Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
#DigimindTalks
@AndreaTEdwards
Mastering your brand
story in the digital age
with content marketing
@AndreaTEdwards
Andrea...
#DigimindTalks
@AndreaTEdwards
What is content marketing?
• It’s a philosophy, not a tactic
• It’s not an add-on to existi...
#DigimindTalks
@AndreaTEdwards
Because we just
don’t care about
brands anymore –
we really don’t
#DigimindTalks
@AndreaTEdwards
15% of people trust
recommendations from
brands
84% trust recommendations
from people they ...
#DigimindTalks
@AndreaTEdwards
67% of the buyers journey
is now digital
Source: Sirius
Digital owns 90% of the
buyers jour...
#DigimindTalks
@AndreaTEdwards
Who do we trust?
According to an affilinet survey, the order of trust
1. Family
2. Friends
...
#DigimindTalks
@AndreaTEdwards
We are the change
• Global conversations
• Sharing knowledge
• Speed
• Conversations
• Huma...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
It’s content shock!
Average attention
span dropped
12 secs i...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards Photo: Courtesy of Shutterstock
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
Content Marketing is
fundamentally about business
transformation
It’s not something the
mar...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
It’s huge!
#DigimindTalks
@AndreaTEdwards
No focus?
Content shock!
#DigimindTalks
@AndreaTEdwards
Our goal today
Creating conversations with customers, partners,
influencers, employees, pot...
#DigimindTalks
@AndreaTEdwards
Start with content
strategy
#DigimindTalks
@AndreaTEdwards
Book a brainstorm
• Marketing
• Digital
• Comms
• Sales / biz dev
• Partner leads
• Custome...
#DigimindTalks
@AndreaTEdwards
Your job?
What does the customer care about?
• Define the customer – who buys, who
influenc...
#DigimindTalks
@AndreaTEdwards
Do the research
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
You’ve done your
research, listened to
sales and…
#DigimindTalks
@AndreaTEdwards
Come up with your big idea…
• The big picture of digital transformation and steps
to transf...
#DigimindTalks
@AndreaTEdwards
Now you need energy
• The quality and intent of the content
• It requires a hunger
• A desi...
#DigimindTalks
@AndreaTEdwards
Success needs a
destination
#DigimindTalks
@AndreaTEdwards
A content hub – mission critical
• A central destination
• Make it easy for customers
• Fea...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
Amplification
strategy?
#DigimindTalks
@AndreaTEdwards
What are your channels?
• Social media – Facebook, LinkedIn, YouTube, Google+,
SlideShare, ...
#DigimindTalks
@AndreaTEdwards
Your employees
500 connections
500 x 500 = 250K
5k x 500 = 2.5 mil
And remember, they
are t...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
Unleashing the employees
1. Culture
2. Guidelines
3. Employe...
#DigimindTalks
@AndreaTEdwards
But employees must
be advocates for
themselves first, your
brand second
#DigimindTalks
@AndreaTEdwards
To become a content
marketing driven
business
#DigimindTalks
@AndreaTEdwards
Reach customers in their bubble
• Think holistically
• Tap into their need
• Educate them a...
#DigimindTalks
@AndreaTEdwards
Once you’ve done that,
measure, measure,
measure, refine and
keep going!
Patience really is...
#DigimindTalks
@AndreaTEdwards
Your customer has a
challenge
Identify it
Align your brand to it
Create world-class content...
#DigimindTalks
@AndreaTEdwards
It takes guts
• Starts at the top
• A powerful CCO
• Company-wide commitment
• Strategy
• P...
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
True success is big picture
1. Siloes down
2. Partnership
3....
#DigimindTalks
@AndreaTEdwards
Content marketing is
the digital shop front
for your business
#DigimindTalks
@AndreaTEdwards
Is your window
tantalising enough for
customers to walk in
or will we walk past?
#DigimindTalks
@AndreaTEdwards
#DigimindTalks
@AndreaTEdwards
Prochain SlideShare
Chargement dans…5
×

Mastering your Brand Story in the Digital Age with Andrea T Edwards

1 364 vues

Publié le

Storytelling is a powerful way of captivating and resonating with your audience. In this digital age where anyone and everyone can be a content creator, how can brands truly stand out and engage their customers with good content?

