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SHARING 
is CARING 
Katie Canton 
Head of Social Media 
www.birddog.co.uk 
@katiecanton 
People Only Share Content They Ca...
Content Marketing 
B2B marketing is now all about 
Content Marketing.
Content Marketing 
Which is actually alright...
Content Marketing 
Content Marketing helps to achieve a number 
of business goals.
Content Marketing 
A. B. 
Content 
People 
Sharing It 
BUT Content Marketing only works if you 
have…
Content Marketing 
By now, you should have content. The 
problem? Nobody’s sharing your content.
Q. 
How do you get 
them to share 
your content? 
A. 
They need to 
care about it.
Sharing is Caring 
Think about the last piece of content you 
shared. Why did you share it?
Sharing is Caring 
According to Jonah Berger, there are 
6 reasons people share stuff.
Sharing is Caring 
It makes you look good It tells a story 
It gives practical value 
It’s emotional 
People are sharing i...
Sharing is Caring 
It makes you look good It tells a story 
It gives practical value 
It’s emotional 
People are sharing i...
Sharing is Caring 
So, in order for people to share your content, 
they first have to care about it.
Q. 
How do you 
make them care 
about your 
content? A. 
Wrong question.
Making Them Care 
It’s never a good idea to make the audience do 
something.
Making Them Care 
That may work in B2C
Making Them Care 
That may work in B2C, but we’re B2B!
Making Them Care 
Our sales cycles are longer, our prices are 
higher and our audiences are smarter!
Q. 
How do you 
make content 
that they’ll care 
about? A. 
Good question. 
Glad you asked!
Making Content 
+ 1 Little Bonus Tip
1. 
Be Selfish
Be Selfish 
Think about what you care about.
Be Selfish 
You care about your family, friends, career, 
pets, your football team, your next holiday…
Be Selfish 
YOU YOUYOU 
YOU YOU YOU 
You, you, you, you. 
Gosh, you lot are selfish.
Be Selfish 
So is your audience. 
What’s in it for them?
Be Selfish 
Your content needs to clearly (and quickly) let 
the audience know what’s in it for them.
Be Selfish 
Because that’s all they care about. 
Selfish Bastards!
Be Selfish 
Tip 1: Be selfish. Your audience is selfish. 
Content must clearly and quickly benefit them. 
#sharingiscaring...
2. 
Be Focused
Be Focused 
Don’t be everything to everyone.
Be Focused 
Make each piece of content focused on one 
thing.
Be Focused 
Share one interesting story. Solve one problem 
for one part of your audience.
Be Focused 
Keeping content focused makes it easier to 
consume and keeps it relevant.
Be Focused 
Bonus Benefit: Focused content helps fill out 
your content calendar
Be Focused 
Tip 2: Be focused. Each piece of content 
should have one purpose, one benefit, one 
audience. #sharingiscarin...
3. 
Be Accommodating
Be Accommodating 
Don’t forget about the masses.
Be Accommodating 
As you’re making your very selfish content for a 
very specific audience…
Be Accommodating 
Make sure you’re doing that for each of your 
audience segments.
Be Accommodating 
Good content marketing should reach everyone 
you want to reach.
Be Accommodating 
Not just the geeks with a Twitter account.
Be Accommodating 
Create content that accommodates your 
audiences preferences.
Be Accommodating 
Some people only share blogs, some only 
whitepapers, some just vines or tweets.
Be Accommodating 
So, do the research. Find out what your 
audience likes. Then create that.
Be Accommodating 
Bonus Benefit: Creating content in multiple 
forms helps keep your channels populated.
Be Accommodating 
Tip 3: Be accommodating. Create content in 
various forms to appeal to your audiences 
preferences #shar...
4. 
Be Shockingly Creative
Be Shockingly Creative 
You need to grab their attention. 
Immediately.
Be Shockingly Creative 
By 2015 
The 
Average 
Person 
Will be exposed to 
15.5 hours 
of content per day 
That’s 74 gigab...
Be Shockingly Creative 
That’s what your content is competing with. 
You need to stand out. How?
Be Shockingly Creative 
You need to be creative. 
Shockingly creative.
Be Shockingly Creative 
Not this kind of shocking. 
No gimmicks.
Be Shockingly Creative 
This kind of shocking. Creativity stands out. 
It’s what people remember.
Be Shockingly Creative 
Your audience can’t care about content they 
can’t remember.
Be Shockingly Creative 
Tip 4: Be shockingly creative. Bust through the 
noise, get creative, create memorable content. 
#...
5. 
Be Storytellers
Be Storytellers 
Remember Jonah Berger? 
He said that people share stories. 
Because people care about stories.
Be Storytellers 
After a presentation like this, only 5% of you 
will remember the stats listed. 
http://www.gsb.stanford....
Be Storytellers 
But 63% of you will remember the stories. 
http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.h...
Be Storytellers 
So, tell a story with your content.
Be Storytellers 
Tell your brand story.
Be Storytellers 
Tell a customer story.
Be Storytellers 
Most companies are sitting on a mountain of 
stories, start sharing them!
Be Storytellers 
Tip 5: Be storytellers. People care about 
stories so make sure your content tells a story. 
#sharingisca...
Sharing is Caring 
What have we learned so far?
Sharing is Caring 
In order to get people to share your content, they 
need to care about it.
Sharing is Caring 
You can’t make people care about your content, but 
you can make content that people will care about.
Sharing is Caring 
1. Be Selfish 
2. Be Focused 
3. Be Accommodating 
4. Be Shockingly Creative 
5. Be Storytellers
Sharing is Caring 
You need to apply these 5 rules to your content 
strategy. Use the checklist.
6. 
Bonus Tip
Bonus Tip 
Make it easy for your audience to share 
your content.
Bonus Tip 
Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. 
#sharingiscaring #...
Bonus Tip 
Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. 
#sharingiscaring #...
Bonus Tip 
Because this presentation is my content and 
B2B marketers are my audience.
Thank You 
katie@birddog.co.uk 
@katiecanton 
@birddogb2b 
www.birddog.co.uk 
#sharingiscaring
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Sharing is Caring: People Only Share Content They Care About - Katie Canton

