Professional Documents
Culture Documents
01 Content Strategy
02 Content Design
03 Content Delivery
Introduction
Capturing audiences today requires far more than strong copy and appealing
creative. At NewsCred were keenly aware that brands and agencies are striving to
keep up with the rapidly growing need for high-quality content thats both relevant
and personalized. So its with great excitement that we share this content marketing
white paper, packed with detailed case studies and how-to tips for your content
marketing education needs.
Content marketing has evolved into a $44B industry, and is widely viewed as a top
priority by 39% of client-side marketers, up 10% since last year.1 As champions of
high-quality content, and the institutions that compose it, we have a vested interest
in seeing successful examples of its distribution, monetization and consumption.
Tracking the changes taking place in publishing, advertising and technology, our
aim is to deliver actionable intel to digital marketers, innovators, publishers and
syndication teams, giving you the tools to implement, manage and measure your
investment in content.
Well address the three key aspects of content marketing: strategy, design and
delivery. Upon completion, youll be able to identify the distinct stages of a powerful
content marketing campaign, from initial engagement to revenue generation,
pinpointing metrics along the way.
Chapter 1
Content Strategy
Content marketing requires
strategy and structure. A critical
first step to getting your message
right and keeping consumers
actively engaged is understanding
your brands top-line goals and
marketing objectives. A strong
content marketing strategy will not
only hold you accountable, but will
enable you to deliver real results:
increased traffic, engagement,
leads and sales.
Traditional
marketing talks
at people. Content
marketing talks
with them.
Doug Kessler, CoFounder & Creative Director, Velocity Partners
Content
Strategy
Pepsi
In 2012 Pepsi launched Pulse, a socially fueled content hub populated by pop
culture and entertainment news from across the web. In doing so, they took a
radically different approach: no longer focused on product alone, Pepsi chose to
put content first.
1.1
Connect the dots:
link business
objectives with
consumer interests
Pepsi staff spent nine months developing their content and social strategy,
diligently researching their audience and talking to thousands of fans. With Pulse,
the company hoped to recreate, as chief creative officer Brad Jakeman says, the
place that Pepsi already owns in peoples hearts and minds. 2
From new music and video releases to in-depth concert coverage, they chose to
mix an array of content they knew would foster participation and social sharing.
Within the first month of launch, the newly minted homepage attracted 87% more
unique visitors and saw a 2,700% increase in social referrals.
Pepsis long-standing relationship with pop culture and music helped to mold
their visionearning them the right to participate in the conversation. Their focus
was threefold: first, create an authentic experience around the brands core
propositionentertainment and pop culture. Second, mirror consumer behavior
patterns by delivering content in real time, curated to hyperlocal audience
interests. And third, spark social sharing across Twitter, Facebook and Instagram
through highly visual content, catchy headlines and consumer incentives.
Content
Strategy
GE
1.2
Build a production
powerhouse: act
like a newsroom
to scale.
GEs Tumblr-powered magazine Txchnologist successfully publishes brandadjacent content thats both valuable to their target audience and reflective of the
brands inherent mission and services.
Like a traditional newsroom, topics covered by the Txchnologist editorial team,
like renewable energy, computing, science and transportation, are strategically
produced and promoted according to real-time trends and the way in which users
consume content across screens. With clear editorial calendars and meetings,
writers regularly create thought-provoking original contenton average, over 42
posts a month! Content is extremely niche and targeted to a specific audience
drawn to the future of industry and technology, covering such granular topics as
advancements in space exploration, climate change, pollution, mining technology
and molecular science.
Ensuring that Txchnologist captivates readers, adds value and speaks to the
brands ambitions is top of mind, according to GEs head of digital marketing,
Katrina Craigwell.
With Txchnologist, we think a lot about what it takes to capture mindshare. Were
competing with any publisher thats producing compelling content for audiences
that are passionate about science and technology. Its pushed us to be really
creative with our storytelling, with the goal of adding value alongside some of our
favorite publishers.
Content
Strategy
Marketo
For marketing automation platform Marketo, content is the fuel that generates
revenue. By organizing content into three stagesearly, middle and lateMarketo
is able to grasp customers at every step of the sales funnel:
The early stage: When a prospect has indicated no interest in Marketo
Is comprised of top-of-funnel educational content such as eye-catching videos,
1.3
Prove ROI: create
content that sells
Chapter 2
Content Design
Images and video are quickly
becoming main drivers of how we
consume content on the web. Tumblr
is now the worlds most popular
blogging platform, and both Tumblr
and Pinterest see significantly higher
engagement levels than that of
Twitter, LinkedIn or Google+.5
A strong visual narrative is integral
to content curation; a sites design
should be informed by the content
it houses. On-brand content design
allows consumers to identify your
brand from a visual standpoint, and
compels brands to create a clearly
defined style.
