Download - Market live bronto summt 2013
Optimizing Content \Across All TouchpointsKen Burke Founder & Executive Chairman MarketLive
Content Marketing Strategy
…What you will learn
• How to make content that looks great and actually works
• Ways to use content to stimulate product discovery
• The importance of breathing your brand into your content
• Why consumers actually value a solid content-to-commerce connection
• Supporting the customer lifecycle with the right content
• The ingredients of search friendly content
• Powering social and mobile with content that hits the mark
The Three S Model for Content Success(1)
…to succeed in the evolving digital landscape, marketers must create content that is easy to find and consume and compelling enough for the consumer to share with a larger audience…
-- Patricia Travaline, Skyword
“
The Three S Content Model(1)
Source: Skyword (www.skyword.com)
Searchable Content is Mission-Critical
Guiding principle. Build search optimization into your writing from the start, not as an afterthought
Source: http://www.skyword.com/content-marketing-resources/what-is-content-marketing/
Relevant, Well Written & Keyword Optimized
Searchable content(1)
Captures the consumer’s passions and pain points Is optimized with trending keywords, boosting the content’s search
ranking
SEO content tactics that work(2)
Be timely: Integrate brand perspective into hot-button topics Build your contributor network: Leverage influencers to strengthen
search credibility Focus on quality: Let go of SEO tricks and create content that
matters
(1) SmartBlog on Social Media “Insights from the Content Marketing Summit: The Three S Model for Content Success” 3/29/2013 (2) SmartBlog on Social Media “Mastering the Three S Model of Content Marketing: Make it Searchable” 4/4/2013
BEFORE
AFTER
A Content Rework Gets Searchable Right
Keyword optimized but focus is on a satisfying user experience
Scanable, readable and visually interesting
Highlights what matters to target consumers (passion & pain points)
Snackable Content Satisfies
Guiding principle. Create content consumers will quickly understand and enjoy so they will stay or return
Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Snackable” 4/12/2013
…the always “on-the-go” consumer
Catchy, Bite-Sized Pieces of Content
Snackable content tactics that work:
• Stay relevant: Understand and create content to meet specific consumer needs. Stay on top of popular topics and produce content to add to the conversation
• Tailor to customers’ daily pain points: Identify where consumers are seeking information within your expertise and develop bite-size content pieces that offer quick solutions
• Produce VITAL content: Keep the content forms balanced: Video, Infographics, Text, Audio and Links
Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Snackable” 4/12/2013
…leave consumers hungry for more
Understand Consumer Pain Points
…and answer questions in fresh & interesting ways
Highly relevant. Answers important product questions
Catchy. Is visually and interactively interesting
Bite-sized. Super easy to grasp plus efficient & easy to produce
Sharable Content is Indispensible
2.7 billion
Likes/comments on Facebook every day
51%Number of best-in-
class companies who use website social
sharing tools
5.89 billionHighest recorded
shares received by a brand for Google’s
“Project Glass announcement
Guiding principle. Create content that speaks to the passions and interests of your community
Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Shareable” 4/19/2013
Only Meaningful Content Gets Traction
Sharable content tactics that work:
• Know thyself: Identify what sets the brand apart from the rest of the crowd…which means researching the competition too
• Partner with influencers: Boost a brand’s social standing by strategically engaging industry influencers. Added bonus: experts with powerful networks to offer customers deeper insights and leverage influencers’ social following
• Use the right tools: It’s important to understand the tools you can use to optimize its shareability, such as Skyword, Sysomos, Unmetric and Simply Measured
Source: SmartBlog on Social “Media Mastering the Three S Model of Content Marketing: Make it Shareable” 4/19/2013
If It’s Clear You Understand Your Customer
188,765 views, thousands of shares, hundreds of comments across social channels
Follow-up episodes had similar statistics…another indicator of rapport
Generated qualified new visits: content is not really funny unless you’re in the target market
…your content will get shared
Tip: Show your insiders’ sense of humor to demonstrate genuine rapport and often fuel unprecedented sharing
At SmartPak we have a saying…
“we get you because we are
you…”
If Content is King, Context Reigns Supreme
Having great content is not sufficient. Marketers must also consider the context in which their perpetually connected consumers will find and engage with that content.
