How to Hit the Jackpot with Content Marketing Strategy: Content is King
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How to Hit the Jackpot with Content Marketing Strategy: Content is King A step-by-step guide to building a content marketing strategy for your organization, business or cause. From often overlooked aspects of planning to what you truly need to measure. Ryann Petit-Frere, Manager of Digital Media Strategy at the California Lottery provides a guide to developing a content marketing strategy for your social and digital efforts. Covers: 2014 Figures on Internet and Social Media Usage Tips for Influencing Organizational Culture A Guide to Understanding Your Audience How to Create and Curate Engaging Content How to Maximize Distribution of Your Content Distribution Channels Viral - Fails #myNYPD Analytics Created for the Sacramento Business Journal and Sacramento Social Media Club Annotations: "Managing Content Marketing" - Robert Rose Pew Research Internet Project "The Science of Emotion in Marketing" Courtney Seiter, Buffer Blog "Emotional Ads Work Best" Roger Dooley, Neuromarketing B2B Content Marketing Trends, Content Marketing Institute/ Marketing Profs California Lottery 2013 Report to the Public
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How to Hit the Jackpot with Content Marketing Strategy: Content is King
- 1. CONTENT MARKETING: CONTENT IS KING W/ @SMC SAC @SAC B I Z R YA NN P E T I T - F R E R E @R E P E T I T F R E R E
- 2. The Landscape 87% Today 5 Years Ago Pew Research Internet Project, Internet Usage Over Time by American Adults, January 2014 79% American Adult Internet Usage @REPetitfrere
- 3. The Landscape 5 Years Ago Pew Research Internet Project, Social Media Usage Over Time by American Adults, January 2014 47% American Adult Internet Users on Social Media 74% Today @REPetitfrere
- 5. “The California Lottery is a $5B organization that communicates B2B2C2G.” Useful Information: @REPetitfrere
- 6. Presentation Outline Define Our Audience Big Buckets What type of business do you represent? How much are you investing in the cost of digital media production and media purchases? How regularly are you creating original content? Planning Content Distribution Analytics @REPetitfrere
- 7. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Sell In the Concept @REPetitfrere
- 8. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Sell In the Concept Build a Documented Content Plan Based on Business Goals Digital Media Strategy Program Social Media and Content Program Campaign Content @REPetitfrere
- 9. “Content marketing is a multi-tool for business success not just marketing success.” Useful Information: @REPetitfrere
- 10. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Sell In the Concept Build a Documented Content Plan Based on business goals Understand Your Audience To the extent we understand all aspects of their lives. Audience drives content. Consumer Journey @REPetitfrere
- 11. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Understand Your Audience Consumer Journey Discovery Consideration Intent Trial Repeat Purchase Loyalty/ Advocacy @REPetitfrere
- 12. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Understand Your Audience Consumer Journey – Don’t Underestimate Discovery @REPetitfrere
- 13. Buckets Planning - Sell In the Concept - Goals from Biz Plan - Understand Audience - Plan for Success Content Distribution Analytics Sell In the Concept Build a Documented Content Plan Based on business goals Understand Your Audience Plan for Success 2014 B2B Content Marketing Trends – North America: Content @REPetitfrere Marketing Institute/ Marketing Profs
- 14. Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality Adding value to the consumer? Adding to the online conversation on the topic? Uniquely informational or entertaining? Campaigns based on emotion perform twice as well as campaigns based purely on information. So… “Emotional Ads Work @REPetitfrere Best” Roger Dooley, Neuromarketing
- 15. Useful Information: “Stop the technical talk and release the soul of your brand.” @REPetitfrere
- 16. Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality 1961 “Coke Keeps You Thin” 1970’s “It’s the Real Thing” Today “Happiness Machine” Today “Small Worlds Machine” @REPetitfrere
- 17. Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality “The Science of Emotion in Marketing” @REPetitfrere Courtney Seiter, Buffer Blog, March 2014
- 18. Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality Adding value to the consumer? Adding to the online conversation on the topic? Uniquely informational or entertaining? Campaigns based on emotion perform twice as well as campaigns based purely on information. “Emotional Ads Work @REPetitfrere Best” Roger Dooley, Neuromarketing
- 19. Happen Matter More Than Money Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality Development Bigger Powerball Dream Believe Anticipation @REPetitfrere
