Gagging for it: why content marketing is a fantasy

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Why marketers are wasting time and money on content strategies, when they should be playing the real-time Information Game

Why marketers are wasting time and money on content strategies, when they should be playing the real-time Information Game

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  • 1. Richard Stacy 2014 Gagging for it The uncomfortable truth about consumers, content marketing, engagement, social media, information… and butlers richardstacy.com 2014
  • 2. So tell me, what are two hot consumer babes like you doing in an online environment like this? richardstacy.com 2014
  • 3. I know what you are after, you want a bit of engagement don’t you? richardstacy.com 2014
  • 4. I reckon it is a long time since either of you lovelies were really ‘engaged’ by a brand know what I mean? richardstacy.com 2014
  • 5. I bet you’re really gagging for it. I can track your sentiment, I know what consumers like you really want richardstacy.com 2014
  • 6. Tell you what, come back to my brand world and I will give you a truly immersive brand experience richardstacy.com 2014
  • 7. And then you can give me the old ‘thumbs up’ treatment, know what I mean richardstacy.com 2014
  • 8. Yeah baby, yeah! richardstacy.com 2014
  • 9. But first, just to get you excited, just to get you in the mood for it, I can slip you a little something richardstacy.com 2014
  • 10. … a lovely little line of grade A content, just for you richardstacy.com 2014
  • 11. Lots more where that came from I can tell you richardstacy.com 2014
  • 12. richardstacy.com 2014 Consumer babes, check out the size of my content strategy. Its MASSIVE
  • 13. Now, sit on my Facebook page and tell me that you like me richardstacy.com 2014
  • 14. And they are thinking… Wow, what a great guy! Can’t wait for some more of that content richardstacy.com 2014
  • 15. Wow, what a great guy! Can’t wait for some more of that content … in his dreams richardstacy.com 2014
  • 16. … in your dreams? richardstacy.com 2014
  • 17. It is time to wake up from the content and engagement party richardstacy.com 2014
  • 18. There is no such thing as a “Great Content Brand” http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge richardstacy.com 2014
  • 19. There is no such thing as a “Great Content Brand” Just a Great Brand http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge richardstacy.com 2014
  • 20. And what do great brands do? How do they understand their relationship with consumers? richardstacy.com 2014
  • 21. Great Brand richardstacy.com 2014 Consumer
  • 22. Great Brand richardstacy.com 2014 She doesn’t want you to get into bed with her Consumer
  • 23. Great Brand richardstacy.com 2014 She doesn’t even want to be your friend Consumer
  • 24. She wants you to: Great Brand • • • Consumer Listen, be attentive Bring her Speak only when you are #spoken to richardstacy.com 2014
  • 25. Great Brand Consumer And if you do your job well, she may give you some respect, value your contribution and even help you do your job (for her) better richardstacy.com 2014
  • 26. Just one for those of a certain age Content m’Lady Not now Parker, I am on WhatsApp with Virgil richardstacy.com 2014
  • 27. And it doesn’t matter how big your marketing budget is because … richardstacy.com 2014
  • 28. B R A N In social space no one can hear your marketing budget scream richardstacy.com 2014 D
  • 29. Forget content strategies This is the Information Game richardstacy.com 2014
  • 30. The Information Game is… • Relentless • Real-time • It begins afresh every time your consumer gets out of bed richardstacy.com 2014
  • 31. • You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests richardstacy.com 2014
  • 32. • You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests richardstacy.com 2014
  • 33. There is no impending ‘Content Shock’ Consumers are already beyond their limits of consumption, because their limit* was set at close to zero *But information has no limits to consumption http://www.businessesgrow.com/2014/0 1/06/content-shock/ richardstacy.com 2014
  • 34. Average engagement rates with ‘content’ on brand Facebook pages is a tiny 0.24% (and this is among the people who already ‘like’ you) How much lower than this do you want to go before you call a taxi? richardstacy.com 2014
  • 35. And they are thinking… Time to call a taxi And you are not going to be in it richardstacy.com 2014
  • 36. And they are telling you… Channel and content is yesterday’s game Today’s game is behaviour identification and response richardstacy.com 2014
  • 37. And they are telling you… Channel and content is yesterday’s game Today’s game is behaviour identification and response If only you would listen richardstacy.com 2014
  • 38. Join me at the bar: richardstacy.com Or read the book http://www.amazon.com/Social-MediaThree-Cent-Rule-ebook/dp/B00DI4H440 (I can tell you how to win the real-time Information Game) richardstacy.com 2014