Reflection of the Learning Snack I was invited to give for Cevora and Syntra Business Learning about Content Marketing, on the 26th of November 2013.
Questions? One address: benjamin@yourcoach.be
3. • We offer personalised, creative solutions to your
daily business problems. Fits any budget!
• Our innovative offering allows you to face today’s
challenges with confidence and ease.
• This unique product will make your life so much
better! There is nothing like it.
• Even if you think you don’t need it, you really do.
Trust me!
• Here, try one free! Or buy one and get one free!
Get a discount! Pay in installments! Get a FREE
gift with it! Money-back guarantee!
3
5. The modern customer
• Is critical and suspicious
• Is sick of and ignores commercial, ‘official’ and
superficial messages
• Seeks online, compares and is an expert
himself
• Finds references online from peers and from
his own network
• Loves and trusts authenticity, stories and
depth
5
7. A new attitude for companies
Stop shouting and make yourself useful.
7
8. “Content marketing is the only marketing left.”
– Seth Godin
• Offering interesting and relevant information
• To a specific focus group
• Without immediate Call To Action or sales
pitch
8
9. What is Content Marketing? (2)
• Pull Marketing
= You show what you’re good at, and people choose
when and why they make use of your services
• Long term strategy
– Campaign (short peak) vs. Expert (gradual increase)
• Relationship building
• A conversation
“Traditional marketing talks AT people.
Content marketing talks WITH them.”
9
12. Advantages
•
•
•
•
•
12
It re-enforces your brand.
It makes you believable.
It creates Evangelists, WoM, Virality…
It costs less – in the long run.
It lasts, and lasts… and lasts.
13. Drawbacks
• It takes time, and effort.
• You’re giving away valuable information.
• The results are slow, indirect and not always
measurable.
13
26. Ingredients for success in Content Marketing
• The 7 basic principles
• Mission and Vision: who are you what are you
doing it for?
• Focus group: Who wants your product/service?
• Message: what will you talk about?
• Form: how will you bring it?
• Practical: who, where and when?
26
27. The 7 Basic Principles
1. Think like a publisher = document and publish
what you already do
2. It’s not a one-off. Create a workflow.
3. It’s not about you. Be useful and relevant.
4. Do something others don’t.
5. Be independent and credible.
6. Don’t try to ‘convert’.
7. Use good titles.
27
34. MATRIX – Message media
About us
News
Events
I was here
Technical
usefulness
Product
presentation
Our services
Sector opinion
Short updates
Downloads
Book wisdom
Cases &
Testimonials
From around here
Personal
Practical advice
Series
Quotes
Did you know…
The Making of…
Behind the scenes
Tips & Tricks
Help
Realisations
Poll
34
Website
Time snap
Crowdsourcing
…
35. ASSIGNMENT
• Circle the Message Media you already use
• Which 1 medium can you add, or which
existing one can you use more? Frame it.
35
36. MATRIX – Form Media
Blog
Book
Press
Speaking
Columns
Teaching
Mailings
Social Media
Whitepapers
Events
Video
Magazines
Apps
Webinars
Volunteering
…
36
37. ASSIGNMENT
• Circle the Form Media you already use
• Which 1 medium can you add, or which
existing one can you use more? Frame it.
37
43. ASSIGNMENT – What’s your ‘voice’?
• Take a look at your strategy
• How will you communicate?
– To whom?
– Content and form media
– Where
– When
–…
• Formulate some concrete ideas and pass
along.
43
46. Content Marketing Strategy
• Vision. Where do I want to take my company?
• Mission. What are my concrete goals for the next 5 years?
• Conversion. What can others do to help me with that in the
near future?
• Focus group. Who can help me? Who needs me?
• Content. What is valuable to them?
• Expertise and USP. What can I offer that matches that, and
that others don’t do as well (yet)?
• Execution. How and when and where? Platforms,
frequency, style, tone…
• Reporting. How will I measure the effect of my actions?
46
48. Workflow
•
•
•
•
Who’ll do it?
Which resources will be freed up?
When will it be done?
Where will the inspiration/the material come
from?
• On what platforms?
…
TIP: Add 1 new platform at a time.
48
49. ASSIGNMENT
• Write down your strategy – quickly.
• Which points take time? Those need regular
work!
• Formulatie 1 Action Point for tomorrow
(strategic expansion/practical todo)
49
50. A new attitude for companies (2)
• Walk your talk
– Authenticity
– Transparancy
– Human stories
• Focus on relationships, not sales
– Interaction
– Spread knowledge
• Expert in your trade
– Know what you’re good at and show it
– Don’t compare yourself to others (we’ll do it for you)
50