Unlocking content demand in a new era of marketing (Sept 2019)
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We're in a new era of marketing; one where demand for quality content is so fractured that just doing 'great content' isn't nearly enough. Using a research approach called Content Demand Research, I discuss how to identify the unique role that a brand's content can fulfil for their target audience. I gave this talk at the September 2019 Aquent/Firebrand/Vitamin T #Digitalks event in Melbourne and Sydney.
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Unlocking content demand in a new era of marketing (Sept 2019)
- 1. Unlocking content demand in a new era of marketing @hackjack #digitalks
- 3. What percentage of consumers want content from brands? @hackjack #digitalks 24% 47% 75% 90%
- 4. @hackjack #digitalks Source: Havas Meaningful Brands, February 2019 90% of consumers want content from brandS
- 5. How much of that content is not meaningful? @hackjack #digitalks 32% 41% 58% 70%
- 6. @hackjack #digitalks Source: Havas Meaningful Brands, February 2019 58% of content from brands is ‘not meaningful’
- 7. What percentage of brands do people not care about? @hackjack #digitalks 16% 38% 60% 77%
- 8. @hackjack #digitalks Source: Havas Meaningful Brands, February 2019 People wouldn’t care if 77% of brands disappeared
- 9. 77% 23% It’s great content that ‘creates meaningfulness’ @hackjack #digitalks Source: Havas Meaningful Brands, February 2019 Entertain Educate Inform Help RewardInspire
- 11. @hackjack #digitalks 70% of US consumers binge-watch TV The average duration of each binge-watch is five episodes Six to 10 hours played per week on average Most top 10 posts are 5,000 words or longer
- 12. @hackjack #digitalks Audiences demand quality We give them crap
- 13. @hackjack #digitalks We’re in a new era of marketing
- 14. @hackjack #digitalks Average social shares dropped by 60% Average social shares tripled Source: BuzzSumo Content Trends, March 2018 from 2015 to 2018
- 15. @hackjack #digitalks A new era of marketing driven by a demand for content that is authoritative insightful personal Original human
- 16. @hackjack #digitalks What content does the audience demand from your brand?
- 17. Content demand research @hackjack #digitalks Editorial insights Unlock audience interests and influences Behavioural insights Unlock audience preferences and triggers Search insights Unlock audience problems and questions
- 21. @hackjack #digitalks Source: Variety, February 2018 Unlocking editorial insights
- 22. @hackjack #digitalksView this video on YouTube at https://youtu.be/cHZ4FBOTZ2A
- 23. @hackjack #digitalks Over 400,000 bikes sold Bikes used 13x per month OVER ONE MILLION MEMBERS 96% customer retention Source: The New York Times, August 2018 Unlock the demand 🎉 win big 🎉
- 24. Content demand research @hackjack #digitalks Editorial insights Unlock audience interests and influences Behavioural insights Unlock audience preferences and triggers Search insights Unlock audience problems and questions
- 25. @hackjack #digitalks Search insights Unlock audience problems and questions 1 Start with the basics Really exceptional keyword research goes a long way 4 Validation by voice Using standout questions, run voice searches and take note of the answers 2 DIY search engine Sandbox your site and competitors’ sites to better spot opportunities 3 Question mining Pick a few forums in your niche and mine for intent- revealing questions
- 26. @hackjack #digitalks 1 Start with the basics Use first party data to establish behavioural trigger baselines 4 Map the ideal journey Identify the volume of content that drives ideal outcomes at each trigger Behavioural insights Unlock audience preferences and triggers 2 Scale your data Use second party data and/or targeting tools to scale your audience pool 3 Segment and test Create content for key triggers to test audience preferences
- 27. @hackjack #digitalks 1 Start with the basics Make a top 20 list of media and influencers your audience follows 2 Read and rate Consume a lot of content, scoring for relevance, uniqueness and expertise Editorial insights Unlock audience interests and influences 3 Find true influence Scrub best performing sources for fake or irrelevant audiences 4 Hone in on social Benchmark competitors’ social content for major topics of interest
- 28. @hackjack #digitalks Content demand statement A powerful, focused and actionable answer to the question ‘what content does the audience demand from your brand?’
- 29. @hackjack #digitalks Content demand statement What content does the audience demand from your brand? Content that highlights the positive impact a supportive and inclusive community can have on your own personal health and wellbeing
- 30. @hackjack #digitalks Source: Havas Meaningful Brands, February 2019 90% of consumers want content from brandS
- 32. Get in touch andres@lopez-varela.com lópez-varela.com @hackjack + (61) 405 631 945 #digitalks