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Content Marketing Unwrapped: A beginners guide for Australian communicators

  1. This presentation is #1 in a series – others are • Content marketing and teams • Content marketing thru case studies and stories • Content marketing thru images
  2. For the Twitterati @bobcraw #auscontentm
  3. Content is… Information which communities value because it makes them smarter, more productive, successful, knowledgeable or hits an emotional sweetspot “Your content doesn’t have to be earth shattering just useful” US author: Joe Pulizzi
  4. The machinery behind preparing and sharing content and consistently involving ourselves with communities of interest Content marketing strategy is …
  5. Content marketing is here because … • We are busier than ever • The overload & disruption of 24/7 lives • Trust in large organisations is low • Media landscape is fragmented • Attention grabbing activities are expensive
  6. Australians are busier than ever • Work interferes with our lifestyles • Australian women caught in a double day paradox • 32% believe we have too much work for one person • We work from home - unpaid - 12 hours every month 2012 Australian Work Life Index
  7. Australians are super-connected • 65% of Aussies use social media • We spend 7 hours per week on Facebook • Nearly 80% check social media at home • 6% check social media on the toilet • Multi-screen economy and community Yellow™ 2013 Social Media Report
  8. Australians don’t trust big organisations • 60% of us don’t trust government leaders to tell the truth • Gap between expectations of government and delivery • CEOs are the least credible spokespersons • Very low trust media will do the right thing • Most trust experts, academics & people like us 2013 Edelman Australian Trust Index
  9. Communications have moved from proclamations & declarations to conversations & relationships
  10. Continuous conversations Often run by episodic campaigns Seeks relationships Seeks immediate results Focus on common interests Focus on target audiences Shares the conversations with others Wants to be the only conversation Communications are in transition
  11. What’s in it for audiences Simplifies complexity with good writing Uses traditional and social media Entertains where possible Relies on trusted sources Uses storytelling Focus on design and layout Uses imagery extensively But some similarities remain
  12. 6 steps in content marketing
  13. Have Vision • Identify fundamental business objectives • What type of relationships do we aspire to? (results, frequency, engagement, interaction) • Is it all about us or can we balance our needs with community needs?
  14. Communities Identify communities of interest What relationship do we want with them What content would they value or need Find out their habits of consuming content online & offline
  15. What relationship do we want • A single transaction (a sale, a vote, a subscription) • Ongoing transactions (ongoing support, using programs) • Ongoing support or one-off backing for issues • Temporary or permanent behaviour change
  16. External Sources Internal Sources Online Market & consumer research Customer feedback Search ABS & other government data Frontline feedback Social media commentary Media exposure Complaints & compliments Own web stats Polling and prediction Letters to the Minister/CEO Curate others’ data Expert advice Results from past campaigns Media and online monitoring Learning about communities from
  17. Types of content • Declaration • Product knowledge • Thought leadership • Case studies & stories • User generated content • Curated content
  18. Content using product knowledge Skill people to use products & services How to tools Virtual & counter help teams FAQs & tip sheets Brand recipes Manuals & help videos Demonstrations & site visits
  19. Content using thought leadership Use expertise to engage communities to • Deliver insights • Forecast trends • Explain complex issues
  20. Content using case studies Very effective case studies show People benefitting from what we do Respected 3rd party endorsing our work Effective case studies show Work of staff members & volunteers Support from donors & sponsors Independent experts & analysts Least effective case studies show CEOs & Ministers Corporate PR people Anonymous spokespersons Representative examples
  21. Content using stories Stories motivate, inspire, educate, warn, foretell, simplify and …. entertain Storytelling humanises leaders, ideas, brands & products Stories create curiosity, spur action and invite sharing
  22. What’s my hope? That brands start reinvesting in great stories instead of investing in people to simply blog, tweet and update their Facebook page. Author Mitch Joel
  23. Sourcing content from … • Our people • Others • Online curation
  24. Sourcing content from our people • Frontline staff • First line managers • Policy makers • Technicians & in-house experts • Third parties we fund/support • Downstream organisations • Contractors & suppliers
  25. Show how content is important Get management support Brainstorm ideas Repurpose existing work Provide feedback & thanks Allow time for deadlines Create easy templates & tools Interview staff Approach those we fund Incentivise people
  26. Sourcing content from others In 2013 an ACT Government tourist campaign invited 500 visitors to Canberra to visit and share their opinions with others
  27. Appliance maker Thermomix invites Australian buyers to share recipes
  28. Sourcing content thru curation No need to create all the content Use free online tools to gather relevant information & share with communities
  29. Use images in content marketing because they…. • Transcend literacy, learning & language • Shortcut understanding • Break down complexity • Attract attention • Support an issue
  30. Common content tactics Apps Advertising Blogs, podcasts & vidcasts Competitions E-books Events Games Infographics Influencers Media Mobile platforms Newsletters Online discussions Personal contact Site visits & demonstrations Social media channels Videos & images Website Webinairs White papers
  31. Tactics Australians use • Australians now use an average of 12 content marketing tactics • B2B & B2C marketers use an average of 4 social media platforms • 97% of marketers tailor content at least one way • A minority rate themselves as effective/very effective at content marketing
  32. Finally, measuring content marketing Reach • Who were we exposed to, how & when Engagement • Level of interaction with you, by you & around you • Online & real world support • Commentary Outcomes • Initial business objectives • Audience reaction, attitude & behaviour • Sales, conversions & support
  33. Maine Street Marketing 61 2 6288 0796 61 0401 063 387 @bobcraw Bob Crawshaw on Linked-in Need help creating content or want to share an idea? Contact us

Editor's Notes

  1. Around one quarter of the Australians surveyed report that work frequently (often or almost always) interferes with other life activities;  Women’s work life outcomes are worse than men’s when we take into account differences in work hours;  Mothers have worse work life outcomes than fathers, whether single or partnered;  Managers and professionals have worse work life interference than other occupations;  Work life outcomes are worse for those in female dominated industries, and in jobs that involve interaction and service provision to others. These include retail, accommodation and food services and education and training, allowing for differences in work hours;  Workers in the mining industry have the worst work life outcomes, probably reflecting their long average working hours;  Long hours and a poor fit between actual and preferred working hours are both associated with worse work life outcomes;  Most of those who work long hours would pref