Content marketing workshop 27th july 2020

1. 22 October 2020 Copyright © Econsultancy
Content Marketing, 27th July
2017
Seán Donnelly
Senior Analyst
@Seanog1982
https://www.linkedin.com/in/seanpdonnelly/
training@econsultancy.com
Tweet us! #econlearn

2. Who am I?
2
Seán Donnelly
Senior Research Analyst
sean.donnelly@econsultancy.com
@seanog1982

3. 22 October 2020 3

4. 22 October 2020 4

5. Marketing is the distinguishing, unique function of
the business
• “Because the purpose of business is to create a
customer, the business enterprise has two–and
only two – basic functions: marketing and
innovation.
Marketing and innovation produce results; all the
rest are costs. Marketing is the distinguishing,
unique function of the business.”
22 October 2020 5

6. Learning Objectives
• Contextualising the emergence of content marketing as a discipline
• The case for content marketing
• Benefits of content marketing (and the challenges)
• Some approaches to content strategy
22 October 2020 6

7. What does content
marketing mean to
you?

8. What is content marketing?
“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.”
The Content Marketing Institute

9. 22/10/2020

10. Some ways of looking at content marketing
• “The art of winning business without pushy
selling.”

11. Some ways of looking at content marketing
• “Marketing that is customer first, not company
first.”
• “Leads with ideas, not propaganda.”
• “Marketing that customers actually appreciate.”
• “Marketing that puts your customers in control.”
• “Valuable marketing.”
• “Utility based content”

12. 3 types of media…
• Bought
− Advertising: TV, radio, print, outdoor, online…
• Owned
– Website
– Brochures
– Direct mail
– Includes social media properties…
• Earned
– Mentions on 3rd party media & people sharing your content
– Includes comments on ‘open platforms’
22/10/2020 12

13. What is content?
Media
ChannelAudience
• Visual
• Speech
• Text
• Digital
• Analogue
• Events
• Conversation

14. Contextualising
content marketing

15. Challenges connecting to a digitally empowered
audience
• 20,000 customer
journeys / 1,000
brands.
• Digital touchpoints -
20% annual increase.
• ‘Zero moment of truth’.
• Delivering the right
message, right time,
right channel.
Source: Brand success in an era of Digital Darwinism, McKinsey Quarterly, February 2015 15

16. The multichannel / multi-device reality
• 7 internet enabled devices per
household
• Spending more time on mobile
versus desktop
• Mobile accounts for 50% of all
online sales in the UK

17. Challenge of your post being seen
• Google 1998 versus today
• Social networks: relevance and
commercial evolution
• Algorithms to support relevance
/ paid impact
• Gap between content produced
for the newsfeed and what is
seen is growing
• 1500 : 300
22 October 2020 17

18. Monthly active
Twitter users
320m
82% active users on
mobile
Monthly active
Pinterest users
150m
70m users in the US
Monthly active
Instagram users
600m
4.2b likes daily
Daily active
Facebook users
1.23bn
1.15bn mobile daily active
users
Daily active
Snapchat users
161m
Active users visit over 18
times per day
Fragmented attention
Social Quarterly: Q1 2017 - https://econsultancy.com/reports/social-quarterly-q1-2017/

19. In just one minute…
• 1388 blog posts published
• Facebook users share 2.5 million
pieces of content
• YouTube users upload 80 hours of
new video content
• Twitter users tweet nearly 300,000
times
• Instagram users post nearly
220,000 new photos
Source: Multiple sources via MarketingProfs 19

20. 22 October 2020 20

22. System 1 - Homer:
• Automatic, effortless, quick
• Largely unconscious, difficult
to control
• Operates on biases and
heuristics
• Does most of the work of
thinking
System 2 - Spock:
• Controlled, effortful, slow
• Usually conscious
• Logically coherent, rule-
governed, difficult to
engage
• Who we think we are

23. 23

24. Understanding our audience’s journey (on a granular
level)
https://econsultancy.com/reports/content-strategy-best-practice-guide/ 24

25. Engaging content and spread worthy ideas (but
don’t forget to have an objective)
• Humorous
• Emotional
• Witty – intelligent content
• Incentivised – prizes,
discounts, offers
• Controversial – giving rise
to public discussion
• Unique – money can’t
buy, exclusive or unseen
6 Ms
• Message
• Medium
• Messengers – who will
spread the message?
• Motivation
• Marketing objective
• Measurement

26. A campaign truly worth its salt?
22 October 2020 26

27. A campaign truly worth its salt?
22 October 2020 27
• Why does the product exist?
• How does it resolve prospect pains and how does
it make a difference to their lives?
• Who will it help the most?

28. Shaving blades

29. Building a brand using video
• Highlighted at every single
marketing conference
you’ve attended since 2012!
• 12,000 customers for the
subscription razor service
within the first two days.
• 330,000, 2013
• Irreverent and relatable
• Likeable handsome guy –
more on that later!
https://econsultancy.com/blog/65405-dollar-shave-club-s-content-marketing-strategy-since-that-video/ 29

30. Prepare content for relevant
channels
22 October 2020 30

31. Deodorising toilet spray

32. Deodorising toilet spray
• Footsteps of DSC and Red Bull – content
marketing machines
• Scents:
– Trap a Crap
– Royal Flush
– Heavy Doody
– Extra Strength Poo Tonium
• Very specific brand voice
• No TV ads

33. 22 October 2020 33

34. 22 October 2020 34

35. 22 October 2020

36. Hijacking search engines: Gillette hijacks
search engines with “Go Ask Dad” campaign
22 October 2020 36

37. Gillette hijacks search engines with “Go Ask
Dad” campaign
22 October 2020 37
• 94% of teenagers ask the Internet for advice
• Interrupting the search experience
• Dad more likely to suggest Gillette than Dollar Shave Club
• Questions:
– Tie a tie
– Ask somebody out on a date
– Shave
– Fry an egg
• Paid search ads tied to “how to” questions (Spanish, French,
English)
• No TV
• Social Media

38. Improving your health?
22 October 2020 38

39. Apart from being funny, what other signals were
included in this video?
http://www.adweek.com/brand-marketing/squatty-pottys-ceo-ignored-everyone-made-insane-video-and-boosted-sales-600-168526/ 39
• 600% leap in online sales
• 400% increase in retail sales at the brand's largest
partner, Bed Bath & Beyond
• 25% views via paid promotion
• $15 million, 2015

40. Apart from being funny, what other signals were
included in this video?
http://www.adweek.com/brand-marketing/squatty-pottys-ceo-ignored-everyone-made-insane-video-and-boosted-sales-600-168526/ 40
• 600% leap in online sales
• 400% increase in retail sales at the brand's largest partner, Bed
Bath & Beyond
• 25% views via paid promotion
• $15 million, 2015
• Gag gift?
• Storage?
• Evolution?
• Science? Nasty side effects of poor posture?
• Doctor, Shark Tank, Men’s Health
• 2000 Amazon 5 Star Ratings

41. TAKE 2 MINUTES?
22 October 2020 41

42. Content marketing
strategy

43. Single most exciting opportunity for 2017
4%
3%
4%
6%
6%
10%
6%
8%
10%
12%
13%
18%
5%
2%
3%
4%
5%
7%
7%
8%
9%
12%
16%
22%
None of the above
Utilising artificial intelligence / bots to drive campaigns and
experiences
Engaging audiences through virtual or augmented reality
Internet of Things / connected devices e.g. wearables,
audience tracking
Reaching and understanding mobile customers
Social marketing
Using marketing automation to increase efficiency and
yield
Multichannel marketing
Video to increase brand engagement
Data-driven marketing that focuses on the individual
Creating compelling content for digital experiences
Optimising the customer experience
Company respondents
Agency respondents
Source: Econsultancy, Quarterly Digital Intelligence Briefing: 2017 Digital Trends

44. What best describes your company’s budget plans for the following
digital marketing channels or disciplines in 2017?
22 October 2020 44
29%
32%
34%
34%
40%
43%
45%
46%
46%
48%
49%
50%
50%
51%
55%
56%
63%
55%
59%
53%
49%
51%
50%
48%
47%
47%
48%
44%
43%
44%
42%
39%
8%
13%
7%
13%
11%
6%
5%
6%
7%
5%
3%
6%
7%
5%
3%
5%
Affiliate marketing
Paid search (PPC)
Sales enablement
Display advertising
Webinars / virtual events
Lead management
Search engine optimisation (natural search)
Marketing automation
Email marketing
Mobile marketing
Marketing analytics (including testing)
Lead generation
Video advertising
Personalisation
Content marketing
Social media marketing
Econsultancy / Adobe Digital Intelligence Briefing
Increase Keep the same Decrease

