My presentation for Content Marketing World - it's my introductory session to talk about creating processes for the Content Marketing Creation process.
4. Here are some things I KNOWā¦
Iām not really going to drag and drop
my presentation on my iPad
The Doubletree hotel Social Media person
is not *really* sorry to hear my problemsā¦
5. Hereās some things I KNOWā¦
The classic Coca Cola ad to teach the world
to sing was completely contrived.
SIRI is not really going to bring me soup.
6. Hereās some things I KNOWā¦
There are only 11 minutes of football in a
three hour gameā¦
William Shatner is not really Captain Kirkā¦
7. āI donāt want realism,
I want magic! Yes, Magic.
I try to give that to people.
I donāt tell truths.
I tell what ought to be the truth.ā
Blanche Dubois
8. āIf you canāt describe what your
doing as a process, you donāt
know what you are doingā
W. Edward Deming
List of Headlines
Or things I know to be true
11. WHICH WAY IS UP?
We think we donāt
know howā¦
Convincing us
that our story
isnāt very
interesting
Producing
derivative,
unoriginal
content
We THINK we canāt
create enough
So, itās not the most
valuable use of time
Perpetuates the belief
that we canāt
be creative
Urges us to
outsource all our
content creation
13. 170,000 ā SAG Members
90% Unemployed
2% Make $200k+
---------------------------
60 A-List Actorsā¦
5 Million new businesses a year.
50,000 get $$$
1% achieve a successful exit
---------------------------
150 A-List Businesses ($100m+)
1 In 3,000ā¦
1 In 500ā¦
1 In 33,000
16. The Promoter
āWhile our access to raw information has
grown exponentially, our time to process
this information has declined rapidly,
which has placed an unprecedented
premium on the act of meaning-making.ā
- George Dyson
17. The Promoter
Content that we create that facilitates the
sale of our product or service.
Examples:
The web site, our pitch,
one-sheets, case studies etc...
Attributes:
Core messaging, high velocity,
talks about US.
T
argets:
Our audience needs & wants
Drives:
Commitment
18. The Promoter
Best Practicesā¦.
Tim Reisterer ā Corporate Visions
(Concrete, Context and Contrast)
Michael Weiss ā Pitch Elevation
(How to win the deal)
Nancy Duarte ā Resonate
(Persuading audiences to commit)
19. The Preacher
āMore contact means more sharing of
information, gossiping, exchanging, engaging ā
in short, more word of mouth.ā
-- Gary Vaynerchuk
āWe have embarked upon the worldās largest
and longest cocktail party, and every issue
imaginable is up for grabs.ā
-- Geoffrey Moore
20. The Preacher
Content we create to drive awareness of
our approach. Create content in order to
be found and evangelize our ideas.
Examples:
The blog, the social media
channels.
Attributes:
High velocity, Findability-
driven, Awareness-focused
T
argets:
Discovery & Awareness
Drives:
Engagement
21. The Preacher
Best Practicesā¦.
Marcus Sheridan ā The Sales Lion
(Use Content T Attract Customers)
o
Hubspot ā Inbound Marketing
(Use content to be found online)
22. The Professor
When you can do the common things
of life in an uncommon way, you will
command the attention of the world.
--George Washington Carver
āIf you sell something, you make a
customer today. If you help someone,
you may create a customer for life.
--Jay Baer
23. The Professor
Content that we create to build trust,
establish our differentiated approach, and
build relationships
Examples:
Any content that provides
āYoutilityā
T
argets:
Audience interests & passions
Drives:
Meaning
24. The Professor
The power of story resourcesā¦
Jay Baer - Youtility
(Content so good youād pay for it)
Ann Handley & CC Chapman ā Content Rules
(Share or solve; donāt shill)
25. The Poet
āJust because I don't care, doesn't mean I
don't understand.ā
--Homer Simpson
"Sometimes a scream is better than a
thesis.ā
-- Emerson
26. The Poet
Content we create to bind our brand to
our audienceās belief systems. Content
that connects emotionally in order to
create afļ¬nity
Examples:
Videos, pictures, any content
that connects to feelings.
T
argets:
Feelings & Beliefs
Drives:
Emotionality
27. The Poet
Best practicesā¦
Robert Rose ā Content Marketing Institute
(What I mostly blog aboutā¦)
Carla Johnson ā T
ypeA Communications
(B2B Brand Storytelling)
Thomas Asacker ā Business of Belief
(Change your behavior and your
behavior will change your mind)
Youngme Moon ā Different
āmarketing has become the soundtrack of
our generation.ā
28. Putting It All T
ogether
A B2B ā T
echnology Company
The PLAN
Spec-Sheets, Case studies, PDFās, emails,
news-eventsā¦ All the usual stuff.
The DO
Changed to storytelling and focusing on the
experienceā¦
The CHECK
Fueling sales enablement better ā sales
teams better enabled.
THE ACT
Content marketing for awareness purposes
ā more leads.
29. Putting It All T
ogether
A B2B ā T
echnology Company
The PLAN
New blog team - 3 How-to articles weekly. T 5 reasons
op
blog posts daily ā High velocity content shared through
social media
The DO
Focusing on getting SEO results, and being found for
new lead generation
The CHECK
T 10 across across 20 keywords and phrases. 100%
op
increase in trafļ¬c. 50,000 followers across social
channels
The ACT
Lead quality ā and ļ¬attened SEO resultsā¦ Whatās next?
30. A B2B ā T
echnology Company
The PLAN
Decrease velocity ā higher priority on helpful,
tent-pole pieces. Research Studies, aggregated
customer data, industry expertise.
The DO
Focus on quality of leads, increasing education of
customer of ALL services, raise āqualityā of Net
Promoter score for existing customers
The CHECK
Increase both number and quality of leads,
anecdotal evidence of customer satisfaction ā
greater cross-sell opportunities.
The ACT
Re-brand under-way, want to connect more
deeply with SMBās and new markets
31. A B2B ā T
echnology Company
The PLAN
Add in special, focused videos and content
directed to the āownersā of the businesses the
focus on. Connect emotionally with brand.
The DO
Focus on what itās like to have to make decisions
about handing business to children, make
decisions about expansions, retireā¦. Feature real
stories.
The CHECK
Just startingā¦..
The ACT
How to integrate these things together?
32. Brand Storytelling
Magic In The Mixing
Most common
Content marketing
Story-Driven
Content Creation
Itās a Spectrum Not A Pie
Very difļ¬cult to
achieve well.
Most common
Content
marketing
mistake
33. Net A Porter
Multi-Channel Editorial
Focused on SEO
Integrated seamlessly
With commerce
Ā£23,000 / month
34. CMO.com
Pure curation ā grown into
20% original āthought
leadershipā content.
125,000 pageviews / mo.
16,000 Suscribers
35. āCuration was a great way for us to build
Audience and critical mass ā but it was
the addition of original content that
enabled us to develop the distinctive
Adobe point of view. That helps us
position our employees as thought
leaders in the space ā and ultimately
helps us inļ¬uence it.ā
-- Timothy Moran, Editor in Chief
36. āIn todayās marketplace, itās
not only important that we
GRAB attention. We must
HOLD it as well.ā
-- Robert Rose
38. The Network Effect
Avg. 7,000 views each
1st Cisco Content aired on TV
New Audiences For Blog
Direct engagement with speciļ¬c
customers: AT&T, NYT and Verizon
39. āUntil you make the
unconscious conscious, it will
direct your life and you will
call it fate.ā
Carl Jung