0
Why the single biggest threat to
content marketing is content marketing.
and how building a Great Content Brand
will help ...
Dothemath.
Contentmarketinghas
takenoff.
NineoutoftenB2B
marketerswillbe
producingmuchmore
contentnextyearthan
theydidthisyear.
Thetenthisclueless
andprobablywon’t...
Mostofthesewillproduce
evenmorecontenttheyear
afterthat.
.
.
.
.
This creates some real
problems.
Thefirstisacontent
marketingskillsgap.
B2Bmarketingdepartments
needtobuildouttheir
internalcontentteams.
SEOagenciesarebecoming
contentmarketingshops.
Socialmediaagencies
havediscoveredcontentas
thenewsociallubricant.
EveryB2Bmarketingagencyis
crammingtheword‘content’
intoeverythingtheydo.
Makingusold-timers
goallsnippy
Copywriting
Agencies
arenow
contentfarms.
Video
production
companies
arenow
“richcontent
creators.”
Contract
publishers
ar...
Allofthemneed
peopleandallofthem
arealreadystruggling
tofindtherighttalent:
Peoplewho‘get’content,
understandcontextandcan...
Again:
Dothemath.
Lotsandlotsandlots
MoreContent.
Frommoreandmoresources.
Fromapoolofinexperiencedcontent
creatorsthatarestretchedtothelimit...
We’reallabouttobeburiedin
‘Me-too’blogposts.
Videointerviewsthatmight
aswellbesubtitled,‘Yadda-yadda-yadda.’
Three-sentenceideaspumped
upinto36-page...
Thisdoesn’tjustsuck
becausewe’reall
goingtobetargeted
byallthisdrek.
Itsucksbecause
thepeoplewe’re
marketingtowill
startto...
After all,
a main source
of the power of
content marketing
is that it gets
prospects to lower
their Marketing
Defense Syst...
Content Content
Content
Content
Content Content
Content
Content Content
Content
ContentContent
Content
Content Content
Con...
If you’re in the business of
you’reincreasinglygoingtobe
upagainsttheotherkindofcontent.
thekindthatreallyhelps
peopledoth...
Theweakcontentwilllook
fromtheoutsideawholelot
likethegoodstuff.
Snappytitles.Come-hither
subtitles.Friendly,opendesign.
I...
And that will make them much more
reluctant to trust the next content that
comes along.
Your
Content
It’s inevitable.
Lesstraffic.
Fewerpageviews.
Feweropens,click-throughs,downloads,formfills.
Fewerleads.
Lessrevenue.
Ouch.
But we won’t all suffer this fate.
Some of us will be protected against it.
Someofuswillfind
ourtrafficandopen
ratesanddownloads
andrevenuesactually
increasing–against
themarkettrend.
 
Whowill
thes...
The winners in the Post-Deluge era
will be the companies that
build something precious.
Thewinnerswillbethosewhobuild
GreatContentBrands
Great.
‘Great’
becauseyou
aimhighandhit
thetarget.
Content.
‘Content’
becausethisis
differentfrom
yourproductor
servicebra...
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always wo...
A Great Content Brand
is a brand that’s famous for
producing intelligent, useful
and entertaining content that’s
always wo...
Six Principles of
Great Content Brands
Six Principles of
Great Content Brands
Be the buyer
Everything starts with their
challenges, needs, prejudices and
concern...
Six Principles of
Great Content Brands
Be authoritative
Stay in your Sweet Spot, where
the things you understand better
th...
Six Principles of
Great Content Brands
Bestrategic
One-offcontentislands
don’tadduptoacontentstrategy.
Six Principles of
Great Content Brands
Beprolific
ContentMarketingisamarathon
notashotput.
Six Principles of
Great Content Brands
Bepassionate
Ifyoudon’tcareaboutthisstuff,
whyshouldanybodyelse?
Six Principles of
Great Content Brands
Betoughonyourself
You’llknowifyou’rebeinglazy.
Don’tbelazy.
£
If you build
a Great Content Brand,
you will never struggle
to get your stuff read.
Your Return on Content
will always r...
ShareShare ShareShare ShareShare S
Becausepeople
whoconsumeyour
contentreallylikeit.
Andtheyshareit
withotherpeople.
Who a...
There’s an added benefit.
Remember the skills gap that
kicked off this whole rant?
Well Great Content Brands also
attract ...
Finally,aGreatContentBrand
willthrowabright,clearlight
onyourmaincorporate,product
andservicebrands.
Justassurelyasaweakco...
Let’snotkidourselves,
BuildingaGreatContentBrand
hasalwaysbeenhard.
Today—withallthepressure
toproducemoreandmore
andmorec...
ButastheContentEffluentDeluge
getsnearerandnearer
buildingaGreatContentBrand
isalsomoreimportant
thaneverbefore.
 
Infact,...
A thought experiment.
