Integrating Traditional & Social Media - Content Marketing


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Clear Verve Marketing's presentation at Social Media University Milwaukee. Discusses the results of the Southeast Wisconsin Content Marketing Study and archetype theory to present a way to determine the best way to present an organization's content, whether online or offline.

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  • Don’t have a secret sauce formula for how to sneak lots of tweets into 10 minutes. Need to be thoughtful and actually communicate.

    Want to help you with a new way to think

    Don’t think about online or offline – think of it as marketing
    Don’t think about tweets or posts or headlines – think about content
    Don’t look for a magic ratio of online to offline or tweets to blog posts or emails. Think about your business’ personality and how you can provide a consistent experience.

    What should you say?
    How should you say it?
    Where should that message go?

    It can go a lot of places

  • So many approaches we wondered how businesses were handling this.

    Although content marketing really isn’t new

    John deere published a magazine back in 1895

    Accts and lawyers ( not exactly innovative marketers) have been publishing newsletters as a cornerstone of their marketing for years

    Term content marketing is fairly new and a big focus

    We wanted to know how businesses are approaching the idea of content marketing in SE WI.

    So we took a survey
  • Over 200 participants variety of industries

    large and small. One person law firms, Kohler, Children’s Hospital, YMCA, Schools, PGA tour

    About half had 100 or less employees and half 100 or more. About 20% had over 1000 employees. Diverse.
  • What did we learn?

    Content Marketing is hard - Duh.

    90% of respondents use content marketing in some way. Just below national average.

    Those that don’t cite social media or company policy as challenges
    2nd most common reason – inability to produce quality content or engaging content

    Common reason cited by those using it too

    CMI – 35% of most effective challenged with creating engaging content
    47% of average effective

    People know it’s tough – being proactive. 66% planned their strategy (national 44%). Important because there are big costs in marketing – either hard costs or time costs. Tough to plan. Nielsen research showed that when agencies plan multichannel marketing, only get about 7.6% overlap. Use two diff agencies – 7% overlap.

    Diff measurement methods.
    Demographics are too wide. 18 – 24. 25 – 54. example

    Tough to be noticed – infobesity
    Tons of content
    Zillion platforms. 200 million active websites.
  • More people post to FB than their site

    Your site should be center of online efforts
    FB can be easier

    if you do this, you’re not alone

    What else do we see?
    Email is not dead
    Direct mail is not dead
    Print newsletters are not dead

    CMI – in person events are most effective – remember can also include online tactics

    Average marketer uses 13 different tactics
  • Survey respondents had positive feelings about the effectiveness of CM

    43% felt that photos generate the most response
    23% felt company announcements generate the most response
    19% felt video generates the most response.

    Use it to support events, lead generation, supplement advertising efforts, and SEO
    Remember – 3x to 4x additional spend when multichannel is used.
  • So we know it works

    It’s a lot of work

    It works

    Want to do it right

    What to say, so you can be engaging and connect with people

    Stand out among the overload of messages

    SAS research – key to getting multichannel right
    Single view of customer across all platforms
    Creating consistent customer experience

    But diff places have different requirements for the message.

    Your customers experience your brand as a whole. Website/Facebook/Store or office/print ads, all different. TO US! Same to your customer.

    That’s where archetypes come in
  • Archetype theory – explain

    12 in all

    Divide into four groups of three

    Think about which ones resonate with you.

    Most brands have a dominant and secondary personality so you’ll hear things that you relate with more than once.

    For today don’t have to know exactly which one. Focus on the overarching characteristic of the group.
  • Everything is perfect, happy good, fulfilled

    Self focused brands

    Innocent – world is beautiful now, just look. Life is simple and happy. Pure or spiritual. Can be trusting or focusing on rebirth (spiritual) trying to get life right

    Explorers – not happy now but if they look for it, they will be. Seek adventure. Not necessarily unhappy, but want to advance their life and can’t do it here. Provide novelty. Figure things out for yourself.

    Mentor/sage – use knowledge or learning to understand the world. Products require learning curve. Need info to believe. Like to educate or be educated. Want to feel smarter or make better decisions.

