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The inbounder London - 2.may 2017 - Hannah Thorpe content marketing for watching paint dry

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Content marketing for watching paint dry

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The inbounder London - 2.may 2017 - Hannah Thorpe content marketing for watching paint dry

  1. 1. Content   Marketing   for   Watching   Paint  Dry
  2. 2. Business-­‐ centric  digital   marketing Think. Do. Modernize. Improve. Create. @hannahjthorpe
  3. 3. As  an  agency,  we  work  with  a  whole  range  of  clients
  4. 4. The  majority  of  products  aren’t   that  interesting  
  5. 5. But  that   doesn’t  mean   the  brand   can’t  still  be   exciting
  6. 6. How  many  times  do  you  hear..?   “But  i  don’t  know  anything  about  that  industry”   “They  don’t  need  content”   “It’s  too  difficult  to  create  a  campaign”   “It’s  too  niche”
  7. 7. Agencies  are   still  businesses,   &  not  all  of  us   can  pick  &   choose  clients
  8. 8. How  do  we  sell  in  boring  markets?   Understand   the  use   cases Know  the  audience Think  about  format Represent  brand  values Know  why  you  are   making  content Don’t  try  too  hard
  9. 9. Why  are  you   making   content?
  10. 10. Everything  ties  back  to  this… “Never  tell  people  how  to  do  things.   Tell  them  what  to  do  and  they  will   surprise  you  with  their  ingenuity” General  George  S.  Patton  (...&  Nichola Stott)
  11. 11. Know  the   audience
  12. 12. Who  are  they? Where  do  they  spend  their   time? When  are  they  searching? What  do  they  want? Why  are  they  searching?   What  will  help  them   decide?     WHO WHAT
  13. 13. Yougov Profiles  Lite -­‐ Similar   Brands/products
  14. 14. Connecting  dots  (&  Brands) Purchases  an  extension  cable Senior  member  of  household   -­‐ rental  or   owned   Rental  -­‐ Probably  tight  on   space?   Creative  ways  to  ‘build’   their  room   Owned  -­‐ Maybe   redecorating? Why  redecorate?  A   change  in  living WHO WHAT
  15. 15. Product   alternative!   We  should   be   explaining   the   difference  in   these  
  16. 16. Represent   brand  values
  17. 17. Know  who  you  (they)  are Friendly Corporate Spontaneous Strategic Modern Traditional   Fun   Serious Entry-­‐level Expert
  18. 18. Think  about   format
  19. 19. Audience Consider:   • Time  to  consume • Platform • Device • Location
  20. 20. Understand   the  Use   cases
  21. 21. Sometimes  buying  is  an  experience…  
  22. 22. cleanBREAK Dry  Disconnect   Coupling ...other  times  it’s  about  the  end  result   BLOODHOUND  SSC  land  speed   record-­‐breaking  car OR
  23. 23. Don’t  try  too   hard
  24. 24. Alliteration,  Puns  &  Rhymes No.  
  25. 25. Top  Takeaways   Understand   the  use   cases Know  the  audience Think  about  format Represent  brand  values Know  why  you  are   making  content Don’t  try  too  hard
  26. 26. Thank  you! @hannahjthorpe hannah@white.net

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