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- 2. Welcome Ross Cathcart – Director, FirstWord Media Adrian Michaels – Director, FirstWord Media Mark Sinclair - Chief Video Engagement- ologist, yBC.tv Online Marketing Manager, Last Word Media Today we’ll look at: • Build Audience. Build Business: unlocking the power of content marketing • The six secrets to producing video content which your clients actually want to watch • If content is King and distribution Queen, who wears the trousers?
- 3. Challenges facing UK Marketers Source: Axonn 51% 46% 46% 40% 34% 29% 27% 27% 26% 18% Producing engaging content Producing content consistently Lack of budget Measuring effectiveness Producing a variety of content Technology related challenges Gaps in knowledge and skills of internal team Finding trained content marketing professionals Lack of intergration across marketing Lack of buy-in / vision from higher-ups
- 4. The first and last word in content marketing
- 5. FirstWord 2015 These days, if you have something to say, just say it.
- 6. FirstWord 2015 We come from
- 7. FirstWord 2015 We keep the best company
- 8. FirstWord 2015 We are the First and Last Word in Content Marketing
- 9. FirstWord 2015 From 1,000 pieces of content FirstWord 2015
- 10. FirstWord 2015 Via the magic of live TV on Facebook
- 11. FirstWord 2015 Five forces are driving this… The world we’re in: Today, everyone needs to think like a publisher
- 12. FirstWord 2015 1.Display is in demise
- 13. FirstWord 2015 2. The explosion of social media
- 14. FirstWord 2015 3. Google expects
- 15. FirstWord 2015 4. A new way to talk directly to clients and prospective customers
- 16. FirstWord 2015 5. It works *Source: Demand Metric ×5More traffic
- 17. FirstWord 2015 # Content marketing is not marketing. It’s journalism. But it works only if it’s proper journalism FirstWord 2015
- 18. FirstWord 2015 Truths about Content Marketing (Unlike Jack, we think you can handle it…) 5
- 19. FirstWord 2015 1. It starts with audience
- 20. FirstWord 2015 Quality Volume & Frequency FirstWord 2015 2. A newsroom mentality means:
- 21. FirstWord 2015 3. Think Tapas
- 22. FirstWord 2015 4. It’s not only about navel gazing
- 23. FirstWord 2015 5. You need to swim where the fish are
- 24. FirstWord 2015 In praise of excellence… FirstWord 2015
- 25. FirstWord 2015 Standard Life Investments: First class rigour
- 26. FirstWord 2015 Bond Vigilantes: Opinions count
- 27. FirstWord 2015 Hargreaves Lansdown: The £50bn fund built on distribution *Sources: Guardian
- 28. FirstWord 2015 Franklin Templeton: Does humour belong in Asset Management?
- 29. FirstWord 2015 Neil Woodford: What’s investment for anyway?
- 30. FirstWord 2015 Hiscox: Pick a theme, not any old theme…
- 31. FirstWord 2015 EE/Olaf Swantee: Go native
- 32. FirstWord 2015 GE Ideas Lab: Third parties endorse
- 33. FirstWord 2015 BNY Mellon: Not sure what this is called…but we like it
- 34. FirstWord 2015 ANZ Blue Notes: It’s the journalism, stupid
- 36. FirstWord 2015 CONTACT ADRIAN MICHAELS adrian.michaels@firstword.co.uk +44 7717 498 146 ROSS CATHCART ross.cathcart@firstword.co.uk +44 7771 876 899 FirstWord – the first and last word in content marketing
- 37. Why the fuss over Video • Video will account for 69% of all consumer internet traffic by 2017 (Cisco) • A massive 75 per cent of people now share video content, and usually do so using social media platforms such as Twitter and Facebook (Axonn Research) • 1 in 5 users are watching work related videos daily (Axonn Research)
- 56. Build it and they will come?
