Content and performance marketing are the marketing twins separated at birth. They found their way together again at the ClickZ LIVE New York event this week, where I spoke, blogged and had numerous conversations about the importance of creating content that is actionable and relevant. “It’s not about more content – it’s about more relevant content,” was a mantra repeated throughout the event.
For those who missed it, here are my top 10 takeaways for helping to move your business to the #TopRight corner:
10. SAP earned a 70% lift in aggregated conversions just by using the custom search keywords on the landing page. This success launched a multi-year A/B testing campaign to learn how personalization can improve the actionability of customer experience. I blogged about the SAP session, presented by Jake Sapirstein (@digitalnugget), for ClickZ event coverage.
9. Organic social media is dead. Coca-Cola‘s Tim Goudie claimed in his keynote session that paid social is the only way to get reach to the right audience. “When you give them relevant, engaging content, they will respond and engage,” he said.
8. Multichannel attribution is the key to making good marketing optimization decisions, yet too many marketers still rely on non-attribution reports from various marketing solutions, potentially up to 75 percent, according to Ignition One. Think about all those reports that are channel or campaign specific, and don’t account for integrated campaigns or the multi-touch access that most people use to connect with brands and purchase opportunities.
7. Emotion is central to buying behavior, and so emotion must be central to content development. Julie Booth of Nine West told of a campaign to remind women of the great memories – and shoes – of momentous life moments, like the prom, their wedding, the first successful job interview. This engages them in the content and makes Nine West a richer and more meaningful part of their lives. “I can do that in a pair of $79 shoes?” she asked. “It’s a pretty powerful connection.”
6. Most conversions are due to multi-channel interactions, according to a case study by Nick Necsulescu of TD Bank, which I blogged about here. Nick, a true Canadian, used a hockey analogy, where points are given both for the goal and for the assist. However, if the goal is reached without any assists, then 100 percent of the credit is given to that channel. “It’s important to ensure that single-channel conversions are pulled out and measured as such,” he advised.
5. It would be impractical – and dangerous – for General Electric to invite every prospect to tour the jet engine lab. Yet, the 10 people who get to go each year never forget it and become real brand ambassadors. According to presenter Katrina Craigwell of GE, to widen the scope of that impact, they tried to bring the coolness of the experience to everyone via video. One was a rhythmic dance video with a soundtrack consisting of electric pulses based on real noises in the lab – beeps, metal slaps, robotic rumbling and gigantic fans whirring. It was a big commitment to original content that is pretty far from the purchase cycle. “It helps us associate the values of innovation, great science and creativity with our industrial products,” she said.
4. American Express leads social media with a service ethos. “We make sure we have a service account (e.g.” @askAMEX) in each network, prior to turning on the marketing,” said Mona L Hamouly of the firm.
3. Inspirational jewelry maker Alex & Ani uses visual social content to express quickly the motivational ideas that connect people with their products. Reflecting the massive amount of content produced and our collective inability to consume it all, more and more social media is visual, with very brief text. “Positive energy and self-actualization are core to our brand,” said Jessica Woodbury, director of social. “A picture says emotion quickly and powerfully.” User-generated content has become especially important for them – and most of it is visual Pins or posts, she said.
2. Practically every time someone searches on their phone, it’s local. Jori Ford, Head of SEO for on demand parking service SpotHero, believes the lines have blurred between mobile and local. “If local is on demand, then mobile is as on demand as it gets,” she said. “Google says 94% of mobile search has a local intent. Mobile is local. “ I blogged about her 7 Quick Wins for “MobLoc” optmization.
1. Jump in and don’t be afraid to fail. Speaker after speaker emphasized the need to figure out your brand story and participate fully in social and digital conversations. Find the best stories out there – among your partners, local affiliates, branch offices, retail locations, agents… and customers. Those authentic, real life stories will give your brand relevancy and reach – and conversions.