Session 4 Digital Strategy Inbound Marketing PDF

M A R I A A LVA R E Z SESSION 4 CUSTOMER EXPERIENCE Inbound Marketing Let’s start from the beggining  VS INBOUND OR PULL...

M A R I A A LVA R E Z SESSION 4 CUSTOMER EXPERIENCE Inbound Marketing Let’s start from the beggining  VS INBOUND OR PULL OUTBOUND OR PUSH It’s an intrusive action dedicated to the It is a technique that consists of organically promotion of products or services in an (naturally and non-intrusively) attracting users unidirectional way (in many cases), i.e. from who have a specific need, problem or concern the company to the users, without there being related to a company's product or service a response through the same channel. IT IS THE ART OF ENGAGING CUSTOMERS THROUGH CONTENT 61% OF CONSUMERS FEEL BETTER ABOUT THE BRAND WHEN IT OFFERS THEM RELEVANT AND PERSONALISED CONTENT, ACCORDING TO THEIR NEEDS. A GROWING TREND INBOUND MARKETING AND AUTOMATION MARKETING ARE TWO OF THE HIGHEST - GROWING MARKETING TRENDS, MAINLY DUE TO THE GRADUAL LOSS OF EFFICIENCY AND PROFITABILITY IN TRADITIONAL OUTBOUND/PUSH ACTIONS.  THE BEST STRATEGY IS TO COMBINE BOTH ACTIONS IN PARALLEL FROM OBVIOUS INTEREST TO CUSTOMIZED OFFER An inbound strategy helps create specific conversion routes along the digital conversion funnel fromspecific interests detected in the target. To that end, it distributes relevant content connected to critical touch points in order tofacilitate the leap towards the following stage in the funnel, in order to ultimately complete conversion.  THREE MAIN OBJECTIVES Increase the visibility of Leads and website traffic Nurture your potential your brand acquisition customers and retain your existing customers It is essential that your target audience It is very important to generate Once we have the data of our potential sees the presence of your brand on the strategies to increase the number of customers (leads), the next step is to nurture Internet, that they realise you exist and leads, the more leads you have, the them with content on a frequent basis and can find out what you are all about. more sales opportunities you will be able looking for them to become customers. For Nowadays, what does not appear on the to create for your business. those who are already buying from you, internet, does not exist. In addition to attracting new visitors to offering new quality content will help you to An Inbound marketing strategy will your website it is very important to generate loyalty. improve the visibility of your brand on the follow them through the buying It is very important to segment the database internet with global positioning tactics decision process, seeking to convert according to its characteristics in order to that will increase visits, thanks to the them into real sales opportunities. execute more specific action plans and provide optimization of your website (SEO) and the right information to the right person at the the creation of valuable content (Social right time. Media & Content). INBOUND PATH TO CONVERSION ALWAYS WITH SMART KPIS ESTIMATED AT THE BEGINNING OF THE FIRST CYCLE THE ROAD MAP THE ROAD MAP We followed 6 stages in the definition and implementation of an inbound digital marketing strategy  STAGE 1 Research  STAGE 1: RESEARCH OBJECTIVE: RESOURCES: Collecting as much relevant SOCIAL LISTENING information as possible about WE CONDUCTED AN ANALYSIS OF SOCIAL NETWORKS USING SPECIALIST RESEARCH our audience and its digital TOOLS TO BECOME FAMILIAR WITH THE sphere (competitors, support, DIGITAL PROFILE AND INTERESTS OF OUR etc.) CURRENT AND POTENTIAL DIGITAL AUDIENCE. WEB: USERS OF THE CURRENT WEBSITE Screenshots of some of the tools used in the Spanish digital market research: Audiense, Meltwater, FB Audience, Google search…etc AND THEIR INTERESTS AND BUYING HABITS SOCIAL NETWORK: THE PROFILE OF CURRENT AND THEIR INTERESTS. COMPETENCE IN RRSS: THE PROFILING OF USERS ON FACEBOOK AND TWITTER OF FOLLOWERS OF THE COMPETITION, THEIR INTERESTS AND TASTES. BUZZ TRACKING: THE MENTIONS IN ALL DIGITAL ENVIRONMENTS OF THE MAIN SEARCH TERMS RELATED TO MECHANICAL WORKSHOPS.  STAGE 1: RESEARCH WORK PRESENTIAL: OBJECTIVE: RESOURCES: SOCIAL LISTENING In order to complete the digital information, we Collecting as much relevant WE CONDUCTED AN ANALYSIS OF SOCIAL gathered representatives from the different information as possible about NETWORKS USING SPECIALIST RESEARCH stages of the Customer funnel (Marketing, our audience and its digital Sales, Shop) so as to obtain information on the TOOLS TO BECOME FAMILIAR WITH THE sphere (competitors, support, preferences of our audience by crossing them DIGITAL PROFILE AND INTERESTS OF OUR etc.) with the brand’s product/service portfolio. CURRENT AND POTENTIAL DIGITAL AUDIENCE. WEB: USERS OF THE CURRENT FS WEBSITE AND THEIR INTERESTS AND BUYING HABITS SOCIAL NETWORK: THE PROFILE OF CURRENT AND THEIR INTERESTS. COMPETENCE IN RRSS: THE PROFILING OF USERS ON FACEBOOK AND TWITTER OF FOLLOWERS OF THE COMPETITION, THEIR INTERESTS AND TASTES. BUZZ TRACKING: THE MENTIONS IN ALL DIGITAL ENVIRONMENTS OF THE MAIN SEARCH TERMS RELATED TO MECHANICAL WORKSHOPS.  STAGE 2 The Buyer Persona  STAGE 2: BUYER PERSONA OBJECTIVE: RESOURCES: TO BUILD A BUYER PERSONA BUYER PERSONA PROFILE DETECTED DIGITAL INTERESTS: PROFILE FROM RESEARCH Member’s demographics,positive and Digital touch points, consumedmedia, interests, negative motivations,etc. influences,etc CONCLUSIONS, LEADING TO A FICTITIOUS YET REALISTIC ACCOUNT OF OUR TARGET DIGITAL AUDIENCE, ESSENTIAL TO MAP OUT EFFICIENT CONVERSION ROUTES BASED ON RELEVANTCONTENT.  STAGE 3 INBOUND CYCLE  STAGE 3: INBOUND CYCLE OBJECTIVE: RESOURCES: CONNECTING THE INTERESTS OFFERS PATHS TO CONVERSION FOUND INOUR BUYER Definition of segmented deals, KPIsand Segmented conversion funnel bydetected conversion verification systems. interests. PERSONA WITH THE COMPANY’S BUSINESS OBJECTIVES, BY BUILDING GRADUAL CONVERSION ROUTES THROUGH FUNNELSTAGES.  