jonathan henley: shape-shift your content
TRANSCRIPT
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SHAPE-SHIFTYOUR CONTENT
WITH
JONATHAN HENLEY
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HELLOWELCOME TO MY VIEW OF SHAPE-SHIFTING STUFF TO MAKE IT BETTER.
SHAPE-SHIFT YOUR CONTENT 2Twitter: @JayRHenley Web: www.communicationscrucible.com
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WHAT?SHAPE-SHIFTING…
SHAPE-SHIFT YOUR CONTENT 3Twitter: @JayRHenley Web: www.communicationscrucible.com
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UNDERSTANDING YOUR AUDIENCE1
PITCHING YOUR CONTENT TO MATCH YOUR AUDIENCES
HOW TO TAILOR YOUR TOP CONTENT
TODAY
2
3
SHAPE-SHIFT YOUR CONTENT 4Twitter: @JayRHenley Web: www.communicationscrucible.com
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WHY IS THIS IMPORTANT?
SHAPE-SHIFT YOUR CONTENT 5Twitter: @JayRHenley Web: www.communicationscrucible.com
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SHAPE-SHIFT YOUR CONTENT 6
What do we want?‘Useful, relevant information.’When do we want it?‘Yesterday.’
Twitter: @JayRHenley Web: www.communicationscrucible.com
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SOME GRATUITOUS
GENERALISATIONS
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SHAPE-SHIFT YOUR CONTENT 8
GLUTTONS
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SHAPE-SHIFT YOUR CONTENT 9
VERY PICKY….
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SHAPE-SHIFT YOUR CONTENT 10
‘FADDISTS’
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SHAPE-SHIFT YOUR CONTENT 11
THE AVERAGE SCHMO
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SHAPE-SHIFT YOUR CONTENT 12
TECH-SAVVYTRIBES
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SHAPE-SHIFT YOUR CONTENT 13
THE EDUCATED BUYER
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SHAPE-SHIFT YOUR CONTENT 14
DIGITALNOMADS
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HOW TO GET UNDER THEIR
SKIN?
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First principles, Clarice. Simplicity. Of each particular thing ask: What is it in itself? What is its nature? What does he do, this man you seek?
“”
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THE SCIENCE BIT
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27,000,000 Pieces of content
shared each dayAOL & Nielsen (2012)
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9 OUT OF 10Organisations market
with contentContent Marketing Institute 2012
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86% of B2Cmarketers use
content marketing 91% of B2B
SHAPE-SHIFT YOUR CONTENT 20
Content Marketing Institute 2012
Twitter: @JayRHenley Web: www.communicationscrucible.com
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64% of B2Bcontent marketers say
their biggest challenge is producing enough content
Content Marketing Institute 2012
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Companies with an active blog report
97% more leadsContent+ 2013
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90% of userslisten to recommendations
shared by friendsVoltier Digital 2012
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73%of all industry-specific Twitter posts include
content sharingAOL & Nielsen 2012
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99%of people who share
via social networks do so via multiple platforms
AOL & Nielsen 2012
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58%of consumers trust
editorial contentAOL & Nielsen 2012
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90%of consumers find
custom content usefulCustom Content Council 2011
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78%believe that organisations
providing custom content are interested in building good
relationships with themCustom Content Council 2011
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Articles with images get 94% more views
Content+ 2013
40% of people will respond better to visual information than plain text
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Content marketing costs 62% less
than traditional marketingDemand metric 2013
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HOW?
SHAPE-SHIFT YOUR CONTENT 31Twitter: @JayRHenley Web: www.communicationscrucible.com
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RE-USE. RE-CYCLE. MOST OF ALL, PRAGMATICALLY REPURPOSE.
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Great and effective content marketing
is NOT the new BLACK…
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“Dividing a market into smaller groups of Buyers who have distinct needs,
characteristics or behaviour and who might require separate products or marketing mixes.”
Philip Kotler
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“I don't know the rules of grammar... If you're trying to
persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We
try to write in the vernacular.”David Ogilvy
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DISTINCT NEEDS or CHARACTERISTICS.
SEPARATE marketing MIXES.
Use their language, the language they use every day, the language in which they think.
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Shape-shifting content adapts to meetYOUR definitions of YOUR buyer personas.
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‘ABC Copywriting delivers
professional, premium-quality
business writing services to
corporations and organisations
throughout the UK.
We’re a cheerful lot and we’re
always chuffed to chinwag, so if
you want to chat about your
project, grab the rap-rod and give
us a tinkle. With ten years’
experience of developing content
for clients of all types, we are
ideally placed to meet your
copywriting needs. Our copy’s too
bootylicious for ya baby!’
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HANDS UP!What do you think is wrong with this finely crafted piece of prose?
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CONSISTENCYDifferent, albeit OK ideas,
fighting for supremacy.
Split-personality
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If you want your communications to be in harmony, you’ve got to
keep control of the tone.
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Being tone deaf or just mute.
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Speak WITH people rather than AT people.
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Being just – well – irrelevant
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Use a laser-guided missile nota carpet bomb
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Empathy rather than
impersonation.
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INSIGHTS TOWORK LIFE1
OBJECTIVES, ORIENTATION, AND OBSTACLES
HOW TO UNDERSTAND & ADDRESS THESE ISSUES
What’s important
2
3
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Personas don’t buy. PEOPLE do.1
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SHAPE-SHIFT YOUR CONTENT 51
Emmett Clayton:Well, chess is the
ultimate test of the human mind, isn’t it?
Tomlin Dudek:You think so? I
always thought it was women.
Never forget the complexity of the buyer and his or her
buying rationale. Always seek to understand
your customer more.
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SO ASK THE CUSTOMERUse interviews gathered from salespeople,
customer service interactionsand customers.
And not just any kind of interview will do.
Focus on what the buyer is trying to achieve.
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2
SHAPE-SHIFT YOUR CONTENT 53
Humanistic v mechanistic
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REALLY…ASK THE CUSTOMER
Personas should becomeinstrumental in the development of our
content and marketing strategies.
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3
SHAPE-SHIFT YOUR CONTENT 55
Make your marketing flexible not fixated
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SHAPE-SHIFT YOUR CONTENT 56
Guidelines will not compensate for lack of writing ability or
common sense
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4
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Personas aren’t the silver bullet.
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SHAPE-SHIFT YOUR CONTENT 58
Sgt. Leftkowski:You know, Lieutenant, uh, I’m in the homicide office at least, uh, once a week. I don’t think I’ve ever seen
you there.
Lt. Columbo:Well, I don’t get down there too much. None of the murders take
place there you know.
You cannot understand your market from behind a desk alone.
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Empathy rather than formula1Ask your customers
Don’t forget it’s a MIX for a reason
The ‘difficult’ final slide
23
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Write with the reader and channels in mindBe consistent and naturally so
45
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THANK YOU
JONATHAN HENLEY