1. A Strategic Roadmap to
Content Marketing Success!
"
AMA Chicago!
January 31,2013!
"
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1!
2. partner!
Laura Chavoen mentor!
consumer!
Strategist! fan!
Senior Vice President geek!
Director of Digital Strategy
advocate!
MSLGroup, Midwest!
student!
2!
9. The Marketing Funnel Hourglass!
Awareness
Acquisi%on
Considera-on
Intent
Purchase
Reten%on
Support
Loyalty
Referrals
Advocacy
9!
Credit:
Jeremiah
Owyang
–
Al%meter
Group
10. The Marketing Hourglass!
Awareness
Considera-on
Intent
Purchase
Support
Loyalty
Advocacy
10!
Credit:
Jeremiah
Owyang
–
Al%meter
Group
11. Awareness!
Challenge!
Create interest and desire for product
supporting a new but still growing
marketing opportunity.!
!
Approach!
Hubspot offered branded books,
articles, videos and graphics to help
businesses understand the value of
content marketing. !
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Key Takeaway!
Showing how content is both relevant
AND necessary, they created an
opportunity to provide solutions
through their software.!
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11!
12. Consideration!
Challenge !
Differentiate Mint.com and stay top-of-
mind in a competitive landscape that
requires a significant amount of trust
and frequent interaction.!
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Approach!
Mint offers news, articles, slideshows,
videos, guidelines and tips. The action-
oriented content encourages activity
and generates business intelligence.!
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Key Takeaway!
By creating valuable information that is
easily accessible, Mint iterates their
user-friendly application, rooted in the
gathered data.!
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13. Intent!
Challenge!
Remain in the consideration set for
long-lead, competitive products.!
!
Approach!
GMʼs community stories, events and
support integrates products into the
experiences, creating opportunity to
build relationships between the
company, the dealers and the
audience.!
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Key Takeaway!
By creating relationships through
local content, Dealers gain
permission to be a part of the
community.!
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14. Support !
Challenge!
Leverage data-driven learnings to extend the
reach of The Betty Crocker Kitchens across
channels.!
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Approach!
Betty Crocker created a wide variety of
content published on their website, email,
social channels and in print, including video,
how-to articles and recipes addressing key
pain points. The program extended into full-
year real time engagement across channels.!
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Key Takeaway !
The Betty911 program extends The Kitchensʼ
expertise with valuable, relevant and real-time
customer support around data-driven topics.!
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15. Loyalty!
Challenge!
Content structure offering valuable
resources to non-members that also
rewards and encourages membership.!
!
Approach!
AMEX Open encourages community
activity and engagement for earned
points, redeemable for premium content.!
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Key Takeaway!
This actionable content provides rich
data and opportunities for targeted,
contextual content and integrated
products and services.!
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16. Advocacy!
Challenge!
Extend the outdoor experience
inside and online, creating and
supporting brand champions.!
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Approach!
REI integrates content integrated
with relevant products, and creates
and nurtures relationships by
utilizing customers in content and
curating content from valued
external sources.!
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Key Takeaway!
REI provides tools and content
for all audiences, from novice to
experienced explorers. !
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17. Purchase!
Opportunity!
Leverage customer browse,
purchase and review data to
drive preference.!
!
Approach!
Amazon uses our data to
present us with relevant content
(and products), at the right
moment, in the right context.!
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Key Takeaway!
In addition to integrating brand
and customer content, they
provide a rich, consistent and
contextual experience. !
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18. Channel Integration!
Corporate Curated
Experiences Content
Content
Digital +
Social
Mobile
Networks
Channels
Brand
Content
Expert Customer
Content Content
Print Events
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23. Content Execution Plan!
Positioning: Curated Content, Not Constant Content.!
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• Brand Perspectives, Resources: 4 per week!
Brand, Products • Customer Thoughts: 2 per week, with variation across topics!
& Services !
• In the News: 2 per week, or as relevant!
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Influencers, • Influencer POVs: 1-2 per week (with follow-up when relevant)!
Advocates ! • Customer Profiles: 2 times per month!
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Thought • Internal SMEs: 3 times per month, or as available!
Leadership,
• External Perspectives: 2 times per month, or as needed!
Innovation !
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Frequency: 4-5 days a week!
Time of Day: To be determined based on metrics and to find the right cadence!
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30. The Leading Engagement Agency"
We are Publicis flagship consumer
engagement agency, with integrated
capabilities including public relations, public
MSLGROUP is the leading affairs, financial communications, social
media, branding, advertising and digital.!
communications and
engagement company in
Publicis Groupe - providing
clients with unbound
creativity and value in the
always-on conversation.!
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30!
