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

2. Wifi Network: Gansevoort Park
Password: thecontentcouncil

3. WELCOME
Andy Seibert, Chairman, The Content Council

5. CONTENT AS AUTHENTIC
STORYTELLING

6. CONTENT AS AUTHENTIC STORYTELLING
Liz Kaplow
President and CEO, Kaplow
@LizKaplow
Dyllan McGee
Founder, MAKERS
@DyllanMcGee

8. THE AGE OF
THE INTERNET STAR

9. THE AGE OF THE INTERNET STAR
Kimberly Coleman
@Mominthecity
Amber Lee
@ALittleCriminal
Shanna Malcolm
@ShannaMalcolm
Karen Robinovitz
@KarenRobinovitz
Kevin McGurn
@kjmcgurn

11. ELLE Canada #SHOPYOURMOOD
Jacqueline Loch, VP & Group Publisher, TC Media

12. performing in the new age of media consumption…

13. consumer expectation is what they want,
when + how they want to consume it…

14. advertiser expectation is engagement
and maximum ROI

15. over 50% of our digital content is consumed
via mobile platform: smartphone or tablet

16. over 40% of our digital content
is accessed via a social media platform

17. so where does a traditional print magazine fit in?

18. publishing is a verb not a media platform

19. how about starting with what we do best…

20. with
great
editorial
content
integra/ons…
…branded
content
on
steroids

23. Canada’s first ever…
shoppable videos

36. EDITORIAL
ECOMMERCE
VIDEO
MAGAZINE
DIGITAL
SOCIAL
MEDIA
PR
CONTEST
EVENTS
YOU
TUBE

40. total audience engagement story
across all platforms + all media:
earned, owned + paid

41. customer experience
customer education
magazine as a storefront
branded content
smart + authoritative
alignment of two brands
new-ness, buzz + cool factor

42. 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:

44. THE CONTENT COUNCIL
RESEARCH UNVEILED

45. THE CONTENT COUNCIL RESEARCH
Georgia
Galanoudis
@Imprint_Georgia
David Brown
@MXMTweets
Alexa Christon
@achriston
Linda Descano
@LindaDescano
Michael Sebastian
@msebastian

46. 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%.

47. 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

48. 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

49. GEOGRAPHIC REGION
NORTH-
EAST
35.0%
MIDWEST
23.0%WEST
19.4%
SOUTH
22.5%

50. MARKETS THEY SERVE

51. “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

52. 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%

53. 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

54. 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

55. BELIEVE THAT CONTENT
MARKETING IS TRULY
MEASURABLE
58%
YES
42%
NO

56. 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

57. 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-

60. CONVERSATIONS NOT CAMPAIGNS:
REAL TIME AND REACTIVE
MARKETING

61. REAL TIME AND REACTIVE
MARKETING
Andrew Hanelly
@hanelly
Lindsay Lichtenberg
@LinZk
Chris Perry
@cperry248
Ramon Velutini
@Duracell

66. #TheDress
Good
and
Bad

69. 69
FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT

70. 70
FISHER-PRICE: #WISHESFORBABY

71. 71
Duracell
Good and Bad…

72. 72

73. 73
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

74. 74
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

75. 75
Other RTM Classics around Mass Cultural
Moments

76. 76

78. DATA: THE RISE OF BIG
INSIGHTS

79. DATA: THE RISE OF BIG
INSIGHTS
Megan Cunningham
@MeganCunningham
Bob Cornwall
@Google
Vikram Somaya
@VikramSomaya
Maya Mikhailov
@GPShopper

81. MANUFACTURING A STORY: WIKA AND
ENVERITAS GROUP CASE STUDY
Brice Bay, CEO, EnVeritas Group

82. WIKA INSTRUMENTS, LP

83. CHALLENGES
=
©Charles
Schulz

84. CHANGING PERCEPTIONS
becomes

85. 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

86. CREATING THE STORY

87. ENGAGING

88. 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

89. CONCLUSION
• Avoid boring
• Know your
audience
• Engage
• Measure
• Adjust

90. PRESENTER
• Brice Bay - @bricejbay
• brice@enveritasgroup.com
• www.enveritasgroup.com

92. Arianna Huffington,
President and Editor-in-Chief,
Huffington Post Media Group
@AriannaHuff

94. We look forward to seeing you at the
Museum of the City of New York