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These days, content is giving data a run for its money. Why? Because it’s the supply chain for digital marketing. Without compelling, insightful, inspiring content, audience engagement simply fails to happen. This presentation will explore the growing importance of content and what it takes to make content not just an asset, but a strategy that works in concert with data-driven techniques to enable brand storytelling and continuous engagement. You’ll learn how to think like a journalist, act like a publisher and to develop the daily disciplines for content creation, curation and cultivation.

Publicado en: Marketing
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  1. 1. #INBOUND14 MOVE OVER BIG DATA— HERE COMES BIG CONTENT Rising Above the Noise in the Age of Attention Deficit Marketing Jake Sorofman Research Director, Gartner, Inc. @jakesorofman
  2. 2. 1 Why Stories? 2 The Structure of Stories that Stick 3 How to Tell Stories at Scale 4 ‘Closing the Loop’ for Continuous Engagement 5 Content Marketing Comes of Age
  3. 3. #INBOUND14 Why Stories?
  4. 4. #INBOUND14
  5. 5. #INBOUND14 Audiences are drawn to narrative tension. Storiesengage.
  6. 6. #INBOUND14 Complex information is put into context. Stories help us learn.
  7. 7. #INBOUND14 Storylines stick, data fragments bounce. Stories help us remember.
  8. 8. #INBOUND14 Lesson # 1 In marketing, the best stories start with customer outcomes.
  9. 9. #INBOUND14 We sell the world’s most advanced slide projectors. We preserve memories.
  10. 10. #INBOUND14 We are the leading provider of e-commerce solutions. We help you double your online revenue.
  11. 11. #INBOUND14 Lesson # 2 Good marketing, stories put people in the starring role.
  12. 12. #INBOUND14 Because marketing is not about you (and it never has been). (oh, and it never will be).
  13. 13. #INBOUND14 Lesson # 3 When someone asks “What do you do?” they really mean: What do you do for me? … and our answer to this question
  14. 14. #INBOUND14 … grants us permission to tell the rest of our story by … … creating story context (using S.I.R.)
  15. 15. #INBOUND14 2 The structure of stories that stick
  16. 16. #INBOUND14 1 51015202530 Time (seconds) Attention span But …in storytelling timeis the enemy …
  17. 17. #INBOUND14 Time (in seconds) Attention span 7 seconds or less* 1 51015202530 … and in fact, you have …. (*) probably much less
  18. 18. #INBOUND14 Time (in seconds) Attention span 1 51015202530 Attention span is a diminishing commodity 7 seconds or less
  19. 19. #INBOUND14 Time (seconds) Attention span Product Features …if you cast productsin the starring role … 1 51015202530
  20. 20. #INBOUND14 Time (seconds) Attention span Buyer Situation alternatively ... if you start here… 1 51015202530
  21. 21. #INBOUND14 Time (seconds) Attention span Buyer Situation Impacton Buyer … you make it about them… 1 51015202530
  22. 22. #INBOUND14 Time (seconds) Attention span Buyer Situation Impacton Buyer Seller's Resolution ... and buyers imagine themselves in your story. 1 51015202530
  23. 23. #INBOUND14 Lesson # 4 Impact … is the most critical part of the S.I.R. storytelling model.
  24. 24. #INBOUND14 … because impactsets up the business case …
  25. 25. #INBOUND14 Time (seconds) Attention span Situationof Buyer Impacton Buyer Seller's Resolution Don’t rush the customer story … 1 51015202530
  26. 26. #INBOUND14 Time (seconds) Attention span Buyer Situation Impact Resolution 1 51015202530 This part is all about YOU
  27. 27. #INBOUND14 Lesson # 5 Be patient; tell your story resolution when audience attention is at its highest
  28. 28. #INBOUND14 Why tell stories? Because stories create memories … especially when …They start with outcomes… Starring people … Caught in situations… Which are having impact… That beg resolution
  29. 29. #INBOUND14 3 How to tell stories at scale
  30. 30. #INBOUND14 The Iron Triangle of Content Marketing
  31. 31. #INBOUND14 How Do You Become a Content Marketer?
  32. 32. #INBOUND14 3 Cs of Content Marketing
  33. 33. #INBOUND14 Getting the Work Done
  34. 34. #INBOUND14 Calendar Driven
  35. 35. #INBOUND14 Ambient
  36. 36. #INBOUND14 Responsive
  37. 37. #INBOUND14 4 ‘Closing the loop’ for continuous engagement
  38. 38. #INBOUND14 The 4thC: Context
  39. 39. #INBOUND14 Start with an Experience Architecture … Who? … When? Moment Moment … … What? StoriesExperiences … How? Data Systems Process
  40. 40. #INBOUND14 Next, Automate with a Digital Marketing Hub
  41. 41. #INBOUND14 41 Gartner’s Digital Marketing Transit Map
  42. 42. #INBOUND14 The Hub Vision: Routing Data from Any Channel to Any Channel
  43. 43. #INBOUND14 Hello Big Content Storytelling Engagement Optimization CONTINUOUS
  44. 44. #INBOUND14 4 Content marketing comes of age
  45. 45. #INBOUND14 A Content Marketing Correction? From 11.6% To 9.3% From 2nd To 6th
  46. 46. #INBOUND14 1. Transparency 2. Control What’s working, what’s not? How do I achieve scale in a predictable way? Why? Two Gaps
  47. 47. #INBOUND14 How Do You Rise Above the Noise? • It’s not about you! - Think like a journalist. • Do it every single day. - Act like a publisher. • Seek to delight. - Create like an artist. • Think Big Content. • Measure and amplify. - Don’t set it and forget it. - Hope is not a strategy.
  48. 48. #INBOUND14  How to Tell Memorable Stories Fouts (G00249440)  Move Over Big Data, Here Comes Big ContentSorofman (G00252514)  How American Express and Intel Excel at Brand PublishingSorofman (G00250616)  Build a Content Supply Chain to Tell Your Brand’s Story Every Day Sorofman (G0025510)  Content Marketing Pushes Digital Marketers to Adopt Newsroom HabitsSorofman, Weiner (G00250220)  Digital Marketers: Are You Ready to Think Like a Publisher? Sorofman, Weiner (G00248342)  The Role of Curation in Content MarketingWeiner, Sorofman (G00252480) Recommended Reading
  49. 49. #INBOUND14 Thank You! @jakesorofman