Content Marketing 2016-2020: From Content Shock to Content Chance (presented by Yann Gourvennec at eZ Conference 2016)

5 major key success factors for
content marketing in 2017 and beyond
to overcome the content shock
Yann Gourvennec @ygourven
Visionary Marketing @vismktg
Oct 6, 2016 – Paris, France
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Oct. 2016 1

1 room – 2 ‘different’ populations
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 2
Today, we have a chance to compare our views… beyond prejudice

Poll 1: Let’s see if it works
for IT
p2.gg/ypv
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Can you please describe IN YOUR EYES
the evolution of the relationship between
our 2 populations OVER THE PAST 2
YEARS

for marketers
p2.gg/ypg
Can you please describe IN YOUR EYES
the evolution of the relationship
between our 2 populations OVER THE
PAST 2 YEARS

a few years ago…
Come on guys!
We’re not the
New York Times
are we?!

2014, epic year
Joe Pulizzi brought content
marketing to the agenda
All started to learn about the
subject (at last!)

Poll 2: role of online
content in your day job
for IT
p2.gg/ypp
Is content playing a crucial role
in your business ?

Poll 2: the role of online
content/info in your day job
for marketers
p2.gg/ypx
forIs content playing a crucial
role in your business ?

5 key success factors
For each main issue there is one main key success factor

ksf 1. from shock to opportunity

Content marketing is booming but engagement is flat
source: adweek sept 2016 – Beckon survey – Sept 29
http://bit.ly/beckon2016report

1. big budgets win
2. high entry costs
3. no more cost-benefit
how to avoid "content shock"
Questions?
> too much (of which) content?
> ‘barriers to entry’
> cost-benefit

the idea there is an excess of information isn’t new
When printing was invented, scholars
pointed out that knowledge would be
cheap and too accessible

what « content shock » were a « content opportunity »
shock opportunity
 the poorer the content, the more space for
differentiation
 the more pervasive advertising is the more
space for true content
 the more superficial content the more
opportunities to go deeper
how can you succeed?

Poll 3: too much or little
relevant content
for IT
p2.gg/yp9
How much relevant content (for
your job)

Poll 3: too much or little
relevant content
for marketers
p2.gg/ypn
How much relevant content (for
your job)

ksf 2. social media is being re-configured

How Twitter shot himself in the foot
04/12/15 marketingland.com
2014

Social “mass media”
Social media isn’t owned content,
what matters is what others are
sharing
@vismktg

Poll 4: your views with regards
to social media in your day job
for IT
p2.gg/ypc
Is social media playing a
crucial role in your
business ?

Poll 4: your views of social
media in your day job
for marketers
p2.gg/ypt
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
fIs social media playing a crucial
role in your business ?

ksf 3: cultivate differences

some things never change

 Candor
 Urgency
 Timeliness
 Pithiness
 Controversy
 (maybe Utility if you want six)
http://bit.ly/sgblogceo
Seth Godin: critical success factors

Poll 5: how differentiating is the content produced by your business in
your mind?
for IT
p2.gg/ypy
Is online content playing a crucial
role for your business ?

Poll 5: how differentiating is the content produced by your business in
your mind?
for marketers
p2.gg/ypf
Is online content playing a
crucial role for your business ?

ksf 4. write for humans

The ‘Why’ above all else
write for humans
 Sharing is not done by search engines
 the more shares, the better
not for (a) search engine

Poll 6: what is the purpose
of your online content?
for IT
p2.gg/ype
When your business is producing
content, the aim is...

Poll 6: what is the purpose of your
online content?
for marketers
p2.gg/ypz
When your business is producing
content, the aim is...

ksf 5. proams and UGC vs. ‘tone of voice’
from latin, amator, he who loves

 no need to try and reach perfection despite what
(large) businesses think
 being on brand seems sufficient to (large)
businesses as in traditional communications – it
shouldn’t
 lower your expectations to succeed in digital
(while avoiding trash)
 quality of content isn’t in the cover
tip no.1: against perfection

new ways of doing content
have you looked around you for
skills?
motivation, motivation,
motivation
tip no. 2 : the “guy in the basement”
Jean-François Audenard : Orange Business Services

Poll 7: how is the guy in the
basement doing?
for IT
p2.gg/yp7
My business clearly values the
skills of all its employees,
regardless of rank or title

Poll 7: in your business how is the guy in the basement doing?
for marketers
p2.gg/ypk
My business clearly values the
skills of all its employees,
regardless of rank or title

Some of our clients
Here are some of the engagements carried out with B2B and B2C clients:
Digital assessments and training sessions for banks, healthcare companies, high tech
businesses and various international training organisations.
Client support with regard to change management in the field of digital marketing.
Expert blog creation and content marketing for businesses in Telecoms, IT, private
banking, utilities and Big Data. We have also worked for businesses dealing with
consumers, have trained top managers, communications experts, and various staffers
in all sorts of companies. We have led induction seminars, crash courses, in-depth
sessions and strategic sessions.
We have also led social media and word of mouth marketing campaigns, optimised
websites (SEO, SEM, content optimisation), created white papers dedicated to Web
matters and developed personas for businesses mostly in IT, cloud computing and
Telecoms.

Content Marketing 2016-2020: From Content Shock to Content Chance (presented by Yann Gourvennec at eZ Conference 2016)

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Content Marketing 2016-2020: From Content Shock to Content Chance (presented by Yann Gourvennec at eZ Conference 2016)