• Share
  • Email
  • Embed
  • Like
  • Private Content
How to Simplify Context And Build Trust In Content Marketing
 

How to Simplify Context And Build Trust In Content Marketing

on

  • 3,588 views

Content marketing tools and tips for simplifying content marketing around valued audiences. Also, a deck to share with anyone who doubts the value of content marketing.

Content marketing tools and tips for simplifying content marketing around valued audiences. Also, a deck to share with anyone who doubts the value of content marketing.

Statistics

Views

Total Views
3,588
Views on SlideShare
3,517
Embed Views
71

Actions

Likes
20
Downloads
70
Comments
0

5 Embeds 71

https://twitter.com 38
http://www.linkedin.com 16
https://www.linkedin.com 11
http://www.creativebloq.com 5
https://home.jolicloud.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    How to Simplify Context And Build Trust In Content Marketing How to Simplify Context And Build Trust In Content Marketing Presentation Transcript

    • HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING Paul Feiner | @PaFein
    • 7 OUT OF 10 BUSINESSES ARE PRODUCING MORE CONTENT THIS YEAR THAN LAST. http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends 2
    • BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN CONTENT MARKETING... 3
    • CONSUMERS CHANGE FASTER THAN BRANDS ADAPT WHERE BRANDS HAVE EXPERTISE WHERE CONSUMERS ARE 1 Billion+ 1 Billion+ 240m 280m 2013 MEDIA USAGE
    • SO MANY DIFFERENT TOOLS & PLATFORMS... 5
    • DIFFERENT SCREENS FOR EVERY CONTEXT 6
    • AND A RAPIDLY CHANGING DECISION PROCESS Traditional 3-step Mental Model Average purchase decision now requires 10+ sources Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com 7
    • IT’S NO WONDER SO MANY BRANDS STRUGGLE TO PRODUCE CONTENT AUDIENCES VALUE. 8
    • IT’S A LOT TO THINK THROUGH. 9
    • BUT 7 OUT OF 10 MARKETERS WILL PRODUCE MORE CONTENT THIS YEAR THAN LAST. http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends 10
    • WHY? 11
    • “Content marketing is perhaps alone in its ability to be a successful endeavor at every phase of the customer lifecycle.” -JAY BAER http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/
    • BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG? 13
    • nt te t tent ten con on c content nt te co c nte on nt ten t content on c content on content content c content content nt te nt nt content con content e content te content content contcontent content content con t content content content content content en nt content content content content nt te content content content co n content content content content content t nt content co content content content content content content en onte content t content content content content nent c content content co t content content content content content content content content on content c content content content content content nt content content content content content te content content content nt on content content content te c content content content content content con content content content content content content content content content content content content content content content content content CONSUMERS & PLATFORMS WILL FILTER YOU OUT
    • CONSUMERS’ YOURS RISKS TIME YOU’LL WASTE BUDGET PRODUCTION 15 MEDIA
    • BUT THE BIGGEST RISK IS... 16
    • YOU WON’T BUILD TRUST. 17
    • TRUST WITH 18 [ STAKEHOLDERS CONSUMERS ALGORITHMS ]
    • “The most important question in marketing is..." “Do they trust me enough to believe my promises?” “Without that, you have nothing.” -Seth Godin http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html
    • WAYS TO SIMPLIFY CONTEXT AND CREATE CONTENT THAT BUILD TRUST 20
    • On Content Marketing “It's just marketing. 1. Have a clear brand purpose. 2. Find a clearly defined audience that cares as much as the brand does. 3. Tell great stories 4. Tell them where they'll matter most.” - Jim Cuene
    • DEFINE A CLEAR & VALUED AUDIENCE THAT SHARES YOUR PURPOSE. 22
    • A WISE CREATIVE FILTER
    • BUILD AUDIENCE SEGMENTS • USE FACEBOOK GRAPH SEARCH TO BEGIN PROFILING AUDIENCE • HELP THAT AUDIENCE • MN SEARCH MARKETERS LIKE... • CONTRARIAN THINKING • GLADWELL + VONNEGUT • LOCAL & INDEPENDENT • BEER • MUSIC • SATIRE • The ONION + JON STEWART 24
    • WHAT CONTENT SHOULD YOU CREATE? CONTENT YOU CAN DELIVER Po or RO I ed or gn I This * RIGHT AUDIENCE VALUES Can’t Produce HAS BUSINESS PURPOSE *Assumes content is search-optimized and ties back to business purpose. 25
    • FILL CONTENT GAPS FOR YOUR AUDIENCE’S DECISION JOURNEY Persona Type AWARENESS OUR GOAL CUSTOMER GOAL CONTENT CONSUMED WHERE / HOW 26 RESEARCH PERSUADE BUY REFERRAL
    • EXAMPLES FROM THE WILD 27
    • THE MAYO CLINIC • YOUTUBE CONTENT FOR SPECIFIC HEALTH ISSUES • PERSUADES RESEARCHER • TRUSTED AUTHORITY • SHORT, EASY TO PRODUCE VIDEOS • ANSWERS RENEWING QUESTIONS 28 https://www.youtube.com/watch?v=iJ9bv7jx-Ls
    • McDonald’s Canada • MICROSITE CONTENT • PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS • CHANGING THE CONVERSATION • ANSWERS QUESTIONS • RESTORING TRUST http://yourquestions.mcdonalds.ca/ 29
    • Jon Loomer • DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS • AUTHORITATIVE • FREQUENT • TRUSTWORTHY CONTENT WITH INCREASING NEED 30 http://www.jonloomer.com/
    • PERSONAL EXAMPLES 31
    • I LOVE MINNESOTA SPORTS • SELF-CREATED JUNE LAST YEAR • FACEBOOK FIRST • ACTIVE COMMUNITY • SHARED PASSION & PURPOSE • SENSE OF PLACE • CURATION & CONVERSATION 32
    • SHARED MEMORIES 33 SHARED LOYALTY SHARED DEBATE SHARED PAIN
    • GOKART’S CURATED E-MAIL 34
    • 35
    • LAB NOTES AUTHORITATIVE CURATION • WEEKLY CURATED E-MAIL • FOR CURRENT & POTENTIAL CLIENTS • SCANNABLE • NEW BIZ DRIVER • CURATION & CONVERSATION QUICK OUR VOICE HELPS TELL LARGER STORY 36
    • “It's just marketing. 1. Have a clear brand purpose. 2. Find a clearly defined audience that cares as much as the brand does. 3. Tell great stories 4. Tell them where they'll matter most.” 37
    • PAUL FEINER CONTENT STRATEGIST 38 @PaFein
    • Thank you. 39
    • WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.
    • 41