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SOCIAL MEDIA
DAY TWEETS
#SMDAYBE
PITFALLS TO AVOID IN CONTENT STRATEGY
That’s me!
@Koen_Verbrugge
HOPE YOU LIKE CONTENT?
Because that’s what we talk about today, me too.
@Koen_Verbrugge#SMDAYBE
DON’T WE ALL?
Social media marketing
Content marketing
Search engine marketing
STARTED DOING START...
THAT’S HOW MANY GOT STARTED
Did you run a Proof Of Concept/Campaign? How was your briefing?
NOT
SHARING
INFORMATION
& how they got
slowed down?
NOT SHARING
RESOURCES
& how they got
slowed down?
TOPIC
NO TOPIC
Slowed down, but
overrequested/unfocussed?
NO TOPIC
NOT SO SEXY
anymore
Isn’t the new toy asking
for a whole lot of work?
MONEY
NO MONEY
Why are we doing this
anyway?
Prioriteiten
NO PROJECT
PRIORITY
Let’s just keep it alive,
Comatized is a good idea.
THAT’S HOW MANY
GOT STUCK
1. Expectations are wrong
1. Content is just a check on the list. Just deliver and shut up.
2. Y...
THAT’S HOW MANY
GOT STUCK
They like the idea of content,
…not the change that comes with
doing it effectively.
THAT’S WHAT WE ARE
TALKING ABOUT:
1. Avoiding pitfalls by selling as tool with
purpose, not a todo
2. 4 key points to be a...
Not talking about these:
Frequently Used Content Killers
1. Low engagement
2. Inconsistent messages
3. Wrong content types...
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Great!
Grow your strategy
• Diversify involved busin...
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Someone is clueless
Educate the team:
Optimize skill...
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Your company is clueless
Problem = Persons & culture.
@Koen_Verbrugge#SMDAYBE
YOU COULD READ TOM
FISHBURNE ALL DAY
Let’s go back, back into project development
OR YOU COULD MAKE A DIFFERENCE
Breaking into silo’s
Vanity projects
Creating work building
Collaboration (Skills & understanding )
CONTENT BREAKS INTO
CO...
BECAUSE
NO GOALS…
NO GOALS
≠ NO EVALUATION
WE NEED TO THINK
COLLABORATIVE FROM START
(even when momentum doesn’t ask for it, yet)
CREATE FERTILE
GROUNDS
1
1. Use a greater goal endorsed
by management.
2. Sell the tool to a business unit
with their inpu...
TREAT STAKEHOLDERS
AS PUBLIC, CONTENT AS TOOL
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data
Everybody in your company
allready has work:
Not for you,
Not for readers,
Not for googl’ers or
facebookers.
Can you under...
THIS IS YOUR
PROBLEM
We’ll bring more visitors by adding share buttons
& YOU ARE HIS
PROBLEM
We’ll bring more visitors by adding share buttons
Share buttons slow the site down, lowering
convers...
THEY HAVE NOTHING
TO DO WITH THIS
THIS DISCUSSION
WILL LEAD TO THAT
We need to sell
content strategy
in engaging,
useful &
relevant
ways.
DON’T SAY…
I need content for Facebook fans.
Say
‘If we need to reach a new audience, we could use facebook
as a communica...
A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … defi...
A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … defi...
@Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get “Buy-In” from stakeholders
3. Measure wort...
@Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Serving customers,
Improving products,
Getting revenu...
@Koen_Verbrugge#SMDAYBE
FIND GOALS OF
OTHERS
HELP THEM GROW
 Reach new audiences
 Grow top of mind
 Differentiate your ...
TREATH THEM AS
PERSON(A)S
START ABOUT
 Challenges
 Experiences
 Skills
 Knowledge
 Objectives
LOOK FOR
 Hidden agend...
How big is the opportunity in seo/social &
content for relevant user needs?
BUILD YOU COMMON
MONSTERS & WEAPONS
Do we have...
SURE YOU WILL FIND
SOMETHING…
CATER SOLUTIONS TO THEM AS
YOU WOULD CATER TO READERS
Identify need + appeal to person
1. Help them realise solutions
2. C...
Nobody works for
content,
but content can work
for everybody.
If you prove efficiency
Your business
case/worth
@Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
...
@Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Reading papers,
Responding to mails,
Updating project...
WE WILL MEASURE
OUR ‘GEEK’-METRICS
Create brand awareness
& loyalty, through
online authority.