Pull out that pocket compact you have
in your handbag or bottom drawer.
Flip it open and look in the...
Ifthelittleroundfaceinthemirrorsays,
‘Thelatter’,closethecompactand
gorevisityourstrategy.
“I’m building a Great
Content B...
But if it says, ‘The former’,
then may the light of a thousand
beacons shine on your career.
“I’m building a Great
Content...
€
€
£
££
$
$
€
Andmaytherevenue
ofathousandeager
buyerswashoveryour
naked,quiveringbody.
$
££
£
€€
Bottomline:
TheContentDelugeisapproaching.
Raiseyourgame,buildagreatcontent
brandorpreparetogetsoaked.
Thankyou.
Some more content you may like.
We like metaphors.
But sometimes, metaphors leak
back into the real world and
distort our ...
VelocityisaB2Bcontentmarketingagency.
Wehelpgreatcompaniescapturealltheyknow
todelightthepeopletheyneedtomeet(then
turntha...
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The ... CRAP by Velocity

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Transcript of "The ... CRAP by Velocity"

  1. 1. Why the single biggest threat to content marketing is content marketing. and how building a Great Content Brand will help you survive the deluge.
  2. 2. Dothemath. Contentmarketinghas takenoff.
  3. 3. NineoutoftenB2B marketerswillbe producingmuchmore contentnextyearthan theydidthisyear. Thetenthisclueless andprobablywon’tbe botheringanyoneanyway
  4. 4. Mostofthesewillproduce evenmorecontenttheyear afterthat.
  5. 5. . . . . This creates some real problems.
  6. 6. Thefirstisacontent marketingskillsgap. B2Bmarketingdepartments needtobuildouttheir internalcontentteams.
  7. 7. SEOagenciesarebecoming contentmarketingshops.
  8. 8. Socialmediaagencies havediscoveredcontentas thenewsociallubricant.
  9. 9. EveryB2Bmarketingagencyis crammingtheword‘content’ intoeverythingtheydo. Makingusold-timers goallsnippy
  10. 10. Copywriting Agencies arenow contentfarms. Video production companies arenow “richcontent creators.” Contract publishers arerebranding themselves ascontent marketing experts. EventheirUKtradegroup isnowcalledtheContent MarketingAssociation —asmartplay
  11. 11. Allofthemneed peopleandallofthem arealreadystruggling tofindtherighttalent: Peoplewho‘get’content, understandcontextandcan actuallyproducethingsthat audienceswanttoconsume.
  12. 12. Again: Dothemath.
  13. 13. Lotsandlotsandlots MoreContent. Frommoreandmoresources. Fromapoolofinexperiencedcontent creatorsthatarestretchedtothelimit.   There’sonlyoneconclusion:
  14. 14. We’reallabouttobeburiedin
  15. 15. ‘Me-too’blogposts. Videointerviewsthatmight aswellbesubtitled,‘Yadda-yadda-yadda.’ Three-sentenceideaspumped upinto36-pageeBooks. Micrositesfulloftheobviousdisguised astheprofound.
  16. 16. Thisdoesn’tjustsuck becausewe’reall goingtobetargeted byallthisdrek. Itsucksbecause thepeoplewe’re marketingtowill starttoraisetheir barriersagain.
  17. 17. After all, a main source of the power of content marketing is that it gets prospects to lower their Marketing Defense Systems for a few minutes. Longenough, wehope,toget theirattentionand earntheircustom.
  18. 18. Content Content Content Content Content Content Content Content Content Content ContentContent Content Content Content Content Content ontent Content Content Content Content Content Content Content Content ContentContent Content Content Content Content Content Content Content Content Content Content Content Content Content But when the Content Effluent Deluge begins (many would say it already has), people will start to invoke those Marketing Defense Systems again. And they’ll be right to do so.
  19. 19. If you’re in the business of you’reincreasinglygoingtobe upagainsttheotherkindofcontent. thekindthatreallyhelps peopledotheirjobs; thekindthatentertains aswellasinforms; thekindthatblows people’ssocksoff,then sellsthemslippers; The Shite
  20. 20. Theweakcontentwilllook fromtheoutsideawholelot likethegoodstuff. Snappytitles.Come-hither subtitles.Friendly,opendesign. It’sonlywhenpeopleactually eatthestuffthatthey’lldiscover justhowbaditis. Tomake thingsworse,
  21. 21. And that will make them much more reluctant to trust the next content that comes along. Your Content
  22. 22. It’s inevitable. Lesstraffic. Fewerpageviews. Feweropens,click-throughs,downloads,formfills. Fewerleads. Lessrevenue. Ouch.
  23. 23. But we won’t all suffer this fate. Some of us will be protected against it.
  24. 24. Someofuswillfind ourtrafficandopen ratesanddownloads andrevenuesactually increasing–against themarkettrend.   Whowill thesepeoplebe? Whatmakesthemso damnspecial?
