Yahoo! Research - Return on Inspiration: New World Content Marketing

1. Yahoo 2015. Confidential & Proprietary.
Return On Inspiration
New World Content Marketing
For enquiries please contact :-
Paul Hardcastle – paul.hardcastle@yahoo-inc.com
Director, EMEA Research Yahoo

2. Yahoo 2015. Confidential & Proprietary.
Content marketing is nothing new, but it’s
changing rapidly
2
Content marketing has always been around. It’s growing. It feeds the vanity of companies and
their desire for control and direct interactions… …Content marketing is about fulfilling people’s
dreams and aspirations and suspending disbelief. Aspirations have to be satisfiable. That said,
they can be delivered by anyone and any brand – whether it is Coke or Burberry.
Claire Enders, Founder of Enders Analysis

3. Yahoo 2015. Confidential & Proprietary.
The paradox of brand storytelling
Source: SmartInsights European Poll: http://blog.hubspot.com/marketing/content-marketing-in-europe-data
The Content Marketing Challenge: The Solution:
What are the factors that drive the best
content marketing experiences?
1
Marketers who believe in the
power of content marketing97%
Create a measurement model to calculate
the ROI value of content marketing
3
Their company’s adoption of
content marketing has been
poor
68%
Create a ‘how to’ around delivering the
best content marketing for marketers
2
Have found it difficult to
measure the ROI of content
marketing
51%

4. Yahoo 2015. Confidential & Proprietary.
How we explored content
4
Phase 1
Gathering ideas and
concepts to test
Understand
the C-suite
view of 25
UK brands
Marketing
Society
Event
A view of CM
in today’s
media
landscape
Expert
Interviews
Academic
perspectives,
concepts of
‘engagement’
Desk
Research
Phase 2
Developing a best
practice framework
Consumer
view from
across
Europe
Digital
Communities
Visual and
graphical
clues to
engagement
Semiotic
Analysis
In-depth
views from
three UK
groups
Consumer
Groups
Phase 3
Establishing key drivers
of content marketing
Visual and
graphical
clues to
engagement
Semiotic
Analysis
4,000 person,
multi-market
quant
Online
Survey

5. Yahoo 2015. Confidential & Proprietary.
An EMEA-wide industry approach
5

6. Yahoo 2015. Confidential & Proprietary.
Inspiring Content Marketing
The CMO Perspective

7. Yahoo 2015. Confidential & Proprietary.
Creation of the content opportunity
Old World rules of broadcast and interruption
have become less relevant
Content Marketing becomes the
most credible vehicle for facilitating this
New World brand – consumer relationship
Brands
No longer hold all the
power, must be
responsive to consumer
demands
Consumers
Expect brands to be more
open, transparent, and
accessible and care about
them more

8. Yahoo 2015. Confidential & Proprietary.
Industry guidance required
“We need to understand what our
measures actually mean – as a
global marketing team we can get
excited about 3 million likes on
Facebook, but often they’re
actually being derogatory towards
the brand. We need to understand
if they’re promoters and what
they’re actually saying”
What are the
rules of play?
Isn’t much
activity is
happening
‘off-piste’?
Is it about
CR, Sales, or
CRM? All of the
above?What role does
it play in the
overall marketing
toolkit?
Content
Marketing

9. Yahoo 2015. Confidential & Proprietary.
Evolution of the purchase funnel
Relationship Building
Tactical Sales Push
Brand Building
News &
Personal Relevance
Consideration
Preference
Purchase
Awareness
Tradition Marketer’s Purchase Funnel
Current View
Content Marketing Cycle 360
Future view – loyalty benefit

10. Yahoo 2015. Confidential & Proprietary.
Content consumption’s New World Order
‘I find
content’
Old
World
‘Content
finds me’
New
World
Content
consumed in
fixed silos.
Interruption-
tolerance
‘advertising’
relationship.
Light digital.
Older, 35+.
Resists content
marketing.
Lower levels of
engagement.
Constant feed of
relevant content
flows to them.
Happy to accept
sponsored content
in return for
aggregation
services.
Heavy digital.
Younger, 16-34.
Open to content
marketing.
Higher levels of
engagement.
News
Music
Connection
Interests
Visuals
Humour
News
Connection
Visuals
Music
Interests
Humour
Source: Qualitative Research

