How TouchBistro is Using Content Marketing to Grow its Business

In today’s crowded digital landscape, the question driving every marketing campaign is how to get noticed? With people’s shifting priorities now favouring the natural discovery of products, marketing has become an area where companies aim to have an increasingly strategic competitive advantage for growing their business.

In this series on BetaKit, you’ll join COO Vitaly Pecherskiy as he meets with top minds in the marketing and advertising industry to uncover how Canadian companies use forward-thinking strategies and cutting-edge software to break through the noise.

 

To kick things off, Vitaly Pecherskiy had the pleasure of sitting down with Tiffany Regaudie, content marketing manager at TouchBistro, where he learned more about how the company successfully uses content marketing to grow their business.

Can you talk about how your team is structured and what is the culture of the marketing team like at TouchBistro?

Our marketing team is made up of two main pillars: demand generation and brand. Content marketing sits within a communications team on the brand side. I report into a senior communications manager, and I have a content marketing specialist that reports into me.

Our marketing team culture is one of my favourite parts about working at TouchBistro! We live by autonomy and accountability, which means we are given the freedom to succeed and fail. It’s an exciting time to be at TouchBistro – we’re at a high growth stage, and luckily our leadership know that growth requires being bold and trying new things. I’ve never been so well-resourced to do my best work.

TouchBistro's POS system

TouchBistro’s POS system.

How does your team judge its success?

My KPIs as content marketing manager are based on increasing traffic to our blog, subscribers to our blog, and views on our brand videos. I live and die by these metrics every quarter! I also personally judge our success using other metrics I think are important, such as increasing time on site, decreasing bounce rate, and getting more video completions under our belt so we can retarget that audience with campaigns that tell a larger narrative about our brand.

But I do also have an “agency” function to my work, which is really to support generating leads on the demand generation side of the marketing team. I’m the creative lead on many of the projects that come from our demand gen team, so I am still tangentially accountable for generating leads that way.

How do you distinguish between must-have content and fluff? Or are you a believer that any content can have legs?

Our audience is made up of independent restaurateurs who are very much expected to be the jack-of-all-trades of their business. They’re people who just want to make great food and deliver an amazing guest experience, but they actually need to be accountants, marketers, and human resources experts on top of being great chefs.

So our must-have content is the “how-to meat” for restaurant owners: how to know enough about accounting to make sound business decisions, how to rock a social media campaign to get noticed, how to design a menu in such a way that’s going to increase sales – this is the content that does very well for us, because it’s geared toward making restaurateurs’ lives easier.

Producing content takes up so much time and so many resources that it can be easy to overlook a thoughtful distribution strategy.

I come from a book publishing background, so I’ve spent a lot of time editing whole manuscripts and content that goes very deep on a subject. I’m pretty grateful for this experience, as I like to think it’s kept me devoted to quality content over fluff. I do believe that any piece of content that speaks to your audience can have legs – it’s just a case of how long you’re willing to wait for those legs to start moving and gain speed. You have to be timely and solve a problem to get noticed quickly.

Have you seen patterns in the type of content you produce and its success?

Video as a medium is, of course, a type of content that does well for TouchBistro. We just released our first brand video, which garnered more than 3 million impressions and a higher-than-average completion rate across several channels (through StackAdapt and YouTube, among others). While it’s definitely easier said than done, we are shifting toward a video-first strategy, as video is obviously now the most consumable form of content across all audiences.

How do you determine ROI for content?

We measure ROI in several ways, from both a demand generation perspective and a brand perspective. On the demand gen side, we measure ROI by the amount of leads we can move down our funnel, from engaging with a piece of gated content to requesting a quote and being passed to our sales team as an opportunity. We have some strict economics at TouchBistro that govern how much we are willing to pay for a lead that books a demo vs. downloads a piece of gated content or subscribes to our blog.

