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Does Content Marketing Really Work?
The document discusses how content marketing works and provides advice on how to make it effective. It argues that content marketing is not effective if you just create content and post it without understanding your audience. The key to success is to deeply understand your target audience by knowing details like their demographics, interests, purchase process, and pain points. With this understanding, you can create different types of content tailored to attracting, engaging, and validating decisions for the audience. The document stresses that each piece of content should have a clear intent and be measured based on the corresponding metric, such as traffic for attraction content and conversions for validation content.
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Does Content Marketing Really Work?
- 1. Does Content Marketing Really Work? JamesEllis @TheWarForTalent #ContentJam
- 2. Please tweet: At #contentjam. @TheWarForTalent just rickrolledme and I loved it
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- 4. People who saw content… Were31% less likely to apply for a job
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- 6. james ellis VP, InboundMarketing TMP Worldwide @TheWarForTalent saltlab.com Thank you!
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- 8. Does Content Marketing Really Work? Notthe way most people do it.
- 10. Content Marketing Is Not PixieDust You can’t just sprinkle it on your site and make magical things happen.
- 11. There’s a simple wayto make it work It’s not about the writing
- 12. There’s a simple wayto make it work It’s not about the creativity
- 13. There’s a simple wayto make it work It’s not about the design
- 14. There’s a simple wayto make it work It’s not about the social strategy
- 15. You only need toknow one thing: Whoever knows their audience better wins. Tweet it! bit.ly/cjam2016
- 16. Know your audience? • Whatdo you know about that person? • Do you know how old they are and where they live? • Do they surf on their laptop or phone more? • When they are on their phone, are they more likely to be playing Pokemon Go or listening to a podcast? • When do they need your product? • When do they usually realize they need your product? • When they need your product, is your name top of mind? • When someone needs your product, what do they do next? Google? Consumer Reports? TheWirecutter? Their friends? Facebook and Twitter? LinkedIn? Yelp? Google Maps? Indeed? • Is there a long sales cycle? Do you need to focus on the top of the funnel or farther down?
- 17. You can’t talk toa million customers You can only talk to one person
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- 19. It’s like pitching • Mid-wifeservices to a retirement community • iPhones to a Google conference • Fiats at a NASCAR race • Trump to Mexicans • Cowboy boots to Toronto • Drake music at a rodeo • Trump at the Source Awards • Hillary on Fox News • Skydiving lessons to people scared of heights • Mops to people with maids • Trump at a grammar convention • Birth Control Pills at an LGBTQ rally • OJ at a Bronco convention • Taylor Swift at Kanye’s house • Snowden to the CIA • Sunlamps to goths • Calm rational Twittering to Trump
- 20. Knowing your audience means: Understanding the need,the tools, their process
- 21. Take a moment Tweet it!bit.ly/cjam2016a
- 25. What you want is Relevance Rightmessage Right person Right time
- 28. Content is not aggregate Peopledon’t read your whole site. They read a page and then make a decision.
- 29. Which is another word forIntent Who was the message intended for? What was it intended to make them do?
- 30. If you know theintention You can measure the outcome
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- 35. Please note! Onepiece of content does ONE THING Attraction content doesn’t convert Validation content doesn’t attract
- 36. james ellis VP, InboundMarketing TMP Worldwide @TheWarForTalent saltlab.com Thank you!