Content Marketing & Converged Media

Published by: Tim Mischuk On

The content marketing industry is rapidly evolving and changing.

With rapid changes in technology and media, marketers need to do 2 things:

  • Rethink your Paid, Owned and Earned strategies & business processes.
    Digital content marketing is relatively new and still in it’s beginning stages. In order to facilitate successful digital POE marketing strategies, departments need to collaborate.

    “70% of marketers say they lack a consistent or integrated marketing strategy”
    Rebecca Lieb, Altimeter Group

  • Find software vendor tools to facilitate your process and strategy.
    The vendor landscape is still in a state of growth, which hasn’t peaked yet and is expected to continue to grow for several more years.

On the other hand, the vendor landscape is a vast, disparate ecosystem where the gap between “best-in-breed” and “one size fits all” is wide. With more than 140 recognized vendors to choose from and dozens of next generation tools coming into the market with no comparative matrix or ability to compare apples to apples, selecting a vendor is becoming a daunting task. Each platform either specializes in a particular feature set or aims to provide the end-to-end, one size fits all solution. Vendor selection will depend on your use cases, priorities and whether you’d prefer a boutique-type offering or a one-size-fits-all solution.

Unfortunately, many are caught in the analysis paralysis. Content is king and fuels paid, owned and earned marketing channels, just as paid and owned are the fuel for earned.

A successful digital marketing campaign will not only “feed the beast”, but provide the data and business intelligence required to make smart decisions about your content marketing and provide insight into the residual value of your CPM. Additionally, by leveraging owned channels to increase your earned media through amplification, you’ll have the tool required to identify and engage key influencers for future marketing campaigns.

Before you start reviewing vendors, you’ll need to ensure that you know what you’re looking for. Start with the following:

  • Define your marketing goals and objectives.
  • Prioritize your content and document use cases.
  • Gather all requirements & identify all stakeholders.

While your organization may have specific use cases and priorities that differ from other companies, there are some common features that are recommended for any content marketing software tool. We consider the following to be the “must-haves” in your toolset:

  • Creation & publishing tool that is easy to use, quick to implement and mobile compatible.
  • Social media sharing tool to aid amplification & identify influencers.
  • Real time cross-channel attribution.
  • Converged media analytics (POE) & conversion metrics by channel.
  • Consumer and influencer data attribution for audience analytics and insight.
  • Ability to capture consumer and influencer emails & data for remarketing.

At a high level, our recommended strategy includes 4 key steps:

[caption id="attachment_439" align="alignnone" width="640"]Integrated Engagement Figure 1: Integrated Content Marketing Strategy[/caption]

Expected outcomes and analytics when using MavenSocial include:

  • Cross-channel attribution on converged media (Paid, Owned & Earned).
  • Conversion analytics on converged media channels (POE).
  • Real time sharing activity across multiple social media platforms.
  • Conversion and amplification results.
  • Influencer identification.
  • Influencer scores based on reach, economic impact and engagement.
  • Influencer validation for multi generational impact.
[caption id="attachment_443" align="alignnone" width="640"]Influencer Measurement Figure 2: Conversion Metrics Influencer and Visitor Funnel[/caption] [caption id="attachment_447" align="alignnone" width="640"]Measuring Earned Media Figure 3: Overview Paid, Owned Earned Media Ad Spend Conversion Analysis[/caption] [caption id="attachment_448" align="alignnone" width="640"]Measuring Cross Channels Figure 4: Converged Media Ad Spend Conversion Analysis[/caption] [caption id="attachment_449" align="alignnone" width="640"]Measuring Shares by Social Platform Figure 5: Social Media Sharing – Impact by platform[/caption] [caption id="attachment_446" align="alignnone" width="640"]Viral impact of Influencers Figure 6: Viral and economic impact of Influencers[/caption]