John Lane - Centerline Digital - DMFB Conference 2014 - How To Walk On The Sea Of Content
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John Lane - Centerline Digital - DMFB Conference 2014 - How To Walk On The Sea Of Content

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How To Walk On The Sea Of Content. ...

How To Walk On The Sea Of Content.

There are two really big things that keep content marketing from working as well as it could for you:
1. Too much focus on quantity, rather than quality.
2. Not truly understanding your audience.

And they are related. I think that most people revert to creating more rather than "more valuable" because they don't understand their audience well enough to know what more valuable means.

So on quantity... we are in our own way. We're content hoarders. We think if a piece of content gets 1 view per month it must be good and worth keeping. That simply isn't true. Be willing the edit – promote more, iterate or replace. And we'll never be able to stop the quantity problem completely. Because even if we only put out the best quality content around a topic, we'll still be competing with all the content made be everyone else in the space.

And that's where audience understanding comes in. The better we know our audience — as humans, not canned personas — the better we can create the content they crave, and the better optimized it will be for the right audience to find it, engage with it, and share it. That type of understanding is an ongoing process, not a moment in time.

This presentation given at the Digital Marketing For Business conference covers those two points, and provides strategies on overcoming both challenges.

For more info, please visit http://www.centerline.net or contact me (John Lane) via Twitter: @johnvlane

Thanks!

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John Lane - Centerline Digital - DMFB Conference 2014 - How To Walk On The Sea Of Content Presentation Transcript

  • 1. | @johnvlane We…
  • 2. content… | @johnvlane We are drowning in
  • 3. content. | @johnvlane …what we need is more
  • 4. | @johnvlane How To Walk On The Sea Of Content
  • 5. Big Point 1. There’s too much focus on quantity of content as the path to content marketing success. | @johnvlane
  • 6. | @johnvlane
  • 7. | @johnvlane What does drowning look like?
  • 8. | @johnvlane 680,000+ Videos when searching for “IBM” 12,100+ Videos when searching for “IBM System z”
  • 9. | @johnvlane 44,987+ Instagram Images Tagged #IBM
  • 10. Accurate?Owned? Is all this content… On Brand? | @johnvlane
  • 11. You’re not IBM. ! But you have the same challenge. ! (Or worse.) | @johnvlane
  • 12. 164,000,000+ Results For “Content Marketing Agency” | @johnvlane
  • 13. Specifc Searches Don’t Necessarily Narrow The Field (But They’re Important) | @johnvlane
  • 14. | @johnvlane We’re Content Hoarders
  • 15. | @johnvlane We’re Content Hoarders YOU ARE HERE
  • 16. | @johnvlane
  • 17. Big Content v. Small Ball | @johnvlane
  • 18. | @johnvlane BUY COMPARE SOLVE LEARN AWARENESS LANDING PAGES/ MICROSITES CUSTOMER REFERENCES THOUGHT LEADERSHIP PIECES SALES ENABLEMENT TOOLS ASSESSMENT TOOLS/ ROI CALCULATORS SERIOUS GAMES/ SIMULATIONS PRODUCT/SERVICE DEMOS DIGITAL ADS SEO/SEM TRADITIONAL ADS OVERVIEW VIDEOS/ ANIMATIONS Goals Are About Movement
  • 19. | @johnvlane
  • 20. Yes, content marketing is a daily discipline (kind of). ! But it’s actually more of a relevance discipline. | @johnvlane
  • 21. Quantity of content is a problem we can never completely overcome. ! (We can only control ourselves.) | @johnvlane
  • 22. Big Point 2. We truly believe we know our audience | @johnvlane but we really don’t know them at all.
  • 23. Persona Creation
  • 24. But…
  • 25. | @johnvlane Who The Hell Are These People, Really?
  • 26. | @johnvlane Who The Hell Are These People, Really? What’s so funny? And why doesn’t she get the joke?
  • 27. | @johnvlane Heisenberg’s Uncertainty Principle
  • 28. | @johnvlane
  • 29. | @johnvlane “We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.” ! Iain Tait - Global Interactive Creative Director at Wieden+Kennedy
  • 30. | @johnvlane So… What Really Comes First?
  • 31. To strengthen the connection between audience and content: Focus on relevance. | @johnvlane
  • 32. | @johnvlane
  • 33. How do you determine what relevance means? ! (And address both our big points.) | @johnvlane
  • 34. | @johnvlane Content Inventory, Audit, Gap Analysis.
  • 35. | @johnvlane Content Inventory, Audit, Gap Analysis.
  • 36. | @johnvlane Create New Math World Relevance Age + Accuracy + Utility + Channel Distribution Brand Relevance Message + Design + Effectiveness
  • 37. Map To “Moments Of Need”
  • 38. | @johnvlane Tools To Help You Get To “Why”
  • 39. | @johnvlane Feedback Loops
  • 40. | @johnvlane Feedback Loops
  • 41. CREATE DELIVER ACTIVATE Edit — The Content Lifecycle Optimization Replace Iterate Promote | @johnvlane PLAN MONITOR &! MEASURE
  • 42. | @johnvlane Staying Afloat? Swimming? Walking On Water?
  • 43. | @johnvlane
  • 44. | @johnvlane
  • 45. | @johnvlane
  • 46. Thank you! Connect here: Here: Here: Here: And here, too: centerline.net twitter.com/johnvlane twitter.com/centerline linkedin.com/in/johnvlane facebook.com/centerlinedigital | @johnvlane
  • 47. Resources Tom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) The Brand Gap Book The Brand Gap on SlideShare | @johnvlane