The Digital Conversationalist and Executive Director of the Asian Content Marketing Association, Andrea T Edwards shares:

- The status quo of brand storytelling
- The who, what, when, where and how of good content
- Finding your brand’s voice online
- What’s in store for 2017?

Publié dans : Marketing
  • Soyez le premier à commenter

Mastering your Brand Story in the Digital Age with Andrea T Edwards

  1. 1. #DigimindTalks @AndreaTEdwards Mastering your brand story in the digital age with content marketing @AndreaTEdwards AndreaTEdwards AndreaTEdwards www.thedigitalconversationalist.co m The Digital Conversationalist The Digital Conversationalist
  2. 2. #DigimindTalks @AndreaTEdwards What is content marketing? • It’s a philosophy, not a tactic • It’s not an add-on to existing marketing • Move from selling to serving • Fundamental shift in mindset • It’s a revolution • It’s more than marketing
  3. 3. #DigimindTalks @AndreaTEdwards Because we just don’t care about brands anymore – we really don’t
  4. 4. #DigimindTalks @AndreaTEdwards 15% of people trust recommendations from brands 84% trust recommendations from people they know
  5. 5. #DigimindTalks @AndreaTEdwards 67% of the buyers journey is now digital Source: Sirius Digital owns 90% of the buyers journey Source: Forrester
  6. 6. #DigimindTalks @AndreaTEdwards Who do we trust? According to an affilinet survey, the order of trust 1. Family 2. Friends 3. Bloggers 4. Social media connections 5. Colleagues 6. Journalists 7. Religious leaders 8. Celebrities 9. Brands 10. Politicians
  7. 7. #DigimindTalks @AndreaTEdwards We are the change • Global conversations • Sharing knowledge • Speed • Conversations • Human • Communities • Power • Today’s playing field • Business continues to speak marketing
  8. 8. #DigimindTalks @AndreaTEdwards #DigimindTalks @AndreaTEdwards It’s content shock! Average attention span dropped 12 secs in 2000 to 8 secs in 2015 - Statistic Brain
  9. 9. #DigimindTalks @AndreaTEdwards
  10. 10. #DigimindTalks @AndreaTEdwards
  11. 11. #DigimindTalks @AndreaTEdwards Photo: Courtesy of Shutterstock
  12. 12. #DigimindTalks @AndreaTEdwards
  13. 13. #DigimindTalks @AndreaTEdwards Content Marketing is fundamentally about business transformation It’s not something the marketing team ‘does’ Everyone must be on board and it starts at the top
  14. 14. #DigimindTalks @AndreaTEdwards
  15. 15. #DigimindTalks @AndreaTEdwards It’s huge!
  16. 16. #DigimindTalks @AndreaTEdwards No focus? Content shock!
  17. 17. #DigimindTalks @AndreaTEdwards Our goal today Creating conversations with customers, partners, influencers, employees, potential employees To achieve that, it’s about creating content so good, it earns the right to exist in your customers world, where they are We’re building so much loyalty with customers – because we consistently deliver value to them – they reward us and buy from us
  18. 18. #DigimindTalks @AndreaTEdwards Start with content strategy
  19. 19. #DigimindTalks @AndreaTEdwards Book a brainstorm • Marketing • Digital • Comms • Sales / biz dev • Partner leads • Customer service • Agencies • Executive leadership
  20. 20. #DigimindTalks @AndreaTEdwards Your job? What does the customer care about? • Define the customer – who buys, who influences? • What challenge is your customer facing? • How do you define your story in relation to customer need? • Create the big idea
  21. 21. #DigimindTalks @AndreaTEdwards Do the research
  22. 22. #DigimindTalks @AndreaTEdwards
  23. 23. #DigimindTalks @AndreaTEdwards
  24. 24. #DigimindTalks @AndreaTEdwards
  25. 25. #DigimindTalks @AndreaTEdwards
  26. 26. #DigimindTalks @AndreaTEdwards You’ve done your research, listened to sales and…
