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The Business of B2B Content Marketing

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The Business of B2B Content Marketing

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My deck from my talk for Reed Exhibitions on Persona Focused, Business to Business (B2B) Content Marketing.

With 133 slides and 2 hours of content with 3 sections that help you think about your persona pain points, how to uncover your business stories that will resonate with your target audience and then some examples, tactics and techniques to help you build attract, engage, nurture and convert B2B business.

The deck covers:

• What’s your strategy?
• What’s Your Why?
• Understand your persona
• Thanks Like publishers
• Communities not networks
• Buy the audience in
• Influencer marketing
• Tools to help you with find your audience
• The Power or telling a great story
• Persona focused content, tactics and techniques
• Social listening
• How to implement and build a strategy
• Examples of B2B content throughout the See, Think, Do and Delight funnel

Would love to hear people thoughts and feedback. Any stories of what you’ve sen that really works for you.

Enjoy!

My deck from my talk for Reed Exhibitions on Persona Focused, Business to Business (B2B) Content Marketing.

With 133 slides and 2 hours of content with 3 sections that help you think about your persona pain points, how to uncover your business stories that will resonate with your target audience and then some examples, tactics and techniques to help you build attract, engage, nurture and convert B2B business.

The deck covers:

• What’s your strategy?
• What’s Your Why?
• Understand your persona
• Thanks Like publishers
• Communities not networks
• Buy the audience in
• Influencer marketing
• Tools to help you with find your audience
• The Power or telling a great story
• Persona focused content, tactics and techniques
• Social listening
• How to implement and build a strategy
• Examples of B2B content throughout the See, Think, Do and Delight funnel

Would love to hear people thoughts and feedback. Any stories of what you’ve sen that really works for you.

Enjoy!

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The Business of B2B Content Marketing

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  12. @googledave
  13. @googledave Ethos Pathos Credibility - Trust Logos Consistency - Logic Emotions - Imagination
  14. @googledave Pathos
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  16. @googledave@googledave
  17. @googledave@googledave
  18. @googledave
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  21. @googledave “Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers ”
  22. @googledave
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  27. @googledave@googledave
  28. @googledave@googledave
  29. @googledave PERSONA PAIN & PLEASURE Exercise
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  37. @googledave ACCELERATED AUDIENCES What would a ,marketer do…. BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive • Email data • LinkedIn followers on company page • Twitter – consider buying handles (footy accumlator story) • Facebook darkposts @googledave
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  43. @googledave · Be a giver, not a taker – givers gain · Share, comment and write reviews · Invite to interview, guest posts · Curate their content, include in Top lists · Co-create – look for joint opportunities
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  63. @googledave
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  65. @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
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  90. @googledave
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  118. Thank you. @googledave googledave@ph-creative.com @googledave

Notes de l'éditeur

  • Content is an experience… not just words, fonts, code, design,

    Content is what gives visibility online – if you think about it; its why search was invented

    Your content marketing and the strategy behind it (if done well) will increase your visibility of your brand in front of those you want to connect with and help you build a community to help you connect with Talent

    Content is not just about the web – you need to think past the web, it what your audience consumes on an device

    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. Less than 2% has 100 shares or more 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 marketing isn’t a buzzword…

    Its an ethos….if done properly it will help you differentiate you form your competition

    It will help you….

  • This isn’t about fire and forget….

    Its about having a strategy and tactics that’s is going to help you

    Win the war for talent…

  • Space shuttle analogy…..

    Its not about the 60 seconds to get to space

    It’s the planning and preparations that’s gone in in the build up….

    Have a clear mission


  • Simon Sinek Start with why….

    Based on human biology and chemistry

    Why – emotion – limbic part of the brain

    What – rational – neo cortex

    Apple v the Competition, other computer companies

    Uncover your why….

    Ask you people… why do you work here… simple question

    Look out for answers that include ‘feel’ … I feel you help me….
  • The why game….
  • Go back in time

    My research started in 384BC

    Aristotle the scientist, a famous Greek Philosopher

    Founding father of communication
  • 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
  • Studies and research have shown most powerful ingredient….