  25. 25. The winners in the Post-Deluge era will be the companies that build something precious.
  26. 26. Thewinnerswillbethosewhobuild GreatContentBrands
  27. 27. Great. ‘Great’ becauseyou aimhighandhit thetarget. Content. ‘Content’ becausethisis differentfrom yourproductor servicebrands. thisisabout beingknown forproducing top-notch content. Brands. ‘Brands’ becauseabrand isapromise. Andastrong brandisbuilton promisesupheld.
  28. 28. A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming.
  29. 29. A Great Content Brand is a brand that’s famous for producing intelligent, useful and entertaining content that’s always worth consuming. ‘Well-known’ is not enough. Go for famous (in your market). Nevercondescending or over-simplified. Utility is the essence of content marketing. Make yourself useful. Even if each piece doesn’t nail their exact info-needs, they’ll be glad they invested the time. If you fail once, you damage the brand. This doesn’t mean a laugh riot. It means confident, clear and easy to read with a bit of attitude and energy.
  30. 30. Six Principles of Great Content Brands
  31. 31. Six Principles of Great Content Brands Be the buyer Everything starts with their challenges, needs, prejudices and concerns.
  32. 32. Six Principles of Great Content Brands Be authoritative Stay in your Sweet Spot, where the things you understand better than anyone else intersect with the things your prospects really care about.
  33. 33. Six Principles of Great Content Brands Bestrategic One-offcontentislands don’tadduptoacontentstrategy.
  34. 34. Six Principles of Great Content Brands Beprolific ContentMarketingisamarathon notashotput.
  35. 35. Six Principles of Great Content Brands Bepassionate Ifyoudon’tcareaboutthisstuff, whyshouldanybodyelse?
  36. 36. Six Principles of Great Content Brands Betoughonyourself You’llknowifyou’rebeinglazy. Don’tbelazy.
  37. 37. £ If you build a Great Content Brand, you will never struggle to get your stuff read. Your Return on Content will always rise.
  38. 38. ShareShare ShareShare ShareShare S Becausepeople whoconsumeyour contentreallylikeit. Andtheyshareit withotherpeople. Who also really like it. And share it with other people. Who also… repeatuntilfamous
  39. 39. There’s an added benefit. Remember the skills gap that kicked off this whole rant? Well Great Content Brands also attract great content people who make… great content. It’savirtuouscircle andit’sFUNtoride.
  40. 40. Finally,aGreatContentBrand willthrowabright,clearlight onyourmaincorporate,product andservicebrands. Justassurelyasaweakcontentbrand willdrainhard-earnedenergyaway fromyourmainbrands.
  41. 41. Let’snotkidourselves, BuildingaGreatContentBrand hasalwaysbeenhard. Today—withallthepressure toproducemoreandmore andmorecontent—it’sharder thanever.
  42. 42. ButastheContentEffluentDeluge getsnearerandnearer buildingaGreatContentBrand isalsomoreimportant thaneverbefore.   Infact,it’scritical. hearthatroar?
  43. 43. A thought experiment. Pull out that pocket compact you have in your handbag or bottom drawer. Flip it open and look in the mirror. Now ask yourself, “AmIbuildingaGreat ContentBrandoram Ijustbuildinganefficient contentmachine?”
  44. 44. Ifthelittleroundfaceinthemirrorsays, ‘Thelatter’,closethecompactand gorevisityourstrategy. “I’m building a Great Content Brand or I’m just building an efficient content machine”
  45. 45. But if it says, ‘The former’, then may the light of a thousand beacons shine on your career. “I’m building a Great Content Brand or I’m just building an efficient content machine”
  46. 46. € € £ ££ $ $ € Andmaytherevenue ofathousandeager buyerswashoveryour naked,quiveringbody. $ ££ £ €€
  47. 47. Bottomline: TheContentDelugeisapproaching. Raiseyourgame,buildagreatcontent brandorpreparetogetsoaked.
  48. 48. Thankyou.
  49. 49. Some more content you may like. We like metaphors. But sometimes, metaphors leak back into the real world and distort our view of that world. A short primer on the single most important weapon in the B2B marketing arsenal: content marketing. It’s hot! Great content marketing starts with a sharp content marketing strategy. This Checklist will help you sharpen yours. A tirade against the reactionary forces of traditional marketing. A wake up call. Okay, a bit of a temper tantrum. A joyride through the mean streets of B2B The B2B Marketing Manifesto The B2B Content Marketing Blog The B2B Content Marketing Workbook B2B Content Marketing Strategy Checklist Three Poisonous Metaphors in B2B Content Marketing www.velocitypartners.co.uk/ideas-and-insights
  50. 50. VelocityisaB2Bcontentmarketingagency. Wehelpgreatcompaniescapturealltheyknow todelightthepeopletheyneedtomeet(then turnthatdelightintorevenue). www.velocitypartners.co.uk
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