Arnold On: Content Marketing Report

CONTENT MARKETING:
GETTING TO GREAT CONTENT
THAT WORKS
ARNOLD ON

CONTENTS
3 Introduction
5 The Role of Brands & Content
9 Getting to Great Content That Works
22 Key Questions for Brands
24 Closing Thoughts
THE CONTENT MARKETING ISSUE 2 ARNOLD ON ARNOLD ON 2 CONTENT MARKETING

In September 2014, General Electric released
a video that went viral. The featured product
sold out in three days. Despite the success of
the video, which GE did not pay to promote,
the company’s Executive Director of Global
Marketing noted, “You sit and pray those things
are going to happen, but that is the exception,
not the rule for us.”
ARNOLD ON 3 CONTENT MARKETING

INTRODUCTION Most CMOs now understand the need to
incorporate content in their marketing mix,
but many still feel they are shooting in the dark
when it comes to what type of content to produce.
Content may be today’s hottest buzzword, yet
despite all this chatter, there are still key insights
missing from the conversation.
In order to fill in the gaps, we surveyed more than
1,500 consumers across the US, UK and China to
gauge their attitudes and behaviors when it comes
to content.*
* We defined content as any online media created by someone other
than the user. Content includes videos, images, websites, blog posts,
and articles. Online content is often produced by a celebrity, expert or a
company/brand, but it is separate from an advertisement that is designed
simply to display or sell a product.
We overlaid our understanding of what it takes
to design, build and optimize effective content
systems based on Arnold Worldwide’s experience
helping clients infuse content into their marketing
mix.
In this report, we’ll show the role content can play
in a brand’s marketing strategy and present the key
principles for getting to Great Content That Works.
THIS EDITION OF ARNOLD ON
FOCUSES ON CONTENT MARKETING.

Brands have historically been used to help guide purchase
decisions and convey a set of values to (and about)
those who buy them. But with the rapid growth of online
information and social media identities, what is the role of
brands in today’s world, and where does content marketing
fit within this context?
THE ROLE OF BRANDS
CONTENT

Based on the results of our survey, a majority
of consumers still look to brands for new
information and advice, especially Millennials,
arguably the most empowered generation today.
And nearly three-quarters of younger consumers
are concerned with how they present themselves
online. In fact, they are more likely to believe that
the content they share, rather than the brands
they buy, represents who they are.
These shifts present two opportunities for
brands to leverage content marketing as their
role continues to evolve:
1. As curators of relevant and informative content, brands earn
the role of “trusted advisor” with users, a deeper relationship
that drives engagement and advocacy.
2. By creating content that consumers are able and willing
to share, brands become integrated into their users’
online personas, filling the void of branded goods in the
online space.
56%
59%
52%
55%
51%
62%
74%
57%
51%
61%
65%
59%
58%
52%
55%
50%
52%
Consumer attitudes by generation
Source: Arnold Worldwide Content Marketing Study, 2014
Gen X Boomers
I look to brands for
new information
and advice
I am concerned
with how I present
myself online
The content I share
online represents
who I am
The brands I buy
represent who I am
Average Millennials
NEARLY THREE-QUARTERS OF
YOUNGER CONSUMERS ARE
CONCERNED WITH HOW THEY
PRESENT THEMSELVES ONLINE

Brands Need It Consumers Want It
Content marketing not only makes sense from
a brand perspective; consumer behavior also
reflects a demand for engaging media that users
don’t consider advertising.
Across all markets we surveyed, 87% of
consumers had searched for online content in
the last week, and 83% had visited a website
directly to look for specific content. Within the
last day, our respondents were 69% more likely
to have clicked on a link to content on a social
media site, and 56% more likely to have clicked
on a link to content in an email, versus an
advertisement on those same platforms.
It’s clear that the reach of online content is
broad. While the line that divides branded
content and advertising continues to blur
among marketers, consumers clearly
differentiate between the two—and they are
far more likely to respond to media they
perceive to be content.
Share of consumers who clicked on links to an
advertisement or content in the last day via:
Email
Social Media
ADVERTISEMENT
ADVERTISEMENT
CONTENT
CONTENT
18%
23%
36%
31%

