How to build an effective content marketing strategy
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How to build an effective content marketing strategy
- 1. @googledave
- 3. @googledave 1. Satisfied with what one is or has; not wanting more or anything else.
- 5. @googledave Content helps to do this! Need some stats
- 6. @googledave Ethos Pathos Credibility - Trust Logos Consistency - Logic Emotions - Imagination
- 7. @googledave
- 8. @googledave 1. Industry Pain Points 2. Common Customer Q’s 3. Trending Industry Topics 4. Brand Stories 5. Research & Analysis 6. Outside of industry into your world 7. Industry News & Trends
- 9. @googledave
- 11. @googledave
- 12. @googledave
- 15. @googledave Persona has a problem but is not aware of the solution SEE Has a problem and is researching the solutions THINK Aware of your solution, convince them! DO They’re a customer encourage to buy and share more DELIGHT
- 17. @googledave
- 19. @googledave
- 20. @googledave
- 22. @googledave
- 28. @googledave
- 29. @googledave
- 30. @googledave
- 31. @googledave
- 33. @googledave
- 37. @googledave
- 38. @googledave · Employees advocates – they can reach an audience 10x that of your brand · Harness the power of the team · Identify you most socially savvy · Rules of the game – follow the content plan · Measure, share and grow
- 43. Social Media
- 44. @googledave
- 45. @googledave Be genuine, Be sincere, Be authentic
Notes de l'éditeur
- Content is an experience… not just words, fonts, code, design, Its the entire experience… But here is the thing… Everyone is talking about content marketing… and what do they need to do to engage their audience… When we talk about producing content… what are thinking? What do we see when we talk about content marketing
- Are we creating great content Are we really thinking about what we are producing…. or
- Or are we just satisfied with what we are producing? Being satisfied just isn’t anywhere near good enough. You need to think differently. Content goes much, much deeper than that… it’s a commitment, not a campaign It doesn't mean everyone has to write but it requires an interest and collaboration. This is because content isn't just marketing it also culture. Create a content culture in your teams. Its not a content strategy, it’s a people strategy a culture Great content can attract great people and help you become digitally famous We don't need more content. We need content that does more.
- Content is an experience… not just words, fonts, code, design, Its the entire experience… Any any devices… and the ones we don’t even know about yet…
- Aristotle stated… That human persuasion occurs with 3 ingredients Ethos – persuasion through credibility and trust Logos – persuasion through logic, facts and figures Pathos – Art of appealing to emotions
- The currency of real networking is Generosity and Value – give your best stuff away Its not the source of the content, its how valuable it is to the customer, Help candidates, people with their day to day life's… Graduate campaign, its not about the opportunity, it about helping them out with pain and pleasure Create more value, for more people, more often… So, when it comes to choosing… They choose you….
- Content is the currency of influence Through research here is he ‘Magnificent seven’ themes of content proven to help you connect with your audience Research and Analysis – data is where ideas and opinions grow – Salary survey, the future of you world
- Big content and visual or interactive assets can speak a 1000 words and Entertain, inspire; educate and convince your candidates …. Edutainment – those ‘types that get shared the most. Convince people to ‘do’ what we want – case studies Power of social proof – get customers / candidates to tell the story Selling – social proof
- A brilliant way of engaging you audience with content is thought the power of Telling a good (authentic) Story Tell stories to engage your audience that resonate with them Who have been some of the greatest story tellers over the years….
- Hollywood…. If we learn from those that have been telling stories for decades… Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience And they do it very well The make the hero’s and the characters reflect those they want to connect with… click
- Their customers…. In the films, they have characters that will mirror or resonate with the customer of the films they want to attract Its why avengers had the female character Aliens – sci-fi (typically a male dominant genre) – female lead – my wife loves Aliens (especially for hangover) days! So, put the spotlight on your customers and you benefit by attracting those you want to engage with
- This is backed up in science and neurology …we can get people on our same same wavelength MRI scan from research by D Hassan – midn sync When we tell stories both the storyteller and the listeners brains respond. Our minds actually ‘synch together’… its know as neurocoupling We are hard wired to try and understand each other (scouser) Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told This is marketing’s very own ‘vulcan mind meld’ But we have to be very careful not to hit…..
- In the NLP we have something called the critical faculty – it’s the human bullshit monitor As marketers, we are the greatest bullshit trainers in the world People see on average 10000 links a day... The average human attention span is 7 seconds – a gold fish has 8!! Who remembers the billboard / xfactors / sky + How many of you have the ‘good old staged corporate videos’ how often do you see videos about companies – who really watches ! Do you ever see a bad job advert – someone should write a crap advert and I reckon it would go viral! Tell the truth… part of the human brain seeks the truth – this is how we are hard wired
- In marketing with have buying funnels or This a funnel shows the ‘considerations stages’ people go through Passive candidates are at the see stage and the delight stage – delight is your twilight zone A shelf full of ken and barbies just dying to be taken of the shelf!
- Its been emotional….!
- Newsjacking – show graph of this working Insurance story – add slide
- Its been emotional….!
- Its been emotional….!
- Something we are seeing more and more of… In the war for talent - Using the power of your teams to accelerate content amplification – research shows x10 Your employees are a special forces team of talent scouts on the war for talent When the put the shuttle into space Your people in your organisations give you the power - they are your rocket boosters to your EVP – your brand ambassadors Becoming a team that people love following helps you to become a business that people love supporting.
- By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
- Its been emotional….!