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Escape Digital Planning Hell - How Brand as Publisher Can Solve your Problems

Digital strategy planning is getting harder. A proliferation of channels and increasingly fragmented audience creates a huge set of challenges for the modern marketer. But by stripping it back to content the world becomes a much more simple place to navigate successfully.

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Escape Digital Planning Hell - How Brand as Publisher Can Solve your Problems

  1. 1. 1 Escape'Digital'Planning'Hell. Let'BRAND'AS'PUBLISHER'solve'your'problems.
  2. 2. BRAND&AS&PUBLISHER Right&now&digital&is&more& complex&than&ever
  3. 3. But$that’s$because$we$are$ getting$it$wrong! BRAND&AS&PUBLISHER
  4. 4. BRAND&AS&PUBLISHER This%is%my%‘Jerry% Maguire’%moment Tom%Cruise
  5. 5. 5 Not$Tom$Cruise Name: Simon$Penson Occupation: Managing&Director,& Zazzle&Media Contact: @simonpenson Career: Print&editor&turned&digital& agency&founder BRAND'AS'PUBLISHER
  6. 6. 6 BRAND'AS'PUBLISHER 0 300 600 900 1200 1500 1800 A B C D E F G H I J K L M N PAID% SEARCH SEO DISPLAY EMAIL PAID SOCIAL ORGANIC% SOCIAL OUTREACH PR NATIVE OOH PRESS% ADS RADIO TV Acquisition% focused Awareness% focused AGENCY Our$mission$is$to$simplify$this$fragmented$market$ by$centring$it$on$content. BRAND I%want%to%simplify%this… AGENCY AGENCY AGENCYAGENCY
  7. 7. BRAND&AS&PUBLISHER Stripping(it(back Digital(marketing( is(about(people, and(the(only(way( to(build(audience( is(with(content.
  8. 8. BRAND&AS&PUBLISHER To#understand#we#need# to#go#back…
  9. 9. BRAND&AS&PUBLISHER Look$at$the$evolution$ of$mass$media.
  10. 10. BRAND&AS&PUBLISHER 1945
  11. 11. BRAND&AS&PUBLISHER The$same$is$happening$ right$now$online.
  12. 12. 12 BRAND(AS(PUBLISHER Initial' obsession' with' technology. Content' future.
  13. 13. BRAND&AS&PUBLISHER The$answer? Brand$as$Publisher
  14. 14. Defining'the'approach BRAND&AS&PUBLISHER “Think'like'a'publisher.' Imagine'your'brand'owns'the' biggest'selling'magazine'in' your'industry.'What'does' your'content'look'like?”
  15. 15. BRAND&AS&PUBLISHER Content&sits&at&the&heart&of&every& channel&plan&– Simples! Content& plan Display&Ads Landing& page&content Blog& content EmailTV Radio
  16. 16. BRAND&AS&PUBLISHER Its$four$functions$defined$by$data. INSIGHTS Content&designed&to&answer& key&audience&questions& Content&to&achieve&reach&and& interest.
  17. 17. The$solution. A$bespoke$approach$to$ creating$that$content$plan. BRAND&AS&PUBLISHER
  18. 18. BRAND&AS&PUBLISHER The$five$step$content$strategy$plan. Step$1 Audience Step$2 Editorial$ Mission Step$3 Short$Form$ Content Step$4 Hero$Content Step$5 Content$Flow
  19. 19. 19 Section(1 Start(with(people.(Always. BRAND(AS(PUBLISHER
  20. 20. 20 BRAND(AS(PUBLISHER Marketing*is*about*people. All*marketing*starts*and*ends*with*an*understanding*of*people.*We*use*our*own*tools* and*combine*with*existing*data*to*paint*a*clear*picture*of*who*it*is*you*are*marketing*to.
  21. 21. 21 BRAND(AS(PUBLISHER 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Technology Fashion9& Shopping Food Sports Music Films Travel Property Facebook Add#insight#from#place#like#Facebook.
  22. 22. 22 BRAND'AS'PUBLISHER Mix$in$more$data. We$can$use$YouGov survey$data$to$help$further$our$understanding$of$your$audience…
  23. 23. 23 BRAND(AS(PUBLISHER Comscore sets)the)agenda.
  24. 24. 24 BRAND(AS(PUBLISHER David,'34 Amelia,'43 Corinna,'18 Works&in&sales Frequent'traveller'to' meetings Married&with&children Part&time&nurse Weekends'away'organiser Married&with&older&children Student Uses'trains'to'go'home' and'see'friends Needs&‘cheapest’ Add'a'human'face'to'the'data.
