gagging for it: why content marketing is a fantasy
DESCRIPTION
Why marketers are wasting time and money on content strategies, when they should be playing the real-time Information GameTRANSCRIPT
Richard Stacy 2014
Gagging for it
The uncomfortable truth about consumers, content marketing, engagement, social
media, information… and butlers
richardstacy.com 2014
So tell me, what are two hot consumer babes like you doing in an online environment like this?
richardstacy.com 2014
I know what you are after, you want a bit of
engagement don’t you?
richardstacy.com 2014
I reckon it is a long time since either of you lovelies were really
‘engaged’ by a brand know what I mean?
richardstacy.com 2014
I bet you’re really gagging for it. I can track your sentiment,
I know what consumers like you really want
richardstacy.com 2014
Tell you what, come back to my brand world and I will give you
a truly immersive brand experience
richardstacy.com 2014
And then you can give me the old ‘thumbs up’ treatment, know what
I mean
richardstacy.com 2014
Yeah baby, yeah!
richardstacy.com 2014
But first, just to get you excited, just to get you in the mood for it, I can slip
you a little something
richardstacy.com 2014
… a lovely little line of grade A content, just
for you
richardstacy.com 2014
Lots more where that
came from I can tell you
richardstacy.com 2014
Consumer babes, check out the size of
my content strategy. Its
MASSIVE richardstacy.com 2014
Now, sit on my Facebook page and tell me that
you like me
richardstacy.com 2014
Wow, what a great guy!
Can’t wait for some
more of that content
And they are thinking…
richardstacy.com 2014
Can’t wait for some
more of that content
… in his dreams richardstacy.com 2014
Wow, what a great guy!
… in your dreams?
richardstacy.com 2014
It is time to wake up from the content and engagement party
richardstacy.com 2014
There is no such thing as a “Great Content Brand”
richardstacy.com 2014
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
There is no such thing as a “Great Content Brand”
richardstacy.com 2014
http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
Just a Great Brand
And what do great brands do? How do they understand their relationship with consumers?
richardstacy.com 2014
Great Brand
Consumer
richardstacy.com 2014
She doesn’t want you to get into bed with her
richardstacy.com 2014
Great Brand
Consumer
She doesn’t even want to be your friend
richardstacy.com 2014
Great Brand
Consumer
She wants you to:
• Listen, be attentive • Bring her • Speak only when you are #spoken to
richardstacy.com 2014
Great Brand
Consumer
And if you do your job well, she may give you some respect, value your contribution and even help you do your job (for her) better
richardstacy.com 2014
Great Brand
Consumer
Content m’Lady
Not now Parker, I am on WhatsApp
with Virgil
richardstacy.com 2014
Just one for those of a certain age
And it doesn’t matter how big your marketing budget is because …
richardstacy.com 2014
B R A N D
In social space no one can hear
your marketing budget scream
richardstacy.com 2014
Forget content strategies This is the Information Game
richardstacy.com 2014
The Information Game is…
• Relentless • Real-time • It begins afresh every time your
consumer gets out of bed
richardstacy.com 2014
• You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests
richardstacy.com 2014
• You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests
richardstacy.com 2014
Consumers are already beyond their limits of consumption, because their limit* was set at close to zero *But information has no limits to consumption
There is no impending ‘Content Shock’
richardstacy.com 2014
http://www.businessesgrow.com/2014/01/06/content-shock/
Average engagement rates with ‘content’ on brand Facebook pages is a tiny 0.24% (and this is among the people who already ‘like’ you)
How much lower than this do you want to go before you call a taxi?
richardstacy.com 2014
And they are thinking…
Time to call a taxi
And you are not going to
be in it
richardstacy.com 2014
And they are telling you…
Today’s game is behaviour
identification and response
Channel and content is
yesterday’s game
richardstacy.com 2014
And they are telling you…
If only you would listen richardstacy.com 2014
Today’s game is behaviour
identification and response
Channel and content is
yesterday’s game
Join me at the bar: richardstacy.com
Or read the book
richardstacy.com 2014
(I can tell you how to win the real-time Information Game)
http://www.amazon.com/Social-Media-Three-Cent-Rule-ebook/dp/B00DI4H440