August Luncheon August 9, 2017 UPCOMING EVENTS South Sound Summer - - PowerPoint PPT Presentation
August Luncheon August 9, 2017 UPCOMING EVENTS South Sound Summer Social: PEAKS & PINTS Date: August 17th, 2017 Time: 5:30 to 7:30 pm @ Peaks & Pints., Proctor Tickets Available Now Lunch: LEADING STRATEGY THROUGH INSIGHTS Date:
August Luncheon August 9, 2017
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South Sound Summer Social: PEAKS & PINTS
Date: August 17th, 2017 Time: 5:30 to 7:30 pm @ Peaks & Pints., Proctor Tickets Available Now
Lunch: LEADING STRATEGY THROUGH INSIGHTS
Date: September 13th, 2017 Time: 12:00 to 1:30 pm @ Washington Athletic Club, Seattle Tickets Available Now
Lunch: NW MARKETING w/ FILSON & ALASKA AIRLINES
Date: October 11th, 2017 Time: 12:00 to 1:30 p.m. @ Lake Union Café, Seattle Tickets Available Soon
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AMERICAN MARKETING ASSOCIATION | PUGET SOUND
Building Your Strategy
Your content is what all your other marketing activities revolve around
Content
Credit: Gini Dietrich, Spin Sucks
Consumers crave content and information relevant to their lives.
70% of consumers want to learn about products through content rather than through traditional advertising – MDG Advertising Average consumer spends 60 hours per week consuming content across devices - Nielsen
They seek it out from multiple sources.
More than half of all Americans report using between three and five methods of discovery to find out about the news – American Press Institute
They don’t care if it’s paid or editorial.
Viewers spend nearly the same amount of time reading editorial content as native ads – ShareThrough
But as they are increasingly inundated with content, consumers are increasingly skeptical and more difficult to engage.
As consumers become more digitally empowered, brand messages lose their impact – and likelihood
Why are you creating content?
Awareness/Vi sibility
Reputation Management
Behavior Change Thought Leadership Trial/ Purchase Loyalty
What is your audience willing to engage with?
Build a strategy based on insights
▪ Stakeholder Interviews ▪ Keyword Research ▪ Social Listening ▪ Conversation Channels ▪ Influencer Identification ▪ Competitor Analysis ▪ Personas
Mapping & Engagement (Conversation Maps) Analysis, Reporting (Metrics) Target Audiences (Digital Demand Mapping)
▪ Create Messages and Stories to Tell ▪ Editorial Calendar Design ▪ Content Curation & Development ▪ Enterprise Listening ▪ Employee/Member Activation ▪ Craft Measurement Strategy ▪ Digital Performance Scorecards ▪ Present Reports ▪ Deliver Insights
REFINE
Week of: January 16, 2017 Theme: Mind, Body and Soul
Topic/Campaign Type Original Publish Point Promotion/ Distribution Target Date Bag Spill/Workout Essentials Shared Content Partner Instagram Instagram, Twitter, Facebook 1/20/17 Smart Snacking Article Steaz Blog Instagram, Twitter, Facebook 1/22/17
How are you going to meet their information demand?
Build conversation maps and content based on insights
Mapping & Engagement (Conversation Maps)
▪ Messaging/Stories ▪ Channel/Format Mix ▪ Editorial Calendar ▪ Content Audit, Curation & Development ▪ Employee/Member Activation
EMBRACE
How will you measure success?
Develop success metrics tied to your objectives
Analysis, Reporting (Metrics)
▪ Craft Measurement Strategy ▪ Digital Performance Scorecards ▪ Present Reports ▪ Deliver Insights
COUNT
Shannon.Riggs@FinnPartners.com www.linkedin.com/in/shannonriggs/
www.lanepr.com
PSAMA – August 9, 2017
Creates Trust Builds Brand Improves SEO, PR, Social Ups Conversion Rate
Your measurement plan must align with your business objectives
Are We Creating the Right Amount of Content at a Reasonable Cost for Positive ROI? Content Creation & ROI Metrics How Often Does Content Consumption Result in Generating a Lead? Lead Generation Metrics How many people viewed, downloaded, watched or listened? Did We Actually Make Any Money Based on Our Content? How Well is Our Content Resonating with Audience? Is Our Content Good?
Sales Metrics Content Sharing Metrics Content Consumption Metrics
Many Formats
Content Planning Creation Syndicate + Promote Measure Review, Reward, Repeat
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