Build social media audience...
@Koen_Verbrugge#SMDAYBE
THAT IS HOW WE OPTIMIZE
CONTENT MARKETING
= Creation and distribution of
relevant content that add...
@Koen_Verbrugge#SMDAYBE
NOT HOW WE MARKET
CONTENT MARKETING
≠SEO
≠SOCIAL MEDIA
≠ONLINE MARKETING
= Acquisition, engagement...
@Koen_Verbrugge#SMDAYBE
BUT WE WILL NOT REPORT
THOSE TO MANAGEMENT
KPI’s evaluate the business purpose
Strategy defines im...
@Koen_Verbrugge#SMDAYBE
METRICS SERVE A
PURPOSE
Report based on purpose/personality of stakeholders
Optimization parties :...
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data
A BOOK THAT
HELPED ME:
ELEPHANT AND
RIDER
DIRECT THE RIDER
MOTIVATE THE
ELEPHANT
SHAPE THE PATH
MAKE A SWITCH
Direct the rider
 Find what works
 Script proper actions
 Picture the horizon
Motivate the elephant
 Fin...
Practice makes perfect, guidelines only speed up the process
IN CONCLUSION
LAUNCH CONTENT IN
A SUCCESFUL WAY
1. Find a greater benefit: Align your goal with the
company/department goal
2. Sell the ...
NEED HELP?
KLUWER
OPLEIDINGEN
Social selling
 2 half days for the modern
B2B salesmen: from
framework to launch
DIGITAAL
...
Content Marketing Succes: Turn stakeholders into allies, not pitfalls
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Content Marketing Succes: Turn stakeholders into allies, not pitfalls

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A lot of content marketeers start on exiting projects only to encounter internal resistance, which slows down the momentum and leaves both the company and the marketeer with a fatigue. Avoid the bottlenecks pro-actively, overcome these pitfall by incorporating these 4 steps into your workflow & create a fertile environment for content marketing growth.

Published in: Business
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Content Marketing Succes: Turn stakeholders into allies, not pitfalls

  1. 1. SOCIAL MEDIA DAY TWEETS #SMDAYBE PITFALLS TO AVOID IN CONTENT STRATEGY
  2. 2. That’s me! @Koen_Verbrugge
  3. 3. HOPE YOU LIKE CONTENT? Because that’s what we talk about today, me too.
  4. 4. @Koen_Verbrugge#SMDAYBE DON’T WE ALL? Social media marketing Content marketing Search engine marketing STARTED DOING STARTED EARNING INDEPENDENT
  5. 5. THAT’S HOW MANY GOT STARTED Did you run a Proof Of Concept/Campaign? How was your briefing?
  6. 6. NOT SHARING INFORMATION & how they got slowed down?
  7. 7. NOT SHARING RESOURCES & how they got slowed down?
  8. 8. TOPIC NO TOPIC Slowed down, but overrequested/unfocussed?
  9. 9. NO TOPIC NOT SO SEXY anymore Isn’t the new toy asking for a whole lot of work?
  10. 10. MONEY NO MONEY Why are we doing this anyway?
  11. 11. Prioriteiten NO PROJECT PRIORITY Let’s just keep it alive, Comatized is a good idea.
  12. 12. THAT’S HOW MANY GOT STUCK 1. Expectations are wrong 1. Content is just a check on the list. Just deliver and shut up. 2. You should save the world, with a keyboard & a connection. Just don’t underdeliver. 2. Scope is vanity 1. Awareness, preference, leads, what is your goal? 2. What’s ‘the’ public? Who is important? 3. Data not understood 1. Investments are luxury / Needed after proven 2. No leverage to involve other silo’s, just talk about them
  13. 13. THAT’S HOW MANY GOT STUCK They like the idea of content, …not the change that comes with doing it effectively.
  14. 14. THAT’S WHAT WE ARE TALKING ABOUT: 1. Avoiding pitfalls by selling as tool with purpose, not a todo 2. 4 key points to be aware of when working in/with companies 3. A small 25 minute session with highlights to take with you 4. This meant to make you aware & pro- active, 5. Use this information to evaluate your method on both new and existing projects 6. Q&A will happen by Twitter: @Koen_Verbrugge
  15. 15. Not talking about these: Frequently Used Content Killers 1. Low engagement 2. Inconsistent messages 3. Wrong content types 4. Unoriginal content-topics 5. Slow company reactions 6. Not enough time, budget,… 7. Keyword driven non content 8. Infrequent updates 9. No call to actions 10.Content without a purpose Symptoms ? OR Problems?
