Wifi Network: Gansevoort Park
Password: thecontentcouncil

WELCOME
Andy Seibert, Chairman, The Content Council

CONTENT AS AUTHENTIC
STORYTELLING

CONTENT AS AUTHENTIC STORYTELLING
Liz Kaplow
President and CEO, Kaplow
@LizKaplow
Dyllan McGee
Founder, MAKERS
@DyllanMcGee

THE AGE OF
THE INTERNET STAR

THE AGE OF THE INTERNET STAR
Kimberly Coleman
@Mominthecity
Amber Lee
@ALittleCriminal
Shanna Malcolm
@ShannaMalcolm
Karen Robinovitz
@KarenRobinovitz
Kevin McGurn
@kjmcgurn

ELLE Canada #SHOPYOURMOOD
Jacqueline Loch, VP & Group Publisher, TC Media

performing in the new age of media consumption…

consumer expectation is what they want,
when + how they want to consume it…

advertiser expectation is engagement
and maximum ROI

over 50% of our digital content is consumed
via mobile platform: smartphone or tablet

over 40% of our digital content
is accessed via a social media platform

so where does a traditional print magazine fit in?

publishing is a verb not a media platform

how about starting with what we do best…

with
great
editorial
content
integra/ons…
…branded
content
on
steroids

Canada’s first ever…
shoppable videos

EDITORIAL
ECOMMERCE
VIDEO
MAGAZINE
DIGITAL
SOCIAL
MEDIA
PR
CONTEST
EVENTS
YOU
TUBE

total audience engagement story
across all platforms + all media:
earned, owned + paid

customer experience
customer education
magazine as a storefront
branded content
smart + authoritative
alignment of two brands
new-ness, buzz + cool factor

Over-performed on all KPIs:
• Video views: over 75K
• Time spent: 72% watching entire video
• Average time spent on the channel: 1:18 mins
• Social media: #SHOPYOURMOOD hashtag generated over
2.8 million media impressions
• 30K e-push notices sent; open rate 77.6% and the CTR of
11.93%
• Earned media/PR
• Contest entry
• ROI
RESULTS:

THE CONTENT COUNCIL
RESEARCH UNVEILED

THE CONTENT COUNCIL RESEARCH
Georgia
Galanoudis
@Imprint_Georgia
David Brown
@MXMTweets
Alexa Christon
@achriston
Linda Descano
@LindaDescano
Michael Sebastian
@msebastian

RESEARCH METHODOLOGY
Online survey conducted by Advertising Age with
Advantage Business Research.
• Advantage Business Research was responsible for all phases
of the online research, including programming, coding and
tabulation.
Survey dates: December 5, 2014 to December 12,
2014.
Findings based on 448 total qualified respondents who
completed the full survey.
• Margin of error for the total of 448 respondents of the survey,
at a 95% confidence level, is +/- 4.6%.

PROFILE OF RESPONDENTS
35%MARKETERS
17%MEDIA
48%AGENCIES
Head of Business,
C-Level, SVP, VP, GM,
Managing Director
47% 33% 20%
Marketing/Advertising
Directors & Managers
Content/Creative
Directors, Account/Media
Supervisors & Managers

SURVEY SAMPLE: COMPANY SIZE
37%
29%
14%
20%
Estimated Revenue
Less than $5
million
$5 million to less
than $50 million
$50 million to less
than $500 million
$500 million or
More
40%
28%
21%
11%
Number of Employees
Less than 50
50-499
500-4,999
5,000+
Average: $218,273,684 Average: 1,328 employees

GEOGRAPHIC REGION
NORTH-
EAST
35.0%
MIDWEST
23.0%WEST
19.4%
SOUTH
22.5%

MARKETS THEY SERVE

“Content marketing is the discipline of
creating content, on behalf of a brand,
designed with the specific strategy of
influencing consumer behavior in order
to drive quantifiable profitable results.”
HOW TO DEFINE CONTENT MARKETING

