SlideShare une entreprise Scribd logo
1  sur  22
Télécharger pour lire hors ligne
A – Z of
                                            CONTENT
                                            MARKETING
                                            B is for
                                            Business

mcm2, Nantwich, Cheshire - www.mcm2.co.uk
                                                    Confidential mcm2
This is the 2nd in a 26 long series of presentations –
hopefully it will give you a good breakdown of content
marketing.
If you missed A is for Audience, then you can of course
find it pretty easily on slideshare.
The idea is to give people a really good view of content
marketing, how it works, how to do it, and probably the
most important to everyone what the benefit is for your
business.
We know that done well, content marketing can
generate high quality leads, traffic and business, over an
extended period.
The trouble is that done badly, it can be an all
consuming waste of time.
We all need to know how to do more great content
marketing, and less rubbish.




                                                     Confidential mcm2
So B is for Business.                 Audience
Your customers, a wild and
wonderful bunch, are made up of
unique individuals, and so is your
business.




                           Business              Confidential mcm2
So, how to we get the two to      Audience
work together? We need to
understand our own business
so that we can communicate
with our audience, without
making us faceless and boring.




                       Business              Confidential mcm2
It’s really important if we are going to make
                Sue in      content marketing work, that we retain our
             Sales, loves
                Nanci       individual personalities, that we are not just
               Griffith
                            a faceless business. No one loves a faceless
                            business.
 Dave in
accounts –
   wears
 women’s                    We need to retain our individuality, to
  clothes
                            retain our personality.

                            People buy from people and in the end that
                            is why we are doing content marketing – to
                            sell stuff

                                     Pete likes
                                   transformers




                                                                   Confidential mcm2
Remember your Content Strategy sits here.

                         What they
       What you          need to
       need to tell      know
       people
   Business                            Audience
       What you            What they

       want to tell        want to
       people              hear




                                                  Confidential mcm2
Your Content Strategy sits here.

                                 What they
Your strategy sits where the
 needs and wants of your
           What you              need to
           need to needs
business overlap the tell        know
     and wants of your
           people
         audience.
     Business                                  Audience
 We discussed you Audience
           What the                What they

           want to tell
in the first presentation, the     want to
  next step is to talk about
           people                  hear
         the business




                                                          Confidential mcm2
Your Content Strategy sits here.

                        What they
                       If what you are doing is not
       What you          need to
                        firmly based on what your
       need to tell      know
                        business needs and wants
       people               to tell people, then it
   Business                           Audience
                       cannot serve any long term
       What you
                        purpose. Marketing that is
                            What they
                           not based on what the
       want to tell         want to
                       business needs is marketing
       people               hear toss!




                                                  Confidential mcm2
Your Content Strategy sits here.
  But to recap – just in case
  you don’t want to look at
  the other presentation -If    What they
  what you are doing is not
        What you
     based on what the
                                need to
        need to tell
      audience wants to         know
        people
    hear, then what is the
   Business point?                            Audience
   TheyWhat you
        won’t engage, they        What they
  wont listen and they wont
       want to tell
   bother to buy from you.        want to
       people
      Why should they?            hear
    There is no emotional
         engagement




                                                         Confidential mcm2
So, since B is for Business, lets talk about that.

We go through a simple process to work out
what to do
• Who are we?
• What do we stand for?
• What makes us different?
• How do we explain ourselves?
• What do we want to talk about?
• What do we have to talk about?
• What are we excited by?




                                              Confidential mcm2
Who are we?
                       Who do we stand for?



                                 What makes us
How do we explain                 different?
   ourselves



What do we                       What do we have
want to talk                      to talk about?
  about?

                                 What are we excited
                                       about?



                                                 Confidential mcm2
Who are we? – what are the        Name – what do people call us
    facts of our business?
                                           Brands – what are they?


                                         Products – so what are we actually
                                        selling? And what are the reasons to
What do we actually want people                believe in our products
 to do, and how do they do it. So
factually how to people interface
             with us?                     Where are we? And so what is our
                                                  main language?

