A presentation given at the 2014 Content Marketing Show, hosted by the Canadian Marketing Association. In this talk, I reviewed some of the challenges and opportunities for content marketers and some findings from a recent analysis studying the top 25 Canadian brands and their social marketing and programmatic buying presences.

1. Some
Facts
and
Opportuni2es
In
Content
Marke2ng
Paul
Cowan
SVP,
Performance
Content
@cowanpkc

2. 1,497
453
587
2.4%
7

3. So
that
is
who
I
am,
strictly
by
the
numbers.
What
does
that
say
about
me?
Not
much,
there
is
no
context.

4. This
is
who
Google
thinks
I
am
based
on
my
browing
and
search
behaviour…
>
Child
Care
>
Dic2onaries
&
Encyclopedias
>
Food
&
Drink
>
Jeep
>
News
>
Online
Image
Galleries
>
Paren2ng
>
Science
>
Watches
>
Women’s
Clothing
>
Skirts
Try
it
at
Google.ca/se[ngs/ads

5. So
these
are
the
ads
I
see…

6. As
a
40
year
old
male,
Google
may
be
serving
some
slightly
off-­‐target
ads.
There
must
be
a
be`er
way
to
capture
data
and
leverage
signals
that
people
are
emi[ng
to
develop
more
contextually
relevant
ads.

7. This
is
the
challenge
for
all
content
marketers.
Context.
Relevance.
Need.

8. DOES
BRAND
SUCCESS
=
SOCIAL
OR
PROGRAMMATIC
SUCCESS?
An
Analysis:

9. Top
25
Brands
Facebook
+
Twi`er
Engagements
Programma2c
Impressions

10. 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
CANADIAN
BUSINESS
THE
TOP
25
BRANDS
AS
RANKED
BY

11. 1
2
3
4
5
6
7
8
9
10
Only
4
of
the
top
ranked
brands
rank
as
a
top
social
marketer
Brands
with
the
best
Facebook
engagement:
Na2onal
Bank,
McCain,
Canadian
Tire.
Only
one
brand
has
no
presence
at
all:
Power
Corp
of
Canada
SOCIAL
PERFORMANCE
RANK

12. 1
2
3
4
5
6
7
8
9
10
11
brands
don’t
register
any
programma2c
spending
5
of
the
top
10
ranked
brands
show
no
RTB
spending
RTB
PERFORMANCE
RANK
Finance
rules
RTB;
retail
is
somewhat
absent

13. 3
Things
you
should
be
doing:
CONTEXT
1
2
3
RELEVANCE
NEED

14. CONTEXT:
Harvest
real
signals
people
emit
in
digital,
social,
and
mobile
channels.

15. 58%
Male
19.7
Years
Old
19.5
annual
income
3.6%
New
York
Content
Clusters
RTB
Buying
Parameters
Micro-­‐Audiences

16. GEO
SENSORS
RELEVANCE:
Experiment
with
mobile…data
GEO
SOCIAL

18. NEED:
Think
like
a
direct
marketer

20. …and
we
are
tracking
you.

21. Thanks!
And
now
for
some
shameless
plugs…
>
Want
more
info
on
the
study?
@pcg_lab
>
Want
more
info
on
Performance
Content?
PCGLab.com
>
Troll
me
@cowanpkc