5 Essential Components to Creating a Customer-Centric Content Strategy

By Jordan Horsman, Performance Content Account Manager, Performics Australia

In an information-saturated marketplace, there are various interpretations of what content means. Content is what an audience consumes to help them make decisions; in an online context, publishers and social media platforms have developed diverse content formats to serve audiences, each designed after careful consideration of the customer journey, the customer’s device and the time they have to consume.

Customer is King, Content is Medium

Whether it’s a webpage, tweet, app or paid search ad, content is designed to capture attention and prompt action. The customer should be placed central to a brand’s content strategy to ensure the content best fits the audiences’ tastes, to drive acquisition and retention of high value customers.

5 Essentials to Putting the Customer First, Middle and Last

  1. Know your Customer: A brand cannot place a customer first in a content strategy without understanding who they are and what makes them tick. By using customer engagement data (digital and offline), brands can segment their customer base and start to draw insights on who are the most engaged and worth more or less. Although historical data is important, poor positioning and promotion of a brand creates sub-optimal targeting and may not reveal the most profitable customer type. To identify future audiences, brands should conduct market research to uncover those who will deliver a high customer lifetime value.
  2. Define its Purpose and Position in the Customer Journey: After defining who the customers are, brands need to define why the content exists. This will then dictate what information to communicate, the format and the most effective platforms to promote it. Uncovering stages of the customer journey will help to identify what the customer wants and when. Publishing for these multiple brand touch-points will ensure in-market content provides what the customer is receptive to. Giving them the right information in the right format will increase engagement. Retention is more cost effective than acquisition, so don’t neglect creating content for post transaction to minimize the customer re-entering the funnel in the comparison stage. Content for advocacy should be integral to a customer-centric content strategy.
  3. Don’t Just Target Demand – Create it: How do you become synonymous with a topic without breaking the bank? Chances are you will have been the first to provide information on it – whether “it” is a problem, need or interest. Understanding the customer’s motivations will drive demand, and help create content that resonates and creates action.
  4. Communicate Brand Consistency Across all Channels: The customer is unlikely to recall a brand without consistent reinforcement across offline and digital channels. Being consistent will place the customer central to the brand communication efforts through helping them re-discover valuable content with a brand they know delivers.
  5. Refine Performance Metrics: Not all content exists to simply rank organically or provide a destination page for paid acquisition campaigns. Content exists to fulfill a need – to educate, entertain or persuade. It might exist to be shared, reinforce a broader campaign or retain. How content is measured should relate to its purpose. It is important to define KPIs based on these. Success equates to providing what the customer values, and this approach will ensure they remain at the center of all content planning decisions.

In Action: Customer-Centric Content Drives Revenue Growth for Renowned US Department Store

Identifying that over 80% of industry-relevant search queries were informational in nature, Performics pinpointed a fundamental content gap with the client’s digital material. This was driving customer loss early in the purchase journey when they were seeking product inspiration and information. In response, Performics identified popular informational searches that subsequently advised the creation of articles, charts and guides. This provided a complete end-to-end content offering for all stages of the customer journey, ranking the site for over 3,000 additional phrases and driving an additional $190,000 in revenue.

Remember, Customer is King

Your customer must be central to your content strategy to help it fulfill its purpose; to acquire and retain audiences. Neglecting the customer will mean they will neglect your efforts. For more information on how to develop a customer-centric content strategy, contact Performics today.

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Third party data dropped from Facebook

Facebook has responded to the heavy criticism of its seemingly lax treatment of user data by removing access to third-party data providers on the platform.

Currently, you can overlay data from data providers like Experian and Acxiom on top of remarketing audiences or core audiences from Facebook. This data is available as ‘Partner Categories’ within the targeting options on Facebook

Although this facility is being phased out globally over the next six months, we gather than advertisers in the UK, France and Germany can expect this facility to be removed very quickly.

Here are some key dates:

10 May: you can no longer create or edit campaigns using Partner Categories based on audiences from the UK, France and Germany.  However current campaigns will continue to run for a further 2 weeks.

25 May: delivery to Partner Categories in UK, France and Germany will end.

Keen-eyed readers will spot that the 25th May is also the first enforcement date of GDPR, so this change is more likely to relate to GDPR housekeeping than any specific concerns about how Facebook is managing user data.

