[cmworld 2015 lunch & learn hosted by studiod] content mixology: mixing the right ingredients so...
TRANSCRIPT
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Mixing the right ingredients so your audiencewill drink the content you serve
#ContentTipsy
Y O U R H O S T S :
Matt OsiasSr. Manager, Content
@mattosias
Claire WebbContent Strategy Manager
@claireellenwebb
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WE REACH ONE IN THREE AMERICANS EACH MONTH
O N O U R O W N E D - A N D - O P E R A T E D O N L I N E P R O P E R T I E S
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I N T E R E S T
W E K N O W W H A T W O R K SOur data is based on user intent, providing accurate insights into what content drives engagement.
S E A R C H T E R M S
T I M I N G D E V I C E P R E F E R E N C E
→ Allow us to understand and deliver the needs of your consumers
→ Proprietary data insights include Interest Index, Seasonality Index, SEO
Pulse and Social Pulse
#ContentTipsy
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Start with the right goals and KPIsto frame your content strategy
Glassware
Y O U R B R A N D
#ContentTipsy
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K N O W Y O U R B R A N D & C O M P E T I T O R SSuccessful content begins with identifying what makes your brand unique and owning your content topics.
C O M P E T I T O R S ’ C O N T E N T
Y O U R C O N T E N TV O I C E &
A U T H O R I T Y
BRAND IDENTITY• What’s your brand mission?• What are your KPIs?• Who is your target audience?• How will you measure success?• What topics do you want to own?
C O M P E T I T O R S ’ C O N T E N T
Y O U R C O N T E N TV O I C E &
A U T H O R I T Y
#ContentTipsy
COMPETITIVE REVIEW
Discover:
• Topics that competitors already own
• Content types (including tone, voice) most prevalent among competitors' content marketing campaigns
• Key messaging on different platforms
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U N D E R S T A N D T H E G A P SIdentify the right content to increase reach and impact
CONTENT GAP ANALYSIS• Understand your current content efforts
and how they work toward meeting your goals
• Take inventory of your existing content and discover opportunities you may have missed
Identify topics you can own
and formats to create
E X I S T I N G C O N T E N T
Content type
Buyer stage
Target audience
Keywords
A U D I E N C E I N S I G H T S
Personas
Topics of interests
Overlapping interests
Seasonality
#ContentTipsy
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S A M P L E : G A P A N A L Y S I SDocument existing content by format and topic, to get to the right mix
Infographics 27Decision Trees 15Checklists 16Videos 12Articles 30Blogs 17Listicles 14Social 2
SMB 36%Employee Mgmt 14%Organization 14%Tax 8%Furniture 5%Flu 5%Marketing 5%Education 4%Misc 3%Employee apprecia-tion 3%Black Friday 3%
#ContentTipsy
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M E A S U R E S U C C E S SDefine metrics that will measure success for your content
CONTENT TYPE CONTENT COUNT BOUNCE RATE TIME ON PAGE PV/SESSION $/SESSION
Article 6 69% 1:26 1.20 $0.51
Blog 5 67% 1:56 1.35 $0.09
Checklist 6 81% 1:44 1.10 $1.06
Decision Tree 6 83% 1:56 1.08 $0.64
Infographic 5 67% 1:56 1.12 $1.08
Listicle 1 86% 2:11 1.04 $2.68
Video 2 55% 1:46 1.13 $0.00
#ContentTipsy
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C O M P E T I T O R R E V I E WChoose your top three competitors and document their content strategy.
C O N T E N T H U B & S O C I A L C H A N N E L S
K E Y M E S S A G I N G T O P I C S & F O R M A T S S T R E N G T H S W E A K N E S S E S
#ContentTipsy
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Understand their needs and motivations with a detailed buyer persona
Ice
A U D I E N C E
#ContentTipsy
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F I N A N C I A L
I N T E R E S T S
O N L I N E &
M O B I L E
B U Y I N G
H A B I T S
W H O A R E T H E Y ?
