Jonathan Henley: Shape-shift your Content

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  • HOW DO YOU WANT YOUR AUDIENCES TO ACT?

Transcript

  • 1. SHAPE-SHIFT YOUR CONTENT WITH JONATHAN HENLEY
  • 2. HELLO WELCOME TO MY VIEW OF SHAPE-SHIFTING STUFF TO MAKE IT BETTER. SHAPE-SHIFT YOUR CONTENT 2Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 3. WHAT? SHAPE-SHIFTING… SHAPE-SHIFT YOUR CONTENT 3Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 4. UNDERSTANDING YOUR AUDIENCE1 PITCHING YOUR CONTENT TO MATCH YOUR AUDIENCES HOW TO TAILOR YOUR TOP CONTENT TODAY 2 3 SHAPE-SHIFT YOUR CONTENT 4Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 5. WHY IS THIS IMPORTANT? SHAPE-SHIFT YOUR CONTENT 5Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 6. SHAPE-SHIFT YOUR CONTENT 6 What do we want? ‘Useful, relevant information.’ When do we want it? ‘Yesterday.’ Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 7. SOME GRATUITOUS GENERALISATIONS SHAPE-SHIFT YOUR CONTENT 7Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 8. SHAPE-SHIFT YOUR CONTENT 8 GLUTTONS Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 9. SHAPE-SHIFT YOUR CONTENT 9 VERY PICKY…. Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 10. SHAPE-SHIFT YOUR CONTENT 10 ‘FADDISTS’ Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 11. SHAPE-SHIFT YOUR CONTENT 11 THE AVERAGE SCHMO Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 12. SHAPE-SHIFT YOUR CONTENT 12 TECH-SAVVY TRIBES Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 13. SHAPE-SHIFT YOUR CONTENT 13 THE EDUCATED BUYER Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 14. SHAPE-SHIFT YOUR CONTENT 14 DIGITAL NOMADS Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 15. HOW TO GET UNDER THEIR SKIN? SHAPE-SHIFT YOUR CONTENT 15Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 16. First principles, Clarice. Simplicity. Of each particular thing ask: What is it in itself? What is its nature? What does he do, this man you seek? “ ”SHAPE-SHIFT YOUR CONTENT 16Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 17. THE SCIENCE BIT SHAPE-SHIFT YOUR CONTENT 17Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 18. 27,000,000 Pieces of content shared each day AOL & Nielsen (2012) SHAPE-SHIFT YOUR CONTENT 18Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 19. 9 OUT OF 10 Organisations market with content Content Marketing Institute 2012 SHAPE-SHIFT YOUR CONTENT 19Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 20. 86% of B2C marketers use content marketing 91% of B2B SHAPE-SHIFT YOUR CONTENT 20 Content Marketing Institute 2012 Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 21. 64% of B2B content marketers say their biggest challenge is producing enough content Content Marketing Institute 2012 SHAPE-SHIFT YOUR CONTENT 21Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 22. Companies with an active blog report 97% more leads Content+ 2013 SHAPE-SHIFT YOUR CONTENT 22Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 23. 90% of users listen to recommendations shared by friends Voltier Digital 2012 SHAPE-SHIFT YOUR CONTENT 23Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 24. 73% of all industry-specific Twitter posts include content sharing AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 24Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 25. 99% of people who share via social networks do so via multiple platforms AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 25Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 26. 58% of consumers trust editorial content AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 26Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 27. 90% of consumers find custom content useful Custom Content Council 2011 SHAPE-SHIFT YOUR CONTENT 27Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 28. 78% believe that organisations providing custom content are interested in building good relationships with them Custom Content Council 2011 SHAPE-SHIFT YOUR CONTENT 28Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 29. Articles with images get 94% more views Content+ 2013 40%of people will respond better to visual information than plain text SHAPE-SHIFT YOUR CONTENT 29Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 30. Content marketing costs 62% less than traditional marketing Demand metric 2013 SHAPE-SHIFT YOUR CONTENT 30Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 31. HOW? SHAPE-SHIFT YOUR CONTENT 31Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 32. SHAPE-SHIFT YOUR CONTENT 32Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 33. Great and effective content marketing is NOT the new BLACK… SHAPE-SHIFT YOUR CONTENT 33Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 34. “Dividing a market into smaller groups of Buyers who have distinct needs, characteristics or behaviour and who might require separate products or marketing mixes.” Philip Kotler SHAPE-SHIFT YOUR CONTENT 34Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 35. “I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” David Ogilvy SHAPE-SHIFT YOUR CONTENT 35Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 36. DISTINCT NEEDS or CHARACTERISTICS. SEPARATE marketing MIXES. Use their language, the language they use every day, the language in which they think. SHAPE-SHIFT YOUR CONTENT 36Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 37. Shape-shifting content adapts to meet YOUR definitions of YOUR buyer personas. SHAPE-SHIFT YOUR CONTENT 37Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 38. SHAPE-SHIFT YOUR CONTENT 38Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 39. SHAPE-SHIFT YOUR CONTENT 39Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 40. HANDS UP! What do you think is wrong with this finely crafted piece of prose? SHAPE-SHIFT YOUR CONTENT 40Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 41. CONSISTENCY Different, albeit OK ideas, fighting for supremacy. Split-personality SHAPE-SHIFT YOUR CONTENT 41Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 42. If you want your communications to be in harmony, you’ve got to keep control of the tone. SHAPE-SHIFT YOUR CONTENT 42Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 43. SHAPE-SHIFT YOUR CONTENT 43Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 44. Being tone deaf or just mute. SHAPE-SHIFT YOUR CONTENT 44Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 45. Speak WITH people rather than AT people. SHAPE-SHIFT YOUR CONTENT 45Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 46. Being just – well – irrelevant SHAPE-SHIFT YOUR CONTENT 46Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 47. Use a laser- guided missile not a carpet bomb SHAPE-SHIFT YOUR CONTENT 47Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 48. Empathy rather than impersonation. SHAPE-SHIFT YOUR CONTENT 48Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 49. INSIGHTS TO WORK LIFE1 OBJECTIVES, ORIENTATION, AND OBSTACLES HOW TO UNDERSTAND & ADDRESS THESE ISSUES What’s important 2 3 SHAPE-SHIFT YOUR CONTENT 49Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 50. Personas don’t buy. PEOPLE do.1 SHAPE-SHIFT YOUR CONTENT 50Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 51. SHAPE-SHIFT YOUR CONTENT 51 Emmett Clayton: Well, chess is the ultimate test of the human mind, isn’t it? Tomlin Dudek: You think so? I always thought it was women. Never forget the complexity of the buyer and his or her buying rationale. Always seek to understand your customer more. Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 52. SO ASK THE CUSTOMER Use interviews gathered from salespeople, customer service interactions and customers. And not just any kind of interview will do. Focus on what the buyer is trying to achieve. SHAPE-SHIFT YOUR CONTENT 52Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 53. 2 SHAPE-SHIFT YOUR CONTENT 53 Humanistic v mechanistic Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 54. REALLY… ASK THE CUSTOMER Personas should become instrumental in the development of our content and marketing strategies. SHAPE-SHIFT YOUR CONTENT 54Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 55. 3 SHAPE-SHIFT YOUR CONTENT 55 Make your marketing flexible not fixated Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 56. SHAPE-SHIFT YOUR CONTENT 56 Guidelines will not compensate for lack of writing ability or common sense Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 57. 4 SHAPE-SHIFT YOUR CONTENT 57 Personas aren’t the silver bullet. Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 58. SHAPE-SHIFT YOUR CONTENT 58 Sgt. Leftkowski: You know, Lieutenant, uh, I’m in the homicide office at least, uh, once a week. I don’t think I’ve ever seen you there. Lt. Columbo: Well, I don’t get down there too much. None of the murders take place there you know. You cannot understand your market from behind a desk alone. Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 59. SHAPE-SHIFT YOUR CONTENT 59Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 60. SHAPE-SHIFT YOUR CONTENT 60Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 61. Empathy rather than formula1 Ask your customers Don’t forget it’s a MIX for a reason The ‘difficult’ final slide 2 3 SHAPE-SHIFT YOUR CONTENT 61 Write with the reader and channels in mind Be consistent and naturally so 4 5 Twitter: @JayRHenley Web: www.communicationscrucible.com
  • 62. THANK YOU JONATHAN HENLEY