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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
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Oct. 2016 1
1 room – 2 ‘different’ populations
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 2
Today, we have a chance to compare our views… beyond prejudice
Poll 1: Let’s see if it works
for IT
p2.gg/ypv
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Can you please describe IN YOUR
EYES the evolution of the relationship
between our 2 populations OVER THE
PAST 2 YEARS
for marketers
p2.gg/ypg
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 4
Can you please describe IN YOUR EYES
the evolution of the relationship
between our 2 populations OVER THE
PAST 2 YEARS
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 5
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 6
a few years ago…
Come on guys!
We’re not the
New York Times
are we?!
2014, epic year
Joe Pulizzi brought content
marketing to the agenda
All started to learn about the
subject (at last!)
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 7
Poll 2: role of online
content in your day job
for IT
p2.gg/ypp
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Is content playing a crucial
role in your business ?
Poll 2: the role of online
content/info in your day job
for marketers
p2.gg/ypx
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 9
forIs content playing a
crucial role in your business
?
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 10
5 key success factors
For each main issue there is one main key success factor
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 11
ksf 1. from shock to opportunity
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 12
Content marketing is booming but engagement is flat
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 13
source: adweek sept 2016 – Beckon survey – Sept 29
http://bit.ly/beckon2016report
1. big budgets win
2. high entry costs
3. no more cost-benefit
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 14
how to avoid "content shock"
Questions?
> too much (of which) content?
> ‘barriers to entry’
> cost-benefit
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 15
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
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?
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 16
Poll 3: too much or little
relevant content
for IT
p2.gg/yp9
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
How much relevant content
(for your job)
Poll 3: too much or little
relevant content
for marketers
p2.gg/ypn
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 18
How much relevant content
(for your job)
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 19
ksf 2. social media is being re-configured
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 20
How Twitter shot himself in the foot
04/12/15 marketingland.com
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 21
2014
Social “mass media”
Social media isn’t owned
content, what matters is what
others are sharing
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 22
@vismktg
Poll 4: your views with regards
to social media in your day job
for IT
p2.gg/ypc
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Is social media playing a
crucial role in your
business ?
Poll 4: your views of social
media in your day job
for marketers
p2.gg/ypt
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
fIs social media playing a
crucial role in your business ?
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 25
ksf 3: cultivate differences
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 26
some things never change
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 27
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
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 28
Poll 5: how differentiating is the content produced by your business
in your mind?
for IT
p2.gg/ypy
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Is online content playing a crucial
role for your business ?
Poll 5: how differentiating is the content produced by your business
in your mind?
for marketers
p2.gg/ypf
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 30
Is online content playing a
crucial role for your business ?
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 31
ksf 4. write for humans
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 32
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
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 33
Poll 6: what is the purpose
of your online content?
for IT
p2.gg/ype
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
When your business is producing
content, the aim is...
Poll 6: what is the purpose of your
online content?
for marketers
p2.gg/ypz
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 35
When your business is producing
content, the aim is...
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 36
ksf 5. proams and UGC vs. ‘tone of voice’
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 37
from latin, amator, he who loves
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
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 38
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
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 39
Poll 7: how is the guy in the
basement doing?
for IT
p2.gg/yp7
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
My business clearly values the
skills of all its employees,
regardless of rank or title
Poll 7: in your business how is the guy in the basement doing?
for marketers
p2.gg/ypk
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 41
My business clearly values the
skills of all its employees,
regardless of rank or title
Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 42
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.
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
About Visionary
Marketing
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 44Oct. 2016

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[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 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Oct. 2016 1
  • 2. 1 room – 2 ‘different’ populations Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 2 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 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 4 Can you please describe IN YOUR EYES the evolution of the relationship between our 2 populations OVER THE PAST 2 YEARS
  • 5. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 5
  • 6. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 6 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!) Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 7
  • 8. Poll 2: role of online content in your day job for IT p2.gg/ypp copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 9 forIs content playing a crucial role in your business ?
  • 10. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 10
  • 11. 5 key success factors For each main issue there is one main key success factor Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 11
  • 12. ksf 1. from shock to opportunity Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 12
  • 13. Content marketing is booming but engagement is flat Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 13 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 14 how to avoid "content shock" Questions? > too much (of which) content? > ‘barriers to entry’ > cost-benefit
  • 15. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 15 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? Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 16
  • 17. Poll 3: too much or little relevant content for IT p2.gg/yp9 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg How much relevant content (for your job)
  • 18. Poll 3: too much or little relevant content for marketers p2.gg/ypn Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 18 How much relevant content (for your job)
  • 19. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 19
  • 20. ksf 2. social media is being re-configured Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 20
  • 21. How Twitter shot himself in the foot 04/12/15 marketingland.com Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 21 2014
  • 22. Social “mass media” Social media isn’t owned content, what matters is what others are sharing Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 22 @vismktg
  • 23. Poll 4: your views with regards to social media in your day job for IT p2.gg/ypc copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg fIs social media playing a crucial role in your business ?
  • 25. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 25
  • 26. ksf 3: cultivate differences Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 26
  • 27. some things never change Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 27
  • 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 28
  • 29. Poll 5: how differentiating is the content produced by your business in your mind? for IT p2.gg/ypy copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 30 Is online content playing a crucial role for your business ?
  • 31. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 31
  • 32. ksf 4. write for humans Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 32
  • 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 33
  • 34. Poll 6: what is the purpose of your online content? for IT p2.gg/ype copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 35 When your business is producing content, the aim is...
  • 36. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 36
  • 37. ksf 5. proams and UGC vs. ‘tone of voice’ Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 37 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 38
  • 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 39
  • 40. Poll 7: how is the guy in the basement doing? for IT p2.gg/yp7 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 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 Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 41 My business clearly values the skills of all its employees, regardless of rank or title
  • 42. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 42
  • 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. copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
  • 44. About Visionary Marketing copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 44Oct. 2016