M I L L E N N I A L P R O F E S S I O N A L S
C A R E E R
A M B I T I O N S
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M I L L E N N I A L P R O F E S S I O N A L SUnderstand their motivations to build a relationship
#ContentTipsy
→ Men & women, 18-34
→ Married, or living with domestic partner
→ Half (46%) are concerned they have too much
debt
→ 3X more likely to check financial information on
their smartphones
→ Prefer brands they trust, that reflect their style
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Understand what your audienceis searching, to add that zest
to your strategy
½ oz of fresh lime juice
I N T E R E S T I N S I G H T S
#ContentTipsy
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MILLENNIALS GEN X BOOMERSComputer software, cell phones and TVs are popular topics
Interested in home audio, TVs, cameras and cell phones
More likely searching for computer hardware, TVs and cameras
18-24 25-34 35-44 45-54 55-64 65+0%
5%
10%
15%
20%
25%
30%
35%
Computer HardwareComputer SoftwareCell PhonesTVsCamerasPersonal AudioHome Audio
Source: *studioD Interest Index(TM)
Interest Index analyzes total time spent in Categories (% of clicks)
K N O W T H E I R I N T E R S T SSelect topics that resonate with your target audience
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K N O W W H E N T H E Y ’ R E L O O K I N G Understand how seasonal trends shape content planning & calendar
Users are 60% more likely to search for TVs and personal audio content in Dec.
Seasonality Optimization IndexEach line tracks the popularity of a certain category over one year; the lines do not compare categories against each other.
Interest in cell phones spikes in Aug/Sept, when users are 20% more likely to search.
Start promoting tech content
Source: *studioD Interest Index(TM)
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K N O W W H E R E T H E Y G O N E X TUnderstand your target audience’s overlapping interests
Source: *studioD Interest Index(TM)
T R A V E L
F O O D & D R I N K
C U L T U R E &
S O C I E T Y
C R A F T S C A R E E R & W O R K
P A R T I E S & E N T E R T A I N I N G
#ContentTipsy
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B U I L D Y O U R C A L E N D A RTie it all together with a clear plan of action
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
CONSUMER ELECTRONICSCorrelating with summer activities, users search for more cameras, and 1.5X more likely to search for cell phone batteries
CAR ELECTRONICSWith summer travel, users are 4.5X more likely to search for car audio and video accessories
BACK TO SCHOOLDuring the back-to-school season, consumers are especially interested in content about cell phones, cell accessories, TVs and DVR
GIFT GIVING
Popular topics include:
• TVs (big screens, HDTV, accessories, flat screens, TV repair, projection TVs, digital TV, DVD players 6X MORE LIKELY, etc.)
• Cameras (digital cameras, accessories, polaroids, etc.)
• Cell Phones (androids, phone SD cards, iPhones, smart phones, HTC, pre-paid phones & bluetooth)
• Audio (audio shelf systems & karaoke machines)
#ContentTipsy
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Pick the right base of topics andformats based on your KPIs
2 oz of bourbon
F O R M A T S
#ContentTipsy
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U N D E R S T A N D H O W T O R E A C H T H E MOptimize content formats and platforms with insights before executing your content strategy
FORMAT MATRIX
AUDIENCE INSIGHTS
Driven by KPIs, optimized for different platforms
Audience Insights shape format and platform recommendations
PLATFORM STRATEGY
Distribution channels – both organic and paid
#ContentTipsy
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DEFINE YOUR METRICSUse your goals to help determine formats and platforms
A W A R E N E S S
E N G A G E M E N T
A D V O C A C Y
Organic trafficReferral trafficSearch rankingCPMCost per click
Time spent on siteSites per sessionConversion/click-throughEmail subscribers
SharesLikesPinsFollowersComments
#ContentTipsy
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C H O O S E T H E R I G H T F O R M A T SMatch formats to your KPIs
Listicles
Blogs
Articles
AWARENESS
ENGAGEMENT
ADVOCACY
SEO
Social
MOBILEDESKTOP
How-to Videos
Animated Videos
Quizzes
Infographics
Decision Trees
ChecklistsPodcastsDocumentary Videos
Animated Videos
Pinterest How-Tos
Social Shares
Lifestyle Photography
Social Videos
Animated Videos
