Building A Winning Content Strategy

Webinar
Building A Winning Content
Marketing Strategy
Ryan Skinner, Senior Analyst
May 13, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 2
Agenda
› Consumers Disrupt Marketing
› Content Marketing As Response
› Random Acts Of Content Marketing
› The Content Brand Value Chain
› Content And Customer Life Cycle
› Recommendations

Agenda
› Recommendations

Customers Are Active Media Players
Perpetually
connected
Feeding back
Searching
Sharing

So Customer-Centric Businesses Win

Customers Are Less Open To Ads
THEY PREFER TO FIND CONTENT THEMSELVES, FROM RELIABLE SOURCES
For all the advances of
online targeting, we
still think we can find
information better
ourselves

Customers Control The Purchase Path
USE INFORMATION THEY FIND THEMSELVES, FROM MORE SOURCES, FASTER
Source: Google ZMOT study with Shopper Science
10.4
Sources in
anaverage
purchase path

And Media Is Steadily Fragmenting
Only 34% of all US
online adults primarily
watch linear TV
73% OF CMOS: BUDGETS FRAGMENT ACROSS MEDIA/MARKETING CHANNELS

More Content Consumed On Mobile
YouTube sees 40% of its
traffic from mobile today
(and most businesses
are starting to see the
same)
ALWAYS ADDRESSABLE CUSTOMERS DO IT ALL FROM THE PHONE

Agenda
› Recommendations

Here’s How We Define Content Marketing
A marketing strategy where brands create
interest, relevance and relationships with
customers by producing, curating and
sharing content that addresses specific
customer needs and delivers visible value.

Here’s How We Define Content Marketing
Delivers an
intrinsic benefit to
an audience
A marketing strategy where brands create
interest, relevance and relationships with
customers by producing, curating and
sharing content that addresses specific
customer needs and delivers visible value.
Centred on the
customer and his
or her situation
Something
immediate AND
enduring

Why Is Content Marketing The Response
1. Pulls consumers closer to the brand’s messages
2. Amplifies reach by producing content customers share
3. Influences customers and creates relationships early in
the purchase journey
4. Drives measurable business outcomes throughout the
entire customer lifecycle

Pulls Customers Closer To Brand
OFFERING VALUABLE CONTENT EARNS ATTENTION
Source: “Build Your Content Brand By Delivering Customer Value” March 2014

Red Bull Media House:
1m followers on twitter;
3m subscribers on YouTube;
9m subscribers to print magazine

Fire Up Customers, Fans & Advocates
30% OF US SHARE CONTENT FROM BRANDS ON SOCIAL AT LEAST MONTHLY
By sharing content designed
to inspire fans, Dr. Pepper
increased fan engagement
46% from 2012 to 2013 (and
active fans buy more Dr.
Pepper, according to a
Datalogix study.

Form Customers Early And Often
SHAPE ATTITUDES WHEN CUSTOMERS DISCOVER VALUABLE CONTENT
Google documented the new
way that customers research
products (and opportunities to
guide them), then applied that
to how it guides Google
customers

Build Towards Business Outcomes
TURN RELATIONSHIPS WITH CONTENT INTO RELATIONSHIPS WITH PRODUCTS
Intel tracks “Purchase
Intent Rate” to tie
content to a proxy for
commercial value

Agenda
› Recommendations

Most Efforts Aren’t Delivering
ONLY ONE IN THREE SAY THEIR CONTENT MARKETING IS EFFECTIVE
1. Create content that gives little value
2. Efforts suffer from low visibility among customers
3. Creation & distribution more expensive than planned
4. Content efforts don’t link to business outcomes

Agenda
› Recommendations

Adopt the Content Brand Value Chain
CHANGE YOUR MECHANISMS TO CHANGE YOUR BEHAVIOR
Content
creation
Audience
building
Relationship
management
Value
optimization

Create Content That Is Valuable
WRITE, CURATE, CROWDSOURCE OR COLLECT
Content
creation
Audience
building
Relationship
management
Value
optimization

Earn Goodwill By Meeting A Need
CUSTOMERS WILL SEEK OUT AND SHARE CONTENT WITH VISIBLE VALUE
Interviews
Listening
Data
Expertise
Values
Assets
Customers Brand
POV

Content: Think Ecosystem
CONSIDER CREATION, CURATION, CROWDSOURCING AND COLLECTIONS
Credibility
Cost +
+
_
_
UGC
SEO Bloggers
Influencers
R&D
Archived
Agencies
Employees
Industry news