    Crossover – sesame street, Oprah

    If your brand is about making life better – might be you. Emphasize perfection. Affects image choice. Affects word choice, keywords. Do you need to focus on spiritual things or simplicity. Can you communicate with a happy image or do you need to write a whitepaper?
  • Things aren’t right. They’ll change that. Sometimes positive, sometimes, negative.

    Hero – saves the day. Do whatever it takes. Make a diff. rise to occasion. Want to feel tough, get fired up. Good if your org is especially good and competitors are sub par.

    Outlaw – break rules, but not necessarily bad. Robin Hood. Lady Gaga (madonna) Products aimed at teens. Sometimes it’s people breaking the rules because they have no choice. Or experience being bad without really being bad. (diet products)

    Magician. Make impossible happen. Have a secret way of doing things that actually works. Make dreams come true. Use this product usual won’t happen.

    If you think of yourself as change agent, maybe need comparisons or before and after photos or videos. Case studies. Change related keywords. Try things that are more fun and magical – contests. Offline – lentiular business cards.
  • Want to be part of a group.
    Accepted as who you are, don’t worry about what others think, or be likeable enough that everyone wants you

    Powerful today – lack of connections – selfie show

    Regular guy – everyone is great the way they are. Equality. Underdogs. Beautiful on outside but really a hot mess. The mindy project.

    Jester – relax, have fun, enjoy the good in each other. Break rules in funny way. Or save you from the rules you just broke because you’re not really bad. (antacids) or make work seem like play.

    Lover – make you appealing. Not always love. But people want you in their group. You are special. Or things you really care about – car is your baby.

    Connector brands well suited to social media. Need to really interact. Questions, quizzes, etc. Live events.
  • Give structure to the world, control others, control by creating worlds they feel are right, or take responsibility for others.
    Provide stability. Consistency.
    Feels good in a world where things are changing rapidly.

    Caregiver – desire to help others. Fear instability for others. Like a parent. Generous, compassionate, take care.

    Creator – artistic, innovative, entrepreneurial. Didn’t like what was out there, did it better. Personalized experiences.

    Ruler – avoid chaos by controlling the environment. Be successful on your own. Smarter. Leaders. Cadillac commerical

    Give structure, want to talk about processes. Depending on what you are – infographic, detailed instructions, video. Rulers do well with learning events.
  • Knowing your archetype can help you figure out how to express what is most appealing and relatable about your brand.

    Knowing what you need to express and what appeals to your audience can help you create what will hopefully be most effective and use it in the right places.

    Give and take – have to listen to audience.

    How to figure out – just do it.

    Look at what you do. Does it reflect your archetype? Are you using text when you should be using images? Are you giving people chances to connect? Are you using keywords that emphasize what your prospects will find interesting

    Knowing that the average marketer uses 13 platforms, where can you repurpose or augment your message. Archetype theory allows you to tweak the words but remain true to the basic idea. Makes it easier to modify message to suit venue.

    Do what makes sense for you. Social media is important but as we’ve seen the traditional stuff isn’t gone. It’s different but it’s not gone.
  • Your homework – think about your business’ personality

    Look at what you’re doing? Does it match this personality?

    We covered a lot today. I didn’t give you a specific online/offline ratio. Give you something to think about.
  • Integrating Traditional & Social Media - Content Marketing

    1. 1. Integrating Traditional + Social Media otherwise known as
    2. 2. Not the expert
    3. 3. We were wrong
    4. 4. If all you have is a hammer…
    5. 5. A new way to think
    6. 6. The Content Marketing Survey
    7. 7. Who participated?
    8. 8. Content marketing is HARD
    9. 9. Where does the content go?
    10. 10. It works!
    11. 11. What should I say?
    12. 12. 12 Archetypes The Utopians The Change AgentsThe Connectors The Controllers
    13. 13. The Utopians
    14. 14. The Change Agents
    15. 15. The Connectors
    16. 16. The Controllers
    17. 17. There is no formula
    18. 18. Thank you! 262-796-9001 |