marketing in the flow: content marketing and the attention economy
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 1/27
Marke&ngintheFlow:ContentMarke&ngandtheA5en&onEconomyforPodCampToronto2012–February26,2012
ContentMarke+ngisaboutcrea+nganddistribu+ngrelevantandvaluablecontenttoa5ract,acquire,andengageaclearlydefinedandunderstoodtargetaudiencewith
theobjec+veofdrivingprofitablecustomerac+on.Thissessionwillshareinsightsandexperiencesfromthefront-linesofthisneweraofContentMarke+ng.(Defini+oncourtesyoftheContentMarke+ngIns+tute).
Ques&onsAnsweredWhatiscontentmarke+ngandwhydoesitma5er?Whichtrendsaredrivingthisdiscipline?Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsofcontentmarke+ngtoigniteac+on?
Presenta&onDesignEn&relyInspiredbyZackHollman’samazingtutorial:SlideDesignforDevelopers:
h5p://zachholman.com/posts/slide-design-for-developers/
Font:YanoneKaffeesatzh5p://www.yanone.de/typedesign/kaffeesatz/
Pale5e:OceanFiveonCOLOURloversh5p://www.colourlovers.com/pale5e/1473/Ocean_Five
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 2/27
I’mLeona
- Idointegrateddigitalmarke+ngforalivingatSocialMediaGroupwithanamazing
teamandincredibleclients
- Havebeendoingcontentmarke+nginoneformoranother,throughoutmycareer–
journalismschoolgrad.Thenpublicrela+onsandmarke+ngcommunica+onsclients
insectorsasdiverseasvideogames,healthcaretechnology,foodandnutri+onandtelecommunica+ons.WorkedwithYahoo!inCanadaandtheUS–pr,digital
marke+ngforuserengagementandpartnermarke+ng.WasDirectorof
Communica+onsandMarke+ngTucows,establishedcommunica+onsandmarke+ng
func+onfordigital,socialand24-7customercommunica+on.BeenatSMGforthree
yearsandhavedoneContentMarke+ngprojectsforsomeofNorthAmerica’smost
establishedbrands.
YouguyshereatPodCampTorontoaregengasneakpeaktoday–thispresenta+on
isbasedona2-partwhitepaperseriesonContentMarke+ngIco-authoredwithacoupleofmycolleagues.Iexpectwe’llreleasethosewhitepapersinthenextcouple
ofweeks.Staytunedforthat.
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 3/27
Here’souragendatoday:
Whatiscontentmarke+ngandwhydoesitma5er?
Whichtrendsaredrivingthisdiscipline?
Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsof
contentmarke+ngtoigniteac+on?
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 4/27
Thisdefini+onfromCopyBlogger(h5p://www.copyblogger.com/content-marke+ng/)
–withsomeofmytweaksadded
ContentMarke&ngmeanscrea+ngandfreelysharing(informa&ve,relevant,
awesome)contentasameansofconver+ngprospectsintocustomersandcustomers
intorepeatbuyers.Theprimarygoalistoobtainopt-inpermissiontodelivercontentviaemailorothermediumover+me.Repeatedandregularexposurebuildsa
relevantrela+onshipthatprovidesmul+pleopportuni+esforconversion,ratherthan
a“one-shot”all-or-nothingsalesapproach.
Sothat’swhatContentMarke+ngis---butwhydoesitma5er?Whyshouldwecare?
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 5/27
Conversa+onshappenaroundasocialobject.
Oneofthefirsttopopularizetheideaofsocialobjectsinmarke+ngwasHughMcLeodatGapingVoid.BuildingontheworkdoneonsocialobjectsbyJyriEngeström,founderofJaiku,in2007,Hughwrote:
TheSocialObject,inanutshell,isthereasontwopeoplearetalkingtoeachother,asopposedtotalkingtosomebodyelse.Humanbeingsaresocialanimals.Weliketosocialize.Butif[you]thinkaboutit,thereneedstobeareasonforittohappeninthefirstplace.Thatreason,that“node”inthesocialnetwork,iswhatwecalltheSocialObject.
Weallknowhowcrucialwordofmouthistomarke+ngsuccess.Theonlywayit’sgoingtogetwordofmouthisifthereissomethinginitforthepersontalkingaboutit.
HughMcLeodsays:
Thepersonyouwanttalkingaboutisnotdoingitforthemoney.She’llonlytalkaboutitifitservesasaSocialObject.A“hook”tomovetheconversaIonalong.