STAGE 4 DIGITAL CONTENT PLAN Benefits of content marketing 01 02 03 04 Increased Increased brand Increased Leads Human side of the Engagement awareness Brand Segments by interests. It strengthens relationships Generate up to 97% more Having a good content marketing Content related to the with our consumers. They leads than companies that strategy is a great way to tastes of our audience trust the brand more and are not active in this area.. showcase that variety of voices. It increases their interest. come to believe that the creates greater closeness and brand "knows what it is connects better with your doing". audience. Building a Content strategy 1.1 Aspects to be analyzed * This first phase has a lot to do with reflection, strategic analysis and project preparation. During its development we will become experts of the brand/company, gathering all the necessary information to approach the project. In this way we will be able to understand the context in which it is located and its needs, both communication and business. The analysis is structured in three The people involved should have the vision of the brand from different areas: Marketing, main blocks that will allow us to Communication, Content, Media, Digital, PR, etc. group the information in terms of competitive environment, Depending on the size and structure of the company and brand, and target. company, more than one area or professional profile will be included.  1.1 Aspects to be analyzed Market context This first analysis considers what factors we Ultimately, with the analysis of the ◗ DIRECT COMPETITION. can incorporate into the project to make our Competitors at a commercial level within the different players in the competition, we brand/company the one that connects with same sector. We will also analyze how the should define: the audience, and not our competitors. sector is evolving in terms of communication (tone and values), how its perception is evolving and what major changes are expected. TYPE OF CONTENT they are generating To do this, we must investigate in depth: (informative, entertaining, didactic...). ◗ INDIRECT COMPETITION. TERRITORIES that are working (music, Companies that produce content and compete for the attention of audiences in the travel, science, fashion, ecology...). same communication territory.. PARTNERS with which they are ◗ INSPIRING PRACTICES. collaborating. National and international benchmarking of our direct and indirect competitors, as well as those MEDIA where they are distributing and that transcend beyond. promoting theircontent. ◗ To know the LEGAL FRAMEWORK to Approximate INVESTMENT they are abide by. spending. 1.1 Aspects to be analyzed Brand analysis ◗ COMPANY ANALYSIS. ◗ BRAND ANALYSIS. At this point we should analyze any issues What its mission is, what its values and How it is defined. Knowing this will related to the company and the brand that allow us to determine the level of culture are. Everything that defines it. may affect our project and that are relevant It is also important to have information, legitimacy of the brand. to the creation of content. It is also necessary to consider its both quantitative and qualitative, positioning, identity, territory, brand which dimensions and delimits its health, what channels it has its own, business volume: sectors in which it Basically, we will know what is the brand's what communication agreements operates, mix of sales channels, market relationship with the generation and/or established with third parties can be share, notoriety, SWOT analysis, price, distribution of content, i.e., if there is a history, optimized and what touchpoints it partners, value of employees, business establishes with the audience. success stories or failures. objectives, etc. To work on this point, internal documents such as the strategic plan or any other In this part of the analysis, the ideal is to have a document that reflects key aspects of the well-defined brand purpose: what we want to company's marketing or communication offer as a brand to the audience and will help us. consumers. 1.1 Aspects to be analyzed Target We will analyze all the data that will allow us to define the current It is essential to define the target in behavior of the audience and predict the future. It will be especially order to know how it is, how it behaves relevant to know their interests, consumption habits and even the and decide who we want to reach. social trends to which they adhere. Without forgetting what type of content, formats and media they are interested in and the different platforms where they consume them and when they consume them. At a first level we must consider sociodemographic, economic, cultural, psychological and behavioral data. At this point, tools such as the buyer persona, the customer Classify and order them by level of journey and the purchase funnel are especially useful to importance. understand how the target relates to the product/service, their motivations and their purchase drivers. It is also possible that within our target we have already created a community through some previous action, and our objective is to make it grow or build loyalty. In this case it is also interesting to make the above analysis in depth. 1.2 Target definition For example: What effect should the action have on the target group? Where do we want to move our target? Do we want to change their attitude? Reaffirming it? Change their perception? Change their habits? What would we like our target audience to do, know or feel as a result of our communication? 1.3 Project viability * The project parameters are the available resources to be taken into account when designing the branded content strategy. ◗ DISTRIBUTION 33% The objective of the investment is to host the content to ensure distribution. This ◗ PRODUCTION 33% distribution will take into account alliances The objective of the investment is to produce the main and agreements with Mediapartners. content that gives meaning to the action. Production budgets must also be allocated to adapt the content to formats that facilitate its distribution. And finally, it is ◗ PROMOTION 33% necessary to produce the advertising pieces that accompany The objective of the investment is to give the promotion plan. Therefore, although we talk about visibility to the project in order to gain production, they are really three very different concepts with audiences. At this point, a communication plan is very specific needs. key to generate traffic to the place where the created content will be consumed or 33% experienced.  