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Content Chaos: Navigating the Path to Engagement

Highlights from The Content Council's annual conference. I participated on a panel that discussed research from Ad Age on the future of content

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Content Chaos: Navigating the Path to Engagement

  1. Wifi Network: Gansevoort Park Password: thecontentcouncil
  2. WELCOME Andy Seibert, Chairman, The Content Council
  3. CONTENT AS AUTHENTIC STORYTELLING
  4. CONTENT AS AUTHENTIC STORYTELLING Liz Kaplow President and CEO, Kaplow @LizKaplow Dyllan McGee Founder, MAKERS @DyllanMcGee
  5. THE AGE OF THE INTERNET STAR
  6. THE AGE OF THE INTERNET STAR Kimberly Coleman @Mominthecity Amber Lee @ALittleCriminal Shanna Malcolm @ShannaMalcolm Karen Robinovitz @KarenRobinovitz Kevin McGurn @kjmcgurn
  7. ELLE Canada #SHOPYOURMOOD Jacqueline Loch, VP & Group Publisher, TC Media
  8. performing in the new age of media consumption…
  9. consumer expectation is what they want, when + how they want to consume it…
  10. advertiser expectation is engagement and maximum ROI
  11. over 50% of our digital content is consumed via mobile platform: smartphone or tablet
  12. over 40% of our digital content is accessed via a social media platform
  13. so where does a traditional print magazine fit in?
  14. publishing is a verb not a media platform
  15. how about starting with what we do best…
  16. with  great  editorial  content  integra/ons…   …branded  content  on  steroids  
  17. Canada’s first ever… shoppable videos
  18. EDITORIAL   ECOMMERCE   VIDEO  MAGAZINE   DIGITAL   SOCIAL   MEDIA   PR   CONTEST   EVENTS   YOU  TUBE  
  19. total audience engagement story across all platforms + all media: earned, owned + paid
  20. customer experience customer education magazine as a storefront branded content smart + authoritative alignment of two brands new-ness, buzz + cool factor
  21. Over-performed on all KPIs: •  Video views: over 75K •  Time spent: 72% watching entire video •  Average time spent on the channel: 1:18 mins •  Social media: #SHOPYOURMOOD hashtag generated over 2.8 million media impressions •  30K e-push notices sent; open rate 77.6% and the CTR of 11.93% •  Earned media/PR •  Contest entry •  ROI RESULTS:
  22. THE CONTENT COUNCIL RESEARCH UNVEILED
  23. THE CONTENT COUNCIL RESEARCH Georgia Galanoudis @Imprint_Georgia David Brown @MXMTweets Alexa Christon @achriston Linda Descano @LindaDescano Michael Sebastian @msebastian
  24. RESEARCH METHODOLOGY Online survey conducted by Advertising Age with Advantage Business Research. •  Advantage Business Research was responsible for all phases of the online research, including programming, coding and tabulation. Survey dates: December 5, 2014 to December 12, 2014. Findings based on 448 total qualified respondents who completed the full survey. •  Margin of error for the total of 448 respondents of the survey, at a 95% confidence level, is +/- 4.6%.
  25. PROFILE OF RESPONDENTS 35%MARKETERS 17%MEDIA 48%AGENCIES Head of Business, C-Level, SVP, VP, GM, Managing Director 47% 33% 20% Marketing/Advertising Directors & Managers Content/Creative Directors, Account/Media Supervisors & Managers
  26. SURVEY SAMPLE: COMPANY SIZE 37% 29% 14% 20% Estimated Revenue Less than $5 million $5 million to less than $50 million $50 million to less than $500 million $500 million or More 40% 28% 21% 11% Number of Employees Less than 50 50-499 500-4,999 5,000+ Average: $218,273,684 Average: 1,328 employees