Ahookshecanuseitasawaytorelatetoherfellowhumanbeings.
Online,eachuniquepieceofcontentproducedhasthepoten+altobecomeasocialobject—tobethat“node”thatstartsaconversa+on.Youmustkeepthatinmindandunderstandthatasfundamentalinordertodosuccessfulcontentmarke+ng.
h5p://gapingvoid.com/2007/12/31/social-objects-for-beginners/
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 6/27
Image:HughMcLeod,GapingVoid
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 7/27
PeopleLikeFindable,UseableContentthatResonates
Peoplehavetoconsumeyourcontentbeforetheycantransformitintoasocial
object.First,theyhavetofindit,soitmustbeeasilyaccessibleandop+mizedfor
search.Next,itmustbeinausable,sharableformat.Thea5en+onoftheaudienceis
arareandpreciouscommodity.Ifthecontentcan’tbequicklyscanned,understoodorsavedforlater,itisn’tlikelytobeconsumed.
Ul+mately,wewanttheusertofirstconsumeandthenreactwhencontent
resonates.Wewanttocreatecontentthatstrikesachord,somuchsothatthe
consumergivesita“socialgesture”(theequivalentofaFacebookLike,aGoogle1,
oraDiggvote),sharesit,commentsonit,orusesittocreatetheirowncontent.
That’sthethingthatmakescontentmarke+nginteres+ng.Contentresonance(the
likelihoodofcontentto“strikeachord”)variesbytheindividualitneedscontext.
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 8/27
Thisphotomaynotresonatewithyouatall.–
- MaybeyouNevercommutedontheTTCtojobinthispartoftownlikeIdo
Photo:
citydweller•[iPhone4]©2012TahaMuharumaPhotography
Via:h5p://fuckyeahtoronto.tumblr.com/post/1676844343
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 9/27
Youmightlovethis,ornotgetitatall.(Iloveit)
Image:TheKi5enCovers:h5p://theki5encovers.tumblr.com/post/1211492214
5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 10/27
Youmightthinkthisisacutekid.She’smyniece,sothisimageresonateswithmeon
anen+relydifferentlevel.
Photo:
h5p://www.flickr.com/photos/leonahobbs/607404797/in/photostream
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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Wealllikewhatwelike.asindividualsweselec+velyconsumecontent
GIF:
h5p://vintagegal.tumblr.com/post/16712499948/audrey-hepburn-in-sabrina-194
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 12/27
Qualitycontentfindstheuserthroughtheirnetworks.
Usingcontenttoearna5en+onandmarketwillforcemanymarke+ngorganiza+ons
tochangefrom“push”to“pull.”Thecontentmarke+ngopportunityistounderstand
anddefinenewmarke+ngstrategiesandexecu+onsthatcapitalizeonthissignificant
shi.
Massmediamarke+nghasbeenpermanentlydisruptedbythefragmenta+onof
a5en+onbroughtaboutbytheinternetandrelatedtechnologies.Quitesimply,we
don’tconsumecontentwhereweusedto.ContentMarke+ngisaholis+cand
strategicresponsetothisdisrup+on;itistherecogni+onthatthemassmedia
broadcastmethodof“interruptandrepeat”isnottheonlymeansofgeng
consumers’a5en+on.Whenmanagedproperly,ContentMarke+ngcanscaleand
deliverincredibleresults.
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
http://slidepdf.com/reader/full/marketing-in-the-flow-content-marketing-and-the-attention-economy 13/27
Therealityisthathigh-qualitycontentfindsusersthroughtheirnetworks.Thereisfar
toomuchcontentcreatedforanysinglepersontofilter.Wedevelopnetworksof
peoplewetrust,andtheby-productofthisisacollec+vefilteringofcontentdownto
a(more)manageablestream.Coupledwithappsandsocialnetworks,thisfiltering
behavioramountstocontentaggrega+onandcura+on.
Ifyoufailtocreatecontentthatengagesyouraudienceandresonateswiththem,you
willnotevengetoutofthegateintermsofreapingtherewardsofthenetworkeffect
becausenoonewillsharethecontentandconsumethemessage.
Image:
h5p://www.flickr.com/photos/verbeeldingskr8/3638834128/in/photostream/
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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Socialnetworkingisonthego,outofthehouse,andoutoftheoffice.Morecompe++on,variety,power,andaffordabilityindeviceswillfueltheincreaseofubiquitoussocialcompu+ng–meanspeopleconsumecontentconstantly,andarehyper-connectedtotheirsocialnetworks.