    Is the Power of Pathos – the power of persuasion through emotion

    If we look at the high engaging stories, Hollywood films, presentations

    The most successful are 65% Pathos…. They lead with emotion

    Engage people through emotion and you will be more likely to engage and persuade them to listen and act how you want
  • Fast forward to now…. We have learnt more about the human brain in last 10 years….entire existence

    As marketers – take what biology and neuroscience tells us – understand the human brain

    Understand peoples behaviour, how to influence and persuade them

    And what makes people tick we can aim to make emotional connections that resonate and
     
    Connect through the power of personality....

    Unlock the human algorithm

  • CX

    Customer Journey
    Touch points in you process – visualize or use other examples… whats our version

    What are they feeling, thinking?
    How easy was it to do business at that point – how effortless
    What was my memory of that stage of the process

    NPS scores – have you finger on the pulse

    Make it matter, make it meaningful





  • Explain concept and nuroscience study behind it

    Separate areas of the brain lighting up….

    Why do you think it was….??
  • Coke works really harder through various content and different channels

    The coke Christmas lorry

    The Diet coke break…

    You don’t ask for a Pepsi and coke – its JD and Coke!

    Creating moments of positive experiences and forging memories in our minds…

    Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!)

    The MRI scans proves that feelings made the people in the second test choose coke – not taste first
  • Design for Happiness… http://www.uxbooth.com/articles/science-happy-design/

    Design for Happiness… happy but not by accident…

    good design and experience comes from principles of understanding the psychology of people…

    what they feel and think through the process during each moment and the moment between the moments

    The best digital experiences create happiness

    Happiness correlates in the likelihood to return and recommend

    Happiness creates positive sentiment and likely hood to share

    Greater happiness, greater engagement, greater results

    Happiness = ROI

  • And think about this in your digital experiences…. The moment between the moments

    ASOS catwalk videos and if you dropout of checkout and they will call you up with a ‘call to action’
    Tesco Opticians – people want to try glasses on – augmented reality has improved conversion

    So what are you Moments between the Moments – identify them, where they?

    In your world, this would be the candidate experience…

    But for me this isn’t the ‘recruitment process’, on boardin - It’s the moment they touch your brand…

    It not when they apply, when they fail… it’s the moment they touch your brand…
  • So what do we have to do…

    We have to get to know those that we want to connect with…

    Its not B2B or B2C its about People to people…

    By getting to know the we can then create world class digital experiences

    To help us to become digitally famous… and connect with people
  • But its not about identifying the masses

    Behind every digital experience is a human being…. The keyboard is the biggest conversation killer….

    Its about focusing and understanding the individuals…

    This is about connecting with people


  • So to lead with empathy – we need to understand those we want to connect with

    And in a digital world – you can never underestimate the power of the sticky note!

    In the world of increasing technology, our ability to empathise is becoming more important

    And be the difference between a one night stand, or relationship that matter and make a difference to you

    You do that… by become the candidate you want to be – stand in their shoes

    We have to understand who they are, their characteristics, their routines, what the like and dislike, the question they ask, the objection they have? Why do they want to change their jobs, why wouldn’t they?

    Empathy mapping, as humans we are hard wired to avoid Pain and seek Pleasure

    We want to avoid pain more than seek pleasure

    Bride story… feel good…click into…
  • EXERCISE 2

    Focus on the pain and pleasure sections

    This will help identify things and areas that you can help you persona targets with

    Will help you formulate ideas on how to connect with them…


  • but you more than anything, don’t want to feel crap!

    It’s the hurt and rescue, the before and after
  • Go back in time… who are really successful Content marketers….

    Publishers…. They are obssessd about what their readership wants…

    What do they do….
  • They build an audience...

    Explains channel…

    Be in the channels your persona’s are
  • But they are obsessed with building subscriptions…

    They work REALLY hard on building lists…..

    96% people use email
    67% use social

    Email is a professional social channel

    And MUST be part of your content strategy

    Marketing automation

    As marketer's we are obsessed with building lists!




  • We all have networks – how many of us here have networks?

    How many of us here, continually give into the ALL THE networks you are part of?

    Human mind is designed to work in small ‘tribes’ – we crave bonding, sense of belonging

    Various studies in anthropology show humans can handle around a maximum of 150 relationships

  • But there are some out there; that we stick with, become loyal to – why?

    Because of value, participation, given back, support, help, advice – a ‘real-life’ community giving back….

  • ACCELERATED AUDIENCES

    What would a ,marketer do….

    BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive

    Email data
    LinkedIn followers on company page
    Twitter – consider buying handles (footy accumlator story)
    Facebook darkposts
  • Become the expert in you space

    Martin Lewis started 2003 as a forum to help people save money

    He wanted to become the go to, expert in ‘helping’ people save money

    Also, one clever thing – he provided content ready made for Journalists…. His target influencers

    Influencing the influencers to accelerate and amplify his content along with his brand

    He built content, added value, forums, make content valuable to the community and the influencers of the community

    Sold for 2012 £87m – he doesn’t give a shit about saving money now!!

    B2B marketers use their team as subject matter experts
    Thought Leader Model – not just thought leaders, but life savers?
    Process to leverage internal subject matter experts
    Capture questions customers ask, answer them with content,
    Could you get target influnencer to answer them – egojack!

  • Identify influencers – think about those that influencer your target persona’s

    Charlotte Caldwell Story

    Recruitment, In-house – we decided to target Employment law partners…

    Explain why…

    Tell story of how how…


  • Find the promoters within the community

    Influence the influencer / Influencer marketing

    A marriage, not a one night stand… don’t go for the quickie!!

    Listen and learn to what you target influencers are interested in –

    Good conversationalist, listen most of the time – then we know what to say

    Humans are at the other end… be nice, interested in them,

    Make friends before you need them

    When we are married to someone – we demonstrate loyalty (its hard to break) –

    Booster rockets either side of the shuttle – internal and external

    but like all marriages you have to work at it –it take time and we have to put effort into it
  • Influencers can have big ego’s

    Egojacking

    Be a giver not a taker

    This is like giving digital hugs…

    Make them feel good about themselves – chemical Oxytocin is released
  • ARM cyber man story

    Number 1 cyber security guy in europe…

    No series of blogs, webinars, speaking engagements

    And it all started with a RT and a twitter friendship…
  • Create a list of suspects…

    Your top 50 influencers

    People you want to digitally network with…

    Influencer marketing
    Webinars, podcast, transcription
    Podcast interviews (use interviews to get close to hot topics and briefs for content
    Top list of social influence in recruitment
    Top list of social influence companies
    Top list of people on LinkedIn
    Top list on Tw
    Top….
    How to build you network of…
    Thought leadership model


  • 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

    Seth Godin - marketeers don’t need to create more stuff, we need to create better stories

    If history lessons where taught in stories format – we’d remember 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. It’s the way to activate part of our audiences brains so that they turn the story into their own idea and experience…

    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
  • What are your companies legends?

    The greatest stories you want to tell?

    The people stories that resonate with the feelings and thoughts of those you want ot connect with.
    Your employees will have stories they tell about ‘why’ it is they work with you – set them free – become a brand that love to tell stories

    People are x10 more likely to connect with people in the brand than the brand itself – what's you plan to leverage this?
    The same for you suppliers – how do the agencies you engage – how much to they take time out to ‘get you’ so they can tell stories to help engage the talent and connect them with you?

    Tell story of BAE persona workshop – magic happened



  • What are the people tales that must be told from your business

    Vodafone work been doing recently on how to ‘Pitch the brand’ in the recruitment process – they gave me a load of numbers!

    Virgin ‘Heart felt service
    Virgin ‘Acts of random kindness’ part of virgin magic – stories of engineers
    Remote control
    They guy who though his virgin media wasn’t working

    Breed , cultivate stories… but these are….Real-life stories

    Marketing starts with HR…… Hows to say marketing should sit within HR

    Need have a process to find and cultivate these real life stories, demonstrating….