In terms of actions, advertisers will still be able to access third party data across a wide range of programmatic display options – what is disappearing is the ability to combine that with audience data on Facebook.

That said, the next few weeks could be a great opportunity to test the impact of third-party data on customer acquisition activity within Facebook, with a view to rolling out successful audiences into programmatic after the 25th May.

Related posts:

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McDonald’s ‘Baby Bakwit’ video visits Filipinos displaced by conflict


When militants seized the Philippine city of Marawi last year, thousands of residents were forced from their homes to avoid the fighting. The government retook the city, but not before many lives were changedincluding those of mothers who gave birth while displaced. For an annual “National Breakfast Day” promotion in which it tries to showcase uplifting stories, McDonald’s Philippines and a journalist visited the evacuees, or “bakwit,” for a video that appears among promotions for shoes, smartphones and Persil ProClean on this week’s Viral Video Chart.

As always, the rankings below reflect both organic views initiatied by curious viewers and paid advertising online. Previews for movies and video games are excluded so they don’t overwhelm the chart.

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Continue reading at AdAge.com

Google Ad Blocking Update: Implications for Advertisers

Google Ad Blocking Update: Implications for Advertisers

Post by Gordon Ferris, Vice President of Performance Media

The Coalition for Better Ads has developed initial Better Ads Standards for desktop and mobile web in both North America and Europe. To comply with the Coalition, Google Chrome is blocking all ads deemed out of compliance (i.e. intrusive, annoying, etc.), such as:

Desktop

  • Pop-up ads
  • Auto-playing video ads with sound
  • Prestitial ads with countdown
  • Large sticky ads

Mobile Web

  • Pop-up ads
  • Prestitial ads
  • Ad density higher than 30%
  • Flashing animated ads
  • Auto-playing video ads with sound
  • Posticial ads with countdown
  • Full screen scrollover ads
  • Large sticky ads

Additionally, the following rules also apply:

  • If one ad on a page is deemed out of compliance, then all ads on the page will be blocked
  • Violators of these standards will be included in the Ad Experience Report
  • These ad types are already the lower-performing ad types based on users’ distastes
  • The impact on other ads will be determined by the percentage of non-compliant ads in the space

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Four steps to fostering female success at work | Jack @ SXSW

Recently, I had the pleasure of speaking at SXSW with The Female Quotient Girls’ Lounge alongside our Subway® restaurants client, Meaghan Morelli, Director of Digital Content. Together, we led a discussion about women in leadership – a topic we’re both extremely passionate about. I’ve distilled our discussion into a few practical steps that will help create environments that foster the success of women.

Meaghan Morelli (right): An inspiring leader (warning: professional crush alert), mother, activist and all around badass. She manages a team of women (and one awesome man) for the world’s largest global franchise – which also happens to be run by a woman.

Our key observations

Even though we’ve seen the number of female CEOs rise dramatically over the last decade, women still face challenges in the workplace – just read the headlines. Thankfully, conversations are being held that are long overdue and changes are happening. However, one thing we’re realizing is that the blueprint for leadership was created by men, so as women, we’re trying to squeeze into a shoe that doesn’t quite fit.

Here are a few of our key observations:

  • Competitive women are held to a different standard than men. We’re expected to act like men but when we do it’s often misunderstood.
  • Many women suffer from a confidence gap, undervaluing their competence and contributions, which works against them when in environments that advance those who are the strongest self-promoters.
  • Women aren’t encouraged to be heroes. Meaghan brought an interesting point of view based on her first job working for a rape crisis program in the service of women. As a female led, female focused organization, it taught her a lot about the challenges women face and their incredible strengths. Women can be heroes, especially when advocating for other women.