:h5p://www.flickr.com/photos/tylersilva/4779673639/
Allowmetohityouwithsomestats:
Socialnetworkingisthemostpopularonlineac+vityworldwide.SocialnetworkingaccountedfornearlyoneineveryfiveminutesspentonlinegloballyinOctober2011,rankingasthemostengagingonlineac+vityworldwide.Socialnetworkingsitesnowreach82%oftheworld’sinternetpopula+onage1andolder,represen+ng1.2billionusersaroundtheglobe.h5p://www.comscore.com/Press_Events/Press_Releases/2011/12/Social_Networking_Leads_as_Top_Online_Ac+vity_Globally
U.S.smartphonepenetra+onisnearlyatthehalfwaymarkasofJanuary,accordingtothelatestNielsendata.The48%ofAmericanadultswithsmartphonesReadmore:h5p://www.mediapost.com/publica+ons/ar+cle/16808/nielsen-smartphone-penetra+on-reaches-48.html#ixzz1nUUdVU3D
Youngeradultsaremorelikelytohavesmartphones.The24-34agegrouphadthehighestpropor+onofsmartphoneownersattwo-thirds.Thatwasfollowedcloselybypeopleages18-24,at62%,andpeople3-44,at8%.Readmore:h5p://www.mediapost.com/publica+ons/ar+cle/16808/nielsen-smartphone-penetra+on-reaches-48.html#ixzz1nUUm6Uam
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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Socialpla}ormintegra+onwithwebsites.We’vebeentalkingtoourclientsabout
websitesservingasdigitalhubsforsocialcontentsince2007–(there’slotsofgreat
contentoutthereaboutthehubandspokemodel),allbrands(organiza+ons,
individualsdonotexistinisola+on–mustintegratetorelevantinasocially
connectedworld-
- Hugestridesmadeinthisspaceoverthepast12months
- AccordingtoGoogle,the1bu5onisnowbeingservedbillion+mesperday;
(impressions)
h5p://techcrunch.com/2011/10/03/google-1-bu5on-served-2-3-billion-+mes-a-day-
or-is-it--billion/
Facebook’ssocialpluginsaremassive,thrutheOpenGraph–allowsfordeep
Integra+onintotheFacebookexperience.Growlas+ngconnec+onswithyourusers.
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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ContentCurators-Build,Visibility,AuthorityandValue–theyarekeytoContentMarke+ng
RohitBhargavadefinesContentCura+onas--Theactoffinding,grouping,organizingorsharingthebestandmostrelevantcontentonaspecificIssue.Ref:h5p://copyclique.tumblr.com/post/1084020862/content-cura+on-what-is-it
Lovethisgreatdiagram–LinkDiscoveryToolsallowusto(1)selectalink(2)Enrichthatlinkwith
content/contextandusingpublishinganddistribu+ontools(3)PostContentcura+onhappensonatopic,theme,narrownicheandattheindividualtaste/preferencelevel.
Howmanyofyouarecrazyforcura+ng?
Howmanyhaveconnec+onsintheirnetworkwhoareavidcurators?
Iamslightlyobsessedwithcura+on–Ihaveworkflowsfrommylaptop,iPadandiPhonetocuratecontent.
Mydiscoverytools- PrimarilyRSS–GoogleReaderFeedly(seriouslyloveFeedly)
Myprimarypublishinganddistribu+ontoolsTwi5er
FacebookTumblrLinkedInWordpressYammer
Image:h5p://www.flickr.com/photos/raphaelle_ridarch/313179773/in/faves-leonahobbs/
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Pinterest–IknowthishasbeenahottopicatPodCampTorontothisyear.Itisahottopicallovertheplace.Contentcura+onismasive,meaningthere’sa
ThisistheoneofthemostpopularPinterestusers–JaneWanghas2.millionfollowers.
