CONTENT

pepa.cz

13MarekBaco

CONTENT

MARKETING

strategically applied to

deliver business goals


01

Introduction

02

The Consumer

Reality

03

The Marketer

Reality

04

Tools: Back to

basics

05

Appendix

Cases

06

Appendix

Credentials


01

Introduction


Source: Google Trends - Numbers represent search interest relative to the highest point on the chart


Is Content Marketing Hype?

Does anybody care about

data-driven (& content)

marketing anymore?

Source: Google Trends - Numbers represent search interest relative to the highest point on the chart


Content Marketing Defined

Content marketing is a strategic marketing approach

focused on creating and distributing valuable, relevant,

and consistent content to attract and retain a

clearly-defined audience who ultimately reward with

their business and loyalty.


Start to blog?

In 2015/2016?

Too late, right?


One Blog

¼ Copywriter time

Simple & relevant content

Seeding without paid support

3,00 %

revenue share


VISIBILITY

CONTENT SOCIAL DIGITAL

The world of branded

content is maturing

PEAK OF

INFLATED

EXPECTATIONS

TROUGH OF

DISILLUSIONMENT

SLOPE OF

ENLIGHTENMENT

PLATEAU OF

PRODUCTIVITY

TECHNOLOGY

TRIGGER

MATURITY

Source: Gartner – Hype Cycle


It’s Growing

74%

of client-side

marketers expect

to increase budget

for Content

Marketing in their

2014 (digital)

marketing budgets

Source: Econsultancy “Marketing Budgets 2014” in association with Responsys February 3 rd 2014


Content is a hot currency

MAFRA acquisition by current

Czech Finance Minister Andrej

Babiš in 2013 is estimated to

reach CZK 3,7 billion.

Gaming streaming platform

TWITCH purchased by Amazon

for nearly US$ 1 billion with non

disclosed revenue.


Buzz vs Usage

Apparently there are many buzzwords also

among Czech marketing professionals.

CONTENT MARKETING is still in many cases

just buzzword, but it is on the rise in last 3

years in a row not just in terms of „talk

about“ but also „to be more in use“.

Data-driven marketing via smart tools or

innovative technology seems to be ignored or

very slowly adapted. Few of major trends of

this conference (TECHNOLOGY FOR

MARKETING 2016) are still in the area of

„talk about“:

- BIG DATA (major rise in 2016)

- SOCIAL CRM

- REAL-TIME-BIDDING / PROGRAMMATIC

MEDIA BUYING

- MARKETING AUTOMATION

Source: Idealisti.eu research Trends in Czech Marketing for 2016


Industry + Media + Customer behavior

change in extreme pace

Media consumption is changing rapidly.

Media houses and owners is changing

rapidly (Hi, Andrej!)

Consumers are bombarded by various ads

and content like never before (creating tons

of youtube crap).

Consumers have powers - with new media -

like never before (haters gonna hate).

Decisions to consider or to buy product of

our competitors is close as a random click

(Alibaba is here).

Pic source: The Marketoonist.com


02

The Consumer Reality


Customers face

explosion of

content

Source: https://zephoria.com/top-15-valuable-facebook-statistics/


300 hours of video

uploaded to YouTube

per minute

Source: http://www.reelseo.com/youtube-300-hours/


4,75 billion

items shared on

Facebook everyday

Source: https://zephoria.com/top-15-valuable-facebook-statistics/


So you are not just

competing for attention

in the ad break any longer…


You are competing with him


…Her


…These

Pew Die Pie:

The YouTube star with the most

subscribers and largest amount

of views.

Founded his fame through

gaming videos filming himself

while playing games.

Stats 01.02.16:

YouTube subscribers: 42.4 million

Views: 11.3 billion


…These too

ViralBrothers

The local YouTube stars with the

leading number of subscribers and

amount of produced videos and views.

Founded their true fame by localizing

sh*t people say.

Stats 01.02.16:

YouTube subscribers: over 2,6 millions

Views: over 475 millions


…AND THEM!