- 20. Buckets Planning Content - Quality - Development - Maximize Distribution Analytics Quality Development Content Curation Swayy Curata Flipboard Digg StumbleUpon Delicious “Content Marketing Tools: The Ultimate List” – Pawan Deshpande @REPetitfrere
- 21. “To give your content success a boost, think headlines, visuals and click for more.” Useful Information: @REPetitfrere
- 22. Buckets Planning Content - Quality - Development - Production Distribution Analytics Quality Development The biggest content marketing challenges businesses have: 1. Lack of Time 2. Producing Enough Content 2014 B2B Content Marketing Trends – North America: Content @REPetitfrere Marketing Institute/ Marketing Profs
- 23. “Content is that little black dress that can be dressed up or down for every occasion.” Useful Information: @REPetitfrere
- 24. Buckets Planning Content - Quality - Development - Production Distribution Analytics Quality Development Maximize Production 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/ Marketing Profs @REPetitfrere
- 25. Buckets Planning Content - Quality - Development - Production Distribution Analytics Quality Development Maximize Production California @REPetitfrere Lottery Report to the Public - 2013
- 26. Buckets Planning Content - Quality - Development - Production Distribution Analytics Quality Development Maximize Production @REPetitfrere
- 27. Buckets Planning Content - Quality - Development - Production Distribution Analytics Quality Development Maximize Production Lowes Vine #lowesfixinsix Champs Instagram #adicolorTV Series @REPetitfrere
- 28. “Cats watch out @LilJon is taking over the internet.” Useful Information: @REPetitfrere
- 29. Buckets Planning Content Distribution - Channels Analytics Channels Owned – Site/ Blog, Email, SEO, Social Paid – Social, Search, Display, Mobile Outbrain, Taboola Earned – Influencers, Viral #Do and #D’oh @REPetitfrere
- 30. Buckets Planning Content Distribution - Channels Analytics Channels Earned – Viral WIN – Philanthropic Narcissism: ALS Association Ice Bucket Challenge = #Do Alchemy of a Viral Video – Thinkmodo Every video is unique, hasn’t been done before Show behind the scenes to build anticipation Rely on human psychology – we all want to see people’s reactions to things Place content where it’s easily shared Cannot be predicted. @REPetitfrere
- 31. Buckets Planning Content Distribution - Channels Analytics Channels Earned –Viral FAIL – Know Your Audience: #myNYPD Twitter Campaign = #D’oh @REPetitfrere
- 32. Buckets Planning Content Distribution Analytics Analytics Goals Dictate Metrics Measure What You Need To General, Consumption Engagement Interest Sales @REPetitfrere
- 33. Presentation Outline Big Buckets Key Takeaways Planning Content Distribution Analytics Content goals based on business plan Develop content that adds value Maximize your content Only measure what you need to @REPetitfrere
- 34. THANK YOU CONTENT MARKETING: CONTENT IS KING W/ @SMC SA C @SA C B I Z R YA N N P E T I T - F R E R E @R E P E T I T F R E R E
Notes de l'éditeur
- Hi my name is Ryann Petit-Frere and I’m the manager of digital media strategy at the California Lottery. I want to thank the Sacramento Business Journal and the Sacramento Social Media Club for inviting me to speak About this truly fascinating and what should be fundamental way that businesses communicate today. Today’s topic is Content Marketing. Whether, you represent a large or small business, or are selling to consumers, other businesses or attempting to influence perceptions Content marketing is one thing we all need to understand to be successful in today’s digital age
- But I’m preaching to the choir because if you didn’t know that or didn’t care, you wouldn’t be here. You already know that the explosion of digital media, social media, video, streaming content and the catchall of app usage has significantly changed consumer behavior over the years. And this change in consumer behavior has fundamentally changed the marketing landscape. You know that in order to evolve and succeed in it, you need to understand the intricacies of how it works and will continue to evolve. And here’s how we know… Internet usage is only growing. Five years ago 79% of American adults were online versus 87% and that usage is highest in high household incomes and highest with those with either some college education or those holding degrees
- At the same time and at a higher rate social media usage is growing, significantly. Five years ago 47% of adult internet users were on a social site versus 74% today. It’s not just millennials. There’s significant use across all ages and incomes. With nearly 50% of people 65+ online. And these figures and the opportunity to reach these audiences will only continue to grow. I think we can all agree, those who are here first, will serve to benefit most. Hopefully, I’d like to tell you some things today that you don’t know…
