Brand + Content
CP2 1/24/2014 Andrew Hanelly SVP Strategy
DISCUSSION TOPICS: / New Attention Economics 101 / What’s Driving the Content Bandwagon? / Strategy for Now & Later / Fueling the Fire / Our Perspective 2
NEW ATTENTION ECONOMICS 101
3
4
5
“The basic economic problem is increased competition for attention.” Hal Varian | Chief Economist | Google
7
“Understanding and managing attention is now the single most important determinant of business success.” - Davenport
- Davenport in “The Attention Economy”
9
Every 60 seconds…
571 new websites are created
Every 60 seconds…
3,600 photos are sent to Instagram
Every 60 seconds…
30 hours of video are uploaded to YouTube
Every 60 seconds…
Tumblr publishes 27,778 new posts
Every 60 seconds…
204 million emails are sent
Every 60 seconds…
Every 60 seconds…
300 thousand pieces of mail arrive
- NPR, 2011
Every 60 seconds…
People Google about 2 million things - Jay Walker-Smith, Yankelovich Consumer Research, 2010
Every 60 seconds…
Facebook is updated 684,478 times
Consumers Have Taken Control It’s easy to: Timeshift Block ads Unsubscribe Tune you out
WHAT’S DRIVING THE CONTENT BANDWAGON?
21
Attention is Earned, Not Bought
74% of people prefer to learn about brands via articles instead of ads
Customers Expect Value
believe companies that provide branded content are interested in building good relationships with them - Roper GfK, 2011
Customers Rely on Content
68% say branded content helps them make better purchasing decisions
- Roper GfK, 2011
Marketers Say Content Beats: Ads
PR
by
by
66%
65% Source: ContentWise, 2012
“Content” is on the Rise …
Brands Are Investing Percentage of communications budget Traditional advertising
Brand content and information
24% 31% 35%
29% 19% 2006
2011
12% 2016
Source: Veronis Suhler Stevenson, Spending Forecast, 2012
$118.4 billion will be spent on content marketing, video marketing, and social media in 2013. eMarketer, 2013
29
What Is Your Objective? Declare a goal that you want to achieve to avoid “random acts of content” Improve brand perception Increase brand awareness Build contact database Improve customer intimacy Generate sales leads Drive purchases Provide sellable ad inventory Become thought leader
Understand A “Day In The Life” Simple data sources: Identify FAQS Conduct surveys Keyword research Mine social media Psychographics Analyze metrics 33
Customer-Centric Content
CONTENT
Have a Point of View
Question: What media brand would you be?
The Brain Behind the Logo
38
39
40
41
FUELING THE FIRE.
42
BE LIKE PEANUT BUTTER. 43
/ BE LIKE PEANUT BUTTER
Peanut butter content is: • Sticky • Spreadable • Successful • (And delicious!) “If it doesn’t spread, it’s dead.” - Spreadable Media 44
/ BE LIKE PEANUT BUTTER
52% Of brand marketers say creating content that engages is their biggest challenge!
Source: Curata, 201245
/ BE LIKE PEANUT BUTTER
Why does so much content fail? • It’s hard to access • It’s blatantly promotional • It’s uninformed Photobucket.com
- CMO Council, 2013 46
/ BE LIKE PEANUT BUTTER
47
48
/ RIFF OFF POP CULTURE
Jerzify Yourself.
49
/ RIFF OFF POP CULTURE
Game of Fashion.
50
/ RIFF OFF POP CULTURE
Mean Girls meets the stock market. 51
/ RIFF OFF POP CULTURE
March (technology) madness 52
CREATE SOCIAL HOOKS
53
/ CREATE SOCIAL HOOKS
The social seal of approval.
54
/ CREATE SOCIAL HOOKS
Cubicle coverage. 55
/ CREATE SOCIAL HOOKS
Round up the rants. 56
/ CREATE SOCIAL HOOKS
50% Of B2B readers will give up on your content if it’s too complicated to access. - CMO Council 2013 57
/ CREATE SOCIAL HOOKS
Link unto others as you’d have linked unto you: • Links put you on other site’s radars • Readers know of the outside world • Linking out incentivizes linking in • Google (probably) appreciates it
58
/ CREATE SOCIAL HOOKS
7x Increased rate of sharing based solely on having a Twitter button present. - BrightEdge Research, 2011
59
BEHOLD THE POWER OF VISUALS
60
/ BEHOLD THE POWER OF VISUALS
Much a-brew about visuals. 61
/ BEHOLD THE POWER OF VISUALS
Bullets are good. Charts are better. 62
/ BEHOLD THE POWER OF VISUALS
Facebook-ify your content. 63
64
/ CONTEXTUALIZE THE NEWS
Making sense of the headlines • Aggregation = What happened • Curation = What matters • Contextualization = Why it matters
65
/ CONTEXTUALIZE THE NEWS
This happened. Here’s why it matters. 66
/ CONTEXTUALIZE THE NEWS
Put today in the context of yesterday. 67
DON’T IGNORE ALLTIME IN FAVOR OF REAL-TIME 68
/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Create a beginner’s guide to your industry. 69
/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Compile and publish a list of stats. 70
/ DON’T IGNORE ALL-TIME IN FAVOR OF REAL-TIME
Authoritatively answer an industry FAQ. 71
EAT, SLEEP AND BREATHE IT.
72
Embrace The Mindset
73
Embrace the Routine
Daily posts Weekly email Special features Milestone content NOW
Embrace the Skillset
Social Journalism Production
Graphics
Quality
Analytics
ANDREW HANELLY SVP, Strategy
[email protected]
@hanelly