driving conversions in content marketing · driving conversions in content marketing simon bradley...
TRANSCRIPT
Driving conversions in content
marketing
Simon Bradley
VP Marketing Americas
@bradleysimon40
#smtravel14
Time to move beyond safety video arms
race!
78% of CMOs think
content is the future
of marketing
(Demand Metric)
Only 42% of content
marketers believe
they are effective
with it
(CMI / Marketing Profs)
Most content doesn’t
drive conversion directly.
The trick is to use it as a
catalyst that powers the
rest of the consumer
journey.
Where’s the Strategy?
• 42% of content marketers
have documented content
strategy (CMI)
• But many are limited to
old SEO principles
• Establish a clear role in
the broader path to
conversion / consumer
journey
• Show how content meet
your marketing objectives
and KPIs?
Integration across channels … and devices
• How does our content
relate to everything else
we’re doing?
• Maximum leverage
• Can it be consumed
differently on different
devices?
• Explore every channel –
e.g eCRM, LinkedIn
I wish you were more spontaneous
• Spontaneity can disrupt /
redirect the consumer
journey
• Create a structure that
enables spontaneity
• Establish templates and
techniques
• “Plan” your spontaneity
• Evaluate an opportunity
… then hold you nerve!
“We’re going to really drive loads of buzz
with this!”
• We need to dial up how
we measure content
effectiveness
• Move beyond CPV to ROI
– tracking metrics
attribution, brand tracking
• Common set of metrics
for measuring disparate
content on many
platforms
• Integration into existing
measurement models
Brand
Earned Media Coverage
Impressions & Social Engagement Metrics
$$$
Our approach
PR
Paid
Media
Social/
Digital
CRM
― Empathy with our
customers?
― Does it move the
needle on the brand?
― How does it support our
revenue goals? How
will we measure it?
― Will we be able to sweat
the idea across lots of
channels?
― Is there a strong
narrative that will yield
earned media
coverage?
BBC America Content Partnership
― Jointly established with BBC
America to reach the 678,000
British expats living in the
USA.
― After year 1 66% of users
likely to choose VAA for next
flight.
― Over $1m revenue in year 1
No Ordinary Park Bench
Corporate clients Social audience
Consumer media Creative media
Flying Club Travel Agents