Questions - Guide 1_ What is the ultimate goal of our content 7_ What is the mission, values and 12_ Where do we want to move our target? strategy? culture of our brand? What is the company's purpose? What are the pillars 2_ Are strategy objectives aligned with on which we want to build our content? 13_ How would we like our target business objectives? audience to see us after the Content 8_ Will the content build brand territory strategy: as pioneers, different, 3_ What communication or business that reinforces the company's positioning experts...? problems do we want to solve: notoriety, and purpose? consideration, prescription, traffic to 14_ What behavioral or perceptual sales channels...? 9_ What is our direct competition? What changes do we want the content to content actions are you carrying out? modify in the audience? What territories are you working on? 4_ How does the content strategy that Who is your audience? What channels are we are going to create complement the they using? 15_ Are we aware that the audience for rest of the communication actions that our content may be broader or different During the development of the the brand already has in place? 10_ Who is the target of our brand? Does from our target audience? Are we content strategy, if you are clear it coincide with the audience we want to prepared to take advantage of it? reach? What are the differences between on the answers to these main 5_ Is the audience for our content broader the two? or different from our target audience? How 16_ What resources do we have? questions, it will mean that you can we take advantage of this? 11_ How do these same audiences are ready to move on to the consume content and media?What formats 17_ How much time do I need to develop next phase of the strategy. do they consume, in which media, on 6_ With which KPIs are we going to the action? How long will the project measure our objectives? which channels and platforms? last?Is there seasonality? Next Questions - Guide 18_ Who will be my partners for content 22_ Will the amount allocated to the creation (internal team, agencies, project cover the production, distribution Notes production companies, artists, influencers, and promotion needs of the content we are media, influencers, influencers, going to create? employees, clients, etc...)? 23_ Does this amount include the 19_ What actions do we have to take at measurement item that will allow us to each moment? What is our retrotiming? properly evaluate the results and follow-up of the action? 20_ ¿Interesa realizar un acuerdo con algún medio o incluso marca con la que 24_ How are we going to measure the comparta audiencia? ¿Tenemos derechos objectives we set ourselves, and should para los canales/medios, el periodo y la the measurement be a budget item that zona geográfica que necesitamos? we set up outside the project itself? 21_ What is the budget for the project? 25_ Could we monetize the content to be How are we going to distribute the produced? budget?  Phase 2 Content creation Content creation There is not always a sequential order in the generation of a content project. Sometimes the creation starts from the format (a documentary on TV, a series on Instagram...).Others from the idea itself or from the distribution partner chosen (for example, because it is very similar to the target or the territory).It is important to keep in mind that each of these variables has a direct impact on the others because they are closely related. The Content Creation phase is divided into THREE SUB-PHASES: Ideation, Production and Distribution 2.1 Ideation * The creation of content always arises as a communication This is an opening phase of thinking out of solution to a specific problem or unmet brand need. the box, of approaching the brand Therefore, the starting point is to understand, deepen and opportunity and challenge with a broad interpret the briefing to make the right strategic decisions approach: no barriers, no limits. in order to make it tangible in a consistent content proposal in the short, medium and long term. The responsible for this phase is the content team, in charge of developing the strategy. Depending on the needs and capabilities of each company, it will be an internal or external team (agency, production companies, media, cross-functional team...). 2.1 Ideation: how do we start? Before implementing the content The content strategy approach arises from the intersection between strategy, there are three main brand values and audience interests. premises to consider: In other words, it is the common ground between the interests of the brand and the interests of the people. 1. There is no one-size-fits-all strategy for all brands. 2. We are not the audience of the brand's content, although it is important to put ourselves in their MISSION shoes to know what is expected. What are the brand PEOPLE What are the values? audience interests? 3. It is not a linear process and may undergo modifications, taking advantage of opportunities, or adjustments to adapt to new variables.  2.1 Ideation: Audience definition This distinction should be made clear: ◗ AUDIENCE. Audience that attends radio and television programs or attends an event or show. The number of people who receive the content through any media. ◗ TARGET. It is the profile of the people who consume a brand and all those who The goal of advertising is to sell. However, In short, content seeks to build an audience. The could buy the products and when we talk about content we are not looking content industry is created based on themes and services offered by the same areas of interest shared by a group of people: sports, brand. to sell directly, but above all to attract attention to the brand so that the public considers us, movies, music, cooking, fashion, video games, spends time with us and wants to find out or education, etc. Audiences are usually built from learn more about the creator of that content. already created communities. The challenge for brands is to connect with them to gain their attention. In fact, these themes and interests are what help us define brand territories, from which we can create our own content. 