The document discusses content marketing and the need for an integrated 360-degree content marketing strategy. It notes that marketing has changed and content now accounts for 40% of advertising budgets. It emphasizes understanding your current resources and processes, designing an integrated system to maximize people, content, technology and data, iterating and executing your strategy, and closing the loop through analytics to learn and improve over time.
2. Whycontent?Becausemarketinghaschanged.
Be Creative Drive Growth
PresentPast
One Channel More Channels
One Market Global Reach
Infrequent Content Lots of Content
Limited Budget Limited Budget
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3. Search Ads
Social
Traditional 22%
12%
Display Ads
13%
Brand Publishing
14%
Programmatic
10%
Website & Ecommerce
15%
Advertising48%
14%
Traditional
Brand Publishing
Social
Website &
Ecommerce
Programattic
Display Ads
Search Ads
40%
40%
38%
50%
43%
42%
38%
Non-Working Working
Content is 40% of the average advertising budget, and 20% of
the entire marketing budget
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7. — Understand where you’re starting from
— Design the right system to get the most out of your people,
process(es), content, technology, and data
— Iterate and execute
— Close the loop to learn from (and apply) your successes and
failures
Yourcontentmarketing360roadmap
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10. Focusoncriticalneeds
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
Brand Manager
Present
campaign in
weekly
meeting
Limited cross-team
visibility
Social Team
Insufficient
guidelines for
social imagery
Close data
feedback
loop
Content Team
Agency
See agency
ideas earlier
Store and
tag content
in DAM
Legal Approval delays limit
Compliance Twitter responsiveness
Ideation Planning Development Approval DistributionProduction
Monitor Route Approval ResponseProduction Resolution
Red ZoneRisks and pain points Yellow Zone Green Zone
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11. FRONT LINE EXECUTION
Stakeholdercoordinationiscentraltosuccess
COORDINATION,
IMPLEMENTATION &
OVERSIGHT
Creative and Brand Marketing Compliance and Governance
Service Teams (Editorial, Creative)
IT Agency Partners*
Corporate Communications Legal
Local Brand Team Compliance
Global Brand Team Global Center of Excellence
Executive Stakeholders
C-Suite Executives
SPONSORSHIP & VISION
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14. Source: Percolate Research.
Creating better internal creative
workflows and processes
Increasing specialist agency relationships
Better team training and education
Creating better processes for working
with creators outside my organization
Leveraging technology or systems
Percent of respondents
0 8 16 23 31 39 47 54 62 70
Overall Respondent Pool Best Performers
Strategies that are the biggest opportunities for controlling and/or reducing your content costs (non-working media budget)
What the most cost-effective marketers prioritize
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25. The economics of attention are in their favor, not yours
The only place where share of attention is growing is mobile
More media autonomy means less patience for interruption
They are well-informed. If you’re not relevant and contextual,
you will be ignored [see: ad-blocking]
Whatdoweknowabouttoday’scustomer?
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26. The economics of attention are in their favor, not yours
The only place where share of attention is growing is mobile
More media autonomy means less patience for interruption
They are well-informed. If you’re not relevant and contextual,
you will be ignored [see: ad-blocking]
In spite of that, the fundamentals of how and why
people buy has not changed
Whatdoweknowabouttoday’scustomer?
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27. Problem or need recognition
Information search
Solution search
Evaluation and comparison of alternatives
Purchase decision
Post-purchase behavior
Brand advocacy
Psychologytellsusthebuyingprocessbreaksdowninto
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28. Mapcontenttoeachstageforeachcustomerpersona
Phase Advancement Step Content Examples
Problem or need recognition [Generally] unaware of your brand
social video, free tools and education resources,
apps, games, OOH, events and experiences
Information search Aware of your brand free tools and education resources, website content
Solution search Understand (or potentially desire) your brand
buyer’s guides, product videos, case studies,
website content
Evaluation and comparison of alternatives Believe your brand solves their need
online reviews, case studies, events and
experiences
Purchase decision Act on belief your brand is the best solution
case studies and social proof content, customer
testimonials, ROI/benefit content
Post-purchase behavior Repeat and/or larger purchases
Customer-generated content, customer events and
experiences
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29. Be everywhere your target customer is (reach)
Be bold, distinct and salient (recognizable)
Be consistent with your brand (recognizable, again)
Be consistent over time (repetition and frequency)
Trigger high valence emotions (awe, positivity)
If possible, reinforce a conversion action (sales cycle
advancement)
Buildingmentalavailability-checklistforcontent
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32. Planning Point Solutions
— Marketing resource management
— Calendaring tools
— Briefing management
— Task management tools
Creation Point Solutions
— Content marketing tools
— Creative suites
— Digital Asset Management (DAM)
— Compliance software
Execution Point Solutions
— Marketing automation
— Social media tools
— Marketing distribution middleware
— Advertising and programmatic
technology
Analysis Point Solutions
— Digital analytics and attribution
technology
— Business intelligence tools
— Listening platforms
Silo’dtechnologykeepsproliferatinginmarketing
Marketing Lifecycle
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33. — Anchor purpose and progress to culture
— Make sure you have the analytics & data science talent you need
— Be pragmatic; theories sound great then reality gets in the way
— Restructure and centralize for agile development, continuous
planning, and cross-functional collaboration
— Build a sustainable path to long-term progress; recruit as you go
— Core technology should be flexible and centralized, and put
business priorities and customer needs at the center
Whatclosingtheloopreallymeans
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