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Content Everywhere: 5 tactics to try when everyone is already doing content
- 1. Content Everywhere: 5 tactics to try when everyone is already doing content TribeTactics
- 2. The Plan ○ 00:30 ○ The Age of Content ○ What Makes Good Content ○ The Problem ○ 5 Tactics ○ Q&A
- 3. WORKSHOP CITIES: ● Dublin ● Berlin ● Lisbon ● Porto ● Braga ● Amsterdam
- 4. The Age of Content*
- 5. Advertising
- 8. Pillars of a Solid Content Strategy Quality (entertainment, utility) Quantity (consistency) Resonance (personas)
- 9. The Problem
- 10. How Will You Stand Out? ● 93% of marketers use social media for business ● 88% of B2B marketers currently use content marketing as part of their marketing strategy ● 61% of the most effective B2B content marketers meet with their content team daily or weekly. //Forbes, Dec 2015
- 11. Problem: It is difficult to create good content
- 12. Why? 1. Resources (team, energy, ideas, time, money) 2. Relevant only to a small group at a time (personas) 3. High competition Problem: It is difficult to create good content
- 13. Is It A Good Thing Everyone’s Doing Content?*
- 14. “ Ideal Scenario
- 17. Where we are now: ● Good content is proven to drive leads BUT ● Good content is everywhere ● Good content needs resources
- 18. “The reality is that customers don’t solely make their decisions based on company- crafted videos, ebooks and infographics Jay Baer
- 19. “Before parting with their money, customers want to hear the story from someone other than the marketing department Jay Baer
- 20. It’s difficult to create good content [yourself]
- 21. It’s difficult to create good content [yourself] Collaborative Content
- 22. 5 TACTICS
- 24. 28m paying users 99m total users
- 25. Playlists There are TWO Types Collaborative Playlists
- 26. Why Spotify Playlists? ○ Commuting, Working, Exercising, Chilling ○ People love sharing good music ○ Great opportunity to showcase your brand personality ○ Co-creation Opportunities
- 27. How it Works
- 29. Use Cases ○ Gym ○ Yoga club ○ Library bookstore ○ Butcher ○ Flowershop
- 30. Use Cases ○ Gym motivation/upbeat ○ Yoga club meditation music ○ Library bookstore jazz, classical ○ Butcher bbq playlist, dubstep ○ Flowershop songs to play after dinner
- 31. How to apply this? Build playlists for your buyer personas 1. Who’s Lifestyle? 2. What music would suit that lifestyle? 3. What will you call the playlist? 4. Build and promote
- 32. Benefits ○ Reach people in a fun, novel way ○ Entertain them while they go about their day ○ Keep your brand top of mind with content
- 33. 2. SPOTlight Content tell someone else’s story
- 34. Spotlight Content ○ Feature your target customer in a way that makes them want to tell a friend
- 36. Example: Sprite
- 37. How to apply this Showcase people/brands your customers value 1. Who’s your target audience? 2. Who (or what) do they care about? 3. How can you reach those people? 4. How can you relate this to your brand?
- 38. Benefits ○ Leverage their social reach ○ Receive their personal recommendation ○ Position yourself as an SME ○ Save time while creating high value content
- 39. 3. Visual Murals foster a sense of community
- 40. Why Visual Murals? ○ Create a visual board of people (or brands) that your customers care about ○ Showcase them based on a unique theme or common factor ○ Leverage brand equity of existing brands
- 42. How to apply this 1. Who’s your target audience? 2. What brands or people do they care about? 3. Pick a theme, and unite those people under it
- 43. Benefits ○ Position yourself as a SME ○ Drive more traffic and increase ranking ○ Get more traffic when people search others ○ Get more inbound content requests
- 45. Why Of**ine Events? ○ High value events about a PASSION ○ Build relationships, manually, and on a 1-1 level ○ Earn their full attention ○ Make them a part of your community
- 47. How to apply this 1. Think of your value proposition 2. What is the passion at the center? 3. What event ideas can you come up with? 4. Who can you call?
- 48. Benefits ○ Leave a lasting impression ○ Meet your customers and prospects face to face ○ Build a sense of community with others
- 49. 5. Partnership Content sponsor someone’s audience
- 50. Why Partnership Content? ○ Create content for someone else in exchange for their audience ○ Give them an opportunity to add value to their members
- 51. Example: Meetups and Groups
- 52. 5 TACTICS: Recap 1. Spotify Playlists 2. Spotlight Content 3. Visual Murals 4. Of**ine Events 5. Partnership Content
- 53. Q & A
- 54. “Everything has been said before, but it’s never been said by you. Your point of view is what makes you interesting. Jory MacKay