-- Tracy Stokes, Forrester Research
“
Mercedes Benz makes small but significant device
adjustments
• Lightened background color for small screen clarity
• Feature headline moved outside of image for small-screen readability
• “Two up” only in carousels to keep images recognizable on small screen
Be Consistent Across Devices…but Adjust
• Replace click-slide with swipe-slide
…And makes device specific navigation adjustments for easy small screen access
Easy access: easy-open, easy-click, easy-close smartphone menu
Dropdown, hover over navigation
Be Consistent Across Devices…but Adjust
Scroll-through carousel for laptop & tablets
Be Consistent Across Devices…but Adjust
Article layouts are adjusted for frictionless device interaction
Vertical, “all exposed” swipe for smartphones
Be True to Yourself: Commerce in Content is a Good Thing
You sell stuff. Consumers expect you to sell stuff. A good content marketing strategy connects the dots in ways consumers embrace with enthusiasm…and with their wallets.
-- Judith Roberts, ESTRATEGYFIRST
“
Good Content is Key in the Path-to-Purchase
Map, produce and optimize content based on your customers journey and pain points as they move through the buying cycle
Home Page
• Brand promise/value prop
• Insight into assortment, logos help create immediate “me or not me” affinity
• Loyalty incentives
• “How-to” value added content encourages browsing…video cue increases click-thrus
Good Content is Key in the Path-to-Purchase
Product Directory Page • 100% on brand style
• A choice of relevant videos for every type of shopper
• Solutions vs. attributes, highlighted in jargon-free, accessible style
Good Content is Key in the Path-to-Purchase
Product Directory Page
• Heritage, craftsmanship video helps support “investment” decisions on more considered purchases
• Coach integrates relevant value added content throughout the path-to-purchase
Video Plays in Modal Window
Good Content is Key in the Path-to-Purcase
Content that narrows assortments and answers pressing questions keeps product choices from becoming overwhelming & lifts engagement & conversion
Product Detail Page
Good Content is Key in the Path-to-Purchase
http://www.brookstone.com/hdmi-pocket-projector?bkiid=featured_product_zone|hmpg|a|sub|2|801143p#pr-header-801143p
Product specific video demonstrations drive conversions, typically provide a 1.5-3x lift
Product Detail Page
Good Content is Key in the Path-to-Purchase
Video removes ambiguity…especially on complex tasks like body or room measurements
Helps customers get things right when they order…removing friction and mitigating cart abandons
In many cases, as with sizing, getting things “right” means reduced returns, frustration, etc.
Opens from Link on the Product Detail Page
Good Content is Key in the Path-to-Purchase
Applies to fashion and other kinds of product ordering processes as well
Opens from Link on the Product Detail Page
Good Content is Key in the Path-to-Purchase
• Turn live chat into branded, personalized consultations with product experts
• Provide specialized support when it’s needed, where it’s needed
• BB puts the “Chat with an Artist” CTA right on the product detail page
Email consultations are available for the busy or more private shopper
Product Detail Page
Good Content is Key in the Path-to-Purchase
…make it easy to get personalized support
• Specialized decision support technology tools facilitate especially personal and customized product recommendations
“Customized Consultation” Landing Page…Upload your photo now for real-
time tips from a Bobbi Brown Makeup Artist ….completely customized for you…
Good Content is Key in the Path-to-Purchase
…and user generated content is unbeatable
Connect and leverage cross-channel conversations
Incorporate Shopping into Value Added Content
• Users and company stylists upload looks to a socially connected, “Pinterest style” board
…to encourage product discovery and easy browsing
Shift from Random Acts to Purposeful Storytelling (Forrester Research)
Content is the way consumers understand the role and relevance of The Coca-Cola Company brands.
-- Jonathan Mildenhall, Coca-Cola Company
“
Tell the Whole Product Story
Put real merchandising muscle behind specific products or categories
…and make an emotional connection
Tell the Whole Product Story
…promote value added content so users know it’s thereProduct Directory Page “Pinterest Style” Content Landing Page
A very common mistake: Even the best content is a waste of resources if consumers don’t know it’s there
Value Added “How-To Choose” Content
…helps customers really understand and select wisely
Authentic “How-to” Content Builds Relationships
…by showcasing your support for their lifestyle
• Demonstrate authority and keep users sharing, buying and coming back
Differentiate with Authentic Storytelling
• Company history and heritage content lends authority, reinforces the brand and helps differentiate from a sea of choices
Differentiate with Authentic Storytelling
• “How they are made (or selected)” and other behind the scenes content make brands and products “relatable” to target audiences
Differentiate with Authentic Storytelling
• Keep it personal for maximum impact, believability and loyalty
“To disguise the juice stains on her
clothing, she had a sleeveless dress
made from colorfully-printed cotton.”
Leverage Other Voices to Ignite Connections
New voices, enhanced authority, true credibility and always fresh content…all made possible with the addition of guest bloggers, employee posts, partner articles and user generated content
-- Ken Burke, MarketLive
“
Real Employees, Real Words, Real Emotions
• Share employees’ involvement in and passion for your products, company, industry and mission
Seven for Seventh! Seven proud employees let you in on what makes the Personal Care line so special
“My favorite part about our products is that we don’t test on
animals…
…it’s why we get to display this little bunny…
…I’m thinking about getting a bunny tattooed to show my love
for Seventh Gen and bunnies everywhere.”
