Content Moments Not Content Marketing - John Lane

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I propose we replace "content marketing" with "content moments." Because people don't want to be sold to. But they do want value from brands. If we start thinking about creating moments that have meaning — experiences that connect, that spark emotion, that illicit action (or reaction) — we'll make a better connection with our audience. This presentation was delivered on May 19, 2015 at the Raleigh Chamber of Commerce BizCon.

Marketing

@johnvlane | @centerline
What The Hell Is Going On Here?

What makes a
@johnvlane | @centerline
moment?

@johnvlane | @centerline
1
Big Point There’s too much focus on
quantity of content
as the path to content
marketing success.

We’re Content Hoarders
@johnvlane | @centerline

We’re Content Hoarders
YOU ARE HERE
@johnvlane | @centerline

@johnvlane | @centerline
1
Questions
you may be
asking
yourself
right now…
Doesn’t quantity of content play a
big role in ﬁndability (SEO)?
If I choose to focus on “less, better”
then how do I choose what to create?
Something completely different from
the audience…?

@johnvlane | @centerline
Big Content vs. Small Ball

Content Inventory, Audit, Gap Analysis.
@johnvlane | @centerline

@johnvlane | @centerline
2
Big Point We truly believe we
know our audience
but we really don’t
know them at all.

Who The Hell Are These People, Really?
@johnvlane | @centerline

What’s so funny?
And why doesn’t she get the joke?
@johnvlane | @centerline
Who The Hell Are These People, Really?

Persona Creation
@johnvlane | @centerline

Feedback Loops & Iteration
@johnvlane | @centerline

CREATE
DELIVER
ACTIVATE
Edit – The Content Lifecycle Optimization
Replace Iterate Promote
PLAN
MONITOR &
MEASURE
@johnvlane | @centerline

@johnvlane | @centerline
2
Questions
you may be
asking
yourself
right now…
So are you saying that personas are
the most important thing or a waste
of time?
How do I determine the best metrics
and systems for my situation?
Something completely different
from the audience…?

Cognitive Ease vs. Cognitive Strain
@johnvlane | @centerline

Tools To Help You Get To “Why”
@johnvlane | @centerline

@johnvlane | @centerline
3
Big Point
To achieve relevance with your audience,
focus on context.
And to keep up with ever changing
context, think in terms of
agile marketing.

…not necessarily Agile.
@johnvlane | @centerline

“We’re looking at who’s written those comments, what their influence is and
what comments have the most potential for helping us create new content.”
Iain Tait - Global Interactive Creative Director at Wieden+Kennedy
@johnvlane | @centerline

Heisenberg’s Uncertainty Principle
@johnvlane | @centerline

@johnvlane | @centerline
3
Questions
you may be
asking
yourself
right now…
How fast are things (channels,
mediums, “marketing”) really changing?
How can I keep up (especially if I’m
doing everything by myself)?
Are we done yet?!
Something completely different
from the audience…?

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Content Moments Not Content Marketing - John Lane

1. not Content Marketing John Lane Chief Strategy Ofﬁcer Content Moments

2. @johnvlane | @centerline What The Hell Is Going On Here?

3. What makes a @johnvlane | @centerline moment?

4. @johnvlane | @centerline

6. @johnvlane | @centerline 1 Big Point There’s too much focus on quantity of content as the path to content marketing success.

7. We’re Content Hoarders @johnvlane | @centerline

8. We’re Content Hoarders YOU ARE HERE @johnvlane | @centerline

9. @johnvlane | @centerline

10. @johnvlane | @centerline

11.

12. @johnvlane | @centerline

13. @johnvlane | @centerline 1 Questions you may be asking yourself right now… Doesn’t quantity of content play a big role in ﬁndability (SEO)? If I choose to focus on “less, better” then how do I choose what to create? Something completely different from the audience…?

14. @johnvlane | @centerline Big Content vs. Small Ball

15. Content Inventory, Audit, Gap Analysis. @johnvlane | @centerline

16. Content Inventory, Audit, Gap Analysis.

17. Create New Math World Relevance Age + Accuracy + Utility + Channel Distribution Brand Relevance Message + Design + Effectiveness @johnvlane | @centerline

18. @johnvlane | @centerline 2 Big Point We truly believe we know our audience but we really don’t know them at all.

19. Who The Hell Are These People, Really? @johnvlane | @centerline

20. What’s so funny? And why doesn’t she get the joke? @johnvlane | @centerline Who The Hell Are These People, Really?

21. Persona Creation @johnvlane | @centerline

22. @johnvlane | @centerline

23. @johnvlane | @centerline

24. Feedback Loops & Iteration @johnvlane | @centerline

25. CREATE DELIVER ACTIVATE Edit – The Content Lifecycle Optimization Replace Iterate Promote PLAN MONITOR & MEASURE @johnvlane | @centerline

26. @johnvlane | @centerline 2 Questions you may be asking yourself right now… So are you saying that personas are the most important thing or a waste of time? How do I determine the best metrics and systems for my situation? Something completely different from the audience…?

27. Cognitive Ease vs. Cognitive Strain @johnvlane | @centerline

28. Tools To Help You Get To “Why” @johnvlane | @centerline

29. Tools To Help You Get To “Why” @johnvlane | @centerline

30. Tools To Help You Get To “Why” @johnvlane | @centerline

31. @johnvlane | @centerline 3 Big Point To achieve relevance with your audience, focus on context. And to keep up with ever changing context, think in terms of agile marketing.

32. @johnvlane | @centerline agile…

33. …not necessarily Agile. @johnvlane | @centerline

34. @johnvlane | @centerline

35. @johnvlane | @centerline

36. “We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.” Iain Tait - Global Interactive Creative Director at Wieden+Kennedy @johnvlane | @centerline

37. Heisenberg’s Uncertainty Principle @johnvlane | @centerline

38. @johnvlane | @centerline 3 Questions you may be asking yourself right now… How fast are things (channels, mediums, “marketing”) really changing? How can I keep up (especially if I’m doing everything by myself)? Are we done yet?! Something completely different from the audience…?

39. Content Goals Are About Movement

40. Content Goals Are About Movement

41. Map To “Moments Of Need”

42. THANK YOU! @johnvlane @centerline

43. Resources Tom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) Cait Smith: “Navigating How Humans Think” @johnvlane | @centerline

Content Moments Not Content Marketing - John Lane

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