- 57. The magnificent 7 • Search engine optimisation • Paid search • Video • In-line advertising • Email • Social media • Media partnerships
- 58. What content does Last Word Media work with? Blogs Features / Case Studies Webinars Articles Videos White papers Infographics Podcasts Research
- 59. Distribution Channels Apps Websites Magazines In-person Events eNewsletters Social Media
- 60. Platforms Apps Also Available Soon On:
- 63. Content Effectiveness 72% 67% 64% 63% 60% 58% 57% 57% 56% 55% In-Person Events Blogs Social Media Content Case Studies Webinars eNewsletters Articles on their websites Videos White papers Infographics Source: Axonn
- 64. The Disclaimers
- 65. Campaign Opportunities Native Advertising Def: Is a form of advertising that incorporates sponsor promotional activities into editorial content. Designed to increase brand engagement, these pieces utilise multi-media products to create stand-out. 2014 is the year that advertorials become interactive assets rather than static pieces. Last Word Media is following in the trends of Bauer Media & Hurst in developing packages which combine editorial coverage with branding exposure and thought leadership. Forms of Native Advertising include: • Developing Stories - a page which pairs content from an advertiser with a specific developing story • Survey and analysis - a dedicated campaign to gain insight into wealth manager and IFA preferences through email and article promotion • Interactive Infographics - Placing survey research material into post which compliment advertisers’ marketing objectives • Videotorial placement - integrating short form, themed video content into related editorial content and in the Videotorial section • Social Live Stream - a rolling scroll that integrates live tweets, Pinterest pins and other social media posts onto a sponsored page around a theme.
- 66. Native Advertising Campaign Jupiter Asset Management have create a raft of rich media content for the promotional activity of their UK Equities fund. Portfolio Adviser’s Native Advertising product will promote these assets in and around editorial content to increase asset distributionand engagement. Portfolio Adviser would like to run the following campaign by utilising the some of the following elements: Jupiter Video Thought Leadership Roundtables
- 67. How we will look to promote Jupiter’s content Native Advertising CampaignJupiter Articles featuring Jupiter videosEmails & Tweets Thought Leadership Pieces
- 68. Distribution LWM is dedicated in increasing brand engagement with our users through: • Company profile pages – featuring latest news, features and sponsor generated content • Thought leader author pages • Prominent placement of Sponsor promotion blocks • Sponsor content areas available on homepages • Geo-targeting and subject sponsorship opportunities on all advert formats
- 69. Jupiter – UK Equity Event •40+ UK Equity specialists with decision making responsibilities Guide •Entire PA readership (plus the digital audience and on app stores) •FM Interviews •Full page advertisement Email •Solus opportunity to send a bespoke email / questionnaire to the entire UK Equity specialist audience •List based on data built over 6 years of delegate recruitment and research in the UK Equity space Jupiter
- 70. Native Success? Effective measuring of Native
- 71. 33% 28% 26% 27% 30% 33% 29% 26% 29% 24% 16% 15% 18% 17% 23% 18% 17% 30% Learnt something Challenged my perceptions Now think differently Feel more positive More likely to trust Feel I know them better More likely to talk about them to friends More likely to recommend them More likely to use WCFMC.com native ad WCFMC.com traditional ad DISCOVERY TRUST WORD OF MOUTH PURCHASE Native vs Traditional Ads Source:
- 72. AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ACROSS KEY BRAND METRICS* NATIVE AD VIA DRIVER ON PREMIMUM CONTENT WEBSITES NATIVE AD VIA DRIVER ON SOCIAL MEDIA 34% 16% 32% 1% NATIVE AD VIA DRIVER ON PREMIMUM CONTENT WEBSITES NATIVE AD VIA DRIVER ON SOCIAL MEDIA AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ON BRAND TRUST Source:
- 74. Hosted in a relevant section of the site 800 word advertorial Embedded video 100 % ownership of all creative sites on the landing page
- 75. Talking Factsheets is a service for users of the Square Mile Academy of Funds. The Talking Factsheets feature Square Mile's team of analysts reviewing the objectives and risks and giving their view on their listed funds. Square Mile & Portfolio Adviser have joined forces to promote these engaging additions to traditional factsheets. Square Mile Talking Factsheets
- 76. Distribution = Results Results • BNY Mellon’s ‘Newton Asia income Talking Factsheet’ went from ranking 60th to 1st on the most downloaded Talking factsheet after being promoted on Portfolio Adviser’s website
- 77. LIVE roundtables
- 78. Heads of Fund Manager Interviews
- 79. So who wears the trousers?
