B2b marketers plan to spend even more on content this year and next, and yet many continue to make some basic mistakes in terms of presentation, messaging, voice, ideation and planning. The good news is that if you get some of the key things right, you’ll get an edge on the competition. Emily Shelley, managing editor at Sticky Content, shows you the 5 signs you may be losing your audience and missing out on opportunities for success – and what you can do to fix them. You’ll come away knowing how the best content marketers do it, and get a free set of templates to help your content shine (not suck).

1. How to tell if your content sucks
Emily Shelley, managing director

2. See the full video

4. The 5 signs your content sucks
and what to do about it

5. Here are some of our clients…

6. See the full video

8. 1. You’ve forgotten what it’s for

9. Content marketing

10. Download the results

11. Download the results

12. Before you start…
WHY are we doing it?
WHO are we doing it for?
WHAT is the key message?
Letting Go of
the Words
Ginny Redish

13. Download the results

14. What’s your mission?

15. An example…
“Welcome to Inc.com, the
place where entrepreneurs and
business owners can find
useful information, advice,
insights, resources and
inspiration for running and
growing their businesses.”

16. Another definition of
strategy…
‘A reason to say NO
to things.’
Professor Michael
Porter

19. 2. It’s all about you

20. Velocity
Doug Kessler
It’s not about you…
Content marketing starts with
what your prospects need to
find out about, not what you
need to tell them.

21. “My first vacation epiphany
occurred while taking my two
dogs for a walk on the beach at
6 one evening in early August.
“I’ve always considered walking
the dogs obligatory but not
especially enjoyable…”

25. Alchemy Worx
Dela Quist
Think about value, not
relevance
‘It’s not about relevance, it’s
about value. What value are you
offering people in your emails as
a thank you to them for staying
on you list?’

26. Who are you creating content for?

29. Half of all b2b researchers are Millennials
Google/Millward Brown Digital, B2B Path to Purchase Study, 2014

30. Employee influence on purchase decisions
Google/Millward Brown Digital, B2B Path to Purchase Study, 2014

32. Create content personas
in an hour
• List your target groups
• Compare their content needs
• Take out overlaps
• Make characters for each
• Who are they? What are their
problems?
• How can you make their day better?

33. 3. Your ideas are the same as
everyone else’s

34. How inspired are your ideas meetings?

39. Managing Director,
Sticky Content
Emily Shelley
“You can’t be a
thought leader
if you don’t have
any thoughts”

41. 2. Use your content
personas
3. Think format1. Stick to the
mission
How not to suck at ideas…

42. Tried and trusted digital formats
FAQStep-by-step
Q&A
Document summary
Timeline / chronology
Product page
Case study
Whatis…?
Howto…?
Userguide
Facts at a glance
Newsstory
Menu
TestimonialBuyer’s guide
Checklist
Destinationguide
Biography
Factfile
Top 10 tips

44. See the full video

46. 4. You can’t recognise it

47. “It's the size of a
paperback book
but possesses the
computing power
of a laptop. The
345g lightweight
and compact
tablet can be
operated with a
single hand -
ideal when you're
on the go.”
“It can do just
about everything
and be just about
anything. And
because it’s so
easy to use, it’s
easy to love.”
“Play music
through a
Bluetooth
speaker. Change
channels on your
HDTV while you
tweet. Share
photos on the big
screen with one-
touch mirroring”
Spot the brand

48. Spot the brand

49. What is
tone of
voice?
Tone of voice is
the way your
organisation
would speak if
it were a
person.

50. Who speaks like this?
‘In event of fire,
avoid use of lift’

51. Would anybody
NOT say what
you’re saying…
‘Simply put, our
100% web-based
software solutions
are designed by
industry specialists
for industry
specialists’

52. Crack your tone of voice – fast
1. Nail your values
2. Rank against channels
3. Rank against personas
4. Make before & afters
5. Capture it and share!

53. 5. You don’t ever learn

56. “My first vacation epiphany
occurred while taking my two
dogs for a walk on the beach at 6
one evening in early August.
“I’ve always considered walking
the dogs obligatory but not
especially enjoyable…”

59. Review your briefs
©PA.

60. Download the results

61. Think of your brief as your
content’s passport
©PA.

64. + 24%

65. The golden rule
“Everything you publish is a
chance to learn something –
whether about your
audience, about your brand,
or about you. Make the
most of that opportunity”

66. 5 signs your content sucks:
1. You’ve forgotten what it’s for
2. It’s all about you
3. Your ideas are the same as everyone else’s
4. You can’t recognise it
5. You don’t ever learn

67. What to do about it:
1. Agree a mission statement
2. Make some content personas
3. Think of formats and use them for ideas
4. Create tone of voice guidelines
5. Use briefs and review, test, and learn

68. Get your free templates for the lot!

69. Thank you!
www.stickycontent.com
emailus@stickycontent.com
@StickyEmily