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throwing
shit against the wall
& analysing what sticks…
HANNAH SMITH
CONTENT STRATEGIST @DISTILLED
that has

negative
connotations
@hannah_bo_banna
@hannah_bo_banna
I beg to

differ
@hannah_bo_banna
present an idea &

test
the reaction

@hannah_bo_banna
is the only way to

succeed
@hannah_bo_banna
but I‟m jumping ahead…

@hannah_bo_banna
HANNAH SMITH
Caffeine Addict
Moz Associate

Writes on State of Digital, Medium & SEO Chicks

Content Strategist at Distill...
what do I

actually
do?
@hannah_bo_banna
here are some

things
I‟ve made
@hannah_bo_banna
http://www.concerthotels.com/ipod-visualized-as-vinyl

@hannah_bo_banna
http://www.simplybusiness.co.uk/microsites/googleplusfor-small-businesses/

@hannah_bo_banna
http://www.twolittlefleas.co.uk/happiness-generator/

@hannah_bo_banna
http://www.twolittlefleas.co.uk/happiness-generator/

@hannah_bo_banna
http://www.thetrainline.com/tools/festival-finder/

@hannah_bo_banna
I endeavour to

create content
that…
@hannah_bo_banna
will blow

people‟s
minds
for a precious heartbeat or two…
create things that are

useful
things that will

blow
their
minds
things that will

blow
their
minds
create things people will

love
that sounds

hard
@hannah_bo_banna
do you really need to
do that?

@hannah_bo_banna
yes
I think you do

@hannah_bo_banna
content marketing is

not
new
@hannah_bo_banna
but

how
we consume
content online

@hannah_bo_banna
has &
will continue to

change
@hannah_bo_banna
we
surface content through

filters…
@hannah_bo_banna
do you actually

see updates
from the companies
you follow?
@hannah_bo_banna
“A squirrel dying in front
of your house may be
more relevant to your
interests right now than
people dying in Africa.”
~ ...
facebook protects us from

unwanted
content
@hannah_bo_banna
& so does our technology

@hannah_bo_banna
With four months of steady
decline, it‟s apparent that tabs

are affecting opens in Gmail.
After the introduction of the
t...
permission
may no longer be enough…
@hannah_bo_banna
to bypass the filters
your content must be shared
by lots of people
- not just you

@hannah_bo_banna
people need to love
your marketing
today
I bring you

@hannah_bo_banna
the stumbling blocks,

pitfalls
@hannah_bo_banna
&
gut-wrenching

anguish
@hannah_bo_banna
that I‟ve encountered
when
creating content

@hannah_bo_banna
& tips for how to live to

fight
another day
@hannah_bo_banna
stumbling
blocks
@hannah_bo_banna
can‟t we just create
something that shows
why people should buy
our stuff?
~ The Client

@hannah_bo_banna
me:
the sort of content that
drives conversion?

@hannah_bo_banna
yeah, do that
& get people to share it
~ The Client

@hannah_bo_banna
me:
you want me to get you
free advertising?

@hannah_bo_banna
yeah!
~ The Client

@hannah_bo_banna
content should be

goal-driven
@hannah_bo_banna
what you create
depends on what you
want to achieve

@hannah_bo_banna
advertising

isn‟t shared
unless it also
entertains / educates
@hannah_bo_banna
content to „persuade‟

isn‟t shared
unless it also
entertains / educates
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
sometimes it
works

@hannah_bo_banna
sometimes it
just „appears‟ to

@hannah_bo_banna
@hannah_bo_banna
yay!
@hannah_bo_banna
but people see through
this…

@hannah_bo_banna
Time to start
buying food
for Christmas!
(says supermarket chain)
@hannah_bo_banna
you‟re getting coverage…

@hannah_bo_banna
it‟s even hitting your
target audience

@hannah_bo_banna
but
@hannah_bo_banna
self-serving messaging can

alienate
the people you seek to
engage

@hannah_bo_banna
people need to love
your marketing
pitfalls
@hannah_bo_banna
limited
creative scope
@hannah_bo_banna
that‟s off-brand

