Help Not Hype:
How to Create Content Your
Customers Actually Want
#HelpNotHype
March 25, 2014
All Rights Reserved © etholo...
Jay Baer
New York Times Best-Selling Author, Youtility
@jaybaer
ethologyConsumers. The big idea.
#HelpNotHype
Anna Hrach
Content Strategy Manager, ethology
@annabananahrach
ethologyConsumers. The big idea.
#HelpNotHype
Autographed Book Giveaway
Audience members on today’s
webinar will be entered to win
a signed copy of Youtility and
Joe Pu...
Our personal and commercial lives
have merged.
#HelpNotHype
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
You are competing for attention
against everything.
#HelpNotHype
#HelpNotHype
Today, everyone is a content creator.
You must do more than create
content.
You must make content that matters.
#HelpNotHype
#HelpNotHype
Youtility is content so useful, people
would pay for it.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
We crave Youtility
“Useful articles are
forwarded 30% more
than average.”
-- Jonah Berger, in Contagious
Phot...
#HelpNotHype
We need more information than ever
If you make a
bad decision,
you’re just lazy.
If you make a
bad decision,
you’re just lazy
“I don’t know” is no longer an
acceptable answer.
#HelpNotHype
The power of useful content
Average new
customer reads
105 pages
75% of customers
never have a
sales
conversation
ethology...
You must atomize your content.
#HelpNotHype
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
Be a digital dandelion.
#HelpNotHype
#HelpNotHype
Embrace cooperative content.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
#HelpNotHype
ethologyConsumers. The big idea.
Content can be amazingly powerful
for both brands & customers.
#HelpNotHype
But only if it’s done the right way.
#HelpNotHype
ethologyConsumers. The big idea.
Today, 90% of B2C marketers use
content marketing.
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Res...
But only 34% believe they are
effective at content marketing.
http://contentmarketinginstitute.com/wp-content/uploads/2013/...
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype
Yet 60% plan t...
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf
…while only 39% admit to h...
Content costs organizations a lot
Time – Hours, days, weeks, months or years
Money – Salaries, investments
Resources – Phy...
#HelpNotHype
The fix is easy. Start with strategy.
But, before we talk strategy, we need
to talk about your website.
http://www.flickr.com/photos/schmilblick/252772357/
First, fix what’s broken
http://www.flickr.com/photos/jdhancock/
Get rid of what you
don’t need
http://www.flickr.com/photos/rubbermaid/7203340384/
Get Organized
So, now that that’s out of the way…let’s
talk strategy.
3. Gap
Analysis
Categories &
Topics
4. Plan
Creation
Tactics &
Prioritization
2. Content
Audit
Quantitative &
Qualitative
...
BRAND
VISITORSROBOTS
Identify the players…
ethologyConsumers. The big idea. ethologyConsumers. The big idea.
#HelpNotHype
BRAND
VISITORSROBOTS
✓
What are the business
objectives?
What topics match
business & user
interests?
What do our audience...
Sounds like a brochure
Ignores user questions
Not findable
Weak user experience
ethologyConsumers. The big idea.
Too search...
http://www.flickr.com/photos/34639903@N03/3439647651/#HelpNotHype
Too brand-focused =
Sounds like a brochure
Doesn’t meet ...
Too user-focused =
No benefit for brand
Still doesn’t answer questions
http://www.flickr.com/photos/icathing/7353057/#HelpN...
Understand business goals & user needs
ethologyConsumers. The big idea.
Business Goals Brand Customer User Needs
Sell disc...
Get to know your audience: gather data
On-Site Search: What users want, in their words
Social: Real-time conversations wit...
Branded content needs brand guidelines
ethologyConsumers. The big idea.
#HelpNotHype
Answering “How are we going to
do this?” always comes before
“What are we going to write?”
#HelpNotHype
Create clear, repeatable workflows
Plan Create Approve Publish/Govern
Content
Strategist
Content
Creator
Content
Strategist...
Get approvals. Get all the approvals.
#HelpNotHype http://www.flickr.com/photos/jdhancock/3955421305/
More Questions?
Email us!
marketing@ethology.com
59
Help Not Hype: How To Create Content Your Customers Actually Want
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Help Not Hype: How To Create Content Your Customers Actually Want

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Creating content isn't about quantity, its about quality. Your company's content must be truly, inherently, massively helpful if it is going to stand out.

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Help Not Hype: How To Create Content Your Customers Actually Want

