Digital EDGEucation - Cut Through Content Noise
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The document discusses strategies for creating smarter content marketing. It outlines five tactics: 1) Build your content base by optimizing existing content and prioritizing conversions. 2) Match values to connect with customers through shared passions and themes. 3) Disrupt to stand out by creating attention-grabbing "hero" content. 4) Facilitate the customer journey by considering mindset and intent. 5) Integrate across all channels to increase value and create a long-term strategy. The key is to cut through noise by making it easy to convert while differentiating the brand.
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Digital EDGEucation - Cut Through Content Noise
- 1. Digital EDGEucation The Autumn Edition 2015 #4PsEDGE @4PsMarketing
- 2. Think beyond your blog - Creating a smarter strategy to benefit your business. Alicja Sliwinska & Kelly Green #4PsEDGE @4PsMarketing
- 3. What’s the new challenge? Five tactics Build your base Match values Integrate all channels Introduction Facilitate the journey Disrupt to stand out Key Takeaways
- 4. DO YOU… Regularly create content? Have an editorial strategy & calendar? Think your content strategy works?
- 5. EVERYONE’S DOING IT UK content marketers say producing engaging content is their top challenge BUT Are more confident about their effectiveness than Americans & Australians *Statistics from Content Marketing Institute & DOMO 78% of UK marketers creating more content than in 2014 26% average of marketing budget spent on content 64% of organisations plan to increase budget within 12 months In2015 1.8 billion+ photos uploaded & shared Day 58% of UK marketers publish new content Week 72 hours of video uploaded to YouTube MinuteEVERY:
- 7. WHAT’S THE NEW CHALLENGE?
- 8. HOW DO YOU CUT THROUGH THE NOISE?
- 9. 5 TACTICS FOR SMARTER CONTENT
- 10. BUILD YOUR BASE MAKE IT EASY TO CONVERT BY GIVING THEM ALL THE INFORMATION Optimise existing content first Prioritise content that directly affects conversions HYGIENE CONTENT
- 11. MATCH VALUES Create content hubs around values, themes & passions HUB CONTENT SHARED VALUES CONNECT WITH YOUR CUSTOMERS THROUGH SHARED VALUES Differentiate your brand from competitors
- 12. DISRUPT TO STAND OUT Think big to capture wider audiences HERO CONTENT EXCITE CUSTOMERS & GRAB THEIR ATTENTION Strategically distribute your content
- 13. FACILITATE THE JOURNEY HERO HUB HYGIENE Consider customer mind-set & intent MAKE IT SO GOOD THEY DON’T WANT TO LEAVE Use content to drive customers through the journey
- 14. INTEGRATE ALL CHANNELS INCREASE THE VALUE OF YOUR CONTENT & CREATE A LONG-TERM STRATEGY Bring content into overall marketing strategy Connect with other on- and offline channels Consider the different ways customers find your content Collaborate across internal & external teams
- 15. KEY TAKEAWAYS TO CREATE A SMARTER CONTENT STRATEGY: 2. Match values to set your brand apart and connect with customers 3. Disrupt to excite wider audiences 4. Facilitate the journey so they don’t want to leave 5. Integrate all channels to increase content’s value & create a long-term strategy 1. Build your content base to make converting easy
- 16. What barriers do you face?
Notes de l'éditeur
- Alicja
- Alicja
- Alicja Questions as a introduction… we need a nice picture to go with… Questions are: hands up who is this room… Regularly creating content as a part of you marketing strategy? Have an editorial calendar and strategy behind? If you think your content strategy works for your business?
- Alicja How many blog posts/articles people create How much brand invested in content last year… and compare it to year before and 2016… How many people achieve their objectives with content…. And many people have been increasing their content marketing budged (2014 vs 2015)? To add vs !
- Kelly Obviously there is a lot of content out there… People are creating more and more content every day, the same brands… All this content creates a lot of noise …. So the Internet becomes saturated…. For that reason it’s important stand out of this noise but this could be challenging.
- Kelly But …. People won’t stop creating content, brands will create new content…. This is only be going to increase Is cutting through the noise the real challenge for us or it’s the fact that human beings have only certain amount of willpower/ capacity/ energy to cut through that noise … New challenge …
- Kelly How do you cut through the noise when you know people have only limited capacity /willpower /energy…?
- Alicja Vertical money note – build base Question mark/heart - Disruption – pencils with one up Facilitation -?? Integration – flying in formation, rowing
- Alicja
- Kelly
- Kelly
- Kelly
- Alicja Structure of depts. – do they talk? How often? Have you made it easy for them to collaborate?
- Kelly Give the customer the cookie that they want!!
- You’re relaunching your brand’s site tomorrow – what is your biggest fear? How can you turn that into an opportunity?