New Content Process Tools Help
INTRODUCING THE CONTENT PLANNING AND WORKFLOW LAYER
• Gather ideas
• Source content
• Commission stories
• Manage production
• Approvals
• Publication
• Promotion
• Measurement

Build Quality & Quantity Of Audience
APPLY AUDIENCE THINKING TO STORY, TO OPT-IN AND TO DATA
Content
creation
Audience
building
Relationship
management
Value
optimization

Build Specific Audiences By Contexts
CAPTURE INTEREST ON SPECIFIC PASSIONS AND SHARED INTEREST AREAS
“Our brand is wide. For content marketing, we
need to narrow down who we speak to. Take
new mothers as one example: They focus on
nutrition and health. We perform better if we
produce content that speaks to them and
their interests specifically.”
-- Vadan Less, Whole Foods

Serve Audiences Targeted Content
BASED ON PRIORITIES, PREFERENCES, ACTIONS AND PERSONAL IDENTITY
Content
creation
Audience
building
Relationship
management
Value
optimization

Tune Content Against Behavior
DELIVER CONTENT AGAINST CLEARLY EXPRESSED SIGNALS
Content/Audience Tuning
Topic
Content
Category
Content
Product
Content

Apply Data To The Path To Purchase
TUNE CONTENT AGAINST PROFILE, TOPIC, HISTORY, PREFERENCE & PRIORITY

Track Content, Audience & Business
Value
Content
creation
Audience
building
Relationship
management
Value
optimization

Optimize Value On Strategy & Return
MEASURE CUSTOMER ACQUISITION AND SALES, BUT ALSO BRAND ATTITUDES
“[With this effort] we saw
a 200% uplift in the
likelihood to consider our
brand.” – Doug Vosik,
Director, Brand Strategy &
Marketing Communications,
Virgin Mobile USA

Agenda
› Recommendations

Drive Relevancy With Marketing RaDaR
BUILD RELATIONSHIPS ACROSS THE CUSTOMER LIFECYCLE WITH CONTENT
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
RELATIONSHIP
REACH
DEPTH

Use Reach Channels To Evangelize
FOCUS ON SEARCH, SOCIAL AND AMPLIFICATION TO EARN ATTENTION
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
RELATIONSHIP
REACH
DEPTH

Zoetis Leveraged Influencers For Reach
ENTICE AUDIENCES TO YOUR STORY THROUGH PAID, SOCIAL AND SEARCH
To gain brand awareness after
a rebrand, Pfizer Animal
Health (now Zeotis) sponsored
a partner with strong audience
reach, and leveraged the
platform to tell its story.

Use Depth Channels To Inform & Advise
HOW DO YOUR WEBSITE, EMAILS AND COMMUNITIES EDUCATE CUSTOMERS?
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
RELATIONSHIP
REACH
DEPTH

Lowe’s Guides Buyers On-Site
DIY CUSTOMERS LOVE INSTRUCTIONAL VIDEOS, TIPS AND IDEAS
Lowe’s provides helpful content in
the context of the customer’s own
specific mission

Use Relationship Channels To Engage
GIVE CUSTOMERS AND ADVOCATES REASONS TO RETURN AND SHARE
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
RELATIONSHIP
REACH
DEPTH

Keep Customers Involved
KEEP THEM INFORMED FIRST, BUT ALSO PART OF THE STORY
Sephora helps its own members
share content, products and
ideas to drive new discovery
and purchases

Agenda
› Recommendations

Start building your content brand now
› Audit your organization, your content, your tools
and your metrics
› Take an “outside-in” approach to assessing the
value of your content
› Begin work on your content brand at the point of
transaction
› Develop strong internal analytics capabilities
› Embrace experimentation

Thank you
Ryan Skinner
+44 (0)20.7323.7717
rskinner@forrester.com
Twitter: @rskin11

YOU ARE COMPETING
FOR ATTENTION
AGAINST EVERYTHING

HOW DO YOU SUCCEED
AGAINST AN
INVITATION AVALANCHE?

DON’T JUST CREATE CONTENT -
CREATE CONTENT THAT
MATTERS

Building A Winning Content Strategy

CELEBRITY STATUS
QUALITY CONTENT
CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES

QUESTIONS?
Ryan Skinner
@srkin11
Holly Hamann
@HollyHamann

Building A Winning Content Strategy

Building A Winning Content Strategy

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