2.1 Ideation: Brand territory It is the conceptual space with which we want the public to associate our brand. Defining the brand territory is important to guide the creation of content, orient marketing initiatives and generate links with audiences of interest. 2.1 Ideation: How to define a brand territory 1. Make a list of the most recurrent territories in the category. 2. Investigate which territories are occupied by our competitors. 3. Identify territories related to the identity, values and attributes, personality and purpose that characterize our brand. 4. Confirm which of them we can legitimately occupy. 5. Select no more than four territories, taking as criteria: which ones are more differential, which ones we need to reinforce some key aspect of the brand and which ones help us to communicate better. 6. From there, the brand territories can be correctly defined. 2.1 Ideation: Sweet spot Once the audience and brand positioning have been defined, it is necessary to find which of these My content What my audience cares about factors are shared by both parties. The about a topic Sweet Spot is the space where the interests of the people we want to target converge with the Adapted to the values/attributes of the brand. environment It is undoubtedly the basis of the content strategy, the starting point for deciding the territories to be covered, without forgetting the Define the territory medium/channel in which the audience to be impacted is located. 2.1 Ideation: Sweet spot The communication territories, defined from The content territories are all those themes and brand the Sweet Spot, will help us to give coherence values that will make our target identify us. The space from to the content strategy and will differentiate where the brand personality and the way we want our us from our competitors. audience to perceive us will be developed. At this point it is very important to review the Analysis phase (phase 1) to understand which communication territories the competition is working in, and which have the greatest They should always be those with which we feel legitimized, potential. because in this way we will reinforce the links with our Even identify if there are some already audience and they will have a better acceptance. This conquered by other brands where it is not worth legitimacy must be recognizable to the consumer. positioning, because the effort would have to be There are not a number of themes that define a brand's content very great to get the attention of the audience strategy. Identifying them will help us understand the content on a topic that has already been achieved by approach, but it is not necessary to address them all. We will another brand. For example, no advertiser would choose one or another depending on the people and the find it worthwhile to bet on extreme sports, a content. territory that has already been conquered by energy drink brands. 2.1 Ideation: Sweet spot 2.1 Ideation: Content typology What type of content can we create depending on our objectives? There is no single way to approach a content strategy and the best approach will always depend on the challenge we want to address. However, following some initial thinking guidelines and defining a framework for action will help to establish what type of content is appropriate for each situation. For this reason, we recommend working on four well-detailed areas in order to have the guidelines with which to make the majority of decisions: the definition of objectives, their frequency and the role that the brand will have in their development, together with the role of the content itself. This table with multiple combinations can serve as a guide to define what type of content is most appropriate for each specific strategy. 2.1 Ideation: Content typology Target Frequency Role of content in the brand strategy Purpose of the content Awareness Low Work the brand territory Work product Entertainment Through the content we benefits The content is intended to Very low The brand works on want to work on the entertainthe audience. frequency content that safety: all content will The product relevance of the brand in is usually associated be around it. becomes the the mind of the consumer/audience. with notoriety and more protagonist of the elaborate productions Informative content and plays an The content is intended important role in the to inform about a specific content... topic related to the Medium Engagement product by providing Contents that have a We want to establish objective data.. certain periodicity of a positive brand- publication and that work content-audience together a territory or a relationship.. thematic area. Conversión High Didactic Content becomes the Content with an Content is intended to gateway to conversion almost daily publication explain / teach relevant whether it is lead frequency with the facts about a subject or acquisition, a specific objective of informing, product and disseminate action or purchase. attracting audiences them.. through SEO strategies or subscriptions.  