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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/2013/11873/20...
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

...
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+ sourc...
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/...
WHY?

11
“Content marketing is
perhaps alone in its
ability to be a successful
endeavor at every phase
of the customer lifecycle.”
...
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...
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...
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...
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...
WHAT CONTENT
SHOULD YOU CREATE?

CONTENT
YOU
CAN DELIVER

Po
or
RO
I

ed
or
gn

I

This

*
RIGHT
AUDIENCE
VALUES

Can’t
Pr...
FILL CONTENT GAPS FOR YOUR
AUDIENCE’S DECISION JOURNEY
Persona Type
AWARENESS

OUR GOAL

CUSTOMER GOAL

CONTENT CONSUMED

...
EXAMPLES FROM THE WILD

27
THE
MAYO CLINIC
• YOUTUBE CONTENT FOR
SPECIFIC HEALTH ISSUES
• PERSUADES
RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO
P...
McDonald’s
Canada
• MICROSITE CONTENT
• PERSUADES SKEPTICS
& EMBOLDENS BRAND
DEFENDERS
• CHANGING THE
CONVERSATION
• ANSWE...
Jon Loomer
• DIVERSE CONTENT FOR
ADVANCED FACEBOOK
MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT
WITH INCREAS...
PERSONAL EXAMPLES

31
I LOVE
MINNESOTA
SPORTS
• SELF-CREATED JUNE LAST YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• SEN...
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...
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand do...
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
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How to Simplify Context And Build Trust In Content Marketing

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Published on

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.

Published in: Marketing

Transcript of "How to Simplify Context And Build Trust In Content Marketing"

  1. 1. HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING Paul Feiner | @PaFein
  2. 2. 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
  3. 3. BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN CONTENT MARKETING... 3
  4. 4. CONSUMERS CHANGE FASTER THAN BRANDS ADAPT WHERE BRANDS HAVE EXPERTISE WHERE CONSUMERS ARE 1 Billion+ 1 Billion+ 240m 280m 2013 MEDIA USAGE
  5. 5. SO MANY DIFFERENT TOOLS & PLATFORMS... 5
  6. 6. DIFFERENT SCREENS FOR EVERY CONTEXT 6
  7. 7. 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
  8. 8. IT’S NO WONDER SO MANY BRANDS STRUGGLE TO PRODUCE CONTENT AUDIENCES VALUE. 8
  9. 9. IT’S A LOT TO THINK THROUGH. 9
  10. 10. 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
  11. 11. WHY? 11
  12. 12. “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/
  13. 13. BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG? 13
  14. 14. 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
  15. 15. CONSUMERS’ YOURS RISKS TIME YOU’LL WASTE BUDGET PRODUCTION 15 MEDIA
  16. 16. BUT THE BIGGEST RISK IS... 16
  17. 17. YOU WON’T BUILD TRUST. 17
  18. 18. TRUST WITH 18 [ STAKEHOLDERS CONSUMERS ALGORITHMS ]
  19. 19. “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
  20. 20. WAYS TO SIMPLIFY CONTEXT AND CREATE CONTENT THAT BUILD TRUST 20
  21. 21. 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
  22. 22. DEFINE A CLEAR & VALUED AUDIENCE THAT SHARES YOUR PURPOSE. 22
  23. 23. A WISE CREATIVE FILTER
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. EXAMPLES FROM THE WILD 27
  28. 28. 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
  29. 29. McDonald’s Canada • MICROSITE CONTENT • PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS • CHANGING THE CONVERSATION • ANSWERS QUESTIONS • RESTORING TRUST http://yourquestions.mcdonalds.ca/ 29
  30. 30. Jon Loomer • DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS • AUTHORITATIVE • FREQUENT • TRUSTWORTHY CONTENT WITH INCREASING NEED 30 http://www.jonloomer.com/
  31. 31. PERSONAL EXAMPLES 31
  32. 32. I LOVE MINNESOTA SPORTS • SELF-CREATED JUNE LAST YEAR • FACEBOOK FIRST • ACTIVE COMMUNITY • SHARED PASSION & PURPOSE • SENSE OF PLACE • CURATION & CONVERSATION 32
  33. 33. SHARED MEMORIES 33 SHARED LOYALTY SHARED DEBATE SHARED PAIN
  34. 34. GOKART’S CURATED E-MAIL 34
  35. 35. 35
  36. 36. 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
  37. 37. “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
  38. 38. PAUL FEINER CONTENT STRATEGIST 38 @PaFein
  39. 39. Thank you. 39
  40. 40. WE GROW BUSINESSES Dream big. Implement Small. Invent now. Bet the garden, not the farm.
  41. 41. 41
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