Disruptive Content Marketing, Disciplined ResultsREMIXED

BRAND INNOVATORS CONTENT MARKETING

#BISummit #BingAds

Geoffrey Colon, Group Product Marketing Manager - @djgeoffe

Microsoft

• The Fragmented Landscape

• Think Less Like a Marketer, More Like a DJ

• The Five Dynamics of Content

• Part I: Disruptive

• Part II: Disciplined

• Part III: Case Study

In an ever fragmenting media world, the question to ask yourself in the

transforming world of media and marketing is:

“How Do I Become Part of a Customer’s Day, Every Day?”

Think and Act less like a marketer, more like a DJ

Why Should Content Marketers Act Like a DJ?

A DJ…

• Understands the Audience

• Entertains the Crowd

• Educates the Crowd

• Programs other people’s music =

CONTENT CURATION

• Remixes other people’s music =

Social by Design CONVERSATION

• Produces original music =

Creates ORIGINAL CONTENT

The Five Dynamics of Content: Understands the Audience

A content marketer, like a DJ, understands the audience in which they are performing. They

understand intimacies via social connection in order to develop content including:

• Short and Long Form

• Thought leadership

• Video

• Customer Connection with Company Employees

• Tone of Voice

• Where that Audience Likes to Congregate Online

A content marketer, like a DJ, understands the audience is seeking entertainment. It’s a large

percentage of the reason why they spend time online. Even the most advanced concepts like cloud

computing will go further if that subject is presented:

• Where It Shows and Doesn’t Simply Tell

• In a Dynamic Manner that is Relatable

• Interconnects with Popular Trending Samples and Topics in the Social Web Zeitgeist

• Incites Sharing of the Experience

The Five Dynamics of Content: Entertains the Crowd

The Five Dynamics of Content: Educates the Crowd

A content marketer, like a DJ,

understands the audience is also

seeking education and new

discovery. The most advanced

audiences don’t want to be spoon-

fed what they know, but have

insights they can apply to their life

or business with content that:

• Addresses Issues from Their

Point of View or User

Experience

• Doesn’t Explain Everything All

at Once

• Uses Visuals as Much as Words

• Is Not Overtly Branded! Your

Content Brands You!

The Five Dynamics of Content: Content CurationA content marketer, like a DJ,

understands the audience is

also seeking an overall

experience. Audiences don’t

judge or learn by one tune, but

how hundreds of songs are

mixed and matched together

into a new form of storytelling.

Good content marketers curate

an experience that:

• Includes Content Made By

Others

• Uses Customer-Centric

Language and Behaviors

• Measures the Entire

Performance, Not Simply

One Song from the Set

The Five Dynamics of Content: Social by Design ConversationA content marketer, like a DJ, understands the

audience is seeking reinterpretation based on others

original creations. Audiences may like a song, but

want to hear how the DJ remixes it to create an

entirely new experience. This is done via:

• Remixed Content

• New Forms of Interpretation

• Building Off the Ideas of Others

The Five Dynamics of Content: Original Content

A content marketer, like a DJ, understands the audience is

seeking original content production that helps give voice to

that DJ as a true creator. Audiences want to see a DJ that

doesn’t simply spin other people’s music but can evolve to

produce their own. They really enjoy when that music stands

apart from anyone else’s.

Thus the need for:

• Creativity

• Originality

• Disruption of Normalcy

Part I. Disruptive

The Question

What do we mean by disruptive marketing?

• Not necessarily harmful to other businesses

• Disrupting how you internally think and execute marketing for your organization

• Disruptive marketing approaches the problem using a 50/50 approach to

providing a solution

• Right brain equally powerful as the left brain

• Analytics Drives Creative Solutions

• Creative Solutions Drives Metrics

• Metrics Determine Success, Pivots, Perseverance

The Theme:

Test

Q: How do I know if this will work?

A: Run a Test!

Q: How if I fail?

A: You can only learn

Track

Q: How do I do this?

A: Several KPIs will help you. There isn’t one finite measurement

Q: Is it expensive?

