The Performance Content Framework
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This presentation, taken from our "Lifting the Lid on Performance Content" event examines: - Defining demand across the key points in the user journey - The value and role of platforms across the key digital touchpoints with your brand - How to measure effectiveness when traditional metrics are no longer a true reflection of performance
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The Performance Content Framework
- 1. The Performance Content Framework James Marlowe & Shaun Myandee
- 2. • Defining demand across the key points in the user journey UNDERSTANDING YOUR AUDIENCE • The value and role of platforms across the key digital touchpoints with your brand UNDERSTANDING YOUR ECOSYSTEM • How to measure effectiveness when traditional metrics are no longer a true reflection of performance UNDERSTANDING PERFORMANCE INTRODUCTION
- 3. Understanding Your Audience Defining demand across the key points in the user journey
- 4. THE CX LOOP WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? UNDER- STAND
- 5. THREE KEY TOUCHPOINTS IN THE PURCHASE JOURNEY WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? UNDER- STAND
- 6. THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - UNDERSTAND WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? What are the wider needs of our audience that our products/offering relate to? How can we add substance to our brand message in our owned content? • Demographic data • Industry data • Thematic analysis • Social listening • Competitor content UNDERSTAND
- 7. WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - UNDERSTAND Lifestyle content focus Influenced by life stage Influenced by model UNDERSTAND
- 8. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - CONSIDER WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? CONSIDER What content do people want before making the decision to go on to purchase? What functional questions are people asking related to your offering? • Product information • Customer Profiles • Acquisition activity • In-house expertise • Competitor content
- 9. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - CONSIDER WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? CONSIDER Style and lookbook and influencer content is key to driving product engagement More people search for [what is an isa] than for [stocks and shares isa] Model features and stats are key – Model configurators are the ideal content format
- 10. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? BUY What are your highest value search terms in terms of volume and conversion? • High intent queries • Business priorities • Search activity • Stores & call centres • Competitor content
- 11. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? BUY [car insurance] has 4x as many searches as the closest relevant keyword
- 12. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? BUY Are you providing users with the content they need at point of sale? How well optimised are your conversion touchpoints? • Industry research • Conversion & UX data • Heatmapping • Competitor Analysis [car insurance] has 4x as many searches as the closest relevant keyword
- 13. UNDER- STAND THREE KEY PERFORMANCE CONTENT TOUCHPOINTS - BUY WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? BUY Video and high-res imagery that work across device are key to final conversion Location tools and simple submission hugely encourage test drive bookings [car insurance] has 4x as many searches as the closest relevant keyword
- 14. ANALYSING THESE TOUCHPOINTS ACROSS A HIGH CONSIDERATION BRAND WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? UNDER- STAND
- 15. SONOS – UNDERSTAND AND ENGAGE THE AUDIENCES’ WIDER INTERESTS WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? Assets form foundation of digital PR and content marketing activity All marketing activity should drive engagement for owned assets Volume as big as the related interests of target audience & the reach of brand UNDERSTAND
- 16. UNDER- STAND SONOS – HIGH CONSIDERATION; ANSWERING KEY QUESTIONS IS VITAL WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? CONSIDER Qualitative review type interest: 625,00 searches/month Quantitative feature type interest: 535,00 searches/month Total feature/quality research: 1.16M searches/month “What are the latest and best home audio options for me?”
- 17. UNDER- STAND SONOS – HIGHEST VOLUME AT BUY STAGE MEANING SEARCH AND CRO ARE VITAL WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? BUY Core product related generics interest: 695,000 searches/month Brand & product model interest: 440,000 searches/month Competitor brand and product interest: 715,000 searches/month Total Brand & Product research interest: 1.85M searches/month “I want a wireless speaker system, but which one?”