Dynamism
Trust
Content Drives Momentum
In addition to meeting consumer needs
and driving engagement, content is good
for business.
As part of our study, we looked at how
content can impact Brand Momentum
relative to other forms of advertising. Brand
Momentum is Arnold Worldwide’s proprietary
tool for measuring brand health based on the
combination of two key dimensions: Trust and
Dynamism. Trust speaks to the faith consumers
have in the ability of a brand to deliver on past
promises. While Dynamism refers to the extent
to which a brand is engaging them. High Brand
Momentum has been shown to correlate with
stronger business performance, consumer
purchase intent and social conversation.
Based on our survey, branded content is the
form of communication that drives the greatest
dynamism for brands, as well as helping to
build high levels of trust. Only television
advertising challenges this performance, while
other forms of print and online ads score poorly
on both dimensions.
Although content may be only one part of a
holistic marketing strategy, it has the potential
to rival all other forms of communication
in driving brand perception and business
performance. Combining this strength with the
relatively low cost of creation and distribution
makes branded content an efficient investment
for brands of all sizes.
Momentum by marketing format
▼▼ Event
sponsorship
▼▼ Branded content
▼▼ Social media ad
▼▼ Print ad
▼▼ Email ad
▼▼ TV ad
Source: Arnold Worldwide Content Marketing Study 2014

If content has the potential to rival all other forms of
marketing in driving consumer engagement, conversation
and business performance, the content engine is at the
heart of this success. While all effective content systems
are supported by robust distribution and measurement
strategies, what you choose to put into that system
comes first.
GETTING TO GREAT
CONTENT THAT WORKS

Through our research and experience, we have
developed five principles that brands should follow
in order to get to great content that works. From
identifying and understanding the target consumer
to aligning with key objectives and desired behaviors,
applying these guidelines will help fuel a content
engine that delivers meaningful relationships with
consumers while driving superior business impact.

FIVE PRINCIPLES
FOR GETTING TO GREAT CONTENT THAT WORKS
Know Your Audience
Align with Business Objectives
Be Human
Design for Desired Behavior
Keep it Real

Know Your Audience
Great content is relevant and valuable to its user,
so a clear understanding of who the intended
audience is and what matters to them is key.
The more focused the target demographic or
mind-set, the easier it will be to create content
that matches their interests and identity.
In addition, different consumer groups interact
with content in distinct ways. From our survey,
we saw clear differences in attitudes and
behaviors across the basic demographic lines of
age and geography alone. We highlight some of
these differences for two groups on the following
pages. Beyond subject matter, this impacts the
type of content that a particular user is most
likely to engage with based on qualities such as
tone, format and platform.
By getting to the bottom of who the customer
is, how they behave and what makes them tick,
brands can begin to develop insights about
their target audience that will not only inform
engaging content, but allow them to differentiate
from the competition. As the sea of online media
vying for consumer attention continues to
expand, these unique insights become essential
in order to break through the noise and stand out.
Chinese consumers of all
ages are highly engaged
in online activities—
two-thirds have shared
content on social media in
the last week.
In the US, Boomers are
more likely to share
content with friends via
email while Millennials
post to social media.
Frequent content sharers
represent one-third of all
consumers and are the
most likely to create their
own content.
Chinese consumers are
more focused on self-
image, sharing to reflect
their interests, while
US and UK consumers
share to entertain their
networks.
Millennials’ posts on
social media are more
likely to get shared or
reposted by friends on
the same platform.

THE MILLENNIAL CONSUMER
Digitally-Savvy
Early Adopters
As expected, Millennials are significantly
more active in their interactions with online
platforms and content—from sharing and liking
it on social networks to clicking on it in emails.
They are also leaders in the digital space, self-
described as the first to be doing and checking
out new things, though highly concerned about
crafting a positive online identity.
Millennials
Global consumers
19%
28%
42%
31%
30%
19%
56%
67%
49%
36%
53%
43%
Shared content via social
media in the last day
Clicked on a link to
content on social media in
the last day
Posted photo/video in
the last day
Concerned with how
others perceive them
online
“Liked” a piece of content
on social media
Frequently the ones doing
new things first

