Content in todays communications landscapePresentation Transcript
Marketing CONTENT IN TODAY´S COMMUNICATIONS LANDSCAPE
SearchEngine OptimisationversusSocial Media Optimisation
Content and Consumption
What has changed and whatdoweneed to focus on
Times ARE CHANGING… …SO ARE OUR JOBS
The Brain of a Communicator in 2010
Start thinkingcommunitynotigeography As media and contentconsumptionis beingliberated from geography – so should media and contentsupply.
Everybody is nowlocal
Everybody is now a stakeholder
New technology, new participation, new models
Tactics are wheregeography andlanguage come into play, but it shouldnot be a starting point for strategy.
Seo Vs. SMO – what’s the difference? So we are all doingSearch Engine Optimisation (SEO)? Howmany of us are doing and synching Social Media Optimisation (SMO)?
The Who, What and Where of StakeholderSearch ? Do you know? WHO is searching? WHATtheysearch for? WHERE they are located? Toooften the answer to all the abovequestions is no!
BRAND PR The classic branding questions for all organisations to answer What are we all about ? What are we best at ? How do we convert that promise to the consumer? Unlike traditional branding channels, brand PR is based on content which tells a story
The Brand PR ”Sweet Spot” All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!
Whydoescontentmatter? It tells your story It answerspeoplesquestions It inspires and entertains It motivates and educates It managesexpectations It brings your brand to life It builds OR breaks trust It drives decisionmaking!
WhatContentproductsdo you currentlyuse? Howmany of thesetools are you currentlyresponsible for? Source
To understandcontent marketing weneed to understand the new model of consumption.
Purchasing has changed The oldmodel of buying
Talk to an organisations sales representative
Talk to a distributor or reseller
See and act on an advert in relevant media
The world of Educatedbuyers In today’s world webaseourpurchasingdecisions on:
Directengagement with companywebsites
Online portals and websites
Listening and acting on the opinions of likemindedindividuals online (in our social networks, influential bloggers wefollow)
The highlysought after WORD OF MOUTH has becomeWORD OF MOUSE.
Journalism + Marketing = Content marketing Stakeholderengagement best achieved by Publishing NOT Marketing - successful organisations that are winning the battle of information realise this… …along with the productsthey offer, one of theircoreproducts is information.
What is my Contentstrategy? Someusefulquestions to start with:
How is my contentbeinggenerated?
Who is generating my content?
Am I using multiple formats?
Am I making my contentaccessible?
Am I making my content easy to view?
Am I making my content easy to use and share?
What is my engagementstrategy? The 3 I’s of engagement: INTERACTION The action a person takeswhilst present at those touch points INTIMACY The affection a person holds for a brand INFLUENCE The likelihood a person is to advocate on behalf of a brand I
The key question for communicators over the nextfewyears…
Do wewant to stop being Cinderella at the Marketing ball?
As content marketing becomesmoreimportantdowewant to gain a largershare of ourcompanies or clients’ marketing spend?
Start shaping and targeting ourmessaging and content like the marketers!
Swedish ContentConsumersAGED 18 – 24 vs. aged 35 - 44
3 Key contentcreation tips 1,2,3
Stop creating, writing and publishing content for your CEO
Start creating, writing and publishing content for your customeraudience
Remember - content is personal
Mostfollowed person on twitter in uk general election
Who’s job is it to producecontent? Who is your CEO? ChiefEditorial Officer Who is your ChiefConversation Officer? Do you haveone or many? Wheredoescontent come from? Look internally - Clients Services, R&D, Engineering, Sales, Productionetc Identify and engage with your internal storytellers. They will provide your Social Media Optimisation ?
COMMUNICATION IS AND always has been a two way process x Today’s modern communicator needs to let go of news management and control… …and start thinking and engaging in news and reputation conversation
SO WHAT HAS CHANGED? Opportunity… Speed… Reach… ContentPlatforms… What has notchanged? The fundementals of good public relations …A good story is still a good story …Good writing is still goodwriting …A headline (or 140 character elevator pitch) is still whatcatchesattention …Good relationshipbuilding is still whatsecurescoverage
A Final Piece of Advice… Stop thinkingabout all the new content PLATFORMS… …Continuethinkingaboutcreating innovative and engaging CONTENT!
Butbeware of thesepeople! …I see and hearmany of thesepeoplewalking the streets of London, New York and Stockholm!
Where to find me!!! Jonathan Bean Chief Operating Officer Jonathan.firstname.lastname@example.org @jonobean www.linkedin.com/in/jonathanpbean