This document discusses moving from gut-driven content marketing strategies to insight-driven strategies using a three step process: 1) Designing for high-performance by starting with audience insights, 2) Being social at scale through developing a social media strategy, architecture, guidelines and metrics, and 3) Optimizing content to improve performance through measurement across various stages from exposure to advocacy. It emphasizes focusing on insights, trends, daily rhythms of relevant content creation and constant improvement through analysis.

1. INSIGHT DRIVEN CONTENT MARKETING
FUELING YOUR STRATEGY

2. WHY AM I HERE TODAY?
vs.

3. HOW MOST AGENCIES
APPROACH PLANNING

4. W H A T I S E E W H E N
C O L L E A G U E S S A Y
‘GOING
ON GUT
FEELING’

5. 5
FH CONTENTWORKS

6. 69% of marketers are creating more
content now than they did 1 year ago!
Content Marketing Institute 2015!

7. Trendwatching 2015!
The ubiquitous
and effortless
experience of digital
personalization.
Consumers’
desire to express
their individual
tastes,
personality and
identity.
New technologies
are now making
physical mass
customization more
accessible too.
TRENDS TO WATCH:
YOUNIVERSE

8. Trendwatching 2015!
For consumers,
knowledge means
empowerment and a
sense of control.
Constant connectivity
means consumers now
expect relevant, useful,
timely information to be
always and instantly
available.
TRENDS TO WATCH:
INFOLUST

9. Trendwatching 2015!
Social norms that
ensured people lived
the lives they ‘should’
are collapsing (not
everywhere, but on
aggregate).
The internet
created a global
brain with access
to the same
culture, ideas and
information.
Rising affluence,
an explosion in choice
and digital
experimentation mean
people can consume
according to their own
tastes.
TRENDS TO WATCH:
POST-
DEMOGRAPHIC

10. 1. DESIGNING FOR
HIGHP E R F O R M A N C E
3. OPTIMISING TO
I M P R O V E
CONTENT
2. BEING SOCIAL
@SCALE
Three key steps to moving from gut-thinking to insight-driven campaigns:

11. 1. DESIGNING FOR
H I G HPERFORMANCE

12. 1.
TRIMMING THE FAT:
START YOUR PLANNING PROCESS WITH INSIGHTS

13. AUDIENCE UNIVERSE
Understanding
human
behaviour
Helping clients
see & shape
conversations
CONTENT BUSINESS
Guiding brands
to what
resonates most
Defining returns
and
establishing
values
WE BELIEVE
INFLUENCE
EXTENDS BEYOND
MEDIA HYPE

14. Surfacing what will surprise and delight your audience
1.
Fashion Businesses
(especially
start-up)
Beauty Celebrity
gossip
Gadgets
I live with my partner and 3 year
old daughter in a city suburb
I’m a highly driven, mid senior
associate in a professional
services firm
My family and
career are very
important to me
I will pay more if a
product is eco-friendly
I like to buy brands that make
me feel part of a community
I prefer to purchase the
premium version of a product
I rarely act on gut feelings - rather
I do a lot of research before purchase
I’m concious of
what the brands I
chose say about me
My hobbies
are a mix of
work and play
My mobile keeps me plugged in to:
Manage my
finances
Play
games
Keep
in touch
Manage
my home
I am constantly
connected
I will mention or
review products I
love
I’m interested in following
brands online, but I want to be
spoken to like a person
I wish more social channels had
retail stores or customer service
Search engines and customer
reviews are my first source of
information when thinking of a new
product to buy
I’m hyper socialI belong to communities
for all the hobbies
I pursue and things
I find inspiring
Robin
I enjoy speaking to
others with similar
interests, and seek
throughout across social
Communities give me
space to share my
opinions and advice
Social networks are a
space for me to find
inspiring images,
music, or entirely new
and unexpected things
I read about
DIY Team
sports
Home
projects
I enjoy
Pen
portraits

15. Surfacing what will surprise and delight your audience
Focus groups A/B testing

16. 2. BEING SOCIAL
@SCALE

17. 2 2 / 0 6 / 2 0 1 5
F L E I S H M A N H I L L A R D
1 7
STRATEGY
BLUEPRINT
SOCIAL
ARCHITECTURE
EDITORIAL
GUIDELINES
METRICS THAT
MATTER
Rapid
development
session
designed
to
build
shared
agreement
A
social
plaGorm
+
channel
footprint
which
is
sustainable,
unified
and
consistent
A
recognisable
and
consistent
brand
voice
across
channels
and
markets
A
measurement
model
that
puts
business
results
above
all
else,
and
helps
us
learn
faster
2.
S O C I A L
@SCALE(WITHOUT THE BLOAT)!

18. Insights,
AnalyOcs,
Trend
SpoQng
Newsroom
Briefing
Paid
+
Owned
TargeOng
Client
Approvals
+
Adjustments
DistribuOon
to
Paid
+
Owned
+
Influencers
“PrimeOme
PosOng”
to
Social
Channels
Content
CreaOon
Performance
Analysis
Remember to plan the day-to-day
With FH ContentWorks we focus on a rhythm of work to create engaging content
relevant to today’s news agenda, trending topics on the minds of our audiences.
2.

19. 3. OPTIMISING
TO IMPROVE
CONTENT

20. 3.
BEATING THE GUT:
IMPROVING PERFORMANCE THROUGH MEASUREMENT

23. EXPOSURE ENGAGEMENT INFLUENCE ACTION
How many
stories or posts
have been have
been generated?
How many people
tweeted,
commented, liked,
shared our content?
Have we
influenced
perception and
attitudes?
Did it drive
traffic to our
website or lead
to purchase?
ADVOCACY
Have they continued
to purchase /
advocate
to others?
3.
ALL MODELS ARE WRONG,
SOME ARE USEFUL

24. 1. DESIGNING FOR
HIGHP E R F O R M A N C E
3. OPTIMISING TO
I M P R O V E
CONTENT
2. BEING SOCIAL
@SCALE
Three key steps to moving from gut-thinking to insight-driven campaigns: