role of content marketing for the biggest brands
TRANSCRIPT
03.01.AGENDA
THE ROLE OF CONTENT MARKETING FOR THE BIGGEST BRANDS
CONTEXT INSPIRATION
02.CONTENTWITHIN COMMS
PART OF GROUPM, THE MEDIA INVESTMENT MANAGEMENT ARM FOR WPP
BRANDS ARE FIGHTING FOR ATTENTION IN A
FLOODOF CONTENT
IN THE MINUTE IT TAKES TO PRESENT THIS SLIDE
7mFacebook
messages sent
194,000apps downloaded by
Apple users
350,000tweets sent
400hours of video
uploaded to YouTube
2.4mGoogle searches
carried out
50,000 photos uploaded to
Instragram
5.6m video views on
CONSUMERS ARE AVOIDING OR BLOCKING MANY BRAND MESSAGES
TOO MANY BRANDS “FILL THE PIPES” WITH IRRELEVANT OR PLAIN BAD CONTENT
CONTROL
BINGE-VIEWINGBinge Viewing
03.01.
AGENDACONTENT MARKETING SEMINAR
CONTEXT INSPIRATION
02.CONTENTWITHIN COMMS
10
E Realizing the value created by your communities.
S Establish key partners to execute.
Leveraging touch points to deliver the right messages at the right time. P
Using owned platforms to establish your brand’s spaces to play. O
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LINKING CONTENT RECOMMENDATIONS TO BUSINESS AND COMMS TASKS ON THE PURCHASE JOURNEY
“We create content that measurably improves your brand’s performance.
DISTRIBUTEDISCOVER DEVELOPDESIGN
EARNED
PAID
OWNED
BRANDEDUNBRANDED
PASSIVE
ACTIVE
NATIVEADVERTISING
BRANDEDCONTENT
CONTENTBRANDS
CUSTOMEXPERIENCES
Tact
ical
Stra
tegi
c
Source: Andrew Davis and a few tweaks from me
CONTENT QUADRANTS
Developing an ROI / ROO Framework• Linking Framework to Communication Tasks and
Objectives• Setting SMART Objectives
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03.01.
AGENDACONTENT MARKETING SEMINAR
CONTEXT INSPIRATION
02.CONTENTWITHIN COMMS
5 Key Takeaways1. Define the role of content within your communication
strategy
2. Insight driven content strategy
3. Link your content solutions to the purchase pathway challenges the brand faces
4. Consider all formats & content creation solutions
5. Personalise, optimise, measure and course correct
DEAD CALM KILLS BRANDS
GREAT CONTENT MAKES WAVES