45. Content strategy is challenging but also important……
Source: European Content Marketing Report, HubSpot, April 2016

46. content
strategy
‘Content strategy plans for the creation, publication, and
governance of useful, usable content.’
Source: Content Strategy for the Web, Kristina Halvorson, via Econsultancy Content Strategy Best Practice Guide

47. • Defines how you’re going to use content to meet your
business (or project) goals and satisfy your users’ needs
• Guides decisions about content throughout its lifecycle,
from discovery to deletion
• Sets benchmarks against which to measure the success
of your content
What will your content strategy do for you?

48. Does the Law
Society have a
clearly defined
Content Marketing
Strategy?
22 October 2020 48

49. Source: The 2016 State Digital of Content, Altimeter
What are the biggest
challenges in
creating a content
marketing strategy?

50. What makes good content?
Meet your
users’ needs
Support and
further your
business goals
Sweet
spot of
valuable
content

51. 51
Acquisition
Retention
Conversion
Considering the role of content
Content should be
a hook for
attention.
Content offers an
opportunity to explain
product or brand
benefit.
Content can add value
to a customer
purchase through
tying in a sense of
exclusivity or giving
product support.
22 October 2020

52. Planning content for the customer journey and
marketing goals
Source: http://monitor.icef.com/2014/04/secrets-to-a-successful-content-marketing-strategy/ 52

53. Attention
Interest
Desire
Conviction
Action
• SEM Specialist
• Web Designer
• Content Editor
• Analytics
Specialist

54. The role of content through the customer journey
https://econsultancy.com/reports/content-strategy-best-practice-guide/ 54

55. What does good content look like?
• Valuable for your audience
• For example:
– People use Econsultancy content to:
o Do their job better (and get paid more)
o Access data to prepare business cases (for campaigns,
new tactics, training etc.)
• Content lives on:
– Website
– YouTube
– SlideShare
– Social media sharing (LinkedIn, Twitter, Facebook)
22 October 2020 55

56. Mapping marketing objectives to content objectives
Marketing objectives Content marketing objectives
Increase & maintain visibility of the brand
amongst current and potential readers
• Build relevant communities on relevant social channels
• Engage the audience so that they interact with us regularly
• Encourage sharing and advocacy
Increase loyalty and retention on our blog • Refer readers back to our website
• Link to articles, news stories and blog posts
Drive leads to subscriptions • Promote benefits of subscriptions
• Promote subscription offers
•Promote training and events

57. 22 October 2020 57
Source: http://relevance.com/the-4-ps-of-global-content-marketing/
4 P’s for global content marketing

58. Research/
Insight
Content
Management
& Resourcing
Content
Planning/
Objec ve
se ng
Content
produc on
Delivery &
Distribu on
Content
Strategy
Content
Review &
Op misa on
Pre-
Produc on
Produc on
Post-
Produc on
A framework for content strategy

59. Pre-Production
1. Research / Insight
i. User needs analysis, developing
personas
ii. Content inventory / analysis
iii. Competitor / gap analysis
2. Content management / resourcing
i. Information architecture (site structures,
taxonomies, meta data frameworks)
ii. Content management tools and
practices
iii. Back-up, versioning, archiving practices
iv. Analytics configuration
v. Governance and standards
vi. Budgeting
vii. Resource requirements
3. Content planning and objective
setting
i. Brand positioning, guidelines, tone of
voice
ii. Aligning content objectives with
marketing / organisational objectives
iii. Targets, KPIs, business value
iv. Planning: calendars, channels, content
types
v. Workflow: Responsible, Accountable,
Consulted, Informed (RACI)

60. Production and execution
1. Content production
– Content creation, authoring,
editing, asset production
– Content optimisation –
accessibility, SEO
– Tagging and classifying
– Insourcing / outsourcing
production
– Role of third party tools and
technology
– Content re-use
2. Delivery / distribution
– Rose of agencies
– Content distribution
– Role of third parties –
syndication, aggregation
22 October 2020 60

