For more on this topic go to: http://disruptivemarketer.net
How can content marketing, when used in a disruptive manner, help build more word of mouth for your company? How is B2B tech using content marketing tactics to build new avenues of awareness? How does your company use search and social data to plan and measure your content marketing and lead generation activities?
Presented at Brand Innovators Content Marketing Seattle by Geoffrey Colon, Group Product Marketing Manager of Emerging Media at Microsoft
Follow Geoff on Twitter http://twitter.com/djgeoffe
#BISummit #BingAds #Bing #ContentMarketing
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Disruptive Content Marketing, Disciplined Results
1. Disruptive Content Marketing, Disciplined Results
BRAND INNOVATORS SUMMIT
Seattle, Washington
Geoffrey Colon, Group Product Marketing Manager - @djgeoffe
Microsoft
2. Contents
• Think Like an Editor, Not a Marketer
• Part I: Disruptive
• The Question
• The Theme
• The Objectives
• What is the Science of Your Customer?
• Why Do People Like the Color of Artificially Flavored Junk Food?
• What is the Most Disruptive Content Marketing?
• Studying Cognitive Emotional Response in Communications
• Part II: Disciplined
• The 4 Factors of Disciplined Content Marketing
• Real Time Context is Important
• The KPIs of Content Marketing
• Key Area Lifts from Content Marketing
• Best Practices
• Part III: Case Study
3. In an ever fragmenting media world, the question to ask yourself in the
transforming world of media and marketing is:
“How Do I Become Part of a Customer’s Day, Every Day?”
Think less like a marketer, more like an Entertainer, Educator or Editor
5. The Question
What do we
mean by
disruptive
marketing?
• Not necessarily harmful to other businesses
• Disrupting how you internally think and execute marketing for your organization
• Marketing is still treated as either 100% art or 100% science
• Disruptive marketing approaches the problem using a 50/50 approach to
providing a solution
• Right brain equally powerful as the left brain
• Analytics Drives Creative Solutions
• Creative Solutions Drives Metrics
• Metrics Determine Success, Pivots, Perseverance
6. The Theme:
Test
Q: How do I know if this
will work?
A: Run a Test!
Q: How if I fail?
A: You can only learn
Track
Q: How do I do this?
A: Several KPIs will help
you. There isn’t one
finite measurement
Q: Is it expensive?
A: Most social platforms
come with built-in
analytics
Measure
Q: What is the most
important metric?
A: Right now
engagement rate or
interaction rate
Q: Why?
A: It’s a barometer if
your targeted audience
approves of your
content
7. The Objectives:
Brand Awareness
Getting people to know
who you are
Getting people to know
about your product
Getting people re-
acclimated toward your
product
Visits to your Owned
Channels
All content is tagged
with a CTA
Measurement is in site
visitations / bounce rate
Long term goal =
conversions
Social Discussion
Around a Topic
Is your content getting
people to talk about a
subject?
Is it getting people to
share a piece of content
you created?
8. • Activities They
Participate in
• Brands They
Purchase
• Politics
�� Psychography
• Netnography
• Profession
• Job Title
• Industry
• Interests
• Age Range
• Geographical
Location
• Languages
Spoken
• Gender
• Education
• Salary
• Devices They
Use
• Entertainment
They Enjoy
What is the Science of Your Customer?
Why do customers prefer some content over others?
9. Why Do People Like the Color of Artificially Flavored Junk food?
Neuroscience has
determined people like
artificially colored junk
food because it gives
them a sensation and an
emotional high when
they see it and consume
it.
This same neuroscience
has determined whether
a pop song will be a hit.
It also will determine
whether your content
will resonate
10. What is the Most Disruptive Content Marketing?
The most disruptive content marketing
goes beyond traditional brand research
that has historically tracked on awareness
and attitude and looks at non-conscious
measures including:
• Emotion
• Passion
• Personal Value
• Logic
• Reason
11. Studying Cognitive Emotional Response from Communications
A 2013 study showed brain patterns that when a brand of
product is revealed prior to sampling, a part of the brain
associated with happiness is triggered if that sampling
experience is positive. The test suggests emotional
connections to brands dominate consumer purchase
decisions.
Even in B2B which often focuses on logic-based value,
the use of emotion, colors, even music can be the
differentiation factor that leads to success.
13. Search and Social Data
Creative Insights
Trending Topics
Social CRM
• Is the audience engaging
with content?
• What type of content
performs best?
• Are you using different types
of creative for segmented
audiences?
• What are customers saying
about your area of
expertise?
• What do customers say
about your products?
• What is your response time
to customers on social?
• The Science of Your Customer
• APIs
• Measuring Response
• Bing Keyword Research Tool
The 4 Factors of Disciplined Content Marketing
• Twitter / Facebook
• Google / Bing Searches
• Capturing Mobile Search
Mindshare using Bing Ads
• News
14. Real Time Context Is Important
Timeliness and immediacy plays heavily into
content due to two factors:
• Mobility of messaging (devices)
• Speed of messaging (business success is
made or broken on a combination of
three factors communications, design
and product technology performance.
Note, it’s NOT just the product
technology but how others, especially
peers, talk about the product!)
This is why brands try to newsjack around events. The
issue? Those events are not always emotionally relevant
to the customer because the brand messaging and
customer NEUROSCIENCE do not align!!!!
15. The KPIs of Content Marketing
Social Media
Metrics
Website Traffic Brand Awareness Lead Generation Sales ROI
93% 48% 53% 33% 27% 20%
Real time and content marketing use softer KPIs like social media metrics and web traffic to measure
success as compared to sales or Return on Investment (ROI). Although social media metrics are new
and not yet definitely quantifiable as a metric, they are increasingly used in measurement.
17. Algorithms
Shift
Don’t Build on
Rented Land!
Forget “Likes” and
“Followers”
Content Marketing: Best Practices
Facebook and
Twitter are closing
their APIs more to
third parties
Limited data
to inform
the future
Quantity
doesn’t equal
quality
Scale makes
it hard to
identify
advocates
Organic reach
is limited by
social
algorithms
Know where your
org has authority
Map out a content
and asset
production plan
Focus your
content
marketing in
these areas
Don’t be afraid to
take a stand
Create
original
content only
Serve to
customers at
the contextually
appropriate
time
Use the 4-1-1 rule: 4 pieces of
entertaining/educational content, 1 piece of
promo content, 1 piece of equity content.
Short form, long form, visual, video
18. Part III: Case Study
“What Does Your Audience Crave?”
by Michelle Killebrew
@shellkillebrew
19. InspirationWhat Did Our
Audience Crave?
How Did We Craft
the UX to Delight
the Audience?
Content Marketing: A Case Study
Thought
Leadership
Content
Tailored to
Their Role,
Not a Product
Interesting
facts they can
use right now
Demonstrate
leading edge
web design
and interface
Content that
shows, doesn’t
tell – video,
infographics,
webinars
What Content Did
We Create for Our
Audience?
How Did We Track
Measurement?
Relevant,
focused
content
Sprinkled with
evergreen so it
remains timeless
Easy to
share!
Web analytics Social
engagement
rate
Website based
remarketing
(AdWords/Bing
Ads)