- Prior to my role as the manager of digital media at the California lottery, I’ve always maintained some responsibility in digital communications in previous positions. In addition to being a digital native having grown up playing video games and spending too much time on the internet doing things like chatting online, using early blogs or “live journals,” the first profile-based communities like MOC, which preceded today’s social networks, My first job out of college was to put content online, produce newsletters. Back in 2006, web-based communication and tasks were considered less important outreach and communications tools, overshadowed by traditional mediums like television, radio, print and even direct mail. Thus, they were relegated to lesser staff Luckily, that allowed me to participate in a professional manner in this space over the past 8 years. Over the past 8 years I’ve worked in the non-profit sector/ 3rd-house government for a technology trade association, I’ve worked in the private sector in traditional media, online couponing and as a social/digital consultant to in biotech, real estate, workforce development, a small business, and even other state agencies and I currently work in the public sector as a gubernatorial appointee at the Lottery.
- Useful Stat: Lottery is a $5b organization that communicates B2B2C2G. Large range of goals, several audiences and several messages. Hopefully I will provide examples that are relevant to everyone here today.
- The conversation about content marketing is so rich that we could have a four hour discussion about it and its aspects. But I’m sure your’e excited to get to work today. So, to make the best use of our time, I’d like to get a sense of our audience, break the conversation into four buckets and provide time for discussion at the end of the presentation. Audience - I have three questions to define the audience for this presentation which will allow me to tailor it for better relevance to you Type of Business B2B - Service or solution provider B2C - Selling to consumers, consumer packaged good B2G - Selling to influence, solicit contributions for Resources - How much you investing in the cost of digital media production (not including development of a mobile app) and media purchases (banner ads, Facebook advertising) No-low: $0 - $75k Mid: $75 - $250k High: $250k + Content Volume - How regularly are you creating original content? (newsletters, video, pictures, blogs, email, SMS, whitepapers) Low: Anticipating or planning to launch content Mid: Some original content yourself on a MONTHLY basis High: Regular original content on a WEEKLY Buckets – Key Points to Each
- I attend a number of conferences where I receive valuable information that can really transform my business and the businesses I work with One of the things I find most frustrating is that there’s always plenty of time spent talking about what we should do but never enough time of answering the truly hard questions: How do you change culture to get there? We as professionals in an emerging and ever changing field often have the invisible job title as “change managers” And, it’s no different for content marketing. So how do we sell in the concept of content marketing into the business in a way it becomes part of our business strategy and is budgeted. How do we sell in the fundamentals of content marketing like “not every piece of content works” “content marketing is partially a research process” in a way that’s understood by key decision makers One approach from the geniuses in the content marketing space, Robert Rose, is to sell in the case for innovation. Build a small experimental team. Funded through savings in marketing efficiency. Note Google 20% of staff time to innovation. The other is to intertwine in existing business practices. Three key questions to gauge tolerance for trying new Team, efforts, budget, Plan with deliverables
- Use of content and distribution channels must stem from the need to meet a defined business goal. Ask yourself, “What business goal am I trying to reach?” Think broadly and beyond marketing, it’s important to acknowledge the pedals of content marketing also include sales, customer service, public affairs and other divisions. My content strategy is woven into many parts of our business. Interaction with the content/social unit helps educate interdivisionally, locate sources of funding outside of the marketing budget, helps to establish overall value. As an organization with multiple audiences we use content to communicate retailer bonus rates with infographics, public awareness with LinkedIn content, There are opportunities to provide deeply valuable online information from our customer service department. -> Remember this when developing your plan: Content marketing is a multi-tool for your business not just your marketing division.
