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<strong>CONTENT</strong><br />
MARKETING<br />
strategically applied to<br />
deliver business goals
01<br />
Introduction<br />
02<br />
The Consumer<br />
Reality<br />
03<br />
The Marketer<br />
Reality<br />
04<br />
Tools: Back to<br />
basics<br />
05<br />
Appendix<br />
Cases<br />
06<br />
Appendix<br />
Credentials
01<br />
Introduction
Source: Google Trends - Numbers represent search interest relative to the highest point on the chart
Is Content Marketing Hype?<br />
Does anybody care about<br />
data-driven (& content)<br />
marketing anymore?<br />
Source: Google Trends - Numbers represent search interest relative to the highest point on the chart
Content Marketing Defined<br />
Content marketing is a strategic marketing approach<br />
focused on creating and distributing valuable, relevant,<br />
and consistent content to attract and retain a<br />
clearly-defined audience who ultimately reward with<br />
their business and loyalty.
Start to blog?<br />
In 2015/2016?<br />
Too late, right?
One Blog<br />
¼ Copywriter time<br />
Simple & relevant content<br />
Seeding without paid support<br />
3,00 %<br />
revenue share
VISIBILITY<br />
<strong>CONTENT</strong> SOCIAL DIGITAL<br />
The world of branded<br />
content is maturing<br />
PEAK OF<br />
INFLATED<br />
EXPECTATIONS<br />
TROUGH OF<br />
DISILLUSIONMENT<br />
SLOPE OF<br />
ENLIGHTENMENT<br />
PLATEAU OF<br />
PRODUCTIVITY<br />
TECHNOLOGY<br />
TRIGGER<br />
MATURITY<br />
Source: Gartner – Hype Cycle
It’s Growing<br />
74%<br />
of client-side<br />
marketers expect<br />
to increase budget<br />
for Content<br />
Marketing in their<br />
2014 (digital)<br />
marketing budgets<br />
Source: Econsultancy “Marketing Budgets 2014” in association with Responsys February 3 rd 2014
Content is a hot currency<br />
MAFRA acquisition by current<br />
Czech Finance Minister Andrej<br />
Babiš in 2013 is estimated to<br />
reach CZK 3,7 billion.<br />
Gaming streaming platform<br />
TWITCH purchased by Amazon<br />
for nearly US$ 1 billion with non<br />
disclosed revenue.
Buzz vs Usage<br />
Apparently there are many buzzwords also<br />
among Czech marketing professionals.<br />
<strong>CONTENT</strong> MARKETING is still in many cases<br />
just buzzword, but it is on the rise in last 3<br />
years in a row not just in terms of „talk<br />
about“ but also „to be more in use“.<br />
Data-driven marketing via smart tools or<br />
innovative technology seems to be ignored or<br />
very slowly adapted. Few of major trends of<br />
this conference (TECHNOLOGY FOR<br />
MARKETING 2016) are still in the area of<br />
„talk about“:<br />
- BIG DATA (major rise in 2016)<br />
- SOCIAL CRM<br />
- REAL-TIME-BIDDING / PROGRAMMATIC<br />
MEDIA BUYING<br />
- MARKETING AUTOMATION<br />
Source: Idealisti.eu research Trends in Czech Marketing for 2016
Industry + Media + Customer behavior<br />
change in extreme pace<br />
Media consumption is changing rapidly.<br />
Media houses and owners is changing<br />
rapidly (Hi, Andrej!)<br />
Consumers are bombarded by various ads<br />
and content like never before (creating tons<br />
of youtube crap).<br />
Consumers have powers - with new media -<br />
like never before (haters gonna hate).<br />
Decisions to consider or to buy product of<br />
our competitors is close as a random click<br />
(Alibaba is here).<br />
Pic source: The Marketoonist.com
