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Don’t be boring! How to craft content to engage in 2016

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Attracting people isn’t the problem it used to be. Now anyone can publish and share anything and reach their target audience - power to us!
But, do your emails get opened? Are your blog posts read and shared? Is your “content strategy” really driving engaged, high-value leads? Or are you just looking for another lever to crank up the system - *cough* them damn pop-ups… *cough*
Is there a better way?
In this talk, Ed will share stories and tactical lessons of content that can really stand out and *engage*. You don’t have to be a desperate content marketer any more.

Published in: Marketing

Don’t be boring! How to craft content to engage in 2016

  1. 1. BANK OF MISERY. Dear Sir or Madam, (Or to whom it may concern… ) We’re writing to inform you that the interest rate on all saving accounts is now a paulty 0.02%. Do not pass ‘GO’. Do not collect $200.
  2. 2. BANK OF MISERY. Dear Sir or Madam, (Or to whom it may concern… ) We’re writing to inform you that the interest rate on all saving accounts is now a paulty 0.02%. Do not pass ‘GO’. Do not collect $200.
  3. 3. WHAT(message) WHO(segment), WHY(action)
  4. 4. WHAT(message) WHO(segment), WHY(action)
  5. 5. WHAT(message) WHO(segment), WHY(action)
  6. 6. “Buy earlybird Learn Inbound tickets for January 2017” Repeat Learn Inbound attendees, Sell early bird tickets
  7. 7. WHAT(message) WHO(segment), WHY(action)
  8. 8. WHAT(message) WHO(segment), WHY(action)
  9. 9. WHAT(message) WHO(segment), WHY(action)
  10. 10. WHAT(message) WHO(segment), WHY(action)
  11. 11. “Answer this question” Available content strategists, To reactivate churning members
  12. 12. “Answer this question” Available European content strategists, To reactivate churning members
  13. 13. “Answer this question” Available European content strategists, To reactivate churning contributors
  14. 14. “Get your Inbound Certification badge” HS Academy Grads in the USA, Encourage profile completion
  15. 15. “Get your Inbound Certification badge” HS Academy Grads in the USA, Encourage profile completion
  16. 16. “Get your Inbound Certification badge” HS Academy Grads in the USA, To encourage profile completion
  17. 17. WHAT(message) WHO(segment), WHEN(time), WHERE(tool) WHY(action)
  18. 18. WHAT(message) WHO(segment), WHEN(time), WHERE(tool) WHY(action)
  19. 19. WHAT(message) WHO(segment), WHY(action)
  20. 20. “Comment here” Senior Agency Marketers To encourage community contribution
  21. 21. “Watch Barcelona Live” Repeat mobile visitors searching for Barcelona, 3+ scrolls, via Banana Splash To encourage inbound calls
  22. 22. “Watch Barcelona Live” Repeat mobile visitors searching for Barcelona, 3+ scrolls, via Banana Splash To encourage inbound calls
  23. 23. “Welcome to Segment” New signups (by job title), To encourage user activation
  24. 24. “Welcome to Segment” New signups (by job title), To encourage user activation
  25. 25. “Hello Sony” Sony Employees (IP address), Via Optimizely, To encourage account starts
  26. 26. “Hello Sony” Sony Employees (IP address), Via Optimizely, To encourage account starts
  27. 27. “Hello Sony” Sony Employees (IP address), Via Optimizely, To encourage account starts
  28. 28. “Hello Sony” Sony Employees (IP address), Via Ad Audiences, To encourage account starts
  29. 29. “Hello Sony” Sony Employees (IP address), Via Email, To encourage account starts

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