killer content: the essentials of content marketing - berkshire digital
DESCRIPTION
Our first event after the summer sees us meet as Berkshire Digital in style, at the wonderful Easthampstead Park Conference Centre, Wokingham. To kick off the new season on September 20th, we are fortunate to have as our speaker Digital & Social Planner at OTM and tutor for the Institute of Direct Marketing, Joe Edwards, presenting one of the most talked-about topics of 2012 – Content Marketing. Joe set up his own Web and Digital Agency before going client side for a new challenge, where he changed his focus to digital B2B marketing and delivering marketing strategy. In 2009 Joe moved to Hurricane, which was acquired by OTM in 2011 (part of Target Media Communications Group the UK’s fastest growing independent media and communications agency). Joe now works across the group as a Digital and Social Planner delivering strategy and workshops across a number of different industries, including entertainment, technology and finance. Clients include: Adobe, Citi Bank, RBS, HP, Symantec, Colt, TfL, Universal and Studio Canal to name a few. On 20th September, Joe joins us to present an evening jam-packed with useful insights & advice and peppered with some of the best examples of content marketing today. In today’s connected, Googled, social world, there is a reality; more content will be created today than existed in its entirety before 2003. The simple fact is we have limited time and attention spans. You need to create KILLER CONTENT that will get your target market to engage. While the attention economy is an important consideration when creating content, you should not just be attempting to get attention but be turning your content into the talking point. It should make connections, drive interest, get shared and create advocates. Joe will talk us through the essentials of content marketing; the good, the bad and the other crap – how to create content that gets cut-through; how to find insights that will delight; how to build a strategy & tactics for your content; what it takes to be become a content king; how to use the right content to get browsers buying. Joe is a practitioner of cutting-edge web, mobile and social technologies. He is a big fan of his RSS reader and strawberryj.am, which keep him up to speed in this information heavy, content filled time we all live in. In addition to his role as Digital & Social Planner, Joe also delivers a module of The IDM’s ‘Diploma in Digital Marketing’ and is the lead tutor for the one day workshop ‘Content Marketing’.TRANSCRIPT
Discover what good content looks likeJoe Edwards – Digital & Social Planner @brandjoe linkedin.com/in/brandjoe
Hello!
• Digital & Social Planner at OTM• www.otmcreate.com• @brandjoe• Working on a new content marketing tool
to help marketers
Quick show of hands
What I hope to cover off
• Understanding the good, the bad and the other stuff• How to create content that cuts through• Techniques to find insight• Build a strategy and tactics for your content• What it takes to become a content king• Using the right content to nudge the buyer down the funnel
We Now Live In Post Digital Age
We share MORE
content
From MORE
sources
With MORE people
MORE often
MORE quickly
We’re all digital
Content is on the up!
Every two days now we create as much information as we did from the dawn of civilization up until 2003
That’s something like 250,000 years of DVD-quality video
“ “
Same old, same old
• Everyone is doing the same old thing
• There’s plenty of churn• If you can manage to overcome the
resource problem• You quickly move onto the next
problem• Delivering quality• Getting cut through
Good content is hard to find
• What do I mean by good?• Marketing focus on the Job title or demographic• Marketing focus on the vertical• Guess what?!?!?
This way of thinking is never going to get you out of the churn
How to become a content king
• DON’T become a content king• Become a CAUSE king• And do whatever it takes to
help your audience’s cause
How to become a CAUSE king
• Don’t create segments or demographics• Find your personas
Personas
• Build personas because you’ll get closer to the people• It will give you someone to aim for specifically
– Name– Age– Interests inside and outside of the office– Who do they influence?– Who influences them?– What are their pain points?– Where are they in the buying process?
• This will help find the CAUSE to back
Go out and find them
Influencers (and who to
recruit)
AttitudesTriggers
Pain PointsHot Topics
WhoDemographics
Where
CompetitionShare of the conversation
The listening workflow
KeywordsLook for trends or
common conversations
• Finding your community
• Building personas• Find influencers• Discover triggers• Pain points
Start Middle End
The listening workflow
Finding good examples of content with real cut through
• Hunting high and low • It’s not been easy• Conclusion
Your content makes me sick!
How did that make you feel?
A few more to get you thinking
• Emotions drive sharing• Sharing drives a
deeper understanding and action
• Actions drive preference
• Preference drives decisions
Where are the B2B examples?
