HOW TO SIMPLIFY CONTEXT AND BUILD
TRUST IN CONTENT MARKETING
Paul Feiner | @PaFein
2
7 OUT OF 10 BUSINESSES
ARE PRODUCING MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2...
3
BUT AS MORE
MARKETERS
TAKE THE LEAP TO
INVEST IN CONTENT
MARKETING...
CONSUMERS CHANGE FASTER THAN BRANDS
ADAPT
1 billion+
1 Billion+
240m
280m
2013 MEDIA USAGE
WHERE CONSUMERS ARE
WHERE BRAND...
5
SO MANY DIFFERENT TOOLS &
PLATFORMS...
6
DIFFERENT SCREENS FOR EVERY CONTEXT
7
AND A RAPIDLY CHANGING DECISION PROCESS
Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :h...
8
IT’S NO WONDER SO MANY
BRANDS STRUGGLE TO
PRODUCE CONTENT
AUDIENCES VALUE.
9
it’s a lot to think through.
10
BUT 7 OUT OF 10 MARKETERS
WILL PRODUCE MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/1187...
11
WHY?
“Content marketing is
perhaps alone in its ability
to be a successful endeavor
at every phase of the
customer lifecycle.”
...
13
BUT WHAT ARE THE RISKS OF GETTING
CONTENT & CONTEXT WRONG?
CONSUMERS &
PLATFORMS WILL
FILTER YOU OUT
content
content
content
content
content
content
contentcontent
content
content
c...
15
CONSUMERS’
YOU’LL WASTE
TIMEYOURS
BUDGET MEDIA
PRODUCTION
RISKS
16
BUT THE BIGGEST RISK IS...
17
YOU WON’T BUILD TRUST.
18
TRUST WITH
STAKEHOLDE
RS
CONSUMERS
ALGORITHMS
[ ]
“The most important question in marketing is..."
“Do they trust me enough to believe my promises?”
“Without that, you have...
20
WAYS TO SIMPLIFY
CONTEXT AND CREATE
CONTENT THAT BUILDS TRUST
On Content Marketing
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as...
22
DEFINE A CLEAR & VALUED AUDIENCE
THAT SHARES YOUR PURPOSE.
A WISE CREATIVE FILTER
24
• USE FACEBOOK GRAPH
SEARCH TO BEGIN
PROFILING AUDIENCE
• HELP THAT AUDIENCE
• MN SEARCH MARKETERS LIKE...
• CONTRARIAN...
25
WHAT CONTENT
SHOULD YOU CREATE?
CONTENT
YOU
CAN DELIVER
RIGHT
AUDIENCE
VALUES
HAS
BUSINESS
PURPOSE
IgnoredPoor ROI
Can’...
26
AWARENESSAWARENESS RESEARCHRESEARCH PERSUADEPERSUADE BUYBUY REFERRALREFERRAL
OUR GOALOUR GOAL
FILL CONTENT GAPS FOR
YOU...
27
EXAMPLES FROM THE WILD
28
• YOUTUBE CONTENT
FOR SPECIFIC HEALTH
ISSUES
• PERSUADES
RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO
PRODUCE VIDEOS...
29
• MICROSITE CONTENT
• PERSUADES
SKEPTICS &
EMBOLDENS BRAND
DEFENDERS
• CHANGING THE
CONVERSATION
• ANSWERS QUESTIONS
• ...
30
• DIVERSE CONTENT FOR
ADVANCED FACEBOOK
MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT
WITH INCREASING NEED...
31
PERSONAL EXAMPLES
32
I LOVE
MINNESOTA
SPORTS
• SELF-CREATED JUNE LAST
YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• ...
33
SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN
34
GOKART’S CURATED E-MAIL
35
36
LAB NOTES
• WEEKLY CURATED E-MAIL
• FOR CURRENT & POTENTIAL
CLIENTS
• SCANNABLE
• NEW BIZ DRIVER
• CURATION & CONVERSAT...
37
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand...
38
PAUL FEINER
CONTENT STRATEGIST @PaFein
39
Thank you.
WE GROW BUSINESSES
Dream big. Implement Small. Invent now.
Bet the garden, not the farm.
41
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How To Simplify Context And Build Trust In Content Marketing - Paul Feiner

  1. 1. HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING Paul Feiner | @PaFein
  2. 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. 3 BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN CONTENT MARKETING...
  4. 4. CONSUMERS CHANGE FASTER THAN BRANDS ADAPT 1 billion+ 1 Billion+ 240m 280m 2013 MEDIA USAGE WHERE CONSUMERS ARE WHERE BRANDS HAVE EXPERTISE
  5. 5. 5 SO MANY DIFFERENT TOOLS & PLATFORMS...
  6. 6. 6 DIFFERENT SCREENS FOR EVERY CONTEXT
  7. 7. 7 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
  8. 8. 8 IT’S NO WONDER SO MANY BRANDS STRUGGLE TO PRODUCE CONTENT AUDIENCES VALUE.
  9. 9. 9 it’s a lot to think through.
  10. 10. 10 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
  11. 11. 11 WHY?
  12. 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/
  13. 13. 13 BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG?
  14. 14. CONSUMERS & PLATFORMS WILL FILTER YOU OUT content content content content content content contentcontent content content content content content content content content content content content content content content content content content content content contentcontent content content content content content content content content content content content content content content content content content content content content content content content content content content content content contentcontent content content content content content content content content content content content content content content content content content content content content contentcontent content content content content content contentcontent content content content content content content content content content content content content content contentcontent content content content content content content
  15. 15. 15 CONSUMERS’ YOU’LL WASTE TIMEYOURS BUDGET MEDIA PRODUCTION RISKS
  16. 16. 16 BUT THE BIGGEST RISK IS...
  17. 17. 17 YOU WON’T BUILD TRUST.
  18. 18. 18 TRUST WITH STAKEHOLDE RS CONSUMERS ALGORITHMS [ ]
  19. 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
  20. 20. 20 WAYS TO SIMPLIFY CONTEXT AND CREATE CONTENT THAT BUILDS TRUST
  21. 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
  22. 22. 22 DEFINE A CLEAR & VALUED AUDIENCE THAT SHARES YOUR PURPOSE.
  23. 23. A WISE CREATIVE FILTER
  24. 24. 24 • 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
  25. 25. 25 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.
  26. 26. 26 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
  27. 27. 27 EXAMPLES FROM THE WILD
  28. 28. 28 • 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
  29. 29. 29 • MICROSITE CONTENT • PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS • CHANGING THE CONVERSATION • ANSWERS QUESTIONS • RESTORING TRUST McDonald’s Canada 29 http://yourquestions.mcdonalds.ca/
  30. 30. 30 • DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS • AUTHORITATIVE • FREQUENT • TRUSTWORTHY CONTENT WITH INCREASING NEED Jon Loomer 30 http://www.jonloomer.com/
  31. 31. 31 PERSONAL EXAMPLES
  32. 32. 32 I LOVE MINNESOTA SPORTS • SELF-CREATED JUNE LAST YEAR • FACEBOOK FIRST • ACTIVE COMMUNITY • SHARED PASSION & PURPOSE • SENSE OF PLACE • CURATION & CONVERSATION 32
  33. 33. 33 SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN
  34. 34. 34 GOKART’S CURATED E-MAIL
  35. 35. 35
  36. 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. 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.”
  38. 38. 38 PAUL FEINER CONTENT STRATEGIST @PaFein
  39. 39. 39 Thank you.
  40. 40. WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.
  41. 41. 41
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