COMMITMENT TO CONTENT MARKETING
Commitment will be two
years from now
Commitment currently
Commitment was two
years ago
“Very/extremely strong”
8–10 Ratings
T O T A L
RESPONDENTS
18%
40%
76%76%

BUDGETS FOR CONTENT MARKETING
12.6%
23.3%
33.1%
TWO YEARS AGO CURRENTLY ESTIMATED TWO YEARS FROM NOW
$9.4M $12.1M
$18.4M
ESTIMATED AVERAGE PERCENT of TOTAL MARKETING BUDGET & AVERAGE
DOLLARS

EFFECTS OF NEW DIGITAL
MEASUREMENTS
AREAS MORE LIKELY TO INVEST THAN FIVE YEARS AGO
DUE TO THE INTRODUCTION OF DIGITAL MEASUREMENTS
40%
51%
54%
60%
66%MEASUREMENT/ANALYTICS
STRATEGY
CONTENT DEVELOPMENT/
PRODUCTION
TECHNOLOGY (CMS)
DISTRIBUTION

BELIEVE THAT CONTENT
MARKETING IS TRULY
MEASURABLE
58%
YES
42%
NO

METHODS USED TO MEASURE
CONTENT MARKETING ROI
80.4%
74.6%
63.8%
54.6%
41.9%
35.4%
33.8%
28.5%
14.2%
10.0%
Website traffic
Engagement (time on site, shares,
Sales
Awareness
Acquisition
Brand lift
Customer retention rates
Loyalty
Composite engagement score
Cost savings

BIGGEST CHALLENGES FOR
CONTENT MARKETING
63.4%
53.3%
50.0%
49.1%
36.6%
35.5%
30.6%
27.0%
Creating engaging content
Lack of budget
Lack of time
Proving ROI
Breaking through the clutter
Not enough resources
Lack of integration across
Lack of internal/external buy-

CONVERSATIONS NOT CAMPAIGNS:
REAL TIME AND REACTIVE
MARKETING

REAL TIME AND REACTIVE
MARKETING
Andrew Hanelly
@hanelly
Lindsay Lichtenberg
@LinZk
Chris Perry
@cperry248
Ramon Velutini
@Duracell

#TheDress
Good
and
Bad

69
FISHER-PRICE: ANTICIPATING AN EDITORIAL MOMENT

70
FISHER-PRICE: #WISHESFORBABY

71
Duracell
Good and Bad…

72

73
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

74
UNILEVER: DEGREE FOR WOMEN CREATING INTO A MOMENT

75
Other RTM Classics around Mass Cultural
Moments

76

DATA: THE RISE OF BIG
INSIGHTS

DATA: THE RISE OF BIG
INSIGHTS
Megan Cunningham
@MeganCunningham
Bob Cornwall
@Google
Vikram Somaya
@VikramSomaya
Maya Mikhailov
@GPShopper

MANUFACTURING A STORY: WIKA AND
ENVERITAS GROUP CASE STUDY
Brice Bay, CEO, EnVeritas Group

WIKA INSTRUMENTS, LP

CHALLENGES
=
©Charles
Schulz

CHANGING PERCEPTIONS
becomes

RESEARCH
• Industry-wide gap analysis to:
– Understand what competitors in the space are doing
– Determine best channels for content marketing
– Evaluate WIKA’s website, social media and other
marketing efforts
– Devise a plan with KPIs, including macro and
microconversions

CREATING THE STORY

ENGAGING

RESULTS
• Keyword conversion up nearly 2000%
• Site visitors up 32% first year, 48% following
year
• RFQ conversion up 46%
• Social media audience engagement up 230%
• 800 visitors to new blog

CONCLUSION
• Avoid boring
• Know your
audience
• Engage
• Measure
• Adjust

PRESENTER
• Brice Bay - @bricejbay
• brice@enveritasgroup.com
• www.enveritasgroup.com

Arianna Huffington,
President and Editor-in-Chief,
Huffington Post Media Group
@AriannaHuff

We look forward to seeing you at the
Museum of the City of New York