Disruptive (Content) Marketing
DIGITAL SUMMIT DETROIT 2015
#DSDET15
Geoffrey Colon, Group Product Marketing Manager - Social & Emerging Media @ Microsoft
@djgeoffe
#DisruptiveFM

Contents
• The Fragmented Landscape
• Think Less Like a Marketer, More Like a DJ
• The Five Dynamics of Content
• Part I: Disruptive
• Part II: Disciplined
• Part III: Case Study

In an ever fragmenting media world, the question to ask yourself in the
transforming world of media and marketing is:
“How Do I Become Part of a Customer’s Day, Every Day?”
Think and Act less like a marketer, more like a DJ

Why Should Content Marketers Act Like a DJ?
A DJ…
• Understands the Audience
• Entertains the Crowd
• Educates the Crowd
• Programs other people’s music =
CONTENT CURATION
• Remixes other people’s music =
Social by Design CONVERSATION
• Produces original music =
Creates ORIGINAL CONTENT

The Five Dynamics of Content: Understands the Audience
A content marketer, like a DJ, understands the audience in which they are performing. They
understand intimacies via social connection in order to develop content including:
• Short and Long Form
• Thought leadership
• Video
• Customer Connection with Company Employees
• Tone of Voice
• Where that Audience Likes to Congregate Online

The Five Dynamics of Content: Entertains the Crowd
A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large
percentage of the reason why they spend time online. Even the most advanced concepts like cloud
computing will go further if that subject is presented:
• Where It Shows and Doesn’t Simply Tell
• In a Dynamic Manner that is Relatable
• Interconnects with Popular Trending Samples and Topics in the Social Web Zeitgeist
• Incites Sharing of the Experience

The Five Dynamics of Content: Educates the Crowd
A content marketer, like a DJ,
understands the audience is also
seeking education and new discovery.
The most advanced audiences don’t
want to be spoon-fed what they
know, but have insights they can
apply to their life or business with
content that:
• Addresses Issues from Their
Point of View or User Experience
• Doesn’t Explain Everything All at
Once
• Uses Visuals as Much as Words
• Is Not Overtly Branded!
• Your Content Brands You!

The Five Dynamics of Content: Content Curation
A content marketer, like a DJ,
understands the audience is
also seeking an overall
experience. Audiences don’t
judge or learn by one tune, but
how hundreds of songs are
mixed and matched together
into a new form of storytelling.
Good content marketers curate
an experience that:
• Includes Content Made By
Others
• Uses Customer-Centric
Language and Behaviors
• Measures the Entire
Performance, Not Simply
One Song from the Set

The Five Dynamics of Content: Social by Design Conversation
A content marketer, like a DJ, understands the
audience is seeking reinterpretation based on others
original creations. Audiences may like a song, but
want to hear how the DJ remixes it to create an
entirely new experience. This is done via:
• Remixed Content
• New Forms of Interpretation
• Building Off the Ideas of Others

The Five Dynamics of Content: Original Content
A content marketer, like a DJ, understands the audience is
seeking original content production that helps give voice to
that DJ as a true creator. Audiences want to see a DJ that
doesn’t simply spin other people’s music but can evolve to
produce their own.
Thus the need for:
• Creativity
• Originality
• Creative Destruction

Part I. Disruptive

What do we
mean by
disruptive
marketing?
• Not necessarily harmful to other businesses, more disruptive or destructionist
toward your own organization’s way of thinking
• Designs around people
• Approaches problems using a 50/50 approach “What If” batch of solutions
• Right brain equally powerful as the left brain
• Analytics Drives Creative Solutions
• Creative Solutions Drives Metrics
• Metrics Determine Success, Pivots, Perseverance
The Question

The Theme:
Test
Q: How do I know if this
will work?
A: Run a Test!
Q: How if I fail?
A: You can only learn
Track
Q: How do I do this?
A: Several KPIs will help
you. There isn’t one
finite measurement
Q: Is it expensive?
A: Most social platforms
come with built-in
analytics
Measure
Q: What is the most
important metric?
A: Right now
engagement rate or
interaction rate
Q: Why?
A: It’s a barometer if
your targeted audience
approves of your
content

The Objectives:
Brand Awareness
Getting people to know
who you are
Getting people to know
about your product
Getting people re-
acclimated toward your
product
Visits to your Owned
Channels
All content is tagged
with a CTA
Measurement is in site
visitations / bounce rate
Long term goal =
conversions
Social Discussion
Around a Topic
Is your content getting
people to talk about a
subject?
Is it getting people to
share a piece of content
you created?

• Activities They
Participate in
• Brands They
Purchase
• Politics
• Psychography
• Netnography
• Profession
• Job Title
• Industry
• Interests
• Age Range
• Geographical
Location
• Languages
Spoken
• Gender
• Education
• Salary
• Devices They
Use
• Entertainment
They Enjoy
What is the Science of Your Customer?
Why do customers prefer some content over others?

