Content is a Banquet


Published on

You blog, have a unique voice, tell a fascinating story, promote your brand, engage on social media―but do you know the appetite of your audience? Content is a banquet for digital consumers. Web content is consumed like fast food or revolving trips to the buffet, on impulse, from desire, with abandon, and in real time. Learn what content consumers really want and how to satisfy them.

Presentation delivered at Minnesota Blogger Conference 2012, September 22, 2012, Minneapolis, MN

For more information visit:

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Content is a Banquet

  1. 1. Content is a Banquet
  2. 2. David Hedrick Skarjune@SKARJUNEwww.WORDIMAGE.comBuffet Time, by Matt Hintsa, some rights reserved © 2012 Word & Image
  3. 3. Art Critic AnalystPhotographer ProgrammerMusician DeveloperTaxi Driver WebmasterBartender ConsultantWriter System ArchitectJournalist EducatorEditor Community BuilderGraphic Arts Technician Publisher
  4. 4. The Money Traderis a story about moneyand greed. Down andout speculator JakeBuchanan makes acomeback in the 1987crash. But will he findlove and happiness?
  5. 5. Content Is ?
  6. 6. Content isan Orgy! Content is an Orgy!
  7. 7. 24 x 7 x Global Digital Content* Content is 24x7* Content is global* Content Channels multiplying* Content Consumers maturing* Interactive & Mobile explosive growth
  8. 8. Content Consumers ???“Consume content falls right on the linebetween terms I can grit my teeth and use andterms that make me want to rinse my mouthwith bleach.” Erin Kissane, “Bad Words,” Brain Traffic Blog, September 22, 2011
  9. 9. The Cluetrain Manifesto 95 Theses1. Markets are conversations.3. Conversations among human beings sound human. They are conducted in a human voice.11. People in networked markets have figured out that they get far better information and support from one another than from vendors.39. The community of discourse is the market.72. We like this new marketplace much better.80. Dont worry, you can still make money. That is, as long as its not Levine, Locke, Searls & Weinberger, the only thing on your mind., 1999
  10. 10. Long Tail of ContentWhere does your content fit?
  11. 11. US Interactive Marketing 2011-2016 $34B $77B
  12. 12. What’s the Recipe for Content?* Develop a Strategy* Create Great Content* Optimize for SEO* Go Multi-Channel* Practice Content Marketing* Use Social Media* Engage Community* Funnel ― Measure ― Repeat
  13. 13. The Purchase Funnel, AdExchanger, June 1, 2012
  14. 14. Minnesota Masters of Content Kristina Halvorson Lee Odden, TopRank Brain Traffic Online Marketing
  15. 15. So Many Chefs of ContentLike Street Chefs who park all over town,bloggers and tweeters are digital chefssatisfying the cravings of content consumers. Photos by Village Square, some rights reserved
  16. 16. What is your Audience’s Appetite* 53% of Internet time spent directly attributable to content consumption.* 23% of all social media messages contain links to content.* 92% trust recommendations of friends* 70% trust opinion posts AOL Research and Nielsen photo by voteprime, some rights reserved
  17. 17. DiscoverabilityHumans and search engines don’tconsume content in the same way.Search engines consume contentvia code, metadata, tags, etc.Content is something weconnect to emotionally,converse about, or learn from.Daniel Eizans, “Context in Content Strategy:Defining Context,”,Jan 12, 2011
  18. 18. Consumer Analysis* Personae are psychographic groupings Lifestyle, Opinions, Activities, Behavior* Scenarios are contextual narratives Problem to Solution, Touchpoints, Pathways David Armano,
  19. 19. Barbra Gago, “Step-by-Step Templates for Mapping your B2B Content,”, April 21, 2011
  20. 20. Blogging for Personas?How many types and tastes can you blog for? Photo by KittyKat3756, some rights reserved Not everyone. Not all the time.
  21. 21. Buddhist Degrees of SeparationBuddhist Metta Practice1. Self2. Benefactor3. Friend4. Neutral Person5. Difficult Person6. All Beings Near7. All Beings Far
  22. 22. “All our wordsare but crumbsthat fall downfrom the feastof the mind.”—Kahlil Gibran, Sand and Foam, 1926