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How to Simplify Context And Build Trust In Content Marketing

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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.

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