  27. GEOGRAPHIC REGION NORTH- EAST 35.0% MIDWEST 23.0%WEST 19.4% SOUTH 22.5%
  28. MARKETS THEY SERVE
  29. “Content marketing is the discipline of creating content, on behalf of a brand, designed with the specific strategy of influencing consumer behavior in order to drive quantifiable profitable results.” HOW TO DEFINE CONTENT MARKETING
  30. COMMITMENT TO CONTENT MARKETING Commitment will be two years from now Commitment currently Commitment was two years ago “Very/extremely strong” 8–10 Ratings T O T A L RESPONDENTS 18% 40% 76%76%
  31. BUDGETS FOR CONTENT MARKETING 12.6% 23.3% 33.1% TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW $9.4M $12.1M $18.4M ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE DOLLARS
  32. EFFECTS OF NEW DIGITAL MEASUREMENTS AREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS 40% 51% 54% 60% 66%MEASUREMENT/ANALYTICS STRATEGY CONTENT DEVELOPMENT/ PRODUCTION TECHNOLOGY (CMS) DISTRIBUTION
  33. BELIEVE THAT CONTENT MARKETING IS TRULY MEASURABLE 58% YES 42% NO
  34. METHODS USED TO MEASURE CONTENT MARKETING ROI 80.4% 74.6% 63.8% 54.6% 41.9% 35.4% 33.8% 28.5% 14.2% 10.0% Website traffic Engagement (time on site, shares, Sales Awareness Acquisition Brand lift Customer retention rates Loyalty Composite engagement score Cost savings
  35. BIGGEST CHALLENGES FOR CONTENT MARKETING 63.4% 53.3% 50.0% 49.1% 36.6% 35.5% 30.6% 27.0% Creating engaging content Lack of budget Lack of time Proving ROI Breaking through the clutter Not enough resources Lack of integration across Lack of internal/external buy-
  36. CONVERSATIONS NOT CAMPAIGNS: REAL TIME AND REACTIVE MARKETING
  37. REAL TIME AND REACTIVE MARKETING Andrew Hanelly @hanelly Lindsay Lichtenberg @LinZk Chris Perry @cperry248 Ramon Velutini @Duracell
  38. #TheDress   Good  and  Bad  
  39. 69 FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT
  40. 70 FISHER-PRICE: #WISHESFORBABY
  41. 71 Duracell Good and Bad…
  42. 72
  43. 73 UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
  44. 74 UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT
  45. 75 Other RTM Classics around Mass Cultural Moments
  46. 76
  47. DATA: THE RISE OF BIG INSIGHTS
  48. DATA: THE RISE OF BIG INSIGHTS Megan Cunningham @MeganCunningham Bob Cornwall @Google Vikram Somaya @VikramSomaya Maya Mikhailov @GPShopper
  49. MANUFACTURING A STORY: WIKA AND ENVERITAS GROUP CASE STUDY Brice Bay, CEO, EnVeritas Group
  50. WIKA INSTRUMENTS, LP
  51. CHALLENGES =   ©Charles  Schulz  
  52. CHANGING PERCEPTIONS becomes
  53. RESEARCH •  Industry-wide gap analysis to: –  Understand what competitors in the space are doing –  Determine best channels for content marketing –  Evaluate WIKA’s website, social media and other marketing efforts –  Devise a plan with KPIs, including macro and microconversions
  54. CREATING THE STORY
  55. ENGAGING
  56. RESULTS •  Keyword conversion up nearly 2000% •  Site visitors up 32% first year, 48% following year •  RFQ conversion up 46% •  Social media audience engagement up 230% •  800 visitors to new blog
  57. CONCLUSION •  Avoid boring •  Know your audience •  Engage •  Measure •  Adjust
  58. PRESENTER •  Brice Bay - @bricejbay •  brice@enveritasgroup.com •  www.enveritasgroup.com
  59. Arianna Huffington, President and Editor-in-Chief, Huffington Post Media Group @AriannaHuff
  60. We look forward to seeing you at the Museum of the City of New York

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