Marketing Content In Todays Communications Landscape

MARKETING CONTENT IN TODAY S COMMUNICATIONS LANDSCAPE

AGENDA •Changing Times •Search Engine Optimisationversus Social Media Optimisation • Brand PR •Content and Consumption •ContentTargeting and Engagement •What has changed and whatdoweneed to focus on

TIMES ARE CHANGING… …SO ARE OUR JOBS

THE BRAIN OF A COMMUNICATOR IN 2010

START THINKINGCOMMUNITYNOTIGEOGRAPHY As media and contentconsumption is beingliberated from geography – so should media and contentsupply. •Everybody is nowlocal •Everybody is now a stakeholder • New technology, new participation, new models Tactics are wheregeography and language come into play, but it should not be a starting point for strategy.

SEO VS. SMO – WHAT’S THE DIFFERENCE? So we are all doingSearch Engine Optimisation (SEO)? Howmany of us are doing and synching Social Media Optimisation (SMO)?

THE WHO, WHAT AND WHERE OF STAKEHOLDERSEARCH ? Do you know? WHO is searching? WHATtheysearch for? WHERE they are located? Toooften the answer to all the abovequestions is no!

BRAND PR The classic branding questions for all organisations to answer 1. What are we all about ? 2. What are we best at ? 3. How do we convert that promise to the consumer? Unlike traditional branding channels, brand PR is based on content which tells a story

THE BRAND PR ”SWEET SPOT” All Brand PR messaging must attempt to hit the sweet spot with your storytelling!!!

WHYDOESCONTENTMATTER? It tells your story It answerspeoplesquestions It inspires and entertains It motivates and educates It managesexpectations It brings your brand to life It builds OR breaks trust It drives decisionmaking!

WHATCONTENTPRODUCTSDO YOU CURRENTLYUSE? Howmany of thesetools are you currentlyresponsi ble for? Source

To understandcontent marketing weneed to understand the new model of consumption.

PURCHASING HAS CHANGED The oldmodel of buying • Talk to an organisations sales representative • Talk to a distributor or reseller • Read productliterature • See and act on an advert in relevant media

THE WORLD OF EDUCATEDBUYERS In today’s world webaseourpurchasingdecisions on: • Google searches •Directengagement with companywebsites • Online portals and websites •Listening and acting on the opinions of likemindedindividuals online (in our social networks, influential bloggers wefollow) The highlysought after WORD OF MOUTH has becomeWORD OF MOUSE.

JOURNALISM + MARKETING = CONTENT MARKETING Stakeholderengagement best achieved by Publishing NOT Marketing - successful organisations that are winning the battle of information realise this… …along with the productsthey offer, one of theircoreproducts is information.

WHAT IS MY CONTENTSTRATEGY? Someusefulquestions to start with: • How is my contentbeinggenerated? • Who is generating my content? • Am I using multiple formats? • Am I making my contentaccessible? • Am I making my content easy to view? • Am I making my content easy to use and share?

WHAT IS MY ENGAGEMENTSTRATEGY? The 3 I’s of engagement: INTERACTION The action a person takeswhilst present at those touch points INTIMACY The affection a person holds for a brand INFLUENCE The likelihood a person is to advocate on behalf of a brand

THE KEY QUESTION FOR COMMUNICATORS OVER THE NEXTFEWYEARS… • Do wewant to stop being Cinderella at the Marketing ball? • As content marketing becomes moreimportantdowewant to gain a largershare of our companies or clients’ marketing spend? • …if so: Start shaping and targeting ourmessaging and content like the marketers!

SWEDISH CONTENTCONSUMERS AGED 18 – 24 VS. AGED 35 - 44

3 KEY CONTENTCREATION TIPS 1,2,3 • Stop creating, writing and publishing content for your CEO • Start creating, writing and publishing content for your customeraudience •Remember - content is personal 

MOSTFOLLOWED PERSON ON TWITTER IN UK GENERAL ELECTION

WHO’S JOB IS IT TO PRODUCECONTENT? Who is your CEO? ChiefEditorial Officer Who is your ChiefConversation Officer? Do you haveone or many? Wheredoescontent come from? Look internally - Clients Services, R&D, Engineering, Sales, Productionetc Identify and engage with your internal storytellers. They will provide your Social Media Optimisation

COMMUNICATION IS AND ALWAYS HAS BEEN A TWO WAY PROCESS Today’s modern communicator needs to let go of news management and control… …and start thinking and engaging in news and reputation x conversation

SO WHAT HAS CHANGED? Opportunity… Speed… Reach… ContentPlatforms… What has notchanged? The fundementals of good public relations …A good story is still a good story …Good writing is still goodwriting …A headline (or 140 character elevator pitch) is still whatcatchesattention …Good relationshipbuilding is still whatsecurescoverage

A FINAL PIECE OF ADVICE… Stop thinkingabout all the new content PLATFORMS… …Continuethinkingaboutcreating innovative and engaging CONTENT!

BUTBEWARE OF THESEPEOPLE! …I see and hearmany of thesepeoplewalking the streets of London, New York and Stockholm!

WHERE TO FIND ME!!! Jonathan Bean Chief Operating Officer Jonathan.bean@mynewsdesk.com @jonobean www.linkedin.com/in/jonathanpbean

Marketing Content In Todays Communications Landscape

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