We are all into content marketing nowadays. Many companies are looking at rolling out content initiatives themselves. This presentation shows why most of them are bound to fail and what might be the right approach to set up for the future.

1. Why (Most)
Content
Marketing is
Crap!
!
(and what to do
about it)
!
May 2014
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98

2. @jcaudron
Jo Caudron
°1968
Founder & CEO
Digital Consulting Firm
Co-Founder
Social Media
Campaigning Platform

3. @jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron,
currently we are 6 consultants
• our mission is to help you finding a new
balance between the certainties of your
traditional business and the
opportunities of innovations in (digital)
media
• our scope is everything in the digital
space, with focus on social, mobile,
tablets, location, connected TV, new
radio, ...
• We work for large European clients

4. @jcaudron
Our Field of Activities
• Dit voorstel is gebaseerd op de emails en
schriftelijke briefing “Offerte-aanvraag:
workshop ‘online programma’ Partena”
• Partena vraagt aan de biedende partijen om
een 1-dag workshop te faciliteren.
• Het doel van deze workshop zou zijn om de
online/social/mobile strategie scherp te stellen
voor Partena 2012-2014
• DearMedia heeft eerder al laten weten dat een
1-dag workshop tot de mogelijkheden behoort,
maar dat de gevraagde resultaten te uitgebreid
zijn om dit op 1 dag te realiseren. Dit inzicht is
gebaseerd op onze jarenlange ervaring in
vergelijkbare trajecten in binnen- en buitenland.
• Als tussenoplossing stellen we voor om
- een korte termijn traject van een beperkt
aantal workshops op te zetten waarin de basis-
vragen van Partena worden afgedekt
- optioneel een vervolgtraject aan te bieden
dat ook Partena verder klaarmaakt op vlak van
digitale, sociale en/of mobiele media strategie
en concepten.
• In het schema op de volgende slide schetsen
we onze totale methodologie die we gebruiken
- als basis voor de korte termijn workshops
- ter illustratie van het optionele vervolgtraject
!
Digital Transformation Modeling:
Digital impact on traditional communication, media, business, ...
Online Social
Mobile &
Tablets
Future Media &
Marcomm

5. @jcaudron
Coming Soon

6. @jcaudron
Reasons why (most)
Content Marketing is
crap

7. @jcaudron
Media are transportation
tubes to bring messages
from A to B in order to
influence people’s opinions.
!
And media need content to
disguise the messages.

8. @jcaudron
Traditional media are eroding.
Their future is uncertain.
!
Brands are looking for
alternatives to bring
messages across.

9. @jcaudron
Exit 1: the web
!
“if we build it,
they will come”.
!
Not.
(if we want them to
come we still need to
buy their attention …)

10. @jcaudron
Exit 2: Social Media
!
“people love us, they will
share everything we say,
everything will go viral”.
!
Not.
(even the best brands only reach a
small fraction of their client base via
social media.
Having clients share something remains
quite a challenge, even for the best-in-
class-brands)

11. @jcaudron
Exit 3: Content
Marketing
!
“Let’s create great
content and everyone
will want to read this”.
!
Not.

12. @jcaudron
Why Content
Marketing is
Crap.
Reason 1
What problem are we
actually solving here?
!
Don’t believe the hype.

13. @jcaudron
Transparency
Accountability
Proximity
Responsiveness
Bi-directional
Humanization
Authenticity
The
Glass House
Relationship
Monolithic vs.
atomic
APPification
Long Tail
Personalized
Experience
Speed
Price
(Self-)service
Scalability
The
Package
Product, Service
& Packaging
Bypassing
Virtualization
Fragmentation of
touchpoints
The
Frog
Position in
the value
chain
New gatekeepers
Recommendations
"Good is good
enough"
Ambassadorship
The
Gatekeeper
Opinion
making
The
Traveller
Place
Utility
Empowered self
Delivery fulfillment
New way of
working
Contextual
awareness
Real-time
Location &
Place
The
Participant
Community
Gamification
Collaboration
The power of the
crowd
Community
The
Cyborg
Internet of things
Wearables
Quantified self
Robotics
Data
Monitoring
Progressive
Technology
Why should brands be
interested in content?

14. @jcaudron
Why Content
Marketing is
Crap.
Reason 2
Because we have
no strategy that
justifies content
marketing as a
tactical
instrument.
Why?
Why?
Why?
Why?
Why?
“Because we want to
(re)connect to our audience in a
direct way in order to influence
them to buy our stuff”

15. @jcaudron
Why Content
Marketing is
Crap.
Reason 3
Because most
content is just
wrong.

16. @jcaudron
There is more
to content
than you
typically
master.
Content
Product &
Marketing
Corporate
(boring)
Corporate
(fun, maybe
fake?)
Expert
(media)
Entertain-
ment (media)
Utility,
Functional &
Service
Emotional

17. @jcaudron
There is more
to content
than you
typically
master.
Reality check: Content
Product &
Marketing
Corporate
(boring)
Corporate
(fun, maybe
fake?)
Expert
(media)
Entertain-
ment (media)
Utility,
Functional &
Service
Emotional
What does really
engage our audience?

18. @jcaudron
There is more
to content
than you
typically
master.
Reality check: Content
Product &
Marketing
Corporate
(boring)
Corporate
(fun, maybe
fake?)
Expert
(media)
Entertain-
ment (media)
Utility,
Functional &
Service
Emotional
What does really
engage our audience?
What do we actually
have?

19. @jcaudron
There is more
to content
than you
typically
master.
So what do we do?
Content
Product &
Marketing
Corporate
(boring)
Corporate
(fun, maybe
fake?)
Expert
(media)
Entertain-
ment (media)
Utility,
Functional &
Service
Emotional
We make this look like that :-(

20. @jcaudron
Why Content
Marketing is
Crap.
Reason 4
Because the wrong
people are creating
it for the wrong
reasons.

21. @jcaudron

22. @jcaudron

23. @jcaudron
Doing it
right.
It all starts with
strategy
Why? (x5)
What?How?

24. @jcaudron
Why? (x5)
What?How?
“Because we really have
our reasons”
!
(connect to people, claim
thought leadership,
strengthen loyalty, build the
image, …)

25. @jcaudron
Why? (x5)
What?How?
Claim a content
area that really makes the
differences, that can build a real
and loyal audience.
!
You need a positioning like other
traditional media-brands have.
!
They are now your competitor
(and you might even
outlive them).

26. @jcaudron
Why? (x5)
What?How?
By
becoming a
publisher

27. @jcaudron
By
becoming a
publisher
✓ hire journalists that got fired by the
traditional media
✓ objective and cutting-edge
✓ quality and criticism
✓ if it is not neutral and strong, don’t
do it
✓ give them one mission: build a loyal
audience that really believes what you
are saying
✓ keep your traditional marketing or
corporate communication experts far
away

28. @jcaudron
WTF?
What about
my brand?!

29. @jcaudron
Your
content is
here
Your brand
is here

30. @jcaudron
You are warned now, so please don’t
let this great opportunity be buried
underneath loads of content crap

31. @jcaudron
We might help you create an
integrated strategy

32. @jcaudron
+ 32 475 43 80 98
jo@dearmedia.be
@jcaudron
www.dearmedia.be/contact
Thank you!

33. Why (Most)
Content
Marketing is
Crap!
!
(and what to do
about it)
!
May 2014
jo@dearmedia.be
@jcaudron
00 32 475 43 80 98