1. HOW TO SIMPLIFY CONTEXT AND BUILD
TRUST IN CONTENT MARKETING
Paul Feiner | @PaFein

2. 2
7 OUT OF 10 BUSINESSES
ARE PRODUCING MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

3. 3
BUT AS MORE
MARKETERS
TAKE THE LEAP TO
INVEST IN CONTENT
MARKETING...

4. CONSUMERS CHANGE FASTER THAN BRANDS
ADAPT
1 billion+
1 Billion+
240m
280m
2013 MEDIA USAGE
WHERE CONSUMERS ARE
WHERE BRANDS HAVE
EXPERTISE

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SO MANY DIFFERENT TOOLS &
PLATFORMS...

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DIFFERENT SCREENS FOR EVERY CONTEXT

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AND A RAPIDLY CHANGING DECISION PROCESS
Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com
Traditional 3-step Mental Model Average purchase decision now requires 10+ sources

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IT’S NO WONDER SO MANY
BRANDS STRUGGLE TO
PRODUCE CONTENT
AUDIENCES VALUE.

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it’s a lot to think through.

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BUT 7 OUT OF 10 MARKETERS
WILL PRODUCE MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

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WHY?

12. “Content marketing is
perhaps alone in its ability
to be a successful endeavor
at every phase of the
customer lifecycle.”
-JAY BAER
http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/

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BUT WHAT ARE THE RISKS OF GETTING
CONTENT & CONTEXT WRONG?

14. CONSUMERS &
PLATFORMS WILL
FILTER YOU OUT
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CONSUMERS’
YOU’LL WASTE
TIMEYOURS
BUDGET MEDIA
PRODUCTION
RISKS

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BUT THE BIGGEST RISK IS...

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YOU WON’T BUILD TRUST.

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TRUST WITH
STAKEHOLDE
RS
CONSUMERS
ALGORITHMS
[ ]

19. “The most important question in marketing is..."
“Do they trust me enough to believe my promises?”
“Without that, you have nothing.”
-Seth Godin
http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html

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WAYS TO SIMPLIFY
CONTEXT AND CREATE
CONTENT THAT BUILDS TRUST

21. On Content Marketing
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
- Jim Cuene

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DEFINE A CLEAR & VALUED AUDIENCE
THAT SHARES YOUR PURPOSE.

23. A WISE CREATIVE FILTER

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• USE FACEBOOK GRAPH
SEARCH TO BEGIN
PROFILING AUDIENCE
• HELP THAT AUDIENCE
• MN SEARCH MARKETERS LIKE...
• CONTRARIAN THINKING
• GLADWELL + VONNEGUT
• LOCAL & INDEPENDENT
• BEER
• MUSIC
• SATIRE
• The ONION + JON STEWART
BUILD
AUDIENCE
SEGMENTS
24

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WHAT CONTENT
SHOULD YOU CREATE?
CONTENT
YOU
CAN DELIVER
RIGHT
AUDIENCE
VALUES
HAS
BUSINESS
PURPOSE
IgnoredPoor ROI
Can’t
Produce
This*
*Assumes content is search-optimized and ties back to business purpose.

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AWARENESSAWARENESS RESEARCHRESEARCH PERSUADEPERSUADE BUYBUY REFERRALREFERRAL
OUR GOALOUR GOAL
FILL CONTENT GAPS FOR
YOUR
AUDIENCE’S DECISION
JOURNEY
Persona Type
CUSTOMER GOALCUSTOMER GOAL
CONTENT CONSUMEDCONTENT CONSUMED
WHERE / HOWWHERE / HOW

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EXAMPLES FROM THE WILD

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• YOUTUBE CONTENT
FOR SPECIFIC HEALTH
ISSUES
• PERSUADES
RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO
PRODUCE VIDEOS
• ANSWERS RENEWING
QUESTIONS
THE
MAYO
CLINIC
28
https://www.youtube.com/watch?v=iJ9bv7jx-Ls

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• MICROSITE CONTENT
• PERSUADES
SKEPTICS &
EMBOLDENS BRAND
DEFENDERS
• CHANGING THE
CONVERSATION
• ANSWERS QUESTIONS
• RESTORING TRUST
McDonald’s
Canada
29
http://yourquestions.mcdonalds.ca/

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• DIVERSE CONTENT FOR
ADVANCED FACEBOOK
MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT
WITH INCREASING NEED
Jon Loomer
30
http://www.jonloomer.com/

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PERSONAL EXAMPLES

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I LOVE
MINNESOTA
SPORTS
• SELF-CREATED JUNE LAST
YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• SENSE OF PLACE
• CURATION & CONVERSATION
32

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SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN

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GOKART’S CURATED E-MAIL

35. 35

36. 36
LAB NOTES
• WEEKLY CURATED E-MAIL
• FOR CURRENT & POTENTIAL
CLIENTS
• SCANNABLE
• NEW BIZ DRIVER
• CURATION & CONVERSATION
36
QUICK
OUR VOICE HELPS TELL LARGER
STORY
AUTHORITATIVE CURATION

37. 37
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”

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PAUL FEINER
CONTENT STRATEGIST @PaFein

39. 39
Thank you.

40. WE GROW BUSINESSES
Dream big. Implement Small. Invent now.
Bet the garden, not the farm.

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