#ContentTipsy
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SAMPLE FORMATS: AWARENESS
How to Make Straight Hair Wavy
How-to Video
Mobile OptimizedVisual How-to
Infographic
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Quiz
Animated Video
SAMPLE FORMATS: ENGAGEMENT
Infographic
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Social Video
SAMPLE FORMATS: ADVOCACY
Original Photography
Mobile OptimizedVisual How-to
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Add the right notes to getthat distinct flavor
½ oz of allspice dram
V O I C E / G U I D E L I N E S
#ContentTipsy
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B U I L D G U I D E L I N E SWhat’s needed to ensure voice & tone is consistent with brand goals
G U I D E L I N E S
Q & A B R A N D R E S E A R C H P I L O T C O N T E N T P E R S O N A S W E B I N A R
#ContentTipsy
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T H E F I N A L P R O D U C TYour finalized guidelines should always be:
#ContentTipsy
→ Concise and easily digestible
→ A detailed representation of your brand mission,
audience and style
→ A fluid document, to account for changes
→ Delivered both as a document and as a
presentation (e.g., webinar)
→ Tested (i.e., through the execution of pilot content)
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W H A T P E R S O N A F I T S Y O U R T A R G E T ?Match your persona by considering the following:
I N T E R E S T S
Personas will help you select creators, too!
E D U C A T I O N
R E L A T I O N S H I P S T A T U S
O C C U P A T I O N
A G E
O N L I N E H A B I T S
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Sweeten the mix with relevantexperience and creativity
1 teaspoon of simple syrup
E X P E R T S / C R E A T O R S
#ContentTipsy
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W H A T M A T T E R SExpert content is 88% more effective than branded content and 83% more effective than product reviews – Nielsen Report
E X P E R I E N C E B U D G E T A V A I L A B I L I T Y
#ContentTipsy
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F O C U S O N C A T E G O R Y E X P E R I E N C ESelect experts, creators and influencers by segmented verticals
SPORTS
ART BUSINESS &FINANCEBEAUTYAUTO
FOOD FASHIONFITNESS HOME & DECORGARDEN HEALTH
EDUCATION
LEGAL
PETSNUTRITION REAL ESTATE TECHRELATIONSHIPS
& PARENTING TRAVEL
CRAFTS COMEDY
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They give your content theright amount of bite
1 dash of bitters
I N F L U E N C E R S
#ContentTipsy
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CHOOSE POWERFUL INFLUENCERSMatch your influencers with the right following for your brand and goals
J U S T I N M A T T H E WCo-founder of Household
Hacker, a popular blog and YouTube channel
2.5MM FOLLOWERS
What works for one brand may not work for the next.
Did you know?65% of social influencers report that their #1 motivator is the chance to share their knowledge and passion (not money).
W A N D I A C H I U R IDigital, mobile and social
media aficionado and entrepreneur
600K FOLLOWERS
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The underlying message of your content packs a punch, but ties it all together
Lime wedge
S T O R Y T E L L I N G
#ContentTipsy
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→S A M S U N G S U C C E S S
Melissa Bannon – Director of Content Strategy
Content marketing is a way to bring all our categories together and create a consistent, cohesive story around our products.
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W H E R E T E C H N O L O G Y A N D L I F E C O L L I D ESAMSUNG TECH L IFE STORY
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T H E G O A L
The story your content depicts should
ultimately align with the story the brand
both wants to tell and is telling.
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C L I C K T O E D I T M A S T E R T I T L E
Click to edit Master text styles– Second level
• Third level– Fourth level
» Fifth level
S U C C E S S S T O R Y : S A M S U N G
Enabling Samsung to become a publisher through content creation and website management
35%Increase in Revenue
WINNERSamsung “Global Best Practice” Award
R E S U L T S
6%Increase Sales
4XIncreased Engagement
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T H A N K Y O U
#ContentTipsy
Matt OsiasSr. Manager, Content
@mattosias
Claire WebbContent Strategy Manager
@claireellenwebb