  16. 16. DIAGNOSE YOUR PROJECT How high did you score on the F.U.C.K.’ed-test? Great! Grow your strategy • Diversify involved business units • Diversify marketing goals • Become a conversation company.
  17. 17. DIAGNOSE YOUR PROJECT How high did you score on the F.U.C.K.’ed-test? Someone is clueless Educate the team: Optimize skill and/or attitude through small project.
  18. 18. DIAGNOSE YOUR PROJECT How high did you score on the F.U.C.K.’ed-test? Your company is clueless Problem = Persons & culture.
  19. 19. @Koen_Verbrugge#SMDAYBE YOU COULD READ TOM FISHBURNE ALL DAY
  20. 20. Let’s go back, back into project development OR YOU COULD MAKE A DIFFERENCE
  21. 21. Breaking into silo’s Vanity projects Creating work building Collaboration (Skills & understanding ) CONTENT BREAKS INTO COMPANY STRUCTURES Build for war in times of piece: Prepare this war from the start.
  22. 22. BECAUSE NO GOALS…
  23. 23. NO GOALS ≠ NO EVALUATION
  24. 24. WE NEED TO THINK COLLABORATIVE FROM START (even when momentum doesn’t ask for it, yet)
  25. 25. CREATE FERTILE GROUNDS 1 1. Use a greater goal endorsed by management. 2. Sell the tool to a business unit with their input/benefit. 3. Involve them in optimization & worth. 4. Change is hard: make it snacksnized & emotional 3 A lot of companies are build on silo’s competing Kill zone
  26. 26. TREAT STAKEHOLDERS AS PUBLIC, CONTENT AS TOOL
  27. 27. 4 STEPS TO SUCCES 1. Create understandable goals 2. Get Buy-in from stakeholders 3. Measure worth 4. Don’t use only data
  28. 28. Everybody in your company allready has work: Not for you, Not for readers, Not for googl’ers or facebookers. Can you understand this?
  29. 29. THIS IS YOUR PROBLEM We’ll bring more visitors by adding share buttons
  30. 30. & YOU ARE HIS PROBLEM We’ll bring more visitors by adding share buttons Share buttons slow the site down, lowering conversions
  31. 31. THEY HAVE NOTHING TO DO WITH THIS
  32. 32. THIS DISCUSSION WILL LEAD TO THAT
  33. 33. We need to sell content strategy in engaging, useful & relevant ways.
  34. 34. DON’T SAY… I need content for Facebook fans. Say ‘If we need to reach a new audience, we could use facebook as a communication channel. This will require a type of content that we’ll need to produced. Or ‘If we want to retain an existing audience, we could use facebook as a communication channel. This will require a type of content that we’ll need to produced. Goal = Not relevant Always start with a common goal
  35. 35. A METRIC IS A KPI IF METRICS.. 1. … echoe a strategy/organizational goal. 2. … are decided/backed by management. 3. … define contexts of teamwork 4. … are meaningful for every level 5. … are based on legitimate data 6. … are easy to understand 7. … lead to action
  36. 36. A METRIC IS A KPI IF METRICS.. 1. … echoe a strategy/organizational goal. 2. … are decided/backed by management. 3. … define contexts of teamwork 4. … are meaningful for every level 5. … are based on legitimate data 6. … are easy to understand 7. … lead to action
  37. 37. @Koen_Verbrugge#SMDAYBE 4 STEPS TO SUCCES 1. Create understandable goals 2. Get “Buy-In” from stakeholders 3. Measure worth 4. Don’t use only data
  38. 38. @Koen_Verbrugge#SMDAYBE Everybody in your company allready has work: Serving customers, Improving products, Getting revenues. Don’t give work, Work with them
  39. 39. @Koen_Verbrugge#SMDAYBE FIND GOALS OF OTHERS HELP THEM GROW  Reach new audiences  Grow top of mind  Differentiate your product  Convince  Retain customers  … HELP GET EFFICIENT  Automate storytelling  Research market  Improve product/service utility  Improve inteligence sharing  …
  40. 40. TREATH THEM AS PERSON(A)S START ABOUT  Challenges  Experiences  Skills  Knowledge  Objectives LOOK FOR  Hidden agenda’s  Weaknesses  Emotional history  Hangups TAKE NOTES  Impressions  Personality traits  Sticking points  Interests & concerns Go in depth
  41. 41. How big is the opportunity in seo/social & content for relevant user needs? BUILD YOU COMMON MONSTERS & WEAPONS Do we have the content/ authority to capture the opportunity? Who is winning & why? Which departements are involved in what way?
