Lorraine Goldberg - Content Marketing Boom or Bust? Surprising Truths and Myths behind Best Practices.
1. 10 MYTHS & TRUTHS OF CONTENT MARKETING
LORRAINE GOLDBERG | August 14, 2017
@voraciousgirl @allrecipes
2. Meredith Digital brands deliver fresh, original content – through trusted experts, daily
stories, tools, how-to instruction and communities – that energize women to succeed
with all parts and phases of their lives. Highly tailored, targeted experiences flow
across channels, devices and platforms to inspire and inform her consumer journey
at all points of need.
ACHIEVE
DAILY. DREAM
BIG.
100 Million Women
@voraciousgirl @allrecipes 2
3. Inspiring the World to
Discover and Share the Joy
of Home Cooking.
3
ALLRECIPES’ MISSION
3@voraciousgirl @allrecipes
4. THE WORLD’S LARGEST DIGITAL FOOD BRAND
82
55MILLION
Home Cooks &
Shoppers
Across Phones,
Tablets & Desktop
#1
24MILLION
App Downloads
Consumer Satisfaction Score
1.5BILLION
Annual Visits
19 24 13LanguagesSites Serving… Countries in…
Source: ComScore 2015, Adobe Site Catalyst, iTunes, Foresee 4@voraciousgirl @allrecipes 4
6. TRUTH: IT’S ABOUT THEM
• Deliver content that
authentically meets your
audience.
• Understand the consumer
journey.
• Tailor your content to the
context and channel.
6@voraciousgirl @allrecipes
7. CASE STUDY: #LOVEMYSHAPE
• Marriage of consumer
engagement data and
brand thought leadership.
• Results: 218M+ social
reach, 18K+
images/videos with
hashtag shared on
Instagram (All organic, no
paid promotion).
7@voraciousgirl @allrecipes
9. TRUTH: IT’S ABOUT THEMMYTH: IT’S COMPLEX
• Be Data Informed.
• Channel Specific: Speak to the audience
where they are in that moment.
• The best content marketing tells a story
that deepens brand loyalty and
engagement.
• Embed yourself with content creators.
• Good content = Good marketing.
• Test & Optimize 9@voraciousgirl @allrecipes
10. HOW DATA INFORMS CONTENT: DAILY/WEEKLY/MONTHLY
Content
Creation
Social
Content
Engagement
Metrics
Google
Trends
Competitive
Intelligence
Web
Analytics
Trend
Performance
Subject Line,
Top
Performers
SEO
Intel
Category
Intelligence
News
Monitoring
10
Industry
Intelligence
Social
Intelligence
11. TRUTH: IT’S ABOUT THEMPINTEREST: TEST & OPTIMIZE
• Do you always need an overlay?
• Testing overlays doubled CTR & engagement.
• Content should be attainable and inspirational.
• Offer Value & integrate keywords.
• Descriptions should be meaningful. Don’t use
promo-language.
11@voraciousgirl @allrecipes
13. TRUTH: IT’S ABOUT THEMTRUTH: THUMBSTOPPER
• Create content that
stands out.
• Prepare for the skim.
• Hook’em.
• Engage Them.
13@voraciousgirl @allrecipes
14. TRUTH: IT’S ABOUT THEMCASE STUDY: THANKSGIVING
• Goal: Celebrate the love of food and
the holiday.
• Captured strong audience attention
driving high levels of engagement.
• Highly relatable.
• Results: 14.1M+ social reach, 608K
engagements, 5M video views.
14@voraciousgirl @allrecipes
16. TRUTH: IT’S ABOUT THEMTRUTH: IT’S KEY
• You have less than 3 seconds
to grab their attention (aka the
scroll).
• Avoid stock photography or
things that look like stock
photography.
• VIDEO: 360, Live, Short & Long.
• Infographics
• Instagram Stories & Albums.16@voraciousgirl @allrecipes
19. TRUTH: IT’S ABOUT THEMMYTH: IT’S LIKE DATING
• It’s like a crowded bar. You have to stand out.