 Products – what do
                                                     How long have we been
they actually do? (not
                                                    established – are we a well
   as obvious as it
                                                 established brand, or a start up –
       sounds
                                                  where are we in our lifecycle?


                                                     Where can I get all the data and
                                                     technical information about my
                                                          products and brands




                                                                               Confidential mcm2
What is our company culture?
                                          Who do we stand for? – as a
What are our brand values, and which of   company an organisation –
 these is our drop dead value. So what     what are our public values
  would we go up against the wall to
                protect?
                                             and what are our real
                                            values, the ones that sit
What is the emotional response               beneath the surface?
  we want our audience to
          experience?

 What is the emotional
 response we want our
     employees to
 experience when they
     work for us?




                                                                        Confidential mcm2
What is the one line statement – We are
                               XXYY and we do…….?


How do we explain
    ourselves?        What is our thirty second handshake? You
Three key elements      meet someone at a party and they ask
                      you what your company does? So what do
     to this….        you say? – Explain your company in under
                                     30 seconds?




                           What is our 3 minute presentation? You
                           have to stand up in front of 400 people
                              and present your company in 3
                               minutes, what would you say?




                                                        Confidential mcm2
Our market – what is going
        Safety issues?           How to use our products?
                                                                      on?


Specification of our products?     Company information



        Warranties?




                                                                    What do we have
                                                                      to talk about?
                                                                    What is mandatory
                                                                     – so what do our
                                                                    customers actually
                                                                      need to know?




                                                                                         Confidential mcm2
Ok, given a free reign, now is the time to get
                a bit creative. What do we want to tell the
                audience, what do we want to make them
                                    feel?

                   Create a mind map and brainstorm
               everything that you could talk about? What
               can you own? What areas of the market are
                            yours to discuss?




What do we
want to talk
  about?




                                                   Confidential mcm2
There is nothing worse than creating boring content. If you are bored, then so will your audience be, and you
don’t want that. Obviously not everyone’s product range is as exciting as everyone else's, but still we are far
                                    better finding the things that excite us.
                     So is there something about your company that really excites you?
                             Is Dave in accounts really excited about the figures?
                       Is Pete on the factory line obsessive about the size of his nuts?
                                   Does Val in marketing love pay per click?
                          Does Gwen the MD spend her weekends mountain biking?

  So, either they should be the ones doing the content for you, or are there ways to turn what people are
          interested in into content you can use, through comparisons, metaphors, or direct links?




                                                                                    What are we excited
                                                                                          about?



                                                                                                           Confidential mcm2
Who are we?
                                                        Who do we stand for?



                                                                  What makes us
How do we explain                                                  different?
   ourselves



What do we                                                        What do we have
want to talk                                                       to talk about?
  about?
                        So, take all this information
                        and start to produce a view
                       of what your company wants                 What are we excited
                        to talk about, and needs to                     about?
                        talk about and how you can
                         actually use that to create
                           engagement with your
                                  audience.
                                                                                  Confidential mcm2
Once you have a view of your
company and your audience you
     can start to formulate your
    strategy. You start to look at
    what you are going to do to
       engage your audience.
If you don’t look at your business
 then it is highly likely that your
      strategy will not really do
     anything, it will the a great
example of marketing toss, done
   for your own sake, not that of
            your business.


                                      Confidential mcm2
Your strategy has to sit here, so it has to serve your
           business and your audience.

                                What they
       What you                 need to
       need to tell             know
       people
  Business                                    Audience
      What you                    What they

      want to tell                want to
      people                      hear




                                                         Confidential mcm2
Remember;

 If you always do what you've
always done you will always get
    what you've always got.

    Unless things change.

  The world of marketing has
changed and we need to change
           with it.



                                  Confidential mcm2
If you want to find out more about how
    we believe content marketing can
  help, and how it should be done, visit
   our blog on www.mcm2.co.uk/blog.

We would really like to know what you
       think, so email us on
       martin@mcm2.co.uk

 We also have a quick test to see how
  good your content strategy is at -
    http://www.mcm2.co.uk/test




                                           Confidential mcm2

Contenu connexe

En vedette

UofT SMARTWEEK 2014 - UX + IoT
UofT SMARTWEEK 2014 - UX + IoTUofT SMARTWEEK 2014 - UX + IoT
UofT SMARTWEEK 2014 - UX + IoTWayne Pau
 
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.Wayne Pau
 
The A-Z of content marketing - A is for Audience
The A-Z of content marketing - A is for AudienceThe A-Z of content marketing - A is for Audience
The A-Z of content marketing - A is for AudienceMartin Corlett-Moss
 
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingUofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingWayne Pau
 
Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Wayne Pau
 
Design Thinking: User Empathy
Design Thinking: User EmpathyDesign Thinking: User Empathy
Design Thinking: User EmpathyWayne Pau
 

En vedette (7)

UofT SMARTWEEK 2014 - UX + IoT
UofT SMARTWEEK 2014 - UX + IoTUofT SMARTWEEK 2014 - UX + IoT
UofT SMARTWEEK 2014 - UX + IoT
 
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.SAP Design Day 2016 (Montreal) - F.L.U.T.E.
SAP Design Day 2016 (Montreal) - F.L.U.T.E.
 
The A-Z of content marketing - A is for Audience
The A-Z of content marketing - A is for AudienceThe A-Z of content marketing - A is for Audience
The A-Z of content marketing - A is for Audience
 
Islas griegas
Islas griegasIslas griegas
Islas griegas
 
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team BuildingUofT Department of Computer Science Innovation Lab - Innovation & Team Building
UofT Department of Computer Science Innovation Lab - Innovation & Team Building
 
Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2Next36 design thinking_intro_4x3_v2
Next36 design thinking_intro_4x3_v2
 
Design Thinking: User Empathy
Design Thinking: User EmpathyDesign Thinking: User Empathy
Design Thinking: User Empathy
 

Similaire à A-Z of Content Marketing B is for Business

Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal brandingHenry Lee
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal brandingAtticus Wood
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal brandingHenry Lee
 
Do you understand your personal branding
Do you understand your personal brandingDo you understand your personal branding
Do you understand your personal brandingHenry Lee
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal brandingHenry Lee
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal brandingleehenry14mar
 
30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
 
From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)romanschoeneboom
 
We Get Digital Guide 2012
We Get Digital Guide 2012We Get Digital Guide 2012
We Get Digital Guide 2012We Get Digital
 
Entrepreneurship 101 - Managing Your Career
Entrepreneurship 101 - Managing Your CareerEntrepreneurship 101 - Managing Your Career
Entrepreneurship 101 - Managing Your CareerMaRS Discovery District
 
Mac Innis Marketing Presentation
Mac Innis Marketing PresentationMac Innis Marketing Presentation
Mac Innis Marketing PresentationMacInnis Marketing
 
Intro To Marketing
Intro To MarketingIntro To Marketing
Intro To MarketingQCM
 
Company Profile MN Comunicação
Company Profile MN ComunicaçãoCompany Profile MN Comunicação
Company Profile MN ComunicaçãoMN Comunicação
 
Ppt content lab full
Ppt content lab fullPpt content lab full
Ppt content lab fullContent_Lab
 
3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
 

Similaire à A-Z of Content Marketing B is for Business (20)

Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal branding
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal branding
 
The Review Magazine
The Review MagazineThe Review Magazine
The Review Magazine
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal branding
 
Do you understand your personal branding
Do you understand your personal brandingDo you understand your personal branding
Do you understand your personal branding
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal branding
 
Relm
Relm Relm
Relm
 
Thiswayup
ThiswayupThiswayup
Thiswayup
 
Know more about your personal branding
Know more about your personal brandingKnow more about your personal branding
Know more about your personal branding
 
30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?30 min guide: How to reach and captivate your most likely buyers?
30 min guide: How to reach and captivate your most likely buyers?
 
From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)From Double Diamond to Agile (in german)
From Double Diamond to Agile (in german)
 
We Get Digital Guide 2012
We Get Digital Guide 2012We Get Digital Guide 2012
We Get Digital Guide 2012
 
Entrepreneurship 101 - Managing Your Career
Entrepreneurship 101 - Managing Your CareerEntrepreneurship 101 - Managing Your Career
Entrepreneurship 101 - Managing Your Career
 
Mac Innis Marketing Presentation
Mac Innis Marketing PresentationMac Innis Marketing Presentation
Mac Innis Marketing Presentation
 
Intro To Marketing
Intro To MarketingIntro To Marketing
Intro To Marketing
 
Company Profile MN Comunicação
Company Profile MN ComunicaçãoCompany Profile MN Comunicação
Company Profile MN Comunicação
 
Relm May 2017
Relm May 2017Relm May 2017
Relm May 2017
 
Ppt content lab full
Ppt content lab fullPpt content lab full
Ppt content lab full
 
3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?3 min guide: How to reach and captivate your most likely buyers?
3 min guide: How to reach and captivate your most likely buyers?
 
Law Of Selling
Law Of SellingLaw Of Selling
Law Of Selling
 

Dernier

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 

Dernier (20)

Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 

A-Z of Content Marketing B is for Business

  • 1. A – Z of CONTENT MARKETING B is for Business mcm2, Nantwich, Cheshire - www.mcm2.co.uk Confidential mcm2
  • 2. This is the 2nd in a 26 long series of presentations – hopefully it will give you a good breakdown of content marketing. If you missed A is for Audience, then you can of course find it pretty easily on slideshare. The idea is to give people a really good view of content marketing, how it works, how to do it, and probably the most important to everyone what the benefit is for your business. We know that done well, content marketing can generate high quality leads, traffic and business, over an extended period. The trouble is that done badly, it can be an all consuming waste of time. We all need to know how to do more great content marketing, and less rubbish. Confidential mcm2
  • 3. So B is for Business. Audience Your customers, a wild and wonderful bunch, are made up of unique individuals, and so is your business. Business Confidential mcm2
  • 4. So, how to we get the two to Audience work together? We need to understand our own business so that we can communicate with our audience, without making us faceless and boring. Business Confidential mcm2
  • 5. It’s really important if we are going to make Sue in content marketing work, that we retain our Sales, loves Nanci individual personalities, that we are not just Griffith a faceless business. No one loves a faceless business. Dave in accounts – wears women’s We need to retain our individuality, to clothes retain our personality. People buy from people and in the end that is why we are doing content marketing – to sell stuff Pete likes transformers Confidential mcm2
  • 6. Remember your Content Strategy sits here. What they What you need to need to tell know people Business Audience What you What they want to tell want to people hear Confidential mcm2
  • 7. Your Content Strategy sits here. What they Your strategy sits where the needs and wants of your What you need to need to needs business overlap the tell know and wants of your people audience. Business Audience We discussed you Audience What the What they want to tell in the first presentation, the want to next step is to talk about people hear the business Confidential mcm2
  • 8. Your Content Strategy sits here. What they If what you are doing is not What you need to firmly based on what your need to tell know business needs and wants people to tell people, then it Business Audience cannot serve any long term What you purpose. Marketing that is What they not based on what the want to tell want to business needs is marketing people hear toss! Confidential mcm2
  • 9. Your Content Strategy sits here. But to recap – just in case you don’t want to look at the other presentation -If What they what you are doing is not What you based on what the need to need to tell audience wants to know people hear, then what is the Business point? Audience TheyWhat you won’t engage, they What they wont listen and they wont want to tell bother to buy from you. want to people Why should they? hear There is no emotional engagement Confidential mcm2
  • 10. So, since B is for Business, lets talk about that. We go through a simple process to work out what to do • Who are we? • What do we stand for? • What makes us different? • How do we explain ourselves? • What do we want to talk about? • What do we have to talk about? • What are we excited by? Confidential mcm2