  • It’s not always be closing (ABC) … it Always be helping (ABH)
    It’s about help, not hype
    B2B customers are making big decisions that can help or hinder their decisions
    Buying cycle can be long… there for providing content is crucial
  • 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….
  • 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


  • 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!

    See: Persona has problem they don’t know about yet, future challenge, Content that is of interest to a wide audience - Awareness

    Think: Aware of problem, looking for answers and consideration - Content that is more targeted for a specific persona and addresses their needs with a product/service of yours

    Do: Considering you solution. Content that is informative and direct. Usually with calls-to-actions that help personas take the next step

    Delight: Already a customer, get them to buy more and amplify, interviews etc. Creating brand advocates - high amount of referrals, positive word of mouth both online and offline
  • Works in insurance

    Wanted to work on SEO for the company website

    Customer first approach - top 100 questions -

    If you could have one insurance questions answered… what would it be?

    Top 100 insurance questions answered in 100 days

    Blogs, videos (youtube, and facebook 0 kinks to blog), seeded into a community that grew and became alive with opinions and thoughts

    Community began to fed itself and add value – essentially answering questions on who the audience searches

    We do the same with #AskPh

    O&D story – same principles….
  • We need to focus on the emotional drivers that create ‘emotionally charged events’ in our brains

    MRI scans show that with emotion we literally lighting up our brains

    Think about it – when we share funny images, videos – it not the image we are sharing – its how it makes us feel (refer to shipped pants)

    Various studies show the top 5 emotions we need to bring into our marketing and communications

    Happy – joy, humour, affection – makes us want to share (cats, funny videos)

    Sad – helps us to empathise – we feel the need to talk about it and share - think charity videos

    Fear – Surprise, flight or fight response. When scared chemicals urge us to bond / tell people– get closer to people in the cinema)

    Anger – create controversy, illicit a response, dare we say create an argument –

    Anticipation – as humans we want to know the outcome – Hollywood does this to us all the time
    We want to see the ending!!!! – think Breaking bad or 24 – we’ll just watch one more!!!

    You need to build these emotions into your marketing and communications to candidates, you content, videos, people propositions

    Sharing is how we pass on our ‘personality’

    Create emotionally charge connections = people will care and share you content, amplify your brand and turn candidates into fans
  • BIG WARNING…..
    Symptom of synthetic marketing / fabricated culture.

    VIDEO

    WestJet master stroke

    They cared about their audience, they did a lovely thing for some passengers.
    They made a promise to do a good deed based on the number of shares.

    Who came up with the idea?
    The customer service department?
    The HR department?

    THE MARKETING DEPARTMENT

    STUNT – not the feel good department


    They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too.

    I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion.
    I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  • BIG WARNING…..
    Symptom of synthetic marketing / fabricated culture.

    WestJet master stroke

    They cared about their audience, they did a lovely thing for some passengers.
    They made a promise to do a good deed based on the number of shares.

    Who came up with the idea?
    The customer service department?
    The HR department?

    THE MARKETING DEPARTMENT

    STUNT – not the feel good department


    They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too.

    I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion.
    I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  • 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
  • Create Aha moments!
     
    Don’t answer with service and benefits…. Tell compelling stories with narrative
    Look to switch on moments of ... relisation…
    Share industry insights that are meaningful, helpful and provide value
    Show why working with you ads business value
  • Insurance company in OZ…

    Obama is coming to town!
  • People want a tailored,
    Personalised experience.



    By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  • People want a tailored,
    Personalised experience.



    By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  • Creative outreach

    IPOD IN BOX

    Earn attention – create transmedia stroytelling

    Our graze box

    Apple Designer attraction campaign

    Made bespke ipod for the top 50 designers in the world and recruited 4
    (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)



  • Even our dogs are getting personalised marketing!!!