2.1 Ideation: Content typology What type of content can we make based on development? A content strategy does not need to respond to all Another method, very valid to order the thinking, is the approach that Google the items in the table. It may be that in some cases proposed a few years ago to define the content strategy on its platform. Focused more on the how and less on the what, the creation is based on three levels of content: it is necessary to generate notoriety content with the intention of entertaining, where the product is the protagonist and the frequency is low. And in other cases the objective is to capture with a very high frequency, focused on the product and very didactic. HELP CONTENT HUB CONTENT HERO CONTENT The goal is to solve the micro- It is generated with a certain Spectacular content Spending time defining these four variables will needs of users by covering frequency in order to offera intended to capture the what the audience is already stimulus to the viewers. This attention of a wider be fundamental to have a consistent content actively looking for every day. content combines usefulness audience. They are often strategy in the medium and long term. with entertainment. presented at important These are utility-focused moments, such as product contents, which are intended It alludes to the concerns, launches or when a brand to be recurrent and tastes and worries of the communication milestone regular.For example, "how to", people identified, while occurs. Communication "where to find", "what is", providing relevant milestone of the brand. product tutorials, content information. with instructions and relevant They are emotional information about the sector. contents that seek to generate a bond with the viewer. 2.1 Ideation: Content typology Hero Surprised by Less frequent content reserved for key moments (e.g. Christmas) or for big launches. Its vocation is to Hero entertain and inspire. Entertains and inspires Hub The part that consolidates little by little.It is the Interested in Hub part of the content that keeps the audience Suscription coming back. It is scheduled with a specific and User behavior like, follow constant periodicity in time. Recurrence is worked on. Looking for it Help The answer to what I Help am looking for Cover the basics that have to do with the brand. It helps us to capture visits through SEO content. In short, the model chosen does not matter. The important thing is to be clear about which brand territory is the most suitable for the content strategy and, above all, which objective is the main one, in order to define the role of the brand, the role of the content and establish a frequency. 2.1 Ideation: Content typology  2.1 Production and partner selection * Different content reproduction models Once we have defined the type of ◗ PROPRIETARY CONTENT. content we want to create and the Created by the brand with its agencies, With an influencer/prescriptor audience we want to reach, we have production companies, internal teams, Benefits:It allows to connect quickly with etc.Benefits: Works on expertise, image very specific audiences, land brand values to decide which are our production and brand values. that are sometimes difficult to partners. communicate and can workconversion in a This is the moment to put the ideas direct way. into practice. All the considerations ◗ CO-CREATED CONTENT With other brand partners we make about production issues With a vendor Benefits: Establishes production and dissemination synergies when there are will help us to narrow down the Benefits:The publishers legitimizes the common objectives and/or common creativities and optimize the message, provides credibility, knows its targets. audience and produces the content with its available budgets. own tone and style. In addition, more beneficial broadcasting agreements are ◗ USER GENERATED CONTENT. reached.In the last decade, the vast majority Content created by the users, followers or of media and publishers have identified a fans of a brand. The main benefit is that it new business opportunity and have provides more value and, to some extent, developed creative studios, which serve as a credibility because the brand does not bridge between the requirements of brands directly generate the content; its fans are the ones who talk about it or contribute and the editorial interest of the media. contribute to its generation. 2.2 Phase 2 deliverables: content design and implementation plan ◗ IDEA: 1. Purpose of the content: entertainment, informative, didactic. 2. Content proposal: hero, hub, help (Google Pyramid) 3. Content frequency The content project will reflect 4. How and where this content will be consumed decision making on: ◗ AUDIENCE we want to reach: Who they are, how Demonstration of the relevance/effectiveness of the idea: they are and how they behave, what interests they 6. Objectives of the content: does it serve the objective set have and where they consume them. out in the brief? change perceptions, build customer loyalty, ◗ BRAND VALUES AND ATTRIBUTES we want to focus incite to purchase... on 7. Relevance of the content: Is it relevant to the audience ◗ SWEET SPOT: We cross-reference the audience and and to the brand?. the brand values we want to work with to define the 8. Role of the brand: Is it active in the territory we have territory. decided to work in? ◗ TERRITORY: Once defined, we must verify that the brand is legitimized to occupy it and that no other brand is already working on it. If so, we must consider how to differentiate ourselves.  Questions - Guide 1_ Does the executive team have all the 7_Which territory/s have the greatest necessary profiles? potential to meet the objectives? Which themes emerge from these territories? 2_ Which partners, external and internal Which ones do we keep? Which ones are teams will be involved in the creation of discarded? the idea and its production? 8_Does the idea behind the content convey the brand's values? Is it consistent with the 3_Is our internal briefing or reflection rest of the actions and with the brand's clear and complete? purpose? 4_ Who and how is our audience? How do 9_ Will these values and the purpose of they differ from my buyers? What media do the brand be evident in the execution? they consume? How much time do they consume content? Who and what influences During the development of the 10_Is the type of content to be worked on them? What can we bring to them as a clear, is it didactic or entertainment content, content strategy, if you are clear brand? and what will be the weighting of each type on the answers to these main 5_What insights will we use to create our of content in the case of working on several questions, it will mean that you content? typologies: Hero, Hub and Help? are ready to move on to the 6_ What is the common ground between next phase of the strategy. 