02<br />
The Consumer Reality
Customers face<br />
explosion of<br />
content<br />
Source: https://zephoria.com/top-15-valuable-facebook-statistics/
300 hours of video<br />
uploaded to YouTube<br />
per minute<br />
Source: http://www.reelseo.com/youtube-300-hours/
4,75 billion<br />
items shared on<br />
Facebook everyday<br />
Source: https://zephoria.com/top-15-valuable-facebook-statistics/
So you are not just<br />
competing for attention<br />
in the ad break any longer…
You are competing with him
…Her
…These<br />
Pew Die Pie:<br />
The YouTube star with the most<br />
subscribers and largest amount<br />
of views.<br />
Founded his fame through<br />
gaming videos filming himself<br />
while playing games.<br />
Stats 01.02.16:<br />
YouTube subscribers: 42.4 million<br />
Views: 11.3 billion
…These too<br />
ViralBrothers<br />
The local YouTube stars with the<br />
leading number of subscribers and<br />
amount of produced videos and views.<br />
Founded their true fame by localizing<br />
sh*t people say.<br />
Stats 01.02.16:<br />
YouTube subscribers: over 2,6 millions<br />
Views: over 475 millions
…AND THEM!<br />
Celebrities aren’t everything.<br />
By far the most activity on<br />
social platforms are just<br />
conversations among friends
Is this…
FOR MY FINITE ATTENTION SPAN<br />
(OF REPORTEDLY LESS THAN 8<br />
SECONDS!)<br />
Attention span statistics<br />
statisticbrain.com
<strong>CONTENT</strong> IS KING,<br />
DISTRIBUTION IS QUEEN,<br />
AND SHE WEARS THE PANTS<br />
Jonathan Perelman,<br />
Buzzfeed
03<br />
Marketer reality
We all know the famous examples<br />
69.4m views<br />
Roller Babies, Evian<br />
(2009)<br />
72.7m views<br />
Epic Splits, Volvo<br />
(2013)<br />
59.8m views<br />
The Force, VW<br />
(2011)<br />
36.5 views<br />
Felix Baumgartner, Red Bull<br />
(2012)
Viewing distribution of branded YouTube videos<br />
But only very few<br />
videos ever deliver<br />
this kind of scale<br />
Source: Mediacom Germany Research: 1500 branded YouTube videos
Too many KPIs to watch?<br />
Too many numbers with<br />
almost no value…<br />
Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/
Many Challanges<br />
There are too many<br />
challanges<br />
Source: PulsePoint research - http://digiday.com/sponsored/pulsepointbcs-industry-pros-take-content-marketing-6-charts/
You are not alone<br />
1. Strategy<br />
Only 27% of B2C<br />
and 35% B2B<br />
Marketers have a<br />
documented<br />
content marketing<br />
strategy.<br />
2. Production 3. Promotion 4. Analytics<br />
Over 50% of<br />
Marketers struggle to<br />
create consistent and<br />
engaging content.<br />
Only 38% Marketers<br />
are effective in using<br />
content marketing.<br />
Under 23% of<br />
Marketers are able<br />
to track ROI.
04<br />
Its not about tools,<br />
Goals matters!
Understanding the Challenge<br />
Identify the Problem<br />
Example questions:<br />
What is the problem to be solved?<br />
What are the challenges in meeting the businesses objectives?<br />
Why don’t consumers connect with the brand, product or service?<br />
How do we create relevance?<br />
Define the Objectives<br />
Examples objectives:<br />
Build trust and a long-term relationships with the target audience.<br />
We want the target audience to engage with the brand or product.<br />
We want to be known for…<br />
We want to provide useful information and answer our clients needs.
