content strategy workshop for contently finance summit

contently.com

Contently Executive Summit: Finance APRIL 6, 2016

Content Strategy Workshop

Rebecca Lieb ANALYST | AUTHOR | ADVISOR | @LIEBLINK

“If you want to learn about a culture, listen to the stories. If you want to change the culture, change the stories.” —MICHAEL MARGOLIS

CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB

Executive Summit: Finance

AgendaAgenda• Content Marketing: What & Why? • Organizing for Content • Fostering a Culture of Content • Converged Media: Paid, Owned & Earned

Media Integration • Real-Time Marketing

We’re Tuning Out the Noise

Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/

77% of Internet users do not engage with online advertising. A shift from “push” to “pull” marketing is imperative to brand survival.

A Need for “Rebalance”• Advertising campaigns vs. continual initiatives

• New demands on marketing departments and the enterprise

• Emerging technology allows any organization to function as a media company

Shifting from “Push” to “Pull” • Company culture

• Resources and staffing

• Budgets

• Service provider relationships

• Training

• Tools vs. strategy

• Advertising integration

What is Content Marketing?

Content marketing is a pull strategy— it’s the marketing of attraction. It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.

Three Types of Content Marketing1. Entertains

2. Informs and Educates

3. Provides Utility

Three Types of Content Marketing1. Entertains — TD Bank

3. Provides Utility

TD Bank’s Candid Camera-like talking ATM machine campaign went viral on YouTube with over 23.5M views. ATM’s greet customers by name, thank them for their business.

TD Bank’s Talking ATMs — #TDThanksYou

2. Informs and Educates — HR Block Block Talk

3. Provides Utility

HR Block’s Block Talk

3. Provides Utility — Fidelity’s Financial Planning Tools; Chase Quick Deposit

Fidelity offers a free to use portfolio of over 20 financial planning tools in 10 categories that aid in financial planning, investments, savings, tax planning, retirement and more.

Fidelity’s Financial Planning Tools

Chase – Quick Deposit mobile app

Content Marketing vs. Content Strategy

The Content Strategy Process is the Foundation of

Content Marketing

Content Strategy

The planning, development, and management of informational content.

Content strategy must encompass content creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the impact of content.

• Is about repeatable frameworks • Is what makes content marketing effective • Marketers don’t necessarily create content

strategies, but rather implement them.

Content Marketing

The creation and sharing of content for marketing purposes.

In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication).

• Earned and owned media • Long-term initiatives vs. short-term campaigns • New skills as publishers, producers and community

managers • Evolution from advertisers to storytellers

Content Strategy vs. Content Marketing

Content strategy plans for the creation, publication, and governance of useful, usable content…The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. Otherwise, content strategy isn’t strategy at all: it’s just a glorified production line for content nobody really needs or wants. — KRISTINA HALVORSON

Content Strategy

The planning, development, and management of informational content.

Content strategy must encompass content creation, repeatability, delivery, governance, ability to achieve business goals by maximizing the impact of content.

• Is about repeatable frameworks • Is what makes content marketing effective • Marketers don’t necessarily create content

strategies, but rather implement them.

Content Marketing

The creation and sharing of content for marketing purposes.

In digital channels, it refers to content that resides on properties the brand owns (e.g., a website) or largely controls from a content perspective (social media channels, syndication).

• Earned and owned media • Long-term initiatives vs. short-term campaigns • New skills as publishers, producers and community

managers • Evolution from advertisers to storytellers

• Awareness

• Trust

• Donation/purchase Intent

• Word-of-mouth

• Customer Engagement

• Lower Acquisition Costs

Content Marketing Builds Stronger Brands

Organize for Content: Harmoniously

Conduct Content

Photo Credit: Toronto Symphony Orchestra

Lead with Process:

• Create an empowered cross-functional governor or governing body with executive support and/or authority

• Locate and identify existing content and content sources

• Identify dotted-line reports

Recommendations: Make Room for Content

Lead with Process:

