brand + content - cpsquared.com
TRANSCRIPT
Brand + Content CP2 1/24/2014 Andrew Hanelly SVP Strategy
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DISCUSSION TOPICS:
/ New Attention Economics 101
/ What’s Driving the Content Bandwagon?
/ Strategy for Now & Later
/ Fueling the Fire
/ Our Perspective
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NEW ATTENTION ECONOMICS 101
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“The basic economic problem is increased
competition for attention.”
Hal Varian | Chief Economist | Google
“Understanding and managing attention is now the single most
important determinant of business success.” - Davenport
- Davenport in “The Attention Economy”
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Every 60 seconds…
571 new websites are created
3,600 photos are sent to Instagram
Every 60 seconds…
of video are uploaded
to YouTube
30 hours
Every 60 seconds…
Tumblr publishes 27,778 new posts
Every 60 seconds…
204 million emails are sent
Every 60 seconds…
Every 60 seconds…
300 thousand pieces of mail arrive
- NPR, 2011
Every 60 seconds…
- Jay Walker-Smith, Yankelovich Consumer Research, 2010
People Google about 2 million things
Every 60 seconds…
Facebook is updated 684,478 times
Every 60 seconds…
It’s easy to: Timeshift Block ads Unsubscribe Tune you out
Consumers Have Taken Control
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WHAT’S DRIVING THE CONTENT BANDWAGON?
Attention is Earned, Not Bought
74% of people prefer to learn about brands via articles instead of ads
believe companies that provide branded content are interested in building good relationships with them
- Roper GfK, 2011
Customers Expect Value
say branded content helps them make better purchasing decisions
Customers Rely on Content
68%
- Roper GfK, 2011
66%
Marketers Say Content Beats:
Source: ContentWise, 2012
65% by by
Ads PR
“Content” is on the Rise …
29% 19%
12%
24% 31%
35%
2006 2011 2016
Percentage of communications budget Traditional advertising Brand content and information
Source: Veronis Suhler Stevenson, Spending Forecast, 2012
Brands Are Investing
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$118.4 billion will be spent on content marketing, video marketing, and social media in 2013.
eMarketer, 2013
Declare a goal that you want to achieve to avoid “random acts of content” Improve brand perception Increase brand awareness Build contact database Improve customer intimacy Generate sales leads Drive purchases Provide sellable ad inventory Become thought leader
What Is Your Objective?
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Simple data sources: Identify FAQS Conduct surveys Keyword research Mine social media Psychographics Analyze metrics
Understand A “Day In The Life”
CONTENT
Customer-Centric Content
Question: What media brand would you be?
Have a Point of View
The Brain Behind the Logo
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FUELING THE FIRE.
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BE LIKE PEANUT BUTTER.
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Peanut butter content is:
• Sticky • Spreadable • Successful
• (And delicious!)
“If it doesn’t spread, it’s dead.” - Spreadable Media
/ BE LIKE PEANUT BUTTER
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/ BE LIKE PEANUT BUTTER
52% Of brand marketers say creating content that engages is their biggest challenge!
Source: Curata, 2012
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Why does so much content fail?
• It’s hard to access
• It’s blatantly promotional
• It’s uninformed
- CMO Council, 2013
/ BE LIKE PEANUT BUTTER
Photobucket.com
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/ BE LIKE PEANUT BUTTER
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/ RIFF OFF POP CULTURE
Jerzify Yourself.
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/ RIFF OFF POP CULTURE
Game of Fashion.
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/ RIFF OFF POP CULTURE
Mean Girls meets the stock market.
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/ RIFF OFF POP CULTURE
March (technology) madness
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CREATE SOCIAL HOOKS
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/ CREATE SOCIAL HOOKS
The social seal
of approval.
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/ CREATE SOCIAL HOOKS
Cubicle coverage.
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/ CREATE SOCIAL HOOKS
Round up the rants.
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/ CREATE SOCIAL HOOKS
50% Of B2B readers will
give up on your content if it’s too complicated to
access. - CMO Council 2013
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/ CREATE SOCIAL HOOKS
Link unto others as you’d have linked unto you:
• Links put you on other site’s radars • Readers know of the outside world • Linking out incentivizes linking in • Google (probably) appreciates it
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/ CREATE SOCIAL HOOKS
7x Increased rate of
sharing based solely on having a Twitter
button present. - BrightEdge Research, 2011
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BEHOLD THE POWER OF VISUALS
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/ BEHOLD THE POWER OF VISUALS
Much a-brew about visuals.
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/ BEHOLD THE POWER OF VISUALS
Bullets are good. Charts are better.
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/ BEHOLD THE POWER OF VISUALS
Facebook-ify your content.
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/ CONTEXTUALIZE THE NEWS
Making sense of the headlines
• Aggregation = What happened
• Curation = What matters
• Contextualization = Why it matters
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/ CONTEXTUALIZE THE NEWS
This happened. Here’s why it matters.
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/ CONTEXTUALIZE THE NEWS
Put today in the context of yesterday.
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DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
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/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Create a beginner’s guide
to your industry.
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/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Compile and publish
a list of stats.
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/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Authoritatively answer
an industry FAQ.
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EAT, SLEEP AND BREATHE IT.
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Embrace The Mindset
NOW
Milestone content
Special features
Weekly email
Daily posts
Embrace the Routine
Embrace the Skillset
Production Social Journalism
Quality
Graphics Analytics
