This document discusses key findings from Econsultancy's research on content marketing. It finds that: 1) Content marketing is not going away and more brands see it becoming the majority of their media mix. 2) Marketers need to think like CFOs and measure content marketing's impact on metrics like conversion rates and cost reductions. 3) Content should be approached as a program with a mix of routine, special project, and developmental content.

1. 16 July 2014 Copyright © Econsultancy
Content Marketing – 5 Essential
Findings From Our Research
Stefan Tornquist
VP Research
@MarketingStefan

2. #1 Not going away
16 July 2014 2

3. 16 July 2014 3Source: Econsultancy, 2014
Consumer
Brands
42%
34%
4%
20%
Global1,000–ConsumerBrands
Little has changed
Under pressure and vulnerable
(Followers)
Adapting to new challenges
(Mainstream)
Changing their sectors
(Leaders)

4. Content really is replacing [some] paid media
16 July 2014 4
78%
74%74%
65%
51% 48%
0%
30%
60%
90%
Senior leadership believe that content-based,
“inbound” marketing will be the majority of
media mix in the near to medium future
Content-based, “inbound” marketing now
represents more than 20% of media mix
investment
P
Leaders Mainstream Followers
Source: Econsultancy, 2014

5. #2 Think like a CFO
16 July 2014 5

6. 16 July 2014 6
Only…
30% look at conversion rates
30% at reduced support costs
25% at retention
12% higher order value

7. Making the case…
• Give it six months
• Establish internal benchmarks & draw connections
between easy to get metrics and deeper ones
• Measure anything you want, but report behaviors
• Report short and quarterly
16 July 2014 7

8. #3 Think program
16 July 2014 8

9. The 70: 20: 10 Rule at the BBC
70% of content20% of
content
10% of
content
Routine content management
(no development needed)
major minor
Special projects
Development

10. Our own experience…
Launch/tweet/webinar in 30 days…
16 July 2014 10
Month 1 Month 2 Month 3 Month 4
Survey
launch
Blog post #1:
research aims
Report
launch
Press
outreach
Social
Site page
Blog post #2:
Webinar/Hangout
with Econsultancy
Blog post #3:
Page on site
Links
Blog post on
main findings

11. Our own experience…
Launch/tweet/webinar in 30 days or…
16 July 2014 11
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Survey
launch
Blog post #1:
research aims
Report
launch
Press
outreach
Social
Site page
Blog post #2:
Blog post #4Webinar/Hangout
with Econsultancy
Blog post #3: Event with
Econsultancy
Page on site
Links
Blog post on
main findings
Interviews
w/author
Blog posts on sub-
cuts of data
Infographic on
new slices
Posts on verticals

12. #4 Even more tech
16 July 2014 12

13. 16 July 2014 13

14. … needs the
ability to select
page templates …
… without having to wait for input from any other Skype team
… flexibly fill these
templates with
components and
sub-components …
… and then fill
those
sub/components
with content
Targets
Success
metrics
Content
distribution
Content review
& optimisation
Content
production
Skype defines what they need in a CMS…

15. Targets
Success
metrics
Content
production
Content
distribution
Content Review & Optimisation
Moving from a page-based
content model to content
objects …
… that can be rendered in
different ways in different
contexts, and on different
pages
… and can have their effectiveness measured and
optimised as a content object rather that a part of several
different pages
Content review
& optimisation
Skype defines what they need in a CMS…

16. Content Distribution
Rules-based, dynamic rendering of content (for
different devices and locations) would make
content distribution much more efficient and
scalable
Targets
Success
metrics
Content
production
Content review
& optimisation
Content
distribution
Skype defines what they need in a CMS…

17. #5 White papers won’t cut it
16 July 2014 17

18. We’re all becoming “Millennials” in our media habits
16 July 2014 18
Consumes bites not meals
Most casual content via mobile device
Media life dominated by images, not words

19. 16 July 2014 19
Short is good (<250 words)
Medium is bad (~250-1,000 words)
Long is good (>1,000 words)

20. Why bother?
(because a commitment to content and digital makes
companies more money than their competitors)
16 July 2014 20

21. Burberry’s 2006 Vision
16 July 2014 21
“ The vision was to be the FIRST company who
is FULLY DIGITAL…to build a SOCIAL
enterprise.
Former Burberry CEO A. Ahrendts

22. Aggressive digital investment
16 July 2014 22

23. MOBILE
SOCIAL
PHYSICAL
Burberry: Anyway, Anywhere
16 July 2014 23

24. Content-first, integrated strategy = money
16 July 2014 24
CAGR 00-11:
+4%
CAGR 00-11:
+14%

25. 16 July 2014
Thank You!
25
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan