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How to Rock Content Marketing in the Age of 'Content Shock'

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Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.

Published in: Marketing, Business

How to Rock Content Marketing in the Age of 'Content Shock'

  1. How to Rock Content Marketing in the Age of ‘Content Shock’ Omaha IABC Communicators Camp October 16, 2014 @carmenhill #commcamp
  2. @carmenhill | #commcamp
  3. Holy cats! Can you say branded content’?! @carmenhill | #commcamp
  4. “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience—and ultimately drive profitable customer action.” ~ Content Marketing Institute What is content marketing? @carmenhill | #commcamp
  5. Content marketing 5 years ago… Image: Randy Chiu, Creative Commons 2.0
  6. Content marketing now Image: Randy Chiu, Creative Commons 2.0
  7. 86% of B2B companies are using content marketing. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
  8. 77% of B2C companies are using content marketing. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
  9. 70% of B2B companies are creating more content than a year ago. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
  10. 69% of B2C companies are creating more content than a year ago. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
  11. 55% of B2B marketers plan to spend more on content marketing in the next 12 months. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
  12. 59% of B2C marketers plan to spend more on content marketing in the next 12 months. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
  13. Gartner Digital Marketing Hype Cycle Content marketing: ascending the “Peak of Inflated Expectations” Peak of inflated expectations Plateau of productivity Trough of disillusionment Technology trigger Slope of enlightenment @carmenhill | #commcamp
  14. Mark Schaefer Content Shock: The emerging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it. http://www.businessesgrow.com/2014/01/06/content-shock/
  15. http://contentmarketinginstitute.com/2014/01/content-shock-trend-content-marketing-myth/
  16. http://www.thesaleslion.com/problem-content-shock-marketing/
  17. http://www.copyblogger.com/content-shock/
  18. http://www.christopherspenn.com/2012/11/how-to-fix-the-sad-state-of-content-marketing/
  19. “While there is certainly buzzworthy content out there, some of which is even snackable, I do think content in general could be more relevant, more bite-size, and make a stronger brand impression with trending keywords and a more responsive design…”
  20. This is not exactly new. @carmenhill | #commcamp
  21. Doug Kessler called it back in 2013… @carmenhill | #commcamp You can find the rest of Doug’s slideshare here.
  22. More content is not the answer • On the average website 0.5% of the content drives more than 50% of the traffic. • Studies suggest that as much as 70% of marketing content goes completely unused. • The real problem is volume and poor quality (in other words, too much crappy content). ~ Michael Brenner, “Is Content Marketing a Sustainable Marketing Strategy?” @carmenhill | #commcamp
  23. So what are we going to do about it? @carmenhill | #commcamp
  24. Spend more & work harder? @carmenhill | #commcamp
  25. Spend & work smarter @carmenhill | #commcamp
  26. Spend & work smarter • Be first • Be different • Be strategic "" @carmenhill | #commcamp
  27. Spend & work smarter • Be first • Be different • Be strategic " @carmenhill | #commcamp
  28. Spend & work smarter • Be first • Be different • Be strategic " @carmenhill | #commcamp
  29. Be first Early adopters earn the advantage. @carmenhill | #commcamp
  30. Be first In content marketing, there’s no such thing as “fashionably late.” @carmenhill | #commcamp
  31. Early to online advertising 1994: AT&T runs the first banner ad and gets a 44% click rate! Today? It would be more like 0.1% http://mashable.com/2013/08/09/first-banner-ad/ @carmenhill | #commcamp
  32. Early to blogging: River Pools
  33. It takes time to build an audience. River Pools got the jump on competitors.
  34. Early to the event ebook…
  35. Early to mobile content #6secondscience #lowesfixinsix
  36. “The unexpected nature of something completely new breaks through the filters. ~ Eric Wittlake @carmenhill | #commcamp
  37. “By the time something is broadly recognized as the next great opportunity, it’s really just table stakes.” ~ Eric Wittlake @carmenhill | #commcamp
  38. “The investor of today does not profit from yesterday's growth.” ~ Warren Buffett
  39. Be different Stand out from the stream. @carmenhill | #commcamp
  40. “Your content has to be fun, be funny, look great... You’ve got to stand out and aesthetics are critical.” ~ Lee Odden, Author, Optimize @carmenhill | #commcamp
  41. Words matter (a lot), but they’re not enough • Consumers are 44% more likely to engage with brands if they post pictures than any other media. • Visual content increases impact. o Whitepaper: 8,000 views o SlideShare: 350,000+ @carmenhill | #commcamp
  42. @carmenhill | #commcamp
  43. @carmenhill | #commcamp
  44. “One of the biggest misconceptions in B2B marketing is that you have to take yourself so seriously all the time and not have any fun.” @carmenhill | #commcamp
  45. Funny: #shipmypants @carmenhill | #commcamp
  46. Funny: yes, even in B2B @carmenhill | #commcamphttp://www.youtube.com/watch?v=Z1xKpm0nURk
  47. “Even if you sell technology or toasters or apartments or apps, your story is about people.” ~ Ann Handley, Author, Content Rules and Everybody Writes @carmenhill | #commcamp
  48. What’s your hook? Image: Chaukar, Creative Commons 2.0
  49. Case study: Xerox ‘Get Optimistic’ Business is an act of optimism.
  50. Integrated content strategy
  51. Interactive infographic
  52. Be strategic F ocus. Filter. Find your edge. @carmenhill | #commcamp The essence of strategy is choosing what not to do. ~ Michael Porter
  53. Who’s your audience?
  54. “It’s not about finding the right lure. It’s about finding the right pond.” ~ Tom Webster, Edison Research
  55. Who does your audience listen to? Extend your reach by engaging and earning the trust of relevant influencers. Leverage 1: the action of a lever or the " mechanical advantage gained by it 2: power, effectiveness, e.g., trying to gain more political leverage ~ Merriam Webster
  56. Case Study: Illumina
  57. @carmenhill | #commcamp
  58. @carmenhill | #commcamp
  59. @carmenhill | #commcamp
  60. Fast forward… Illumina webinar: Starring Dr. Jennifer Gardy
  61. Be awesome First. Different. Strategic. @carmenhill | #commcamp
  62. “Your rival for online attention isn't your competition. It’s everything.” ~ Jay Baer, Author, Youtility
  63. Not interesting Not useful Useful Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Interesting Good for social media. Bad for SEO. Good for SEO Bad for social media. @carmenhill | #commcamp
  64. Useful and interesting Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Not interesting Not useful Useful Interesting @carmenhill | #commcamp
  65. Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Not interesting Not useful Useful Interesting Goal: 80% @carmenhill | #commcamp
  66. Don’t be afraid to take (intelligent) risks Safe bread & bu+er Innova0ng on what works Risky 8 0 Coca Cola Company’s 70/20/10 rule @carmenhill | #commcamp
  67. “The ones who thrive in this new world of chaos will be those who make their own rules.” Photo: Cleveland.com ~ Kevin Spacey
  68. Tools, templates & tips to make your job easier @carmenhill | #commcamp
  69. 6 go-to sources for tools, templates & tips Content Marketing Institute Hubspot Kapost Marketo Uberflip Copyblogger
  70. CMI: Strategy & Planning Content Marketing Institute Website
  71. Hubspot: templates galore Resource Library
  72. Uberflip: 400 (!) free visuals Uberflip free visuals Resource Library
  73. Marketo: eBooks, guides & how-tos Lean Content Marketing eBook Resource Library
  74. Kapost: content auditor tool (& more!) Free content audit tool Resource Library
  75. Copyblogger: 20-part course Copyblogger.com
  76. Content Marketing Books
  77. Thank you! You can find me: @carmenhill linkedin.com/in/carmenhillpdx slideshare.net/carmenhill

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