Helping companies do better business with the right content by @JGCommunication

2,182 views

Published on

This is Pontus Staunstrup's presentation at Content Strategy Forum 2013 in Helsinki. Pontus has added in comments on the slides to clarify what they're about.

Published in: Technology, Business

Helping companies do better business with the right content by @JGCommunication

  1. 1. Helping companies do better business with the right content The  official  �tle  of  my   presenta�on   Hi,  I’m  Pontus  Staunstrup.  Here’s  my  slides   from  CS  Forum  in  Helsinki,  Sep  13.  I’ve  added   these  boxes  with  comments  so  that  they   hopefully  make  some  sense  
  2. 2. Saving the world with content strategy What  I  really  wanted  to  call  it  
  3. 3. Today,  many  companies  are  facing  a  new  communica�on/marke�ng   landscape.  One  in  which  the  usual  ways  doesn’t  work  anymore   And  since  #strategybear  was  a  running  theme   during  CS  Forum,  I  wanted  to  have  an  angry   strategy  bear  saying  things  like  this:   Angry  bird…bear  –   get  it?  
  4. 4. What many companies are facing today Tradi�onal   adver�sing  doesn’t   work  anymore   It’s  not  about  you,   it’s  about  your   customer   To  reach  your  target   audience  you  need   great  content   #strategybear  
  5. 5. Don,  you’re  not  relevant   anymore   Mad  Men  is  a  great  show,  but   interrup�on  marke�ng  invented  in   the  60s  doesn’t  work  anymore  
  6. 6. U mad bro? People  get  insulted,  bored  or  just   ignore  it  
  7. 7. The  more  commercial  it  feels,   the  less  we  trust  it  
  8. 8. Earned Bought Owned So  interest  (and  money)  is   moving  from  bought  media   (ads)  and  earned  media  (PR)   to  owned  media  
  9. 9. Your  own  channels  become  more  and  more  important.  Digital   channels  in  par�cular,  because  they’re  always  open  
  10. 10. 94%  begin  their  purchase   process  with  a  Google  search   80%  of  all  B2B  deals  take   place  a�er  the  buyer  has   contacted  the  seller   AYTM   Marke�ng  Sherpa   70%  of  Your  customer’s   purchase  decision  has  been   made  before  You  become   aware  of  that  customer   Sirius   Here  are  some  great   stats  to  back  that  up  
  11. 11. 78%   59%   44%   41%   37%   20%   Search Engage with peers Follow industry conversations Follow discussions Questions on social networks Connect via social networks Making decisions in B2B Yes,  this  is  true  for   B2B  also  
  12. 12. Content Search Social Content marketing This  is  a  formula  from   Copyblogger,  on  how  to  get   out  your  content  on  the  net.   I  think  it’s  a  great  reminder   of  what  to  consider  in  digital   content  strategy  too  
  13. 13. It’s not about you, it’s about the customer Angry  strategy  bear  has  more  to  say:  
  14. 14. Go  visit  Tom  Fishburne’s  site.  You   won’t  be  disappointed  
  15. 15.   Demographics, background, income   Interests, life style, aspirations   Needs, problems, possibilities   Where and how do they search for information? B2C One  way  to  get  to  know  your  target   audience  is  to  work  with  Personas  
  16. 16.   Different roles have different priorities   Challenges, success, failure?   Where and how do they search for information? B2B It  works  just  as  well  in  B2B,  but  remember  that  then   you  always  deal  with  more  than  one  stakeholder  
  17. 17. Sources   Research   Surveys (web polls etc)   Existing customers   Employees (sales, customer service, helpdesk) Considering  how  important  customers   are,  many  companies  know   surprisingly  li�le  about  them.  But  the   knowledge  is  readily  available  
  18. 18. Same content – different recipients •  Money  to  save   with  a  more   efficient  system   CFO   •  State  of  the  art   system  with   standardized   components   CIO   •  System  is  easy   to  use  and  easy   to  integrate   with  exis�ng   systems   IT-­‐Tech   In  B2B  you  have  to  understand  that  your  content  has  to   be  adapted  to  different  stakeholders  –  based  on  what’s  in   it  for  them  
  19. 19. Problem  /   Opportunity   Search  for   informa�on   Evalua�on   Decision   Post   purchase   Known to the sellerUnknown to the seller Identified as a prospect It’s  important  to  understand  that  any  purchase,  B2B  or  B2C,  is  the   result  of  a  process.  And  that  today  the  customer  is  in  complete   control  of  when  to  begin  this  process  
