"Balancing the Art & Science of Content Marketing" Science as the secret formula for a successful content marketing plan. Growth Marketing Forum 2018

1. Balancing the Art & Science
of Content Marketing.
The Science behind a successful
content marketing plan
Growth Marketing Forum 2018
#GMF18
B SON
Meer leads, more clients, better clients

2. HI
Online PM/ Digitaal strateeg
Founder Isobar Social Media
Managing Partner
Directeur Content & Social M
Founding Mother
Digital PM
Digital Strategist
Managing Director
Head of Content
Founding Mother

3. HI, we are BOSON CONTENT
We are a contentstrategic partner, a training centre, a facilitator.
We have a background in communication, media and publishing.
But that seems like a ‘conditio sine qua non’, right?
What drives us is curiosity. A far-reaching curiosity for your ambitions and frustrations. For your target audience
and what drives them. For what is happening in the quickly changing digital landscape.
Wat sums us op is pragmatism. We like to untangle complexity. We don’t preach, we offer practical stepping
stones to grow towards a more relevant, differentiated and performing content marketing plan.
What we seek is a razor-sharp and measurable digital plan that focuses on impact: business impact, marketing
impact, and preferably societal impact.

4. Overview
# 1 The Content Shock is nigh!
# 2 Content Marketing Zoom Out
# 3 The Rules for Content Success
# 4 Using Science to boost Content Marketing Performance
# 5 Takeaways

5. The Content Shock
is nigh!

6. That is the amount of marketeers stating they will be producing
much more content next year than they did this year.
9
10

8. CONTENT
CONSUMPTION
CONTENT
PRODUCTION
Content Shock: when
exponentially increasing
volumes of content intersect
our limited human capacity to
consume it.

9. 91%
unsubscribe
because ‘not
really relevant’
People have
started to
Shut.
Down.
The.
Noise.
86%
skip video ads
because ‘to
intrusive
And to irrelevant”
In fact, 30% of
ad clicks are
accidental
An estimated
30%
have installed
pop-up blockers
because fed up
with irrelevant
online
bannering.

10. Marketing’s
predominant
answer to the
content shock
#(re)targeting
#personalization
#automation

13. • ‘Me-too’ blog posts.
• Three-sentence ideas
pumped up into 36-
page eBooks.
• Video interviews that
might as well be
subtitled, ‘Yadda-
yadda-yadda’.
• Microsites full of te
obvious disguised as
the profound.

14. Enough
Let’s zoom out and rethink

15. What is
Content Marketing Anyway?

16. Content marketing is the art and the science of honing in on
the needs & questions of your (potential) target group in
such a way that the answers pull them down the marketing &
sales funnel.
What is
Content
Marketing
(according to BOSON)

17. Content marketing is the art and the science of honing in on
the needs & questions of your (potential) target group in
such a way that the answers pull them down the marketing &
sales funnel.
What is
Content
Marketing
(according to us)

18. It’s selling without selling.
The essence of content marketing is giving not taking.
Offering relevante en educational information, via
the right channel, at the right time, to the right audience with
the objective of having your target audience connect to you.
No mass campaigning, no guessing
Dus?

19. Content marketing is the art and the science of honing in on
the needs & questions of your (potential) target group in
such a way that the answers pull them down the marketing &
sales funnel.
What is
Content
Marketing
(according to us)

20. Basically, we want to induce behavioural change.
To that end, we need insights into:
1. The current online conversion flow
2. (Online) search behaviour data
3. FAQ’s coming in via sales/customer service
4. Our audiences key values/moments/thinking patterns
Content
marketing is
wetenschap

21. We use
these to
create
persona’s

22. Content marketing is the art and the science of honing in on
the needs & questions of your (potential) target group in
such a way that the answers pull them down the marketing &
sales funnel.
What is
Content
Marketing
(according to us)

23. We gain trust
at their pace
HUN AANDACHT
TREKKEN
ZE JOU LATEN
OVERWEGEN
ZE VOOR JOU
LATEN KIEZEN

24. What makes
Content Marketing Work

25. Establishing yourself as an authority in your topic is a great way to build
any business more quickly …
✓ It pulls prospects into your orbit, instead of forcing you to go hunt them down
✓ It engages prospects, rather than hitting them with hyped-up pitch after pitch
✓ It makes you the go-to resource when prospects need your type of product or
service.
We believe
“Authority
rules”

26. The Authority Quiz: “Which of these is not an authority?
But where
does
authority
come from?

27. The
Authority
Formula A= rd
p

28. Breaking
down
authority
Authority makes
someone’s life
better
RELEVANCE DIFFERENTIATION
Authority is
authentic
PERFORMANCE
Authority pulls
people through
the funnel
Connection
through relevant
education
Conversion
through
experimentation
Seduction of your
MVP through
storydoing

