how to value digital content - financial services forum - simon bennison
TRANSCRIPT
HOW DO YOU PUT A PRICE ON DIGITAL CONTENT?
YOU’VE HAD A ROUGH FEW YEARS
BUT THINGS MAY BE ON THE UP
Source: Edelman Trust Barometer 2016
Trust in financial services is increasing
2012 2013 2014 2015 201640%
45%
50%
55%
60%
65%
70%
75%
80%
TechnologyFood & BeverageConsumer Packaged GoodsTelecommunicationsAutomotiveEnergyPharmaceuticalFinancial Service
Financial Services+8%
Automotive-9%
YOU’VE INVESTED A LOT OF MONEY IN PAID MEDIA
U.S. Online Ad Spending, by Industry, in Billions
2011 2012 2013 2014 2015
Retail $ 6.78 $ 8.10 $ 9.12 $ 10.12 $ 11.08
Financial Services $ 3.72 $ 4.28 $ 4.70 $ 5.13 $ 5.54
Telecom $ 3.62 $ 3.84 $ 4.15 $ 4.40 $ 4.57
Automotive $ 3.47 $ 4.16 $ 4.78 $ 5.43 $ 5.97
FMCG $ 2.46 $ 3.17 $ 3.78 $ 4.34 $ 4.95
Source: eMarketer
BUT THE COST IS GOING UP
Source: Search Engine Watch
The most expensive keyword in the UKAverage Cost Per Click on Google AdWords
SO YOU NEED OWNED AND EARNED MEDIA TO WORK
HARDER FOR YOU
BUT IT’S HARDER TO MEASURE
AND EASIER TO PRICEGOOD THAN GREAT
GOOD MIGHT MEAN £20,000 YOU’LL NEVER
SEE AGAIN
GREAT CAMPAIGNS REQUIRE A PURPOSE AND
GENERATE A RETURN
HOW DO YOU GET TO GREAT?
GOOD
STRATEGY
BAD
STRATEGY
BOOK BY RICHARD RUMLET
The Kernel of Good Strategy
1. A diagnosis of the nature of the challenge
2. A guiding-policy to deal with the challenge
3. A set of coherent actions to carry out the guiding policy
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content.
To attract and retain a clearly-defined audience and, ultimately, to drive profitable customer
action.
Content Marketing Institute
DON’T LET SHORT-TERM THINKING KILL
LONG-TERM SUCCESS
State of Payments
• Interactive annual report• Responsive design• Visits up 214%• 15% share rate
Name Our Plane
• 1.1 million sessions• 31,000 entries• 500,000 votes• 94 links • £128k of news coverage
HYGIENE CONTENTSEO is vital to performance
LANDING PAGE 3
LANDING PAGE 2
Hygiene / Hub / Hero StrategyHUB CONTENT
Engagement is everythingHERO CONTENT
Impacts higher up the funnel
BLOGCAMPAIG
N
LANDING PAGE 1
ALL CONTENT SUPPORTS EACH
OHER IN A ROUNDED CAMPAIGN
START WITH THE CUSTOMER
Where are they in their journey?
See
Think
Do
Care
From Avinash Kaushik’s Model
The right content at the right time
StageLargest
addressable audience of:
The role of brand and content:
See
People with money to invest
Help people LEARN
CarePeople who bank with
you and would recommend you
Help people ENJOY
Think
People thinking about starting a business
Help people CHOOSE
DoPeople looking for
financial support to start a business
Help people BUY
LOW INTENT
HIGH VOLUME
INCREASING INTENT HIGH INTENT
MEDIUM VOLUME
LOW VOLUME
HIGH ADVOCACY
LOW VOLUME
From Avinash Kaushik’s Model
Measured by what it can realistically achieve
See Think Do CareLinks Time on site Transactions Social SharesTraffic Bounce rate Revenue Social Followers
New visitors Add to basket Purchase Returning visitorsReferrals Click through rate Enter competition Visitor loyalty
Impressions Page depth Email sign up Views User action event
Campaign mentions Conversion rate
THANK YOUSimon Bennison
Head of Content MarketingCaliber
Tw: @simonbennisonE: [email protected]: /simonbennison