SlideShare a Scribd company logo
Content Marketing
  Explained
   Presented by Rosie Siman                      Senior Strategist, 360i
   http://twitter.com/rosiesiman                 http://twitter.com/360i




   Download the full POV here: http://bit.ly/ContentMarketingPOV
P R O P R I E TA R Y & C O N F I D E N T I A L
Tweets

Status Updates

Blog Posts

Newsletter
                          WTF is content?
Sound Bite

Altered Image/Meme

Quiz

Poll/Survey

Video Clip

Lists

Slideshare Presentation

Podcast

Short Film/Edited Video

Magazine

Lecture

Infographic

Widget

Event

Film

Webinar

Whitepaper

E-Book

Transmedia/ARG
Experience

App
WTF is content?

ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES
                 OF YOUR BRAND STORY.

                  [THINK BIG. REAL BIG.]
Tweets




                          WTF is content marketing?
Status Updates

Blog Posts

Newsletter

Sound Bite

Altered Image/Meme

Quiz

Poll/Survey

Video Clip

Lists

Slideshare Presentation
                           THE ORGANIZATION, CREATION + DISTRIBUTION
Podcast

Short Film/Edited Video
                              OF CONTENT TO BETTER CONNECT WITH
Magazine                     CONSUMERS OR POTENTIAL CONSUMERS.
Lecture

Infographic

Widget

Event

Film

Webinar

Whitepaper

E-Book

Transmedia/ARG
Experience

App
Why we’re here
      CONSUMERS ARE CREATING, CONSUMING &
           SURFACING MORE CONTENT




                                Source: “A Global Update of Social Technographics?”, Forrester
                                              Research, Inc., September 28, 2010

                              Source: “Global Social Media Adoption”, Forrester Research, June 27,

                                                             2012
 PROPRIETARY & CONFIDENTIAL
                                                                                                     5
Consumers are more familiar
with self-publishing tools




  PROPRIETARY & CONFIDENTIAL
                               6
And they’re creating content that
often outperforms brands’




                               http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp


  Old Spice is a well-loved brand - And with 2.5MM views, it shows!
  PROPRIETARY & CONFIDENTIAL
                                                                                         7
And they’re creating content that
often outperforms brands’




                                 http://www.youtube.com/watch?v=C7hTAp6KrGY


 But even with vertical filming on an iPhone, Sophia Grace beats Old Spice...
                               by 35MM+ views!
  PROPRIETARY & CONFIDENTIAL
                                                                                8
And they’re creating content that
often outperforms brands’




                                 http://www.youtube.com/watch?v=C7hTAp6KrGY


 But even with vertical filming on an iPhone, Sophia Grace beats Old Spice...
                               by 35MM+ views!
  PROPRIETARY & CONFIDENTIAL
                                                                                8
Curation is here to stay




                               http://buzzfeed.com

  PROPRIETARY & CONFIDENTIAL
                                                     9
But what exactly is it?




                                                  image source: Corinne Weisgerber

 Curators have become Content Strategists
  PROPRIETARY & CONFIDENTIAL   (and vice versa)                                      10
Curation is gaining traction




  PROPRIETARY & CONFIDENTIAL
                               11
...Even outside the marketing
world




 Maria Popova graced Fast Company’s list of the 100 Most
  Creative People in Business - alongside CeeLo Green
  PROPRIETARY & CONFIDENTIAL
                                                           12
...Even outside the marketing
world




 Maria Popova graced Fast Company’s list of the 100 Most
  Creative People in Business - alongside CeeLo Green
  PROPRIETARY & CONFIDENTIAL
                                                           12
Consumers are loving it




                               So how can brands join in?
  PROPRIETARY & CONFIDENTIAL
                                                            13
Three key pillars
     1 // CONTENT DEVELOPMENT
  2 // SYNDICATION + DISTRIBUTION
           3 // OPTIMIZATION.
1 // Content Development
                                 (CREATION AND CURATION OF):


         STOCK                                                   FLOW
                                            +
   “Stock is the durable stuff. It’s                      “Flow is the feed. It’s the
      the content you produce                         posts and the tweets. It’s the
     that’s as interesting in two                     stream of daily and sub-daily
    months (or two years) as it is                     updates that remind people
                Today.”                                             that you exist.”




WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING
                          FRAMEWORK.