29. Breaking
down
authority
Authority makes
someone’s life
better
RELEVANCE DIFFERENTIATION
Authority is
authentic
PERFORMANCE
Authority pulls
people through
the funnel
Connection
through relevant
education
Conversion
through
experimentation
Niche-market your
MVP and act don’t
tell

30. A Plea for
relevance
70%

31. Whom are your potential clients getting their information
from? Is it you, or is it your competitors?
This is what
Google calls
the Zero
Moment of
Truth

32. Answer the
Big Four and
visitors will
follow suit
PROBLEMS
The
Big Four
COST
COMPARE BEST

33. Answer the
Big Four and
visitors will
follow suit
PROBLEMS
The
Big Four
COST
COMPARE BEST

34. Example
Housing
Sector
Key questions by Home Sellers:
• What is the cost of selling a house?
• What is the best price I can sell my house for?
• What does selling a house cost via a broker vs via a notary?
• How (not) to start when selling my house?
• How to sell my house after a divorce?
• How to sell a house once (1 of my) parents deceased?
• Selling my house via a broker or via a mutual agreement sales?
• Do I well via a broker or just via a notary?
• When and where do I sell your house via public sale?
• What is the best way to sell my house?
• Best online platforms for selling my house?
• When is it the best time to sell my house?
Key questions by Home Seekers:
• What are the costs when buying a house?
• What costs are deductible?
• What house can I buy with my salary?
• What problems can occur when buying a house?
• What questions to ask when buying/visiting a house?
• What house issues can a notary prevent/solve?
• Should I buy or rent a house?
• What is buying a house on annuity?
• Should I buy via public sale buying or a broker?
• What is the best notary in my neighborhood?
• What are the top 5 brokers around?
• What are the best platforms to buy on?
1. PRICE/
COSTS
2. PROBLEMS
3. COMPARISON
4. THE BEST/
REVIEWS

35. Breaking
down
authority
Authority makes
someone’s life
better
RELEVANCE DIFFERENTIATION
Authority is
authentic
PERFORMANCE
Authority pulls
people through
the funnel
Connection
through relevant
education
Conversion
through
experimentation
Authentic
storytelling and
storydoing

36. Put your Data to
work
Think big Pictures
Be less boring
Have a brand
voice
Don’t go with the
flow

37. Choose your
sweet spot
Choose your
audience
Create a positive
impact
Rethink your
business model
Grow a Pair

38. FARMERS
A G R I C U LT U R E / T E C H
O P E R AT I O N A L
C H A L L E N G E S
O N A FA R M
@JoePulizzi
Choose your
audience
Choose your
sweet spot
Be less boring
Walk in their shoes
Don’t shun long
form
The Furrow
By John Deere
CASE STUDY

39. Breaking
down
authority
Authority makes
someone’s life
better
RELEVANCE DIFFERENTIATION
Authority is
authentic
PERFORMANCE
Authority pulls
people through
the funnel
Connection
through relevant
education
Conversion
through
experimentation
Niche-market your
MVP and act don’t
tell

40. Choose your audience
& sweet spot
Flawless
experience
Shoppable
Content
Inbound flows via
Hubspot
And then some
science

41. Using Science
To increase authority

42. Relevance
Increasing
through behavioural Science
1.

43. Be More
Relevant
through
Science
Behavioural
Economics
Cognitive
Psychology
Social
Psychology
Nudging

44. Hone in on
irrational
behaviour

45. Use ‘The
Decoy Effect’
to increase
online
subscriptions

46. Use
‘Hyperbolic
Discounting’
to have
people save
money

47. Behavioural
Content
Marketing
Methodology
BEHAVIOUR ANALYSIS INTERVENTION CONTINUATION
iNUDGE’S B.A.S.I.C. METHODOLOGY
Implementation
Monitoring
Maintenance
Knowledge
Dissemination
Intervention &
experimental
design
Proto-test of
test
Sample
R
Treatment Control
Measurement
Defaults
Salience
Prompts
Messenger
Anchoring
Descriptive No.
Loss Aversion
Hyperb. Discou.
Social Norms
Impl. Intention
Social commits
Feedback
SOLUTION
ATTENTION
BELIEF
FORMATION
DETERMI-
NATION
CHOICE
Behavioural
reduction
Hotspot
analysis
Behavioural
Pattern
When
Who What
Current
Future
Behaviour

48. Differentiation
Increasing
through Contextual Science
2.

49. The
Business
Value of
Differentiation
https://bit.ly/2GoH9vD

50. Use’Social
Norms’ to
induce
greener
behaviour

51. In a phygital
World,
Context is the
Foundation of
the next Phase
of Content
Marketing

52. Content is now inextricably linked to Who, What, When, Where, and Why, anytime and anywhere.
Contextual
Science =
Behavioural
Science
+
Data Science La Redoute: Weather and location-
based messaging.
Ford: dealerships are geofencing. Do
they go the the service or sales
section (retargeting).
Disneyland’s Magic Band: functions as
a park pass, credit card for
concessions, room key, and more.