But on the brand side, we’re much more focused on establishing our brand presence in new markets, given that we have just entered London, UK, Bogota, Colombia, and Mexico City. So as we are still establishing our brand in these markets, we measure ROI via impressions, website traffic, and how many people engage with our SEM ads.

Creating content can be expensive – how do you decide if it needs to be amplified through paid channels and how do you decide how much to pay for distribution?

I base our paid distribution decisions on past organic search traffic performance, so I know the content is in demand and has legs. From this foundation, I’ve developed a solid bank of data that tell me which types of content I should amplify and for how much.

Think about how much money you’re willing to put behind a piece of content … because organic traffic just isn’t what it used to be.

We already know we’ll be putting a larger paid push behind video campaigns, but for other types of content, I base my budget on topic relevance. For example, this year 18 states and 20 cities in the US raised minimum wage, which has been a hot topic among restaurant owners. I developed a significant repertoire of content on rising minimum wage, which I’ll continue to slow drip throughout the year with several paid campaign pushes behind them – the topic is timely and people want to read about it, so it deserves the amplification.

What advice would you give to an organization that’s new to content marketing?

Think as much about content distribution as you do about content production. Producing content takes up so much time and so many resources that it can be easy to overlook a thoughtful distribution strategy. So don’t just think about the content itself and what it will look like, but where it should live and how users should consume it. Think about how much money you’re willing to put behind a piece of content … because organic traffic just isn’t what it used to be.

Rapid-fire bonus questions!

Number one metric every marketer should care about is…Time on site. Visitors don’t mean much if they’re not consuming and therefore remembering your content.
One thing most marketers don’t spend enough time on is…Thinking big picture. Marketers are doers, which is great, but you need to think about how your campaigns relate and build on each other.
To become a better marketer one must… Read, read, and read some more. Marketing is a moving target. If you don’t keep up with best practices, you’ll become obsolete before you know what hit you!

4 min read

How to Choose the Right KPI for Your Next Digital Campaign

Your Key Performance Indicator (KPI) is your yardstick of success. Yet, many marketers are unclear how to whittle down hundreds of data points into just one or two indicators of a successful programmatic campaign. While there is no set-it-and-forget-it formula, we’ve generated a chart that will help you understand how to choose the right KPI for your next digital campaign.

Possible KPIs Include

  • Impression delivery
  • Click delivery
  • Efficient Metrics (effective CPC, effective CPM,  effective CPE, effective CPA)
  • Time on site
  • Engagements
  • Video completions

Choosing the Right KPI

There may be many different objectives that you are trying to achieve as a business. The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

Once you know your main objective, you can build your funnel. For example, if you are a new business your audience will probably be new users who have never been to your site before. This will dictate your funnel, which will be focused on upper to middle funnel KPIs. You want your customers to grow affinity towards the brand (primary KPI: video completions) and then spend time on your site getting to know you (secondary KPI: Time on Site). With this, you may want to run a native video campaign and build a retargeting campaign off of users who complete the video, serving them a native ad and ultimately, driving time on site.

Align Your KPI to Your Business Goal and Your Chosen Tactics to Your KPI

You should have a maximum of 2 KPIs per campaign, aligned to a singular business goal. Part of deciding on these KPIs and effectively reaching your chosen business goal is to ensure you are using the correct tactics in order to get there:

  • Pre-Roll Video: Completed Views (CPCv)
  • Outstream Video: Clicks to Site (CTR)
  • Native Prospecting: Clicks to Site / Time on Site (CTR, CPE, Time on Site)
  • Native Retargeting: Clicks to Site / Time on Site / Conversions (CTR, CPE, CPA)

how-to-choose-the-right-kpi

 

4 min read

How to Capitalize on Winter Sports Hype Through Digital Advertising

Television is no longer our sole portal to some of the biggest sporting events of the decade. Today, we stream events on smart TVs, desktops, laptops, and apps. Our phones keep us updated in real time, and we’re as likely to catch the highlights on a publisher site as we are to rely on official network content.

