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Why (most) content marketing is crap
 

Why (most) content marketing is crap

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We are all into content marketing nowadays. Many companies are looking at rolling out content initiatives themselves. This presentation shows why most of them are bound to fail and what might be the ...

We are all into content marketing nowadays. Many companies are looking at rolling out content initiatives themselves. This presentation shows why most of them are bound to fail and what might be the right approach to set up for the future.

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    Why (most) content marketing is crap Why (most) content marketing is crap Presentation Transcript

    • Why (Most) Content Marketing is Crap! ! (and what to do about it) ! May 2014 jo@dearmedia.be @jcaudron 00 32 475 43 80 98
    • @jcaudron Jo Caudron °1968 Founder & CEO Digital Consulting Firm Co-Founder Social Media Campaigning Platform
    • @jcaudron • a digital consulting company • founded in 2009 by Jo Caudron, currently we are 6 consultants • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients
    • @jcaudron Our Field of Activities • Dit voorstel is gebaseerd op de emails en schriftelijke briefing “Offerte-aanvraag: workshop ‘online programma’ Partena” • Partena vraagt aan de biedende partijen om een 1-dag workshop te faciliteren. • Het doel van deze workshop zou zijn om de online/social/mobile strategie scherp te stellen voor Partena 2012-2014 • DearMedia heeft eerder al laten weten dat een 1-dag workshop tot de mogelijkheden behoort, maar dat de gevraagde resultaten te uitgebreid zijn om dit op 1 dag te realiseren. Dit inzicht is gebaseerd op onze jarenlange ervaring in vergelijkbare trajecten in binnen- en buitenland. • Als tussenoplossing stellen we voor om - een korte termijn traject van een beperkt aantal workshops op te zetten waarin de basis- vragen van Partena worden afgedekt - optioneel een vervolgtraject aan te bieden dat ook Partena verder klaarmaakt op vlak van digitale, sociale en/of mobiele media strategie en concepten. • In het schema op de volgende slide schetsen we onze totale methodologie die we gebruiken - als basis voor de korte termijn workshops - ter illustratie van het optionele vervolgtraject ! Digital Transformation Modeling: Digital impact on traditional communication, media, business, ... Online Social Mobile & Tablets Future Media & Marcomm
    • @jcaudron Coming Soon
    • @jcaudron Reasons why (most) Content Marketing is crap
    • @jcaudron Media are transportation tubes to bring messages from A to B in order to influence people’s opinions. ! And media need content to disguise the messages.
    • @jcaudron Traditional media are eroding. Their future is uncertain. ! Brands are looking for alternatives to bring messages across.
    • @jcaudron Exit 1: the web ! “if we build it, they will come”. ! Not. (if we want them to come we still need to buy their attention …)
    • @jcaudron Exit 2: Social Media ! “people love us, they will share everything we say, everything will go viral”. ! Not. (even the best brands only reach a small fraction of their client base via social media. Having clients share something remains quite a challenge, even for the best-in- class-brands)
    • @jcaudron Exit 3: Content Marketing ! “Let’s create great content and everyone will want to read this”. ! Not.
    • @jcaudron Why Content Marketing is Crap.
 Reason 1 What problem are we actually solving here? ! Don’t believe the hype.
    • @jcaudron Transparency Accountability Proximity Responsiveness Bi-directional Humanization Authenticity The Glass House Relationship Monolithic vs. atomic APPification Long Tail Personalized Experience Speed Price (Self-)service Scalability The Package Product, Service & Packaging Bypassing Virtualization Fragmentation of touchpoints The Frog Position in the value chain New gatekeepers Recommendations "Good is good enough" Ambassadorship The Gatekeeper Opinion making The Traveller Place Utility Empowered self Delivery fulfillment New way of working Contextual awareness Real-time Location & Place The Participant Community Gamification Collaboration The power of the crowd Community The Cyborg Internet of things Wearables Quantified self Robotics Data Monitoring Progressive Technology Why should brands be interested in content?
    • @jcaudron Why Content Marketing is Crap.
 Reason 2 Because we have no strategy that justifies content marketing as a tactical instrument. Why? Why? Why? Why? Why? “Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff”
    • @jcaudron Why Content Marketing is Crap.
 Reason 3 Because most content is just wrong.
    • @jcaudron There is more to content than you typically master. Content Product & Marketing Corporate (boring) Corporate (fun, maybe fake?) Expert (media) Entertain- ment (media) Utility, Functional & Service Emotional
    • @jcaudron There is more to content than you typically master. Reality check: Content Product & Marketing Corporate (boring) Corporate (fun, maybe fake?) Expert (media) Entertain- ment (media) Utility, Functional & Service Emotional What does really engage our audience?
    • @jcaudron There is more to content than you typically master. Reality check: Content Product & Marketing Corporate (boring) Corporate (fun, maybe fake?) Expert (media) Entertain- ment (media) Utility, Functional & Service Emotional What does really engage our audience? What do we actually have?
    • @jcaudron There is more to content than you typically master. So what do we do? Content Product & Marketing Corporate (boring) Corporate (fun, maybe fake?) Expert (media) Entertain- ment (media) Utility, Functional & Service Emotional We make this look like that :-(
    • @jcaudron Why Content Marketing is Crap.
 Reason 4 Because the wrong people are creating it for the wrong reasons.
    • @jcaudron
    • @jcaudron
    • @jcaudron Doing it right. It all starts with strategy Why? (x5) What?How?
    • @jcaudron Why? (x5) What?How? “Because we really have our reasons” ! (connect to people, claim thought leadership, strengthen loyalty, build the image, …)
    • @jcaudron Why? (x5) What?How? Claim a content area that really makes the differences, that can build a real and loyal audience. ! You need a positioning like other traditional media-brands have. ! They are now your competitor (and you might even outlive them).
    • @jcaudron Why? (x5) What?How? By becoming a publisher
    • @jcaudron By becoming a publisher ✓ hire journalists that got fired by the traditional media ✓ objective and cutting-edge ✓ quality and criticism ✓ if it is not neutral and strong, don’t do it ✓ give them one mission: build a loyal audience that really believes what you are saying ✓ keep your traditional marketing or corporate communication experts far away
    • @jcaudron WTF? What about my brand?!
    • @jcaudron Your content is here Your brand is here
    • @jcaudron You are warned now, so please don’t let this great opportunity be buried underneath loads of content crap
    • @jcaudron We might help you create an integrated strategy
    • @jcaudron + 32 475 43 80 98 jo@dearmedia.be @jcaudron www.dearmedia.be/contact Thank you!
    • Why (Most) Content Marketing is Crap! ! (and what to do about it) ! May 2014 jo@dearmedia.be @jcaudron 00 32 475 43 80 98