Content marketing has been on everyone's agenda since 2014 (and ours since 1996!). Yet, the question is shifting from "how to produce content" to "how to differentiate with content". Here are 5 key success factors in content marketing derived from a keynote presentation delivered for eZ Systems in late 2016
[En] 5 key success factors for content marketing in 2017 and beyond
1. 5 major key success factors for
content marketing in 2017 and beyond
to overcome the content shock
Yann Gourvennec @ygourven
Visionary Marketing @vismktg
Oct 6, 2016 – Paris, France
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2. 1 room – 2 ‘different’ populations
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Today, we have a chance to compare our views… beyond prejudice
3. Poll 1: Let’s see if it works
for IT
p2.gg/ypv
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Can you please describe IN YOUR
EYES the evolution of the relationship
between our 2 populations OVER THE
PAST 2 YEARS
4. for marketers
p2.gg/ypg
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Can you please describe IN YOUR EYES
the evolution of the relationship
between our 2 populations OVER THE
PAST 2 YEARS
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a few years ago…
Come on guys!
We’re not the
New York Times
are we?!
7. 2014, epic year
Joe Pulizzi brought content
marketing to the agenda
All started to learn about the
subject (at last!)
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8. Poll 2: role of online
content in your day job
for IT
p2.gg/ypp
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Is content playing a crucial
role in your business ?
9. Poll 2: the role of online
content/info in your day job
for marketers
p2.gg/ypx
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forIs content playing a
crucial role in your business
?
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11. 5 key success factors
For each main issue there is one main key success factor
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12. ksf 1. from shock to opportunity
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13. Content marketing is booming but engagement is flat
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source: adweek sept 2016 – Beckon survey – Sept 29
http://bit.ly/beckon2016report
14. 1. big budgets win
2. high entry costs
3. no more cost-benefit
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how to avoid "content shock"
Questions?
> too much (of which) content?
> ‘barriers to entry’
> cost-benefit
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the idea there is an excess of information isn’t new
When printing was invented, scholars
pointed out that knowledge would be
cheap and too accessible
16. what « content shock » were a « content opportunity »
shock opportunity
š the poorer the content, the more space for
differentiation
š the more pervasive advertising is the more
space for true content
š the more superficial content the more
opportunities to go deeper
how can you succeed?
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17. Poll 3: too much or little
relevant content
for IT
p2.gg/yp9
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How much relevant content
(for your job)
18. Poll 3: too much or little
relevant content
for marketers
p2.gg/ypn
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How much relevant content
(for your job)
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20. ksf 2. social media is being re-configured
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21. How Twitter shot himself in the foot
04/12/15 marketingland.com
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2014
22. Social “mass media”
Social media isn’t owned
content, what matters is what
others are sharing
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@vismktg
23. Poll 4: your views with regards
to social media in your day job
for IT
p2.gg/ypc
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Is social media playing a
crucial role in your
business ?
24. Poll 4: your views of social
media in your day job
for marketers
p2.gg/ypt
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fIs social media playing a
crucial role in your business ?
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26. ksf 3: cultivate differences
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27. some things never change
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28. š Candor
š Urgency
š Timeliness
š Pithiness
š Controversy
š (maybe Utility if you want six)
http://bit.ly/sgblogceo
Seth Godin: critical success factors
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29. Poll 5: how differentiating is the content produced by your business
in your mind?
for IT
p2.gg/ypy
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Is online content playing a crucial
role for your business ?
30. Poll 5: how differentiating is the content produced by your business
in your mind?
for marketers
p2.gg/ypf
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Is online content playing a
crucial role for your business ?
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32. ksf 4. write for humans
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33. The ‘Why’ above all else
write for humans
š Sharing is not done by search engines
š the more shares, the better
not for (a) search engine
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34. Poll 6: what is the purpose
of your online content?
for IT
p2.gg/ype
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When your business is producing
content, the aim is...
35. Poll 6: what is the purpose of your
online content?
for marketers
p2.gg/ypz
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When your business is producing
content, the aim is...
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37. ksf 5. proams and UGC vs. ‘tone of voice’
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from latin, amator, he who loves
38. š no need to try and reach perfection
despite what (large) businesses think
š being on brand seems sufficient to (large)
businesses as in traditional communications
– it shouldn’t
š lower your expectations to succeed in
digital (while avoiding trash)
š quality of content isn’t in the cover
tip no.1: against perfection
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39. šnew ways of doing content
šhave you looked around you
for skills?
šmotivation, motivation,
motivation
tip no. 2 : the “guy in the basement”
Jean-François Audenard : Orange Business Services
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40. Poll 7: how is the guy in the
basement doing?
for IT
p2.gg/yp7
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My business clearly values the
skills of all its employees,
regardless of rank or title
41. Poll 7: in your business how is the guy in the basement doing?
for marketers
p2.gg/ypk
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My business clearly values the
skills of all its employees,
regardless of rank or title
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43. Some of our clients
Here are some of the engagements carried out with B2B and B2C clients:
Digital assessments and training sessions for banks, healthcare companies, high
tech businesses and various international training organisations.
Client support with regard to change management in the field of digital
marketing. Expert blog creation and content marketing for businesses in
Telecoms, IT, private banking, utilities and Big Data. We have also worked for
businesses dealing with consumers, have trained top managers,
communications experts, and various staffers in all sorts of companies. We
have led induction seminars, crash courses, in-depth sessions and strategic
sessions.
We have also led social media and word of mouth marketing campaigns,
optimised websites (SEO, SEM, content optimisation), created white papers
dedicated to Web matters and developed personas for businesses mostly in IT,
cloud computing and Telecoms.
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