This deck supported our presentation on content marketing at the The Digital Marketing Show Nov 2014

1. A holistic approach
to content marketing
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2. Howard Scott
Digital Transformation,
Brand & Marketing
Strategist/Consultant
@Howard_Scott
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3. #1
CONTENT IS NEW?
#2
CONTENT TRENDS
#3
P.O.C.
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4. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
MANTRA
As marketers we want people to do
three things:
- Notice our brands
- Relate to our brands
- Act on our messages
The

5. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
MANTRA
Get the right content
to the right person,
in the right location,
at the right time.
The

6. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
CONTENT
Videos, webinars, tools, blog
posts, how-to-guides, news,
Q&As, images, photography,
infographics, podcasts...
Anything?
Econsultancy B2B Trends Brief 2014
What Is

7. CONTENT IS
EVERYTHING
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8. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

9. COMPLICATED
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It’s

10. Four key content
trends driving 2014+
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11. Trend #1
PERSONALISATION
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12. 2013 – the year we all went mobile
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Personalisation

13. 2014 – the year the ‘selfie’ hit mainstream
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Personalisation

14. Savvy brands are already placing their consumer at the heart of their
communications
Coca Cola ‘Share a Coke’ Coca Cola ‘Christmas 2014’
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Personalisation

15. 78% of consumers feel that brands that create unique and personalised content
are more interested in building a relationship with them
Google Think October 2014.
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Personalisation

16. Trend #2
COLLABORATIVE
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17. 50% of Millennials refer to themselves as ‘foodies’
- BBDO Millennial Food Study
Collaborative economy
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18. Airbnb and Uber offer a new service model for business
Airbnb Uber
Collaborative economy
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19. Feastly – Airbnb for Dinner
Feastly homepage.
Collaborative economy
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20. Trend #3
LOCATION
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21. Exciting new opportunities are becoming possible
by using time & location.
#lookup campaign from British Airways.
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Time & Location

22. Brands trial iBeacon technology
Carrefour Duane Reed iOS app
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Time & Location

23. Making your content relevant to what people want
at a specific time or location is really smart
Push for Hunger fridge magnet from Red Tomato Pizza.
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Time & Location

24. Trend #4
EXPERIENCE OVER DATA
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25. Experience trumps all
Providing valuable engaging content that makes your
brand relevant is what matters. Data is the enabler.
P&G Interactive Infographic
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Data
Information

26. Experience trumps all
Providing valuable engaging content that makes your
brand relevant is what matters. Data is the enabler.
Utility
Nearest Coffee app from Illy.
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Data

27. Experience trumps all
Providing valuable engaging content that makes your
brand relevant is what matters. Data is the enabler.
Starbucks ‘Tweet a Coffee’ Budweiser Buds for Buds
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Data
Monetary

28. Experience trumps all
Providing valuable engaging content that makes your
brand relevant is what matters. Data is the enabler.
Xbox Live, Netflix
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Data
Entertainment

29. YOU NEED A PLAN
WHEN IT’S THIS
CRAZY
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30. A plan
...plans require a why, who, what, where, how and when.
Content strategy
is about figuring out
the best way for content
to help you
accomplish something.
A business objec<ve
...which is SMART.
What exactly
is content?
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A
DEFINITION

31. Customer
Paid
Owned
Network
Borrowed
CRM
Research Insights
Content
Mix
Where
Physical
Digital
Real-­‐<me
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Keywords
Messaging
Corporate
Stakeholders
Value
Exis<ng
Subjects
Who &
What
Search Insights
Measurement Framework
Objec<ves
Why
Social Media
Monitoring Insights
Building
Governance
Re-­‐purpose
Calendar
Create
Format
Budget
People
How &
When
Processes
Shelf-­‐life
Tone of Voice
PlaRorms
Facebook
TwiSer
Pinterest
Broadcast A/B Tes<ng
Recommenda<ons
Outreach
Targets
Media
Rela<ons
THE PLAN
Decision
Brand Marcom Ac<vi<es Making
Criteria
Rela<onship Stage
Personas
Customer Exclusive

32. Why
A
Stages 1 & 2
What Is
Where does a content strategy fit
within a broader strategic context.
Why do we need a Content Strategy.
Who, What and Where
B
Stages 3 & 4
Design Audience Rela<onship
Journey Frameworks for Explorer
Families and Independent Adults.
Stages 5 & 6
Capture a comprehensive view on
what content is currently being
used.
How and When
C
Stage 7
Analyse the completed Audience
Rela<onship Journeys to iden<fy
how the current ac<vi<es need to
change. (Start, Stop, Con<nue).
Next Stages – Not scoped
Revise all ac<vi<es with due
considera<on to measurement,
budgets and capabili<es,
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Capability
D
Stage
8+
Capability gap analysis and
development.
Looking at areas such as resources,
skills & experience, organisa<onal
design, processes, systems,
infrastructure, culture and behaviors.
Agree SMART objec<ves and
the strategy.
Agree this project scope, process
and deliverables.
CONTENT

33. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The
RESULTS
• More Agile
• Improved customer insight
• More responsive
• Clearer ‘truth’ of customer
needs
• Better forecasting of
requirements
• More pro-activity
DAM Up To Eleven White Paper, Northplains, 2014

34. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

35. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

36. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
The
CHALLENGE

37. Brand’s Needs
W
X
Y
Z
A
B
C
D
E
F
Customer’s Needs
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38. Introducing our
CONSUMER JOURNEY FRAMEWORK
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39. PROGRAMMATIC MEDIA
Programmatic media buying for
the new brand launch
Programmatic social media buying
for marketing campaigns
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40. Social Sampling
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OUTREACH

41. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
OUTREACH
Blogger
Events

42. RESULTS
+227%
increase total page reach
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Key

43. RESULTS
+158%
Facebook post reach
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Key

44. RESULTS
+337%
increase community engagement
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Key

45. Thank you
@howard_scott
@headstream
The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties