Are you content with the outcome of your content marketing?
Talk of the town 2
Content marketing is a way to humanise a brand Our north star, our key attribute for the brand, was going to be about improving familiarity
1 Relevant content for the target Brands need to ensure that their content meet the need of their target group. Is it informative, inspiring, engaging, likeable. And what about shareability? Continuous mapping of the target group and its interest to ensure that my content stays relevant. 3
3
Target Group Index (Orvesto)
O Ringen Dalhalla Öl & Whiskymässa Allsång på Skansen Liseberg Vasamuseet
O Ringen Dalhalla Öl & Whiskymässa Allsång på Skansen Liseberg Vasamuseet Ladies Night Gekås Ullared Junibacken Allsång på Skansen Melodifestivalen Kolmården
Vi behöver inte känna målgruppen bara för att vi tror att vi känner den
Lägger mer tid på barnens fritidsintressen än på mina egna Jag shoppar ofta för att må bättre Jag vill följa modet Jag söker ofta nyheter I butiker Jag vill snabbt få veta om nya produkter & Tjänster Jag söker varumärken som speglar vem jag är Gruppträning Semestra utomlands Vidareutbildning
Känns viktig Medlem
Känns viktig
Ears to the ground
2 Make the connections In the new digital ecosystem platforms and channels continue to evolve and to fulfil different consumer needs Continuous mapping of the target groups use of different media and each medias role in their life. What are the technology triggers and how do they affect the brand. 3
Sociala Nätverk Internet Mobil Morgontidning Gratis Morgontidning I-Net Via Surfpl Kvällstidning Internet Dator Tidskrift Direktreklam Webklipp Netflix Sveriges Radio Play tjänster Övr, Tv-Kanaler Svt:S Kanaler Podcast Reklamradio 19
Viral spridning / Mat
Connected life Digital Segmentering
Multi-device capability must be built into any brand strategy Moderate time spent on devices implies that delivery of messaging and content via traditional channels should still be core in reaching Swedish consumers, but brands targeting younger users should employ mobile-centric campaign strategies. Look for opportunities to target consumers at specific day parts via specific channels. online can be used throughout the day as either the lead channel, or as support. Online video should also be incorporated into the media mix, given that parts of the Swedish market have already shifted video viewing online. 3
3 Content with the content? Lets evaluate Evaluation of the content marketing effort can be done in a number of different ways 3
Content marketing OR content in marketing mix (or owner of content) Different scope/perspective in evaluation PR TV DR PR CONTENT MOBILE SEARCH TV DR PRINT TV WEB CAMPAIGN SITE MEDIA EVENT ACTIVITY WEBB CONTENT PRINT CONTENT WEB BANNER/ DISPLAY HOME EVENT ACTIVITY WEBB TV Fokus; övergripande (allmänhet/målgrupp) Fokus; mediet läsare, besökare, tittare, lyssnare 25
Evaluation Measure the qualitative effect of the content usage. Does the activity give the desired effect (behavioral change) Familiarity Liking Informed Inspired Engaged HARMONY WITH BRAND EFFECT EFFICIENCY Measure the audience Quantitative aspect (readers/ viewers, visitors)(gross»net) Qualitative aspect - liking/interaction 26
Observation Separate efficiency and effect Added knowledge Investment Reach: Recommendation (brand, P&S) Change in impression Stronger impression Increased loyalty Have bought Visitors Readers Increased liking Have done Viewers Interest Participation Registration Positive WoM activity New target group Purchase intent Increased consideration/ preference Interaction (likes..) Intention to do Efficiency (Behavior) Effect
Observation Example GE evaluation Added knowledge areas GE Reach: Visitors Readers Viewers Interest IMPROVMENT FAMILIARITY Change in impression GE Stronger impression GE Increased loyalty GE Increase preference GE Participation Registration Efficiency (Behavior) Effect
Secure Content in harmony with brand example 1
Secure Content in harmony with brand example 1
Secure Content in harmony with brand example 2 HARMONY WITH BRAND? Ice hockey: High reach Strong passion = EFFICIENCY ADJUST CONTENT ACCORDING TO BRAND 31
Secure Content in harmony with brand example 3
Example evaluation content owner EFFICIENCY HARMONY WITH BRAND EFFECT
Analouge audience I Orvesto Konsument mäts 26 titlar som faller inom ramen för content marketing 4.201.000 individer läser minst en av dessa 7.801.000 läsarkontakter
Digital audience 18 000 panellister följs i realtid och deras internetbeteende via dator, mobil och appar kartläggs
Digital audience Data på målgruppsnivå integreras med data gällande all övrig mediekonsumtion
Classical evaluation of audiences perception of content Informative Inspiring Engaging Or whatever attribute which is perceived as the main driver
Om det är viktigt för Lärarnas Tidning att få folk att diskutera innehållet - så gör någon något rätt 67 % högre betyg än snittet av 220 svenska tidskrifter
Om det är viktigt för Friskispressen att förknippa varumärket med inspiration - så gör någon något rätt 37 % högre betyg än snittet av 220 svenska tidskrifter
Om utfallet på tidningens annonser är viktiga för Stadium - så gör någon något rätt 138 158 145 175 Annonserna ger bra information Annonserna inspirerar mig Jag tycker om att läsa annonserna Jag handlar ofta saker som jag sett annonserats INDEX
In Summary To Measure Content BEFORE AFTER HARMONY EFFICIENCY EFFECT Brand position in harmony with content? How does desired position translate into target group needs? What KPI do we need to change to ensure the content strengthens future postion Measure audience of content Measure desired KPI changes Measure Brand fit Measure Future brand position