Translate Objectives Into KPIs<br />
Connections<br />
Content<br />
Brand<br />
Business<br />
How many people in our target<br />
audience do we want to reach?<br />
How does the content perform<br />
with our target audience?<br />
How does the content change<br />
the attitude towards the brand?<br />
How does the content help to<br />
achieve business results?<br />
Performance KPI<br />
Performance KPI<br />
Impact KPI<br />
Impact KPI
Potential KPIs<br />
Connections Content Brand Business<br />
• Impressions<br />
• Reach group resp. Unique<br />
Users)<br />
• CPM<br />
• Views<br />
• Frequency Clicks to Website<br />
• CTR<br />
• Installations<br />
Inspire<br />
Objective: Positive Awareness<br />
• Cumulative Views<br />
• View Trough Rates<br />
• Video Emotion Score<br />
• Video ShareRank<br />
• Comments Likes/Shares<br />
• Likeability<br />
• Relevance<br />
• Uniqueness<br />
Involve<br />
Objective: Integration<br />
• Fans/Subscribers<br />
• Comments Likes/Shares<br />
• Dwell Time<br />
• UGC/Participants<br />
• Return Rate<br />
• Completion rates<br />
• Level of Involvements<br />
Inform<br />
Objective: Relevance<br />
• Long Tail View Count<br />
• Search Ranking<br />
• CTRs<br />
• Comments Likes/Shares<br />
• Search ranking<br />
• Credibility<br />
• Persuasion<br />
• Branding Impact:<br />
• Buzz<br />
• Brand image<br />
• Brand proposition<br />
• Brand Fit<br />
• Likeability<br />
• Trust<br />
• Identification<br />
• Leads<br />
• Conversions<br />
• Downloads<br />
• Orders<br />
• Customer-Lifetime-Value<br />
• MRR
TOOLS TALENT<br />
Content Engagement Strategy<br />
Content Strategy (based on business goals)<br />
Data/Insights/<br />
Strategy<br />
Content &<br />
Engagement<br />
Paid Distribution<br />
Measurement
Listening<br />
Analyzing<br />
Source Pic: SentiOne dashboard
Pretesting<br />
Source Pic: RealEyes dashboard
Compering<br />
Source Pic: RealEyes dashboard
Ongoing /<br />
Real-Time<br />
Content<br />
Optimization<br />
Source Pic: CommunityPlus – content compare
05<br />
Case Studies
Scene Its LIFE Unseen TV Ad! – Japan<br />
Trailer
Sam Smith<br />
Live From The Roundhouse<br />
KEY OUTCOMES<br />
Live<br />
stream<br />
From Google Play<br />
Into full ad break<br />
on Channel4<br />
1.3m<br />
views<br />
more viewers watched<br />
the live stream than<br />
those who tuned in to<br />
watch Chattyman<br />
102k<br />
album sales<br />
sold within the weekend.<br />
Making it the fastest<br />
selling debut album<br />
of 2014
#takeITeasy<br />
YouTube case: https://youtu.be/3DxuKAiRufg<br />
Sam Smith<br />
Live From The Roundhouse<br />
KEY OUTCOMES
CZE: Its content THEY produce<br />
VIDEO<br />
SEEDING<br />
TRAFFIC and<br />
CONVERSIONS<br />
CLASSICAL<br />
YOUTUBE AD<br />
INFLUENCERS<br />
RECRUITMENT<br />
IDEA and<br />
PRODUCTION
#bodovačka<br />
KEY OUTCOMES<br />
10 UNIQUE<br />
VIDEOS<br />
We have collaborated<br />
with leading local<br />
YouTubers and created<br />
branded and relevant<br />
videos for our target<br />
audience.<br />
860.000<br />
VIEWS<br />
All the videos generated<br />
over 860.000 views<br />
during the campaign and<br />
gain over 1.4 million in<br />
following month.<br />
630.000 UU -<br />
SOCIAL REACH<br />
YouTubers became the<br />
main channel within the<br />
social seeding and<br />
advertising (on Facebook<br />
and Instagram)
#bodovačka<br />
KEY OUTCOMES<br />
45.000<br />
VISITS<br />
YouTuber’s videos<br />
became the main traffic<br />
source, surpassing<br />
(estimated) KPIs by 200<br />
%.<br />
- 40,00 %<br />
LOWER COSTS<br />
Overall average cost per<br />
view per video was lower<br />
then with the classical<br />
trueview brand videos.<br />
> 7,00 %<br />
CONVERSION<br />
RATE<br />
We have gained new<br />
registered users and sold<br />
new simcards with very<br />
high conversion rate
06<br />
MediaCom Beyond<br />
Advertising credentials
MediaCom Beyond<br />
Advertising is the<br />
integrated content<br />
division of MediaCom
500+<br />
staff<br />
42<br />
markets<br />
4<br />
regional<br />
hubs<br />
LATAM<br />
Mexico City<br />
NA<br />
New York<br />
EMEA<br />
London<br />
APAC<br />
Singapore<br />
EMEA<br />
NA<br />
LATAM<br />
APAC
Great content deserves a great audience.<br />
We don’t just create content – we know how to put content to work.<br />
MediaCom Beyond Advertising sits at the heart of<br />
MediaCom – The Content + Connections Agency.<br />
CLICK TO EDIT MASTER TITLE STYLE<br />
Content only achieves its potential when it is designed, managed and integrated<br />
with every other element of a communications system.