Celebrities aren’t everything.

By far the most activity on

social platforms are just

conversations among friends


Is this…


FOR MY FINITE ATTENTION SPAN

(OF REPORTEDLY LESS THAN 8

SECONDS!)

Attention span statistics

statisticbrain.com


CONTENT IS KING,

DISTRIBUTION IS QUEEN,

AND SHE WEARS THE PANTS

Jonathan Perelman,

Buzzfeed


03

Marketer reality


We all know the famous examples

69.4m views

Roller Babies, Evian

(2009)

72.7m views

Epic Splits, Volvo

(2013)

59.8m views

The Force, VW

(2011)

36.5 views

Felix Baumgartner, Red Bull

(2012)


Viewing distribution of branded YouTube videos

But only very few

videos ever deliver

this kind of scale

Source: Mediacom Germany Research: 1500 branded YouTube videos


Too many KPIs to watch?

Too many numbers with

almost no value…

Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/


Many Challanges

There are too many

challanges

Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/


You are not alone

1. Strategy

Only 27% of B2C

and 35% B2B

Marketers have a

documented

content marketing

strategy.

2. Production 3. Promotion 4. Analytics

Over 50% of

Marketers struggle to

create consistent and

engaging content.

Only 38% Marketers

are effective in using

content marketing.

Under 23% of

Marketers are able

to track ROI.


04

Its not about tools,

Goals matters!


Understanding the Challenge

Identify the Problem

Example questions:

What is the problem to be solved?

What are the challenges in meeting the businesses objectives?

Why don’t consumers connect with the brand, product or service?

How do we create relevance?

Define the Objectives

Examples objectives:

Build trust and a long-term relationships with the target audience.

We want the target audience to engage with the brand or product.

We want to be known for…

We want to provide useful information and answer our clients needs.


Translate Objectives Into KPIs

Connections

Content

Brand

Business

How many people in our target

audience do we want to reach?

How does the content perform

with our target audience?

How does the content change

the attitude towards the brand?

How does the content help to

achieve business results?

Performance KPI

Performance KPI

Impact KPI

Impact KPI


Potential KPIs

Connections Content Brand Business

• Impressions

• Reach group resp. Unique

Users)

• CPM

• Views

• Frequency Clicks to Website

• CTR

• Installations

Inspire

Objective: Positive Awareness

• Cumulative Views

• View Trough Rates

• Video Emotion Score

• Video ShareRank

• Comments Likes/Shares

• Likeability

• Relevance

• Uniqueness

Involve

Objective: Integration

• Fans/Subscribers

• Comments Likes/Shares

• Dwell Time

• UGC/Participants

• Return Rate

• Completion rates

• Level of Involvements

Inform

Objective: Relevance

• Long Tail View Count

• Search Ranking

• CTRs

• Comments Likes/Shares

• Search ranking

• Credibility

• Persuasion

• Branding Impact:

• Buzz

• Brand image

• Brand proposition

• Brand Fit

• Likeability

• Trust

• Identification

• Leads

• Conversions

• Downloads

• Orders

• Customer-Lifetime-Value

• MRR


TOOLS TALENT

Content Engagement Strategy

Content Strategy (based on business goals)

Data/Insights/

Strategy

Content &

Engagement

Paid Distribution

Measurement


Listening

Analyzing

Source Pic: SentiOne dashboard


Pretesting

Source Pic: RealEyes dashboard


Compering

Source Pic: RealEyes dashboard


Ongoing /

Real-Time

Content

Optimization

Source Pic: CommunityPlus – content compare


05

Case Studies


Scene Its LIFE Unseen TV Ad! – Japan

Trailer


Sam Smith

Live From The Roundhouse

KEY OUTCOMES

Live

stream

From Google Play

Into full ad break

on Channel4

1.3m

views

more viewers watched

the live stream than

those who tuned in to

watch Chattyman

102k

album sales

sold within the weekend.