• Create efficient processes, approval systems and schedules

• Create governance documentation (style, edit and brand guides, personas, voice and tone guidelines, editorial calendars)

• Integrate owned with paid and earned media

Lead with Process:

• Train: usually, varying programs for different stakeholders

• Plan beyond “hire a journalist.” Graphics, video, and visual storytelling, and well as multiplatform considerations

• Hire the right people, bring them in at the right time

Mate with Technology:

• Be a technology stakeholder

• Include IT in governing structure for mutual understanding of requirements

• Involve stakeholders in technology requirement scoping

Follow with Measurement:

• Define, then align, goals, measurement and KPIs

• Share and discuss results across stakeholders

• Constantly evaluate and redefine KPIs and metrics

• Ensure content metrics aren’t at odds with stakeholder’s individual goals

A Culture of Content

A Culture of Content exists when the content’s importance is evangelized enterprise-wide, content is shared and made accessible, creation and creativity are encouraged, and content flows up and downstream, as well as across divisions.

A Culture of Content is a Content Engine

• Listen for consumer insights across channels.

• Design content to unify the customer–brand experience.

• Assess all content for worthiness.

1. Customer Obsession Guides Content

• Crystallize how the content supports the brand vision.

• Incorporate that vision into training and evangelism.

• Only publish content that supports the brand vision.

2. Align Content with Brand

• Evangelize and test department-specific initiatives to drive bottom-up support.

• Leverage cross-functional results and support to drive top-down support.

• Both C-level and content leaders must reinforce an ongoing culture of content.

3. Drive Content Leadership from Top Down and Bottom Up

• Content leaders must lead the content evangelism.

• Articulate and demonstrate WIIFM, both bottom-up and top-down.

• Commit to ongoing cross-functional evangelism, support, communication, and optimization.

4. Culture Requires Constant Evangelism

• Start with small, tightly scoped, inexpensive pilots.

• Listen, analyze, A/B test, optimize, and repeat.

• Take risks, fail forward, and apply lessons.

5. Test & Learn

• Global must provide strategic oversight, support, resources, and direction.

• Enable local teams with appropriate cultural, linguistic, and contextual resources.

• Appoint regional and/or local content leaders to scale training and ongoing evangelism.

6. Global Must Enable Local

• Integrate across people: workflows, tool access, collaboration, best-practice sharing

• Integrate across technology: data sets, systems, third-party tools, analytics

• Integrate across media: paid, earned, owned, local, etc.

7. Integrate Across All Cultural Components

Paid & Earned Media Integration

Defining Converged Media

Display, banner ads Sponsored posts, ads PPC ads Pay per post blogging

F-Commerce

What does this look like on Facebook?

Earned

What does this look like on Twitter?

Earned

• Defining Converged Media

• Converged Media Workflow

• Case Examples

Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration

• Defining Converged Media

• Converged Media Workflow

• Case Examples

Starbucks leverages real-time ad buysStarbucks capitalized on Snowstorm Nemo in with agile deployment of social ads. Targeting Facebook and Twitter conversations around the blizzard, specifically rending ads for viewers clicking on the hashtags #Nemo and #blizzard and testing different copy, Starbucks’ real-time social ads keep the brand highly relevant.

Microsoft leverages ratings and reviews in adsMicrosoft partners with Bazaarvoice to deploy paid advertisements with user ratings and reviews. Microsoft advertises with transparency; shoppers click on the ads to learn more from their peers.

Earned

Sharpie lets fans do the copywriting, promotes tweets as adsTargeting teens interested in creativity and self-expression, Sharpie used Promoted Tweets. Through Promoted Accounts, they attracted an artistic following from whose tweets were made more Promoted Tweets. The campaign helped Sharpie increase its following by 6x at 1000 followers per day.