61. Post-production and evaluation
1. Content review and optimisation
– Evaluation of content, adaptation and optimisation
– Analytics evaluation
– Optimisation, revision, republish
– Test and learn
– User experience
22 October 2020 61

62. Our focus:
Pre Production: Research /
Insight

63. Content marketing
strategy: know your
audience

64. User research
• Focus groups
• Interviews
• Usability testing
• Surveys
• A/B or multivariate testing
• Site analytics
• Keyword analysis
• Develop personas

65. Understanding your users
• Who are they and what do they want?
• How do they discover your content?
• Where do they consume your content?
• What other channels do they use (e.g. competitors,
substitures)?
• What do they respond best to?

66. The role of content through the customer journey
https://econsultancy.com/reports/content-strategy-best-practice-guide/ 66

67. | 67
Characteristic Description
Demographic Age, income, race, gender, education, occupation
Behaviour Where they go online, where they shop, what they read
Expectations How should something work or flow
Role Buyer, decision maker, influencer
Values Individual, community and cultural beliefs
Disposition Perceptions of your brand, topic, idea, and more
Adapted from: Clout, by Colleen Jones

68. Persona generation
• Effective way of bringing
customer segmentation to life
• Fictional representatives of
segments of your audience
• Basis of journey mapping
• Support strategy development
• Create a common understanding
among the team
• Single page
• Customer perspective versus
brand perspective
22 October 2020 68

69. YouGov Profiler
• Segmentation &
media planning
tool
• 190,000 data points
• 275,000 GB YouGov
members
https://today.yougov.com/profileslite

70. TGI Kantar
• Collects information from a
representative sample of
25,000 adults annually
• Consumer attitudes,
motivations, media habits,
purchase behaviour
http://www.kantarmedia.com/uk/our-solutions/consumer-and-audience-targeting/tgi-survey-data 70

71. Empathy mapping
• Improve understanding of customer influences, needs and wants
• Reveal opportunities for influence or tone of communication
• Think and feel: What would the user think and how might they feel?
Key concerns or aspirations?
• Hear: Who might they be listening to? What would those people be
saying?
•
See: What might the customer be observing?
• What might the customer be hoping to achieve from using the
product/service or interacting with the brand?
• Say/Do: What else might they be doing/saying? What is their
situation/environment?
•
Pain: What could be some of the user’s fears or pain points in the
customer journey?
• Gain: How might we best help the customer fulfil their goals?
• NB: Identifying pains and gains at every stage of the customer journey
is a useful way of ensuring the journey is as seamless as possible.
22 October 2020 71

72. Audience information Informs decisions on…
Content preferences Channel mix
Sites visited regularly Online marketing, affiliate marketing and
partnership options
How do they frame their questions What problems can you solve for them
How they talk about relevant products/
services and brands
Key words and phrases for search engine
marketing and optimisation
Current digital habits and user journeys Awareness and engagement strategies
What they say and discuss about your sector
in social media
Content plans
What to do with audience information

73. http://bit.ly/lawsocietycrystal 73

74. 22 October 2020 74

75. 22 October 2020 75

76. Exercise: Readers’ needs and goals
• Research your readers’ needs and goals
• What do they want to find out?
• What problems do they need solving?
• What issues/topics are they talking about right now?
• What content could you create to meet these needs?
Listening channels:
• Online forums and discussion boards (use Google to find them)
• Twitter search
• Facebook or LinkedIn groups

77. Defining your content themes
• Base on insights and personas
• Look at common questions, problems, pain points and
interests

78. TAKE 2 MINUTES?
22 October 2020 78

79. Models:
Content Marketing
Maturity Model

81. Being content aware: Where are you in
your content marketing journey?
1. Content
Aware
• Cut through
noise of
advertising to
generate
awareness
2. Thought
Leader
• Industry
expert
• Value beyond
scope of
product
22 October 2020 81
3. Storyteller
• Create an
emotional
link
3 distinct levels - distinct results

82. 22 October 2020
1. Awareness
• Categorised 100,000
business searches into 7
themes
i. Start a Business
ii. Grow Your Business
iii. Manage Cash flow
iv. Control costs
v. Work life balance
vi. Beat Business Fears
vii. Employing People
• Created utility based
content

