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Content Marketing Presentation
- 1. HOW CONTENT MARKETING ISREFINING THE DIGITAL SCENE STAY AHEAD OF THE COMPETITION & RETAIN CONSUMER Clémence Fontaine
- 2. ❑ THE DIGITALTRANSFORMATION - A NECESSARY SHIFT TO CONTENT MARKETING ❑ PLANNING CONTENT ALONG WITH THE CUSTOMER NEEDS ❑ START A CONVERSATION ❑ BRANDS, MADE TO INSPIRE AND SELL A PHILOSOPHY ❑ WHOLE FOOD, THE CONSCIOUS BRANDING MODEL ❑ GENERAL ELECTRICS TURN TO GREEN VENTURES ❑ DOVE REDEFINES BEAUTY ❑ THE COCA-COLA COMPANY, LEVERAGING EMOTIONS ❑ CONCLUSION ❑ BIBLIOGRAPHY CONTENT 2
- 3. The Digital Transformation Whythe shift to content marketing is necessary Let’s imagine, five years from now … New technology and trends have developed, wearables have infiltrated our everyday lives, the majority of the population consuming media on their tablets and cellphones. With an ad overload and a channel overload, buyers are changing their buying behaviors. They are now used to navigate the flood of information to rapidly find the most relevant content to them. In order to compete on the market, brands will have to adapt rapidly and create valuable content. As many companies mistake audience and influence, they focus on trafic - as did traditional media - instead of focusing on value-added information. With the spread of digital and the gigantic flow of information over the Internet, trying to have your ads seen by the greatest number of people will just not be a very fruitful strategy. The race for trafic with ‘funny’, ‘trashy’ or ‘cute’ buzz-feed is impoverishing digital content. Rather, value-added content distinguishes itself and brings back dialogue between consumers and brands. To cut out empty content, search engines are refining their systems to reward high- quality content, more suitable for web audiences.
- 4. Planning your Contentalong with your Customer Needs 4 Big data analysis allows for a detailed understanding of buyers’ persona companies are marketing to. Business have the ability to listen and respond to their customers at every stage of their purchase. People are often looking for a solution to a problem, as such any content you create should lead to a resolution of their specific issues. Create specific content that caters specifically to their needs means you will prove an invaluable resource and their engagement will increase. But great content sometimes do not even make it to page 3 of Google, so have a real strategy around it: build communities around your brand. Once a dream in the 1990s, marketing one to one is today a reality. Brands are now able to personally contact their customers and tailor their speech according to their audiences. Millennials - people born between the 1980s and 2000s - are highly-empowered consumers. They choose what they will watch, eat, consume, etc. Trends are not imposed on them anymore, they are the trend-setters. As such, marketers have to study them very thoroughly to understand them, know their needs and desires. Rather than assuming that because a consumer fits a certain profile he will buy a certain product, you can now target individuals based on how they actually behave.
- 5. Create Dynamic Storytelling Startthe Conversation Conversations begin with brand stories. Use the art of storytelling, appeal to the heart to spark an interest and engage your audience. The Art of Storytelling Storytelling is at the heart of all families, cultures and communities and that is something successful brands excel at. When your content is interesting and actually answer consumers’ needs, trigger their curiosity or engender emotions, your ideas will not be controlled. The ideas and insights you share do not have to be relevant to your brand, they have to further the consumer experience and spark an interest so that people will want to share your stories with others. and you will earn a share of popular culture. A recommendation from trusted friend hence more valuable than any other advertising budget. The share-worthiness of a brand is a key criterion assessing for its value. Shared content is the fuel of social media. 5 The aim of conversations is for consumers stories to outnumber brand stories. You have a pool of consumers, thousands if not millions thinking for you. Leverage that ressource. Try and have all your shareholders (customers, employees, suppliers, etc) participate in the conversation and spread it across multiple channels. It is by adding up talents and knowledge that smart ideas will emerge. Behave like ruthless editors otherwise your content will risk just creating noise and fall in between the nets of optimized search engines.
- 6. Brands, Made toInspire and Sell a Philosophy Yet, only 20% of brands worldwide are seen to meaningfully and positively impact people’s lives. 71% of consumers would help a brand promote their products or services if there is a good cause behind them. 62% say they use social media to address or engage with companies around CSR. Consumer Want Purpose 6 Brands showing commitment to making the world a better place are growing in popularity, especially since Millennials are increasingly conscious-consumers. The future most iconic brands might be those that drive the most meaningful social change. When traditional marketing aimed at selling a product, content marketing is actually selling the idea of a product. To do so, different models and philosophy have appeared: some as Whole Food are part of the conscious capitalism trends, GE puts the stress on sustainability, Dove builds self-esteem, while Coke continues to spread happiness.