Content
Design
J.Crew
J. Crew, renowned for its strong visual philosophy and carefully curated
lookbooks, has used their revamped catalogue, or style guide, as a catalyst for the
brand to develop a uniquely identifiable personality. The universally recognized
brand, once a catalogue-driven business with little marketing cache, has emerged
as a force in the social media and content space.
2.1
Use strong visuals:
build a lifestyle
through design
The style guide layers designer profiles and style insights on top of eye-catching
photography and spreads of bold, colorful products. The publication bears a
closer resemblance to a monthly fashion magazine, rather than a sales-focused
platform promoting seasonal items and sales.
J.Crew has developed an acutely discernible style, taking the notion of traditional
New England prep from conservative to cosmopolitan. Clean lines, geometric
shapes and tailored edges are key aspects of the line, elements of which are
reflected in both the lines clothing and content. J. Crews Tumblr is simple,
sophisticated and proportionalsimilar to the crisp Oxfords and simple slacks they
produce.
The J.Crew lifestyle rests upon the foundation that visually appealing images are
more likely to catch customer attention than deep discounts. From the moment a
prospective shopper encounters the retailers e-commerce site, a physical retail
location, or even its monthly catalogue, Instagram account or company blog,
theyre flooded with a visual narrative that screams J.Crew.
Content
Design
Whole Foods
Whole Foods Markets digital magazine Dark Rye is proof of the fact that visual
storytelling is most immersive when told using multiple mediums. Dark Ryes
content is created with the companys target customer in mind: individuals
who identify with an organic, sustainable lifestyle and have an appreciation for
2.2
Use multimedia
to craft immersive
experiences:
storytelling across
platforms
While exploring the Whole Foods Market story, we came across really inspiring
and interesting people, said Vadan Less, senior director of content at Whole
Foods. We found we had a lot of content and that there was a need for it in the
community. Out of that, Dark Rye manifested. We tell stories about vendors, but
we also delve into peoples lives with the hopes of inspiring others to make a
change themselves, and to change the world around them.
Dark Rye, published monthly, is ripe with various mediums and means of narration.
The stories within the publication are organized as a series of multimedia pieces
that revolve around a single topic. For example, a recent issue showcased the
story of actor Kumar Pallana through a short video and written feature. These
stories were accompanied by more content related to his life: simple recipes, a
written feature on Ayurvedic healing, and an illustrated, step-by-step guide to
meditation. Content is then broadcast using a variety of channels, including a
beautiful Tumblr, Twitter, Vimeo, and a recurring post on the Huffington Post food
blog. -Since its launch, the digital magazine has won numerous awards including a
recent James Beard Award for Group Food Blog.
Content
Design
USA Today
Poor structure and web design prohibit users from fully immersing themselves
in your site, compelling them to exit at a higher rate and absorb and share less.
Before you determine the look and feel of your site, craft a content plan that is
complemented by intelligible and straightforward navigation.
2.3
Craft a complete
content experience:
consider all
elements of UX
The online version of USA Today is a great example of development with multiple
screens in mind. The site, designed once for cross-platform usage on mobile,
tablet and desktops, allows for easier publishing on the back end and a seamless
user experience that is both device agnostic and consistent.
A simple navigation bar makes for easy discovery, and the use of dynamic
headlines that appear when you hover over an articles photo icon provides a
glimpse into an article without any commitment. In the absence of continuous
scrolling, users are able to choose when they want to populate new content, and
personalized functionality allows readers to decide how headlines are displayed,
using either a grid or list structure.
Chapter 3
Content Delivery
Even the most compelling content
can get lost in the shuffle without a
proper distribution strategy to support
it. In order to hook consumers and
keep them coming back, you must
be armed with a tactical approach
for delivery and promotion.
Content is king,
but distribution
is queen and she
wears the pants.
Jon Steinberg, President, Buzzfeed
Content
Delivery
Oreo
Generating buzz in real time requires knowledge of social media and consumer
behavior. When Oreo jumped on the back of the Super Bowl blackout earlier this
year, they had more than just quick Twitter fingers ready at the gate.