h5p://pinterest.com/janew/
1.millionuniqueusersvisitPinterestdailyspending14minutesonthesite(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/) Uniquevisitorsgrew429%fromSeptembertoDecember2011(h5p://mashable.com/2012/01/29/pinterest-retail-infographic)Usersare80%femaleandbetweentheagesof2-4(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/) Only2%ofusershaveearnedabachelorsdegreeorhigherandliveonahouseholdincomeof$2-7K(h5p://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/)
Pinterestreferraltraffictofiveapparelretailersexperienceda389%increasefromJulytoDecember2011(h5p://monetate.com/infographic/is-pinterest-the-next-social-commerce-game-changer/#.TyXMeJ7r8tU.twi5er) Pinterestdrivesmorevisitstothird-partywebsitesthanGoogle,YouTubeandLinkedIncombined(h5p://monetate.com/infographic/is-pinterest-the-next-social-commerce-game-changer/#.TyXMeJ7r8tU.twi5er)
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LikePinterest,Tumblrhadahugeyearin2012,globallythesitesawgrowthfrom10to
90millionmonthlyuniquevisitsfromJune2010toJune2011.Thepla}ormsees
38,000postsperminute,with42%ofthosepostsbeingphotos.Itisafairlyeven
gendersplitbetweenmales(1%)andfemales(49%).Themajorityofusersare
concentratedinthe18-34year-oldagegroup(36%)andamong3-49year-olds
(31%).
Asofthiswri+ng,therewereover17billiontotalpostsonTumblron44millionblogs.
Today,Tumblrusersmade4,449,994posts.
References:
h5p://thereal+mereport.com/2011/11/2/social-networking-stats-tumblr-
grows-900-globally-in-one-year-rltm-scoreboard/
h5p://tumblr.com/about
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5/13/2018 Marketing in the Flow: Content Marketing and the Attention Economy - slidepdf.com
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Check-inonhowwe’redoing.Next,
Howcanbrands,non-profits,governmentsandindividualsusethefundamentalsof
contentmarke+ngtoigniteac+on?
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Marke+ngintheflowoftheuser’sconsump+on.
danahboydsaysitsowellhere,(inapostbyJamesGross):
Makingcontentworkinanetworkederaisgoingtobeaboutlivinginthestreams,
consumingandproducingalongside“customers”—consumingtounderstand,
producingtoberelevant.
Asacontentcreator(orcontentmarketerforyourbrand,product,ororganiza+on)
yournumber1priorityistogetyourcontentintothestream
Wedothatbycrea+ngcontentthatenrichestheuser’ssocialmediaexperience
ratherthanjustblas+ngmessageoutatthem
Ifyourcontentiscompellingandworthyofashare,itwillgetno+cedandliked,
generatecommentsandretweets,itwillhaveearneditswayintopeople’sstreams.
Next,letstakealookatthetac+cstepsyouneedtotakeac+ononContentMarke+ng
Ref:
h5p://jamesgross.com/post/144692329/marke+ng-in-the-flow
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Aneffec+veframeworkforContentMarke+ngincludesconsidera+onsfor:
• Audienceinsights
• Themesandmessages
• Format
• Standards
• Workflows&Approvals• PerformanceTracking
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Developcontentworthsharing
Thinkaboutwhatwillencouragepeopletosharethecontentassetsyou’vecreated
andhowyoucanbuildthoseelementsintoyourasset.GreatContentMarke+ng
needscontentworthsharing.Whenconsideringcontentdevelopment,thinkbroadly
abouttheopportunitytorepurposeexis+ngcontentassets,partnerforsponsoredcontentwithamediaoutlet,andcreatenewassetsfromscratch.Whendoingso,
considerincorpora+ngthefollowingelementsthatencouragesharing:
Humor
Referencesspecifictoyourtargetcommunity
Open-endedorintriguingelementsthatencourageuserstoseekfurther
informa+on
Opportunityforpar+cipa+on
Nostalgia
Source:HenryJenkins,XiaochangLi,AnaDombKrauskopf&JoshuaGreen.IfIt
Doesn’tSpreadIt’sDead,2009.
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It’snotjustaboutthemessageofthecontentitself;content format playsalargeroleinmessagedeliveryandhowcustomersretainthemessage.Asdiscussedabove,socialnetworkshavechangedhowmanypeopleconsumecontent,andresultedindecreasedusera5en+onspansduetothechoicestheyhaveandthebarrageofinforma+ontheyarefiltering.
Op+mizingforthesocialwebensuresassetsareforma5edanddeliveredinawaythatresonateswith
socialnetworkusers.
