AWARENESS

ENGAGEMENT

ADVOCACY

SEO

Social

MOBILEDESKTOP

How-to Videos

Animated Videos

Quizzes

Infographics

Decision Trees

ChecklistsPodcastsDocumentary Videos

Animated Videos

Pinterest How-Tos

Social Shares

Lifestyle Photography

Social Videos

Animated Videos

#ContentTipsy

SAMPLE FORMATS: AWARENESS

How to Make Straight Hair Wavy

How-to Video

Mobile OptimizedVisual How-to

Infographic

Quiz

Animated Video

SAMPLE FORMATS: ENGAGEMENT

Infographic

Social Video

SAMPLE FORMATS: ADVOCACY

Original Photography

Mobile OptimizedVisual How-to

Add the right notes to getthat distinct flavor

½ oz of allspice dram

V O I C E / G U I D E L I N E S

#ContentTipsy

B U I L D G U I D E L I N E SWhat’s needed to ensure voice & tone is consistent with brand goals

G U I D E L I N E S

Q & A B R A N D R E S E A R C H P I L O T C O N T E N T P E R S O N A S W E B I N A R

#ContentTipsy

T H E F I N A L P R O D U C TYour finalized guidelines should always be:

#ContentTipsy

→ Concise and easily digestible

→ A detailed representation of your brand mission,

audience and style

→ A fluid document, to account for changes

→ Delivered both as a document and as a

presentation (e.g., webinar)

→ Tested (i.e., through the execution of pilot content)

W H A T P E R S O N A F I T S Y O U R T A R G E T ?Match your persona by considering the following:

I N T E R E S T S

Personas will help you select creators, too!

E D U C A T I O N

R E L A T I O N S H I P S T A T U S

O C C U P A T I O N

A G E

O N L I N E H A B I T S

Sweeten the mix with relevantexperience and creativity

1 teaspoon of simple syrup

E X P E R T S / C R E A T O R S

#ContentTipsy

W H A T M A T T E R SExpert content is 88% more effective than branded content and 83% more effective than product reviews – Nielsen Report

E X P E R I E N C E B U D G E T A V A I L A B I L I T Y

#ContentTipsy

F O C U S O N C A T E G O R Y E X P E R I E N C ESelect experts, creators and influencers by segmented verticals

SPORTS

ART BUSINESS &FINANCEBEAUTYAUTO

FOOD FASHIONFITNESS HOME & DECORGARDEN HEALTH

EDUCATION

LEGAL

PETSNUTRITION REAL ESTATE TECHRELATIONSHIPS

& PARENTING TRAVEL

CRAFTS COMEDY

They give your content theright amount of bite

1 dash of bitters

I N F L U E N C E R S

#ContentTipsy

CHOOSE POWERFUL INFLUENCERSMatch your influencers with the right following for your brand and goals

J U S T I N M A T T H E WCo-founder of Household

Hacker, a popular blog and YouTube channel

2.5MM FOLLOWERS

What works for one brand may not work for the next.

Did you know?65% of social influencers report that their #1 motivator is the chance to share their knowledge and passion (not money).

W A N D I A C H I U R IDigital, mobile and social

media aficionado and entrepreneur

600K FOLLOWERS

The underlying message of your content packs a punch, but ties it all together

Lime wedge

S T O R Y T E L L I N G

#ContentTipsy

→S A M S U N G S U C C E S S

Melissa Bannon – Director of Content Strategy

Content marketing is a way to bring all our categories together and create a consistent, cohesive story around our products.

W H E R E T E C H N O L O G Y A N D L I F E C O L L I D ESAMSUNG TECH L IFE STORY

T H E G O A L

The story your content depicts should

ultimately align with the story the brand

both wants to tell and is telling.

C L I C K T O E D I T M A S T E R T I T L E

Click to edit Master text styles– Second level

• Third level– Fourth level

» Fifth level

S U C C E S S S T O R Y : S A M S U N G

Enabling Samsung to become a publisher through content creation and website management

35%Increase in Revenue

WINNERSamsung “Global Best Practice” Award

R E S U L T S

6%Increase Sales

4XIncreased Engagement

T H A N K Y O U

#ContentTipsy

Matt OsiasSr. Manager, Content

@mattosias

Claire WebbContent Strategy Manager

@claireellenwebb