Content Marketing 101: Overview of Content Marketing

Overview of Content
Marketing
Case Study, Concepts, and
Debatable Ideas

Kenny Ong
Unilever Network Malaysia

http://totallyunrelatedrandomanddebatable.blogspot.com/

Branding today…
13th April 2009

•Two Domino’s employees
•YouTube

•Apology from Domino’s after
48 hours
•1 million hits
•Twitter: questions on silence
•LinkedIn: suggestions by users
in forum
BusinessWeek, May 4, 2009

2

Domino’s GPS Tracker


3

130 YEARS & STILL GROWING

167,000 employees
Work for Unilever

€50 Billion
Worldwide sales in
2011

400 Brands

2 billion people
Use Unilever’s products
Each day worldwide

Sold in 180 countries


4


5

Agenda

Business

Target

CONTENT

Channel


6

THE REAL GOAL OF
MARKETING AND BRANDING
Understanding our role in the whole scheme of things

The real goal of Marketing and
Branding
Understanding our role in the whole
scheme of things


8

PR back then…

18th century: press relations,
lobbying and, celebrity campaigning

World War I: U.S. publicity

1920’s: Tobacco Industry
Source: Wikipedia.com

9

Role Of PR & Communications in
the OLD DAYS?
1. helping find or create great stories,
2. translating stories into the language that
the right audience can understand,
3. using the best tools to reach those
audiences,
4. listening the to feedback and echoes the
stories create,
5. engaging in the appropriate way, and
6. Gatekeeper (unfortunately)

10

What has Changed?
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms

•
•
•
•
•
•

Stories
Translation
Reach
Listening
Engaging
Gatekeeper


11

What has NOT changed?
• Content Marketing
• Social Media
• Engagement
• SEO
• Syndication &
Distribution
• Platforms

•
•
•
•
•
•

Stories
Translation
Reach
Listening
Engaging
Gatekeeper

The ROLE


12

What Changed?

Audience

Channel

Change

Story

Tools


13

What is the purpose of
Marketing & Branding?

Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”

“Retention and Loyalty are useless if
No Conversion is happening.”
Sergio Zyman

14


“Retention and Loyalty are useless if
No Conversion is happening.”
“Communication is useless if No
Conversion is happening.”


15

What is the Objective?

1.Comm = Relationship (something like
Dating)
2.Comm ≠ Media glitz
3.Comm ≠ ATL/BTL/BwTL/ArTL/FTL
4.Comm ≠ CSR
5.Comm ≠ Social Media
6.Comm = Get more people, to buy
more, more frequently, at higher prices

16

Agenda

Business

Content
Target

Channel


17

THE BUSINESS MODEL
The biggest impact

The McPlaybook*
Make it easy to eat
• 50% drive-thru
• Meals held in one
hand

Make it easy to prepare
• High Turnover
• Tasks simple to learn
& repeat

Make it quick
Make what customers want
• “Fast Food”
• Prowls market for new
products
• Tests new products
for Cooking Times • Monitored field tests
*Adapted from: Businessweek , Februrary 5th 2007

22

What is the Business Model?
•Google
•Tata Nano

Profit Model

USP

Market
Discipline


23

Business Model: Profit Model

Revenue
Assets

Cash
Flow

Cost

Margin


24

What is the Business Model?

USP

Profit Model

Market
Discipline


25

Market Discipline
Product
Leadership

"A great deal!"

• Features,
Benefits
"Constantly renewing and creative"
• Limited
"Always on the leading edge"
Range
"They are the most innovative"

Operational
Excellence

Excellent/attractive price
Minimal acquisition cost and
hassle

• Cost
Lowest overall cost of
• Convenience
ownership
• firm"
"A no-hassles TCO

Convenience and speed

Customer
Intimacy
"Exactly what I need"
Customized products
Personalized communications
• Solutions
"They're very responsive"
• Preferential service and
Customization
• Breadth &
flexibility
Recommends what I need
Depth
"I'm very loyal to them"
Helps us to be a success

Reliable product and
service

26

Market Discipline
"They are the most innovative"

Product
Leadership

•LV

"Constantly renewing and creative"
"Always on the leading edge"

•Air Asia
"A great deal!"

