1. Confidential for internal purposes only
360o Content
Marketing
Integrating Paid, Owned, &
Earned Media to Earn
Consumer Trust

2. Confidential for internal purposes onlyCharles Schwab
Content is the currency to earn investors’ trust
The Challenge
 Most investors are satisfied with their current firms
 They are not always ‘shopping’
What we need
 A new way to influence their perception of Schwab
 Trigger re-evaluation
Mission:
To influence investors’ perception of Schwab and engage them to take action…
…we will demonstrate Schwab’s expertise by…
…developing and delivering useful, actionable, and thought-provoking content…
…on their terms, across devices and channels they most prefer
1360 Content Marketing

3. Confidential for internal purposes onlyCharles Schwab
Supporting our mission requires a multi-dimensional team
that can deliver in each aspect of the marketing lifecycle
Content
Development
Channel
Experience
Content
Distribution
New Channel Development
Web Mobile Advertising
+
2360 Content Marketing

4. Confidential for internal purposes onlyCharles Schwab
To set the stage, we first started by analyzing a series of
‘consumer journeys’…
3360 Content Marketing

5. Confidential for internal purposes onlyCharles Schwab
Etc.
…and defining the distinct ‘mindsets’ around which we
wanted to design our ecosystem
×
Segments
Mindsets
4360 Content Marketing
Shopping Searching Educating Planning Transacting

6. Confidential for internal purposes onlyCharles Schwab
Based on this understanding we created a strategy &
ecosystem to integrate owned, earned, and paid channels
5360 Content Marketing
Highlights
• Hub
• Spokes/Satellites
• Drivers
• Paid
• Earned
• Owned
• Emerging Channels

7. Confidential for internal purposes onlyCharles Schwab
To operationalize this strategy, we evangelized and
assembled the necessary organizational components
360 Content Marketing 6
Strategy &
Governance
Plan
Develop
Distribute
Measure
Executive Steering Team
Integrate across Owned,
Earned, and Paid
Priorities, Topics, Tone
Macro and Micro trends
Quant/Qual Input
Effectiveness of:
- Strategy
- Content
- Creative
- Channel
Content Calendar
Campaigns
Timely vs. Evergreen
Formats

8. Confidential for internal purposes onlyCharles Schwab
We are building an entire discipline around Content
Development
 What governs the
content we
produce?
What are we
trying to achieve?
 When should we do what needs to be
done? (Editorial calendar and
Channel programming)
 How do we know our content is
effective?
7
Content Principles
• Transparency
• Simplification
• Consumer-centered
• Actionable
• Thought-provoking
360 Content Marketing

9. Confidential for internal purposes onlyCharles Schwab
Examples
8
Investing Ideas Digital Hub
360 Content Marketing
Rich Media Assets: Videos and
Infographics
Print Magazines

10. Confidential for internal purposes onlyCharles Schwab
We are designing ‘fluid’ Experiences that can port across
legacy and emerging channels
360 Content Marketing 9
Key Principles
• Treat content like a ‘product’
• Optimized for value and action
• Customized for the right type of action
• CTAs
• Content
• Product/Services
• Experts/People

11. Confidential for internal purposes onlyCharles Schwab
Channel Experience – Web
360 Content Marketing 10

12. Confidential for internal purposes onlyCharles Schwab
Channel Experience – Mobile – Native iOS app
360 Content Marketing 11

13. Confidential for internal purposes onlyCharles Schwab
We are focusing heavily on Distribution to ensure that
we’re in the right places at the right times
360 Content Marketing 12
Results
Demand
Fulfillment
Demand
Generation
Key Principles
• We need to demonstrate our expertise in
the right places at the right times for
consumers who may be in multiple modes
or mindsets
• Show is better than Tell
• Core Elements
• Curate and Create Content
• Identify the right media channels
• Establish a presence
• Be relevant and contemporary
Content Distribution,
Advertising, and Syndication
Traditional
Digital
Advertising

14. Confidential for internal purposes onlyCharles Schwab360 Content Marketing 13
Sample Creative Rich Media Unit
Schwab
Investing Ideas
9/13/2013
Schwab
Investing Ideas
Bet on Credit Instead
of Maturity

15. Confidential for internal purposes onlyCharles Schwab360 Content Marketing 14
Sample Creative Video Unit

16. Confidential for internal purposes onlyCharles Schwab360 Content Marketing 15
Sample Creative Article Syndication

17. Confidential for internal purposes onlyCharles Schwab360 Content Marketing 16
Sample Creative Paid Social

18. Confidential for internal purposes onlyCharles Schwab
Using a data-driven approach, we have started optimizing
our distribution efforts across content, creative, and
placement
360 Content Marketing 17
Optimize
Content
Type
Creative
Placement
CTAs
Content
Titles
Content
Format
Highlights
• Phased approach
• A/B Testing
• Calls-to-Action

19. Confidential for internal purposes onlyCharles Schwab360 Content Marketing 18
This approach has paid off by increasing performance
while lowering the effective cost per interaction
Highlights
• Interaction rate increased by orders of magnitude with CPI dropping dramatically
• Channel driving both – brand interaction as well as acquisition
Campaigns over time
Interaction Rate
Cost per Interaction

20. Confidential for internal purposes onlyCharles Schwab
Results!
19
x MM y MM
In 6 months, we increased engagement with our branded content
BEFORE
Jan – Jun 2013
Breakdown of Interaction by Tactics
Interactions by type
of tactic: Rich-
media, Content
Syndication, Video,
Content
Aggregators
We are expanding the reach of Schwab’s experts through content distribution.
• With a fraction of traditional tactic spend, we increase awareness AND branded
content engagement by an order of magnitude
• A significant majority of the audience traffic is from prospects
MM incremental
content
interactions across
owned, paid,
earned media
channels
AFTER
360 Content Marketing

21. Questions?
20360 Content Marketing