content marketing is growing up, are you growing up with it?

MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD

Hello & Thank you.

MATTHEW CLYDe, founder Ideas Collide Marketing CommunicationsEst. 2005 Phoenix | PortlanD

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ideas*collide

CUSTOM MARKETING SOLUTION STUDIO CONTENT DEVELOPMENT to MARKETING AUTOMATION Est. 2005 Phoenix | PortlanD

Welcome to Phoenix

ideascollide.com/ideas

content marketing is growing up, are you growing up with it?MATTHEW CLYDe, President

Ideas Collide Marketing Communications

SESSION – Content MarketingWhy content marketing is at the

centerExplore how content marketing Is

evolvingInspire & Spark ideas OR NEW

solutions

Customer Journey • RELEVANT• VALUABLE• ANTICIPATED• PERSONALIZED

Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...

Constantly Feed the Content Flight Plan

Expanding Content Marketing Is…

Content Marketing has matured & content itself is the fuel that powers the entire modern marketing engine. Brands MUST NOW put content at the center of the holistic customer experience they provide — every channel, every time, every customer.

Source, Mashable

Content Marketing Is…Challenging

9 out of 10 businesses are doing content marketing in some way, but their success rate is only about 30%, content marketing institute 2015

ShiftingContent Marketing Is…

The focus will be shifting from

simply creating ‘more’ content to serving the ‘right’ content; hyper-relevant content delivered instantly to them wherever they are engaging — social, email, or any channel…– Amanda Todorovich,

content marketing director, Cleveland Clinic

photo sourced from shutter stock

70% of consumers prefer Getting to know a company via articles rather than ads.

photo sourced from shutter stock

Waiting & HUNGRY on their journey

another crummy commercial

74% of online customers frustrated with brands that deliver content that appears to have nothing to do with their interests.

JanraiN, 2015

photo sourced from shutter stock

Time for content marketingto grow up

• MARKETING Automation

• Visual IMPACT• Sensory ENGAGEMENT

• Data DRIVEN• Omni-CHANNEL

How?growing up

Marketingautomation

Content Marketing Planning & Marketing automationUNIFYING BOTH IN A

FRAMEWORK PROCESS

Content Marketing Planning & Marketing automation1.SET OBJECTIVES

2.Define personas

PERSONAS

Content Marketing Planning & Marketing automation3. Document THE

PURCHASE PATH & the customer JOURNEY

Customer Journey intersection points / path to connect and influence • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING

• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile

CONTENT IS KEY DRIVER

Content Marketing Planning & Marketing automation4. Create content

• Map content to the journey• Address persona pain points• Provide value ( don’t just ask or remind: drink

more ovALtine)• Identify / use tools to prep publish & Deliver

4 PHASES OF NURTURE

Phase 1: AwarenessPhase 2: Interest

Phase 3: Consideration

Phase 4: Purchase Intent

Nurture Campaign Overview

Content Marketing Planning & Marketing automation5. SET BENCHMARKS

• Scoring model• Conversion points• Kpi’s

SCORING MODELS A1 A2 A3 A4B1 B2 B3 B4C1 C2 C3 C4D1 D2 D3 D4

Engagement

Profile Fit

Content Marketing Planning & Marketing automation6. PUBLISH, MEASURE &

OPTIMIZE

CONTENT FRAMEWORK PROCESS

INVENT / INTEGRATE / IMPACT

• Explore and set a TOOL: from SIMPLE to complex enterprise systems

• DEFINE YOUR OBJECTIVE & CUSTOMER JOURNEY

• Develop Personas • HAVE CLEAR Road Map – HOW WILL YOUR CUSTOMER CHOOSE THEIR own adventure

• LAUNCH, MONITOR & OPTIMIZE

Take Note MARKETING Automation

Visual IMPACT

Brands will need to experiment with just about any form of digital

storytelling as the competition for attention time only gets

fiercer. —Ari Kepnes, Content Strategist

Visual IMPACT

Consumer’s average attention span is 6-8 seconds – 1 second less than a goldfish...

the competition for attention

Visual IMPACTGUIDE

Be bold.BE HUMAN.

