What’s eating the content consumer?
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What’s eating the content consumer?
Content is exploding
An Estimated
27,000,000
pieces of Content are shared daily
Consumers are being bombarded by content that’s often….Average at best
Content that uses crude AudienceTargeting
Content with a lack of relevance
Content that doesn’t meet the promise of the juicy headline
Content with limited “info” and poor “graphics”
There’s an increasing danger that if your content doesn’t resonate, it will be
Ignored
Good Content improves paid search
Good Content is essential for SEO
Good Content drives conversionGood content improves
engagementGood content drives visibility
TO DRIVE MEANINGFUL CONNECTIONS
WITH THE RIGHT PEOPLE AT SCALE AT THE RIGHT TIME
AT THE MOST EFFICIENT COST WITH THE RIGHT BUSINESS
OUTCOMES
s c i e n c e
Less about the art of contentand more about the science
Data driven content planning
DIGITAL DATA CONSUMER INTENT
CONTENT STRATEGY
CONTENT STRATEGY
CONSUMER INTENT
CONTENT CREATION
BOE AMPLIFICATION
BOE AMPLIFICATION
CONTENT CREATION
DIGITAL DATA
Data driven content planning
Analytics
EMAILCRM
Mobile
IN STORE
Start with your consumer data
Google is the world’s largest database of
consumer intent
““
Keywords
Questions
GoogleIntentData
FB Social dataFacebook.com/ads/audience_insights
Analytics
EMAILCRM
Mobile
Enrich your understanding
IN STORE
Display & Video
Search
Social
Native &
Content
Public data
Axciom
Converter
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5DATA MANAGEMENTPLATFORM
PERSONALunderstand me
ADAPTIVEadjust to my situation
VALUABLEmake me care
1 2 3
Consumer led content strategy
PERSONALunderstand me
ADAPTIVEadjust to my situation
VALUABLEmake me care
1 2 3Car rental company
Analytics dataLast minute
purchaseSeen as utility
Intent dataMove from Utility
To Experience
Road TripsExplore
Highlights
Analytics dataUseful and engaging
Move up considerationFunnel
What Who
Data led content execution
Social Listening
Statement
SuggestionLocation
Science fuels art - “Workplace Dreamer”
Science fuels art - “Anxious Planner”
At the heart of the Ad-line
Explanation
Get more
Data for personalisationMessage
Audience
Segment1 Segment 2 Segment 3
Personalisation filter
Personalised, dynamic content
performs 42% better
Data for dynamic content decisions
New visitor
Returning visitor
Lead
Hot lead
Sale
Data can even tell us what content will trend when
Amplification
Strategically leveraging tech, time, context and platforms for optimal business outcomes.
Every content amplification decision should be data driven
Greater accountability
inspires greater creative
BETTER DATAONE SOURCE OF
TRUTHREAL–TIMEINSIGHTS
ON-THE-FLYANALYSIS
Start with “owned” amplification
OWNEDBOUGHT EARNED
1. Make content visible to search engines2. Support the entire funnel3. Social media links4. Location specific content5. CRO for the whole site
What content when?
1 32
4 5
CONVERSION
What content when?
6 5 4 3 2 1 Conversion
EXPOSURE TO CONVERSION
BRAND SEARCH
GENERIC SEARCH
NATIVE & CONTENT DISCOVERY
AFFILIATES
DISPLAY PROSPECTING
DISPLAY RETARGETER
DIGITAL DATA CONSUMER INTENT
CONTENT STRATEGY
CONTENT STRATEGY
CONSUMER INTENT
CONTENT CREATION
BOE AMPLIFICATION
BOE AMPLIFICATION
CONTENT CREATION
DIGITAL DATA
Data driven content planning
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