11. Yahoo 2015. Confidential & Proprietary.
Content Marketing
The Model of Success

12. Yahoo 2015. Confidential & Proprietary.
Which factors drive content impact?
We showed 4,000 consumers in EU4 a
set of best-in-class content marketing and
asked them a number of questions about
different aspects of it.
Purchase
Intention
Brand
Affinity
Advocacy
We took this data and used a statistical
tool called CHAID to model out which
aspects are most likely to drive:

13. Yahoo 2015. Confidential & Proprietary.
It doesn’t
have a
hidden
agenda
I believe
what it is
saying
It is
something to
talk about
It is topical
Shows me
new ways
of doing
things
It helps me
improve my
everyday
life
It is sincere
It provides
plenty of
useful info
It evokes
strong
feelings
Open my
eyes to new
perspectives
It makes
me feel
closer to
the brand
It’s a fresh
take
It interests
me
I would
return to it
in the future
Inspires
me to try
new things
Memorable
It looks
beautiful
Catches my
attention
Which factors drive content impact?
13
It helps me
learn new
things
Content
Marketing

14. Yahoo 2015. Confidential & Proprietary.
Purchase Intention
More likely to purchase
Brand Affinity
Feel more positive about brand
Advocacy
More likely to share
14
Inspiration. The primary influencer.
14
+ inspires me
to try new things
Baseline
Potential
multiplier effect 1.84 1.75 1.76
37%
68%
36%
63%
41%
72%
+ inspires me
to try new things
+ inspires me
to try new things

15. Yahoo 2015. Confidential & Proprietary.
Purchase Intention
More likely to purchase
Brand Affinity
Feel more positive about brand
Advocacy
More likely to share
15
Inspiration. The primary influencer.
15
+ Feel closer to
the brand
+ Evokes a
strong feeling
Inspires me to
try new things
x1.84
x2.16
x2.29
+ Feel closer to
the brand
+ Open to new
possibilities
Inspires me to
try new things
x1.75
x1.97
x2.14
+ Improves my
everyday life
+ Something to
talk about
Inspires me to
try new things
x1.76
x1.98
x2.14
…combines well with factors
that drive emotions
…combines well with factors
that drive novelty and
emotions
…combines well with factors
that drive talkability and
utility

16. Yahoo 2015. Confidential & Proprietary.
The Creative Consumer
16
‘In 2015 Consumers will care less about what they
have or buy and more about what they can do or
create…
Reducing if not eliminating the barriers to the
creation of high-quality output will be the key to
delighting aspirational consumers everywhere.’
Trendwatching 2015 trends

17. Yahoo 2015. Confidential & Proprietary.
All brands have potential to inspire
ConsumerBenefits
BrandApplicability
Creative New
Ideas
Established
Brands
Knowledge
& Utility
New
Brands
Inspiration

18. Yahoo 2015. Confidential & Proprietary.
The Six Steps to Inspiring Content
Best Practice

19. Yahoo 2015. Confidential & Proprietary.
The 6 steps to inspiring content
1.
Your Aesthetic,
Your Content
2.
Knowledge
Empowers
4.
Show Positive
Intent
5.
No Trust,
No Inspiration
6.
Keep
Entertainment
Simple
3.
Tell Real,
Compelling
Stories

20. Yahoo 2015. Confidential & Proprietary.
Return On Inspiration
These six steps…
1. Your Aesthetic, Your Content
2. Knowledge Empowers
3. Tell Real, Compelling Stories
4. Show Positive Intent
5. No Trust, No Inspiration
6. Keep It Simple
Purchase
Intention
Brand
Affinity Advocacy
x1.84 x1.75 x1.76
…drive marketing impact

21. Yahoo 2015. Confidential & Proprietary.
New World Content Marketing
Return On Inspiration