Nike crowdsources input for customized shoe designs, merges media online and off-Nike launched the NikeID campaign (store, mobile app, community, etc.) to enable customers to design their own shoe and purchase it directly on their mobile devices. Earned input inspires owned assets (including the product itself!), driving paid ads, online and off— including interactive billboard experience in Times Square.

Real-Time Marketing: The Agility to Leverage ‘Now’

The strategy and practice of responding with immediacy to external events and triggers. It’s arguably the most relevant form of marketing, achieved by listening to and/or anticipating consumer interests and needs.

• Over half surveyed want a response in <1 hour.

• 38% feel more negative about the company if no response received.

Customers expect brands to respond in near-real time

Source: Lithium Technologies 2013

Impacts marketing outcomes

Real-time marketing makes a difference

Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/

Turbocharges other marketing

• “Surprise & delight”

• Right message at the right time

• Brand relevance

• Always-on

Benefits of RTM

Oreo: The RTM Poster Child

• Plotting strategy & analysis

• Requires intensive preparation, training

• Potential for risk & reactivity

• Shift in mindset

• Risk of “culture-jacking”

RTM Challenges

Kenneth Cole’s RTM #fail

The Six Primary Use Cases of Real-Time Marketing

Planned and Proactive • Conferences, product launches,

media events, customer events, etc.

• Advance prep of content strategy and execution

• Staff available to engage, react to anticipated posts

• Few surprises

Use Case #1: Brand Events

Salesforce Live, the app and dedicated microsite also integrate social feeds to drive (and monitor) event conversation.

Salesforce uses Facebook app to stream live brand events

Planned and Proactive • Major media events, tradeshows

(e.g. SuperBowl, Emmys, etc.)

• Like brand events, “locked and loaded” approach to content strategy & execution

• Staff available to engage, react to anticipated posts

• Showcases brand voice, relevance

Use Case #2: Anticipated Events

“We know we need freedom to develop content on the fly, but we also need to know the guardrails if anything should be escalated. There are built-in parameters for each campaign.” —Sabrina Caluori VP Social Media & Performance Marketing at HBO

HBO prepares content for real-time relevance during Emmys

Planned and Reactive • GPS, NFC, or other sensor-based reaction

to location, action, or request

• Taps into location-based triggers which prompt an offer or action in real-time

• Internet of Things brings endless possibilities with uncanny relevance in real-time

• Right person, right content, right time, right place

Use Case #3: Location/Object-Based

MGM Resorts serves up recommendations based on guests’ location, interestsMGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.

Planned and Reactive • Branded actions occurring as a

result of predictive analytics (e.g. recommendations based on browsing history)

• Sometimes combined with other marketing solutions’ data sets (e.g. Marketing Automation)

• Accessibility will grow as data solutions become easier to implement

Use Case #4: Predictive Analytics-Based

Walgreens responds to in-store Foursquare check-ins with scannable coupon

Unplanned and Reactive • Customer service, handling

complaints, community interactions, crisis management, CRM, etc.

• Requires both reactive and anticipatory work

• Triage workflow • Crisis communications plan • Determining what will be responded to

and where • Empowering staff • Coordination across functions

Use Case #5: Customer Interaction

PretzelCrisps listens for those in need of a snack, rewards them with a sample

Unplanned and Reactive • Reacting to unanticipated events

(e.g. news) with a legitimate, relevant message

• Difficult to prepare for, often emotionally charged events; acute sensitivity required

• Risk of ‘culture-jacking’

• Established creative, collaborative, and approval processes key to agility

Use Case #6: Breaking News

Epicurious found itself backpeddling after Boston Marathon #RTMFAIL

Twelve Steps to Prepare for Real-Time Marketing

Build workflows based on positive and negative interactions

Legal, Compliance & Risk

Legal? Legal’s not a problem. We have a great relationship with legal. — SABRINA CALUORI, VP SOCIAL MEDIA & PERFORMANCE MARKETING, HBO

Thank you.

Rebecca Lieb rebecca@rebeccalieb.com rebeccalieb.com/blog @lieblink

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