Content<br />
Strategy<br />
____<br />
Content<br />
Creation<br />
____<br />
Content<br />
Distribution<br />
____<br />
Connected<br />
Understanding<br />
Connected<br />
Solution<br />
Connected<br />
Execution
Some of our Content<br />
Marketing clients<br />
We work across local,<br />
international and global brands.<br />
Some are small and some are<br />
big. It is across all categories<br />
and involves all sectors.
Our formula how we generate value for our clients is:<br />
( )<br />
Relevant Effective<br />
Advanced<br />
<strong>CONTENT</strong> + CONNECTIONS ×<br />
= Better<br />
DATA&TECH ROI
20I20 Connections Planning<br />
1) STRATEGIC PLANNING<br />
How can our planning approach<br />
accommodate strong creative<br />
outputs
2) <strong>CONTENT</strong> CREATION<br />
A strategic content<br />
framework to help plan<br />
and design the right<br />
content
Inspire Involve Inform<br />
Inspire is the big-ticket hero<br />
content.<br />
The experiential stunt, the hit<br />
YouTube video or the ad funded<br />
TV program designed for widescale<br />
appeal and awareness<br />
and often, but not always,<br />
designed as part of a campaign<br />
launch.<br />
Involve is about then engaging<br />
with the audience.<br />
This is often the smaller scale,<br />
always-on content and could<br />
include<br />
social community management<br />
and competitions. It gives<br />
longevity to<br />
a campaign and is designed to<br />
grow your base of brand<br />
advocates.<br />
Inform is exactly that: how-to<br />
videos, product demos,<br />
stuff that answers consumer<br />
questions or needs. This is<br />
often the next step in your<br />
comms journey: capture your<br />
audience’s attention with<br />
evergreen and inspirational<br />
content, and then make it<br />
relevant to them with content<br />
that is both informative and<br />
useful
3) <strong>CONTENT</strong> DISTRIBUTION<br />
Content must be put to work across<br />
Paid, Owned and Earned<br />
Owned Media<br />
Website<br />
Mobile Site<br />
Blog<br />
Social Media Channels<br />
SEO & Branded Content<br />
drive earned media and<br />
traffic<br />
Gain more exposure to web<br />
properties with paid<br />
promotion<br />
Influencers<br />
Reviews<br />
Digital PR<br />
Earned Media<br />
Paid Media<br />
Pay Per Click<br />
Display Ads<br />
Retargeting<br />
Paid Social Media<br />
Programmatic<br />
‘Shared’ media – likes, shares etc.
THANK YOU!<br />
Obsahová divize<br />
MEDIACOM<br />
The Content + Connection Agency<br />
Nádražní 32, Praha 5, 150 00<br />
www.mediacombeyondadvertising.com<br />
www.mediacom.com<br />
@wearemba | @marek_baco<br />
Marek Bačo |<br />
Head of MBA