Content Marketing moving beyond buzzwords
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Presentation for PROMAXBDA ASIA 2016 event "Ideaology" in Singapore on the 2nd of December 2016.
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Content Marketing moving beyond buzzwords
- 1. Content Marketing moving beyond buzzwords @AndreaTEdwards AndreaTEdwards AndreaTEdwards www.thedigitalconversationalist.com The Digital Conversationalist The Digital Conversationalist
- 2. How can I talk to you about content marketing?
- 4. You don’t shout loud enough
- 9. #PromaxAsia @AndreaTEdwards It’s true… Average attention span dropped 12 secs in 2000 to 8 secs in 2015 - Statistic Brain
- 11. #PromaxAsia @AndreaTEdwards What is it? • It’s a philosophy, not a tactic • It’s not an add-on to marketing • It’s definitely not advertising • Move from selling to serving • Fundamental shift in mindset • It’s a revolution
- 12. Because we just don’t care about brands anymore – we really don’t
- 13. 15% of people trust recommendations from brands 84% trust recommendations from people they know Source: Gartner
- 14. 67% of the buyers journey is now digital Source: Sirius Digital owns 90% of the buyers journey Source: Forrester
- 15. #PromaxAsia @AndreaTEdwards Who do we trust? According to an affilinet survey, the order of trust 1. Family 2. Friends 3. Bloggers 4. Social media connections 5. Colleagues 6. Journalists 7. Religious leaders 8. Celebrities 9. Brands 10. Politicians
- 16. #PromaxAsia @AndreaTEdwards We are the change • Global conversations • Sharing knowledge • Speed • Conversations • Human • Communities • Power • Today’s playing field • Business continues to speak marketing
- 19. Content Marketing is fundamentally about business transformation It’s not something the marketing team ‘does’ Everyone must be on board and it starts at the top
- 21. #PromaxAsia @AndreaTEdwards Our goal today Creating conversations with customers, partners, influencers, employees, potential employees To achieve that, it’s about creating content so good, it earns the right to exist in your customers world, where they are We’re building so much loyalty with customers – because we consistently deliver value to them –they reward us and buy from us
- 22. Must start with content strategy
- 24. #PromaxAsia @AndreaTEdwards Content strategy is about • Who is your customer? • What do they REALLY care about? • What challenge are they facing? • Who buys, who influences? • What’s your story in relation to customer need?
- 25. Do the research 1st talk to sales
- 28. What’s the conversation you want to own? What’s the big idea?
- 29. #PromaxAsia @AndreaTEdwards Success requires energy • The quality and intent of the content • It requires a hunger • A desire to solve your customer’s problems • A sense of urgency in how you think/plan • A true obsession to help customers • Half hearted? Content shock
- 31. #PromaxAsia @AndreaTEdwards A content hub – mission critical • A central destination • Make it easy for customers to find you • Feature content audience wants • Very very little sales or promotional content • Branding up to you – subtle is good • Full spectrum of topics around big theme • Wrap CTAs around the content • It will be the future digital entry point to business
- 34. #PromaxAsia @AndreaTEdwards Felix Baumgartner live • 8 million people watched him pass the speed of sound - breaking a 52-year-old record According to Social Bakers • Subscribers to YouTube grew from 2,142/day to 87,801 on day of jump • Facebook = 900k interactions, 83k shares • 6 months after, sales rose 7% to $1.6bn in US • Opened new markets in Brazil, Japan, India, South Korea • Not just good story telling, great business
- 35. ROI – reported as single largest source of new leads and revenue for American Express
- 36. ROI – what owning a category looks like
- 37. ROI – what owning a target audience looks like
- 38. ROI – how you change the global brand narrative
- 39. ROI – can connect individual blogs to million$ deals
- 40. ROI – biggest brands in the world working with me
- 42. “The majority of content discovered by your audience comes from just three channels: email, search, and social. The best marketers focus their efforts on creating content that can be discovered across all of these.” Michael Brenner, Marketing Insider Group
- 43. #PromaxAsia @AndreaTEdwards Defining amplification channels • Social? • Email? • Search? • Advertising? • Native advertising - Outbrain? • PR? • Events? • Influencers, customers, partners?