~ The Client

@hannah_bo_banna
sometimes this is true…

@hannah_bo_banna
but
@hannah_bo_banna
your brand is not

what
you sell

@hannah_bo_banna
your brand is

how
you sell it
it‟s about your

values
@hannah_bo_banna
your content must not

contradict
your brand values

@hannah_bo_banna
but
@hannah_bo_banna
don‟t limit
your content

@hannah_bo_banna
don‟t limit
yourself

@hannah_bo_banna
your content
doesn‟t have to be
*just* about what you sell

@hannah_bo_banna
sell

soft drinks
@hannah_bo_banna
but their content is about

extreme sports
@hannah_bo_banna
@hannah_bo_banna
because that‟s what
their target audience

love & share
@hannah_bo_banna
it‟s our job to
persuade brands to

think beyond
their products

@hannah_bo_banna
& think about their

audience
instead

@hannah_bo_banna
http://www.concerthotels.com/ipod-visualized-as-vinyl

@hannah_bo_banna
http://www.simplybusiness.co.uk/microsites/googleplusfor-small-businesses/

@hannah_bo_banna
http://www.twolittlefleas.co.uk/happiness-generator/

@hannah_bo_banna
http://www.twolittlefleas.co.uk/happiness-generator/

@hannah_bo_banna
http://www.thetrainline.com/tools/festival-finder/

@hannah_bo_banna
so
@hannah_bo_banna
how

do you figure out what
your audience
love / need / want?
@hannah_bo_banna
what will blow

people‟s
minds?
to succeed you‟ll need to…

@hannah_bo_banna
research
your audience

@hannah_bo_banna
surveys
& focus groups

@hannah_bo_banna
•
•
•
•
•
•
•

What problems do they have?
What do they love?
What do they hate?
What do they share?
What sites do they re...
research
what sticks

@hannah_bo_banna
study what works
& try to deconstruct why

@hannah_bo_banna
but don‟t spend
too much time on this!

@hannah_bo_banna
what works for one company
may not work for you

@hannah_bo_banna
frame your content

appropriately
@hannah_bo_banna
http://www.cordless-phones.uk.com/blog/ligo/news/social-mediabad-phone.htm

@hannah_bo_banna
there‟s some stuff about
being bad for your phone…

@hannah_bo_banna
@hannah_bo_banna
but there‟s also some stuff
about your well-being…

@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
but remember there are

no

guarantees
@hannah_bo_banna
it‟s incredibly hard to predict
what will resonate

@hannah_bo_banna
at some point, you have to

@hannah_bo_banna
@hannah_bo_banna
if you don‟t
launch anything
you can‟t learn anything

@hannah_bo_banna
throw
shit against the wall,
& analyse what sticks

@hannah_bo_banna
sometimes…

@hannah_bo_banna
you‟ll

fail
@hannah_bo_banna
gut-wrenching

anguish
@hannah_bo_banna
it is the

worst
@hannah_bo_banna
but failure is a

necessary
part of the process
@hannah_bo_banna
how to

live
to fight another day
@hannah_bo_banna
@hannah_bo_banna
pick your

battles
@hannah_bo_banna
if there‟s no appetite for
content to
entertain / educate

@hannah_bo_banna
focus on content to
persuade or convert first

@hannah_bo_banna
@hannah_bo_banna
recognise
the pitfalls & stumbling
blocks

@hannah_bo_banna
don‟t just power on through

@hannah_bo_banna
you risk wasting
time & effort
on something which might
never be launched

@hannah_bo_banna
acknowledge
& address issues

@hannah_bo_banna
be prepared to start over
if you have to

@hannah_bo_banna
@hannah_bo_banna
make your content

go further
@hannah_bo_banna
make sure your content
works across all
browsers & devices

