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Content marketing and converged media: setting strategy, gauging maturity and preparing for converged media workflows. Rebecca Lieb's keynote from Spredfast Social Summit 2012
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Spredfast Social Summit October 4, 2012 Rebecca Lieb Industry Analyst @lieblink Converged Media Success: Setting the Stage with Content Strategy
Image by Mark Garbowskiused with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/ We’re Tuning Out the Noise © 2012 Altimeter Group
As Consumption Habits Shift, Brands Require Media Ubiquity The average consumer sees c. 3,000 brand impressions a day.
Defining Converged Media • Requires media buy • Owned or controlled but does not require media buy • User-generated content surrounding brand
A Closer Look at Each Media Type Source: Society of Digital Agencies (SoDA) via eMarketer, 2012
Defining Converged Media • Two or more channels of paid, earned, and owned media. • Consistent storyline, look, and feel. • All channels work in concert, enabling brands to reach customers throughout the customer journey © 2012 Altimeter Group
Brands that Do Not Integrate Paid, Owned, and Earned Media are at a Disadvantage Fragmented messaging, inconsistent branding Redundant efforts, no communication/ collaboration Departments competing for budget Low customer engagement/ advocacy Convergence begins to occur in traditional media
Image by icebirdyused with Attribution as directed by Creative Commons http://www.flickr.com/photos/icebirdy/3153588850 Quality Content Determines Converged Media Success © 2012 Altimeter Group
Build the Content Workflow © 2012 Altimeter Group
Step 2: Develop Personas Before After
Step 4: Create an Editorial Calendar Source: http://www.findandconvert.com/wp-content/uploads/2011/11/editorial-calendar-sample.png • How much content, • How often • Specifically when it will publish. • Content requirements • Responsibilities • Schedule
Content is Like Leftover Turkey © 2012 Altimeter Group
Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/ Assess Organizational Structure and Roles
Culture Shift is Needed Across the Enterprise, Beyond Marketing Department • New training and skill sets will be required. • Content lives in all departments – stories are everywhere. • Enterprise social networking can assist in collecting content and giving employees a voice.
Chief Content Officer Emerges as Leader Reports to: CEO/COO/CMO (depending on size) Summary: Oversee all marketing content initiatives to drive sales, engagement, retention, leads and positive customer behavior. Responsibilities: Think like a publisher, leading the development of content initiatives to drive business. Source: JoePulizzi, The Content Marketing Institute,http://blog.junta42.com/2011/05/chief-content-officer-job-description-sample-example-tempate/. Used with Permission.
Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875 Content Marketing Maturity © 2012 Altimeter Group
Indium Corp Creates Engaging Blog Content Based on Targeted Keyword Phrases Indium’s 73 blogs and 17 contributors are fueled by keyword research, with the goal of turning content into contacts into revenue. Its hyper-targeted blogging strategy increased customer contacts by 600% within a single quarter.
Eloqua Expands Content Marketing with Creation of VP Content Marketing Role Joe Chernov launched Eloqua’s corporate blog and later used it to promote the company’s other content—made trackable by requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly attributing $2.5M in revenue to four free guides in 2010. Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.
Nestlé’s BlackshawTakes Senior Leadership on Inspirational “Field Trip” to Silicon Valley
Red Bull Recognized as Content Empire, Adds E-commerce Site to Media Strategy
Deploy Content as Part of Converged Media Strategy © 2012 Altimeter Group
Altimeter identifies 11 criteria to successful converged media deployment
Organization: Ability to Achieve Earned at Scale Build and nurture earned media with: • Content strategy, consistent brand messaging • Listening and measurement tools • Publishing tools • Inter-agency/ vendor communication • A fundamentally agile approach • An ongoing effort © 2012 Altimeter Group © 2012 Altimeter Group
Organization: Align Teams & Departments Break down cultural silos: • Ownership/ governance • Communication • Collaboration/ creative design • Campaign goals • Budget © 2012 Altimeter Group © 2012 Altimeter Group
Organization: Align Agencies & Vendors Brands must play moderator between vendors and facilitate: • Communication • Collaboration/ creative design • Campaign goals, KPIs • Performance incentives © 2012 Altimeter Group © 2012 Altimeter Group
Production: Aligned Content / Creative Across Channels Design, voice, message, branding, and other creative must be consistent: • Agreement/ alignment across stakeholders from day one • Across all channels and touch-points • Singular brand message, no matter the media • Natural extension of organizational and partner alignment
Production: Real-time Capabilities Brands must enable: • Proper labor resources • Proper tools • Stakeholder buy-in • Communication channels between stakeholders • Content marketing strategy • Empowerment to act, particularly in Earned media
Real-time marketing turbo-charges other efforts Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
Production: Channel Flexible Brands must extend presence across: • Multiple channels, platforms • Multiple touch-points • Not JUST mainstream channels, instead following their customers • Demographic-specific hang-outs
Production: Influencer Relations Brands cannot ignore influencers- they can amplify messages across all media: • Touting or shaming product/ service in unprompted Earned setting • Acting as the voice of a Paid campaign • Offering guidance or advice on Owned platforms • Influencers are key to helping build Earned at scale
Content and Converged Media Success © 2012 Altimeter Group
EarnedInforms Creative for Paid and Owned More and more brands use earned to inform paid and owned investment Reveals demographic trends Highlights what audience is talking/cares about Showcases optimal channels for investment
Intel Among the First to Reorganize… Merges Social Media Team with Global Media Team “Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”
Intel Achieves Converged Media Harmony 45,794 social actions
Intel’s iQ Social Publishing an Industry First for Integrated Media Curation The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.
SAP Integrates Paid and Owned Media Types to Strategically Push SMB Offering © 2012 Altimeter Group