how to create the right content at the right time to the right audience
TRANSCRIPT
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@basvandenbeld
Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com
How to create the right content at the right time to the right audience
@basvandenbeld
Speaking, Consulting, Publishing, Training
The Inbounder, Valencia, 2016
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@basvandenbeld
HOW TO CREATE THE RIGHT CONTENT AT THE RIGHT TIME TO THE RIGHT AUDIENCE
BAS VAN DEN BELD
#theinbounder Ponencia en inglés - Ponte los
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@basvandenbeld
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@basvandenbeld
The New Hope?
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We have a problem
@basvandenbeld
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@basvandenbeld
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@basvandenbeld
On WordPress alone, there’s over 2 million blog posts published every single day. That’s 83,000 blog posts an hour.
Source: https://wordpress.com/activity/posting/
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@basvandenbeld
Every second, on average, around 6,000 tweets are tweeted on Twitter, which corresponds to over 350,000 tweets sent per minute or 500 million tweets per day
Source: http://www.internetlivestats.com/twitter-statistics/
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@basvandenbeld
There are about 4.75 billion Facebook Updates every day
Source: Facebook
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@basvandenbeld
Google has indexed 45 trillion pages in April 2016…
Source: http://www.worldwidewebsize.com/
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@basvandenbeldh"p://www.worldwidewebsize.com/
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@basvandenbeld
And most of it… …is rubbish…
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@basvandenbeld
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@basvandenbeld
For marketers this means…
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
Attention is a currency
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@basvandenbeld
The marketer’s solution?
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@basvandenbeld
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@basvandenbeld
And then
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@basvandenbeld
More content
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
But we want to stand out!
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@basvandenbeld
So we create…
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@basvandenbeld
“Different content”
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
Only 30% of marketers rated their content marketing efforts as effective
Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs
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@basvandenbeld
In 2013/2014, the volume of content produced per brand increased by 78%, but the engagement decreased by 60%
Source: http://trackmaven.com/resources/the-content-marketing-paradox-report/
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@basvandenbeld
Content Marketing is not about publishing everything we know
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The real solution?
@basvandenbeld
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@basvandenbeld
The New Hope?
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@basvandenbeld
Relevant content when and where it matters
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@basvandenbeld
Help your audience find the answer to their problems
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@basvandenbeld
The difference between helping and selling is only 2 letters
Jay Baer - Youtility
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@basvandenbeld
Look beyond the obvious
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@basvandenbeld
Content creation should be about Anticipation
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
How?
•This is a mindset!
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@basvandenbeld
Understand the (changing) landscape
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
How?
•Follow industry blogs •Follow what is said on social •Read books! •Talk to people around you! •Test!
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@basvandenbeld
Understand your goals
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
How?
•Brainstorm them out! •Talk to colleagues •Talk to clients
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@basvandenbeld
Understand relevancy
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@basvandenbeld
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@basvandenbeld
How?
•Get to know those you are targeting
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@basvandenbeld
The wrong assumption is that someone starts at 0. Wrong, everyone has preconceptions
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
http://std.al/netflixaddictive
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
How?
•Research social media •Find questions •Research your e-mail! •Track behaviour
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@basvandenbeld
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@basvandenbeld
Understand perspective
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
How?
•Talk to customers •Get others involved •Never assume!
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@basvandenbeld
Understand steps people take
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@basvandenbeld
We are focusing our efforts here
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@basvandenbeld
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@basvandenbeld
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Now you can create and market content
@basvandenbeld
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Choose your Content types wisely
@basvandenbeld
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@basvandenbeld
Shareable content Thought leadership content
Educational content Product contentBranding content
Persuasive content
E-books
Social content
Webinars
Press releases
Branded videos
Fact sheets
Speaking
Reviews
Checklists
Network ing
Demo's
Ratings
Price guide
Endorsements
Events
Trend reports
Infograp hics
Reports
Quotes
Expert content
Slide shares
Guest blogs
How to guides
Interviews
Emails
Event information
Lunches
Case studies
Outreach
Sales conversatio
ns
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@basvandenbeld
Each piece of content has to have its own goal(s)
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@basvandenbeld
Content to win their trust
Thought leadership content
Educational content
Branding content
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
Content to make them come back
Thought leadership content
Educational content
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
Content to make them talk
Thought leadership content
Branding content
Persuasive content
Shareable content
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
Content to make them convert
Product content
Branding content
Persuasive content
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@basvandenbeld
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@basvandenbeld
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@basvandenbeld
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Getting there
@basvandenbeld
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@basvandenbeld
Plan it out (example)AudienceType
Targetaudience
Theirgoals
Yourgoals
TheNextBestClick
Whatphasesaretheyin
ContentType Content
Seekers Describe Findcontent
Makethemjoiners Signup Unaware
Thoughtleadershipcontent
Guestblog
Joiners Describe Hearfromyou
Gettheminterestedinsomething
else
ReadanotherarFcle
Aware EducaFonalcontent Webinars
Sharers Describe Lookgood Havethemshare
Sharebu"ons
Aware/Unaware
Shareablecontent
Socialcontent
Buyers Describe Getwhattheywant
Makethembuy Pay Researching Product
contentBrandedvideo
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@basvandenbeld
Make sure things works together
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@basvandenbeld
The right gear
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@basvandenbeld
Connect the dots…
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@basvandenbeld
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@basvandenbeld
New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”
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@basvandenbeld
I tweet, share, and write about this stuff. Get regular updates by subscribing here: http://std.al/
Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beldwww.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld
New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”