    PROPRIETARY & CONFIDENTIAL
                                                                                        15
1 // Who’s doing it well




    Fast Company curated a pop up shop through flash
                   sale site Fab.com
 PROPRIETARY & CONFIDENTIAL
                                                       16
1 // Who’s doing it well




   Amex has curated a social media resource hub for a
         community of small business owners.
 PROPRIETARY & CONFIDENTIAL
                                                        17
1 // Who’s doing it well




    RedBull’s Stratos showed they really do give people
     wings by sending Felix Baumgartner into space.
 PROPRIETARY & CONFIDENTIAL
                                                          18
1 // Who’s doing it well




       Oreo’s Daily Twist put a spin of childhood delight
              onto trending topics of the world.
 PROPRIETARY & CONFIDENTIAL
                                                            19
1A // Thinking About Stock & Flow
                (Typically) Flow                                (Typically) Stock



     Micro                                    Base          Hero                Superhero


Tweets                                Blog Posts       Slideshare              Event
                                                       Presentation
Status Updates                        Newsletter                               Film
                                                       Podcast
                                      Sound Bite                               Webinar
                                                       Short Film/Edited
                                      Altered Image/   Video                   Whitepaper
                                      Meme
                                                       Magazine                E-Book
                                      Quiz
                                                       Lecture                 Transmedia/ARG
                                      Poll/Survey                              Experience
                                                       Infographic
                                      Video Clip                               App
         PROPRIETARY & CONFIDENTIAL
                                                       Widget
                                      Lists                                                     20
1A // Thinking About Stock & Flow




         Select topics with higher perceived interest had
                       interactive elements
  PROPRIETARY & CONFIDENTIAL
                                                            21
1A // Thinking About Stock & Flow




         Select topics with higher perceived interest had
                       interactive elements
  PROPRIETARY & CONFIDENTIAL
                                                            21
1A // Thinking About Stock & Flow




     The campaign culminated with a live event in Times
     Square where the final “Twist” was crowd-sourced
  PROPRIETARY & CONFIDENTIAL
                                                          22
2 // Syndication + Distribution
                                          PAID




                                 EARNED          OWNED




WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION &
  DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS.

    PROPRIETARY & CONFIDENTIAL
                                                             23
2 // You might want to start with
your own digital assets




                               Source: Nordic Marketing
                               http://www.slideshare.net/nordicemarketing/content-seeding



  PROPRIETARY & CONFIDENTIAL
                                                                                            24
2 // Don’t assume you know all
your options




Unruly Media worked with Old Spice on                     7th Chamber & Lucky NY are
“The Man Your Man Could Smell Like”                         other NY-based partners
                   http://www.unrulymedia.com/wall-fame       http://www.the7thchamber.com/ // http://luckyny.com/



     PROPRIETARY & CONFIDENTIAL
                                                                                                                     25
2 // Don’t assume you know all
your options




Unruly Media worked with Old Spice on                     7th Chamber & Lucky NY are
“The Man Your Man Could Smell Like”                         other NY-based partners
                   http://www.unrulymedia.com/wall-fame       http://www.the7thchamber.com/ // http://luckyny.com/



     PROPRIETARY & CONFIDENTIAL
                                                                                                                     25
2 // Build in cultural relevance to
leverage earned media




  Calvin Klein partnered with FashGIF to create GIFs of
                   their new collection
  PROPRIETARY & CONFIDENTIAL
                                                          26
2 // Read up on how to build an
integrated strategy




                  Source: 360i Report
 Paid and Earned Media: Building an Integrated Strategy
         http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/
  PROPRIETARY & CONFIDENTIAL
                                                                                       27
3 // Optimization




WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP.
     PROPRIETARY & CONFIDENTIAL
                                                                28
3 // Set benchmarks so you know
if/when something’s performing

          1           Consider average engagement on content within a
                      speci?c platform. Keep these numbers up to date!


          2
                      Ask community managers - or use a technology partner -
                      to ?ag content that’s over-performing.



          3
                      If people love your content, consider using media to
                      leverage the initial success and get it in front of more
                      eyeballs




  PROPRIETARY & CONFIDENTIAL
                                                                                 29
Bringing it to life for your
brand
+ LISTEN.
+ BUILD A TEAM.
+ BE NIMBLE.
+ MEASURE & SHOWCASE SUCCESS.




  PROPRIETARY & CONFIDENTIAL
                                30
Use social listening to glean
       insights & understanding
                 LEVERAGE                Ask your community manager to share insights on a regular
                                         basis: Which content is working well? Which content isn’t
                YOUR TEAM                performing as expected?
(LISTEN.)




                   SOCIAL                Consider a social listening partnership to better understand your
                                         target audience and their interests outside of your communities,
                LISTENING                including non-direct competitors like media properties.