- 18. SIGNIFICANT VOLUMES AT EACH STAGE 1.16M searches/month “What are the latest and best home audio options for me?” 1.85M searches/month “I want a wireless speaker system, but which one?” 45M reach/core topics “What are the wider audience needs and where can we play?” UNDERSTAND CONSIDER BUY
- 19. WITH A CLEAR HIERARCHY OF FOCUS REQUIRED 26% value potential “What are the latest and best home audio options for me?” 58% value potential “I want a wireless speaker system, but which one?” 16% value potential “What are the wider audience needs and where can we play?” UNDERSTAND CONSIDER BUY £0.26 page value (average to all ‘product’ pages) £0.12 page value (average to all ‘what is’ pages) £0.002 value per engagement (non-product content)
- 20. UNDER- STAND THERE IS A 4TH KEY TOUCHPOINT THAT NEEDS REAL CONSIDERATION WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? ENJOY
- 21. UNDER- STAND AND MULTIPLE CHANNELS AND PLATFORMS TO HELP CLOSE OFF THE CX LOOP WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? ENJOY
- 22. Understanding Your Ecosystem The value and role of platforms across the key digital touchpoints with your brand
- 23. DIFFERENT PLATFORMS PRIORITIES AT EACH STAGE IN JOURNEY Apps Marketplaces CONSIDER BUY ENJOY Website Social Video Platforms Partners UNDERSTAND
- 24. SONOS – MULTI FORMAT ON-SITE CONTENT TARGETING CORE AUDIENCE INTERESTS Apps Marketplaces Website Social Video Platforms Partners Music & Culture – Leverage influencers and experiential Sonos Studios Music & Culture Entertaining Sports Home DesignAudio Tech UNDERSTAND
- 25. SONOS – SOCIAL IS A KEY TRAFFIC DRIVER Apps Marketplaces Website Social Video Platforms Partners Music & Culture – Leverage influencers and experiential Sonos Studios Provide window to website content plus reactive focus on key social interests Music & Culture Entertaining Sports Home DesignAudio Tech UNDERSTAND
- 26. SONOS – VIDEO PLATFORMS OFFER THE BEST OPPORTUNITY Apps Marketplaces Website Social Video Platforms Partners Cultural and musical - using influencers and Sonos Studios Provide window to website content plus reactive focus on key social interests Studios footage, home experiences & audio technology/behind the scenes Music & Culture Entertaining Sports Home DesignAudio Tech UNDERSTAND
- 27. SONOS – LEVERAGE PARTNER AUDIENCES TO DRIVE PRODUCT AWARENESS Apps Marketplaces UNDER- STAND Website Social Video Platforms Partners Music & Culture – Leverage influencers and experiential Sonos Studios Provide window to website content plus reactive focus on key social interests Studios footage, home experiences & audio technology/behind the scenes Strategic partnerships to drive awareness & engagement for owned content Music & Culture Entertaining Sports DesignAudio Tech
- 28. SONOS – CLEAR ROLE AND NEED FOR ALL CHANNELS AT CONSIDERATION Apps Marketplaces CONSIDER Website Social Video Platforms Partners Engaging product selection content to match product to need “What are the latest and best home audio options for me?” Qualitative Review 625k searches/month Quantitative Feature 535k searches/month 1.16Mtotal searches/month Persona-based visual content e.g busy traveller, home audiophile etc. Behind the scenes R&D content with engineers, designers etc. Playlist Creation/Curation community open to customers and non-customers Presence with brand-owned stores on key marketplaces Working with key influencers, celeb endorsements & specialist publications
- 29. SONOS – FEATURE DETAILS AND SOCIAL PROOF MUST BE PRESENT Apps Marketplaces BUY Website Social Video Platforms Partners “What are the latest and best home audio options for me?” Core Product Generics 695k searches/month Quantitative Feature 535k searches/month 1.85Mtotal searches/month Detailed product specifications, 3rd party review and testimonial data Expanded app features to promote playlist playback via partners Encouraging genuine user reviews through in-pack incentives Comp. brand & product 535k searches/month
- 30. SONOS – REDUCE PAIN OF PAYMENT AS MUCH AS POSSIBLE Apps Marketplaces ENJOY Website Social Video Platforms Partners Optimising Payment Process – 55% leave due to lack of preferred payment Funnel Optimisation Mobile & Apps Post-Purchase Content Closed Ecosystem
- 31. SONOS – CONTINUED ENGAGEMENT TO ENCOURAGE ADDITIOANL PURCHASE Apps Marketplaces ENJOY Website Social Video Platforms Partners Align product ecosystem to user needs – Customer Service & Brand Content Funnel Optimisation Mobile & Apps Post-Purchase Content Closed Ecosystem Optimising Payment Process – 55% leave due to lack of preferred payment
- 32. SONOS – IMPROVE BRAND AFFINITY BY FULFILLING ONGOING TECH NEED Apps Marketplaces ENJOY Website Social Video Platforms Partners Align product ecosystem to changing user needs with Content and Service Funnel Optimisation Mobile & Apps Post-Purchase Content Closed Ecosystem Optimising Payment Process – 55% leave due to lack of preferred payment Branded Content to further align product ecosystem to user needs
- 33. SONOS – BETTER UTILISE CLOSED ECOSYSTEMS Apps Marketplaces ENJOY Website Social Video Platforms Partners Align product ecosystem to changing user needs with Content and Service Funnel Optimisation Mobile & Apps Post-Purchase Content Closed Ecosystem Optimising Payment Process – 55% leave due to lack of preferred payment Branded Content to further align product ecosystem to user needs Using curated app content to increase customer platform investment
