The Power of Content Marketing - Connections LATAM

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Presentation from Kyle Lacy at Connections LATAM in Sao Paulo, Brazil. The power of content marketing!

Marketing

Kyle Lacy
Senior Manager
Global Content & Research
@kyleplacy

We empower digital audiences
through published research,
newsworthy content, influencer
relationships, and visual
storytelling that brings data to
life.

Ginni Rometty
CEO, IBM
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be able to truly
serve the individual.

1. Empathy
2. Perspective Taking
Two types of marketing discovery:
@kyleplacy

Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy@kyleplacy

They were really
good at empathy.
@kyleplacy

Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy@kyleplacy

41% of consumers buy
more from retailers who
send personalized emails
based on past buying
behaviors.Return Path
@kyleplacy@kyleplacy

@kyleplacy
+1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy

Location is more
than a map.
It is also a channel.
@kyleplacy@kyleplacy

85% of our respondents said
mobile devices are a central part
of everyday life.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud

We sent over 1 billion digital
messages on Cyber Monday.

Many of our retail clients
experienced mobile open rates
exceeding 80%

It is important to remember
where content is being
displayed and read.

Four tips to
successful content
marketing

@kyleplacy@kyleplacy
1. Content Partnerships are Key.
2.
3.
4.

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3.
4.

We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy@kyleplacy

Tracking & Measurement
@kyleplacy@kyleplacy

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4.

@kyleplacy@kyleplacy
1. Content partnerships are key.
2. Data always beats opinions.
3. Research is the differentiator.
4. Think like a publisher.

Slideshare.com/exacttarget
Senior Manager
Global Content & Research
@kyleplacy

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2. El Poder del Marketing de Contenido

3. Kyle Lacy Senior Manager Global Content & Research @kyleplacy

4. O que é marketing de contenido?

5. We empower digital audiences through published research, newsworthy content, influencer relationships, and visual storytelling that brings data to life.

6. Blog Video

7. Research Support

8. Four trends shaping content marketing

9. Data Equals Relevance one.

10. Ginni Rometty CEO, IBM What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual.

11. 1. Empathy 2. Perspective Taking Two types of marketing discovery: @kyleplacy

12. Empathy Understanding someone’s emotional state or feelings @kyleplacy@kyleplacy

13. They were really good at empathy. @kyleplacy

14. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy@kyleplacy

15. FY15 Content Pillars @kyleplacy@kyleplacy PILLAR ROLE WEIGHT DESCRIPTION Data Tells All Credibility 15% Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant for all areas of marketing communications from CMO to brand marketer. Be Inspired Motivation 20% Provide inspiring ideas from marketers. Content should spark inspiration for others faced with similar challenges or questions. This will include video and blog posts Personal Development Lifestyle 15% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. Research Thought-Leadership 25% Release market research reports pertaining to three areas > consumer research, marketer research and benchmark reports This includes global regions. Strategy How-To Education 25% Build the value by providing strategy answers and ideas from clients and internal influencers.

16. Moments Matter two. @kyleplacy

17. @kyleplacy

18. @kyleplacy

19. Content Personalization three.

20. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors.Return Path @kyleplacy@kyleplacy

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33. @kyleplacy +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy

34. Location four.

35. Location is more than a map. It is also a channel. @kyleplacy@kyleplacy

36. Content is MOBILE @kyleplacy@kyleplacy

37. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud

38. We sent over 1 billion digital messages on Cyber Monday.

39. Many of our retail clients experienced mobile open rates exceeding 80%

40. It is important to remember where content is being displayed and read.

41. @kyleplacy@kyleplacy

42. Content is LOCAL @kyleplacy@kyleplacy

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48. Four tips to successful content marketing

49. @kyleplacy@kyleplacy 1. Content Partnerships are Key. 2. 3. 4.

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51. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. 4.

52. Data Equals Relevance

53. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy@kyleplacy

54. Tracking & Measurement @kyleplacy@kyleplacy

55. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4.

56.

57. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.

58.

59. @kyleplacy@kyleplacy 1. Content partnerships are key. 2. Data always beats opinions. 3. Research is the differentiator. 4. Think like a publisher.

60. Slideshare.com/exacttarget Senior Manager Global Content & Research @kyleplacy

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