Webinar Building Trust And Customer Preference With Content Marketing Ryan Skinner, Senior Analyst July 25, 2013. Call in at 10:55 a.m. Eastern time

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Start by understanding your customers’ situation Seeking context Overrun with choices Perpetually connected Image source: Allegra Network (http://www.allegranetwork.com/) Pressed for time

Influence customers more effectively via content they select Source: March 21, 2013, “How To Build Your Brand With Branded Content” Forrester report

Help customers navigate the paradox of choice

Reach people in-context on smaller mobile or tablet screens

Priority: Improve signal-to-noise ratio Information on any given topic What I need to know

Why content marketing makes sense for the new customer Uses channels customers trust: search, social, and owned Instead of channels they distrust (paid advertisements) Provides context and helps customers make decisions Instead of pushing just one more product adding to customers’ confusion Adds value in the context of a customer-driven experience Instead of interrupting customers with a message they didn’t ask for Respects the pressure on customers’ time Instead of adding to the things they need to ignore, skip, or avoid

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Four steps to content marketing success Start with a business goal, such as brand awareness or sales-qualified leads. Use it to ring-fence scope and measure success. Build rich and detailed customer profiles. Identify the language, emotions, needs, and media choices of your target audience. Identify your unique value as a source of content. Exclusive data, context, community, expertise, or interface create uniqueness. Be generous. Give away some of your best data and insights to earn reciprocity.

REI: brand lift, unique community, and unique interface Clear focus on brand awareness and brand lift with persistent logo Image source: REI (http://www.rei1440project.com/) Investment in unique interface to give community a platform

Booz & Company: subscription to CRM and social + cross-promotion Subscribe to (paid) print magazine. Subscribe to (free) e-newsletters (CRM). Image source: Booz & Company (http://www.strategy-business.com/)

Soft paywall: Subscribe with social login or email. Booz & Company: subscription to CRM and social + cross-promotion (cont.) Soft paywall: Subscribe with social login or email. Image source: Booz & Company (http://www.strategy-business.com/)

Cross-promotion of chunky research piece: 2012 CEO Study Booz & Company: subscription to CRM and social + cross-promotion (cont.) Cross-promotion of chunky research piece: 2012 CEO Study Image source: Booz & Company (http://www.strategy-business.com/)

SAP: addresses the savvy businesswoman profile Mobile-centric fashion intel and alerts for time-pressed, savvy businesswomen (powered by SAP big data analysis) Source: My Runway (http://www.myrunwayapp.com/)

Intel: collaborates with VICE on unique, behind-the-scenes content Unique video and podcast content for “making of” hit Daft Punk album Sources: Random Access Memories (http://www.randomaccessmemories.com) and Spotify (https://www.spotify.com/)

Shopify: Small web app packages up big educational gifts Significant investment in free tutorials to help educate and create future customers Source: Ecommerce University (http://ecommerce.shopify.com/)

Coordinate content, channel, and audience needs

Tourism Australia: reach by enabling a community Producing and managing content purely for awareness (no attempt to drive a sale) Image source: Facebook (http://www.facebook.com/)

Airbnb: depth by producing city neighborhood guides Source: Airbnb (https://www.airbnb.com/) You know Airbnb. You know where you’re going. Airbnb helps you make a great purchase.

Barclaycard Ring: relationship by sharing and asking for input Above and beyond simple reporting; inviting users to vote on features; crowdsourcing content and input to product Source: Barclaycard Ring (http://www.barclaycardring.com/)

Basic principles for content marketing Start with a business goal. Build profiles. Focus on your area of expertise. Be generous. Match content to customer journey.

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Don’t allow compliance to be a constraint This is an open, opt-in line of communication. No personal data will be grabbed without consumer’s knowledge. Content marketing does not introduce new risks. Familiar social media marketing rules will apply here. Social media monitoring tools can flag and hold content with trigger words. Work with partners who know the playing rules. Publishers and journalists who know the dos and don’ts

Roche Diagnostics’ Accu-Chek PROVIDES INFORMATION ABOUT THE CONDITION, NOT THE PRODUCT Documented health innovation stories and news tied to twitter Focuses on a specific customer: diabetes sufferer seeking advice and community Source: Roche Diagnostics (http://www.accu-chekdiabeteslink.com)

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Choose metrics that help you improve steadily Start with your awareness efforts. The toughest area yet the most valuable Match your business goal with a relevant metric. Conversions, sign-ups, subscriptions, Net Promoter Score, consumer surveys Track tactical performance to spot opportunities. Views, shares, inbound links

Optimize around little bets Go from big bang campaign thinking to iterative evolution. Experiment with topic, format, style, length, etc. Put creatives and analytics side-by-side. Scale up what works little by little. Start small Broaden

Content marketing and the new customer Agenda Content marketing and the new customer How to do content marketing right Managing compliance Ongoing performance optimization Recommendations

Recommendations Start by focusing on your customers’ burning questions and issues. Stick to your area of authority. Give away value to trigger reciprocity with the audience. Communicate an iterative approach with testing and improvement.

Ryan Skinner +44 207.323.7717 rskinner@forrester.com Twitter: @rskin11