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