- Remember this: Content marketing is a multi-tool for your business not just your marketing division.
- The next thing up is, it’s critical to understand your audience. To the extend that you understand all aspects of their lives. That sounds creepy. But inorder to resonate with them and provide them what they want, you need to know who they are, Their attitudes and believes. Remember, to sell in this fundamental concept. “content strategy is consumer driven marketing.” Content should be driven by what the consumer wants and as you produce content, the more you’ll learn about what effectively engages them. State and local governments are particularly challenged by this. Fearing loss of control of the message, they produce self-promoting content instead of engaging in the bigger issues and preherial discussions their audience truly wants to have. We did blank today. It’s like reading a very boring journal. Once brands understand their audience and accept that content marketing and social marketing are consumer-driven mediums, they’ll become relevant to consumers operating in this space. The concept of “understanding your audience” can be teased out fairly intricately while with limited resources it can be hard to come by behavioral and attitudinal consumer data (Facebook is a helpful resource for this), one critical tactic is to simply define your audience’s attitude at each step on the path to purchase or act. Or what we call, the Consumer Journey.
- Develop content for each step in the online “consumer journey” or “path to act.” Basic: Discovery -> Consideration -> Intent -> Trial -> Repeat Purchase -> Loyalty/Advocacy
- Don’t underestimate content to help consumers discover their desire for your brand, product or service For example, I’m from the midwest where we love our Packers and love to taligate with beer, brats and cheese. So, I’m on ESPN, Slef.com something that looks like deep-fried deliciousness I click the link and it takes me to a recipe for “Bang Bang Buffalo Cauliflower” on “Carrots ‘n’ Cake A food blog I would have never known about for a food I would have never discovered I wanted.
- It’s okay to start small and scale up. The businesses that are profiting most from content marketing tend to have some common characteristics: This is a comparison of the most effective to the least effective B2B marketers. Those reporting the best returns on their content marketing efforts Their characteristics include * Dedicated person * Range of content types * Range of social platforms * Invest in content marketing * Have figured out how the secrets of producing “engaging” content The businesses who do this best have realized that this is a bit of a science. As I mentioned before, content marketing is part research.
- A truth we’ve all come to realize and experience first hand is that We live in a world where we’re bombarded with messages. It has made us selective about what we respond to and the how long we engage. As communicators we are challenged with cutting through the noise to grab attention, maintaining engagement, and inspiring action. We know through conversion data and intrinsically in our own online user experience, what ENGAGES consumers and is QUALITY content. Quality in what’s being said, not necessarily production value. We need to ask ourselves is your content adding value to the consumer they couldn’t get elsewhere, are you adding to a conversation about a topic that matters to them? Is it uniquely informational or entertaining? If you’re strictly marketing the technical benefits of your product or service, you’re marketing wrong. Social scientists have proven that campaigns based on emotion perform twice as well as campaigns based purely on information. Unfortunately, most businesses still market with their selling-proposition-foot first. For the consumer, emotion trumps logic and to be successful content marketers, we need to step away from our precise product or service benefits and release the soul of our brands. -> Stop the technical talk and release the soul of your brand.
- Stop the technical talk and release the soul of your brand. -> Now, I know what you’re saying: “But Ryann, there’s nothing interesting about my brand outside of exactly what it is.” Let me show you an example of how one brand has evolved to do this best:
- Now, I know what you’re saying: “But Ryann, there’s nothing interesting about my brand outside of exactly what it is.” Let me show you an example of how one brand has evolved to do this best: Cocoa Cola is one of the earliest and best to have employed this tactic “lifestyle marketing” “marketing sideways”. Long ago CC abandoned their unique selling proposition and direct product benefits for the emotion that described the soul of their brand “uniting people through happiness.” Old execution from 1961 “Coke keeps you thin” - http://youtu.be/8zTDbpxT8ZI, 1970s “It’s the real thing” http://youtu.be/ib-Qiyklq-Q, And since, has touched people content that reinforces their brand story. Here are a couple executions Hug Me Machine - http://youtu.be/-A-7H4aOhq0, Happiness Machine - http://youtu.be/lqT_dPApj9U Small Worlds Machine - http://youtu.be/ts_4vOUDImE, Coke and Diet-Coke remain the top two selling brands of soda in the US, and the #3 most valuable brand in the world according to Forbes
- Here’s another example… A story from the Harvard Business Review curated in a Buffer Blog post earlier this year, Generac, a generator manufacturer, surveyed their customers by asking them to sketch their experience with the generators. Men drew drawing generators as superheroes protecting their family, and women drew the fear of being without one like sinking on the Titanic. Once they understood the emotional connection their audience had to Generac generators they changed their marketing from technical specs to testimonials of consumers telling their stories of how Generac saved their lives and homes. Releasing the soul of their brand has helped their business double in the last 2 years to $1.2 billion.
