visual content marketing · content 1. who are your global consumers 2. what is the story you want...
TRANSCRIPT
VISUAL CONTENT MARKETING: HARNESSING GLOBAL CONTENT TO TELL STORIES AROUND THE WORLD
April 10, 2014
Christa Bukowski Global Manager, Digital Content Strategy
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Harnessing Global Content
1. Who Are Your Global Consumers 2. What is the Story You Want to Tell 3. Create Compelling Visual Content That Does
Not Limit 4. Determine the Best Platforms to Tell Your
Story. 5. Create a Strategic Communication Plan.
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Global Consumer Journey
94% More Total views than advertising
without compelling images
46% Of beauty shoppers do not know which brand they will buy when
they start shopping
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Global & Industry Usage
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We’re Hardwired for Visual
Spain Population:
46.7 M
70% Of ad impressions are mobile
67% Of online consumers say clear
photos had an impact over product information and
customer ratings.
70% More pages per visit when
browsing with a tablet compared to a smartphone
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We’re Using Devices Conducive to Visual All Day
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Creating Visual Content Campaign Strategy
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The Basis of The Story
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The Story: Subtle Edge, Runway to Reality
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Our Strategy: Align with Key KPIs
Acquisition & Reach
Engagement
Conversion
Awareness
Consideration
Purchase
Loyalty
CONTENT MIX GOALS CONSUMER BEHAVIOR
80% Desired content: Lifestyle, Beauty, Trends, Community Outreach, Fan Recognition
20% Promotions, Offers, Sales etc.
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Creating Global Visuals
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Distributing Across Platforms
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Platform Specific Content
Become a Lifestyle Authority
Become a Lifestyle Authority
Be a Source of Entertainment
Stylized Product Trend / Shot Mani Monday hot
Product Shots BTS
Tutorial Campaign Related
How to: Get the BTS Look
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Making the Most of Your Content Globally
Become a Lifestyle Authority
Become a Lifestyle Authority
Be a Source of Entertainment &
Inspiration
Connect with Consumers to Build
Relationships
AWARENESS PURCHASE CONSIDERATION
Get The Look Product Innovation
Themes
80% DESIRED CONTENT (relevant, informing/
entertaining)
20% PRODUCT & SALES MESSAGES ,
CONTENT MIX:
Events Conversational Content
Celebrations Trends
Design Mood Boards
Lifestyle Boards
Trend Driven Fan Polls Contests
Fan Appreciation Ask the Expert
Makeup Mavens
Trend Driven Content Series Brand Philosophy
UGC
Product Preview/First Look Curated Products
Trend Driven Get The Look
Exclusives Partnerships
Influencer, Blogger & Celebrity Collaborations
Street Style Editor’s Picks
Fans Wearing Avon Looks & Products
InstaMeets Promotions
Shoppable Videos
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Making the Most of Your Content Globally
Become a Lifestyle Authority
Become a Lifestyle Authority
Be a Source of Entertainment &
Inspiration
Connect with Consumers to Build
Relationships
AWARENESS PURCHASE CONSIDERATION
Get The Look Product Innovation
Themes
80% DESIRED CONTENT (relevant, informing/
entertaining)
20% PRODUCT & SALES MESSAGES ,
CONTENT MIX:
Events Conversational Content
Celebrations Trends
Design Mood Boards
Lifestyle Boards
Trend Driven Fan Polls Contests
Fan Appreciation Ask the Expert
Makeup Mavens
Trend Driven Content Series Brand Philosophy
UGC
Product Preview/First Look Curated Products
Trend Driven Get The Look
Exclusives Partnerships
Influencer, Blogger & Celebrity Collaborations
Street Style Editor’s Picks
Fans Wearing Avon Looks & Products
InstaMeets Promotions
Shoppable Videos
E
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G
A
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E
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N
R
I
C
H
E
M
P
O
W
E
R
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Making a Global Content Strategy Work
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Tip
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Tip
You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want
something new.
(Steve Jobs)
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Recap
2. Create A Story that has Global
Appeal
1. Know Your Customers Before You
Start Your Story
3. Create Compelling Visuals and
Deliver on the Appropriate Platform
4. Strategically Communicate Your Content to help reach your KPIs
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Questions? Thank You! Christa Bukowski Global Manager, Digital Content Strategy [email protected] www.linkedin.com/in/christabukowski