Itreflectsknowledgeofthetargetaudience–whotheyare,wheretheycongregate,whatthey’retalkingaboutandwhatma5erstothem.Ithasvaluefortheuser–couldbeinforma+on,entertainment,orareflec+onofself.Itisdesignedtoearntheaudience’sa5en+on.Considertheaudience,theira5en+onspanandthetopic.Formatisop&malforsocialsharing–YouTubevideosspreadwellbecausethey’reeasilyembedded,andcanbetracedbacktotheiroriginalsource.Videos,photosandillustra+onsareoenmorecompellingthantextalone.Theusercantrackbacktothebrand–whilecontentshouldn’tbesales-focusedortooheavilybranded,engagedusersshouldbeabletoeasilytracebackcontenttoacompanysourceandwebsite.Thisprocessshouldeasilyallowtheusertoengagemoredeeplyandul+matelyconvert.Itisabletobeviewedinmul&pleplaorms–createcontentthatcanbeconsumedinmul+plebrowsersandmobiledevices/pla}orms.Itreachesuserswhentheyareonline–useanaly+cstounderstandpeakdaysand+mestodistributecontent.Tracksitevisits,conversionsand+mecontentlaunchesaccordingly.Itiseasytofindandeasytoshare–ifit’s+meconsumingortedioustogettoorsharecontent,manywon’tbother.Itissettobesyndicatedtomul&plesources–publishingandpromo+ngcontenttomul+pleproper+esandintegra+ngitintoothermarke+ngac+vi+esincreasesthechancethatitwillbeconsumedbytheaudienceswhoma5er.Thebrandencouragessharing–ac+velypromotesharingaspartofyourrela+onshipwiththeconsumer.
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ContentMarke&ngWorkflow
Eachchunkofthisworkflowisgoingtohaveitsownprocesses,documenta+onandbestprac+ces.Acollabora+onpla}ormlikeawikimakesallthedifferencefortrackingitera+onsandkeepingthemanymovingpartsorganized.
Breakingdownthechunksofworkflow:Create –Develop(orsource)contentthatdeliversvaluetotheaudiencebybreakingdowncomplexideasintomul+plesmallerideas.Laserinontheseimportantideasandcreate,repurpose,oraggregateassetstocommunicatetheseideas.Editlongerformsoftext(e.g.,reports,ar+cles,documenta+on)intoformatsthatareeasytofind,consumeandshare.Invitedialoguewithanappropriateamountofbranding.Consistently,SocialMediaGrouphasfoundthattheuseofabrandedlogoinadthumbnailsforpaidsponsoredplacementsreducesassetperformancebyabouthalf.Approve –Marke+ng,brand,andlegal,compliance—howmanyteammembersneedtoreviewandapprovecontentbeforeitisreleased?Cutdownon+mespentinapprovalsbyusingthecollabora+onpla}ormtosystemizeanddocument.Crucially,educateyourapprovers.Theyhavebeencondi+onedformassmediaandthetendencywillbeto“makethelogobigger”andover-brandcontentmarke+ngassets.Thiskillsperformance.Educateearlyandsell-throughsuccess.Syndicate–Placecontentinrelevant,targetedsocialwebenvironments,suchascompany
webpages,allowingforpointsofdeeperengagementwiththebrand.Thisisapointforintegra+on–cananassetdevelopedforacampaignbeusedelsewhere?Howcanemployeeshelppromoteassetswithintheirownnetworks?Measure–Establishacon+nualcycletoreviewdataandobtaininsightsthatcanbeappliedinsubsequentcontentcrea+onandsyndica+onac+vi+es.
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Youcanhavethebestcontentintheworld,butnoContentMarke+ngstrategyiscompletewithoutconsideringmeasurement.Measurementisanintegralpartofdemonstra+ngbusinessvalueasContentMarke+ngcampaignsaredevelopedandlaunched.Itisimportanttonotsimplymonitorthemetricsthatareeasiesttocount,butinsteadestablishmetricsthatare+ghtlyalignedandtrackedbacktobusiness
goals.
AndrewHannellyattheblogEngageproposesthattherearereallyonlyfivekeyques+onsthatContentMarke+ngmetricsneedtoanswer.Howmanypeopledidwereach?Howmanyofthosepeopleengagedwithus?Howdidtheirpercep+onchangeofus?Howmanyendedupspendingwithus?Howefficientwasit?
Therearehundredsofmetricsthatcouldbeusedtohelpanswertheseques+ons.Thecrucialthingisthatweconsidermeasurementfromtheoutset,alignContent
Marke+ngtoobjectsand…haveablastwhiledoingit!
Ref:hLp://engage.tmgcustommedia.com/2011/06/the-only-5-content-markeIng-metrics-that-maLer/ hLp://www.smarInsights.com/digital-markeIng-strategy-alerts/measuring-content-markeIng-kpis/
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