We don’t make jeep. You do.

#MyJeepStory

Be passionate.INPSIRE action

Visual Storytelling Rule make me care & then I WILL share

Paul Mitchell | Graphics | Personal Stories & Charity Give Back Messaging

INSPIRE PASSIONMake me CARE & SHARE

Be simple.

SIMPLE IDEAS CAN STILL BE BIG IDEAS.

SIMPLE IDEAS CAN STILL BE BIG IDEAS.

Be agile.Prototype fast

360 prototype – Suns LINEUP

It doesn’t have to be studio produced to get big results• Film studio in hand via

mobile devices• Visually present your

concept, storyboard, bring to life/market

• Constantly FEED YOUR content FLIGHT PLAN

BE ready.

LIVE FROM … MORE IN THE MOMENT CONTENT

• BE BOLD – EMOTION DRIVES ACTION

• BE SIMPLE• BE AGILE • BE READY

Take Note VISUAL IMPACT

SensoryENGAGEMENT

appeals to all the senses – MORE ENGAGEMENT & INTERACTION WITH the brand USING THE SENSES to relate with customers on an emotional level.

Video HAS BEEN THE rage … Now the MOST innovative brands will follow suit with virtual reality, building dedicated destinations for high-touch campaigns.

Sensory Technology –Personal Attention

Consumers will spend only three seconds looking at a smart watch

HOW WILL your brand communicate valuable

information in a "glanceable" time frame?

• 3- 8 second engagement

• Integration of platforms FOR MULTI-TOUCH: Periscope to snap chat

• Virtual reality / 360 Video expansion & growing OPPORTUNITIES

• What can you do to make your content appeal to all the senses?

Take Note

DataDRIVEN

DaTA - Overwhelming- complex - overload

DataIS CONTENT

Treat DataSAME AS YOUR CONTENT MARKETING PLAN

DataSTORYTELLING

DataCONCISEShort attention spanInform PERSONA engagement

Data can be repurposed from many sources 1 Data Point / Multiple Sources of Content

2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series

2015 Intel IT Annual Performance Report | Multi-Channel Delivery | Content Series

TELL A STORY WITH YOUR DATANOT NEW approach.JUST MORE PRESSURE TOEXTRACT & DELIVER CLEARMeaningful data

SHIFTING metricsTRADITIONAL NEW / ELEVATED METRICS• Page views

• CLICK THRU

• Email CAPTURE

• Single Attribution

• ENGAGMENT & ATTENTION MINUTES ON CONTENT

• FULL conversion path, SCORING MODELS

• PROFILE CAPTURE, content path SELECTED

• mulTI-point attribution

Simple/USEFUL (BASICS) Google AnalyticsFacebook InsightsHootsuite ProMiniTab 17INDEPTH & ELEVATED DATA INSIGHT TableauSAPORACLE SRMAdobe

DATA WILL SHAPE THE real story TO TELL

Tell you … WHAT THEY WANT TO

TALK ABOUT NOT WHAT YOU WANT TO TALK

ABOUT…

Business intelligence map against business intelligence – developed by Grid

www.g2crowd.com/grid_report

• Invest in the data to extract the story

• DATA Elevates your engagement, response to deliver enhanced content marketing

• TARETING: Right MESSAGE, RIGHT MEDIUM

• BETTER PINPOINTING HYPER LOCALIZE MESSAGE

Take Note

OmniCHANNEL

Customer Journey • RETAIL • WEB • SOCIAL • EMAIL • EVENTS• GAMING• WEBINAR• CATALOG• MASS MEDIA • KIOSK • mobile

ideasabound

Super bowl ADS, SUPER CONTENT

Mini coke – Super bowl CONTENT

Customer Journey • RELEVANT• VALUABLE• ANTICIPAT

ED• PERSONAL

IZED

Customer Journey • MARKETING

AUTOMATION • Visual IMPACT• Sensory ENGAGEMENT• Data DRIVEN• OMNI-CHANNEL

Connect

Thank You