BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Michael Kahn

1. The leading industry event by digital marketers for digital marketers
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Content Performance Marketing
Building A Blueprint For Success
Sept. 2015
Michael Kahn
CEO, Performics Worldwide
Michael.Kahn@Performics.com
@performics

2. @brightedge #share15
Michael Kahn
CEO, Performics Worldwide
A Global Performance Marketing Agency
Motivate
Participation
Drive
Performance
Optimize for
Action

3. Practical Takeaways
@brightedge #share15
Unrelenting
need to satiate
content hunger
via relevancy
Content
relevancy &
consumability
now crucial to
SEO success
Content as the
connective
tissue in
marketing
ecosystem
Understanding
intent key to
content
creation &
optimization

4. The leading industry event by digital marketers for digital marketers
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The Content Marketing Explosion &
Marketer Challenges

5. @brightedge #share15
Consumers Hunger for Content, but Many Marketers Don’t Deliver
• 70% want to learn about
products through content,
rather than ads
• 27M+ pieces of content
shared online each day
• Earned content influences
purchase decisions for
55%
Inc. 2014; WebDAM Solutions, NewsCred, 2014; Econsultancy 2014;
• 44% of marketers are challenged
in producing enough content
• 24% can’t get audiences to
engage with their content
• 65% don’t have a formal content
strategy
• 60% of marketers think their
content isn’t optimized
Eloqua (Feb. 2014), n. 250; Content Marketing Institute (2015) n.5000 (N. Amer.B2C)
but ...

6. @brightedge #share15
Marketers also Struggle to Measure Content ROI
• Only 24% of marketers
rate their company’s ability
to measure ROI from content
marketing as “good”
– Falls well below email,
paid search & display
Econsultancy (2014), n.217, global
WE SEE MARKETING LEADERS REINING IN A
PORTION OF THEIR CONTENT MARKETING
SPENDING UNTIL THEY CAN RELIABLY
MEASURE ITS PERFORMANCE, POINT TO
BUSINESS IMPACT, AND ACHIEVE THE SCALE
AND CONTROL CURRENTLY AFFORDED BY
PAID MEDIA. (Gartner)

7. @brightedge #share15
Time for a Change in Mindset!
• In regard to effect on top-level
growth (revenue, share &
conversions), Content Marketing
ranks #5 in value to CMOs

8. The leading industry event by digital marketers for digital marketers
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The Performance Content Imperative

9. @brightedge #share15
From SEO to Performance Content
• No matter the algorithm update—Panda, Penguin,
Mobilegeddon—Google now favors content that’s:
1. Highly valuable to users
2. Structured in a consumable way (especially
on mobile)
• The era of relevant content in organic search is
here to stay
• Winning requires a change in mindset—from SEO
to Performance Content
Performance
Content
Creating & optimizing
effective, actionable
content in pursuit of
our brand ROI goals

10. @brightedge #share15
Content as Connective Tissue: Future of Performance
Keywords to Content
P to POE
Pull to Predictive
Mass to Moment
Share to Sales
Universal
Discoverability
Portfolio
Management
Enabled
Commerce
POE
Cohesiveness

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Creating & Measuring Performance Content

12. @brightedge #share15
Understanding Intent Fuels Content Creation &
Optimization
Serves intent Stimulates intent
Search Social
Intent is the largest marketing variable. It shapes
how people discover content, dictates paths to
purchase & mediates meaningful interactions with
brands regardless of media type

13. Uncovering Intent Thru Data & Analytics
Searches for store
increase by 33%
Average online
sale $45
Find her where
she’s active
Fall campaign ads drive 9
million impressions
Women aged
19-29 value
price over
brand
1,209 active SKUs on display
Recent searches
Coupon website
Leather jacket customer review
Top fall trends for 2014

14. @brightedge #share15
• Primary research
• Brandwatch
• SocialTools
• Benchtools
• eMarketer
• Forrester Research
Initial Intent
Hypothesis
Planning & Insights
Refined Intent
Hypothesis
Analytics +
Planning & Insights
Testing, Learning,
Scaling
Analytics
Outputs
Sourcesof
Data
• Glance
• Google Analytics
• CRM Data
• YouTube Analytics
• Bluekai
• Axiom
• Client Brief
• Draft KPIs
• Tech & Data Audit
• Content Audit
• Digital Maturity Plan
• CX Loop
• Audience Segmentation
• Learning Agenda
• Organizing Idea
• Brand Experience Map
• Performance Strategy, Activation & Optimization
Intent-based Planning Methodology

15. @brightedge #share15
Performance Content Creation Process
Aligned to Audiences
Customize & target messaging
& experience to intent
Quantitative Optimization
Testing methodologies to determine
winning messages & experiences for
each audience
Search
Social
Display
First & Third
Party Data
Insights
Text
Image
Video
Content Matching/Creation
Engine
Brand Assets

16. @brightedge #share15
Performance Content ROI Measurement Process
AllocateAttributeScore
Analyze
Analyze Content KPIs (Engagement, Leads, Sales)
Score
Score & Weight Content Contribution to KPIs
Attribute
Attribute Content Value across Entire Path-to-Purchase
Allocate
Allocate Resources/Budget Based on Value of
Each Content Touchpoint on Top-Line Growth
(Conversions!)
Analyze

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Success Stories

18. @brightedge #share15
From Intent, to Content, to Conversion
$1M Incremental Revenue
Content optimization
based on intent
insight from consumer
engagement data reduced
page abandonment
+11% Category Revenue
Increase
Inspiring earned content
(with valuable social signals to search)
boosted category-related keyword
organic rank by 43%, driving
incremental conversions
$10M in Paid Search Value
Reallocated paid spend by
focusing on improving organic
visibility for most expensive
paid keywords

19. Practical Takeaways
@brightedge #share15
Unrelenting
need to satiate
content hunger
via relevancy
Content
relevancy &
consumability
now crucial to
SEO success
Content as the
connective
tissue in
marketing
ecosystem
Understanding
intent key to
content
creation &
optimization

20. The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Thank You!
Michael Kahn
Michael.Kahn@Performics.com
@performics