01/01/22 Copyright © Econsultancy Content Marketing – 5 Essential Findings From Our Research Stefan Tornquist VP Research @MarketingStef an
Content Marketing - Five findings from Econsultancy's research
Sep 13, 2014
A quick look at some of our recent research and experience in content marketing. No notes but I think it's fairly self explanatory.
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7 April 2023 Copyright © Econsultancy
Content Marketing – 5 Essential Findings From Our Research
Stefan Tornquist
VP Research
@MarketingStefan
#1 Not going away
7 April 2023 2
7 April 2023 3Source: Econsultancy, 2014
ConsumerBrands
42%
34%
4%
20%
Glo
bal
1,0
00 –
Co
nsu
mer
Bra
nd
s
Little has changed
Under pressure and vulnerable(Followers)
Adapting to new challenges(Mainstream)
Changing their sectors(Leaders)
Content really is replacing [some] paid media
7 April 2023 4
0%
30%
60%
90% 78% 74% 80%74% 65%77%
51% 48%63%
Leaders Mainstream Followers
Source: Econsultancy, 2014
#2 Think like a CFO
7 April 2023 5
7 April 2023 6
Only…30% look at conversion rates
30% at reduced support costs
25% at retention
12% higher order value
Making the case…
• Give it six months
• Establish internal benchmarks & draw connections between easy to get metrics and deeper ones
• Measure anything you want, but report behaviors
• Report short and quarterly7 April 2023 7
#3 Think program
7 April 2023 8
The 70: 20: 10 Rule at the BBC
70% of content70% of content20% of content
10% of content
Routine content management (no development needed)
majormajor minorminorSpecial projects
Development
Our own experience…
Launch/tweet/webinar in 30 days…
7 April 2023 10
Month 1 Month 2 Month 3 Month 4
Survey launch
Blog post #1: research aims
Report launchPress outreachSocial Site pageBlog post #2:
Webinar/Hangout with Econsultancy
Blog post #3:
Page on siteLinksBlog post on main findings
Our own experience…
Launch/tweet/webinar in 30 days or…
7 April 2023 11
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Survey launch
Blog post #1: research aims
Report launchPress outreachSocial Site pageBlog post #2:
Blog post #4Webinar/Hangout with Econsultancy
Blog post #3: Event with Econsultancy
Page on siteLinksBlog post on main findings
Interviews w/author
Blog posts on sub-cuts of data
Infographic on new slices
Posts on verticals
#4 Even more tech
7 April 2023 12
7 April 2023 13
… needs the ability to select
page templates …
… without having to wait for input from any other Skype team
… flexibly fill these templates with
components and sub-components …
… and then fill those
sub/components with content
Targets
Success metrics
Content distribution
Content review & optimisation
Content production
Skype defines what they need in a CMS…
Targets
Success metrics
Content production
Content distribution
Content Review & Optimisation
Moving from a page-based content model to content objects …
… that can be rendered in different ways in different contexts, and on different pages
… and can have their effectiveness measured and optimised as a content object rather that a part of several different pages
Content review & optimisation
Skype defines what they need in a CMS…
Content Distribution
Rules-based, dynamic rendering of content (for different devices and locations) would make content distribution much more efficient and scalable
Targets
Success metrics
Content production
Content review & optimisation
Content distribution
Skype defines what they need in a CMS…
#5 White papers won’t cut it
7 April 2023 17
We’re all becoming “Millennials” in our media habits
7 April 2023 18
Consumes bites not meals
Most casual content via mobile device
Media life dominated by images, not words
7 April 2023 19
Short is good (<250 words)
Medium is bad (~250-1,000 words)
Long is good (>1,000 words)
Why bother?
(because a commitment to content and digital makes companies more money than their competitors)
7 April 2023 20
Burberry’s 2006 Vision
7 April 2023 21
“ The vision was to be the FIRST company who is FULLY DIGITAL…to build a SOCIAL enterprise.
Former Burberry CEO A. Ahrendts
Aggressive digital investment
7 April 2023 22
MOBILE
SOCIAL
PHYSICAL
Burberry: Anyway, Anywhere
7 April 2023 23
Content-first, integrated strategy = money
7 April 2023 24
CAGR 00-11: +4%
CAGR 00-11: +14%
7 April 2023
Thank You!
25
Stefan Tornquist
VP, research US
Econsultancy
@marketingStefan
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