- Using peripheral component of your brand story to resonate with your audience is a difficult paradigm shift in marketing strategy for businesses. But it must be accepted to really do content strategy well. The content often shared online are not just stories and videos. They’re shared emotional responses.
- So how do we get to the soul of our business/product to develop content that humans respond to? It’s sometimes difficult for us to ideate content. 1. Some of the methods I recommend and we use at the California lottery are “hub and spoke” approach, where, with the consumer in mind, we start with the product and map ideas the value the brand represents to the consumer, the content ideas are then prioritized and tested. (Example Believe Microsite) 2. Use insight from the social space from the conversations of our followers. 3. Content marketing has been around forever, it’s just evolving. So, you can also refresh content you’ve created in the past. Think of the content you’ve created in the past and how it would translate to the context of digital and social media.
- Another important approach to content development is content curation. Content curation is the gathering of information and content from around the web and linking to it in one location. Usually this is done around a specific topic or subject matter and is key, if you want to establish yourself as a subject matter expert on a topic. The web is a sharing web as long as you provide appropriate attribution. Tools: Content Discovery Platforms: Swayy (free to low cost), Curata, Flipboard (scour the webs to learn your preferences to suggest relevant content), bookmarking tools (digg, Delicious, StumbleUpon, Pinterest, Reddit) We don’t actually use others content in our efforts due to risk around copyrighted material. However, sharing is a fundamental part of the web and how content gets distributed. If you do curate content, it’s important to provide the appropriate attributions for where the content came from. And link back to original content. -> And here’s a final tip on content development
- And here’s a final tip on content development: To give your content success a boost, think headlines, visuals and click for more. Headlines are the front line: social posts, press releases, blog posts, email subject lines Click for more: provide a path of content for the viewer = Visual Content - The importance of visual content cannot be underscored. It seems everywhere you turn online the ratio of visual content to text is increasing in visual (video, photo, graphics) favor. A picture is truly worth 1,000 words as evidenced by the evolution of our social platforms. Facebook edge rank algorithm has optimized for visual, the new Twitter layout more visual, the rise of visual-based communication with SnapChat, Vine, Instagram video and popularity of picture-list-news, Buzzfeed. A 2014 forecast by Cisco’s Visual Networking Index, says that globally, online video traffic will be 79% of all consumer internet traffic in 2018, up from 66% in 2013 According to comScore, YouTube was the second most used mobile app in the US in 2013, only preceded by Facebook The perfect “content sandwich” includes good headlines and CTA: Headlines & CTAs - No matter how ideate content, the competition for the click starts with a good headline some key takeaways are to (keep it short and speak to the reader “what benefit will they get from the click?”). Don’t leave your viewer hanging, you’ve found content engaging enough to that they’ve scrolled below the fold, seize the opportunity to raise the visibility of your other content or continue the path to purchase
- Okay, we’ve talked about some tips to create engaging content. How do we address the top two reported biggest challenges business have in content marketing: “lack of time” and “producing enough content” How do we scale content production? “Do more with what you have” -> Content is that little black dress that can be dressed up or down for nearly every occasion.
- Content is that little black dress that can be dressed up or down for nearly every occasion.
- The businesses reporting the greatest ROI on their content marketing investments are employing about 15 tactics. How? Take this presentation for example. Listed above are the top 27 tactics marketers use to distribute content. How many of the 27 tactics listed here can I repurpose this presentation for? I thought of 15.
