The Five Factors of Data Driven Content Marketing

#AdHacks#BingAds

In an ever fragmenting media world with an abundance of information and a lack of attention, the question to ask

yourself in the transforming world of business is: “How Do I Become Part of a Customer’s Day, Every Day?”

Your Business Objectives:

Brand Awareness

Getting people to know who you are

Getting people to know about your product

Getting people re-acclimated toward your product

Visits to your Owned Channels

Paid social ads generate awareness, search advertising captures intent

Run Adwords and Bing Ads campaigns in conjunction with Facebook and Twitter advertising for biggest lift

Social Discussion Around a Topic

Is your content getting people to talk about a subject?

Is it getting people to share a piece of content you created?

• Activities They Participate in

• Brands They Purchase

• Politics• Psychograp

hy• Netnograph

y• Profession• Job Title• Industry• Interests

• Age Range• Geographica

l Location• Languages

Spoken• Gender• Education• Salary• Devices

They Use• Entertainme

nt They Enjoy

What is the Science of Your Customer?

How Do I Craft My Content Based on My Customer?

Search and Social Data

Creative Insights

Trending Topics

Social CRM

• What type of content does your audience respond to?

• Are you using different types of ad copy, visuals and moving images and audio on different segments?

• What are customers saying about your area of expertise?

• What do customers say about your products?

• The Science of Your Customer

• APIs• Measuring Engagement• Bing Keyword

Research Tool

Use the 5 Factors of Data Driven Content Marketing

• Twitter / Facebook• Google / Bing Searches• Capturing Mobile

Search Mindshare using Search Engine Marketing Products (Bing Ads)

• NewsDistribution

The KPIs of Content Marketing

Social Media Metrics Website Traffic Brand

AwarenessLead Generation Sales ROI

93% 48% 53% 33% 27% 20%

Real time and content marketing use KPIs like social media metrics and web traffic to measure success. This is when social media distribution is used as a sole distribution strategy. When search and social are used in conjunction, KPIs like sales and Return on Investment (ROI) can be factored into your equation.

Consumer Sentiment

16%

Purchase Intent

14%

Interest

18%

Likelihood to Recommend

18%

Seriously Consider Purchase

18%

Key Area Lifts from Content Marketing

Algorithms Shift

Don’t Build on Rented Land!

Forget “Likes” and “Followers”

Content Marketing: Best Practices

Facebook and Twitter are closing their APIs more to third parties

Limited data to inform the future

Quantity doesn’t equal quality

Scale makes it hard to identify advocates

Organic reach is limited by social algorithms

Know where your org has authority

Map out a content and asset production plan

Focus your content marketing in these areas

Don’t be afraid to take a stand

Create original content only

Serve to customers at the contextually appropriate time

Use the 4-1-1 rule: 4 pieces of entertaining/educational content, 1 piece of promo content, 1 piece of equity content. Short form, long form, visual, video

Inspiration, Education, Entertainment

What Does My Audience Crave?

How Did I Craft the UX to Delight the Audience?

Content Marketing: Questions to Answer When Planning

Thought Leadership

Content Tailored to Their Role, Not a Product

Interesting facts they can use right now

Demonstrate leading edge web design and interface

Content that shows, doesn’t tell – video, infographics, webinars

What Content Did I Create for My Audience?

How Will I Track Measurement?

Relevant, focused content

Sprinkled with evergreen so it remains timeless

Easy to share or find via search!

Web analytics

Social engagement rate

Website based remarketing (AdWords/Bing Ads)

Thank you

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