how brands are harnessing content development for platform engagement - dplat, 8/15/14
DESCRIPTION
David Smith from MediaSmith's presentation deck from Digiday Platform Summit, August 15, 2014.TRANSCRIPT
How Brands are Harnessing Content Development to
Optimize Platform Engagement
David L SmithCEO/Founder
Mediasmith, Inc.
And are
not
© 2014 Mediasmith Inc.
Content marketing in 2014
Everybody’s doing it (over 90%)
Over 70% of marketers are increasing CM budgets
Already allocations range from 10-20% of marketing
It’s as big as social now as a priority
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Top digital priorities for 2014
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“Content is King” & For B2B, Content Marketing is the biggest trend
More B2B than Consumer
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Many channels in use
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Taking Many Forms
ListsLong formPhoto/Graphic (Instagram, Pinterest, Infographics)Video (YouTube, Vimeo)White papersEventsWebinarsCase studiesSlideshare
SurveysBlogsSharing others contentAppsMicrositesContestsCustom MagazinesCrowdsourcing productCrowdsourcing blog
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And Native Advertising Too
(After all, isn’t native advertising just branded
content with a paid element?)
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Brands on Native
Over 80% of brands say that brand awareness is the goal of content marketing
But, IAB discovers that Native ads work best if the consumer is already aware of the brand and it is in the right context
© 2014 Mediasmith Inc.
© 2014 Mediasmith Inc.
Most Are Clueless About Success
The New Forrester B2B study shows a WHOPPING 83% of marketers can't tie business value back to their content marketing tactics
Most are basing success on early stage buyer acquisition (clicks, etc.) rather effect throughout the funnel
© 2014 Mediasmith Inc.
And The Target is Elusive
Digiday and others have reported on the Facebook de-prioritization of brands
Since Facebook changed its algorithm, business page exposure has tanked: dropping from a 25% natural exposure rate per a post, to a 1-2% exposure
Publisher activity still counts as content (reconsider publisher partnerships)
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It’s About Strategy Not Tactics
Content marketing needs to be embedded in everything you do
“Most of the focus is on producing content simply to fill channels”
- Forrester
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Source: Nic Newman – Journalism Media and Technology Predictions 2014
The Power of the List
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Three Keys to Great Content Marketing
1.Discoverable & Shareable
2.Created for the audience’s audience
3.Methodically tested and optimized
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NY Times Learnings
Experiment
Repackage your content
Re-use old content
Create content templates
Continue to innovate your platform
Content marketing is not just about publishing
Your content creators need to be socially savvy
It’s not just about the headline but social
Don’t forget search engines
Build best practice into search and social
Email is a very important marketing tool
Use your social channels for experimentation
The brand content creators need to be a part of the marketing
Tap into the power of user generated content
Use an email marketing platform
To do content marketing at scale, you need a “marketing platform”
Fail fast and learn
It’s a team effort
Need to know what success looks like
Leaders need to “unlearn”
Think digital as a priority
© 2014 Mediasmith Inc.
Process
Learn
© 2014 Mediasmith Inc.
Plan Create Test & Opt. Deploy Analyze
Understand your business
& buyers
Prioritize & chart the roadmap
Test & confirm the best
performance
Exploit most effective content
Hone in on KPI’s & report
Edit & Develop
content for plan
A Few More Data Points
Trend towards taking content creation in house (90%+) but half also use some outside resources…
Agency participates in strategy
Agency handles distribution, syndication, sharing strategy
Only 1/3 of advertisers measure beyond the click
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What Are Clients Doing?
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Salesforce.com
Content Used
Infographics
E-Books with sales tips
ROI calculators & demos
Objective: Amplify messaging & drive leads
Methods
Organic posting to Facebook, Twitter, LinkedIn
Paid promotion across all platforms
Challenges
Matching content to platforms
Optimizing content by audience
Deciding what to gate and give away
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Salesforce.com Executions
5-6 tweets in campaign
Optimize to 3
Target suitability is key
High funnel offers
Twitter Cards
5-6 pieces of content (monthly)
Upper and lower funnel
Mobile key
Rich audience data
4 pieces at a time (monthly refresh)
Richest B2B user data
Lower funnel works well
Social platforms deliver 20% of Salesforce lead volume
World Cup: Adidas versus Nike
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GETarget is partners (BDM’s), recruitment, investors, techies
How do we show people in the world who love science, tech, and invention who we really are?
Want people to associate GE with Health, Energy, Transportation Lighting and Appliances
Add 10% of earned to paid budget (amplifies by 25%)
GE Garages (Event oriented)
Reach “maker” community of engineers, technologists, tinkerers
Instagram to connect with Techies and recruitment Up close and personal
Facebook: 1MM fans & working on metrics
© 2014 Mediasmith Inc.
P&G: Home Made Simple
Superstar of Microsites
6MM+ opt-in members
Home/Garden recipes, tips
Facebook You Tube
TV Show Pinterest Magazine
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Guitar Center
Music emphasis is at the heart of Guitar Center need
Significant You Tube effort:
Extensive contentSeamless integration with websiteOpen forum for discussion
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JetBlue & Southwest
Both make strong use of Twitter:Communicate to mobile customer
Distribute messaging
Get insights on customer concerns
Quick response (Especially Southwest)
Set themselves apart from bigger, more “corporate” airlines
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What About Resources?
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Tools: Content Research
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Content Organization
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Content Creation
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Content Promotion
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Content Analytics
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In closing…
Content marketing today is where web development was in 1997-98:Very early stageCompanies doing it “because”Tactics and metrics immature
Good content marketing requires enormous budgets -- not the tiny budgets that most marketers spend.
Increasingly, it is going to be a marketing requirement, and companies are going to have to find the money to develop, distribute and measure content.
© 2014 Mediasmith Inc.
Contact me:[email protected]
Follow me:@mediadls on Twitter
mediadls on most social networks
Thank You!
© 2014 Mediasmith Inc.