Content Marketing
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- Content marketing is an important strategy for brands to build relationships with customers through sharing valuable stories and content. It aims to build trust, branding, awareness and engagement. - A successful content marketing strategy is built on data insights and structured plans. It involves measuring the performance of content to understand what works best and plan future content accordingly. - Distributing content through blogs, social media, and collaborating with influencers can help content go viral and build the brand's reach through earned media channels. Building quality relationships with bloggers is important.
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Content Marketing
- 1. - Confidential - APRIL 2014 | CONTENT MARKETING PROPOSAL
- 2. What is Content Marketing and why is it important? Building a great Content Marketing strategy through data Delivering and distributing amazing content -- CCoonnffiiddeennttiiaall -- 2
- 3. Lion & Lion sees Content Marketing (CM) as a game-changing opportunity - Confidential - 3
- 4. Content Marketing is the conversation between brand and customers through stories CM and its objectives explained - Confidential - 4 Content Marketing is about building long-lasting relationships to current and potential customers, by providing stories with valuable content. It aims to build trust, branding, awareness and engagement through various channels in a circular communication. Brands Users / Consumers Stories Customer Interaction In the digital landscape, brands need to talk with customers, not to them
- 5. Among all online marketing channels, CM is the only one present during the entire purchasing journey Most effective channels along the purchase process - Confidential - 5
- 6. ZMOT: The Zero Moment of Truth The concept of ‘pre-shopping’ – in the store and at home “That instant when customers open their laptops, pick up their smartphones or grab their tablets, and search to see if you meet their needs.” ZMOT Handbook, Google, 2012 - Confidential - Increased penetration of electronic devices – especially mobile – now causes an instant response to a stimulus 6 This could be a TV advert, but a user can’t search with the same medium This is a brand new channel within the decision-making process and happens before the First Moment of Truth
- 7. Content Marketing has two parts – Content and Distribution This can be summed up as ‘what to create’ and ‘where to publish and share it’ - Confidential - 7
- 8. CM provides not only branding but a chance to converse with customers, improve search ranking and increase organic traffic The content usage and distribution cycle - Confidential - 8 Search Engine Optimisation Strong social signals are a positive factor for search engines This drives new users to the main site The ‘offsite’ element of CM is important too Content Marketing CM creates high-quality original content for users and readers This can be shared on our social media channels This sparks conversation and develops the story Social Media Throughout the specific campaigns, SM uses original content to engage current and potential users
- 9. What is Content Marketing and why is it important? Building a great Content Marketing strategy through data Delivering and distributing amazing content -- CCoonnffiiddeennttiiaall -- 9
- 10. Great content requires great ideas. Repeated success comes from understanding why those ideas were great Content that targets the business’s interest – and its users interests - Confidential - 10 We create stories that link: • Business objectives • Brands • Consumer interests Content Excellence Liquid ideas Linked ideas We create ideas that are so: • emotionally charged • informative and interesting • enjoyable and thought-provoking that their message cannot be controlled and conversation is sparked
- 11. A successful Content Marketing strategy is built on data insights and structured plans - Confidential - 11
- 12. Measuring and maintaining a success rate for future content Even innovative ideas can be backed up with science - Confidential - We can monitor: • Entrance and exit rates • Bounce rate • Time on page So we can deduce: • Best-performing writers 12 and designers • Most successful types and topics of article • Best platform for sharing
- 13. Using data insights to plan content creation Example of content plan based on data insights Timing Content Production Results in first 72hrs Live date Day Week Topic Style Aim Main messages Distribution type Link Writer Designer Pageviews Entrances - Confidential - 13 Timing Best time to share may be weekend or public holiday Example excerpt of content creation plan Aim and Message Inform / engage / raise awareness / promote traffic, and with what topic Distribution type Blog / website / social media Production team Writer and designer Analysis of results Entrances: How many page views were the first view on that site Bounce rate: Percentage of visitors leaving after just that one page Exit rate: Percentage of visitors who actively click away to a different site Topic and Style Subject of post and best way to present information Bounce rate Exit rate Avg. time on page Blogs Exits** Total time on page** 10/4/2014 Tuesday 15 How to choose the right paint Infographic Inform Paint selection Facebook/Blog Simon Unni 12/4/2014 Saturday 15 Win a free test-kit Article Raise Awareness Win Blogs Khumo Joana 13/4/2014 Sunday 16 Interior styling tips Article Traffic Styling tips Website Eugene Joana 15/4/2014 Tuesday 16 Road Map: where to buy paint in Kuala Lumpur Infographic Inform Where to buy paint in KL Facebook/Blog Khumo Unni
- 14. Our content plan establishes what will be delivered where and when Blog articles will be search engine optimised on keywords, for maximum traffic Content plan (example) - Confidential - 14 Developing our content plans… Agree blog objectives Align on keywords & prioritise based on search volumes Group keywords around topics – to link the searched terms to the blog Define content sharing plan to help drive ePR and iWOM Objectives: • Pull in … new visitors through capturing …% of search traffic • Increase trial requests by … & engage … bloggers to share content • Increase engagement points by … though comments, shares, re-tweets, and likes on social media • Incorporate 100% of the priority keywords and 30% of the portfolio
