What’s eating the content consumer?

Content is exploding

An Estimated

27,000,000

pieces of Content are shared daily

Consumers are being bombarded by content that’s often….Average at best

Content that uses crude AudienceTargeting

Content with a lack of relevance

Content that doesn’t meet the promise of the juicy headline

Content with limited “info” and poor “graphics”

There’s an increasing danger that if your content doesn’t resonate, it will be

Ignored

Good Content improves paid search

Good Content is essential for SEO

Good Content drives conversionGood content improves

engagementGood content drives visibility

TO DRIVE MEANINGFUL CONNECTIONS

WITH THE RIGHT PEOPLE AT SCALE AT THE RIGHT TIME

AT THE MOST EFFICIENT COST WITH THE RIGHT BUSINESS

OUTCOMES

s c i e n c e

Less about the art of contentand more about the science

Data driven content planning

DIGITAL DATA CONSUMER INTENT

CONTENT STRATEGY

CONTENT STRATEGY

CONSUMER INTENT

CONTENT CREATION

BOE AMPLIFICATION

BOE AMPLIFICATION

CONTENT CREATION

DIGITAL DATA

Data driven content planning

Analytics

EMAILCRM

Mobile

IN STORE

Start with your consumer data

Google is the world’s largest database of

consumer intent

““

Keywords

Questions

GoogleIntentData

FB Social dataFacebook.com/ads/audience_insights

Analytics

EMAILCRM

Mobile

Enrich your understanding

IN STORE

Display & Video

Search

Social

Native &

Content

Public data

Axciom

Converter

Segment 1

Segment 2

Segment 3

Segment 4

Segment 5DATA MANAGEMENTPLATFORM

PERSONALunderstand me

ADAPTIVEadjust to my situation

VALUABLEmake me care

1 2 3

Consumer led content strategy

PERSONALunderstand me

ADAPTIVEadjust to my situation

VALUABLEmake me care

1 2 3Car rental company

Analytics dataLast minute

purchaseSeen as utility

Intent dataMove from Utility

To Experience

Road TripsExplore

Highlights

Analytics dataUseful and engaging

Move up considerationFunnel

What Who

Data led content execution

Social Listening

Statement

SuggestionLocation

Science fuels art - “Workplace Dreamer”

Science fuels art - “Anxious Planner”

At the heart of the Ad-line

Explanation

Get more

Data for personalisationMessage

Audience

Segment1 Segment 2 Segment 3

Personalisation filter

Personalised, dynamic content

performs 42% better

Data for dynamic content decisions

New visitor

Returning visitor

Lead

Hot lead

Sale

Data can even tell us what content will trend when

Amplification

Strategically leveraging tech, time, context and platforms for optimal business outcomes.

Every content amplification decision should be data driven

Greater accountability

inspires greater creative

BETTER DATAONE SOURCE OF

TRUTHREAL–TIMEINSIGHTS

ON-THE-FLYANALYSIS

Start with “owned” amplification

OWNEDBOUGHT EARNED

1. Make content visible to search engines2. Support the entire funnel3. Social media links4. Location specific content5. CRO for the whole site

What content when?

1 32

4 5

CONVERSION

What content when?

6 5 4 3 2 1 Conversion

EXPOSURE TO CONVERSION

BRAND SEARCH

GENERIC SEARCH

NATIVE & CONTENT DISCOVERY

AFFILIATES

DISPLAY PROSPECTING

DISPLAY RETARGETER

DIGITAL DATA CONSUMER INTENT

CONTENT STRATEGY

CONTENT STRATEGY

CONSUMER INTENT

CONTENT CREATION

BOE AMPLIFICATION

BOE AMPLIFICATION

CONTENT CREATION

DIGITAL DATA

Data driven content planning