83. 22 October 2020
1. Awareness
• Measured content
engagement:
– Video views
– PDF downloads
– Set cookies to track
engagements against sales
(up to 180 days later)
• Managed PPC campaigns
based on scale of content
engagement
• Focused on top 30 keywords
in terms of volume and
engagement using PPC data

84. 22 October 2020
1. Awareness
• Reach of over 85% in the UK
micro-business sector
according to Google
• 130m impressions
• 578,600 ‘engagements’ -
clicks, video views, shares,
likes.
• 13,000 PDF downloads
• 600 leads - contact forms
completed
• PPC - CTRs up to 33% on
generic keywords due to the
tightly themed nature of the
campaign involving over
11,000 ad groups.

85. 2. Thought leadership – HubSpot

86. Inbound Marketing
22 October 2020 86
v
• Pull approach
• Attract people as they are
searching
• Rejects ‘push’
methodologies – outbound
messages in the hope that
it will resonate

87. 22 October 2020 87

88. 22 October 2020 88

89. 3. Storytelling – Building trust
• Stories help create contrast between choices
• Fundamental instrument of thought
• Make your audience feel something:
– Passionate
– Touched
– Moved
– Excited
– Sad
– Inspired
– Fun
https://www.youtube.com/watch?v=PAoZQjagOy8

90. WHICH VERSION
WORKS?
22 October 2020 90

91. Example A
Food shortages in Malawi are affecting more than three
million children.
In Zambia, severe rainfall deficits have resulted in a 42%
drop in maize production from 2000. As a result, an
estimated three million Zambians face hunger.
Four million Angolans — one-third of the population —
have been forced to flee their homes. More than 11 million
people in Ethiopia need immediate food assistance.
| 91

92. Example B
Any money that you donate will go to Rokia, a seven-year-
old girl who lives in Mali in Africa.
Rokia is desperately poor and faces a threat of severe
hunger, even starvation. Her life will be changed for the
better as a result of your financial gift.
With your support, and the support of other caring sponsors,
Save the Children will work with Rokia’s family and other
members of the community to help feed and educate her,
and provide her with basic medical care.
| 92

93. Storytelling: Emotion

94. Storytelling – Lloyds Bank
• Why does your product
exist?
• How does it resolve your
prospect pains and how
does it make a difference to
their lives?
• Who will it help the most?
• Who has it already helped?
https://www.youtube.com/watch?v=PAoZQjagOy8

95. Discuss:
1. Where does the Law Society fit in this model?
2. Where would you like it to fit?

96. Exercise: Tell a story about your brand
• Exercise in pairs
• Identify, discuss and plan a story for your brand
• Use the storytelling checklist to help you

97. Storytelling planning sheet
Check Details
Outline your story idea
What is the theme of your story?
What is the target audience (persona)?
What emotion(s) do you want the audience to feel?
What is the purpose of the story (business
objectives)?
What people are involved?

98. SHALL WE TAKE A
BREAK?
22 October 2020 98

99. Write content about…

100. What is ‘useful and usable content’?
Words, images, video and other media used for the
purpose of:
• Entertaining
• Educating
• Informing
• Advising
• Status defining

101. Individual achievement

102. Lists
• Compile resources for different
subjects and skill levels
• Gather content that shows the
best examples of what people
should be striving for
• Rank your favourite tools, blogs,
papers, cases etc.
• Curate useful content and put
together “best of” lists
22 October 2020 102

103. Internal resources
• Common issues and solutions
• Processes: Content about
processes such as effective waves to
brainstorm / manage a process
• FAQs: Find out what questions
trainees ask most often and answer
them
• Monthly successes: Develop a
case study on at least one
• Employees: Highlight employees in
a video or blog series introducing the
team
22 October 2020 103

104. Industry
• Respond to an opinion piece: Find
and respond to opinion pieces that
people in your space are discussing.
Back it up with research or another
side of the argument.
• New policy: Explain the steps that
your company is taking in response to
a new policy affecting your industry.
• Comment on trends you see
emerging and why or why not it should
continue.
• Share tips and best practices.
https://econsultancy.com/blog/69119-gdpr-needn-t-be-a-bombshell-for-customer-focused-marketers 104

