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Percolate: Content Marketing 360: From Planning to Performance

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Review what some of the best ROI-minded content marketers are doing to win attention and customers.

Publicada em: Marketing
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Percolate: Content Marketing 360: From Planning to Performance

  1. 1. ContentMarketing360° #PERCOLATELIVE
  2. 2. Whycontent?Becausemarketinghaschanged. Be Creative Drive Growth PresentPast One Channel More Channels One Market Global Reach Infrequent Content Lots of Content Limited Budget Limited Budget #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  3. 3. Search Ads Social Traditional 22% 12% Display Ads 13% Brand Publishing 14% Programmatic 10% Website & Ecommerce 15% Advertising48% 14% Traditional Brand Publishing Social Website & Ecommerce Programattic Display Ads Search Ads 40% 40% 38% 50% 43% 42% 38% Non-Working Working Content is 40% of the average advertising budget, and 20% of the entire marketing budget #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  4. 4. #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  5. 5. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  6. 6. Successful360content marketingcomesdownto havingtherightsystem. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  7. 7. — Understand where you’re starting from — Design the right system to get the most out of your people, process(es), content, technology, and data — Iterate and execute — Close the loop to learn from (and apply) your successes and failures Yourcontentmarketing360roadmap #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  8. 8. UNDERSTAND WHERE YOU’RE STARTING FROM @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  9. 9. Understandcurrentpeople,processes,&technology 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Brand Manager Social Team Content Team Agency Legal Compliance Ideation Planning Development Approval DistributionProduction Monitor Route Approval ResponseProduction Resolution PROACTIVE REACTIVE 999#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  10. 10. Focusoncriticalneeds 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Brand Manager Present campaign in weekly meeting Limited cross-team visibility Social Team Insufficient guidelines for social imagery Close data feedback loop Content Team Agency See agency ideas earlier Store and tag content in DAM Legal Approval delays limit Compliance Twitter responsiveness Ideation Planning Development Approval DistributionProduction Monitor Route Approval ResponseProduction Resolution Red ZoneRisks and pain points Yellow Zone Green Zone 1010#PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  11. 11. FRONT LINE EXECUTION Stakeholdercoordinationiscentraltosuccess COORDINATION, IMPLEMENTATION & OVERSIGHT Creative and Brand Marketing Compliance and Governance Service Teams (Editorial, Creative) IT Agency Partners* Corporate Communications Legal Local Brand Team Compliance Global Brand Team Global Center of Excellence Executive Stakeholders C-Suite Executives SPONSORSHIP & VISION #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  12. 12. DESIGN THE RIGHT SYSTEM @lauraramos#PERCOLATELIVE
  13. 13. Non-working spend growth trends (n < 12 excluded) Content costs are increasing, particularly for consumer brands Source: Percolate Percentofrespondents 0 10 20 30 40 50 60 70 80 90 100 Banking Consumer-Packaged Goods IT & Technology Manufacturing Retail Professional Services 37% 57% 51% 60% 78% 25% 51% 62%61%65% 89% 42% Non-working spend has increased Non-working spend will increase #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  14. 14. Source: Percolate Research. Creating better internal creative
 workflows and processes Increasing specialist agency relationships Better team training and education Creating better processes for working
 with creators outside my organization Leveraging technology or systems Percent of respondents 0 8 16 23 31 39 47 54 62 70 Overall Respondent Pool Best Performers Strategies that are the biggest opportunities for controlling and/or reducing your content costs (non-working media budget) What the most cost-effective marketers prioritize #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE#PERCOLATELIVE
  15. 15. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  16. 16. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  17. 17. #PERCOLATELIVE @lauraramos @ChrisBolman #PERCOLATELIVE @lauraramos @ChrisBolman#PERCOLATELIVE
  18. 18. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  19. 19. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  20. 20. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  21. 21. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  22. 22. @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  23. 23. GO FOR IT (ITERATE & EXECUTE) @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  24. 24. CUSTOMERS @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  25. 25. The economics of attention are in their favor, not yours The only place where share of attention is growing is mobile More media autonomy means less patience for interruption They are well-informed. If you’re not relevant and contextual, you will be ignored [see: ad-blocking] Whatdoweknowabouttoday’scustomer? #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  26. 26. The economics of attention are in their favor, not yours The only place where share of attention is growing is mobile More media autonomy means less patience for interruption They are well-informed. If you’re not relevant and contextual, you will be ignored [see: ad-blocking] In spite of that, the fundamentals of how and why people buy has not changed Whatdoweknowabouttoday’scustomer? #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  27. 27. Problem or need recognition Information search Solution search Evaluation and comparison of alternatives Purchase decision Post-purchase behavior Brand advocacy Psychologytellsusthebuyingprocessbreaksdowninto #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  28. 28. Mapcontenttoeachstageforeachcustomerpersona Phase Advancement Step Content Examples Problem or need recognition [Generally] unaware of your brand social video, free tools and education resources, apps, games, OOH, events and experiences Information search Aware of your brand free tools and education resources, website content Solution search Understand (or potentially desire) your brand buyer’s guides, product videos, case studies, website content Evaluation and comparison of alternatives Believe your brand solves their need online reviews, case studies, events and experiences Purchase decision Act on belief your brand is the best solution case studies and social proof content, customer testimonials, ROI/benefit content Post-purchase behavior Repeat and/or larger purchases Customer-generated content, customer events and experiences #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  29. 29. Be everywhere your target customer is (reach) Be bold, distinct and salient (recognizable) Be consistent with your brand (recognizable, again) Be consistent over time (repetition and frequency) Trigger high valence emotions (awe, positivity) If possible, reinforce a conversion action (sales cycle advancement) Buildingmentalavailability-checklistforcontent #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  30. 30. CLOSE THE LOOP @lauraramos#PERCOLATELIVE @ChrisBolman#PERCOLATELIVE
  31. 31. Marketing Workflow LEARNCREATEPLAN EXECUTE Example Applications Marketing Resource Management Marketing Integration Platform Content Marketing Management Digital Asset Management Social & Listening Relationship Howsilo’dtechnologyhurtsmarketingperformance Incomplete process coverage Misdefined business processes Data discontinuity between systems Top-performing marketing organizations are re-thinking — and re-architecting — their marketing technology to reduce costs and unify processes and customer understanding. Inconsistent customer experience #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  32. 32. Planning Point Solutions — Marketing resource management — Calendaring tools — Briefing management — Task management tools Creation Point Solutions — Content marketing tools — Creative suites — Digital Asset Management (DAM) — Compliance software Execution Point Solutions — Marketing automation — Social media tools — Marketing distribution middleware — Advertising and programmatic technology Analysis Point Solutions — Digital analytics and attribution technology — Business intelligence tools — Listening platforms Silo’dtechnologykeepsproliferatinginmarketing Marketing Lifecycle #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  33. 33. — Anchor purpose and progress to culture — Make sure you have the analytics & data science talent you need — Be pragmatic; theories sound great then reality gets in the way — Restructure and centralize for agile development, continuous planning, and cross-functional collaboration — Build a sustainable path to long-term progress; recruit as you go — Core technology should be flexible and centralized, and put business priorities and customer needs at the center Whatclosingtheloopreallymeans #PERCOLATELIVE @ChrisBolman@lauraramos#PERCOLATELIVE
  34. 34. Thanks.

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