11_Is it transmedia, cross-media or our audience's interests and our brand multiplatform content? values (Sweet Spot)? Does it work? Next Questions - Guide 12_How often will each of them be 16_Which production model will bring us the published, and have we drawn up an most benefits or tell the best story about our Notes editorial calendar? idea? Credibility / Community / Cost synergy / Expertise / Boosting conversion 13_ Which production model best suits our situation and objective? Own content / 17_Which distribution platforms have we Media-generated content / Influencer- selected taking into account the 4 elements generated content / Like-branded content / that help us to define it? Audience, Idea, Role User-generated content (UGC) of content and Narrative/Format. 14_What type of company is needed to best 18_How long do we want it to be produce the content and format chosen? available, and do we have rights to it? Should we have one or several partners to undertake the production? 15_Who is in charge of producing the communication pieces we need to promote and publicise the content we create?  Phase 3 Content promotion plan  Content promotion plan There is little point in creating quality The objective of this phase is to design a Promotion Plan for the content if we are not able to get it to our content created, i.e. to attract the audience in the most efficient audience in the right way, at the right way possible to consume the content on the selected distribution time and in the right formats. platform(s). In this sense, the brand has to select the channels and formats that are most relevant to the audience it wants to reach. People choose the brand (pull), not the brand imposing a message on them Traditional advertising tools and formats can help, as can all the (push). initiatives that are usually linked to public relations or communications departments. The most successful content strategies efficiently combine both models. 3.1 Use of media * The plan we design for content promotion will be linked to the brand's ability to amplify on its own channels, and on third party media, whether earned or paid. The combination of one type of media or another, together with the quality of the content produced, will allow the achievement of the objectives set by the brand: engagement, reach, visualisations, consideration, etc. 3.1 Use of owned media #CASE "Los Seriotes" is a content project developed by AXN to stand out in the (highly competitive) territory of series, led by Arturo González- Campos and Juan Gómez-Jurado. For the first time, the brand produced content whose distribution and promotion was carried out from its own channels. The premiere took place on its TV channel and Youtube. The social networks were a further extension of this space, as they offered the opportunity for followers to interact each week in the new community #LosSeriotesDeAXN. 3.1 Use of earned media #CASE Football transforms our lives and to raise awareness of its ability to break down social barriers, Santander created "Fieeld".It is the first electronic device through which blind people could experience a match like never before, through their own fingers. The storydoing content was based on the true story of Nickollas Grecco, a young Palmeiras fan who only knew about football through his mother's storytelling. The strategy generated repercussions in300+ international media, with 7.5 MM in Earn Media and a reach of 140 MM and 23 MM views, as well as 16 awards in international festivals. 3.1 Use of paid media #CASEIn 2018, BBVA, in collaboration with the Santillana Group and El País, created the educational platform "Aprendemos Juntos" (Let's learn together). Against a worrying backdrop and in line with the bank's aim of helping its customers to make better decisions, this project arose to debate the role that education deserves in our society. To do so in an entertaining and inspiring way, didactic content was created in audiovisual format, with the help of transformational people from different disciplines. It achieved +1000M visits, 81% of which were organic. In this way they have created a community of 4M people. To the point of having a presence where children learn: schools. Reaching 20% of primary and secondary schools in Spain, through its pedagogical tools. A good media strategy allows content to be distributed and promoted correctly, as well as ensuring the achievement of results in the short, medium and long term. The most outstanding ones are thanks to the quality of the content itself, but also by working multichannel, always trying to transcend the medium or support for which they have been created. 3.2 Phase 3 deliverable: activation calendar and media plan * Content marketing and distribution requires a lot of planning to be successful. This is where an editorial content calendar can come in handy. You can create one in Excel or Google Sheets, or even use Google Calendar. Other tools, such as Coschedule, Asana and Trello, are very useful. The editorial calendar, like your content distribution strategy, helps you stay aligned and work towards common goals, as well as having a roadmap. 3.2 Build your editorial calendar Content mapping is the organisation of content according to the buyer persona and where they are in the lifecycle, in order to provide them with the most relevant information whenever they need it. Creating a content map helps you ensure that you are delivering content to the right audience, at the right time. The goal of a content map is to provide relevant content to the person who will consume it (hence the importance of buyer personas) and to bring that person closer to the buying decision (their lifecycle). Reaching the right audience at the moment when they are looking for a solution to a problem. If you know your audience you will know what content to create at a specific point in the Buyer's Journey, with the aim of bringing the user closer and closer to the sales funnel. 