  • 11. Who are we? Who do we stand for? What makes us How do we explain different? ourselves What do we What do we have want to talk to talk about? about? What are we excited about? Confidential mcm2
  • 12. Who are we? – what are the Name – what do people call us facts of our business? Brands – what are they? Products – so what are we actually selling? And what are the reasons to What do we actually want people believe in our products to do, and how do they do it. So factually how to people interface with us? Where are we? And so what is our main language? Products – what do How long have we been they actually do? (not established – are we a well as obvious as it established brand, or a start up – sounds where are we in our lifecycle? Where can I get all the data and technical information about my products and brands Confidential mcm2
  • 13. What is our company culture? Who do we stand for? – as a What are our brand values, and which of company an organisation – these is our drop dead value. So what what are our public values would we go up against the wall to protect? and what are our real values, the ones that sit What is the emotional response beneath the surface? we want our audience to experience? What is the emotional response we want our employees to experience when they work for us? Confidential mcm2
  • 14. What is the one line statement – We are XXYY and we do…….? How do we explain ourselves? What is our thirty second handshake? You Three key elements meet someone at a party and they ask you what your company does? So what do to this…. you say? – Explain your company in under 30 seconds? What is our 3 minute presentation? You have to stand up in front of 400 people and present your company in 3 minutes, what would you say? Confidential mcm2
  • 15. Our market – what is going Safety issues? How to use our products? on? Specification of our products? Company information Warranties? What do we have to talk about? What is mandatory – so what do our customers actually need to know? Confidential mcm2
  • 16. Ok, given a free reign, now is the time to get a bit creative. What do we want to tell the audience, what do we want to make them feel? Create a mind map and brainstorm everything that you could talk about? What can you own? What areas of the market are yours to discuss? What do we want to talk about? Confidential mcm2
  • 17. There is nothing worse than creating boring content. If you are bored, then so will your audience be, and you don’t want that. Obviously not everyone’s product range is as exciting as everyone else's, but still we are far better finding the things that excite us. So is there something about your company that really excites you? Is Dave in accounts really excited about the figures? Is Pete on the factory line obsessive about the size of his nuts? Does Val in marketing love pay per click? Does Gwen the MD spend her weekends mountain biking? So, either they should be the ones doing the content for you, or are there ways to turn what people are interested in into content you can use, through comparisons, metaphors, or direct links? What are we excited about? Confidential mcm2
  • 18. Who are we? Who do we stand for? What makes us How do we explain different? ourselves What do we What do we have want to talk to talk about? about? So, take all this information and start to produce a view of what your company wants What are we excited to talk about, and needs to about? talk about and how you can actually use that to create engagement with your audience. Confidential mcm2
  • 19. Once you have a view of your company and your audience you can start to formulate your strategy. You start to look at what you are going to do to engage your audience. If you don’t look at your business then it is highly likely that your strategy will not really do anything, it will the a great example of marketing toss, done for your own sake, not that of your business. Confidential mcm2
  • 20. Your strategy has to sit here, so it has to serve your business and your audience. What they What you need to need to tell know people Business Audience What you What they want to tell want to people hear Confidential mcm2
  • 21. Remember; If you always do what you've always done you will always get what you've always got. Unless things change. The world of marketing has changed and we need to change with it. Confidential mcm2
  • 22. If you want to find out more about how we believe content marketing can help, and how it should be done, visit our blog on www.mcm2.co.uk/blog. We would really like to know what you think, so email us on martin@mcm2.co.uk We also have a quick test to see how good your content strategy is at - http://www.mcm2.co.uk/test Confidential mcm2