 4 steps to fostering female success at work

To shift away from the ‘old’ male-defined way of leadership, and quicken the pace at which women rise through organizations, women need to create environments that foster the success of other women. Meaghan and I discussed four ways to do this:

  1. Focus less on competition and more on collaboration. Women often fall prey to unnecessary competitiveness because the male-defined concept of what it means to be valued requires us to compete with each other and sometimes even worse, mistrust each other. We hold the collective back by being competitive against one another instead of competitive through our work, and in doing so, hold ourselves as individuals back as well. Instead, we need to collaborate. We have to check our insecurities at the gate and encourage our teams to share points of view so they feel that they have a seat at the table.
  2. Create more opportunities for feedback. When you improve collaboration, it facilitates feedback. However, it is important to avoid the negative feedback loop or the zero-feedback loop. No kudos or no comments means you must be doing a bad job, right? Not always. In my experience, a lot of men prefer to manage with limited feedback. Women respond better to actionable feedback. Research published in the Harvard Business Review echoes this. At Jack, we have formal quarterly check-ins with staff. It allows us to create short-term goals and puts people in control of their development and their future. Specific positive feedback fosters growth for employees and leaders.
  3. Encourage two-way mentorship. Having mentors is very important, especially for women. An effective way to create strong, lasing mentoring relationships is by encouraging an open exchange of information in both directions. I’ve learned a lot from my mentees and mentors over the years. It’s important to teach and learn from the women we manage. Mentoring also helps to propagate a more considerate work environment.
  4. Don’t just mentor, advocate. Mentoring relationship are certainly valuable in providing advice and encouragement to women as they pursue new levels in their careers. However, those of us in a position to drive advancement shouldn’t stop there. Let’s not leave women to try and make it on their own. By sponsoring women candidates, advocating for new opportunities and career growth on their behalf, and ensuring their pay is on par with their male colleagues, we’ll help balance the scale at a much faster pace.

Meaghan and I are lucky to work for organizations that demonstrate how much they value women in leadership roles with their actions – encouraging us to speak at this conference is one. I want to be clear too that we aren’t bashing the management style of men. It’s reframing the conversation, reexamining the possibilities through a female lens. Building an environment that works for everyone.

It’s amazing to think that it hasn’t even been 100 years since women earned the right to vote.

Our time is now and for those of us that have a seat at the table, we need to be willing to make room for the talented, ambitious women who are coming up behind us. Because in the end, if we want to change the design of leadership, we have to have each other’s back.

 

Niki Herr is an SVP, Group Account Director at Jack Morton.

The Female Quotient is a movement committed to advancing equality in the workplace through collaboration, activating solutions for change and creating measurements for accountability. Its Girls’ Lounge is a destination at conferences, companies and college campuses that has become the largest community of corporate women and female entrepreneurs transforming workplace culture.

 The views and opinions expressed in this article belong to Meaghan Morelli and are not affiliated with or a reflection of the corporate policies of Subway Restaurants.

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McDonald’s Kick’s-Off “Wiiiinning” Responsive DOOH Campaign for Monopoly

To announce the return of the hugely popular Monopoly prize game, McDonald’s has kicked off a revitalised, tactical, copy-led digital OOH campaign to encourage consumers to ‘Peel and Play’. The UK-wide dynamic activation contextualises copy using date, weather, and prize data and will run across Retail, Roadside and City Centre locations for four weeks from 21st March – 19th April.

The revamped style creative uses retro comic speech bubbles announcing, “Winning feels as likely as getting caught in the rain without an Umbrella” on a bad weather day, for example. Bursts of activity run across the month and tap into date, weather and prize data with copy lines that play on the real-time conditions experienced at each billboard. A live counter also reveals the number of prizes claimed so far with the added call to action to “Get peeling for that winning feeling.”

The revamped campaign was created by Leo Burnett, produced by Grand Visual, with planning and buying by OMD and Talon. Dynamic content is managed and delivered by QDOT, using ad tech platform OpenLoop, to analyse Met Office data and trigger the geotargeted playout of messages.

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“The retro, sixties style vector artwork combined with the dynamic and contextual messaging makes this a simple, eye-catching and engaging execution that remains fresh and relevant throughout the duration of the campaign.”

Vicky Marshall, Client Director at Talon, adds:

“The brand’s successful Monopoly OOH campaigns have evolved significantly to drive real consumer action and engagement using smarter digital OOH that is dynamic and contextual. This supports wider brand activity that really stands out and elevates people’s experience with McDonald’s.”

The post McDonald’s Kick’s-Off “Wiiiinning” Responsive DOOH Campaign for Monopoly appeared first on Grand Visual.