105. Educational series
• Teach a skill or illustrate how to use a
tool or software
• Put together a set of lessons
• Summarise long articles and highlight
actionable takeaways
• Create quizzes and interactive
lessons. Post a walk through
demonstrating the process to arrive at
the correct answer.
• Host a workshop or event
– Film it.
– Write it up.
– Share presentations.
22 October 2020 105

106. Data & statistics

107. Interviews and Q & A’s

108. Events
• Can conference speakers do an
interview or guest post for your site.
• Scan the live tweets and recaps of
conferences you weren't able to attend.
Find common themes and determine the
hot button issues that emerged.
• If someone from the Law Society speaks
at an event, have them blog and post
their slide deck (on SlideShare).
• Put together a list of all the events,
conferences, meetups, and relevant
networking events – can also be split by
location, trainee versus professional etc.
22 October 2020 108

109. Higher level overviews
• Create resources, e.g., industry
definitions / terms
• Updates on the state of the
industry
• Simplify. Take content filled with
jargon and simplify this to a
beginner’s version.
• Illustrate how different teams
and departments in your
company work together.
https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/ 109

110. It’s challenging
• Understanding your audience
• Behavioural segmentation versus demographic
segmentation
• Personalised interactions
• Position in the ‘customer’ journey
• Driving engagement
• Role of influencers in facilitating interactions /
relationships
22 October 2020 110

111. Coca Cola - 70:20:10 rule for content innovation
17 July 2015 111
Source: http://money.cnn.com/magazines/business2/business2_archive/2005/12/01/8364616/index.htm

112. Balance between control and chaos
17 July 2015 112

114. Being persuasive /
influential

115. “Click, whirr”
• What are the factors that cause a person
to say yes to another person?
• Which techniques most effectively use
these factors to bring about such
compliance?
• Which psychological principles influence
the tendency to comply with a request?
– Overriding Principle - Click-Whirr” or
Automatic Responding
– Weapons of influence
– Problems if used inappropriately
22 October 2020

116. Persuasion principles
• Reciprocity
• Commitment & consistency
• Social proof
• Authority
• Liking
• Scarcity
• Rule of material self-interest
– Most people want to get the
most and pay the least
– Very important in driving
decisions, also a powerful
weapon
– A given factor, deserves
acknowledgement but not
extensive description

117. Reciprocity
“If someone gives us something we will want to
give them something back. We have evolved to
value reciprocal exchanges at a very deep level. If
you want your customers to ‘like’ you, give them
something to like you for.”
From ‘Webs of Influence’ by Nathali Nahai

118. Reciprocity: Can you be too nice at the office?
22 October 2020 118

119. Email address in return for a freebie
22 October 2020 119

120. Persuasion principles
• Reciprocity
• Commitment & consistency
• Social proof
• Authority
• Liking
• Scarcity

122. 22 October 2020 122

123. Persuasion principles
• Reciprocity
• Commitment & consistency
• Social proof
• Authority
• Liking
• Scarcity
• Paradox of choice

124. Social proof
People staring up at a tall building….
• 1 researcher, 20% of pedestrians join in/look up
• 5 researchers, 80% of pedestrians join in/look up
Milgram et al (1969)
http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&uid=1970-00589-001

125. • Expedia.co.uk
Social proof
Source: https://econsultancy.com/blog/64107-how-trust-signals-can-double-your-conversions/

126. Persuasion principles
• Reciprocity
• Commitment & consistency
• Social proof
• Authority
• Liking
• Scarcity

127. Authority
Emphasise…
• Credentials
• Reviews
• Testimonials
• Expertise
• Authority

128. 22 October 2020 128
Dog’s Trust
Salesforce

129. 22 October 2020 129

130. 22 October 2020 130

131. Liking
We’re more influenced by people like us
• Values, age, gender…
Survey response rates…
• Control = 30%
• Similar name sender-to-recipient = 50%
– Robert Greer/Bob Gregar; Cynthia Johnston/Cindy Johanson
• Emphasise similarities between salesperson (and sales materials) and
potential customer
– Case studies, examples…
Garner, R. (2005) Post-It Note persuasion: a sticky influence. Journal of Consumer Psychology. Vol15. pp230-37.