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Presentation given by Katie Canton, Head of Social Media, Birddog, at the B2B Marketing Conference, London, 2014.

Everyone at every conference, on every blog, in every part of the world seems to be banging on about content marketing: that “we all need content marketing”, that “content marketing is the future”, that “if you do one thing this year, you should create more content”. And they’re right. All of them. But, what everyone seems to be glossing over is that for content marketing to work, people need to share your content. And for people to share your content, they need to care about your content, emotionally. So, how do you get your audience to care about your company’s content?

Published in: Marketing
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Sharing is Caring: People Only Share Content They Care About - Katie Canton

  1. 1. SHARING is CARING Katie Canton Head of Social Media www.birddog.co.uk @katiecanton People Only Share Content They Care About So How Do You Make Them Care?
  2. 2. Content Marketing B2B marketing is now all about Content Marketing.
  3. 3. Content Marketing Which is actually alright...
  4. 4. Content Marketing Content Marketing helps to achieve a number of business goals.
  5. 5. Content Marketing A. B. Content People Sharing It BUT Content Marketing only works if you have…
  6. 6. Content Marketing By now, you should have content. The problem? Nobody’s sharing your content.
  7. 7. Q. How do you get them to share your content? A. They need to care about it.
  8. 8. Sharing is Caring Think about the last piece of content you shared. Why did you share it?
  9. 9. Sharing is Caring According to Jonah Berger, there are 6 reasons people share stuff.
  10. 10. Sharing is Caring It makes you look good It tells a story It gives practical value It’s emotional People are sharing it You’re triggered
  11. 11. Sharing is Caring It makes you look good It tells a story It gives practical value It’s emotional People are sharing it You’re triggered
  12. 12. Sharing is Caring So, in order for people to share your content, they first have to care about it.
  13. 13. Q. How do you make them care about your content? A. Wrong question.
  14. 14. Making Them Care It’s never a good idea to make the audience do something.
  15. 15. Making Them Care That may work in B2C
  16. 16. Making Them Care That may work in B2C, but we’re B2B!
  17. 17. Making Them Care Our sales cycles are longer, our prices are higher and our audiences are smarter!
  18. 18. Q. How do you make content that they’ll care about? A. Good question. Glad you asked!
  19. 19. Making Content + 1 Little Bonus Tip
  20. 20. 1. Be Selfish
  21. 21. Be Selfish Think about what you care about.
  22. 22. Be Selfish You care about your family, friends, career, pets, your football team, your next holiday…
  23. 23. Be Selfish YOU YOUYOU YOU YOU YOU You, you, you, you. Gosh, you lot are selfish.
  24. 24. Be Selfish So is your audience. What’s in it for them?
  25. 25. Be Selfish Your content needs to clearly (and quickly) let the audience know what’s in it for them.
  26. 26. Be Selfish Because that’s all they care about. Selfish Bastards!
  27. 27. Be Selfish Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton
  28. 28. 2. Be Focused
  29. 29. Be Focused Don’t be everything to everyone.
  30. 30. Be Focused Make each piece of content focused on one thing.
  31. 31. Be Focused Share one interesting story. Solve one problem for one part of your audience.
  32. 32. Be Focused Keeping content focused makes it easier to consume and keeps it relevant.
  33. 33. Be Focused Bonus Benefit: Focused content helps fill out your content calendar
  34. 34. Be Focused Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton
  35. 35. 3. Be Accommodating
  36. 36. Be Accommodating Don’t forget about the masses.