Operational
Excellence

Excellent/attractive price
Minimal acquisition cost and
hassle
Lowest overall cost of
ownership
"A no-hassles firm"
Convenience and speed

•Ramly

Customer
Intimacy
"Exactly what I need"
Customized products
Personalized communications
"They're very responsive"
Preferential service and
flexibility
Recommends what I need
"I'm very loyal to them"
Helps us to be a success

Reliable product and
service

27

Alignment & Consistency:
Market Disciplines
Product Leadership
(best product)

Operational Excellence
(low cost producer)

Customer Intimacy
(best total solution)

Ref: The Discipline of Market Leaders, Michael Treacy & Fred Wiersema; 1995

28

Market Disciplines
Product Leadership
(best product)

(low cost producer)

Customer Intimacy


29

Market Disciplines
Product Leadership
(best product)

(low cost producer)

Customer Intimacy


30

Disciplines, Priorities, and KPIs
Operational
Excellence
•

Fast (on demand)

•

Simple

•

Responsive

•

Consistent
information for all

•

•

Management by
Fact

•

Easy to do
business with

Error free, reliable

•

Customer Intimacy

Competitive price

•

Product Leadership
New, state of the
art products or
services

Meet volatile
customer needs

•

Have it your way
(customization)

•

Fast concept-tocounter

•

Market segments
of one

•

Never satisfied obsolete own and
competitors'
products

•

Proactive, flexible

•

Relationship and
consultative
selling

Learning
organization

•

Cross selling

Transactional

•

Risk takers

•

•

•

'Once and Done'

•


31

Alignment & Consistency
Product Leadership
(best product)

(low cost producer)

Customer Intimacy


32

Alignment & Consistency
Apple powerful Product Leadership
(best product)
products, premium
pricing, limited range

Acer super lean
cost structure,
aggressive pricing
(low cost producer)

Still Doing
well in
2009/2011

HP well-balanced
portfolio, mass
customization
Customer Intimacy


33

Market Disciplines: Hardware
Apple powerful
products, premium

‘Locals’ super
lean cost structure,
aggressive pricing
(low cost producer)

Product Leadership
(best product)

Still Doing
well in
20122013

Samsung wellbalanced portfolio,
mass customization
Customer Intimacy


34

Market Disciplines: Technology
Apple powerful
products, premium

Amazon super
lean cost structure,
aggressive pricing
(low cost producer)

Product Leadership
(best product)

Still Doing
well in
20122013

Google wellbalanced portfolio,
mass customization
Customer Intimacy


35

Business Model

USP

Profit Model

Market
Discipline


36

Agenda

Business

Content
Target

Channel


37

UNDERSTANDING THE TARGET
The power of targeted communications

Understanding the Target


40

Target: Decision Chain

Influencer

Again: different type,
different strategy

Buyer
User

41

Market Penetration Overview
• “Crossing the Chasm”

1. Need to attract the
Early Adopter (willing
to try) group first via
neutral and niche
products

Resistant to taking up new
product (prefer ‘safe’ route)

2. The Mass market will
follow once they see
early adopters joining

3. If company does not
innovate or has weak
retention plans,
customers will leave


42

Men vs. Women: Getting Dressed

Content for WHO?

Age
Gender
Location
Language
Interests

45

What does the Customer
want?

Product/Service Attributes

* Treacy & Wiersema, The Discipline of Market Leaders, 1995

Relationship


Image

46

want?
Operational Excellence: Quality and selection in
key categories with unbeatable prices


Price

√

Time
Quality

Relationship

Selection


√


Image

Smart
Shopper

47

want?
Product Leadership: Unique products and services
that push the standards

√

√

Time
Brand

Relationship

Function


√


Image

Best
Product

48

want?
Customer Intimacy: Personal service tailored to
produce results for customer and build long-term
relationships
√

Service

√
√

Relationship

√


Relations


Image

Trusted
Brand

49

Go-To-Market: Different Customers,
Different Methods

Self Reliant

Need Help

Seek
Change

Searchers

Collaborators

Seek
Stability

Streamliners

Delegators


50

Different Methods
Self Reliant
Seek
Change

Searchers

Seek
Stability

Streamliners

Need Help
Collaborators
•touch and feel
•‘first’ to know
•Talk to technicians/experts
•pros and cons, trends, lots
Delegators
of info
•Offer choices
•Online resource
•innovations, new stuff


51

Different Methods

Self Reliant
Seek
Change

Searchers

Seek
Stability

Streamliners

Need Help
•Minimize risk
•Standardization and
consistency (routines)
Collaborators
•Wants systems to follow
their habit

Delegators


52

Different Methods
Self Reliant
•Treats Store Personnel as
Seek
consultants
Searchers
•Pilot projects, process
Change
improvements
•Co-discover new
applications for existing
Seek
Streamliners
business/products
Stability
•Ongoing coaching and
value-added services

Need Help
Collaborators

Delegators


53

Different Methods
Self Reliant
Seek
Searchers
Change choices
•narrow
•Pre-package, pre-select
(default)
Seek
Streamliners
•Make it easier to renew
Stability to cancel
than
•Focus on a specialty
(niche)
•Honesty, reliability, Trust

Need Help
Collaborators

Delegators


54

Agenda

Business

Content
Target

Channel


55

RIGHT TOOLS, RIGHT TIME,
THE RIGHT AUDIENCE
The power of targeted communications

Marketing Mix Trends


57



58

1.
2.
3.
4.
5.
6.
7.
8.