This new world of content consumption is great news for advertisers: You don’t have to be an official event sponsor to capture the attention of sports audiences. Here are three major ways to capitalize on game day hype through digital advertising.

1. Segment Targeting: Reach Users Engaging With Sports Content

Standard Segments

Programmatic advertising allows you to target standard segments of people who have shown interest in a specific sport in the past few days. These segments track consumer behaviour online, allowing you to capture a sport’s audience who also happens to be your target audience.

For example, if you know your audience is likely to have an interest in ice skating, you’re able to serve ads to that specific psychographic across thousands of publisher sites. Consider how many publisher sites recently reported on Mirai Nagasu’s historic triple axel. Harness that hype through the sophistication of programmatic segment targeting.

olympic-ad-example

First-Party, Custom Segments

Through StackAdapt’s programmatic platform, you’re also able to create custom audience segments. These segments, built especially for your brand through first-party data refreshed on a rolling 7-day basis, use machine learning and natural language processing to determine relevant browsing behaviour and ultimately, the implicit intent of a given user.

This means that not only are you reaching the people who matter to your brand, you’re reaching them at the exact time they are actively engaging with topics relevant to your product or service. This intent-based targeting drastically increases the likelihood of conversion from audience member to customer.

For example, if you know your audience has a penchant for high adrenaline sports like luge and skeleton, you’re able to build a segment unique to your needs. Try building a customized audience segment based on sports viewership relevant to your brand.

Learn more about Custom Audience Segments Here

B2B Segments

Another way to segment your audience is by focusing on specific institutions. Rather than targeting an entire city, these B2B segments capture audiences within a specific institution (university, hospital, airport, company etc.) so you can reach people in the places that matter the most to your brand.

For example, if you are a low-interest credit-card company, you can harness a sporting event’s audience by modifying your ad creative to capture team spirit and then serving ads to universities filled with students looking for low-cost credit options.

2. Dayparting to Sync Up with Specific Events

While the previous section dealt with who and where you choose to target, when you target your audience is of equal importance. In the case of sports campaigns, serving your ads during high profile events can help you make the most of your programmatic bids by ensuring your audience is consuming content at the same time your ad is likely to be served, increasing the impact & reach of your ad.

“But how will they see my ad if they are already watching the event,” you ask? According to AdWeek, 87% of consumers use more than one device at a time, making advertising on mobile (such as programmatic native) a smart choice for advertisers looking to reach their audience alongside sports content.

3. Integrate Your Social and Programmatic Campaigns

Many marketers associate the term “programmatic” with social media. And while social is one area of programmatic advertising, there are a number of benefits to reaching outside those walled gardens. Integrating your Facebook campaigns with your Demand Side Platform (DSP) allows for one-click convenience & powerful data incorporation.

Running Facebook campaigns through your DSP combines the powerful first-party data of technology such as Custom Audience Segments with the intelligence of Facebook Lookalike Audiences.

For example, if you are running a sporting event specific campaign across social media, integrating this campaign with your DSP ensures that your next campaign will be more intelligent than the last.

4 min read

10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts

2018 is in full swing and we’re excited to see what innovative digital marketing and advertising strategies our clients come up with this year. To help get the ball rolling and to ensure your next campaign hits your intended KPIs, we’ve rounded up some expert advice from our Custom Success team. Here are their top tips and tricks for 2018: Continue reading “10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts”

4 min read

4.5 Billion Reasons to Use Omnichannel Programmatic for your Next Ad Campaign

The indexed web now has over 4.5 billion pages. As for in-app ad inventory, over 500 new apps are released into the Apple App Store every day (and that’s just one store!) Can you imagine attempting to manually sell all of that ad space? Impossible.  Enter omnichannel programmatic buying and selling. Continue reading “4.5 Billion Reasons to Use Omnichannel Programmatic for your Next Ad Campaign”

4 min read