Why Do People Like the Color of Artificial Junk Food?
Neuroscience has
determined people like
artificially colored junk
food because it gives
them a sensation and an
emotional high when
they see it and consume
it.
This same neuroscience
has determined whether
a pop song will be a hit.
It also will determine
whether your content
will resonate

What is the Most Disruptive Content Marketing?
Goes beyond
traditional brand
research that has
historically tracked on
awareness and attitude
and looks at non-
conscious measures
including:
• Emotion
• Passion
• Personal Value

Studying Cognitive Emotional Response from Communications
A 2013 study showed brain patterns that when a brand of
product is revealed prior to sampling, a part of the brain
associated with happiness is triggered if that sampling
experience is positive. The test suggests emotional
connections to brands dominate consumer purchase
decisions.
Even in B2B which often focuses on logic-based value,
the use of emotion, colors, even music can be the
differentiation factor that leads to success.

Part II. Disciplined

Search and Social Data
Creative Insights
Trending Topics
Social CRM
• Is the audience engaging
with content?
• What type of content
performs best?
• Are you using different types
of creative for segmented
audiences?
• What are customers saying
about your area of
expertise?
• What do customers say
about your products?
• What is your response time
to customers on social?
• The Science of Your Customer
• APIs
• Measuring Response
• Bing Keyword Research Tool
The 5 Factors of Disciplined Content Marketing
• Twitter / Facebook
• Google / Bing Searches
• Capturing Mobile Search
Mindshare using Search
Engine Marketing Products
(Bing Ads)
• News
Distribution

Real Time Context Is Important
Timeliness and immediacy play heavily into
content success due to two factors:
• Mobility of messaging (devices)
• Speed of messaging (business success is
made or broken on a combination of
three factors communications, design
and product technology performance.
Note, it’s NOT just the product
technology but how others, especially
peers, talk about the product!)
This is why brands try to newsjack around events. The
issue? Those events are not always emotionally relevant
to the customer because the brand messaging and
customer NEUROSCIENCE do not align!!!!

The KPIs of Content Marketing
Social Media
Metrics
Website Traffic Brand Awareness Lead Generation Sales ROI
93% 48% 53% 33% 27% 20%
Real time and content marketing use softer KPIs like social media metrics and web traffic to measure
success as compared to sales or Return on Investment (ROI). Although social media metrics are new
and not yet definitely quantifiable as a metric, they are increasingly used in measurement.

Consumer Sentiment
16%
Purchase Intent
14%
Interest
18%
Likelihood to
Recommend
18%
Seriously Consider
Purchase
18%
Key Area Lifts from Content Marketing

Algorithms
Shift
Don’t Build on
Rented Land!
Forget “Likes” and
“Followers”
Content Marketing: Best Practices
Facebook and
Twitter are closing
their APIs more to
third parties
Limited data
to inform
the future
Quantity
doesn’t equal
quality
Scale makes
it hard to
identify
advocates
Organic reach
is limited by
social
algorithms
Know where your
org has authority
Map out a content
and asset
production plan
Focus your
content
marketing in
these areas
Don’t be afraid to
take a stand
Create
original
content only
Serve to
customers at
the contextually
appropriate
time
Use the 4-1-1 rule: 4 pieces of
entertaining/educational content, 1 piece of
promo content, 1 piece of equity content.
Short form, long form, visual, video

Part III. Case Study

Content Marketing: A Case Study - Rethink B2B Marketing
“What Does Your Audience Crave?”
by Michelle Killebrew of IBM
@shellkillebrew

Inspiration
What Did Our
Audience Crave?
How Did We Craft
the UX to Delight
the Audience?
Content Marketing: A Case Study
Thought
Leadership
Content
Tailored to
Their Role,
Not a Product
Interesting
facts they can
use right now
Demonstrate
leading edge
web design
and interface
Content that
shows, doesn’t
tell – video,
infographics,
webinars
What Content Did
We Create for Our
Audience?
How Did We Track
Measurement?
Relevant,
focused
content
Sprinkled with
evergreen so it
remains timeless
Easy to
share!
Web analytics Social
engagement
rate
Website based
remarketing
(AdWords/Bing
Ads)

Thank you

Connect with Geoffrey:
Web: http://geoffreycolon.net
Twitter: @djgeoffe
LinkedIn: http://linkedin.com/in/geoffreycolon
SlideShare: http://slideshare.net/geoffreycolon
Tumblr: http://disruptivemarketer.net
Podcast: Download the Spreaker app – “Disruptive FM”
https://www.spreaker.com/show/disruptive-fm
Book: “Disruptive Marketing” on
AMACOM Books to be released August 2016
http://disruptivemarketer.net
http://www.amacombooks.org/

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