  37. 37. Be Accommodating As you’re making your very selfish content for a very specific audience…
  38. 38. Be Accommodating Make sure you’re doing that for each of your audience segments.
  39. 39. Be Accommodating Good content marketing should reach everyone you want to reach.
  40. 40. Be Accommodating Not just the geeks with a Twitter account.
  41. 41. Be Accommodating Create content that accommodates your audiences preferences.
  42. 42. Be Accommodating Some people only share blogs, some only whitepapers, some just vines or tweets.
  43. 43. Be Accommodating So, do the research. Find out what your audience likes. Then create that.
  44. 44. Be Accommodating Bonus Benefit: Creating content in multiple forms helps keep your channels populated.
  45. 45. Be Accommodating Tip 3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton
  46. 46. 4. Be Shockingly Creative
  47. 47. Be Shockingly Creative You need to grab their attention. Immediately.
  48. 48. Be Shockingly Creative By 2015 The Average Person Will be exposed to 15.5 hours of content per day That’s 74 gigabytes of data. That’s 9 DVDs worth. Every day. http://www.marshall.usc.edu/faculty/centers/ctm/research/how-much-media
  49. 49. Be Shockingly Creative That’s what your content is competing with. You need to stand out. How?
  50. 50. Be Shockingly Creative You need to be creative. Shockingly creative.
  51. 51. Be Shockingly Creative Not this kind of shocking. No gimmicks.
  52. 52. Be Shockingly Creative This kind of shocking. Creativity stands out. It’s what people remember.
  53. 53. Be Shockingly Creative Your audience can’t care about content they can’t remember.
  54. 54. Be Shockingly Creative Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton
  55. 55. 5. Be Storytellers
  56. 56. Be Storytellers Remember Jonah Berger? He said that people share stories. Because people care about stories.
  57. 57. Be Storytellers After a presentation like this, only 5% of you will remember the stats listed. http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html
  58. 58. Be Storytellers But 63% of you will remember the stories. http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html
  59. 59. Be Storytellers So, tell a story with your content.
  60. 60. Be Storytellers Tell your brand story.
  61. 61. Be Storytellers Tell a customer story.
  62. 62. Be Storytellers Most companies are sitting on a mountain of stories, start sharing them!
  63. 63. Be Storytellers Tip 5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton
  64. 64. Sharing is Caring What have we learned so far?
  65. 65. Sharing is Caring In order to get people to share your content, they need to care about it.
  66. 66. Sharing is Caring You can’t make people care about your content, but you can make content that people will care about.
  67. 67. Sharing is Caring 1. Be Selfish 2. Be Focused 3. Be Accommodating 4. Be Shockingly Creative 5. Be Storytellers
  68. 68. Sharing is Caring You need to apply these 5 rules to your content strategy. Use the checklist.
  69. 69. 6. Bonus Tip
  70. 70. Bonus Tip Make it easy for your audience to share your content.
  71. 71. Bonus Tip Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton Tip 3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton Tip 5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton Remember these tweets from throughout the presentation?
  72. 72. Bonus Tip Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton Tip 3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton Tip 5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton Those were there to make it as easy as possible for you to share this content.
  73. 73. Bonus Tip Because this presentation is my content and B2B marketers are my audience.
  74. 74. Thank You katie@birddog.co.uk @katiecanton @birddogb2b www.birddog.co.uk #sharingiscaring

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