We tapped the top content marketers in the business to reveal their insights about what works and what doesn’t in this emerging discipline. Here’s Eric Schneider, founder, vision and culture operator at Totem, on what makes or breaks content marketing.
Define content marketing in a breath
A marketers strategic use of content forms that satisfy consumer need for inspiration, solutions, entertainment and education via storytelling devices, engineered to create brand engagement, pathways to transaction, and fodder for consumers to amplify the story.
What are some of the best uses of branded content you’re seeing today?
I think GE is doing some great work. An example would be their Focus Forward short-film program that has engaged 30 acclaimed documentary filmmakers to produce 3-minute films that have a shared ideology with the brand. The content is delivered in theatres, TV, online and mobile/tablet.
What are some fundamental flaws you’re seeing in today’s content marketing and branded content plays?
Insufficient relevance and connection to the sponsor brand. While consumers engage and amplify the content by redistributing via social media, there also needs to be a clear connection to building brand affinity and sales impact.
How do you demonstrate content marketing ROI?
Content marketing can be applied with different objectives in mind. From improved brand affinity, sales uplift to social media acquisition. Demonstrating ROI will therefore vary depending on objectives. The simplified view of the measurement toolkit spans the range of qualitative and quantitative research, measuring engagement proxies such as time spent, likes and shares and test and control data analysis to determine transactional impact. The brands direct access to customer and customer data will also impact. Retailers will differ from CPG. Those with loyalty platforms that can be leveraged create unique opportunity. Therefore each engagement requires proper planning and customization around measurement.
What content marketing campaign or result are you most proud of from the past year?
An important qualification: I don’t see content marketing as campaign initiatives. It’s a sustained effort to support continuous conversation with and between customers. That said, I think the Garden Club work for The Home Depot US reflects fantastic work with clear value to a critical and valuable segment to The Home Depot business. Passionate gardeners are avid consumers and sharers of great content. We created and curated great content within an environment the brought forward the character and expertise of The Home Depot.
Schneider is just one of many great speakers at Marketing’s Branded Content 2012 conference on Sept. 12. Tickets are still available.