Making it the fastest

selling debut album

of 2014


#takeITeasy

YouTube case: https://youtu.be/3DxuKAiRufg

Sam Smith

Live From The Roundhouse

KEY OUTCOMES


CZE: Its content THEY produce

VIDEO

SEEDING

TRAFFIC and

CONVERSIONS

CLASSICAL

YOUTUBE AD

INFLUENCERS

RECRUITMENT

IDEA and

PRODUCTION


#bodovačka

KEY OUTCOMES

10 UNIQUE

VIDEOS

We have collaborated

with leading local

YouTubers and created

branded and relevant

videos for our target

audience.

860.000

VIEWS

All the videos generated

over 860.000 views

during the campaign and

gain over 1.4 million in

following month.

630.000 UU -

SOCIAL REACH

YouTubers became the

main channel within the

social seeding and

advertising (on Facebook

and Instagram)


#bodovačka

KEY OUTCOMES

45.000

VISITS

YouTuber’s videos

became the main traffic

source, surpassing

(estimated) KPIs by 200

%.

- 40,00 %

LOWER COSTS

Overall average cost per

view per video was lower

then with the classical

trueview brand videos.

> 7,00 %

CONVERSION

RATE

We have gained new

registered users and sold

new simcards with very

high conversion rate


06

MediaCom Beyond

Advertising credentials


MediaCom Beyond

Advertising is the

integrated content

division of MediaCom


500+

staff

42

markets

4

regional

hubs

LATAM

Mexico City

NA

New York

EMEA

London

APAC

Singapore

EMEA

NA

LATAM

APAC


Great content deserves a great audience.

We don’t just create content – we know how to put content to work.

MediaCom Beyond Advertising sits at the heart of

MediaCom – The Content + Connections Agency.

CLICK TO EDIT MASTER TITLE STYLE

Content only achieves its potential when it is designed, managed and integrated

with every other element of a communications system.


Content

Strategy

____

Content

Creation

____

Content

Distribution

____

Connected

Understanding

Connected

Solution

Connected

Execution


Some of our Content

Marketing clients

We work across local,

international and global brands.

Some are small and some are

big. It is across all categories

and involves all sectors.


Our formula how we generate value for our clients is:

( )

Relevant Effective

Advanced

CONTENT + CONNECTIONS ×

= Better

DATA&TECH ROI


20I20 Connections Planning

1) STRATEGIC PLANNING

How can our planning approach

accommodate strong creative

outputs


2) CONTENT CREATION

A strategic content

framework to help plan

and design the right

content


Inspire Involve Inform

Inspire is the big-ticket hero

content.

The experiential stunt, the hit

YouTube video or the ad funded

TV program designed for widescale

appeal and awareness

and often, but not always,

designed as part of a campaign

launch.

Involve is about then engaging

with the audience.

This is often the smaller scale,

always-on content and could

include

social community management

and competitions. It gives

longevity to

a campaign and is designed to

grow your base of brand

advocates.

Inform is exactly that: how-to

videos, product demos,

stuff that answers consumer

questions or needs. This is

often the next step in your

comms journey: capture your

audience’s attention with

evergreen and inspirational

content, and then make it

relevant to them with content

that is both informative and

useful


3) CONTENT DISTRIBUTION

Content must be put to work across

Paid, Owned and Earned

Owned Media

Website

Mobile Site

Blog

Social Media Channels

SEO & Branded Content

drive earned media and

traffic

Gain more exposure to web

properties with paid

promotion

Influencers

Reviews

Digital PR

Earned Media

Paid Media

Pay Per Click

Display Ads

Retargeting

Paid Social Media

Programmatic

‘Shared’ media – likes, shares etc.


THANK YOU!

Obsahová divize

MEDIACOM

The Content + Connection Agency

Nádražní 32, Praha 5, 150 00

www.mediacombeyondadvertising.com

www.mediacom.com

@wearemba | @marek_baco

Marek Bačo |

Head of MBA

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