  1. 1. Help Not Hype: How to Create Content Your Customers Actually Want #HelpNotHype March 25, 2014 All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology
  2. 2. Jay Baer New York Times Best-Selling Author, Youtility @jaybaer ethologyConsumers. The big idea. #HelpNotHype
  3. 3. Anna Hrach Content Strategy Manager, ethology @annabananahrach ethologyConsumers. The big idea. #HelpNotHype
  4. 4. Autographed Book Giveaway Audience members on today’s webinar will be entered to win a signed copy of Youtility and Joe Pulizzi’s Epic Content Marketing! Stay tuned, and listen for your name at the end! ethologyConsumers. The big idea. #HelpNotHype
  5. 5. Our personal and commercial lives have merged. #HelpNotHype
  6. 6. #HelpNotHype ethologyConsumers. The big idea.
  7. 7. #HelpNotHype ethologyConsumers. The big idea.
  8. 8. #HelpNotHype ethologyConsumers. The big idea.
  9. 9. #HelpNotHype ethologyConsumers. The big idea.
  10. 10. You are competing for attention against everything. #HelpNotHype
  11. 11. #HelpNotHype Today, everyone is a content creator.
  12. 12. You must do more than create content. You must make content that matters. #HelpNotHype
  13. 13. #HelpNotHype Youtility is content so useful, people would pay for it.
  14. 14. #HelpNotHype ethologyConsumers. The big idea.
  15. 15. #HelpNotHype ethologyConsumers. The big idea.
  16. 16. #HelpNotHype We crave Youtility “Useful articles are forwarded 30% more than average.” -- Jonah Berger, in Contagious Photo credit: jonahberger.com
  17. 17. #HelpNotHype We need more information than ever
  18. 18. If you make a bad decision, you’re just lazy.
  19. 19. If you make a bad decision, you’re just lazy
  20. 20. “I don’t know” is no longer an acceptable answer. #HelpNotHype
  21. 21. The power of useful content Average new customer reads 105 pages 75% of customers never have a sales conversation ethologyConsumers. The big idea. #HelpNotHype
  22. 22. You must atomize your content. #HelpNotHype
  23. 23. #HelpNotHype ethologyConsumers. The big idea.
  24. 24. #HelpNotHype ethologyConsumers. The big idea.
  25. 25. #HelpNotHype ethologyConsumers. The big idea.
  26. 26. #HelpNotHype ethologyConsumers. The big idea.
  27. 27. Be a digital dandelion. #HelpNotHype
  28. 28. #HelpNotHype Embrace cooperative content.
  29. 29. #HelpNotHype ethologyConsumers. The big idea.
  30. 30. #HelpNotHype ethologyConsumers. The big idea.
  31. 31. #HelpNotHype ethologyConsumers. The big idea.
  32. 32. Content can be amazingly powerful for both brands & customers. #HelpNotHype
  33. 33. But only if it’s done the right way. #HelpNotHype
  34. 34. ethologyConsumers. The big idea.
  35. 35. Today, 90% of B2C marketers use content marketing. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype
  36. 36. But only 34% believe they are effective at content marketing. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype
  37. 37. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype Yet 60% plan to increase their content marketing budget,
  38. 38. http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf …while only 39% admit to having a content strategy in place. #HelpNotHype
  39. 39. Content costs organizations a lot Time – Hours, days, weeks, months or years Money – Salaries, investments Resources – Physical, digital People – Someone has to create it all ethologyConsumers. The big idea.
  40. 40. #HelpNotHype The fix is easy. Start with strategy.
  41. 41. But, before we talk strategy, we need to talk about your website.
  42. 42. http://www.flickr.com/photos/schmilblick/252772357/ First, fix what’s broken
  43. 43. http://www.flickr.com/photos/jdhancock/ Get rid of what you don’t need
  44. 44. http://www.flickr.com/photos/rubbermaid/7203340384/ Get Organized
  45. 45. So, now that that’s out of the way…let’s talk strategy.
  46. 46. 3. Gap Analysis Categories & Topics 4. Plan Creation Tactics & Prioritization 2. Content Audit Quantitative & Qualitative 1. Audience Intelligence Vernacular & Demand 5. Plan Execution Analysis & Agility Content strategy: the ethology process ethologyConsumers. The big idea.
  47. 47. BRAND VISITORSROBOTS Identify the players… ethologyConsumers. The big idea. ethologyConsumers. The big idea. #HelpNotHype
  48. 48. BRAND VISITORSROBOTS ✓ What are the business objectives? What topics match business & user interests? What do our audiences need & want? ethologyConsumers. The big idea. #HelpNotHype …and understand their needs.
  49. 49. Sounds like a brochure Ignores user questions Not findable Weak user experience ethologyConsumers. The big idea. Too search-focused = Not the most qualified traffic Content doesn’t nurture http://www.flickr.com/photos/gi/3232485/sizes/o/#HelpNotHype
  50. 50. http://www.flickr.com/photos/34639903@N03/3439647651/#HelpNotHype Too brand-focused = Sounds like a brochure Doesn’t meet user needs
  51. 51. Too user-focused = No benefit for brand Still doesn’t answer questions http://www.flickr.com/photos/icathing/7353057/#HelpNotHype
  52. 52. Understand business goals & user needs ethologyConsumers. The big idea. Business Goals Brand Customer User Needs Sell discounted rooms nights during off-peak times Find discount rates during off-peak vacation times Sell conference packages, with catering service upsells Find a full-service conference location Grow email registration list for ongoing marketing purposes Research rates to find cheapest rates on third-party travel site
  53. 53. Get to know your audience: gather data On-Site Search: What users want, in their words Social: Real-time conversations with real customers Website Content: What’s performing, what’s not Search Demand: Align with like topics Consumer Research: Round out unattainable data ethologyConsumers. The big idea. #HelpNotHype
  54. 54. Branded content needs brand guidelines ethologyConsumers. The big idea. #HelpNotHype
  55. 55. Answering “How are we going to do this?” always comes before “What are we going to write?” #HelpNotHype
  56. 56. Create clear, repeatable workflows Plan Create Approve Publish/Govern Content Strategist Content Creator Content Strategist Guide Strategy Submit Internally Submit Internally Director of Operations Account Manager Approval Request Client TeamRequest Revisions Content Creator Submit Internally Request Revisions Request Revisions Approval Given Content Creator Client Team + Content Strategist Reporting Search Specialist Client Team ethologyConsumers. The big idea. #HelpNotHype
  57. 57. Get approvals. Get all the approvals. #HelpNotHype http://www.flickr.com/photos/jdhancock/3955421305/
  58. 58. More Questions? Email us! marketing@ethology.com 59
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