Email is still the best tool
SEO (Google PageRank) is the key
Blogs increase SEO
Press Release with pictures
Event Marketing is powerful
Social Media budgets will 2X
Customer Testimonials
Visual and Video

59

The Unfortunate World of Social Media


60

Things to note about Social Media
• Social Media ≠ Sales Weapon
• Social Media ≠ Media Weapon
• Social Media ≠ Direct Marketing
There is no Silver Bullet


61

So What’s the Use of Social Media?


62

The Right Tools for the Job

Quality/Intensity of
Communication

Personal
(exp)

Personal
(info)
Mass Traditional, Inhome, Out-Of-Home

Impersonal
(info)

Mass Unconventional
Mass Online

Individual

Mass

Reach of Communication

63


Communication

Personal
(exp)
Mass Targeted
Conventional

Personal
(info)

Mass Targeted Online
E.g. Annual Reports,
Analyst Briefings, IR
Roadshows, IR Website

Impersonal
(info)
Individual

Mass


64


Communication

Personal
(exp)

Personal
(info)

Contests

One-on-One

Individual Targeted
Conventional

Individual Targeted
Online

Impersonal
(info)
Individual

Mass


65


Communication

Personal
(exp)

Personal
(info)
Impersonal
(info)
Individual

Mass


66

Agenda

Business

Content
Target

Channel


67

CONTENT MARKETING 101
Back To Basics

Do you face any of these problems
with Content Marketing?





Coming up with ideas/topics/titles ideas?
Creating original content?
Nobody sharing your content on social media?
Low levels of referrals to your website from
social media?
 Visitors not staying long on your website?


69

Who can do these?
1. Eye for good story -> shared on social media & drive
traffic
2. Entertain -> emotional attachment
3. ‘Stickiness’ -> improves SEO.
4. Click-through -> create great headlines
5. Quality content -> quality and originality
6. Non-salesy content -> commercially-neutral content &
maximum value to the reader.
7. Meet deadlines -> on-going activity
8. Stay within the law


70

Content ≠ Media


71

Content = Journalism


72


73

http://money.cnn.com/2013/11/25/technology/katie-couric-yahoo/


74

Optimize Your Content (1)

+

•intro
•conclusion
•cover page


75

Optimize Your Content (2)

+


76

The Future
Time to plan your new content strategy


77

Business Today…

$19.90


79

Gamification

SPARX

Developer: University of Auckland

http://www.springwise.com/health_wellbeing/virtual-roleplaying-game-helps-teenagers-deal-depression/


80

Gamification


81

Gamification
Leader Board
(Ego/
Achievement)

Activities

Community
(Belonging)

Rewards
(Satisfaction)


82

Experiential Marketing: Example

Experiential Marketing:
Example
• Opened first café in midtown New York.
• It serves coffee in a pleasing environment,
–
–
–
–

comfortable lounge
read the financial newspapers
watch on plasma screens
FREE Internet

• Customers can’t perform financial transactions in the
Café.
– > $200 million new accounts and mortgages < 1 year

• Starbucks-like prices for coffee, tea, biscotti, and other
pastries.


84

End Notes


85

Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report


86

Which Company?
American Customer Satisfaction Index (ACSI)
• 64 out of100-point scale: lower than IRS (Tax)
• 2nd last among 30 companies surveyed
• Lowest 5% among 223 companies surveyed
• Bottom 5% of all measured private sector
companies
• 500 million customers
2010 American Customer Satisfaction Index
(ACSI) E-Business Report

87

Popularly Unpopular

Popularity
≠
Affection

88


Ultimate Objective of Marketing:
“Get more people, to buy more
things, more frequently, at higher
prices.”
Sergio Zyman


89

Thank You.
soft copy of slides:

http://totallyunrelatedrandomanddebatable.
blogspot.com/

Content Marketing 101: Overview of Content Marketing

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