Oreo chose to lean on the iconic brands 100th birthday as a way to promote their
3.1
Deliver content
that matters:
achieve real-time
marketing success
rich history via modern-day media, using Super Bowl 2013 as their stage. So,
when an electrical delay caused the stadiums lights to go dark, Oreos marketing
team took advantage of the blackouts shock factor with their Dunk in the Dark
campaign.
As viewers and Oreo fans sat in the dark, waiting for the game to resume, Oreo
cleverly tweeted Power out? No problem. with a picture displaying a new slogan
You can still dunk in the darka timely and amusing play on a moment that
resonated with millions of viewers at the time. By tapping into the moment, Oreo
became hyperrelevant in the midst of an event with critical mass and eyeballs. The
tweet was retweeted nearly 15K times and the brands Twitter following increased
by about 8K that day.
The key to Oreos strategy and execution was its keen understanding of social
measurement. Relying on dashboards to monitor tweets, posts and comments,
the team quickly identified when the conversation altered. This newsroom-style
approach to content production proved to be far more sophisticated than the
traditional means of social media stunt programming: not only is it proactive, its
reactive as well.
Content
Delivery
Citi
Citibanks Women & Co. is a financial and educational resource geared towards
the brands target audience: women with rising financial influence. The platform,
which provides educational content and commentary on personal financial
management, showed early success. But, after running the site for 12 years, Citi
was looking for a boost.
3.2
Start a dialogue:
pair utility
with conversation
We evaluate the subjects trending on LinkedIn today and which topics are
popular at what time of day. We also get pitches from various outlets with story
ideas so we keep a pulse on what content is interesting and we look at the RSS
feeds of members to also decide what people are thinking about at the moment,
said Alison Engle, senior director of global marketing at LinkedIn, during an
interview with Digiday.
The network has proved to be a brand awareness and lead generation vehicle
for Citi, evidence that creating a targeted distribution strategy via LinkedIn works.
Within one year, the group has grown to over 130,000 members, including over
30,000 senior level executives9. Members leave over 1,000 comments10 each
week and 3050% of users returning on a weekly basis.11
London Fashion Week via live tweets and images of Burberrys spring/summer 2012
collection. The show was also live streamed on Facebook in HD, and select items were
made available for purchase immediately after. By partnering with two of the most
powerful social networks, Burberry successfully bridged the gap between engagement
and commerce. And it proved valuable; in the first half of 2011 Burberry reported total
3.3
Drive sales:
distribute digital
content with
revenue in mind
Participation is a large part of the brands online marketing efforts, and consumer
behavior and interests are factored into every digital execution. Burberrys social blog,
The Art of the Trench, encourages users to upload photos of Burberrys iconic garment,
on Instagram, with select photos published to the blog. In 2012, the site saw a 60%+
growth in total visits.14
Burberrys most recent digital execution integrates chips with custom content into
select handbags and coats, scannable via any mobile device. Inside every chip is a
video showcasing how that exact item was made. The result? A highly personalized
and exclusive consumer experience.
In a world where
every brand is
a media brand,
quality content
sets people apart.
Footnotes
Get in touch!
1 http://econsultancy.com/us/reports/quarterly-digitalintelligence-briefing-digital-trends-for-2013
2 http://www.fastcocreate.com/1680713/pepsilaunches-first-global-campaign-live-for-now-withnew-social-platform-pulse
3 http://docs.cdn.marketo.com/definitive-guide-tomarketing-metrics-marketing-analytics.pdf
@NewsCred
sales@newscred.com
212.989.4100
4 http://www.emarketer.com/Article/TumblrBoasts-Rapid-Growth-New-AdvertisingOpportunities/1009024
5 http://www.jeffbullas.com/2012/08/27/thefacts-and-figures-about-the-power-of-visualcontent-infographic/
6 http://adage.com/article/cmo-strategy/afocus-digital-makes-burberry-relevant-ageneration/238671/
7 http://www.edelmandigital.com/2013/04/30/creativenewsroom-brand-storytelling-at-the-speed-of-social
8 http://www.crainsnewyork.com/article/20130515/
FINANCE/130519939
9 http://emea.marketing.linkedin.com/blog/connectpasses-80000-milestone-for-citi/
10 http://emea.marketing.linkedin.com/wp-content/
uploads/2012/11/LinkedIn-Case-Study-Citi.pdf
11 http://www.forbes.com/siteslydiadishman/
2011/09/19/burberrys-tweetwalk-delivers-to-themasses-and-challenges-fashions-old-guard/
12 http://www.burberryplc.com/documents/fullannual_
report/burberry_ar_final_web_with-urls_indexed.pdf
Photo Credits (in order of appearance):
1.
2.
3.
4.