Role of Content Marketing for the biggest brands

03.01.AGENDA

THE ROLE OF CONTENT MARKETING FOR THE BIGGEST BRANDS

CONTEXT INSPIRATION

02.CONTENTWITHIN COMMS

PART OF GROUPM, THE MEDIA INVESTMENT MANAGEMENT ARM FOR WPP

BRANDS ARE FIGHTING FOR ATTENTION IN A

FLOODOF CONTENT

IN THE MINUTE IT TAKES TO PRESENT THIS SLIDE

7mFacebook

messages sent

194,000apps downloaded by

Apple users

350,000tweets sent

400hours of video

uploaded to YouTube

2.4mGoogle searches

carried out

50,000 photos uploaded to

Instragram

5.6m video views on

Facebook

CONSUMERS ARE AVOIDING OR BLOCKING MANY BRAND MESSAGES

TOO MANY BRANDS “FILL THE PIPES” WITH IRRELEVANT OR PLAIN BAD CONTENT

CONTROL

BINGE-VIEWINGBinge Viewing

03.01.

AGENDACONTENT MARKETING SEMINAR

CONTEXT INSPIRATION

02.CONTENTWITHIN COMMS

10

E Realizing the value created by your communities.

S Establish key partners to execute.

Leveraging touch points to deliver the right messages at the right time. P

Using owned platforms to establish your brand’s spaces to play. O

11

LINKING CONTENT RECOMMENDATIONS TO BUSINESS AND COMMS TASKS ON THE PURCHASE JOURNEY

“We create content that measurably improves your brand’s performance.

DISTRIBUTEDISCOVER DEVELOPDESIGN

EARNED

PAID

OWNED

BRANDEDUNBRANDED

PASSIVE

ACTIVE

NATIVEADVERTISING

BRANDEDCONTENT

CONTENTBRANDS

CUSTOMEXPERIENCES

Tact

ical

Stra

tegi

c

Source: Andrew Davis and a few tweaks from me

CONTENT QUADRANTS

Developing an ROI / ROO Framework• Linking Framework to Communication Tasks and

Objectives• Setting SMART Objectives

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03.01.

AGENDACONTENT MARKETING SEMINAR

CONTEXT INSPIRATION

02.CONTENTWITHIN COMMS

5 Key Takeaways1. Define the role of content within your communication

strategy

2. Insight driven content strategy

3. Link your content solutions to the purchase pathway challenges the brand faces

4. Consider all formats & content creation solutions

5. Personalise, optimise, measure and course correct

DEAD CALM KILLS BRANDS

GREAT CONTENT MAKES WAVES