                GO BEYOND
                                         Look at what’s working outside of your community. What types of
                YOUR OWN                 content are getting shared? What topics are people choosing to
                                         weigh in on?
               COMMUNITY




            PROPRIETARY & CONFIDENTIAL
                                                                                                             31
Build a team and create a
           plan
[MAKE A PLAN.]




                                              Explore a content marketing team with representation from
                 PUT TOGETHER                 community managers, content strategists, copywriters, data
                 THE ALL-STARS                visualizers, editors, designers, producers, product evangelists,
                                              etc.

                    DETERMINE                 When developing a content framework, create a schedule that
                                              pre-determines the frequency of content curation and creation
                   SCHEDULING                 across channels.

                                              Don’t be afraid to embrace multiple platforms – different
                 PUT A PLAN ON                platforms are better suited for different kinds of content. Build in
                         PAPER                paid, owned and earned media and consider using a content
                                              seeding partner to ensure your content is seen by the right
                                              people.



                 PROPRIETARY & CONFIDENTIAL
                                                                                                                     32
Create rules... But don’t be
         too afraid to break them.
                    APPROVAL                Create a simplified approval process for content that needs a
(BE NIMBLE.)




                     PROCESS                quick turnaround.


                        MAKE                Be willing to make exceptions. Discuss with your core team
                                            what’s acceptable (and what’s not) before releasing content – but
                  EXCEPTIONS                don’t limit yourself too much.


                      BUILD A               Consider using paid media reactively. If content is starting to take
               FEEDBACK LOOP                off, media can amplify reach and increase potential engagement.




               PROPRIETARY & CONFIDENTIAL
                                                                                                                   33
Leverage successes to build
           momentum
(SHOWCASE SUCCESS.)




                             TRACK KEY             Determine which metrics you’ll use before the campaign starts.
                                                   Consider content type, budget associated & results in similar
                               METRICS             communities.


                             GRADUATE              Build on smaller successes and course correct if something isn’t
                              CONTENT              as well received as you originally anticipated.




                      PROPRIETARY & CONFIDENTIAL
                                                                                                                      34
The 4-Box
                 CHANGE AGENT                        MARKETING IMPACT
   Digital platforms are empowering         Content is a powerful way to connect
   consumers to create, curate and          with people in the same ways they are
    share more content. As a result,         already connecting with each other.
  content is becoming central to how           Successful programs will create
   people interact online – with each       cultural relevancy + open the door to
         other and with brands.              conversations with their customers.


                  CHALLENGES                            NEXT STEPS
   Content marketing is an evolving           Develop a content strategy that
space that is not so easily defined. It’s     addresses the three key pillars:
not just about creating great content –      content development; architecture
 it’s about making sure you deliver it               and optimization.
in the right environments, to the right
       audience, at the right time.



    PROPRIETARY & CONFIDENTIAL
                                                                                    35
Download the POV here:
http://bit.ly/ContentMarketingPOV
THANK YOU
              http://bit.ly/360iContentWebinarLinks