- 81. International Adviser Providing users with more focused regional news by bringing our core markets to the fore. Users will receive : • A new fully mobile optimised website with modern responsive design • More rich media content • Easier navigation bars • Enhanced research tools • New advertising opportunities
- 82. Portfolio Adviser Portfolio Adviser will receive the same treatment but has been designed to increase author focus vs regional content, this is done by: • Bringing our thought leaders to the fore • Increasing the presence of multimedia • All new Sponsored content blocks • New financial planning tools • New navigation menus
- 83. Expert Investment Europe Expert Investor Europe (EIE) is a website, magazine and events business aimed at the cream of the European fund selector community. Target Audience: • Pension Fund Trustees, Fund of Funds Managers, Wealth Managers, Private Bankers Geographic Breakdown • Spain, Italy, Scandinavia, Austria, Benelux, Germany, France and Switzerland
- 84. FundSelectorAsia Fund Selector Asia is a news analysis website, with a weekly news bulletin, for fund selectors, fund analysts, fund influencers, wealth management heads, investment councillors, heads of sales and client-facing wealth advisers throughout English-speaking Asia. It covers asset allocation, portfolio construction and fund selection. Target Audience: • Fund Selectors, Fund Analysts, Head of Sales, Wealth Advisers Geographic Breakdown: • Hong Kong, Singapore, Thailand, China
- 85. SEO Goes Social Google+ & Facebook are leading the charge for Search Engine Optimisation Why is Distribution so important to Google?
- 86. Effectiveness Ratings for Social Media 0% 10% 20% 30% 40% 50% 60% 70% 80% Twitter LinkedIn YouTube Slideshare Facebook Pintrest Google+
Notes de l'éditeur
- Ross Cathcart - Director, FirstWord Media Award winning corporate communicator and former head of Ogilvy Public Relations UK Adrian Michaels - Director, FirstWord Media FirstWord founder and former Financial Times correspondent and head of commercial content for the Daily Telegraph Mark Sinclair - Founder, yourBusinessChannel Founder and client-lead at yBC.tv, Previously worked in financial services and was the VP of marketing for a global franchise based in the US.
- Slide
- Changed 3 and 4 here
- Getting the whole thing to run like clockwork
- Getting the whole thing to run like clockwork
- Getting the whole thing to run like clockwork
- Getting the whole thing to run like clockwork
- Standard Life investments - Publishing rigour. They are the poster child of 'editorial discipline' - they commit to an output and they produce the right volume and the right frequency. 11 people sit on their editorial board.
- M&G Investments - Bond Vigilantes blog They are the poster child of blogging. Opinionated. Controversial sometimes. Always worth a read.
- Hargeaves Landsdown Use of Outbrain. This is from the Guardian's site - day after the budget. One of those nice wee red circles highlighting HI's top left appearance or such?
- EE's CEO blog on linkedin Olaf Swantee is very good. It's a real magazine spread of stuff. They take their themes and amplify them. But also they use Native really well with the Telegraph. Just look at the Telegraph 4G link. It's so rich - it's so well stocked. https://www.linkedin.com/profile/view?id=206751421 http://www.telegraph.co.uk/sponsored/technology/4g-mobile/
- World Class. Rigour. External Voices. 3rd Parties. Interesting Stuff. Proper Journalists commissioning it. What's not to like.
- Well well well. A tie up with Wired Magazine on their landing page. We gotta have this in. Native? Owned? Sponsored? Who cares - it's great.
- Really good news blog - mixes it up. Exactly what I'd like to do. https://bluenotes.anz.com/ Link to PDF worth a read. Seasoned professionals, journalists Sun Life Financial 4% of traffic turned to leads Content served consumers not the bottom line Augmented by paid search, ads and targeted sponsored FB posts Use exclusivity to your advantage – content you can’t get elsewhere Use traffic to build an email list Chunking up content for multiple audiences Six months at least before any momentum is possible (very good for FW by the way - we have been creating a mass of content for 6 months, now it's time to put it to work) https://contently.com/wp-content/uploads/2015/03/150316_On-the-Money.pdf
- On all the metrics that we tracked you can see that the native ad outperformed the traditional one with the exception of likely to use, purchase in the case if this brand, and even then the results were minimal in the favour of traditional In the case of lesser known brands a purchase action can take longer as the user needs to familiarise themselves with the brand following an introduction to it
- The results are clear, Premium Content Websites bring with them a ‘halo effect’. On our key brand metrics (perception, affinity and WOM) the uplift is more than double that of traditional ads, when asked about trust the respondents gave an even more stark result