THE CHINESE CONSUMER
Attitudes Impacted
By Cultural Values
Compared to their US and UK counterparts
(who post content primarily to entertain or
inform others), Chinese respondents have a
more inward approach to sharing, with greater
emphasis on how it reflects their own views and
online presence. They are also more engaged
with pop culture and concerned about sharing
controversial views or information.
67%
47%
64%
41%
23%
31%
19%
31%
64%
46%
61%
52%
Shared content via social
media in the last week
Shared spiritual content
Shared content to
entertain others
Didn’t share because
content was too
controversial
Actively engaged in
pop culture
The brands they buy
represent who they are
Chinese Consumers
Global Consumers

Align with Business Objectives
As consumers move through their journey
with a brand, their behaviors and interests
will evolve. Understanding when and how
these changes occur is necessary in order to
deliver content that is relevant and engaging
throughout.
By mapping the consumer decision process for
their category, brands can uncover the needs
or barriers that content can address at each
stage and the influences or triggers that inform
content placement and design.
As the complexity of the content strategy
grows, it’s important to note that a focus
on building consumer relationships doesn’t
mean losing sight of business objectives.
Content strategies should be designed to drive
consumer behaviors that ultimately benefit the
bottom line. In fact, the scope of your content
strategy should be determined based on
business goals.
For example, brands that aim to drive
awareness will focus on upper funnel topics
and triggers that are relevant to their category,
while a strategy to grow brand loyalty and
advocacy should identify lower funnel
interests and unmet needs in the lives of
existing customers.
It could be that a content system aims to
address consumers throughout the entire
journey, but aligning business objectives with
the scope of content generation from the outset
ensures that brands are investing in the type
of content that is most likely to impact the
metrics they care about.
Trusted
Advisor
Awareness Consideration Preference
Needs
Barriers
Influences
Triggers
Action Advocacy

Brand Purpose
Helping women cut through the clutter of the
beauty world.
Values
Approachable expertise
Target
Curious beauty enthusiasts
Insight
Many women enjoy experimenting with hair and make
up to create new looks, but want guidance in finding
and using the right products. Often they look to “how-
to” bloggers and experts for advice.
Objective
Increase awareness
Content Strategy
As a new player in the field of cosmetics, the brand
needed to get people’s attention. The team leveraged
expertly crafted content on social media and blogs
to reach new users and attract them to the main
site, where they had access to a comprehensive
encyclopedia of beauty tips and products. The quality
of their content gained consumer trust, with word of
mouth from early adopters driving buzz and fueling
triple-digit business growth.
Every piece of content on Birchbox™
uses a
conversational tone to deliver helpful advice and
playful imagery. Each post is reviewed against a
brand book developed by editor-in-chief Mollie Chen.
Source: Company site, Contently
GR
E
A T C O
N
TENT
IN
ACT
I
O
N

Be Human
Knowing your consumer and what drives them is
the foundation for creating relevant content and
building a strong relationship with your brand.
But this relationship doesn’t form overnight. It
is the combination of multiple interactions and
experiences that leads to increased brand equity
and trust.
Building brand experiences is a lot like building
personal relationships. As consumers continue
to avoid communications that shout or interrupt,
it’s important that all interactions with the brand
feel natural, honest and human.
Particularly in the early stages of a relationship,
brands must focus on getting to know prospective
customers, demonstrating the value they can
offer by listening to them, and delivering content
that addresses their needs. When the consumer
is ready to connect or transact, brands should be
there to offer information and services.
The pathway through these touch points is
rarely linear and can last anywhere from one
day to several months depending on the
dynamics of a particular category and consumer.
Effective content systems provide the flexibility
to address the needs of consumers where and
when they arise.
Gain
credibility
Open
up
Reach an
agreement
Get to
know them
Stay
in Touch
Make
introductions
Be sociable; start a
conversation based
on something you
have in common.
Listen and gather
information—no
one likes those
who only talk about
themselves.
Let them know
what’s important to
you and what you
stand for.
Continue to be
relevant: provide
value in new and
unexpected ways.
Offer value and
utility; show what’s
in it for them.
Be ready to close
the deal when the
time is right.