@rosiesiman                                   @360i

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Content Marketing Explained

  • 1. Content Marketing Explained Presented by Rosie Siman Senior Strategist, 360i http://twitter.com/rosiesiman http://twitter.com/360i Download the full POV here: http://bit.ly/ContentMarketingPOV P R O P R I E TA R Y & C O N F I D E N T I A L
  • 2. Tweets Status Updates Blog Posts Newsletter WTF is content? Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation Podcast Short Film/Edited Video Magazine Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
  • 3. WTF is content? ASSETS + EXPERIENCES THAT, IN AGGREGATE, FORM THE PIECES OF YOUR BRAND STORY. [THINK BIG. REAL BIG.]
  • 4. Tweets WTF is content marketing? Status Updates Blog Posts Newsletter Sound Bite Altered Image/Meme Quiz Poll/Survey Video Clip Lists Slideshare Presentation THE ORGANIZATION, CREATION + DISTRIBUTION Podcast Short Film/Edited Video OF CONTENT TO BETTER CONNECT WITH Magazine CONSUMERS OR POTENTIAL CONSUMERS. Lecture Infographic Widget Event Film Webinar Whitepaper E-Book Transmedia/ARG Experience App
  • 5. Why we’re here CONSUMERS ARE CREATING, CONSUMING & SURFACING MORE CONTENT Source: “A Global Update of Social Technographics?”, Forrester Research, Inc., September 28, 2010 Source: “Global Social Media Adoption”, Forrester Research, June 27, 2012 PROPRIETARY & CONFIDENTIAL 5
  • 6. Consumers are more familiar with self-publishing tools PROPRIETARY & CONFIDENTIAL 6
  • 7. And they’re creating content that often outperforms brands’ http://www.youtube.com/watch?v=gzowzUsq6iY&feature=plcp Old Spice is a well-loved brand - And with 2.5MM views, it shows! PROPRIETARY & CONFIDENTIAL 7
  • 8. And they’re creating content that often outperforms brands’ http://www.youtube.com/watch?v=C7hTAp6KrGY But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views! PROPRIETARY & CONFIDENTIAL 8
  • 9. And they’re creating content that often outperforms brands’ http://www.youtube.com/watch?v=C7hTAp6KrGY But even with vertical filming on an iPhone, Sophia Grace beats Old Spice... by 35MM+ views! PROPRIETARY & CONFIDENTIAL 8
  • 10. Curation is here to stay http://buzzfeed.com PROPRIETARY & CONFIDENTIAL 9
  • 11. But what exactly is it? image source: Corinne Weisgerber Curators have become Content Strategists PROPRIETARY & CONFIDENTIAL (and vice versa) 10
  • 12. Curation is gaining traction PROPRIETARY & CONFIDENTIAL 11
  • 13. ...Even outside the marketing world Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green PROPRIETARY & CONFIDENTIAL 12
  • 14. ...Even outside the marketing world Maria Popova graced Fast Company’s list of the 100 Most Creative People in Business - alongside CeeLo Green PROPRIETARY & CONFIDENTIAL 12
  • 15. Consumers are loving it So how can brands join in? PROPRIETARY & CONFIDENTIAL 13
  • 16. Three key pillars 1 // CONTENT DEVELOPMENT 2 // SYNDICATION + DISTRIBUTION 3 // OPTIMIZATION.
  • 17. 1 // Content Development (CREATION AND CURATION OF): STOCK FLOW + “Stock is the durable stuff. It’s “Flow is the feed. It’s the the content you produce posts and the tweets. It’s the that’s as interesting in two stream of daily and sub-daily months (or two years) as it is updates that remind people Today.” that you exist.” WHAT DOES THIS MEAN FOR YOUR BRAND? DEVELOP A CONTENT MARKETING FRAMEWORK. PROPRIETARY & CONFIDENTIAL 15
  • 18. 1 // Who’s doing it well Fast Company curated a pop up shop through flash sale site Fab.com PROPRIETARY & CONFIDENTIAL 16
  • 19. 1 // Who’s doing it well Amex has curated a social media resource hub for a community of small business owners. PROPRIETARY & CONFIDENTIAL 17
  • 20. 1 // Who’s doing it well RedBull’s Stratos showed they really do give people wings by sending Felix Baumgartner into space. PROPRIETARY & CONFIDENTIAL 18
  • 21. 1 // Who’s doing it well Oreo’s Daily Twist put a spin of childhood delight onto trending topics of the world. PROPRIETARY & CONFIDENTIAL 19
  • 22. 1A // Thinking About Stock & Flow (Typically) Flow (Typically) Stock Micro Base Hero Superhero Tweets Blog Posts Slideshare Event Presentation Status Updates Newsletter Film Podcast Sound Bite Webinar Short Film/Edited Altered Image/ Video Whitepaper Meme Magazine E-Book Quiz Lecture Transmedia/ARG Poll/Survey Experience Infographic Video Clip App PROPRIETARY & CONFIDENTIAL Widget Lists 20
  • 23. 1A // Thinking About Stock & Flow Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL 21
  • 24. 1A // Thinking About Stock & Flow Select topics with higher perceived interest had interactive elements PROPRIETARY & CONFIDENTIAL 21
  • 25. 1A // Thinking About Stock & Flow The campaign culminated with a live event in Times Square where the final “Twist” was crowd-sourced PROPRIETARY & CONFIDENTIAL 22
  • 26. 2 // Syndication + Distribution PAID EARNED OWNED WHAT DOES THIS MEAN FOR YOUR BRAND? CREATE A SYNDICATION & DISTRIBUTION PLAN. CONSIDER CONTENT SEEDING PARTNERS. PROPRIETARY & CONFIDENTIAL 23