- 15. Liquid and Linkable ideas under control Content that targets the interests of the business and the interests of the customers 10% of the budget should go to high-risk (and potentially high-reward) content-generating activities 70% of the budget should go into the ‘bread and butter’: low-risk content generation 20% of the budget should - Confidential - 15 Budget go to into innovative content-generating activities High Risk Innovation Low Risk
- 16. Examples of our great ideas – with proven, measurable, success Innovative ideas with data-driven insight - Confidential - Content Marketing for AXA, a world-leading insurance brand After successful blogger outreach and SEM campaigns, we were asked to helped redesign the www.110cancercare.com website 16 We helped to add: • Useful statistics and information • Clarity to the brand’s USPs • A stronger headline and image We created a Slideshare presentation that received over 25,000 views in a month
- 17. Even the most well-known brands in the world have realised the importance of Content Marketing – if it is effectively and strategically distributed - Confidential - 17
- 18. Examples: Famous brands’ views on Content Marketing Companies that completely rearranged their marketing strategy and distribution methods Coca-Cola believes that ‘the corporate website is dead’ and that CM is now the best way to share and engage with consumers - Confidential - 18 Renaissance Hotels, part of Marriott International group, adopted Content Marketing as a way to offer customers amazing travel experiences Red Bull markets their brand as an entire lifestyle rather than simply as a product to buy. They have been called a “publishing empire that also happens to sell a beverage”
- 19. What is Content Marketing and why is it important? Building a great Content Marketing strategy through data Delivering and distributing amazing content -- CCoonnffiiddeennttiiaall -- 19
- 20. Content Marketing, which creates informative and entertaining content, ensures that media moves into the ‘earned’ category This is the hardest to achieve and the most valuable because of third party sharing - Confidential - 20 Media goes ‘viral’ because it is so informative / emotive / entertaining that a significant proportion of people that see it want to ensure others have too – without (paid) incentive
- 21. While owned channels are easily controlled, earned channels like Social Media are useful for rapid growth in reach % of time spent online per activity 4% 17% Social… Services Entertai… News/In… Retail Source: Nielsen, 2011 - Confidential - 21 31% 2% 14% 32% Other [Your Brand] A high social media penetration, and large average number of friends in the region, presents us with a great opportunity for sharing and engaging
- 22. A great distribution strategy for earned media builds on great relationships Our approach to content marketing is a long-lasting, continuous cycle - Confidential - 22 Building Relationships Targeting Market Monitoring and Improvements Influencers Lion & Lion has built up an exhaustive database of prospective bloggers Segmentation of blogs ensures effort is focused on contacting the right blogger Lion & Lion has created an in-house reward system to guarantee balance between the quality of the blogs and volume Lion & Lion has a dedicated team who are active within the communities we engage with We know our bloggers and can create desirable, shareable and tailored content
- 23. Blogs are an effective Content Marketing channel to reach the desired target group - Confidential - Source: Nielsen SEA Digital Consumer Report 2013; 2013 SEA Digital Future in Focus, comScore Inc. 23 70% 15% 15% English Chinese Bahasa 54% Read blogs once a week 64% Of internet users access blogs
- 24. High-quality content and collaboration with the community gives us access to the best quality blogs Interaction with bloggers requires a tailored approach What high-quality blogs taught us Why it works - Confidential - 24 • They are influencers and people listen to them • They help with branding and spread the word • We need long-lasting relationships and online friends • Their links provide high traffic volumes and SEO authority • Bloggers appreciate good content and we can provide it for them • Bloggers can bring value to their readers • There is no monetary transaction, bloggers decide naturally whether to publish or not • The main outcome is a post and relationship Automated or volume focused approaches do not work
- 25. CM can be used as a brand amplifier internally or externally – through engaging on Social Media and collaborating with bloggers - Confidential - 25
- 26. Bloggers monetise their platforms through paid content and advertising Content marketing explained - Confidential - 26 $ $ Blogger Content Pay per post (Negotiated individually) Advertisement Pay per impression (CPM) Example: http://xiaxue.blogspot.com/
- 27. By providing high-quality content to bloggers we ensure both our and their objectives (monetisation) are achieved Content marketing explained - Confidential - 27
- 28. Bloggers boost traffic through referrals and SEO Case study: Example minor activation of bloggers - Confidential - 28 • Promotion of a difficult product – in a market with little interest • Link back to own site to continue to build SEO credit •Difficult product •High target – 50 links • Tight deadline •Capitalise on the up and coming Chinese New Year • Share content as part of a ‘gift pack’ promotion • Educate bloggers on benefits of product and tips to avoid indigestion • + 53 brand references and links • 1.7x more traffic 1.7x implementation
- 29. Casper Andersen MD, Sales & Marketing casper.andersen@lionandlion.com -- CCoonnffiiddeennttiiaall -- 29 Hugh Batley MD, Execution & Operations hugh.batley@lionandlion.com Stefan Bruun Chairman stefan@lionandlion.com