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The Personalization of Content How to Use Content To Build Relationships At Scale

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The Personalization of Content How to Use Content To Build Relationships At Scale Michael Brenner @NewsCred – Head of Strategy @BrennerMichael #C2C15


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#C2C15 Content marketing trends I started preparing for this presentation the way I start most things: with a search


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#C2C15 I landed on this page with a weird quote and an ad!


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Oh no! An auto-play video ad!!!


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#C2C15 And a survey . . .


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#C2C15 Oh great. I have to hit “Continue” 3 times


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7 I have no patience for useless things.


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It’s not all bad, right? #C2C15


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#C2C15 This picture was so widely shared because it was fun!


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#C2C15 More brands are trying to act like real humans


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Marketing has a marketing problem! #C2C15 But most people still think marketing is a banner, a billboard, a honk and a siren.


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73% of people surveyed wouldn’t care if the brands they use disappeared from their life. #C2C15 *Co.Exist


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#C2C15 People don’t buy what you do. They buy why you do it.” Simon Sinek ” “


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#C2C15 What separates the best performing companies from the rest?


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#C2C15 Jim saw a clear answer . . .


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Companies who focus on connecting with their consumers have a growth rate triple that of their competitors. 3X #C2C15 That’s pretty clear: focus on messages based on your brand purpose not what you sell!


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60-70% of marketing content goes completely unused. #C2C15 *Sirius Decisions


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#C2C15 Most of our content is just floating in the wind. But it’s not totally our fault, right?


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Behind every piece of bad content is an executive who asked for it. ” “ #C2C15


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80% of CEOs are unhappy with CMOs. #C2C15 *Fournaise Group


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There’s been a fundamental shift in the way we create, consume and share content. 200 MILLION pieces of content are shared every day 1.8 BILLION photos are uploaded and shared 700 MILLION snapchats are sent 500 MILLION tweets are posted #C2C15


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We tune out the noise. #C2C15


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90% of email is unopened 86% of TV ads go unwatched .01% of banner ads are ever clicked on #C2C15


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The first online banner ad - 1994 #C2C15 This banner had a 44% click-through rate!!!


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Banners Today? You are more likely to . . . #C2C15


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Banners have 99 problems and a click ain’t one. ” “ #C2C15 Since 99.9% of us ignore banner ads, you could say…


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We need to stop interrupting what people are interested in and be what people are interested in. Craig Davis #thinkcontent ” “ #C2C15


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Our identity is defined by what we share. 68% of people share to give others a better sense of who they are and what they care about. *New York Times, 2014 #C2C15


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Behind every tweet, share, visit and purchase is a person, like you and me. #C2C15


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We need to redefine marketing by putting people at the center. #C2C15


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Content is core to who we are. #C2C15


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People Brand Purpose What Customers Want #C2C15 We need to put people at the center


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Content Marketing is all the Marketing that’s left. Seth Godin ” “ #C2C15


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#C2C15


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Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.


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The metrics we use today barely scratch the surface. PAGEVIEWS PURCHASES PATHS TO SALE TOP PAGES GOAL CONVERSIONS REPEAT VISITS RETURN VISITS CLICKS UNIQUES SUBSCRIBERS CONVERSIONS COMMENTS LIKES TWEETS SHARES BOUNCE RATE TIME SPENT PAGES PER VISIT SESSIONS


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You don’t know anything about me.


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It’s not about more people. It’s about the right people. And using data-driven insights to reach the right people at the right place and the right time.  #C2C15


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#C2C15 This is business-decision maker Bob


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#C2C15 This is technical Tom


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#C2C15 Hey, what’s up Millennial Mike?


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#C2C15 Social Sally is always chatting up her friends.


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What is going on?


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Do you really know your audience? Who they are? What they want? Where they spend their time? How they engage with your competitors? #C2C15


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So how do we use content to build relationships at scale? #C2C15


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How To Use Content To Build Relationships At Scale #C2C15


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Drive visibility and awareness as prospects enter buyer journey NewsCred Audience Insights Market to consumers during research phase Marketing Automation What people buy POS Awareness Retain Evaluation Purchase Who bought it CRM / Loyalty Social Listening Hot topics, Influencers, etc.


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Drive visibility and awareness as prospects enter buyer journey NewsCred Audience Insights Market to consumers during research phase Marketing Automation What people buy POS Awareness Retain Evaluation Purchase Who bought it CRM / Loyalty Social Listening Hot topics, Influencers, etc. Most efforts to build relationships start too high or too low in the buyer journey.


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Drive visibility and awareness as prospects enter buyer journey NewsCred Audience Insights Market to consumers during research phase Marketing Automation What people buy POS Awareness Retain Evaluation Purchase Who bought it CRM / Loyalty Social Listening Hot topics, Influencers, etc. We need to travel with them on the entire journey. Even the ones we don’t know anything about yet.


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Reach, engage and convert the right people. Early-stage Searches Middle-stage Brand Searches Search / Social Volume What is Content Marketing? (10-3000 X) Who is the best Content Marketing provider? (2-10 X) NewsCred Content Marketing software is how awesome? #C2C15


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1. Who is engaging with your competitor’s content? #C2C15


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2. Understand their content journey #C2C15


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3. Execute targeted and personalized demand gen #C2C15


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4. Measure the results #C2C15


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5. Follow their journey into your “funnel” #C2C15


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Awesome!


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1 Utilize Audience Insights to determine 2 Create + understand look-alike audiences Who is engaging? What topics are performing? What competitor content is your audience engaging with? 3 Leverage look-alike targeting for social 4 Convert them to sales Online Offline Strategically amplify your paid media campaigns For example, export a list of the Twitter IDs of your most engaged users, influencers and segments and run targeted ads against those IDs


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High fiving a million angels


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CapGemini utilizes LinkedIn to hyper-target & connect Sponsored updates to the right people Targeted Content from authoritative sources Drives to branded Content Loop Offers to deeper content Recommendations to connect with experts #C2C15


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CapGemini’s Content-Loop.com ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI #C2C15


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Content Marketing Roadmap Budget Destination Frequency Amplification / Optimization Collaboration (Who does what) Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization Business Case Current State Budget Branding/Design Platform Firm Integration Who does what? Agency NewsCred Distribution Structure Topics Types Content by Stage Conversions Subscriptions Define report Who / when? Content Platform Distribution #thinkcontent #C2C15


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Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.


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The customer has always been in charge. Shift from brand experience to consumer experience. Personalization is the driver. Brand Experience Consumer Experience Personalization


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Your audience wants stories. Created just for them. Will you give it to them? @BrennerMichael #C2C15


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