  42. 42. SURE YOU WILL FIND SOMETHING…
  43. 43. CATER SOLUTIONS TO THEM AS YOU WOULD CATER TO READERS Identify need + appeal to person 1. Help them realise solutions 2. Collaborate on solution 3. Make it easy to convert 4. Give them something to win, not something extra to do Sell a solution relevant to their job , situation & personality, it’s what content marketeers do
  44. 44. Nobody works for content,
  45. 45. but content can work for everybody.
  46. 46. If you prove efficiency Your business case/worth
  47. 47. @Koen_Verbrugge#SMDAYBE 4 STEPS TO SUCCES 1. Create understandable goals 2. Get Buy-in from stakeholders 3. Measure worth 4. Don’t use only data
  48. 48. @Koen_Verbrugge#SMDAYBE Everybody in your company allready has work: Reading papers, Responding to mails, Updating projects. Don’t give’m noise, show them their results
  49. 49. WE WILL MEASURE OUR ‘GEEK’-METRICS Create brand awareness & loyalty, through online authority. Build social media audiences For earned media & dialogue between brand & consumer. Better conversion ratio’s on you site by influencing buying behavior & differentiating products. Boosting Google rankings & visitors, because of updated, unique & linkable content. Optimize Engagement’, with longer time on site, click through, conversion & engagement rates Reach a broad public Through different platforms by distributed content Revenu & reputatie.
  50. 50. @Koen_Verbrugge#SMDAYBE THAT IS HOW WE OPTIMIZE CONTENT MARKETING = Creation and distribution of relevant content that adds value to the lives of the people it has been crafted for.
  51. 51. @Koen_Verbrugge#SMDAYBE NOT HOW WE MARKET CONTENT MARKETING ≠SEO ≠SOCIAL MEDIA ≠ONLINE MARKETING = Acquisition, engagement & conversion of different segments for specific goals. Common goals.
  52. 52. @Koen_Verbrugge#SMDAYBE BUT WE WILL NOT REPORT THOSE TO MANAGEMENT KPI’s evaluate the business purpose Strategy defines important KPI’s. Metrics is what we measure daily. We plan for business We optimize on metrics
  53. 53. @Koen_Verbrugge#SMDAYBE METRICS SERVE A PURPOSE Report based on purpose/personality of stakeholders Optimization parties :  Ask yourself: which & why  Don’t share your metrics, share theirs (automaticly by GA)  Use special interest & vanity (you content/product did) Managing parties:  Is it working,  Are their actions/solutions C-level  Are we reaching objectives  Who is leading, where is the bottleneck
  54. 54. 4 STEPS TO SUCCES 1. Create understandable goals 2. Get Buy-in from stakeholders 3. Measure worth 4. Don’t use only data
  55. 55. A BOOK THAT HELPED ME:
  56. 56. ELEPHANT AND RIDER
  57. 57. DIRECT THE RIDER
  58. 58. MOTIVATE THE ELEPHANT
  59. 59. SHAPE THE PATH
  60. 60. MAKE A SWITCH Direct the rider  Find what works  Script proper actions  Picture the horizon Motivate the elephant  Find the motivating feeling  Shrink change  Grow skills Shape the path  Tweak environment  Build habits  Rally the herd
  61. 61. Practice makes perfect, guidelines only speed up the process IN CONCLUSION
  62. 62. LAUNCH CONTENT IN A SUCCESFUL WAY 1. Find a greater benefit: Align your goal with the company/department goal 2. Sell the tool, not the work: Get stakeholders on board for a common goal/enemy 3. Report the worth: Report differently to different stakeholders 4. Data won’t do: Don’t only speak on data: Rationalise, motivate & shape roadmaps Bonus: Create momentum by small wins, not big vanity projects (they are traps)
  63. 63. NEED HELP? KLUWER OPLEIDINGEN Social selling  2 half days for the modern B2B salesmen: from framework to launch DIGITAAL PLAN Digital strategy: Research & plan relevancy through digital  Koen Verbrugge  Info@digitaalplan.be ARTEVELDE HOGESCHOOL Content marketing 101  4 half days on content marketing goals, planning, doing & measuring

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