@hannah_bo_banna
make sure your
social share buttons
work

@hannah_bo_banna
make your headline &
social share copy
„clicky‟

http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-somet...
create images for
social sharing

http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral

...
place retargeting pixels
on all of your content

@hannah_bo_banna
test paid promotion

@hannah_bo_banna
@hannah_bo_banna
plan to

fail
@hannah_bo_banna
be

honest
@hannah_bo_banna
talk openly about the risks &
why it‟s important to try
anyway

@hannah_bo_banna
manage expectations

@hannah_bo_banna
agree what

„success‟
looks like before you launch
@hannah_bo_banna
@hannah_bo_banna
learn from

failure
@hannah_bo_banna
deconstruct
what did and did not work

@hannah_bo_banna
share
your learning
with everyone

@hannah_bo_banna
and keep

going
@hannah_bo_banna
how
we consume
content online

@hannah_bo_banna
has &
will continue to

change
@hannah_bo_banna
permission
may no longer be enough…
@hannah_bo_banna
people need to love
your marketing
throw
more shit against the wall
and analyse what sticks
@hannah_bo_banna
HANNAH SMITH
Caffeine Addict
Moz Associate

Writes on State of Digital, Medium & SEO Chicks

Content Strategist

hannah.sm...
Image Credits
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

I don’t know what I’m doing - http://www.flickr.com/photos/melinesafary...
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
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Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013

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Transcript of "Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013"