- 7. A Responsibility toInspire Whole Food, the Conscious Branding Model Whole Food, a pioneer in conscious capitalism Redefine why you market will help increase the brand’s perceived value. Customers now want the purpose behind the brand: why is your brand cool and useful? By nature, if your brand is conscious, it will have stories to tell and an authentic way of sharing it. Do not just support a nonprofit of some kind to legitimize your profit-making venture. The first cause of any company should be its own: to succeed by making lives better through the products or services it provides. If you wish to support a cause, it has to make strategic sense. John Mackey, co-founder and co-CEO of Whole Food made his brand successful thanks to a purpose-driven culture. More than trying to foster healthy habits through food, he stresses the power of values and purpose, stating "it energizes and engages employees, promotes creativity and innovation, and helps businesses achieve a sustainable competitive advantage." 7
- 8. General Electrics Turnsto Green Ventures The company is not actively promoting a transaction or marketing a specific product. Yet, it establishes a profound branding value by offering their audience insight and information on how to improve their quality of living by integrating GE into their lives. Content marketing thus helps brands build their reputation for being trustworthy and legitimate. As General Electrics’ states, Ecomagination is "a broad initiative that brings us all together to think about how we can make the world a better place." Ecomagination is a content marketing strategy to educate consumers to new and creative ways to think about energy consumption in an environmental age but it also aims at presenting consumers with solutions that can be purchased at GE. 8
- 9. Dove Redefines Beauty Createexciting content, keep thinking sideways. Do not settle for boring and give yourself permission to make the story bigger as with Dove and its Real Beauty Sketches. In the process of brainstorming, good ideas will come, as well as great ideas and rubbish ideas. The key is to consider each of them. Some of the most outstanding content were sparked from ‘not so exciting ideas’ at first and then got refined. Remain flexible and accept that some of your content will not generate much conversation but do not shy away from taking risks. Dove stresses how its brand is not just about selling beauty products. In a context of strict beauty standards, the brand emphasizes how beauty is subjective and initiates to grow people’s self-esteem through a series of sketches comparing women’s idea of their personal image - often very critical as women are their worst enemy - with their actual portrait. Dove makes a compelling statement - you are more beautiful than you think - and goes beyond its brand products by questioning the status quo around beauty standards. 9 Beat boring and déjà vu advertising
- 10. The Coca-Cola Company, LeveragingEmotions The Coca-Cola Company has always been successful, always one step ahead of the market. A secret? It belongs to the very few brands that are able to refine themselves, following the evolution of trends and preferences. Far from being its first initiative, The Coca-Cola Company has done a variety of small ventures putting a smile on people’s face thanks to its branded machine. Here, the Coca-Cola snow machine shared Finland’s snow with tropical Singapore - offering special moments of happiness. The brand’s website shows the will to build a consumer culture with s e c t i o n s s u c h a s ‘ s p o r t s ’, ‘innovation’, ‘music’, ‘sustainability’. A whole new website for its 2020 marketing strategy, looking more like a news & information portal than the one of a corporate company. Selling Happiness & a Consumer Culture 10
- 11. Conclusion Content Marketing isnot just about creating interesting content. It is about thinking all over again your company’s entire communication. More than ‘being digital’ through online advertisements of your products, you need to create your media brand. In other words, your brand needs to be engraved into people’s everyday lives, into their culture. To do so, it is vital that all branches of your company need to be involved in the process, partnering with them to bring out their imagination and incubate creative ideas. The refining of search engines and of buyers’ habits on the web has already started to grow and new competitors are emerging. It is time to get ready and develop a smart content marketing because by the time this trend will have taken over the market, it will already be too late to compete with those who are already preparing change. 11
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- 13. ● Frédéric-Michel Chevalier,“Le Content Marketing: nouvel eldorado du web des cinq prochaines années”, Visionary Marketing, November, 24th 2014. ● Mark Sareff, “How to Treble the Power of your Advertising Dollar”, Ogilvy Do, September, 3rd 2014. ● Nielsen, “The Global, Socially Conscious Consumer”, Global Insights, March 2012. ● Robert Passikof, “Brand and Marketing Trends in 2015”, Forbes, December, 15th 2015. ● Ryan Law, “How to Use Buyer Persona to Create Valuable Content Marketing”, Cursive Content Marketing, March, 4th 2014. ● The Coca-Cola Company, “Coca-Cola Content 2020 Initiative Strategy”, https://www.youtube.com/watch?v=G1P3r2EsAos, July 2013. ● Yann Gourvennec, “Marketing One to One: rêve devenu réalité grâce au digital et aux big data”, Visionary Marketing, June, 10th 2014. Bibliography 13