- You want multiple executions per piece of content. Long - Whitepaper, Reports, long videos - have more production value Annual Report – can be broken into a lot of content over an extended period of time -> Linkedin Church Handout -> Last week Sunday, This week Real Estate Photo Video Show into What’s in your Dream Kitchen
- Events are expensive to produce but can generate tremendous value for content – especially in the form of testimonials for your brand, which are one of the most powerful tools for influencing decisions
- Short Form - In this day and age, we all have “bite-sized” attention spans, and are often consuming content “on the go In January 2014 marked the first time smartphones and apps combined were used to access the internet more than PCs. Mobile devices accounted for 55% of internet usage in the US. Apps made up 47%, mobile browsers 8% and PCs were at 45%. – comScore Popular content online is moving “visual and short” in both entertainment and information categories Lowes #lowesfixinsix - https://vine.co/Lowes Champs Instagram AdiColor TV Series - http://instagram.com/p/qiKujMFH-E/?modal=true -> “Cats watch out, Lil Jon is taking over the internet”
- “Cats watch out, Lil Jon is taking over the internet” -> Distribution
- Now, we have our plan tied to our business goals, we’re developing content that adds value and plenty of it. We know we need to repurpose our content in multiple forms. How do you gain reach and visibility for your content? It’s up to you, remember that businesses seeing the largest return on their content marketing efforts are contributing 35% of their marketing budget to content marketing. We are well below that. Start small and scale up. You may Only put paid dollars behind content that preforms well organically (Facebook native features now alert you to posts doing this so you can boost posts) You can also get your content on high profile sites like Earned influencers can help amplify your content = Owned - Email, site/blog, organic search (SEO) Use Social to drive amplification - Search and social drive news discovery Paid - Social, Search, Display, Mobile Display It’s becoming increasingly difficult to do Facebook effectively and at scale without promoted posts. Fortunately, like PPC based Google Ads, Facebook marketing can be as affordable as your budget is. Outbrain, Taboola - Amplifies your content to drive a quality audience to you. Links your content to quality publishers Fox, Slate, USA Today. “From Around the Web” - They come to your site engaged in the topic. Cost Per Click - Hard to drive traffic with low content volume. Pay at your rate. Earned Influencers - social connections with internal experts, industry insiders and bloggers by quoting or referencing them in related posts and articles - They can provide positive WOM recommendations that have reach and can drive impact/action want someone who influences your target audience add authenticity to your brand message control over the influencer - risk
- No one could have ever expected how big a new approach on fundraising could be when fundraisers for the progressive neurodegenerative diseases Amyotrophic Lateral Sclerosis launched the ALS Ice Bucket Challenge Since July 29, 2014, The ALS Association has received $115 million in donations!
- But you can take steps to avoid negative virality like this NYPD Twitter Photo Promotion: In April of this year, in an effort to change the perception of police relations with the public, the New York Police Department launched a campaign that asked the Twitter verse to “send us a picture with your favorite New York City cop." what they hoped would result in user generated photos of cops in the community resulted in using the public to publicize their worst moments. And, it got worse when the hashtag was usurped by the Occupy movement and spotlight on police brutality spread to #myLAPD and other police departments around the country. Issue: Completely underestimated what their brand meant to the trolling masses of the Internet.
- Last but not least in our 4 big buckets is analytics Each business is different, thus each has different goals, Goals Dictate Metrics I wont speak at length about this … Often digital and social marketing are described as difficult to measure when in actuality the opposite is true. In a world that’s more tractable than any other medium, The problem is there’s too much to track. Do I track clicks, impressions, uniques, time spend on page, attention minutes, leads generated, newsletter sign ups, donations or contributions, etc. In general, measure of content performance there are four buckets that the experts recommend but by all means it’s not a one size fits all. Must track the path back to what matters Consumption - clicks and impressions Engagement - time spent on page Interest - Lead generation, more information Sales - New purchase, repurchase (ecommerce, difficult retail)
- So there you have it. My advice on the four big buckets to content marketing.