  1. 1. throwing shit against the wall & analysing what sticks… HANNAH SMITH CONTENT STRATEGIST @DISTILLED
  2. 2. that has negative connotations @hannah_bo_banna
  3. 3. @hannah_bo_banna
  4. 4. I beg to differ @hannah_bo_banna
  5. 5. present an idea & test the reaction @hannah_bo_banna
  6. 6. is the only way to succeed @hannah_bo_banna
  7. 7. but I‟m jumping ahead… @hannah_bo_banna
  8. 8. HANNAH SMITH Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks Content Strategist at Distilled hannah.smith@distilled.net @hannah_bo_banna
  9. 9. what do I actually do? @hannah_bo_banna
  10. 10. here are some things I‟ve made @hannah_bo_banna
  11. 11. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  12. 12. http://www.simplybusiness.co.uk/microsites/googleplusfor-small-businesses/ @hannah_bo_banna
  13. 13. http://www.twolittlefleas.co.uk/happiness-generator/ @hannah_bo_banna
  14. 14. http://www.twolittlefleas.co.uk/happiness-generator/ @hannah_bo_banna
  15. 15. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  16. 16. I endeavour to create content that… @hannah_bo_banna
  17. 17. will blow people‟s minds
  18. 18. for a precious heartbeat or two…
  19. 19. create things that are useful
  20. 20. things that will blow their minds
  21. 21. things that will blow their minds
  22. 22. create things people will love
  23. 23. that sounds hard @hannah_bo_banna
  24. 24. do you really need to do that? @hannah_bo_banna
  25. 25. yes I think you do @hannah_bo_banna
  26. 26. content marketing is not new @hannah_bo_banna
  27. 27. but how we consume content online @hannah_bo_banna
  28. 28. has & will continue to change @hannah_bo_banna
  29. 29. we surface content through filters… @hannah_bo_banna
  30. 30. do you actually see updates from the companies you follow? @hannah_bo_banna
  31. 31. “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” ~ Mark Zuckerberg, Facebook @hannah_bo_banna
  32. 32. facebook protects us from unwanted content @hannah_bo_banna
  33. 33. & so does our technology @hannah_bo_banna
  34. 34. With four months of steady decline, it‟s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus https://litmus.com/blog/48-of-emails-are-opened-onmobile-gmail-opens-down-20-since-tabs @hannah_bo_banna
  35. 35. permission may no longer be enough… @hannah_bo_banna
  36. 36. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
  37. 37. people need to love your marketing
  38. 38. today I bring you @hannah_bo_banna
  39. 39. the stumbling blocks, pitfalls @hannah_bo_banna
  40. 40. & gut-wrenching anguish @hannah_bo_banna
  41. 41. that I‟ve encountered when creating content @hannah_bo_banna
  42. 42. & tips for how to live to fight another day @hannah_bo_banna
  43. 43. stumbling blocks @hannah_bo_banna
  44. 44. can‟t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
  45. 45. me: the sort of content that drives conversion? @hannah_bo_banna
  46. 46. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
  47. 47. me: you want me to get you free advertising? @hannah_bo_banna
  48. 48. yeah! ~ The Client @hannah_bo_banna
  49. 49. content should be goal-driven @hannah_bo_banna
  50. 50. what you create depends on what you want to achieve @hannah_bo_banna
  51. 51. advertising isn‟t shared unless it also entertains / educates @hannah_bo_banna
  52. 52. content to „persuade‟ isn‟t shared unless it also entertains / educates @hannah_bo_banna
  53. 53. @hannah_bo_banna
  54. 54. @hannah_bo_banna
  55. 55. sometimes it works @hannah_bo_banna
  56. 56. sometimes it just „appears‟ to @hannah_bo_banna
  57. 57. @hannah_bo_banna
  58. 58. yay! @hannah_bo_banna
  59. 59. but people see through this… @hannah_bo_banna
  60. 60. Time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
  61. 61. you‟re getting coverage… @hannah_bo_banna
  62. 62. it‟s even hitting your target audience @hannah_bo_banna
  63. 63. but @hannah_bo_banna
  64. 64. self-serving messaging can alienate the people you seek to engage @hannah_bo_banna
  65. 65. people need to love your marketing
  66. 66. pitfalls @hannah_bo_banna
  67. 67. limited creative scope @hannah_bo_banna
  68. 68. that‟s off-brand ~ The Client @hannah_bo_banna
  69. 69. sometimes this is true… @hannah_bo_banna
  70. 70. but @hannah_bo_banna
  71. 71. your brand is not what you sell @hannah_bo_banna
  72. 72. your brand is how you sell it
  73. 73. it‟s about your values @hannah_bo_banna
  74. 74. your content must not contradict your brand values @hannah_bo_banna
  75. 75. but @hannah_bo_banna
  76. 76. don‟t limit your content @hannah_bo_banna
  77. 77. don‟t limit yourself @hannah_bo_banna
  78. 78. your content doesn‟t have to be *just* about what you sell @hannah_bo_banna
  79. 79. sell soft drinks @hannah_bo_banna
  80. 80. but their content is about extreme sports @hannah_bo_banna
  81. 81. @hannah_bo_banna
  82. 82. because that‟s what their target audience love & share @hannah_bo_banna
  83. 83. it‟s our job to persuade brands to think beyond their products @hannah_bo_banna
  84. 84. & think about their audience instead @hannah_bo_banna
