Your content disgusts me!

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IDM Academy at the Online Marketing Show, Marketing Week Live June 2012:
Joe Edwards session.

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  • One of the most powerful emotions and one worth aiming for first and foremost! Here’s what wall’s ice cream did, remember content does not have to sit online, real world events and tools are used to create content and share experiences.
  • Anger maybe not an emotion we wish to evoke but use content that can help dissipate anger, by answering your audiences paint points. Take a look how the one dollar shave club have identified a pain point of “expensive shave tech that you don’t need”, answered it, and put a smile on your face.
  • How can you expose contempt in an industry? Dove have done a very good job of this by using real world women and exposing their natural beauty rather than how the media chooses to portray beauty. They actually produced a study in 2003 and then revisited it in 2011 called The Real Truth About Beauty and published a report of the back of it, with many other pieces of content.http://www.computerworld.com/s/article/9219961/Cisco_goes_on_video_attack_against_rival_Juniper_
  • Quite some time ago the government produced some adverts that looked at the affect smoking has on your arteries, it was really quite visually disgusting.
  • It’s important not to mix surprise with shock, you can surprise your audience with an interesting fact, one that surprised me recently was a data visualization from David McCandless. Thanks to him I’m no longer as scared of nuclear bombs, (just the idiots who control the big red button). Click the image to see the full visualisation.
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  • Your content disgusts me!

    1. 1. Special Marketing Week Live Offer… As an attendee of this session, you can receive 25% off selected IDM training courses*! Visit the IDM at stand A220 for more details, or go to theidm.com/academyoffer *Conditions applytheidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin
    2. 2. Your Content Disgusts Me!The emotion of content and other content tipsJoe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe
    3. 3. Hello!• Digital & Social Planner at OTM• www.otmcreate.com• @brandjoe• Deliver the Content Marketing 1 Day course at the IDM• Working on a new content marketing tool to help marketers
    4. 4. Quick showof hands
    5. 5. We now live in a post digital age We share With MORE MORE MORE quickly content people From MORE We’re all MORE often digital sources
    6. 6. Content is on the up! “ “ Every two days now we create as much information as we did from the dawn of civilization up until 2003 That’s something like 250,000 years of DVD-quality video
    7. 7. Same old, same old• Everyone is doing the same old thing• There’s plenty of churn• If you can manage to overcome the resource problem• You quickly move onto the next problem• Delivering quality• Getting cut through• And unfortunately there is a bit of a reality….
    8. 8. …Your content disgusts me!
    9. 9. How did that make you feel?• Situations I end up in• Body Language
    10. 10. Happy
    11. 11. Anger
    12. 12. Contempt
    13. 13. Disgust
    14. 14. Surprise
    15. 15. Sadness
    16. 16. Fear
    17. 17. A few more to get you thinking• Emotions drive sharing• Sharing drives a deeper understanding and action• Actions drive preference• Preference drives decisions
    18. 18. Breaking through in B2B• Objective – Engage an audience in a seemingly low priority and highly commoditised product• Pain Points – Don’t want a service which restricts them and causes headaches every time they want to upgrade• Further insights – Appealing to a 30+ year old male, audience grew up with Marvel• Buying stage – Considering
    19. 19. BIG RED• Through personalisation of content we created: – Opportunity to share – Moments of humour
    20. 20. It’s great when your content isconsumed
    21. 21. But once it gets processed and sharedthere’s more benefit
    22. 22. Engaged and Shared is understood• 73% say they process information more deeply, thoroughly and thoughtfully when they share it• 63% more brand recall when something is interactive Psychology of sharing New York Times 2011 Barnum and sully report 2010
    23. 23. We love shiny new things• We’re quick to move on• Create something new• But what can we do with what we’ve got
    24. 24. Making the most of your content • Maximise reach • Align to the buying process • Make the most of your content
    25. 25. He finally mentioned the wordwhitepaper • Getting the most from your content • Lets look how we can re- purpose this whitepaper
    26. 26. Maximise Animatedreach, create infographics, further opinion and insight via talking heads and voxa journey Email pops, create a trailer Owned and 3rd data party blogs capture Whitepaper / report Presentation around the reports and how to action the information within your business Meeting Webinars Excerpt from report with full access after data • Lead capture generation • Social conversation Infographics drivers •Truncated, re Social tools Take snippets of the purposed See following pages report and tweet / content update status, creating interest amongst target audience driving along the journey
    27. 27. If you need some help: Contented.ly A simple checklist and planner for the smart content marketing professional
    28. 28. Thank YouJoe Edwards – OTM– Digital & Social PlannerTwitter @brandjoe
    29. 29. Special Marketing Week Live Offer… As an attendee of this session, you can receive 25% off selected IDM training courses*! Visit the IDM at stand A220 for more details, or go to theidm.com/academyoffer *Conditions applytheidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin

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