• They are hard to find• In B2B we’re going to have to take a leap of faith
Big Red
• Objective– Engage an audience in a seemingly low priority and highly
commoditised product• Pain Points
– Don’t want a service which restricts them and causes headaches every time they want to upgrade
• Further insights– Appealing to a 30+ year old male, audience grew up with Marvel
BIG RED
• Through personalisation of content we created:– Opportunity to share – Moments of humour
It’s great when your content gets consumed
But when it gets processed and shared there’s more benefit
Shared is understood
• 73% say they process information more deeply, thoroughly and thoughtfully when they share it
• 63% more brand recall when something is interactive
Psychology of sharing New York Times 2011Barnum and sully report 2010
The Psychology of Sharing
Psychology of sharing New York Times 2011
Motivations to Share
49% say sharing
allows them to inform others of
products they care about
and potentially
change opinions or encourage
action
68% share to give people a better sense of who they
are and what they care
about
49% say sharing
allows them to inform others of
products they care about
and potentially
change opinions or encourage
action
78% share information
online because it lets
them stay connected to people they
may not otherwise stay in touch with
84% share because it is a
way to support
causes or issues they care about
To bring valuable
and entertaining content to others
To define ourselves to others
To grow and nourish
our relationship
s
Self-fulfillment
To get the word out
about causes or
brands
6 Personas of Sharers
• Segments are defined by:– Emotional motivations– Desired presentation of self– Role of sharing in life– Value of being first to share
Altruists
• Helpful• Reliable• Thoughtful• Connected
I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her.
“ “Alturists
Careerisits
• Valuable• Intelligent• Networks
I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers.
“ “Careerists
Hipsters
• Cutting Edge• Creative• Identity• Popular• Youth
Sharing is actually part of who I am. “
“Hipsters
Boomerangs
• Reaction• Validation• Empowered
When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark.
“ “Boomerangs
Connectors
• Creative• Relaxed• Thoughtful• Making Plans
I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out.
“ “Connectors
Selectives
• Resourceful• Careful• Thoughtful• Informative
I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them.
“ “Selectives
SelectivesAlturists Careerists Hipsters Boomerangs Connectors
Which one are you?
Now we know why they share | How can we influence it?
Influence sharing
• Appeal to customer motivation to connect with each other – not just with your brand– Fractal Marketing (taking
something, changing it and passing it on) – not just viral
• Trust is the cost of entry for getting shared
• KISS and it gets shared and it wont get muddled
• Appeal to their sense of humour• Embrace a sense of urgency
Sharing is the beginning
• Yes I know I said it was the aim• But lets move it on to generating conversation
Get sharedGet shared
againListen Respond
Get credit for
responding
Planning
Content Marketing Framework
Making the most of your content
• Maximise reach• Align to the buying process• Make the most of your content
He finally mentioned the word whitepaper
• Getting the most from your content• Lets look how we can re-purpose
this whitepaper
Whitepaper / report
• Lead generation
• Social conversation drivers
• Truncated, repurposed content
Infographics
Owned and 3rd party blogs
Webinars
Social tools
Meeting
Higher lead score wider reach
Take snippets of the report and tweet / update status, creating interest amongst target audience driving along the journey
Animated infographics, further opinion and insight via talking heads and vox pops, create a trailer
Presentation around the reports and how to action the information within your business
Excerpt from report with full access after data capture
Email data capture
See following pages
Maximise reach, create a journey
Homework
• The next piece of content you create– Evoke an emotion– Generate a conversation
If you need some help: Contented.ly
In Summary
• Understanding the the good, the bad and the other crap– You’ve seen some great examples
• How to create content that cuts through– Listening, personas, emotion, understanding sharing
• Build a strategy and tactics for your content– Framework
• What it takes to become a content king– Don’t, become a CAUSE king
• Using the right content to nudge the buyer down the funnel– Maximising content
• Contented.ly – Will help you through the planning process - sign up TODAY!
Joe [email protected]@brandjoe
Image Credits
• http://www.flickr.com/photos/libertinus/5061193974/sizes/l/in/photostream/• http://www.flickr.com/photos/zeptonn/3965712792/sizes/o/in/photostream/• http://www.flickr.com/photos/deepblue66/132439533/sizes/z/in/photostream/• http://www.flickr.com/photos/gaensler/5209210788/sizes/l/in/photostream/• http://www.flickr.com/photos/blackcountrymuseums/5123015826/sizes/z/in/photostream/• http://www.flickr.com/photos/35688656@N00/62711239/• http://www.flickr.com/photos/cibergaita/62711239/sizes/l/in/photostream/• http://www.flickr.com/photos/mike-burns/5095046/sizes/l/in/photostream/• http://www.flickr.com/photos/riekhavoc/5335899675/sizes/l/in/photostream/• http://www.flickr.com/photos/ruthtsang/7292092138/sizes/z/in/photostream/