brightedge share15 - 20: content performance marketing: blueprint - michael kahn

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Content Performance Marketing

Building A Blueprint For Success

Sept. 2015

Michael Kahn

CEO, Performics Worldwide

[email protected]

@performics

mailto:[email protected]

@brightedge #share15

Michael KahnCEO, Performics Worldwide

A Global Performance Marketing Agency

Motivate

Participation

Drive

Performance

Optimize for

Action

Practical Takeaways


Unrelenting need to satiate content hunger

via relevancy

Content relevancy &

consumability now crucial to SEO success

Content as the connective

tissue in marketing ecosystem

Understanding intent key to

content creation &

optimization



The Content Marketing Explosion &

Marketer Challenges


Consumers Hunger for Content, but Many Marketers Don’t Deliver

• 70% want to learn about

products through content,

rather than ads

• 27M+ pieces of content

shared online each day

• Earned content influences

purchase decisions for

55%

Inc. 2014; WebDAM Solutions, NewsCred, 2014; Econsultancy 2014;

• 44% of marketers are challenged

in producing enough content

• 24% can’t get audiences to

engage with their content

• 65% don’t have a formal content

strategy

• 60% of marketers think their

content isn’t optimized

Eloqua (Feb. 2014), n. 250; Content Marketing Institute (2015) n.5000 (N. Amer.B2C)

but ...


Marketers also Struggle to Measure Content ROI

• Only 24% of marketers

rate their company’s ability

to measure ROI from content

marketing as “good”– Falls well below email,

paid search & display

Econsultancy (2014), n.217, global

WE SEE MARKETING LEADERS REINING IN A

PORTION OF THEIR CONTENT MARKETING

SPENDING UNTIL THEY CAN RELIABLY

MEASURE ITS PERFORMANCE, POINT TO

BUSINESS IMPACT, AND ACHIEVE THE SCALE

AND CONTROL CURRENTLY AFFORDED BY

PAID MEDIA. (Gartner)


Time for a Change in Mindset!

• In regard to effect on top-level

growth (revenue, share &

conversions), Content Marketing

ranks #5 in value to CMOs



The Performance Content Imperative


From SEO to Performance Content

• No matter the algorithm update—Panda, Penguin,

Mobilegeddon—Google now favors content that’s:

1. Highly valuable to users

2. Structured in a consumable way (especially

on mobile)

• The era of relevant content in organic search is

here to stay

• Winning requires a change in mindset—from SEO

to Performance Content

Performance

Content

Creating & optimizing

effective, actionable

content in pursuit of

our brand ROI goals


Content as Connective Tissue: Future of Performance

Keywords to Content

P to POE

Pull to Predictive

Mass to Moment

Share to Sales

Universal

Discoverability

Portfolio

Management

Enabled

Commerce

POE

Cohesiveness



Creating & Measuring Performance Content


Understanding Intent Fuels Content Creation &

Optimization

Serves intent Stimulates intent

Search Social

Intent is the largest marketing variable. It shapes

how people discover content, dictates paths to

purchase & mediates meaningful interactions with

brands regardless of media type

Uncovering Intent Thru Data & Analytics

Searches for store increase by 33%

Average online sale $45

Find her where she’s active

Fall campaign ads drive 9 million impressions

Women aged 19-29 value price over brand

1,209 active SKUs on display

Recent searches

Coupon websiteLeather jacket customer review Top fall trends for 2014


• Primary research

• Brandwatch

• SocialTools

• Benchtools

• eMarketer

• Forrester Research

Initial Intent

Hypothesis

Planning & Insights

Refined Intent

Hypothesis

Analytics +

Planning & Insights

Testing, Learning,

Scaling

Analytics

Ou

tpu

tsS

ou

rce

s o

f

Da

ta

• Glance

• Google Analytics

• CRM Data

• YouTube Analytics

• Bluekai

• Axiom

• Client Brief

• Draft KPIs

• Tech & Data Audit

• Content Audit

• Digital Maturity Plan

• CX Loop

• Audience Segmentation

• Learning Agenda

• Organizing Idea

• Brand Experience Map

• Performance Strategy, Activation & Optimization

Intent-based Planning Methodology


Performance Content Creation Process

Aligned to AudiencesCustomize & target messaging

& experience to intent

Quantitative OptimizationTesting methodologies to determine winning messages & experiences for

each audience

SearchSocial

DisplayFirst & Third Party Data

Insights

Text

Image

Video

Content Matching/CreationEngine

Brand Assets


Performance Content ROI Measurement Process

AllocateAttributeScore

Analyze

Analyze Content KPIs (Engagement, Leads, Sales)

Score

Score & Weight Content Contribution to KPIs

Attribute

Attribute Content Value across Entire Path-to-Purchase

Allocate

Allocate Resources/Budget Based on Value of

Each Content Touchpoint on Top-Line Growth

(Conversions!)

Analyze



Success Stories


From Intent, to Content, to Conversion

$1M Incremental Revenue

Content optimization

based on intent

insight from consumer

engagement data reduced

page abandonment

+11% Category Revenue

Increase

Inspiring earned content

(with valuable social signals to search)

boosted category-related keyword

organic rank by 43%, driving

incremental conversions

$10M in Paid Search Value

Reallocated paid spend by

focusing on improving organic

visibility for most expensive

paid keywords

Practical Takeaways


Unrelenting need to satiate content hunger

via relevancy

Content relevancy &

consumability now crucial to SEO success

Content as the connective

tissue in marketing ecosystem

Understanding intent key to

content creation &

optimization



Thank You!

Michael Kahn

[email protected]

@performics