Content marketing tools and tips for simplifying content marketing around valued audiences. Also, a deck to share with anyone who doubts the value of content marketing.
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How to Simplify Context And Build Trust In Content Marketing
1. HOW TO SIMPLIFY CONTEXT AND BUILD TRUST
IN CONTENT MARKETING
Paul Feiner | @PaFein
2. 7 OUT OF 10 BUSINESSES
ARE PRODUCING MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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3. BUT AS MORE MARKETERS
TAKE THE LEAP TO INVEST IN
CONTENT MARKETING...
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4. CONSUMERS CHANGE FASTER THAN BRANDS ADAPT
WHERE BRANDS HAVE EXPERTISE
WHERE CONSUMERS ARE
1 Billion+
1 Billion+
240m
280m
2013 MEDIA USAGE
7. AND A RAPIDLY CHANGING DECISION PROCESS
Traditional 3-step Mental Model
Average purchase decision now requires 10+ sources
Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com
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8. IT’S NO WONDER SO MANY
BRANDS STRUGGLE TO
PRODUCE CONTENT
AUDIENCES VALUE.
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10. BUT 7 OUT OF 10 MARKETERS
WILL PRODUCE MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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12. “Content marketing is
perhaps alone in its
ability to be a successful
endeavor at every phase
of the customer lifecycle.”
-JAY BAER
http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/
13. BUT WHAT ARE THE RISKS OF GETTING
CONTENT & CONTEXT WRONG?
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CONSUMERS &
PLATFORMS WILL
FILTER YOU OUT
19. “The most important question in marketing is..."
“Do they trust me enough to believe my promises?”
“Without that, you have nothing.”
-Seth Godin
http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html
21. On Content Marketing
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
- Jim Cuene
22. DEFINE A CLEAR & VALUED AUDIENCE
THAT SHARES YOUR PURPOSE.
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24. BUILD
AUDIENCE
SEGMENTS
• USE FACEBOOK GRAPH
SEARCH TO BEGIN
PROFILING AUDIENCE
• HELP THAT AUDIENCE
• MN SEARCH MARKETERS LIKE...
• CONTRARIAN THINKING
• GLADWELL + VONNEGUT
• LOCAL & INDEPENDENT
• BEER
• MUSIC
• SATIRE
• The ONION + JON STEWART
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25. WHAT CONTENT
SHOULD YOU CREATE?
CONTENT
YOU
CAN DELIVER
Po
or
RO
I
ed
or
gn
I
This
*
RIGHT
AUDIENCE
VALUES
Can’t
Produce
HAS
BUSINESS
PURPOSE
*Assumes content is search-optimized and ties back to business purpose.
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26. FILL CONTENT GAPS FOR YOUR
AUDIENCE’S DECISION JOURNEY
Persona Type
AWARENESS
OUR GOAL
CUSTOMER GOAL
CONTENT CONSUMED
WHERE / HOW
26
RESEARCH
PERSUADE
BUY
REFERRAL
28. THE
MAYO CLINIC
• YOUTUBE CONTENT FOR
SPECIFIC HEALTH ISSUES
• PERSUADES
RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO
PRODUCE VIDEOS
• ANSWERS RENEWING
QUESTIONS
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https://www.youtube.com/watch?v=iJ9bv7jx-Ls
30. Jon Loomer
• DIVERSE CONTENT FOR
ADVANCED FACEBOOK
MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT
WITH INCREASING NEED
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http://www.jonloomer.com/
32. I LOVE
MINNESOTA
SPORTS
• SELF-CREATED JUNE LAST YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• SENSE OF PLACE
• CURATION & CONVERSATION
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36. LAB NOTES
AUTHORITATIVE
CURATION
• WEEKLY CURATED E-MAIL
• FOR CURRENT & POTENTIAL CLIENTS
• SCANNABLE
• NEW BIZ DRIVER
• CURATION & CONVERSATION
QUICK
OUR VOICE HELPS TELL LARGER STORY
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37. “It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
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