- 34. Understanding Performance How to measure effectiveness when traditional metrics are no longer a true reflection of performance
- 35. KEY METRICS TO ANALYSE NOW Page Views Bounce Rate Pages per Visit “What are the latest and best home audio options for me?” Conversion Data AOV Traffic & Funnel Data “I want a wireless speaker system, but which one?” Links Shares Coverage Partnership exposure “What are the wider audience needs and where can we play?” UNDERSTAND CONSIDER BUY £0.26 page value (average to all ‘product’ pages) £0.12 page value (average to all ‘what is’ pages) £0.002 value per engagement (non-product content) Apply weightings based on business priority and market size at each stage
- 36. KEY TAKEAWAYS ‒ Understand intent at every stage ‒ Needs can differ at a product level ‒ No touchpoint in isolation ‒ Website remains your key owned asset and platform for engagement ‒ Not all platforms have a role and all serve different purposes ‒ External partners provide a fantastic opportunity if properly leveraged ‒ Measurement in this new world requires a change in thinking ‒ Set content objectives at a platform and journey stage level ‒ Think in terms of journey, not purchcase AUDIENCE ECOSYSTEM PERFORMANCE
Editor's Notes
- As Tom explained, role of performance content begins post-awareness and our framework focuses on 3 key areas in the purchase journey 1. Understand – Focuses on broader category analysis and understanding how we can engage the wider interests of your audience across our properties 2. Consider – stage is far more functional. We need to make sure we’re present at all possible touchpoints when a user is asking or researching what sort of product or service they need? 3. Buy – Is as you’d expect - transactional focus and where you’d historically expect to see SEO feature heavily
- As Tom explained, role of performance content begins post-awareness and our framework focuses on 3 key areas in the purchase journey 1. Understand – Focuses on broader category analysis and understanding how we can engage the wider interests of your audience across our properties 2. Consider – stage is far more functional. We need to make sure we’re present at all possible touchpoints when a user is asking or researching what sort of product or service they need? 3. Buy – Is as you’d expect - transactional focus and where you’d historically expect to see SEO feature heavily
- Diving into ‘Understand’ in a bit of detail, definitely the broadest and most qualitative dataset in play here. All the way from audience studies to analysing successful content and associated themes on competitor websites. What we really need to understand here is… What are the wider needs of our audience that our products/offering relate to? – And in what areas can we play How can we add substance to our brand message in our owned content? – Whilst engaging our audience with our owned platforms Key points: First stage is about understanding what are our audience’s interests are and how you appeal to these with our content activity We also want to give our audience an understanding of what we can offer them as a brand - This is likely to be there first self-motivated interaction with us So as a brand, we need to ask ourselves… What are the wider needs of our audience that our products/offering relate to? – And in what areas can we play How can we add substance to our brand message in our owned content? – Whilst engaging our audience with our owned platforms
- This is quite broad, but if we look at how this differs on an industry level. In fashion, an audience wants to consume much broader lifestyle focus with influencers playing a major role in success In insurance, there is very much a focus on key life events and this content needs to be targeted at broader life stages and associated interests In the motor industry, the target audience of each vehicle type, even model, varies so vastly that content needs to be tailored around this but still ladder up into a brand engagement approach
- The consideration stage is much more focused on the core customer functional need and what their considerations are prior to making a decision on the product or service they want to pursue. This would be largely driven by question focused KW research plus competitor analysis to understand - What content do people want before making the decision to go on to purchase? What functional questions are people asking related to your offering?
- Again, if we apply this thinking to the three industries mentioned previously… In fashion, the more functional questions come later in the journey – At the consider stage, the audience generally wants style focused content to help decide on which items to pursue In contrast, the insurance and finance industries are very functional and all about understanding the wider product set. For such high research products, having this functional content is key and something that’s often overlooked in a historically very transactional industry. Automotive is essentially a combination of both of the above, very high research but also very visual and something people are passionate about. Model choosers are an excellent tool to engage users at the consider stage as they answer the need for detail whilst allowing people to visualise something they feel belongs to them.