- 44. What about employees? 500 connections 500 x 500 = 250K 5k x 500 = 2.5 mil And remember, people are trusted
- 45. #PromaxAsia @AndreaTEdwards Unleashing the employees 1. Culture 2. Guidelines 3. Employee brand first 4. A Platform 5. Effective measurement 6. Champions 7. 1-2-1 Coaching “If your employees aren’t your biggest fans, you’ve got problems WAY bigger than social media” Jay Baer
- 46. But employees must be advocates for themselves first, brand second
- 47. To become a content marketing driven business
- 48. #PromaxAsia @AndreaTEdwards A content marketing driven biz • Gaol is to reach customers in their bubble • Think holistically • Tap into their need • Educate them and enhance their life • Answer their questions • Engage with them how they want to be engaged • Make them want to read/watch/absorb you • And then they buy
- 49. Once you’ve done that, measure, measure, measure, refine and keep going! Patience really is a virtue
- 50. Your customer has a challenge Identify it Align your brand to it Create world-class content customers can’t resist
- 51. #PromaxAsia @AndreaTEdwards It takes guts • Starts at the top • A powerful CCO • Company-wide commitment • Strategy • Processes to simplify • 180 degree shift in thinking • An energetic, determined team • True collaboration
- 52. #PromaxAsia @AndreaTEdwards True success is big picture 1. Siloes down 2. Partnership 3. Train & trust 4. Leaders engaged 5. Culture change Image: Courtesy of Shutterstock
- 53. Content marketing is the digital shop front for your business. Is your window tantalising enough for customers to walk in or will we walk past?
Editor's Notes
- People trust people, not brands and this is why your employees are SO critical today
- People trust people, not brands and this is why your employees are SO critical today
- People trust people, not brands and this is why your employees are SO critical today
- People trust people, not brands and this is why your employees are SO critical today
- Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand. Source: Gartner When you look at this stat, think about it from your company’s perspective. Are you still spending 90% of your marketing budget on the activities where customers are only spending 8% of their time? This is the shift businesses must make. For B2B it’s 65-90% Source: Forrester I know this is a surprise to many, but the human at the end of a B2B deal is also a consumer and taking the same decision making journey – if just more complicated.
- We are in the midst of a global conversation and you can’t underestimate its power We are discovering and inventing new ways to share relevant knowledge We are faster AND smarter than most companies We are having conversations – open, honest, funny, straight-forward and sometimes horrible But they are genuine human voices Business continues to speak marketing – not human - and in campaigns Business sends a brochure, a CTA, PR The consumer doesn’t care Employee advocacy and social selling = unleashing the humans of business
- I don’t know about you, but I spent more time watching the democratic and republican convention speeches in the last two weeks than I ever have in my life! How can your brand compete for that attention in the midst of how your consumers are participating online at that moment? That’s what it’s all about
- I’ve showed this slide in the past, but the critical message here is content still sits off to the side of business, as a tactical after thought. It needs to come into the heart of business and become central to every role and function within an organisation. This is why it’s transformational.
- Why am I talking about content marketing and not social media? Because content is what feeds social, and we must start there. Content marketing is about creating conversations with customers, partners and influencers. To achieve that, it’s about creating content so good, it earns the right to exist in your customer’s world, where they are. Our goal today, is to build so much loyalty with our customers – because we are consistently delivering value to them – that they want to buy from us to reward us for our efforts
- The average person has 500 social media connections. If you have 500 employees doing one activity per week, on behalf of your business, that is the ability to influence 250,000 people. If you have 5,000 employees, they have the ability to influence 2.5 million people. Add this up over weeks, months, years, and you’re really starting to see impact.
- Culture - corporate cultures rooted in trust do employee advocacy well. Brands must trust the people your customers do business with Guidelines – that encourage participation versus being over controlling. If you are still using the same social media guidelines written a decade ago, throw them out and start again Employee brand first – focus must be on the success of the employee’s brand first, not the other way around A Platform – make it as easy as possible for employees to get on board Effective measurement – a platform makes measurement easier, and this will help to understand impact Champions – start with this group, those who are already engaged and understand the importance of their personal brand. Especially anyone who is blogging. Embrace them and bring them into the fold – they will set the tone for everyone to follow 1-2-1 Coaching – success requires access to coaching. An IBM case study revealed that only 9% were successful when left alone, versus 75% if they had access to on-going coaching.
- Get the siloes down – content marketing can’t exist when siloes remain. The siloes of business are the enemy of being successful at content. This is about the whole organisation coming together Partnership culture – with siloes down you need to create partnerships across the business, working together for the future of the business Train & trust – train your people, provide them with great guidance, but you must trust them Get the leaders on board – without your leaders it’s very difficult to make this happen. Convince and cajole them Culture change – I’m talking about deep cultural change here. Content and social has to be at the core of everything you do as a business.