Fierce Excerpts: “Relentlessly pursuing worthiness.” A lesson from Kraft.

by | Apr 23, 2015 | Fierce Excerpts

Now Reading: Kraft Says It Gets Four Times Better ROI from Content Than Ads

http://adage.com/article/best-practices/kraft-content-drive-broader-marketing-effort/294892/

Kraft Foods is no stranger to content marketing. Julie Fleisher, the company’s director of data, content and media, is quoted as saying that Kraft now generates the equivalent of 1.1 BILLION ad impressions a year and a four-times better ROI through content-marketing than through even targeted advertising. Fleisher says one key has been thinking of content in some ways the same as paid advertising.

Facebook and other social media actually have led many marketers to de-value content by thinking of the distribution as free. “It’s not about putting something out every day to be part of the conversation,” Ms. Fleischer said, adding that Kraft believes brands shouldn’t post content they don’t deem worth of paying to distribute. She calls this approach “relentlessly pursuing worthiness.”

Here are three more great tips that Fleisher shares about additional keys to success in content marketing:

Market to individuals, not segments
Kraft tracks 22,000 attributes of the more than 100 million annual visitors to its websites and has merged its content and data-management platforms. The data is used to power the increasingly individually addressable advertising Kraft does through its programmatic media buying, which Ms. Fleisher eventually expects to account for the majority of the company’s buys.
Pay attention to trends and apply them quickly
If Parmesan roasted potatoes and green velvet cupcakes are doing well organically on Pinterest, then Kraft adds them to beta tests for promoted pins as well.
Realize that content and advertising are inextricably linked
Content outperforms advertising in terms of engagement, Ms. Fleischer said, “but relevant content programmed strategically with your advertising makes your advertising work harder for you.”

Want more tips of how to create the best in content marketing? Check this out: https://www.thinkwithgoogle.com/

In Jordan Teicher’s article about “Think With Google” he says, As Allison Mooney, Think with Google’s editor-in-chief and the head of trends and insights for Google Marketing, told me over email: “We spoke with a lot of our partners about how we could best help them access the same data, analysis, and insights that inform our own strategies, and Think With Google was a result of those conversations.”

Now that marketers can see these trends on Think with Google, it takes some of the guesswork out of creating content and makes it easier for everyone to do their jobs more efficiently. The site even contains a Databoard section with a “Build Your Infographic” tab that lets marketers mix and match Google’s studies to create custom data reports for their own publishing efforts.

Read the entire link here: http://contently.com/strategist/2015/04/16/think-with-google-how-the-search-giants-online-mag-is-schooling-marketers/?utm_source=facebook&utm_medium=paidsocial&utm_campaign=thinkwithgoogle