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Luke Girgis' Presentation at Mumbrella's Publish Conference
- 3. THE TRUE MEASURE OF CONTENT MARKETING: CAN PUBLISHERS (AND BRANDS) REALLY WIN?
- 5. Clicks ENGAGEMENT WHAT THE HELL ARE YOU TALKING ABOUT? Reactions Comments Shares
- 6. CONTENT MARKETING IS THE CREATION, NOT THE DISRUPTION OF ART
- 7. disrupting art: video ads. 82% 63% 32% Source: Deloitte Media Consumer Survey 2018 will skip an ad if given the option. will abandon content if they can’t skip the ad.. use ad-blocking software to avoid ads entirely.
- 8. disrupting art: display advertising. 0.05% average display advertising CTR 5% our content’s minimum engagement rate 19% 42% 25% 54% unaided ad recall aided ad recall Branded content is 2x more memorable than display advertising Source: IPG Media Lab, Storytelling: The Current State of Branded Content Delta(Test-Control) * Statistically significant difference between test vs. control at >= 90% confidence Statistically significant difference between display & branded content at >= 90% confidence Control n=315, Display Ads n=336; Branded Content n=326. Branded Content without display
- 9. CONSUMERS LOVE CONTENT MARKETING, WHY DON’T AUSTRALIAN MARKETERS?
- 10. PAIN POINTS 1) Can’t demonstrate ROI 2) Don’t know how to do it well 3) Too hard
- 11. the future is content marketing. Content marketing Content marketing
- 12. 1) can’t demonstrate ROI our average content marketing engagement: 5% media industry average content engagement: 0.4% display ads average CTR: 0.05% REACH 500K 100K BUDGET $12.5K $20K ENGAGEMENT (5%) / CTR (.05%) 2.5K 5K 10% CONVERSION 250 500 COST PER CONVERSION $50 $40 ART DISRUPTION ART CREATION
- 13. HOW ARE U.S. BRANDS DOING CONTENT MARKETING? 2) don’t know how to do it well
- 18. IS CREATING GOOD CONTENT GOOD ENOUGH?
- 19. NEED TO GUARANTEE ROI
- 20. AWARENESS CONSIDERATION CONVERSION WE CREATE & MARKET A“DEMO CATCH” CONTENT PIECE1 Music Partnership 2019 content marketing funnel : guaranteeing ROI
- 21. AWARENESS CONSIDERATION CONVERSION WE CREATE & MARKET A“DEMO CATCH” CONTENT PIECE1 WE RE-TARGET FANS VIA QUESTION OR DISCUSSION FOR EMOTIONAL BUY-IN 2 Music Partnership 2019 content marketing funnel : guaranteeing ROI
- 22. AWARENESS CONSIDERATION CONVERSION WE CREATE & MARKET A“DEMO CATCH” CONTENT PIECE1 WE RE-TARGET FANS VIA QUESTION OR DISCUSSION FOR EMOTIONAL BUY-IN 2 WE RE-TARGET AGAIN WITH THE FINAL CONVERSION PIECE WITH CALL TO ACTION3 Music Partnership 2019 content marketing funnel : guaranteeing ROI
- 23. 1. The publisher does all the heavy lifting! 1. If it comes from a brand, audience assumes it’s an ad before they even look at the content 1. Publishers can be more bold, and (with permission) break super slick brand rules because publishers are not the brand the publisher advantage Lower cost per reach + better engagement rates = better ROI 2) don’t know how to do it well
- 24. BUT MY BRAND IS NOT RISK TAKING?
- 25. $7.10 Our CPL? $30-$100 The average CPL for WSU? high quality leads cheaply
- 26. BUT WE ARE A SMALL BUSINESS, WE DON’T HAVE BIG CONTENT MARKETING BUDGETS?
- 27. we put our money where our mouth is NOV 2018 DEC 2018 $70K $80K
- 28. CAMPAIGN REACH 889k No. of approx Hottest 100 voters 1M ENGAGEMENT: 8% we put our money where our mouth is
- 29. HOW CAN AUSTRALIA GET UP TO SPEED AND IN THE MONEY?
- 30. THE PROBLEM 1. Agencies aren’t controlling much of the content marketing buy 2. Brands don’t see the ROI in content marketing, so it’s always the first thing cut from budget 3. Publishers aren’t delivering ROI KPI’s, simply coming up with cool ideas and producing them.
- 31. THE SOLUTION 1. AGENCIES: if your publisher isn’t coming to you with a funnel approach or ROI on their content marketing plan, tell them to try again. They can't just come up with cool ideas and end it there 2. PUBLISHERS: Make the life of the agency easier, give them the tools they need to help win more content marketing business from brands 3. BRANDS: If you don’t understand, then put the responsibility back on the agencies and publisher to teach you.
- 32. WHAT WOULD IT DO FOR YOUR CLIENT? WHAT WOULD IT DO FOR YOUR BUSINESS? WHAT WOULD IT DO FOR YOUR CAREER? IMAGINE IF YOU REALLY INVESTED AND PRODUCED AMAZING CONTENT MARKETING?