• Always be dating your fans/followers. Surprise
them. Make them fall (& stay) in love with you.
• Accept that everything you do won’t be a win.
It’s ok to fail sometimes.
• Grow w/your audience & lead them to where
you want to go. It’s a reciprocal relationship.
• Celebrate the macro & micro moments.
19@voraciousgirl @allrecipes
21. TRUTH: IT’S ABOUT THEMMYTH: TEST YOUR BRAND’S LIMITS
• Extend your brand and take
risks.
• Vanilla is good. But to stand
out, create funfetti.
• Think outside the box.
• Stand for something.
21@voraciousgirl @allrecipes
23. TRUTH: IT’S ABOUT THEMMYTH: THEY SHOULD WORK TOGETHER
• Create specific goals for each
channel.
• Create content that meets the needs
and best practices for the channel.
• Always be testing.
• Use learnings from each channel to
apply to each other.
• Learn more about your desired
audiences.
23@voraciousgirl @allrecipes
25. TRUTH: IT’S ABOUT THEMTRUTH: CONTENT IS REAL-TIME
• Watch and predict
trends
• Create content that
echoes what people are
talking about
• Celebrate the “small-a-
days”
25@voraciousgirl @allrecipes
26. TRUTH: IT’S ABOUT THEMCASE STUDY: NATIONAL RANCH DRESSING DAY
• Create content around
increasingly popular “micro”
holidays
• Use Instagram stories to
showcase “snackable”
moments
• Results: 3K Instagram
Engagements & 200K
Impressions via posts & stories
26@voraciousgirl @allrecipes
28. TRUTH: IT’S ABOUT THEMMYTH: IT’S NOT JUST ICING ON THE CAKE
• Ideation: Data-Informed.
• Competitive Research: What works
and doesn’t work for your
competitors.
• Ask: What lessons can you learn?
• Test throughout.
• Data should inform what you do at
all parts of the process.
28@voraciousgirl @allrecipes
29. TRUTH: IT’S ABOUT THEMTHE “VIRTUOUS” DATA CYCLE
We use real-time, near- and long-term
data insights throughout the content
lifecycle to understand:
• The audience we need to reach...
• Where, when, and how to reach
them...
• How to create differentiated content
that drives engagement and
monetization...
• How to optimize that content in
real-time…
• Which data to collect to inform the
next interaction.
29@voraciousgirl @allrecipes
30. TRUTH: IT’S ABOUT THEMDATA INFORMS SOCIALLY-DRIVEN VIDEO CREATION
Content
Creation
Video
Creation
Social Insights
Site
Traffic
Data
Organic
Search
Trends
Newsletter
Stats
Monitoring
Competitor
News
Monitoring
Eating Well experts and
editorial staff produce social-
first content driven by
proprietary insights from
social, onsite, search; and
trend monitoring.
30@voraciousgirl @allrecipes
31. TRUTH: IT’S ABOUT THEMCASE STUDY: EATING WELL
• 40 Videos with 1M+ Views.
• 120M Social Video Views.
• 70% Year over Year increase in
traffic to Eating Well from
Facebook.
• +74% Organic Growth in Fans
(+1.2M).
31@voraciousgirl @allrecipes
33. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
33@voraciousgirl @allrecipes
Social Media Results:
• 21M Video Views on
Facebook
• 53M People Reached on
Facebook via Video
• 1.5M Engagements
• 34K New Facebook Fans:
2.7% Lift in total fans
MYTH: MEASURE SUCCESS IN UN-SUSPECTING
WAYS
34. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
34@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS
Traffic to recipe increased by 64x after video went viral
on Facebook
35. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
35@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS
36. TRUTH: IT’S ABOUT THEMCASE STUDY: FETA TURKEY BURGERS
36@voraciousgirl @allrecipes
CASE STUDY: SPINACH FETA TURKEY BURGERS