Brand Purpose
Bringing safe and clean drinking water to
developing nations.
Values
Simplicity, transparency
Target
Almost philanthropists
Insight
Many individuals are interested in supporting a
charitable cause, but several key barriers deter
people, including a lack of transparency about where
the donation they provide actually goes.
Objective
Drive engagement
Content Strategy
Charity: Water created an online platform where
donors can set up and promote a fundraising event,
sharing their stories with others to fuel further
donations. Donors receive updates on the locations
and people they help, and for every country covered
there are blogs and individual stories on the location
and people who live there. The organization raises
more than 75% of its funds through digital channels.
Site content is straightforward, detailed and in-
depth, providing extensive transparency around the
role of funds donated—100% of which go directly
to fieldwork.
Source: Company site, The Good Agency
GR
E
A T C O
N
TENT
IN
ACT
I
O
N

Design for Desired Behavior
Different consumer groups interact
with content in different ways, but this
behavior can be influenced by the format
of the content they encounter. Brands
can leverage this knowledge to further
drive behaviors that align with business
objectives.
For brands looking to increase awareness
with limited investment, sharing is a key
mechanism. By producing content that
current and new consumers pass on to their
networks, the reach of branded content
can grow substantially at no extra cost.
Conversely, if brands want to drive deeper
engagement and loyalty, they should
produce content that current customers
actively search for and seek out.
But what does “shareable” or “seekable”
content look like? Through our survey,
we confirmed the type of content that
was most likely to result in each of
these behaviors.
Most consumers share content in order
to entertain and connect with others,
preferring fun images they can easily post
on social media or send via email.
In contrast, consumers are most likely to
search for informative content on topics,
products or events that already interest
them and will go directly to trusted
company sites to find it—a positive sign
for brands looking to become content
hubs for their most valued users.
While these findings aren’t necessarily
surprising, they confirm the potential for
brands to tailor the format and style of
content to amplify its impact.
61%
58%
52%
65%
55%
54%
31%
26%
24%
69%
53%
48%
74%
67%
56%
69%
64%
59%
52%
43%
37%
75%
59%
58%
1st 2nd 3rd 1st 2nd 3rd
61%
58%
52%
65%
55%
54%
31%
26%
24%
69%
53%
48%
74%
67%
56%
69%
64%
59%
52%
43%
37%
75%
59%
58%
1st 2nd 3rd 1st 2nd 3rd
Top content features by user behavior
Content Consumers seekContent Consumers share
Funny Informative
Images Full articles
Entertain Find more
info on an
existing topic
Facebook Company
site
Informative Factual
Full articles Images
Connect with
a friend
Find product
or company
details
Email Editorial
site
Factual Funny
Short posts Short videos
Show my
opinion
Find info on
a recent
event
Twitter Facebook
TONE
FORMAT
PURPOSE
PLATFORM

Brand Purpose
Delivering a fun and memorable vacation experience.
Values
Fun for All
Target
Adventurous cruise rookies
Insight
Following a series of negative incidents that shook
consumer faith in the cruising category, many
adventurous holiday-makers needed reassurance
that cruises were still a fun and trustworthy option.
Objective
Promote trial
Content Strategy
To overcome category barriers, Carnival®
leveraged
the experience of its guests to demonstrate cruises
were a fun, relaxing alternative to land vacations.
Armed with smartphone cameras, experienced
cruisers and rookies alike posted real-time vacation
images to the Carnival Moments Tracker. Visible to
all, these images were shared 3.2M times on social
networks and contributed to the largest improvement
in brand perception of any US brand.
Using a lighthearted and energetic tone, all Carnival
content embodies the “fun” and approachable
personality of the brand while showcasing the full
experience of a cruise vacation.
Source: Company sources, You Gov
GR
E
A T C O
N
TENT
IN
ACT
I
O
N

Keep it Real
By looking at how the specific qualities of content
impact its ability to drive Brand Momentum, we are
able to verify what makes great content in the eyes
of consumers.
Our results confirmed that when it comes to consumer
perceptions and brand impact, what goes into the
content system matters most. The format, frequency,
platforms and even editorial collaboration all come
second to the style and substance of each post.
First and foremost, effective content must be
informative and objective, providing utility to the user.
But in second place is the desire for authenticity—it’s
more important that content be true to the values and
personality of the brand than be related to a specific
product or category. Without aligning with these
inputs, brands risk producing content that fails to
build meaningful relationships with users and that
will diminish or destroy existing equity over time.
Momentum by content attribute
Dynamism
Trust
▼▼ Related to recent
events
▼▼ Informative
and objective
▼▼ Published
frequently
▼▼ Produced in association
with a news site
▼▼ Produced in association
with customers
▼▼ Authentic to
brand values
▼▼ Related to product
or category

