2. Content is King ! But where do you
start ?
Louise Schirmer - CUB
iMedia Brand Summit

3. Today:
33
3

9. Content is King
‘‘Content’ means the creationof original content or the curation
of content for the benefit of your audience. ‘Marketing’ means
getting people to discover and engage with your content.’
Gilad de Vries

10. Audio
Games
Apps
Contests
CommentsText
Graphics
Photos
Videos
Content is…

11. Why is Content King ?
Most importantly………
It’s the reason that people are engaging with digital channels.
Providing path
to purchase
Influencing Customer
Decisions
Soliciting
Feedback
Functionality Building Trust Information Enjoyment

12. Welcome to the Attention Economy

14. Where to start ? – Strategic approach to each
channel
Websites
Deeper content,
specific detail,
end of the path
to purchase
Social Media
Conversations, and
conversation
starters, Badge Me
Visual Social Media
Stories and Videos –
entertain me, Badge
Me
Mobile Apps
Functionality and
entertain me on the
go
What is the objective in the overarching communications plan ? What’s the
consumer experience objective ?

15. Profile 1
How do we get Consumers there?
Online Content Drivers
…to seekout INTERESTS
…to fulfil interest NEEDS
…from BRAND /
PRODUCT
• Sports results
• Tickets to
sports events
• Product info
• Brand history
• Responsible
drinking
• Right to play in
“sports”
• Sports
Profile 2
• Tickets to
music events
• Access to
exclusive music
content
• Product info
• Brand history
• Responsible
drinking
• Right to play in
“music”
• Music /
entertainment
What are our consumers looking for online…
1
5

16. What where ?
Digital Touch Point Roles & Priorities
Awareness
Engage & Educate
(Accept)
Drive Trial
(Respect)
Loyalty
(Commit)
MediaPartnership
PaidSearch
InfluencerOutreach
NaturalSearch
MobileApp
Website
eDMNewsletters
MobileAdvertising
LifestyleSponsorship
SportsSponsorship
Off-PremiseActivation
On-PremiseActivation
Priority Objective
for KPI setting Secondary Objective
DisplayBanners
FacebookFanPage
1. Prioritise 2. Pilot
OnlineVideo
DigitalCoupons
3. Phase Out

17. How do we get there?
Digital Property Roles, Content & KPIs
1
7
•KPI: Drive loyalty
•Role: Fan community interested in Brand, Sports & Music
•Traffic source: Facebook Ads
•Traffic push: Website for further engagement
Facebook
Fan Page
•KPI: Engage & Educate
•Role: Entertainment channel for Sports and Music Enthusiasts
• Traffic source: YouTube Promoted Video Ads / Community Seeding
•Traffic push: YouTube Channel for further video contentBrand Channel
•KPI: Engage & Educate
•Role: Customer Service
•Traffic source: Promoted Tweets
•Traffic push: Website / YouTube for further content
Twitter
Feed
•KPI: Drive Trial
•Role: Highlight brand relevant news and upcoming Sports promos
•Traffic source: Sign-ups via paid search, display banners
•Traffic push: Website for further engagement
eDM newsletters
•KPI: Engage & Educate
•Role: Compass to direct consumers to other digital touchpoints
•Traffic source: Facebook Ads, Display Banners, Video click-throughs
•Traffic push: Facebook Fan Page, Twitter Profile, YouTube ChannelBrand Website

18. Think about Customer journeys to Deepen
Engagement
Offline
Experience
How do we seduce the consumer into a deeper experience ?

19.  Landscape Analysis
 Keyword Search
 Volume of Content
 Audience Persona
 Competitive Analysis
 Opportunities
 Challenges
 Quantitative & Qualitative Analysis
Ingredients to the Recipe

20. Top things to consider when approaching content
planning
Focus on audience-
centric, top-down brand
narrative development
that considers bottom-
up, channel-specific
audiences and function
Begin to think like
content creators and
curators
Follow a process to
discover, develop, and
refine content
Think of content as
conversation
Engaging content today
leads to more visibility
tomorrow

21. Case Study

22. The Challenge
42%
37%
15%
4%
1%
2%
52%
28%
14%
4%
1%
1%
18-24
25-34
35-44
45-54
54-64
65+
Who is talking about VB
Male Fans of the Page
Male Demographic
Age
Target Audience

23. 52%
28%
14%
4%
1% 1%
37%
34%
20%
7%
1% 1%
18-24 25-34 35-44 45-54 54-64 65+
All Content Cricket Content
52%
28%
14%
4%
1% 1%
40%
35%
19%
4%
1% 1%
18-24 25-34 35-44 45-54 54-64 65+
All Content NRL Content

24. Change to Vic Bitter Fan Demographics
16/08/12
18-24: 31.7%
25-34: 31.6%
35-45: 12.6%
45-54: 3.15%
0%
0.5%
1%
2.6%
55 +: 2.11%3.4%
17/07/1216/07/1217/06/12
18-24: 32.1%
25-34: 31.4%
35-45: 12.5%
45-55: 3.01%
18-24: 31.7%
25-34: 31.5%
35-45: 12.5%
45-54: 3.07%
-1%
1%
0%
2%
55 +: 2.06% 55 +: 2.04%-1%
18-24: 31.7%
25-34: 31.5%
35-45: 12.5%
45-55: 3.07%
55 +: 2.04%
% make up ofVic Bitter (Male) Fans – After One
Month
% make up ofVic Bitter (Male) Fans – MonthTwo

25. Changes to Demographics Engaging with Content
18-24: 30.8%
25-34: 32%
35-45: 16.3%
45-55: 0.9%
18-24: 24.5%
25-34: 33.7%
35-45: 16.9%
45-54: 6.0%
-20%
5%
3%
543%
55-64: 0.63%
65 +: 0.9%
55-64: 1.1%
65 +: 0.9%
43%
0%0%
18-24: 28.5%
25-34: 31.1%
35-45: 15.3%
45-54: 5.7%
-8%
55-64: 1.6%
65 +: 1.0%
45%
18-24: 24.5%
25-34: 33.7%
35-45: 16.9%
45-54: 6.0%
55-64: 1.1%
65 +: 0.9%
16%
-9%
-5%
11%
% of engagement -Vic Bitter (Male) Fans – Month
One
% of engagement -Vic Bitter (Male) Fans Month Two

26. Example

27. Questions?