  • 27. 2 // You might want to start with your own digital assets Source: Nordic Marketing http://www.slideshare.net/nordicemarketing/content-seeding PROPRIETARY & CONFIDENTIAL 24
  • 28. 2 // Don’t assume you know all your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are “The Man Your Man Could Smell Like” other NY-based partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL 25
  • 29. 2 // Don’t assume you know all your options Unruly Media worked with Old Spice on 7th Chamber & Lucky NY are “The Man Your Man Could Smell Like” other NY-based partners http://www.unrulymedia.com/wall-fame http://www.the7thchamber.com/ // http://luckyny.com/ PROPRIETARY & CONFIDENTIAL 25
  • 30. 2 // Build in cultural relevance to leverage earned media Calvin Klein partnered with FashGIF to create GIFs of their new collection PROPRIETARY & CONFIDENTIAL 26
  • 31. 2 // Read up on how to build an integrated strategy Source: 360i Report Paid and Earned Media: Building an Integrated Strategy http://www.360i.com/reports/paid-earned-media-building-integrated-strategy/ PROPRIETARY & CONFIDENTIAL 27
  • 32. 3 // Optimization WHAT DOES THIS MEAN FOR YOUR BRAND? BUILD IN A FEEDBACK LOOP. PROPRIETARY & CONFIDENTIAL 28
  • 33. 3 // Set benchmarks so you know if/when something’s performing 1 Consider average engagement on content within a speci?c platform. Keep these numbers up to date! 2 Ask community managers - or use a technology partner - to ?ag content that’s over-performing. 3 If people love your content, consider using media to leverage the initial success and get it in front of more eyeballs PROPRIETARY & CONFIDENTIAL 29
  • 34. Bringing it to life for your brand + LISTEN. + BUILD A TEAM. + BE NIMBLE. + MEASURE & SHOWCASE SUCCESS. PROPRIETARY & CONFIDENTIAL 30
  • 35. Use social listening to glean insights & understanding LEVERAGE Ask your community manager to share insights on a regular basis: Which content is working well? Which content isn’t YOUR TEAM performing as expected? (LISTEN.) SOCIAL Consider a social listening partnership to better understand your target audience and their interests outside of your communities, LISTENING including non-direct competitors like media properties. GO BEYOND Look at what’s working outside of your community. What types of YOUR OWN content are getting shared? What topics are people choosing to weigh in on? COMMUNITY PROPRIETARY & CONFIDENTIAL 31
  • 36. Build a team and create a plan [MAKE A PLAN.] Explore a content marketing team with representation from PUT TOGETHER community managers, content strategists, copywriters, data THE ALL-STARS visualizers, editors, designers, producers, product evangelists, etc. DETERMINE When developing a content framework, create a schedule that pre-determines the frequency of content curation and creation SCHEDULING across channels. Don’t be afraid to embrace multiple platforms – different PUT A PLAN ON platforms are better suited for different kinds of content. Build in PAPER paid, owned and earned media and consider using a content seeding partner to ensure your content is seen by the right people. PROPRIETARY & CONFIDENTIAL 32
  • 37. Create rules... But don’t be too afraid to break them. APPROVAL Create a simplified approval process for content that needs a (BE NIMBLE.) PROCESS quick turnaround. MAKE Be willing to make exceptions. Discuss with your core team what’s acceptable (and what’s not) before releasing content – but EXCEPTIONS don’t limit yourself too much. BUILD A Consider using paid media reactively. If content is starting to take FEEDBACK LOOP off, media can amplify reach and increase potential engagement. PROPRIETARY & CONFIDENTIAL 33
  • 38. Leverage successes to build momentum (SHOWCASE SUCCESS.) TRACK KEY Determine which metrics you’ll use before the campaign starts. Consider content type, budget associated & results in similar METRICS communities. GRADUATE Build on smaller successes and course correct if something isn’t CONTENT as well received as you originally anticipated. PROPRIETARY & CONFIDENTIAL 34
  • 39. The 4-Box CHANGE AGENT MARKETING IMPACT Digital platforms are empowering Content is a powerful way to connect consumers to create, curate and with people in the same ways they are share more content. As a result, already connecting with each other. content is becoming central to how Successful programs will create people interact online – with each cultural relevancy + open the door to other and with brands. conversations with their customers. CHALLENGES NEXT STEPS Content marketing is an evolving Develop a content strategy that space that is not so easily defined. It’s addresses the three key pillars: not just about creating great content – content development; architecture it’s about making sure you deliver it and optimization. in the right environments, to the right audience, at the right time. PROPRIETARY & CONFIDENTIAL 35
  • 40. Download the POV here: http://bit.ly/ContentMarketingPOV
  • 41. THANK YOU http://bit.ly/360iContentWebinarLinks @rosiesiman @360i
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