  85. 85. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  86. 86. http://www.simplybusiness.co.uk/microsites/googleplusfor-small-businesses/ @hannah_bo_banna
  87. 87. http://www.twolittlefleas.co.uk/happiness-generator/ @hannah_bo_banna
  88. 88. http://www.twolittlefleas.co.uk/happiness-generator/ @hannah_bo_banna
  89. 89. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  90. 90. so @hannah_bo_banna
  91. 91. how do you figure out what your audience love / need / want? @hannah_bo_banna
  92. 92. what will blow people‟s minds?
  93. 93. to succeed you‟ll need to… @hannah_bo_banna
  94. 94. research your audience @hannah_bo_banna
  95. 95. surveys & focus groups @hannah_bo_banna
  96. 96. • • • • • • • What problems do they have? What do they love? What do they hate? What do they share? What sites do they read? How do they spend time online? What about offline? @hannah_bo_banna
  97. 97. research what sticks @hannah_bo_banna
  98. 98. study what works & try to deconstruct why @hannah_bo_banna
  99. 99. but don‟t spend too much time on this! @hannah_bo_banna
  100. 100. what works for one company may not work for you @hannah_bo_banna
  101. 101. frame your content appropriately @hannah_bo_banna
  102. 102. http://www.cordless-phones.uk.com/blog/ligo/news/social-mediabad-phone.htm @hannah_bo_banna
  103. 103. there‟s some stuff about being bad for your phone… @hannah_bo_banna
  104. 104. @hannah_bo_banna
  105. 105. but there‟s also some stuff about your well-being… @hannah_bo_banna
  106. 106. @hannah_bo_banna
  107. 107. @hannah_bo_banna
  108. 108. but remember there are no guarantees @hannah_bo_banna
  109. 109. it‟s incredibly hard to predict what will resonate @hannah_bo_banna
  110. 110. at some point, you have to @hannah_bo_banna
  111. 111. @hannah_bo_banna
  112. 112. if you don‟t launch anything you can‟t learn anything @hannah_bo_banna
  113. 113. throw shit against the wall, & analyse what sticks @hannah_bo_banna
  114. 114. sometimes… @hannah_bo_banna
  115. 115. you‟ll fail @hannah_bo_banna
  116. 116. gut-wrenching anguish @hannah_bo_banna
  117. 117. it is the worst @hannah_bo_banna
  118. 118. but failure is a necessary part of the process @hannah_bo_banna
  119. 119. how to live to fight another day @hannah_bo_banna
  120. 120. @hannah_bo_banna
  121. 121. pick your battles @hannah_bo_banna
  122. 122. if there‟s no appetite for content to entertain / educate @hannah_bo_banna
  123. 123. focus on content to persuade or convert first @hannah_bo_banna
  124. 124. @hannah_bo_banna
  125. 125. recognise the pitfalls & stumbling blocks @hannah_bo_banna
  126. 126. don‟t just power on through @hannah_bo_banna
  127. 127. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
  128. 128. acknowledge & address issues @hannah_bo_banna
  129. 129. be prepared to start over if you have to @hannah_bo_banna
  130. 130. @hannah_bo_banna
  131. 131. make your content go further @hannah_bo_banna
  132. 132. make sure your content works across all browsers & devices @hannah_bo_banna
  133. 133. make sure your social share buttons work @hannah_bo_banna
  134. 134. make your headline & social share copy „clicky‟ http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral @hannah_bo_banna
  135. 135. create images for social sharing http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral @hannah_bo_banna
  136. 136. place retargeting pixels on all of your content @hannah_bo_banna
  137. 137. test paid promotion @hannah_bo_banna
  138. 138. @hannah_bo_banna
  139. 139. plan to fail @hannah_bo_banna
  140. 140. be honest @hannah_bo_banna
  141. 141. talk openly about the risks & why it‟s important to try anyway @hannah_bo_banna
  142. 142. manage expectations @hannah_bo_banna
  143. 143. agree what „success‟ looks like before you launch @hannah_bo_banna
  144. 144. @hannah_bo_banna
  145. 145. learn from failure @hannah_bo_banna
  146. 146. deconstruct what did and did not work @hannah_bo_banna
  147. 147. share your learning with everyone @hannah_bo_banna
  148. 148. and keep going @hannah_bo_banna
  149. 149. how we consume content online @hannah_bo_banna
  150. 150. has & will continue to change @hannah_bo_banna
  151. 151. permission may no longer be enough… @hannah_bo_banna
  152. 152. people need to love your marketing
  153. 153. throw more shit against the wall and analyse what sticks @hannah_bo_banna
  154. 154. HANNAH SMITH Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks Content Strategist hannah.smith@distilled.net @hannah_bo_banna
  155. 155. Image Credits • • • • • • • • • • • • • • • • • • I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ Content Marketing Matrix - http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix.jpg Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ Make everything better - http://coding.smashingmagazine.com/2009/08/23/50-useful-new-jquery-techniques/ Love - http://realtruelove.wordpress.com/2013/02/14/love/ Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ Launch - http://www.palantir.net/blog/its-launch-time 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna
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