53. Wanna know
more about
contextual
science, read
this book

54. Performance
Increasing
through Data Science
3.

55. What is
Content
Marketing
Performance
anyway?

56. Why
Marketers
need to think
like Data
Scientists

57. Smarter
business
Decisions
come from
better
Predictions
Historical results
such as cost per link,
click-through rates,
and so on
DESCRIPTIVE
ANALYTICS
PREDICTIVE
ANALYTICS
predict the most
likely outcome
based on historical
and real-time data
PRESCRIPTIVE
ANALYTICS
Predicts the
outcome + advises
on what to do
Your car’s rear-
view mirror
Autonomous carYour Waze
Data scientists care about three types of analytics

58. Smarter
business
Decisions
come from
better
Predictions
Historical data such
as click-through
rates, cost per lead
and so on
DESCRIPTIVE
ANALYTICS
PREDICTIVE
ANALYTICS
predict the most
likely outcome
based on historical
and real-time data
PRESCRIPTIVE
ANALYTICS
Predicts the
outcome + advises
on what to do
Your car’s rear-
view mirror
Autonomous carYour Waze
Data scientists care about three types of analytics
Predictive Content Modelling through AI

59. This 5-point
Framework
outlines ways
marketeers
might take
advantage of
AI
PLANNING
PRODUCTION
PERSONALIZATION
PROMOTION
PERFORMANCE

60. This is what
content AI is
already
capable of
nowadays
PLANNING
PRODUCTION
PERSONALIZATION
PROMOTION
Planning blog topics
Reviewing analytics
Defining content strategies Your team’s role would evolve to
one that enhances content rather than creating it from scratch
Writing & optimizing content
personalizing, and automating content
Defining content strategies
Scheduling social shares
Predicting and automating content marketing media success
PERFORMANCE

61. 2. Narrative Science: Transform Business and Marketing Data into Machine-Written Narratives with
Advanced Natural Language Generation
3. OneSpot: Automatically Personalize Content Across Channels with Machine Learning and Natural
Language Processing
4. Cortex: Predict How Consumers Will React to Content Using Machine Learning
5. Boomtrain: This Machine Learning Technology Displays the Content Most Likely to Engage Prospective
Customers
6. MarketMuse: How to Measure and Improve Content Quality at Scale
7. Curata: Manage Data-Driven Content at Scale
8. Scripted: Streamline the Content Marketing Process with Machine Learning
9. Adgorithms: Optimize Your Multi-Channel Marketing Campaigns with an AI Platform
10. CaliberMind: Predict B2B Behavior with Artificial Intelligence
11. PaveAI: Turn Google Analytics Data Into Actionable Recommendations with AI
12. Opentopic: Make Marketing More Personalized and Predictive with IBM Watson-Powered Technology
13. Atomic Reach: Use Machine Learning to Score and Improve Your Content Before Publishing
14. Skyword: Employ Artificial Intelligence to Hyper-Personalize Enterprise Content
15. Crayon: This Artificial Intelligence Startup with $5 Million in Funding Will Tell You Exactly What Your
Competitors Are Doing
16. Acrolinx: This Company Uses Artificial Intelligence to Improve Content for Facebook, IBM and Nestle
15 Tools
already
capable of
making this
happen

62. Our jobs will
be non-
existent in the
future
our team’s role would evolve to one that enhances content rather than creating it from scratch
In making content more relevant, differentiated and performant.

63. The BOSON,
Content
Converter
Index
This methodology will predict the probability with which people will buy after consumer your
online content based on your relevance, differentiation and performance indexes.
DECLARATIVE
online research
panels
BEHAVIOURAL
Data mapping via
cookie tracking
MOTIVATIONAL
matrix
PREDICTIVE
content matrix

64. Takeways
What you need to remember

65. Content in
Essence FAQ Around

66. Authority is
your content
succes
formula
A=rd
p

67. Acing
Content
Marketing
now and in
the Future
Behavioural
Science
Contextual
Science
Data
Science
PLANNING
PRODUCTION
PERSONALIZATION
PROMOTION
PERFORMANCE

68. Subscribe to our monthly e-
mail on the art and science of
content marketing.
Go to: www.bosoncontent.be
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Contact us to subscribe to
our School of Content:
info@bosoncontent.be
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if you enjoyed it.
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69. Wanna have a Chat?
My Pleasure.
geerlinde@bosoncontent.be
0497484770
https://www.linkedin.com/in/geerlinde/
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