3.2 Why use a content calendar? HAVING A CALENDAR HIGHER QUALITY CONTENT Having a calendar allows you to plan ahead, group Production values for content have skyrocketed. your work, avoid having to multitask and write down all Today, it is not unusual for a single publication to your creative ideas so you don't forget any of them have a whole team of creatives behind it: copywriters, designers, video editors and photographers. CONSISTENT POSTING A high level of engagement increases your REACVERSTISING organic reach through the platform's algorithm, Having control of the scheduled content also helps which means that your posts will be shown to new you to optimally manage content that has to be eyes and new people start following your brand. created reactively and/or in real time due to spontaneous causes or events. #reactadvertising #reactadvertising #reactadvertising Realtime ad 3.2 How do I map my content? The first step in creating a content map is to analyse the CUSTOMER JOURNEY. If you don't understand the path a lead takes to become a customer, your marketing strategy will always be unsatisfactory. Today's consumers not only prefer content to be tailored to very specific needs. They expect it from you. Users don't have time to consume content that doesn't directly interest them. In fact, such content is considered annoying. You need to understand your customer and their movements. Understand why they make certain decisions, what type of content they respond to or what their search intent is. Add that knowledge to their buying cycle and you start to shape your content map. 3.2 How do I map my content? The first thing we need to do is to know the people, their journey and their intention to buy. How? with analysis and measurement. 1. Start creating content for your Buyer Persona 2. Remember that it should be based on interviews with customers relevant to your business, NOT on assumptions. 3. Diversify your content 4. Use varied and different formats including: Ebooks, Whitepapers, Press releases, Blog posts, Success stories, Checklists, FAQs, Audiovisual formats, Images, Infographics, Videos (tutorials, webinars, etc), Animated gifs, Audio formats, Podcast. 5. Take care of distribution: If you know the user, you know where they are. Plan the distribution of content according to their interests. 6. Attracting quality traffic to the website, i.e. focusing on the top of the funnel, is one of the most important steps. The more quality traffic comes to the website, the more conversions will increase. 3.2 How do I map my content? Remember, the process does not end with the Do not forget to specify everything you want to conversion. You will have to: include: 1. List relevant topics and sectors. Channel: social network, web, blog, email marketing, other. 2. Conduct competitive analysis and detect how you are Date and time of publication. facing your competition with the topics you deal with. Responsible for creating or publishing the content. 3. Define buyer personas. Publication status: pending, approved, under review, etc. 4. Analyse your content and tag it by topic, content type, Type of content: blog article, third-party content, live video, level in the sales funnel and by persona. webinar, promotion, story, image, video and others. 5. Optimise existing pages. Title for the networks: this helps us to think of attention- 6. Create a plan to fill the gaps in your content. grabbing titles. 7. Implement that plan. Text (Copy): that is, content in text format. This reminds us to generate interactions and comments. Image/Video for the networks. Link for the networks. 3.2 How do I map my content? Questions - Guide 3_ Have all possible brand assets been 9_How could changes be made to the During the development of the considered to maximise reach to our media mix if targets are not met? Do we audience? have a contingency plan in place? content strategy, if you are clear on the answers to these main 4_ ¿ What media will we select to optimise questions, it will mean that you 10_What media can ensure greater visibility distribution and promotion? What would be and awareness? What media can ensure are ready to move on to the the ideal media mix? traffic to the channel where it is hosted? next phase of the strategy. What media can allow us greater interaction 5_What are the advantages of each of with users? What media can help us capture them, and how do they complement each 1_ Have we understood the differences and data to better understand our audience? other? Is each really necessary? benefits between content distribution and What media can we activate through the promotion? professionals who have participated in the 6_What would be the optimal time of media development of the project (artists, consumption for our audience/target? What 2_ Do we have a realistic budget and directors, actors, actors, journalists, segmentation will I use? resources for the distribution and promotion etc.)?What media can we activate through of our content? the professionals who have participated in 7_Are we going to re-engage our audience? How often? the development of the project (artists, directors, actors, journalists, etc...)? 8_Do we have the 4 main steps in our content activation calendar organised and planned?  Phase 4 Effectiveness measurement What to measure in a branded content strategy? Value Monitoring KPI’s - Fatigue vs. interest for more content - Relevance of content: impacted/affinity/desired Audience - Appropriateness of content to the medium (non-intrusive) - Emotionality generated - Number of times shared - Awareness (spontaneous/suggested) - Memorable content - Impact (population reached) - Association of the content with the brand - Engagement: interaction with the brand (audience that has participated in the action). - Consideration/desirability Brand - Recommendation - Brand attributes (trusted brand, transparent, leader, would be willing to pay more, offers relevant information...) - New buyers/users - Purchase intention - Brand reputation - Audiences/New audiences - Repetition of media consumption - Sharing of content Distribucion channel - Advertising revenue - Production cost savings - Content promotion revenue What to measure in a branded content strategy? Value Monitoring KPI’s Measurement system Awareness (spontaneous/suggested) → Brand Tracking / IOPE / IMOP This analysis allows us to answer 3 fundamental aspects related to the impact Memorable content →Brand Tracking on the audience after