The Three Ps of Content Marketing - TFM&A 2015
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Steve Kemish delivered a presentation at TFM&A London 2015 on content marketing and the three Ps. Download the deck here now.
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The Three Ps of Content Marketing - TFM&A 2015
- 1. The three Ps of content marketing Steve Kemish F IDM Managing Partner, Junction @skemmo
- 2. Where does this session fit in Who - Audience What - Message How- Channel Data Segmentation Persona Content Marketing Story Telling Behavioural Economics Marketing Automation Inbound Marketing Outbound Marketing
- 3. B2C VS. B2B Same Same but Different?
- 5. SOCIAL Part of Inbound Marketing Inbound Marketing SEO CONTENT
- 8. The risks (or what every other marketer does)
- 11. Field of dreams fail
- 13. Social Research Trends Insight Content Creation Optimise Content Promote Content Mapping Website Launch Newsjack Persona Mapping Community Mapping Engage Host Content Share Report & Analyse Blog Creation Objectives Research Primary & Secondary Content Strategy Content Launch Persona Review Planning Promotion Production
- 14. 1. Planning
- 15. @junctionagency
- 16. Listening Influencers (and who to recruit) Attitudes Triggers Pain Points Hot Topics Who Demographics Where Competition Share of the conversation What Is already working When
- 17. Content audit • What have you got • Map to sales cycle/funnel • Map to segments or personas • Look to reuse, recycle or reboot
- 19. @junctionagency
- 21. How we see content: reach – raise – elevate @junctionagency
- 22. Hygiene, at its best
- 23. How to measure - Starter for 10 Measurement Awareness Engagement Response Advocacy How many accounts content reached Number of new fans/followers Number of registrations Number of RTs How many impressions across the reached accounts Number of comments Number of Sales Number of earned conversations Share of Voice Number of conversations Number of Requests Sharethis/addthis metrics Number of Views/Visits Number of coupons downloaded Sentiment Number of submissions Number of clicks Effectiveness Cost per Impression Cost per engagement Cost per lead or Sale Cost per referral Cost per unique visitor Cost per follower Retention rates Cost per sales/ lead Average purchase cost
- 25. 2. Production
- 26. Social Research Trends Insight Content Creation Optimise Content Promote Content Mapping Website Launch Newsjack Persona Mapping Community Mapping Engage Host Content Share Report & Analyse Blog Creation Objectives Research Primary & Secondary Content Strategy Content Launch Persona Review Planning Promotion Production
- 28. SEO: human vs. spider
- 29. Personas • Build personas because you’ll get closer to the people • It will give you someone to aim for specifically – Name – Role – Interests inside and outside of the office – Who do they influence? – Who influences them? – What are their pain points? – Where are they in the buying process? • This will help find the CAUSE to back
- 30. Provoking an emotional response
- 31. Behavioural Economics mixes human psychology and neuro-science to scientifically test what people do under certain decision-making scenarios. This field of study has led to several Nobel Prizes, and most importantly for us, a scientific framework to use in marketing – all based on empirical evidence and the science of how decision-making is determined. Behavioural Economics Other terms you’ll hear thrown around Neuro-marketing Decision science Buyer psychology
- 32. Remember we are predictably unpredictable Vs
- 33. In practice: The Decoy Effect “We don’t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly.” Predictably irrational – Dan Ariely 16% 0% 84% 68% 32%
- 34. The principle of framing
- 36. Intangible value
- 40. Language ‘Descriptively obvious’ headlines, titles etc. Say it once, say it twice, say it thrice and so on ‘System 1’ marketing Simple clear language actually helps thought leadership, expert positioning and consultancy-led selling and positioning Follows the language point. But if we make people think too much, people skip and move on Repetition aids believability, reduces perceived risk and moves a brand or message into the auto-pilot
- 41. 3. Promotion
- 42. Social Research Trends Insight Content Creation Optimise Content Promote Content Mapping Website Launch Newsjack Persona Mapping Community Mapping Engage Host Content Share Report & Analyse Blog Creation Objectives Research Primary & Secondary Content Strategy Content Launch Persona Review Planning Promotion Production
- 43. It’s great when your content gets consumed
- 44. Don’t aim to get consumed Aim to GET SHARED
- 45. But when it gets processed and shared there’s more benefit
- 46. Influence sharing • Appeal to customer motivation to connect with each other – not just with your brand – Fractal Marketing (taking something, changing it and passing it on) – not just viral • Trust is the cost of entry for getting shared • KISS and it gets shared and it wont get muddled • Appeal to their sense of humour • Embrace a sense of urgency
- 47. Distribution channels • Email • Facebook • Twitter • LinkedIn • YouTube • Google+ • Forums • Search (SEO) • Content Distribution Software • Internally • Face to face • Events
- 48. Content is key Content powers all digital activity and must be compelling to the audience To succeed, brands must earn their position with content • Old SEO - content created for link placement • New SEO - content driven by user needs • Visibility is an outcome of content consumption
- 49. Thanks for listening download these slides now at: www.slideshare.net/skemmo steve.kemish@junction-agency.com @skemmo
Editor's Notes
- Here is the picture for B2B in 2013 Content Marketing Institute
- Listening informs should inform your strategy, tactics and actions
- Channel specific Blogging and outreach, this might include search engine rankings, number of comments Onsite widgets and Apps – might be shared actions or usage lifecycle Benchmark against previous activity or industry averages (when possible)
- This is where Behavioural Economics comes in. Importantly, it’s not about removing choice. Choice just happens, but with Behavioural Economics at least you get a chance to make your option that bit more persuasive.
- Here’s a great example. Standard economic theory suggest we way up the pros and cons of any given situation and make an informed decision based on what we know. On the left: you have a clear warning – if you speed there are cameras and you will get fined. On the right – no warning or threat whatsoever. So which actually results in people reducing their speed more? Yep, the one on the right. Completely irrational and economists will say that in reality people feel that often cameras aren’t operational and so forth. However, people actually maintain a low speed for some time after seeing the camera on the right – they’re not even thinking it consciously. It’s based on a deep down desire ‘to please’. Interestingly, great salespeople understand this. It’s where the assumptive close came from. People generally don’t like conflict.
- So here’s some really quick wins. Ways that will significantly help – and stuff that in my opinion also won’t cost anything. The bit that I’ve found most problematic is point 3 – how do we avoid doing brand new campaigns every couple of weeks?