A: Most social platforms come with built-in analytics

Measure

Q: What is the most important metric?

A: Right now engagement rate or interaction rate

Q: Why?

A: It’s a barometer if your targeted audience approves of your content

The 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

All content is tagged with a CTA

Measurement is in site visitations / bounce rate

Long term goal = conversions

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• Psychography• Netnography• Profession• Job Title• Industry• Interests

• Age Range• Geographical

Location• Languages

Spoken• Gender• Education• Salary• Devices They

Use• Entertainment

They Enjoy

What is the Science of Your Customer?

Why do customers prefer some content over others?

Why Do People Like the Color of Artificial Junk Food?

Neuroscience has determined people like artificially colored junk food because it gives them a sensation and an emotional high when they see it and consume it.

This same neuroscience has determined whether a pop song will be a hit.

It also will determine whether your content will resonate

What is the Most Disruptive Content Marketing?

Goes beyond

traditional brand

research that has

historically tracked on

awareness and attitude

and looks at non-

conscious measures

including:

• Emotion

• Passion

• Personal Value

Studying Cognitive Emotional Response from Communications

A 2013 study showed brain patterns that when a brand of

product is revealed prior to sampling, a part of the brain

associated with happiness is triggered if that sampling

experience is positive. The test suggests emotional

connections to brands dominate consumer purchase

decisions.

Even in B2B which often focuses on logic-based value,

the use of emotion, colors, even music can be the

differentiation factor that leads to success.

Part II. Disciplined

Search and Social Data

Creative Insights

Trending Topics

Social CRM

• Is the audience engaging

with content?

• What type of content

performs best?

• Are you using different types

of creative for segmented

audiences?

• What are customers saying

about your area of

expertise?

• What do customers say

about your products?

• What is your response time

to customers on social?

• The Science of Your Customer

• APIs

• Measuring Response

• Bing Keyword Research Tool

The 5 Factors of Disciplined Content Marketing

• Twitter / Facebook

• Google / Bing Searches

• Capturing Mobile Search

Mindshare using Search

Engine Marketing Products

(Bing Ads)

• NewsDistribution

Real Time Context Is Important

Timeliness and immediacy play heavily into

content success due to two factors:

• Mobility of messaging (devices)

• Speed of messaging (business success is

made or broken on a combination of

three factors communications, design

and product technology performance.

Note, it’s NOT just the product

technology but how others, especially

peers, talk about the product!)

This is why brands try to newsjack around events. The

issue? Those events are not always emotionally relevant

to the customer because the brand messaging and

customer NEUROSCIENCE do not align!!!!

The KPIs of Content Marketing

Social Media

MetricsWebsite Traffic Brand Awareness Lead Generation Sales ROI

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

Real time and content marketing use softer KPIs like social media metrics and web traffic to measure

success as compared to sales or Return on Investment (ROI). Although social media metrics are new

and not yet definitely quantifiable as a metric, they are increasingly used in measurement.

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

Part III. Case Study

Content Marketing: A Case Study - Rethink B2B Marketing

“What Does Your Audience Crave?”

by Michelle Killebrew of IBM

@shellkillebrew

InspirationWhat Did Our Audience Crave?

How Did We Craft

the UX to Delight

the Audience?

Content Marketing: A Case Study

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

We Create for Our

Audience?

How Did We Track

Measurement?

Relevant, focused content

Sprinkled with evergreen so it remains timeless

Easy to share!

Web analytics Social engagement rate

Website based remarketing (AdWords/Bing Ads)

Thank you

Connect with Geoffrey:Web: http://geoffrey-colon.squarespace.com/

Twitter: @djgeoffe

LinkedIn: http://linkedin.com/in/geoffreycolon

SlideShare: http://slideshare.net/geoffreycolon

Tumblr: http://futuristlab.tumblr.com

Podcast: Download the Spreaker app – “Disruptive FM”

https://www.spreaker.com/show/disruptive-fm

Book: “Disruptive Marketing, Disciplined Results” on

AMACOM Books to be released January 2016

http://disruptivemarketing.tumblr.com

http://www.amacombooks.org/

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