  20. 20. Problem  /   Opportunity   Search  for   informa�on   Evaluate   Decision   Post   purchase   Known to the sellerUnknown to the seller Discover Am I on the right track? Build reasoning… Benchmark Price Trust Relationship Values Confirmation of right choice The customer is looking for: Search Blog Social media Landing pages White papers Short films Infographics Cases Longer films E-books Price Trust Relationship Values Newsletter CRM Magazine Owners pages Formats: Identified as a prospect Developing the relationship Our  strategy  must  be  based  on  understanding  this  process  and   adapt  our  content  to  it  –  topic,  format  and  channel  
  21. 21. Context is just as important Understanding  how  and  when  our  target  audience  uses  the   content  is  very  important  too  
  22. 22. The  sweet  spot  for   great  content   So  how  can  companies  create  useful  and  relevant  content?   Sweet  spot  =  where   on  the  bat  you  want   to  hit  the  ball.  Go   Phillies!  
  23. 23. Lack of target = wrong perspective Lack of brand = inconsistency Lack of goals = can’t measure Goals/ Messages Brand Target group Sweet spot for great content This  is  how  we  see  it  
  24. 24. And  don’t  focus  on  channels  –    it’s  the  target   audience  and  the  content  that’s  relevant  
  25. 25. In  the  actual  presenta�on  I  showed  some  examples  of   different  types  of  content:  blog  posts,  infographics,  films,   white  papers  etc.  But  to  save  you  from  Powerpoint   poisoning  I  decided  to  skip  them  here.   You’re  welcome  
  26. 26. Desire   Search   Evalua�on   Decision   Recurring   donor   Known to the Non-profitUnknown to the Non-profit Identified as a prospect This  idea  of  a  process  is  not  limited  to  when  companies  or   consumers  buy  things.  It’s  just  as  relevant  for  a  Non-­‐profit  or   NGO’s  etc    
  27. 27. Want to make a difference Who are worthy Who matches my criteria Do they get results? Will they spend my money wisely? Cost Trust Relationship Values Confirmation of right choice The donor is looking for: Word of Mouth World events Beliefs Search Social media Landing pages Blogs Multimedia In-depth Price Trust Relationship Values Newsletter Magazines Social media Developing the relationship Desire   Search   Evalua�on   Decision   Recurring   donor   Known to the Non-profitUnknown to the Non-profit Identified as a prospect  This  is  an  example  of  the  process  for  a  membership  driven  NGO     Formats etc
  28. 28. Some  more  examples  of  content  followed  here.  But  I   think  you  get  the  point  anyway  
  29. 29. But  captain,  when  will  you   get  to  the  strategy?   This  is  the  last  part  –  angry  strategy  bear  wants  companies  and   others  to  work  strategically  with  their  owned  media  
  30. 30. But  first  they  have  to  grasp  that  strategy  isn’t  something  that’s   done  once  every  five  years.  It  has  to  be  fluent  and  adap�ve  
  31. 31. It starts with a plan Plan -  Target audience -  Goals -  Brand -  Audit -  Structure Create -  Topics -  Formats -  Channels -  Organization -  Keywords Measure -  Leads -  Interactions -  Feedback -  SEO Distribute -  Own channels -  Social media -  Recommended -  Reach 4steps to success Here’s  a  model  we  use  when   helping  organiza�ons  with   their  content  strategy  
  32. 32. It’s  important  that   the  strategy   incorporates  current   SEO  thinking  
  33. 33. Like  Long  Tail  theory  
  34. 34. And  also  takes  social  sharing  and  interac�on  into   account  
  35. 35. A  Content  management  system  or  a  simple  editorial   calender  made  in  Excel  –  Your  strategy  must  include  a   central  tool  –  a  hub  
  36. 36. Problem  /   Opportunity   Search   Evalua�on   Decision   Post   purchase   Measuring and tracking the steps in the purchase process I  actually  got  a  ques�on  about  this.  The  KPI’s  I  care  the  most   about  are  the  ones  that  shows  if  we’re  nudging  the  poten�al   customer  onwards,  to  the  next  step.  The  process  itself  might  be   about  sales,  posi�oning,  awareness  etc.  But  we  can  always   measure  if  we’re  ge�ng  somewhere,  or  not.  
  37. 37. How a content strategy can help Quality   Efficiency   Consistency   Improved  content   Increased  crea�vity   Save  �me  and  money   Less  grey  areas   Stop  irrelevant  content   Re-­‐use   Happy  customers   Clear  results   Avoid  unnecessary   content     Be�er  work-­‐flow   Increased  visibility  and   reach   Increase  sales   Improve  rela�onship   No  more  cold  calls   End  of  campaign  mode   Drive  the  purchase   process   Focus  on  the  topics  we   want  to  talk  about   Avoid  compe�ng  on   price   Here  are  some  reasons  for  having  a  content  strategy   that  you  can  use  on  a  management  team  
  38. 38. www.jgcommunication.se pontus.staunstrup@jgcommunication.se Thanks  for  taking  the  �me  to  look  at  this.  I  hope  you  found  it   useful.  If  you  have  any  ques�ons  or  comments,  drop  me  an  e-­‐ mail  or  find  me  on  LinkedIn  or  Twi�er:     JGCommunication Pontus Staunstrup

×