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Content Moments, Not Content Marketing. By John Lane - Centerline Digital

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I propose we replace "content marketing" with "content moments." Because people don't want to be sold to. But they do want value from brands. If we start thinking about creating moments that have meaning — experiences that connect, that spark emotion, that illicit action (or reaction) — we'll make a better connection with our audience.

This presentation was delivered on May 19, 2015 at the Raleigh Chamber of Commerce BizCon.

Published in: Marketing
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Content Moments, Not Content Marketing. By John Lane - Centerline Digital

  1. 1. not Content Marketing John Lane Chief Strategy Officer Content Moments
  2. 2. @johnvlane | @centerline What The Hell Is Going On Here?
  3. 3. What makes a @johnvlane | @centerline moment?
  4. 4. @johnvlane | @centerline
  5. 5. @johnvlane | @centerline 1 Big Point There’s too much focus on quantity of content as the path to content marketing success.
  6. 6. We’re Content Hoarders @johnvlane | @centerline
  7. 7. We’re Content Hoarders YOU ARE HERE @johnvlane | @centerline
  8. 8. @johnvlane | @centerline
  9. 9. @johnvlane | @centerline
  10. 10. @johnvlane | @centerline
  11. 11. @johnvlane | @centerline 1 Questions you may be asking yourself right now… Doesn’t quantity of content play a big role in findability (SEO)? If I choose to focus on “less, better” then how do I choose what to create? Something completely different from the audience…?
  12. 12. @johnvlane | @centerline Big Content vs. Small Ball
  13. 13. Content Inventory, Audit, Gap Analysis. @johnvlane | @centerline
  14. 14. Content Inventory, Audit, Gap Analysis.
  15. 15. Create New Math World Relevance Age + Accuracy + Utility + Channel Distribution Brand Relevance Message + Design + Effectiveness @johnvlane | @centerline
  16. 16. @johnvlane | @centerline 2 Big Point We truly believe we know our audience but we really don’t know them at all.
  17. 17. Who The Hell Are These People, Really? @johnvlane | @centerline
  18. 18. What’s so funny? And why doesn’t she get the joke? @johnvlane | @centerline Who The Hell Are These People, Really?
  19. 19. Persona Creation @johnvlane | @centerline
  20. 20. @johnvlane | @centerline
  21. 21. @johnvlane | @centerline
  22. 22. Feedback Loops & Iteration @johnvlane | @centerline
  23. 23. CREATE DELIVER ACTIVATE Edit – The Content Lifecycle Optimization Replace Iterate Promote PLAN MONITOR & MEASURE @johnvlane | @centerline
  24. 24. @johnvlane | @centerline 2 Questions you may be asking yourself right now… So are you saying that personas are the most important thing or a waste of time? How do I determine the best metrics and systems for my situation? Something completely different from the audience…?
  25. 25. Cognitive Ease vs. Cognitive Strain @johnvlane | @centerline
  26. 26. Tools To Help You Get To “Why” @johnvlane | @centerline
  27. 27. Tools To Help You Get To “Why” @johnvlane | @centerline
  28. 28. Tools To Help You Get To “Why” @johnvlane | @centerline
  29. 29. @johnvlane | @centerline 3 Big Point To achieve relevance with your audience, focus on context. And to keep up with ever changing context, think in terms of agile marketing.
  30. 30. @johnvlane | @centerline agile…
  31. 31. …not necessarily Agile. @johnvlane | @centerline
  32. 32. @johnvlane | @centerline
  33. 33. @johnvlane | @centerline
  34. 34. “We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.” Iain Tait - Global Interactive Creative Director at Wieden+Kennedy @johnvlane | @centerline
  35. 35. Heisenberg’s Uncertainty Principle @johnvlane | @centerline
  36. 36. @johnvlane | @centerline 3 Questions you may be asking yourself right now… How fast are things (channels, mediums, “marketing”) really changing? How can I keep up (especially if I’m doing everything by myself)? Are we done yet?! Something completely different from the audience…?
  37. 37. Content Goals Are About Movement
  38. 38. Content Goals Are About Movement
  39. 39. Map To “Moments Of Need”
  40. 40. THANK YOU! @johnvlane @centerline
  41. 41. Resources Tom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) Cait Smith: “Navigating How Humans Think” @johnvlane | @centerline

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