– Laura, Project Manager
…strike a genuine chord
User-Generated Content is a Must-Have
…integrate the customer’s voice across the site and social media Move reviews and testimonials outside the product detail page
User Videos and Pictures are Ultra-Powerful
Solicit and present customer video/image reviews
Make video option prominent for review contributors
Encourage social sharing
Include “Trusted Expert” Reviews
• Put expert opinions front and center
Employees Bloggers &
Editorial Writers Product Testers
• Offer a variety of picks from different experts
…honest opinions add authenticity
“could benefit from more
Spanish activities”
Partner Up for Additional Authority
Wayfair’s partnerships with different home lifestyle publishers hit the mark…
...transform a commoditized, frustrating, time consuming “search-click-search-click-search” experience….
…into a “just for me!...that-will-be-exactly-what-I’m-looking-for” experience
…and built-in affinity
Curated Collections & Editorial from Partners
Section includes links to different merchandising collections and advice
Strongly editorial and but thoroughly shop-able
A great blend of relevant content and commerce
…reinforces authority and credibility in your category
Stand Out: Live Digital Events with Experts
Consumers are hungry for real time content about their passions
Educating, inspiring or solving problems all opportunities
Build trust and demonstrate authority…and consumers buy more products
• Good events show up in search engine results & continue to get views long after the live presentation
• After the live event they make good, lasting blog content
Stand Out: Live Digital Events with Experts
• Live broadcast to introduce new items
• Product demonstrations
• Special discounts for live viewers
• Shop the products being demonstrated while watching
• Live, interactive Q&A
• Many questions live by the video hosts, balance & repeat in the running window
“Bring Consumers With You”
…to insider events and product sourcing journeys
• Tweet, video interviews, post photos and updates…fresh, interesting content for every social & site option
Wrapping Up with Some Key Principles
• It elevates the brand: Great content gives people a great impression of your company.
• It increases brand awareness: SEO-friendly and social-friendly content gets seen by more people who may interested in what you sell.
• It helps generate leads and referrals: With more people able to find your content, and with your content designed to stimulate action, you’ll have more opportunities to make sales.
• It increases customer loyalty: When your content conveys that you understand your customers and appreciate their problems, you build trust and confidence.
• It differentiates your business in a powerful way: Customers and prospects continually check you — and your competitors. People naturally gravitate to businesses that offer superior content experiences.
…about the value of good marketing content
Source: Content Marketing Institute “Quality Content” 4/13/2013
Customer Service is an Often Neglected but Powerful Touchpoint
Would you use the same language, tone and attitude when speaking to a customer at the register as you do on your website?“
Are You Listening? Social Media Brand Mentions
…are a highlight reel of what your customers are experiencing
are about issues with products or services70%
of the time
are Customer Service interactions complaints 60
%of the time
are new product ideas32%
of the timeSource: Exact Target, 3 Truths Every CMO Needs to Know About Social Media and Customer Service
Social Media Content is in Part about Response
…and it’s critical for loyalty and retention
switch brands following a poor customer service experience89%
of customers
83%of customers
said they liked – or even loved – when a company responded to them
believe that companies won’t respond to their tweets
51%of customers
give companies one week to respond to a question, comment or concern before they stop doing business with them
50%of customers
of complaints are all that are responded to by companies on Twitter29%
Source: Exact Target, 3 Truths Every CMO Needs to Know About Social Media and Customer Service
Are You Listening? Social Media Brand Mentions
…are a highlight reel of what your customers are experiencing
Sometimes the content that’s needed is to promptly respond to social media comments
These posts appear on the FB page of a high end retailer…
…and have no company responses I months to a host of ongoing negative comments
“I could not be more frustrated and
disappointed with [retailer]. Terrible customer service
policy for a brand with this kind of luxury
reputation…”
Take Customer Service “Out of the Box”
…with rich, brand-friendly customer service content
• Proactive customer service
Take Customer Service “Out of the Box”
…with rich, brand-friendly customer service content
• Proactive customer service
…with rich, brand-friendly customer service content
• Put a branded voice and style forward to really connect and build trust
Take Customer Service “Out of the Box”
Take Customer Service “Out of the Box”
…with rich, brand-friendly customer service content• Put a branded voice and style forward
to really connect and build trust
Questions?
Thank youContact MarketLive:
877-341-5729
617B Second Street
Petaluma, CA 94952
www.marketlive.com