- When arriving at the buy stage, as you’d expect, there is a far more transactional focus – and this is where you’d expect to see a large focus on SEO
- This isn’t likely to change any time soon - There is always going to be core terms that a brand must rank for – Just look at car insurance with 4x as many searches as the next most relevant KW
- However, the purchase point presents other strategic opportunities that are often overlooked so we need to also ask ourselvers Are we providing our users with all the information and content they need at the pivotal point of engagement with our brand Also, how effectively are we optimising to drive them down the path to conversion in terms of user experience
- If you look at the way ASOS optimise their product pages – The experience is seamless and the inclusion of video catwalk alongside styled and product imagery is brilliant Often our key KPI for automotive clients is number of test drives – Massively high consideration product and huge investment so making it as easy as possible with location of dealerships and minimal data entry is key to conversion
- To illustrate how this framework operates more specifically, and how it ties in to the content you need to produce, we’re looking at a high consideration brand – SONOS For those that don’t know Sonos make high-end multiroom speaker systems that you can stream your music through via a branded app The first step is to map out what are the various user needs and requirements at each stage of their purchase decision journey
- Influencing consumers at understand stage means engaging with broader interests – similar to brand-led marketing activity Association of brand with key interests of demographic group Area of biggest overlap with traditional brand advertising, but refocusing this activity to drive engagement with owned assets These assets form the final touchpoint of brand-led activity Tying PR & ATL with content marketing to ensure these campaigns have an owned touchpoint Music at home and events Home hosting parties/entertaining Sports Audio tech Home & design
- Consider is a little more focused People are broadly in-market for audio tech/home audio systems, but very top of funnel and haven’t decided what they actually want Split between qualitative research questions around reviews/expert advice; specific technical feature led research Tap into demand and interest with high-engagement, unbranded (or limited branding) content to provide answers to questions and light touch association with brand Content can exist across many touchpoints and does not necessarily drive search performance (eg coverage in WhatHifi without links to sonos.com) Position as respectable authority in market, limited sales messaging
- Buy stage most aligned with traditional SEO Built around being present in line with demand for top-level generic searches, as well as full coverage in brand and product search. Large search volume/interest reflects high sales potential, but also competition Answering specific purchase intent queries Content drives towards positioning of website (as key sales channel – ecommerce enabled brand) in search results for these key terms Further opportunities can be unlocked through CRO to maximise potential of existing traffic. Performance geared towards conversion metrics
- Enjoy phase is opportunity to close off the CX loop entirely Building a closed ecosystem (think Apple – phones, laptops, itunes, apps, music, video etc) Give users everything they need within the new ecosystem so they do not need to re-enter consideration phase Consumer pool is exactly equal to current customer database This area is about reducing churn Can never be wiped out entirely, but content can help minimise
- Funnel optimisation – make it easy for them to spend money with you! App content – extend lifecycle of your products with apps that deliver content (not just simple functionality) Post-purchase personalised content – present users with timely content that they find valuable/add value to their purchase (not hard-sell “buy more products”) - bose example – get sales brochures regardless of what you bought Creating a closed ecosystem by building platform investment – I’ve spent x with them already I don’t want to lose that Spotify playlists iTunes downloads
- Key thing to know is not all platforms are relevant for all stages of the journey, each platform has its own place and role in the journey The only platform relevant (or that can be relevant) at all stages is the website And the consider stage is the only part of the journey where all platforms have a role to play
- Website’s place is to host content that highlights big-ticket initiatives the brand engages in Position brand with influencers/other brands of interest to potential consumers
- Social is more reactive and fast-responding to trends, presentation of “lifestyle” associations of brand
- Video is similar to social content but allows for longer-form look behind curtain of brand ethos Enable users to connect with brand on personal level, make them feel part of “the movement”
- Partnerships are critical to piggyback on relevant influencers and other brands that can allow brand to tap into wider relevant areas
- All channels provide opportunity to build more targeted and specific messaging Less about lifestyle, more about ensuring key questions/pain points/consideration moments are addressed and answered early as possible Builds on lifestyle elements however Thread brand messaging through to slightly more sales-led content (specifically features product more)
- Much more product and sales focused Detail on features online Point of Sale initiatives Functional search led content
- Ensuring its as easy as possible for people to use your site and buy more products
- Using social proof and follow-on content to increase buy-in
- Delivering content to ensure users get the most from the products they already have
- Closing off the loop with app content, targeted and personalised to massively build buy-in and investment (actual or perceived)