132. 22 October 2020 132

133. 22 October 2020 133

134. 22 October 2020 134

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141. Persuasion principles
• Reciprocity
• Commitment & consistency
• Social proof
• Authority
• Liking
• Scarcity
Nudge Unit: http://www.behaviouralinsights.co.uk/

142. Scarcity
Scarcity (real or perceived) can motivate customers…

143. FOMO is a powerful trigger

144. Reminder: Think – Rascal - “RASSCL”
22 October 2020 144
Reciprocation
Consistency
Social Proof
Liking
Authority
Scarcity
Desire to repay, in kind, what another person has provided us
We have a deep-seated sense of duty to authority
Determine what is correct based on what other people think is correct. The
greater number of people who find an idea correct, the more the idea will be
correct.
We prefer to say yes to someone we know and like
Opportunities seem more valuable to us when their availability is limited
Human desire to be (and to appear) consistent with what we have already done

145. Exercise: Content Marketing Journey
o How might you consider psychological guidelines when
creating content?
» Site content
» User experience
» Email campaigns
» Traditional media

146. Content Audit & Analysis
List all the relevant digital content you have and
include criteria such as:
• ID number for reference
• Section on the website
• Page title/heading
• URL
• Format – text, image, video, etc
• Content type – news, promotion, etc
• Character/word counts
• Image dimensions
• Video length
• Source/owner
• Metadata details
• Keywords
• Traffic data to the page
• Date created and/or last updated
Consider qualitative factors such as:
• Usability rating (web/mobile)
• Readability
• Findability rating (SEO)
• Business value
• Messaging

147. Content gap analysis
What is wanted by your audience
vs
What you are offering them

148. • Are you providing the information that
your audience is looking for?
• Is interest growing or declining?
• What interests (keywords) lead to the best
results (conversion rates)?
Questions to answer

149. | 149
Scanning on the desktop web:
The F Pattern

150. | 150
Scanning on mobile:
Images

151. EMAIL

152. 71% of marketers say
that email marketing
offers an “excellent”
or “good” ROI.
Source: Econsultancy, Email Marketing Industry Census 2015
22 October 2020 152

153. Ability to personalise email campaigns
153
16%
34%
25%
25%
16%
46%
30%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
We / they are not yet working towards this
We / they are in the early stages of implementing
personalisation in our / their email campaigns
We / they have most of the technical capabilities, but we
/ they need to fine-tune the integration and our / their
execution
We / they can send emails based on individual activities
and preferences throughout the funnel at scale
Company respondents Agency respondents
Source: Econsultancy, Email Marketing Industry Census 2016

154. Charity Water used personalisation to improve
the effectiveness of its email marketing efforts
• Creating individualised email campaigns
• Centred around strategic segmentation,
personalisation & targeting
• Raised $2 million to support clean water
projects in Rwanda
• Open rates 57% (25% previously)
22 October 2020 154
https://econsultancy.com/case-studies/charity-water-personalises-emails-to-exceed-fundraising-
goals

155. Defictionalisation / Democratisation of Artificial
Intelligence
22 October 2020 155

156. AI: Conversational Commerce: Voice interfaces
22 October 2020 156
Alexa Skills: https://www.amazon.co.uk/b?node=10068517031

157. • Facebook scales back on chatbots: What does it mean for
brands?
https://econsultancy.com/blog/68868-facebook-scales-back-on-
chatbots-what-does-it-mean-for-brands/-chatbots-what-does-it-
mean-for-brands/
• Pizza Express, Channel 4 and TFL: Three examples of
brand chatbots
https://econsultancy.com/blog/68636-pizza-express-channel-4-
and-tfl-three-examples-of-brand-chatbots/
• Create your own chatbot
http://rebot.me/
Realtime (synchronous), contextual
(location aware etc), personalised,
natural language, image recognition,
responsive...
AKA
A conversation.

158. Considering email marketing
Moving from no-reply@ to yes-reply@ ?

159. 22 October 2020 159
Be like Chris…………5% - 10% what might be?

160. Thank you
GET IN TOUCH
Seán Donnelly
Sean.Donnelly@econsultancy,com
https://www.linkedin.com/in/seanpdonnelly/