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Content fail
 

Content fail

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As content marketing continues to move past the early-adoption phase, more and more companies are starting to take it seriously. But there are many common missteps. In this presentation Joe looks at ...

As content marketing continues to move past the early-adoption phase, more and more companies are starting to take it seriously. But there are many common missteps. In this presentation Joe looks at some of the reasons why businesses may be failing at their content marketing efforts from a strategic and tactical stand point and what you can start doing today to resolve some of these issues.

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  • There will be some naming and shaming
  • Cognitive science,Behavioral economicsPersonasSegmentationSome companies are creating products (their core business) without knowing who to target them towards is the interdisciplinary scientific study of the mind and its processes. It examines what cognition is, what it does and how it works. It includes research on intelligence and behavior, especially focusing on how information is represented, processed, and transformed (in faculties such as perception, language, memory, reasoning, and emotion) within nervous systems (human or other animal) and machines (e.g. computers).
  • Using data and psychometric profiling, algorithms and inference we can start to understand the people that have an interest in our brands based on data, rather than opinion and focus groupsTrending emotives, brand preferences, intention
  • Separate strategies for each channel NO one strategy nuanced buy tactics in the channelsThe users journey and the buying decsions – through out a whole campagain what content will work the best dependent on the buying processGet out of the silos – seen one company dedicate one mans time to getting case studies togther from various different client for one medium (PDF) but did not think how they would push these into other channelsDo an audit of all your content, work out where it all fits in segments and buying process, you’ll find gaps – fill them!!
  • Separate strategies for each channel NO one strategy nuanced buy tactics in the channelsDon’t just have positioning, but take a position!The users journey and the buying decsions – through out a whole camp again what content will work the best dependent on the buying processGet out of the silos – seen one company dedicate one mans time to getting case studies together from various different client for one medium (PDF) but did not think how they would push these into other channelsDo an audit of all your content, work out where it all fits in segments personas and and buying process, you’ll find gaps – fill them!!
  • Editorial CalendarsContent calendarsManagement toolsConsistent structure to content, the way you talk so they get used to itCreates familiarity HEADING = Main feature group PARAGRAPH = Structured sentencesDemonstrate an understanding of customers needsEmpathise with those needsHighlight through benefits how the model addresses those needsValidate this with details of featuresClose with benefit
  • Guinness book of records£1m in 6 months – part of this was being the first
  • Google 20% time on projects and unrelatedArt copy codeTalking trainersBurberry kisses
  • We all like shiney things
  • But they can wear a little thin quickly we move onto the next thing too quicklyWe should be thinking about how we can be recycling content not repurposing itRecycling by its very nature it turning old things into something new, taking carrier bags and turning them into sports bottle holders for instanceRepurposing in my mind in not a good thing and I’d suggest that based on google search algorithm updates they would tend to agreeChurnalism
  • they did change it but it was all too late Trending globally9,000+ search results
  • Perfection oreo imageRealtime test and learn – you cant do this if you strive for perfection
  • Chasing perfection can pull you away from reality and by reality I mean business outcomesJustin Jedlica 90+ cosmetic surgeriesSo many of the decision or changes won’t actually effect the outcome and are subjectiveNext time you dwell on the detail ask yourself who will really care if it’s just you then move on.Vox pops on video cam, vine and instagram
  • I’m not talking digitally or even socially connecting
  • IPA 880 campaigns showed that emotion in marketing campaigns was twice as likely to to generate large profits than rational marketingInstitute of Practitioners in Advertising
  • Forensic artists Dove Face Sketch campaign mentioned above, it is clear that its viral success was the result of its ability to tap into a deep emotional reaction to commonly felt feelings of inadequacy and low self esteem. Dove created a positive emotional reaction by creating solidarity through their campaign. Their content delivered the message “Many women don’t see themselves for how pretty they really are — let’s change that.” Dove’s content engaged strong emotions – even difficult emotions – but managed to win by presenting a more important overarching idea.garnered nearly 30 million views in ten days. 84% of people share something because it’s a way to support causes or issues they care about new your times personally of shares
  • ResponsiveMobile and tablet in 2012 was 15% that doubled to 30% in 2013 if it doubles again all of a sudden mobile and tablet will become the norm
  • Optimise for outcomesEmail time of day across mobile and desktopAverage CTR for mobile video is 13.64% compared to 5.45% on desktop
  • Benchmarking - channelsPrioritizing metrics

Content fail Content fail Presentation Transcript

  • structure
  • Fragment
  • Mobile Media Usage Patterns Most use of Social media Most general usage 40 Percentage of Respondents 35 30 25 20 15 10 5 0 Wake-up Mealtime Work Shopping After work Source: IAB Mobile Devices Report final.pdf Waiting Commuting Break-time TV-time Bedtime