Mike McGrail - OTE London - Without Content, We are Nothing
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Topic: Without Content, We are Nothing This talk will hammer home the importance of high quality content in today’s marketing mix. Key points: Key Takeaways: A brief history of content What is good content and of course, what is bad content? Why your business does have a story to tell and where to look for the diamonds Keeping up the content momentum via planning How to make a big impact with re-active content How do we tell if all this effort is paying off? What is the future for content marketing?
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Mike McGrail - OTE London - Without Content, We are Nothing
- 1. Without Content, we are Nothing Mike McGrail @mike_mcgrail
- 2. Content marketing is nothing new…
- 7. So why all the fuss?
- 8. We have the tools
- 9. A need to stand-out
- 10. Search is key
- 11. What makes great content?
- 12. Inspire people
- 13. Be helpful
- 14. Make them feel something
- 18. What makes bad content?
- 19. Bad content is content that achieves nothing for your business. If it’s achieving nothing for your business, it’s likely it’s achieving nothing for your customers Nothing
- 20. What can we talk about?
- 22. Your team
- 23. Your processes
- 24. Your customers
- 25. Content planning
- 26. Customer Profiling Exercise As a customer of…. The Great Outdoors Clothing Company I want to… wear your product while climbing So I can… push myself further
- 28. Map out content across… • Themes • Days, weeks and months • Platforms - blog, video, Facebook, Twitter etc etc etc • Author – who is responsible? Remember to assess your needs as an overall business.
- 29. The power of reactive content
- 31. 525 million impressions 38,000 re-tweets
- 32. Is my content performing?
- 33. • Google Analytics is your best friend • What are people reading and acting on? • Ask your audience what they want • Focus on the wins • What platforms are generating the most traffic and action? • Remember to use ‘goals’ • Beware the threat of stagnation!
- 34. What’s the future of content marketing?
- 35. • All businesses will be publishers • Consumers will expect more • But they’ll also contribute more • Purchase trigger-points will be wider • Re-active will continue to grow • We’ll all have jetpacks, hover boards and wear stupid glasses with computers built in…
- 36. Thanks for listening! Give yourselves a clap… If you liked it, please tweet me! - @mike_mcgrail