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Taking the "Boring" Out of Content Marketing

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Getting your audience to pay attention to your content can take as much or as little time as you are able to put in. Our Social Times presents case studies and specific content examples that you can easily apply to your business or service. Feel free to get in touch for an informal chat. stef@oursocialtimes.com

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Taking the "Boring" Out of Content Marketing

  1. 1. Taking the Zzzzzzz out of Content Marketing © Our Social Times – All Rights Reserved
  2. 2. • The creation (and curation) of relevant and valuable content • Not selling; focus on making buyer more intelligent/enlightened. • Why use it? Because it works. Source: Content Marketing Institute © Our Social Times – All Rights Reserved What is content marketing?
  3. 3. • My product/service is too dull to be interesting. - Electrical connector manufacturer • Angle: Interesting fact. They are designed to work in extreme conditions. (The connectors, not the manufacturers.) I.e. Underwater, in the desert. Case Study #1 © Our Social Times – All Rights Reserved
  4. 4. • Blog Post: 10 things that shouldn’t work underwater, but do. – Includes a video of a car that doubles as a submarine, and pogo sticks, guns and babies. – Their live connectors were also displayed in a fish tank without the fish being electrocuted. Content Solution © Our Social Times – All Rights Reserved
  5. 5. • I don’t have time/access to interesting content, especially photos. - Construction consultancy • Angle: Curate existing content. • Shocking collection of photos called ‘Idiots on Ladders’ by the Ladder Association. Case Study #2 © Our Social Times – All Rights Reserved
  6. 6. • Why it works: People doing stupid things on ladders is very interesting. • Share (curate) content via Twitter and Facebook, engaging followers and attracting new leads. Content Solution © Our Social Times – All Rights Reserved
  7. 7. • My product/service is too complicated to be fun. - Industrial fan company • At Social Media Marketing 2013, Doug Kessler presented two businesses, both selling industrial sized fans, but with very different strategies. • Angle: Listen to your customers. How do they explain your product? What makes it stand out to them? Case Study #3 © Our Social Times – All Rights Reserved
  8. 8. “Big Ass Fans” • A customer exclaimed “Wow, that’s a big ass fan.” It stuck. Content Solution © Our Social Times – All Rights Reserved
  9. 9. Create exciting ‘shareable’ content © Our Social Times – All Rights Reserved
  10. 10. • Blog + guest blog post • Video (Interview, demo, animation) • Presentation (SlideShare or Prezi) • Infographic • Interview (Customer, in-house/third-party expert) • White paper/report • Webinar • Microsite • Print article (They still exist!) • Event • Survey or contest • Others? (e-newsletter, checklist…) Types of shareable content © Our Social Times – All Rights Reserved
  11. 11. Blog Post © Our Social Times – All Rights Reserved
  12. 12. 1. Use compelling statistics or facts – e.g. 7% of Twitter users aren’t human 2. Make it interesting – e.g. 10 inventions that shouldn’t work under water, but do 3. Make it easy – e.g. 5 things you didn’t know about Bluetooth 4. Make it topical – e.g. What today’s Bluetooth launch means for you 5. Optimise it – e.g. The beginner’s guide to low energy products Writing a great blog title © Our Social Times – All Rights Reserved
  13. 13. Business: Sculpting/Stone Carving • What about stone carving might you find interesting? – Examples: How to carve stone, why it’s a better/different alternative to wood, 10 most famous stone carvings in the world... • Remember to make sure it’s interesting, optimised or topical, or make it easy for the reader. Now let’s try it! © Our Social Times – All Rights Reserved
  14. 14. Video © Our Social Times – All Rights Reserved
  15. 15. Cisco Champion Teren B. (@SomeClown) asks Dave Evans, Cisco Chief Futurist "How will the Internet Of Everything help us manage our health?" Watch Dave's answer and read his blog: http://cs.co/jlbYTk7k. Great videos are often: 1. Short (less than 1 minute long) 2. Personal / real 3. Genuinely interesting 4. Branded 5. Include a call to action Creating a great video © Our Social Times – All Rights Reserved
  16. 16. Business: Author, YA fantasy novel • Think of a subject that our author could create a short video about. – Examples: Introduction to stories, characters, set the scene; crowdfunding video… • What will make it interesting and personal /genuine – and what will the call to action be? Let’s try it! © Our Social Times – All Rights Reserved
  17. 17. Presentation © Our Social Times – All Rights Reserved
  18. 18. 1. Use a great cover image 2. Focus on a narrow topic (not broad) 3. Optimise your presentation notes (for SEO) 4. Re-format your slides to tell the whole story 5. Use more slides, say less on each 6. Embed links - SlideShare links are clickable 7. Upload to SlideShare in the morning - better chance of hitting the homepage 8. Use humour… Creating a great presentation © Our Social Times – All Rights Reserved
  19. 19. Company: Legal Copywriting • What is an interesting, yet narrow topic that a legal copywriter could make a presentation on? • Examples: 8/10 lawyers say content marketing is a key referral source; How lawyers can benefit from outsourcing their copywriting. • Keep in mind, who is your audience? What information they find useful/valuable? Let’s try it! © Our Social Times – All Rights Reserved
  20. 20. Infographics © Our Social Times – All Rights Reserved
  21. 21. • Infographics tell a story thorough the use of statistics, process, history of… • Seed them onto blogs and across Twitter, LinkedIn, Pinterest and other networks. Create shareable infographics © Our Social Times – All Rights Reserved
  22. 22. Business: Lingerie shop • Think of an infographic concept that would capture the imagination of your target market? – Examples: Comfortable and sexy lingerie (that women actually love to wear!), How lingerie has changed over the ages (you might be surprised!)… • What kind of information would you display – and how? Let’s try it! © Our Social Times – All Rights Reserved
  23. 23. Webinar © Our Social Times – All Rights Reserved
  24. 24. • 1-hour long • 4 participants: host, 2 guest speakers, sponsor speaker • Try to avoid presentations (esp. ppt) • Engage with audience (Q&A) • Make recording available afterwards (‘listen again’) Run a great webinar © Our Social Times – All Rights Reserved
  25. 25. Business: Homemade gifts made easy • What webinar topic could homemade gifts produce with at least one industry leading expert? • Examples: How to create an at-home Easter extravaganza (with guest Miss Sueflay)… • Remember to keep it short (1 hour) and ensure you’re engaging with your audience, taking questions, etc. Let’s try it! © Our Social Times – All Rights Reserved
  26. 26. • Deliver relevant, consistent and valuable content and consumers will reward you with their loyal business. • No topic is too boring. Dig a little deeper. Ie. 10 things that shouldn’t work underwater, but do. • The internet has everything you need. Use existing content if it makes sense for your brand ie. Idiots on Ladders (Give credit!) • Listen to your customers. Present your business how they want/like to see it. “Big Ass Fans.” • Mix it up. There are lots of different kinds of content (blogs, video, infographics, webinars,…) Find those relevant for your business and start exploring. Summary © Our Social Times – All Rights Reserved
  27. 27. We specialise in content marketing and lead generation for businesses that think they’re boring. If that’s you, please get in touch for an informal chat. © Our Social Times – All Rights Reserved stef@oursocialtimes.com +44 (0)845 463 1435 www.oursocialtimes.com

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