  25. 25. BRAND&AS&PUBLISHER Top$tip. “Align$each$persona$to$a$famous$person.”
  26. 26. Section(2 Create(your(Editorial( Mission(Statement. BRAND&AS&PUBLISHER
  27. 27. BRAND&AS&PUBLISHER The$editorial$mission$statement. What$does$it$do$and$how$does$it$work? The$crystallisation$ of$your$content$values$ and$objectives.
  28. 28. BRAND&AS&PUBLISHER Editorial)statement. Your)audience)want)content)that)improves)their)knowledge.)Their)second)preference) is)for)entertaining)content. vv
  29. 29. BRAND&AS&PUBLISHER Editorial)Pillars.
  30. 30. BRAND&AS&PUBLISHER Next,&define&the&framework What&content&do&you&need?
  31. 31. BRAND&AS&PUBLISHER INSIGHTS EMAIL PR-&-INFLUENCERS NATIVE INFORMATIONAL- SEARCH PAID-SOCIAL-(MOFU) PAID-SOCIAL- (TOFU) ORGANIC-SOCIAL PR-&-INFLUENCERS NATIVE TV-ADS RADIO-ADS PRESS-ADS PROGRAMMATIC OOH VOD-/-YOUTUBE PAID-SOCIAL-(BOFU) PROGRAMMATIC COMMERCIAL-SEARCH Using-our-top level model @stickyeyes
  32. 32. BRAND&AS&PUBLISHER At#the#right#time… CONTENT MONTH#133 437 8312 13+ FUNCTIONAL 80% 60% 20% 0 INFORMATIONAL 20% 30% 50% 50% ENGAGING 10% 30% 30% INFLUENCER 20%
  33. 33. 33 BRAND'AS'PUBLISHER Added$extra! And$ensure$variation with$‘Content$Flow.’
  34. 34. 34 BRAND(AS(PUBLISHER Content&flow&is&this. Major&industry&survey BIG&CONTENT. List&feature SMALL& CONTENT Short&form&post `
  35. 35. 35 BRAND(AS(PUBLISHER Use$our$matrix$to$help. The$Content$Matrix$helps$you$understand$the$strengths$and$weaknesses$of$content$types.. FREE$ DOWNLOAD
  36. 36. 36 BIG small
  37. 37. Section(3 Get(the(small(stuff(right. BRAND&AS&PUBLISHER
  38. 38. BRAND&AS&PUBLISHER Tap$into$Micro$Moments. I$want$to$know.$I$want$to$do.$I$want$to$buy.$I$want$to$go.$Understand$each$and$ brainstorm$based$on$audience$insight.$
  39. 39. BRAND&AS&PUBLISHER Structure'long'tail'planning. By'categorising'what'people'are'searching'for'we'can'determine'what'kind'of' content'should'be'included'on'the'page'– and'beyond.' “Which&type&of&ticket&do&I&need& to&travel&at&any&time?” Technical'information “Which&stations&go&direct&to& Paris&in&Germany.” Situational “Which&train&is&best&to&avoid& overcrowding?” Use “How&do&I&claim&delay& compensation?” Problem'solving “Can&I&use&Apple&Pay&on&Eurostar?” Tech/innovation “Who&invented&the&train?” History/general Source'answerthepublic.com
  40. 40. And$create$ magazine$content. Examples$$$ BRAND&AS&PUBLISHER >"Interviews"with"key"industry"experts.""" >$List$features.$$$ >"Lightweight"data"vis"on"key"industry"trends"and"information.""" >$News$and$opinion.$$$ >"Features"and"’how"to’"content.
  41. 41. Section(4 And(the(big(stuff. BRAND&AS&PUBLISHER
  42. 42. BRAND&AS&PUBLISHER ‘Hero’'or'‘Big'Bang’' engaging'content is' designed'to'create' massive'reach'by' leveraging'owned' and'earned' channels.
  43. 43. The$brainstorm$process. PRE4MEET$RESEARCH NEWS$AND SEASONAL$IDEAS UNIQUE$DATA$ OPPORTUNITY FOI$REQUEST$ OPPORTUNITIES HUMAN$STORIES? WIDER$MARKETING$ PLAN4BASED$IDEAS REINVENTING$ OLD$IDEAS$FROM SWIPE$FILE CRAZY$/$BIG$/ INNOVATIVE$IDEAS PR$VALIDATION$ PROCESS BRAND&AS&PUBLISHER
  44. 44. BRAND&AS&PUBLISHER Cover&paid,&owned&and&earned.
  45. 45. 45 BRAND(AS(PUBLISHER Create&a&campaign&plan FREE& DOWNLOAD Our&campaign&planner&captures&every&element&to&ensure&we&leave&no&stone&unturned& and&maximize&reach&and&impact.&Multiple&tabs&capture&every&detail.
  46. 46. BRAND&AS&PUBLISHER The$result?
  47. 47. BRAND&AS&PUBLISHER FREE Download
  48. 48. 48 Claim&your&free&Brand& as&Publisher&Toolkits. Zazzlemedia.co.uk/brand<publisher<toolkit Zazzlemedia.co.uk/resources/brand<as<publisher<ebook BRAND(AS(PUBLISHER
  49. 49. Thank&you. Keep&in&touch.&@simonpenson BRAND&AS&PUBLISHER

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