the three ps of content marketing - tfm&a 2015
TRANSCRIPT
The three Ps of content
marketing
Steve Kemish F IDM
Managing Partner, Junction
@skemmo
Where does this session fit in
Who - Audience What - Message How- Channel
Data SegmentationPersona
Content MarketingStory TellingBehavioural Economics
Marketing AutomationInbound MarketingOutbound Marketing
B2C VS. B2B
Same Same but Different?
SOCIAL
Part of Inbound Marketing
Inbound Marketing
SEO
CONTENT
What are
others are
doing?
The risks
(or what every other marketer does)
Me too syndrome
Whitepaper syndrome
Field of dreams fail
Social Research
TrendsInsight
Content Creation
Optimise Content
Promote
Content Mapping
Website Launch
Newsjack Persona Mapping
Community Mapping
Engage
Host Content
Share Report & Analyse
Blog Creation
Objectives Research Primary & Secondary
Content Strategy
Content Launch
Persona Review
Planning
Promotion
Production
1. Planning
@junctionagency
Listening
Influencers (and who to
recruit)
AttitudesTriggers
Pain Points
Hot Topics
WhoDemographics
Where
CompetitionShare of the
conversation
WhatIs already
working
When
Content audit
• What have you got
• Map to sales cycle/funnel
• Map to segments or personas
• Look to reuse, recycle or reboot
Newsjacking
@junctionagency
@junctionagency
The buying process
How we see content: reach – raise – elevate
@junctionagency
Hygiene, at its best
How to measure - Starter for 10Measurement Awareness Engagement Response Advocacy
How many accounts
content reached
Number of new
fans/followers
Number of registrations Number of RTs
How many impressions
across the reached
accounts
Number of comments Number of Sales Number of earned
conversations
Share of Voice Number of
conversations
Number of Requests Sharethis/addthis
metrics
Number of Views/Visits Number of coupons
downloaded
Sentiment
Number of submissions
Number of clicks
Effectiveness Cost per Impression Cost per
engagement
Cost per lead
or Sale
Cost per referral
Cost per unique visitor Cost per follower Retention rates
Cost per sales/ lead
Average purchase cost
2. Production
Social Research
TrendsInsight
Content Creation
Optimise Content
Promote
Content Mapping
Website Launch
Newsjack Persona Mapping
Community Mapping
Engage
Host Content
Share Report & Analyse
Blog Creation
Objectives Research Primary & Secondary
Content Strategy
Content Launch
Persona Review
Planning
Promotion
Production
Creating compelling content
SEO: human vs. spider
Personas• Build personas because you’ll get closer to the people
• It will give you someone to aim for specifically
– Name
– Role
– 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
Provoking an emotional response
Behavioural Economics mixes human psychologyand neuro-science to scientifically test what people do under certain decision-making scenarios.
This field of study has led to several Nobel Prizes, and most importantly for us, a scientific framework to use in marketing – all based on empirical evidence and the science of how decision-making is determined.
Behavioural Economics
Other terms you’ll hear thrown around
Neuro-marketing
Decision science
Buyer psychology
Remember we are predictably
unpredictable
Vs
In practice: The Decoy Effect
“We don’t have an
internal value meter that
tells us how much things
are worth. Rather, we
focus on the relative
advantage of one thing
over another, and
estimate value
accordingly.”
Predictably irrational – Dan
Ariely
16%
0%
84%
68%
32%
The principle of framing
Intangible value
Language
‘Descriptively obvious’ headlines, titles etc.
Say it once, say it twice, say it thrice and so on
‘System 1’ marketing
Simple clear language actually helps thought leadership, expert positioning and
consultancy-led selling and positioning
Follows the language point. But if we make people think too much, people skip
and move on
Repetition aids believability, reduces perceived risk and moves a brand or message
into the auto-pilot
3. Promotion
Social Research
TrendsInsight
Content Creation
Optimise Content
Promote
Content Mapping
Website Launch
Newsjack Persona Mapping
Community Mapping
Engage
Host Content
Share Report & Analyse
Blog Creation
Objectives Research Primary & Secondary
Content Strategy
Content Launch
Persona Review
Planning
Promotion
Production
It’s great when your content gets
consumed
Don’t aim to get consumed
Aim to GET SHARED
But when it gets processed and
shared there’s more benefit
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
Distribution channels
• YouTube
• Google+
• Forums
• Search (SEO)
• Content Distribution Software
• Internally
• Face to face
• Events
Content is key
Content powers all digital activity and must be compelling to the audience
To succeed, brands must earn their position with content
• Old SEO - content created for link placement
• New SEO - content driven by user needs
• Visibility is an outcome of content consumption
Thanks for listening
download these slides now at:
www.slideshare.net/skemmo
@skemmo