content marketing - planning, publishing & measuring
DESCRIPTION
"Content Marketing is one of 2014's hottest marketing phrases. Learn what it is and what its role is in travel and tourism. Learn how to produce viral content that deeply engages consumers in step-by-step, from planning through execution.TRANSCRIPT
CONTENT MARKETINGPlanning, Publishing & Measuring
An Educational Presentation
Your Presenter:
Ryan Thompson Chief Executive Officer + Partner, Aria
!
[email protected]!@ryanathompson
Red Bull
• Free events
• Mixed Media
#ShipMyPants!Campaign
Audience Awareness Engagement ROI12,000,000
views / 10 days !
21,000,000 views to date
963,434 Shares !
One post: 39,000 Likes
20,000 Shares
Media value: $3,800,000
!
(More than a Super Bowl Ad)
Younger than prior efforts
!
18-44 demographic
Introduction
“ – 2014
Content will continue to reign as king.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
CONTENT MARKETING DEFINED
Content Marketing Institute
Educational, Entertaining, Valuable, Exclusive, Endearing, Non-sales
CONTENT MARKETING IS
CONTENT MARKETING IS STORYTELLING
+ PROMOTION
The Brand with the Best Story Wins
SO STORY ISABSOLUTELY!INCREDIBLY!IMPORTANT?
LET’S BE HONEST WITH OURSELVES!CONSUMERS ARE IN CONTROL AND THEIR CONTROL IS INCREASING!
LET’S BE HONEST WITH OURSELVES!MOST CONSUMERS DON’T WANT TO SEE OUR ADVERTISING!
LET’S BE HONEST WITH OURSELVES!TRAVELERS TRUST REVIEWS FROM COMPLETE STRANGERS MORE THAN BRAND ADVERTISING!
“– 2014
Millennials are driving meteoric demand for new travel content
“– 2013 Demand Metrics
78% of CMOs see custom content as the future of marketing
“– 2014
Content Marketing delivers 54% more leads than traditional efforts
Washington, D.C. (August 25, 2014) — As of Monday, August 25, The ALS Association has received $79.7 million in donations compared to $2.5 million during the same time period last year (July 29 to August 25). !
These donations have come from existing donors and 1.7 million new donors to The Association.
2013
2014
$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000
“ Television advertising won’t be replaced any time soon, but an increasing amount of many brands’ marketing resources are going toward alternative Internet-based videos, which will never make it past the computer screen.
“As they push the boundaries of the Internet video format ever further they are becoming entertainment in their own right.
Content delivered socially will continue to outpace other forms
THIS IS THE NEW NORMAL
Planning & Publishing
PEOPLE [WRONGLY] CALL CONTENT MARKETING BRAND JOURNALISM
IT IS BRAND PUBLISHING
AND IT STARTS WITH BRAND
MATCH YOUR BRAND TO CURRENT & PROSPECTIVE
AUDIENCES
BUILD YOUR CALENDAR AND RUN IT LIKE A
MAGAZINE
CREATE!BUT ALSO CURATE
WITH STORY DONE, !THINK ABOUT CHANNELS
`
THIS IS THE MISSION AND ITS A LONG ONE
OLD DAYS: PUMP ALL
DOLLARS INTO PAID MEDIA
TODAY: !FOCUS ON
CONTENT AND ELEVATE WITH
MEDIA
Measuring
THIS IS A MARATHON
NOT A SPRINT
Define your objectives
We think they should be: 1) Awareness!
2) Engagement!3) Conversion
Objective:!Awareness{ ‣ Website traffic volume
‣ Website traffic referrals ‣ Inbound links from third-parties ‣ Inbound search volume ‣ Email subscriber database growth ‣ Social friends, followers, fan volume ‣ Social share of voice / Influence ‣ Earned media coverage
Objective:!Engagement{ ‣ Website time on site
‣ Website repeat visits ‣ Website bounce rate ‣ Social friends engagement ‣ Social sharing ‣ Recommendations ‣ Reviews ‣ Email opens / clicks
Objective:!Conversion { ‣ Ecommerce Sale
‣ Website inquiries ‣ Third-party hotel booking ‣ Visitor guide download ‣ Website goal conversions ‣ Contest entries
Take Action
TAKE ACTION
Your value proposition must simply answer two questions: Why do I exist and what difference does it make to my audience’s life? This must be the beginning of your effort because without it, you could be improperly positioned. Its ok to be aspirational but be sure you are realistic enough to fulfill those aspirations.
!
KNOW THYSELF.1
TAKE ACTION
Content must never be the afterthought in marketing. Following your value proposition, define the messaging and topics that are relevant to your initiatives.
!
TAKE A CONTENT FIRST APPROACH2
TAKE ACTION
We’ve all heard debates about “the greatest story ever told”. The best stories do in fact have a beginning, middle and end. Your job must be to frame compelling stories within the realm of your campaigns.
!
TELL STORIES3
TAKE ACTION
Unlike classic storytelling, modern brand stories delivered digitally will not (and should not) be fully within our control. Our audience interaction will take the story to new, different and perhaps unimagined places. We must accept this reality if we accept that 2-way interaction is important.
!
ACCEPT AUDIENCE CONTROL4
TAKE ACTION
Paid Media is simple one of a number of distribution channels for our content stories. Concept your campaign, get the story right and then determine how to distribute it.
!
MEDIA SUPPORTS THE CONTENT. PERIOD.5
5,000,000 impressions for $5,000! What a deal, right? The reality is that impressions alone are as worthless as the junk mail in your mailbox. Impressions are not a signal of positive ROI. Meaningful engagement metrics are monumentally more important.
DEMAND MEANINGFUL OBJECTIVE-BASED REPORTING!6
TAKE ACTION
GiveawayAccording to marketing experts, when was the first piece of content marketing published by a brand?
In 1895, John Deere began publishing The Furrow
GiveawayToday (8/27/2014), Instagram released another game changer called _______?
Disruption: Destination Marketing in the Post-Advertising Age by Aria Founder & CEO, Ryan Thompson
DisruptionBook.com
Q&Awt
ariaagency.com @ariaagency
Aria is an award winning Dallas-based independent full service agency with more than a decade in destination, real estate and economic development marketing
An Educational Presentation
Music!!
Daft Punk - Tron Legacy - Overture Daft Punk - Tron Legacy Reconfigured - The Son of Flynn
Daft Punk - Tron Legacy Reconfigured - End Titles !
Photography & Video!!
Flickr.com Wikipedia Commons
Pond5.com FastCompany.com
!!!
Aria, the Aria logo, and all design elements are the servicemarks, trademarks, or registered trademarks owned by AriaMedia Corporation. All other servicemarks and trademarks are the property of their respective owner.
!Copyright © 2014 AriaMedia Corporation. All rights reserved.
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