Brand Purpose
Grabbing life by the bottle.
Values
Fresh, bold and vibrant
Target
Ambitious Millennial artists
Insight
Young artists eager to make their mark on the world
are filled with passion and energy, but they have to
deal with ongoing rejection and obstacles to success.
They need inspiration to keep the fire alive.
Objective
Inspire loyalty
Content Strategy
Videos, GIFs and photos on Tumblr provide a
platform for inspiration and conversation. Dynamic
multimedia helps fuel discovery and connect with
those interested in music and striving to succeed.
Partnerships with celebrities, publications and
numerous up-and-coming artists ensure the site’s
relevance with its target audience. In a low-touch
category, the brand saw 10% growth in customers
in 2013.
Consistent with the brand and standing out from the
category, content is contemporary, inspirational and
personality-filled—offering a strong point of view on
success and pushing forward.
Source: Company site, Nielsen
GR
E
A T C O
N
TENT
IN
ACT
I
O
N

KEY QUESTIONS
FOR BRANDS
Know Your
Audience
Great content always starts with
the consumer. Develop a clear
understanding of who they are and
what matters to them most.
→→ Who is our target?
→→ What are their interests and
behaviors?
→→ What unique insights are relevant to
our category?
Align with Business
Objectives
The scope of your content
marketing strategy should be
informed by its role in driving
business objectives.
→→ What is our core business objective?
→→ How does this align with the
consumer journey?
→→ What are the interests, needs or
barriers we must address?
Be Human
Treat your content interactions like
personal relationships. Get to know
the user, gain credibility and be
there when they need you.
→→ Where are we in our relationship with
the customer?
→→ What do we need to do to
demonstrate our value?
→→ Where do we have permission
to engage?
Design for
Desired Behavior
Amplify the impact of your content
by using platforms and formats to
incentivize actions that align with
desired results.
→→ How do our goals tie to consumer
behavior?
→→ What type of content will drive this
behavior?
→→ What platforms and channels do we
need to leverage?
Keep it
Real
Content marketing is a long-term
game—remaining authentic and
consistent throughout the process
is essential.
→→ What do we stand for?
→→ What is our brand personality and
tone of voice?
→→ How do we deliver value in a credible
and authentic way?

CLOSING THOUGHTS The changing landscape of online media and
consumer behavior provides both an opportunity
and an imperative for brands to update the way
they are interacting with consumers. As both
creators and curators of relevant and engaging
information, brands can leverage content
marketing to continue building meaningful
relationships while delivering on business goals.
Whether content is the cornerstone of a brand’s
marketing strategy or simply one component of
a broader media mix, the same principles apply in
getting to great content that works.
The consumer is the driving force behind content
design: their interests provide subject areas on
which to focus; their needs dictate the value you
can offer; their behaviors highlight the formats and
distribution platforms to engage them.
On top of this foundation, business and brand
filters are applied. Business objectives allow you
to focus your strategy on the areas that will drive
greatest impact and ROI. Infusing the values and
personality of your brand enables you to deliver
content in a consistent and credible way.
These principles form the inputs for an effective
content generation engine. When coupled
with a robust distribution, measurement and
optimization system, this engine has the potential
to drive brands and businesses to success in today’s
new world.
THE CONSUMER IS THE DRIVING FORCE
BEHIND CONTENT DESIGN

ARNOLD ON
Arnold On is brought to you by the Arnold Strategic
Insights Group. This edition is based on the results of a
global online survey of 1,500 adults conducted in 2014,
as well as secondary research.
Arnold On explores cultural, consumer, brand and business
trends that are directly impacting marketing today. Through
a combination of cultural observation and proprietary
qualitative and quantitative research, we aim to uncover
meaningful shifts in attitudes and behaviors and provide
marketers with ways to harness these trends to benefit
their brands and businesses.
The content in this edition of Arnold On was developed by
Scott Bradley and Li Zhou, Business Strategy, and Brian
Babineau and Rob Schipul, Social and Content Systems.
Interested in learning about how content marketing can
help your brand? Contact Lisa Unsworth for more info.
© 2015 Arnold Worldwide. All rights reserved. All trademarks are © their respective owners.

Arnold On: Content Marketing Report

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