  27. 27. #DigimindTalks @AndreaTEdwards Come up with your big idea… • The big picture of digital transformation and steps to transform successfully • Dog training tips & tricks for a more peaceful home • Healthy eating and living information for a better life • Strategies and advice to become a successful marketing professional in the digital world
  28. 28. #DigimindTalks @AndreaTEdwards Now you need energy • The quality and intent of the content • It requires a hunger • A desire to solve your customer’s problems • A sense of urgency in how you think and plan • A true obsession to help customers • Half hearted? Not going to happen
  29. 29. #DigimindTalks @AndreaTEdwards Success needs a destination
  30. 30. #DigimindTalks @AndreaTEdwards A content hub – mission critical • A central destination • Make it easy for customers • Feature content audience wants • Very very little sales or promotional content • Branding up to you – but subtle is good • Regular posts / many authors • Full spectrum of topics around big theme • Wrap CTAs around the content • It will be the future digital entry point to business
  31. 31. #DigimindTalks @AndreaTEdwards
  32. 32. #DigimindTalks @AndreaTEdwards
  33. 33. #DigimindTalks @AndreaTEdwards
  34. 34. #DigimindTalks @AndreaTEdwards
  35. 35. #DigimindTalks @AndreaTEdwards
  36. 36. #DigimindTalks @AndreaTEdwards
  37. 37. #DigimindTalks @AndreaTEdwards
  38. 38. #DigimindTalks @AndreaTEdwards
  39. 39. #DigimindTalks @AndreaTEdwards
  40. 40. #DigimindTalks @AndreaTEdwards
  41. 41. #DigimindTalks @AndreaTEdwards
  42. 42. #DigimindTalks @AndreaTEdwards Amplification strategy?
  43. 43. #DigimindTalks @AndreaTEdwards What are your channels? • Social media – Facebook, LinkedIn, YouTube, Google+, SlideShare, SnapChat, Twitter, etc…? • Spend money! • Direct marketing? • Advertising? • Native advertising - Outbrain? • PR? • Events? • Influencers, customers, partners? • But the most powerful?
  44. 44. #DigimindTalks @AndreaTEdwards Your employees 500 connections 500 x 500 = 250K 5k x 500 = 2.5 mil And remember, they are trusted
  45. 45. #DigimindTalks @AndreaTEdwards #DigimindTalks @AndreaTEdwards Unleashing the employees 1. Culture 2. Guidelines 3. Employee brand first 4. A Platform 5. Effective measurement 6. Champions 7. 1-2-1 Coaching “If your employees aren’t your biggest fans, you’ve got problems WAY bigger than social media” Jay Baer
  46. 46. #DigimindTalks @AndreaTEdwards But employees must be advocates for themselves first, your brand second
  47. 47. #DigimindTalks @AndreaTEdwards To become a content marketing driven business
  48. 48. #DigimindTalks @AndreaTEdwards Reach customers in their bubble • Think holistically • Tap into their need • Educate them and enhance their life • Make them laugh • Answer their questions • Engage with them how they want to be engaged with • Make them want to read/watch/absorb you • And then they buy
  49. 49. #DigimindTalks @AndreaTEdwards Once you’ve done that, measure, measure, measure, refine and keep going! Patience really is a virtue
  50. 50. #DigimindTalks @AndreaTEdwards Your customer has a challenge Identify it Align your brand to it Create world-class content customers can’t resist
  51. 51. #DigimindTalks @AndreaTEdwards It takes guts • Starts at the top • A powerful CCO • Company-wide commitment • Strategy • Processes to simplify • 180 degree shift in thinking • An energetic team determined to succeed • True collaboration
  52. 52. #DigimindTalks @AndreaTEdwards #DigimindTalks @AndreaTEdwards True success is big picture 1. Siloes down 2. Partnership 3. Train & trust 4. Leaders engaged 5. Culture change Image: Courtesy of Shutterstock
  53. 53. #DigimindTalks @AndreaTEdwards Content marketing is the digital shop front for your business
  54. 54. #DigimindTalks @AndreaTEdwards Is your window tantalising enough for customers to walk in or will we walk past?
  55. 55. #DigimindTalks @AndreaTEdwards #DigimindTalks @AndreaTEdwards

×