    Tails.com
  • Evergreen content is a pieces of content that is high quality and relevant to your persona’s over a long period of time

    Why Evergreens?
    Google loves it
    Will improve engagement, conversions, brand awareness, social shares

    Ask your self… will people read this one year from now?
    What’s does you persona want? Think about the pain and pleasure section from your persona mapping
    What way can you create this?
    Create multiple versions and create content cascade
    Webinars, podcasts, blogs (make sure you link internally)

    How to posts
    How to write a cv (in sector) that gets you noticed?
    How to create a LinkedIn profile that….

    Historic posts
    The history of Talent Management and what the future holds
    (this could be an infographic, series of blogs, engage influencers for their opinion etc)

    Future of post
    How the….

    Educational post
    The complete guide to….
    Everything you need to know…
    Beginners Guides…
    Advanced guides…
    A series of these post can become a Main topic download / playbook

    Create a ‘hub’ for this (can become a linkable assets and digital feeder – show example




  • Crowd Source Content
    Moments at the exhibition
    During meetings
    Making a difference
    Fly on the wall opportunities
    Things to do in…. create and curate content in your business locations
    What can you do to show the behaviors of your content mission / content ‘why

    Low effort, in hose
    Fires up your community
    Create a competitive element around it
    Engage and encourage = content momentum
  • Virgin Atlantic – customers capturing places to visit in-between meetings (this could be catorarised into bars, museums, places to see, eat, do, play, must see etc – then encourage the venues included to share your content and amplify brand)

    Crowd Source Content
    Moments at the exhibition
    During meetings
    Making a difference
    Fly on the wall opportunities
    Things to do in…. create and curate content in your business locations
    What can you do to show the behaviors of your content mission / content ‘why’
  • Behind the
  • HOT TOPICS

    Team almost like investigative journalists (Clark Kent?!)
    Spotting trends
    Ask your audiences
    Nationwide resourcing team get a daily brief form corporate PR


    Create a whatsapp group for submitting hot of the press as and when your teams uncover something – then decide how to prioritise… categorise it

    (MAYBE a big image of whats app!)

  • Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic /

    Other techniques:
    Ask the audience
    Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity
    Live chat
    Google analytics ‘in site search’
    Review old content
    Use google suggestion tool (show screen shot)
    Google insights – new trend on subjects
    Google alerts
    Quora
    Keyword research
    Google insights
  • Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic /

    Other techniques:
    Ask the audience
    Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity
    Live chat
    Google analytics ‘in site search’
    Review old content
    Use google suggestion tool (show screen shot)
    Google insights – new trend on subjects
    Google alerts
    Quora
    Keyword research
    Google insights
  • Creative outreach

    IPOD IN BOX

    Earn attention – create transmedia stroytelling

    Our graze box

    Apple Designer attraction campaign

    Made bespke ipod for the top 50 designers in the world and recruited 4
    (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)




  • EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?

    Why should I come and work for you?
    Why?

    I don’t care game….

    What’s you Content marketing wht ‘Why’?
    What’s your the ‘mission’ for your content?

    Target audience
    What you will be delivered
    What the outcome will be?

    Target Audience (Persona’s)
    Why and How you will help them?

    (need to give example write one for Ph, or show others….)
    Example company

    NEED EXAMPLE

    This can be an exercise – how do we show (your turn) visually?
    We need to provide an example verssion – lets create one for Ph

    EXERCISE 1
    What’s you why? (why are you doing it? overarching or next piece of content?)
    How will it help your audience, persona;
    How will it be delivered OR what will be the outcome?





  • After I’ve gone through the different content tactics, examples, ideas etc. We then ask the team to consider what content ideas, assets etc. they can come up with that would attract and engage their HRD persona
     
    Again place on wall, flip etc
  • Its been emotional….!
  • Its been emotional….!
  • NUTURE THEM……

    Think like a marketer….

    If these candidates where prospects – we’d work really hard in getting them to buy just once – then a second time!

    Another way to look at it…

    Under Armaour example - Getting them ready for the assessment..
  • 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….
  • MISSING A WORD – YOU!!!!

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