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Building Content That Has
Value Beyond Likes,
Comments, and Clicks
2016 PRSA International Conference
Indianapolis, IN
2
“Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant,
and consis...
3
Here’s the problem
4
We’ve all shared a
post like this
5
And gotten this kind
of reaction
6
And so you start
doing things like this
You won’t believe what this excavator can do!
7
Which quickly turns
to this
I swear the new guy spends more time
sleeping than actually working!
Is this really why we got into this business?
8
http://digiday.com/agencies/confessions-social-media-strategist/
9
“Companies need to come down from their
Ivory Towers and talk to the people with
whom they hope to create relationships....
But instead, marketing got their hands on it
and did what they always do – get as many
impressions as possible as cheaply ...
11
Which has brought
us here
We’re letting numbers dictate our content
strategy
12
13
“As soon as managers pick a numerical metric as a way to
measure whether they’re achieving their desired outcome,
every...
This creates cheap, commoditized content
that serves the algorithm, not the customer
14
Take back control
1. Change your strategy
2. Change your source
3. Change your team
4. Change your metrics
15
Change your strategy
17
Before you can have a “content marketing
strategy” you have to first have a “content
strategy”
Don’t create content for marketing, create it
for your customers
18
From ‘Why I hate funnels’ essay by Mailchimp founder B...
19
Identify your customer’s journey, not the
journey you wish your customer would take
What does your audience actually want from
you and what can you uniquely provide?
20
Change your source
The best content doesn’t
come from Photoshop or
Giphy or MemeGenerator
22
23
Do more than tell a story, tell your story
You have to get out
from behind your desk
24
25
You are already creating the content your
customers want most – you’re just not
using it
• Your history
• Ideas that di...
Change your team
27
If you use the same people who are creating
your ads to create your content, you’re going
to get…more ads.
28
Untangle content from marketing
29
You’ve already hired most of your content
creators
• Subject matter experts
• Customer service
• R&D
• Product leaders
...
30
“Brand beat reporters” dig up the content
you have and package it for the public
• Beat reporters build up a base of kn...
31
• Beat reporters build up a base of knowledge on and gain familiarity
with your brand, allowing them to provide insight...
Brand beat reporters are
• Passionate
• Curious
• Versatile
• Driven
• Trustworthy
• Engaging
• Resourceful
32
Change your metrics
34
Shouldn’t your content do more
than feed some algorithm?
This approach has
worked out great for the
social networks
35
Unless you’re this guy, this isn’t a real
sustainable approach
36
37
38
Cheap metrics lead to cheap content
• Likes
• Comments
• Shares
• Clicks
• Impressions
• Leads
• Conversions
• Customer...
Don’t let the value of your content be
determined solely by your marketing team
39
Thank you
40
Steve Radick
• VP, Director of Public Relations and
Content Integration
• www.steveradick.com
• www.twitter.c...
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Building Content That Has Value Beyond Likes, Comments and Clicks

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2016 PRSA International Conference Presentation

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Building Content That Has Value Beyond Likes, Comments and Clicks

  1. 1. Building Content That Has Value Beyond Likes, Comments, and Clicks 2016 PRSA International Conference Indianapolis, IN
  2. 2. 2 “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly- defined audience — and, ultimately, to drive profitable customer action.” - Content Marketing Institute
  3. 3. 3 Here’s the problem
  4. 4. 4 We’ve all shared a post like this
  5. 5. 5 And gotten this kind of reaction
  6. 6. 6 And so you start doing things like this You won’t believe what this excavator can do!
  7. 7. 7 Which quickly turns to this I swear the new guy spends more time sleeping than actually working!
  8. 8. Is this really why we got into this business? 8 http://digiday.com/agencies/confessions-social-media-strategist/
  9. 9. 9 “Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.” - The Cluetrain Manifesto, in 1999
  10. 10. But instead, marketing got their hands on it and did what they always do – get as many impressions as possible as cheaply as possible 10
  11. 11. 11 Which has brought us here
  12. 12. We’re letting numbers dictate our content strategy 12
  13. 13. 13 “As soon as managers pick a numerical metric as a way to measure whether they’re achieving their desired outcome, everybody starts maximizing that metric rather than doing the rest of their job – just as Campbell’s law predicts.” - “Numbed by Numbers: Why Quants Don’t Know Everything” by Felix Salmon in WIRED
  14. 14. This creates cheap, commoditized content that serves the algorithm, not the customer 14
  15. 15. Take back control 1. Change your strategy 2. Change your source 3. Change your team 4. Change your metrics 15
  16. 16. Change your strategy
  17. 17. 17 Before you can have a “content marketing strategy” you have to first have a “content strategy”
  18. 18. Don’t create content for marketing, create it for your customers 18 From ‘Why I hate funnels’ essay by Mailchimp founder Ben Chestnut.
  19. 19. 19 Identify your customer’s journey, not the journey you wish your customer would take
  20. 20. What does your audience actually want from you and what can you uniquely provide? 20
  21. 21. Change your source
  22. 22. The best content doesn’t come from Photoshop or Giphy or MemeGenerator 22
  23. 23. 23 Do more than tell a story, tell your story
  24. 24. You have to get out from behind your desk 24
  25. 25. 25 You are already creating the content your customers want most – you’re just not using it • Your history • Ideas that didn’t make the cut • The “why” behind business decisions • Challenges • Your culture • New product uses • Requests for feedback • Your causes • Your POV
  26. 26. Change your team
  27. 27. 27 If you use the same people who are creating your ads to create your content, you’re going to get…more ads.
  28. 28. 28 Untangle content from marketing
  29. 29. 29 You’ve already hired most of your content creators • Subject matter experts • Customer service • R&D • Product leaders • Sales leaders • Brand managers
  30. 30. 30 “Brand beat reporters” dig up the content you have and package it for the public • Beat reporters build up a base of knowledge on and gain familiarity with a topic, allowing them to provide insight and commentary in addition to reporting straight facts. • Beat reporters become invested in the beats they are reporting for, and become passionate about mastering that beat. • Beat reporters routinely call, visit, and e-mail sources to obtain any new information for articles. When reporters have experience on a specific beat, they are able to gain both knowledge and sources to lead them to new stories relating to that beat.
  31. 31. 31 • Beat reporters build up a base of knowledge on and gain familiarity with your brand, allowing them to provide insight and commentary in addition to reporting straight facts. • Beat reporters become invested in the brands and categories they are reporting for, and become passionate about mastering that beat. • Beat reporters routinely call, visit, and e-mail sources to obtain any new information for articles. When reporters have experience on a specific brand, they are able to gain both knowledge and sources to lead them to new stories relating to that brand. “Brand beat reporters” dig up the content you have and package it for the public
  32. 32. Brand beat reporters are • Passionate • Curious • Versatile • Driven • Trustworthy • Engaging • Resourceful 32
  33. 33. Change your metrics
  34. 34. 34 Shouldn’t your content do more than feed some algorithm?
  35. 35. This approach has worked out great for the social networks 35
  36. 36. Unless you’re this guy, this isn’t a real sustainable approach 36
  37. 37. 37
  38. 38. 38 Cheap metrics lead to cheap content • Likes • Comments • Shares • Clicks • Impressions • Leads • Conversions • Customer satisfaction • Brand awareness • Brand loyalty • Content re-use • Employee morale • Customer service • Customer retention Marketing Metrics Content Metrics
  39. 39. Don’t let the value of your content be determined solely by your marketing team 39
  40. 40. Thank you 40 Steve Radick • VP, Director of Public Relations and Content Integration • www.steveradick.com • www.twitter.com/sradick • www.brunnerworks.com

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