having consumed Impact (population reached) → Kantar / Registers / EGM / Comscore the content: Content-brand association →Brand Tracking ◗ ATTRIBUTION Do you recognisethe brand behind the contentand Engagement: interaction with the brand →Brand Tracking / Socialbaker / Own social network does the contentlink to your values? (audience that has participated in the action) statistics Brand ◗ CONSIDERATION Consideration/desirability →Brand Tracking Has it increased its visibility? What is its purchase/consumption consideration? Has it Recommendation →Brand Tracking increased?Has it strengthened? Do you want to know more about it? Brand attributes (trusted brand, →Brand Tracking transparent, leader, would be willing to pay more, offers relevant information...) ◗ PERCEPTION Has the image improved?Has the content succeeded in making the brand or product New buyers/users →Brand Tracking associated with the attribute or benefit to be highlighted? Is itconsistent with your values? Purchase intent →Brand Tracking Brand reputation →Brand Tracking Measuring impact in owned and paid media Monitoring KPI’s Measurement system Visits →Google Analytics / Proprietary census tool/ Comscore / GfK Unique users →Google Analytics / Comscore / GfK Recurrent visitors →Google Analytics / Proprietary census tool/ Comscore / GfK Page views →Google Analytics / Proprietary census tool/ Comscore / GfK Time spent →Google Analytics / Proprietary census tool Bounce rate →Google Analytics Proprietary census tool Shared content →Google Analytics / Socialbaker Conversion rate / Analytics →Google Analytics Content Satisfaction Index →Ad-hoc Engagement rate →Socialbaker / Own social media statistics Physical visit to the event →Event attendance register Event satisfaction survey →Ad-hoc questionnaire on the event Audiences of owned or paid channels →Internal social media monitoring/ Google Analytics / Kantar / Comscore / EGM Audiences / Impact of the promotion of the action →Kantar / Comscore / EGM / Network listening tools Comments or mentions generated by the promotionand by the content →Clipping of physical / digital channels / Network listening tools itself: spot / PR, paid or unpaid Questions - Guide 3_Have all possible brand assets been As a final practice in this guide, considered to maximise reach to our Notes if you are clear on the answers audience? to these main questions, it means you have successfully 4_ What media will we select to optimise answers to these main questions, distribution and promotion? What would be the ideal media mix? it will mean that you have successfully developed all phases 5_Do we need to create ad hoc surveys to of the strategy. measure any of the objectives and their KPIs? 1_ Are KPIs defined to measure the behaviour of the content at each stage of the funnel? 6_¿ Are we achieving/improving ROI? 2_ Have we set evaluation milestones at 7_ Do we know what learning needs to be which to review the dashboard and try to implemented in future projects? rectify if necessary/we have room to do so?  STAGE 5 MK AUTOMATION  STAGE 5: MARKETING AUTOMATION OBJECTIVE: RESOURCES: TO STANDARDISE THE TOOL TEMPLATES WORKFLOWS WHICH WILL ALLOW US TO customisation and generation of basic Definition of automated traffic / lead / offer sheets: blog posts,deal landing pages, processes. CENTRALISE AND MANAGE THE DIFFERENT CONVERSION emails/ newsletters. ROUTES, BY AUTOMATING THE DISSEMINATION OF RELEVANT LEAD NURTURING CONTENT/ DEALS IN EVERY SCORING AND SEGMENTED LISTS BASED FUNNEL STAGE BASED ON ON DATA/ BEHAVIOUR. AUDIENCE BEHAVIOR.. PROGRAMMING Loading and programming content.. MQL (MARKETING QUALIFIED LEAD) It is generated by marketing, usually automatically through lead nurturing and lead scoring. It is at a more advanced stage of the buying cycle and fits with the buyer persona. It is usually uncovered by asking for more information in the forms. This information is used to find out whether or not they are a valuable business opportunity. If they are, they are considered a marketing-qualified lead. SQL (SALES QUALIFIED LEAD) This is the sales-qualified lead. They are at the most advanced stage of the buying process and, therefore, are ready to buy. These are people who have progressed through the marketing funnel and respond to an offer that is much closer to the product or service that the company offers (for example, a demonstration, a trial, a commercial phone call...). They are also usually the leads that have downloaded more content or more advanced content and, as a result, the organisation has more information about them. MQL (MARKETING QUALIFIED LEAD) SQL (SALES QUALIFIED LEAD) LEAD CAPTURE CALL TO ACTION LEAD SCORING CONVERSION Free trials of a brand's services help to hook the potential customer since the first moment and bring them closer to the final conversion. In fact, if the product or service is worthwhile, it is more likely that the user will end up signing up for the full service. In other words, there is a greater chance that they will become a customer. Netflix, HBO, Amazon Prime, Disney Plus, are specialists in putting this technique into practice. LEAD NURTURING Send emails with valuable content. Send a specific email to a person or group based on where they are in the sales cycle. Send an email answering a lead's question and help them solve a specific problem or question. Make a call to a potential customer who through the web expressed interest in buying or trying your product. Send specific follow-up emails, after the user has made a purchase, to find out if they need help and how their experience with the brand has gone.  STAGE 6 MONITORING & OPTIMIZATION  STAGE 6: MONITORING & OPTIMIZATION OBJECTIVE: Foster conversion routes leading to greater conversion. ONCE THE PROJECT IS LAUNCHED, AND BASED ON Create new buyer persona clusters THE RESULTS MONITORED INTHE AUTOMATION TOOL, WE WILL PROCEEDTO Create/expand new conversion routes based on new detected interests. Include dynamic content and deals based on specific profiles or behavior. ANALYTICS OWNED MEDIA ON SOCIAL MEDIA TECHNIQUES PAID MEDIA ON SOCIAL MEDIA TECHNIQUES THANK YOU MARIA ALVAREZ [email protected]