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Strategic Approach How to succeed with content marketing
We all know the famous examples
69.4m views
72.7m views
59.8m views
36.5 views
Roller Babies, Evian
Epic Splits, Volvo
The Force, VW
Felix Baumgartner, Red Bull
(2009)
(2013)
(2011)
(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
We believe that everything is connected
Content is the fuel for high-performing communication systems
Beetle Shark Cage – Discovery Shark Week
CONTENT IS KING, DISTRIBUTION IS QUEEN.AND SHE WEARS THE PANTS
Jonathan Perelman, Buzzfeed
Ourapproach to Content Strategy is driven by a belief in five things
1. As soon as we become ‘content creators’ we’re asking consumers to choose our content above everything else that is vying for their attention
2. Different content will serve different consumer needs: not everything is about the next ‘viral sensation’
3. Brands should be able to deliver and serve content in a real time mode
4. Content can be anything, but needs to be designed with the connection in mind
5. A great idea deserves a great audience
Our typical tools ____
Events & Brand Partnerships ____
Branded Content ____
Media Partnerships ____
Sport Marketing ____
Social Media ____
Mobile Marketing ____
SEO ____
Creative & Tech ____
Digital Investment & Paid Social ____
Branded Content Planning
Content
Connections
Results
Attraction Retention Engagement Impact
Syndication Optimisation Sharing
Awareness Preference Intent Sales
Branded Content Planning
3x higher view to end
8x
20x
click through rate
conversion to social actions
A strategic content framework to help plan and design the right content
Inspire Inspire is the big-ticket hero content.
The experiential stunt, the hit YouTube video or the ad funded telly programme designed for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch.
Inform 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.
Involve 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.
INSPIRE
INFORM
REACH
The different I’s have different lifecycles
TIME
INVOLVE
Content distribution framework Role of Content (3  I’s)
To break through the clutter planning is crucial
Assess the quality of your content
Inform/Involve Content
Distribution Planning
Assess how likely your audience are to pass your message on
The 3 I’s framework
Inspire
Inform
Involve
What is it?
Story telling Differentiating High reach
Informative Evergreen On Product
Consistent Engaging High Frequency
What consumer mind-set?
User ‘grazing” time
Active Search
Appointment to View Deep Diving
Awareness
Consideration
Advocacy
Cumulative Views Reach Liking
Long Tail View Count Search Ranking
View Through Rates Subscribers
Primary objective
KPI’s
01
02
03
04
05
Branded Content is a meaningless label to consumers. Either your content is good or you are irrelevant
Brands should not only prepare for becoming publishers but publishing houses with multiple publications
Real Time should be taken as literal as it can. We will need to serve the consumer with the right content LIVE
Content marketing will claim the streets. OOH media is digitalising and smartphone presentation is exploding enabling the consumer to engage and interact everywhere
Owned assets will become key. Digital environments, loyalty clubs and publications will thrive on a content based model delivering against KPI’s normally served by ATL campaigns