Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
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Have you ever noticed how everyone makes content marketing seem so much easier than it actually is? Everyone today has a flawless success story to tell. But you and I both know they’re just that: stories. What most people don’t talk about is the trail of content mistakes and mixups that paved that path to success. So, rather than hide our marketing missteps, we should embrace them, because that’s where content wins really come from. And we’ll do just that with this humorous and light-hearted talk. After this session, you’ll be able to:
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Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
- 1. ROADMAP FAILING YOUR WAY TO CONTENT MARKETING SUCCESS @annabananahrach @DigSumDetroit #DSDET
- 2. FAILURE Do you remember your first big professional
- 4. Didn’t want to let anyone down 08/01/2016 Tried to be the hero @annabananahrach @DigSumDetroit #DSDET
- 5. FAILURE LEADS TO SUCCESS
- 6. Content marketing has a fear of failure @annabananahrach @DigSumDetroit #DSDET FAIL
- 8. 86% Currently doing content marketing 21 % Rate their efforts as “highly effective” 42% Plan to increase budgets over the next 12 months
- 10. What will people think? Am I smart? Maybe I’m not capable?
- 11. Did I guide them enough? Was I not clear? What is the CEO thinking?
- 12. Content Marketing Fail-Fast Framework
- 13. Ask “why?”
- 16. Because we need to show our competitive advantage... @annabananahrach @DigSumDetroit #DSDET
- 17. WHY?
- 18. Because our competitors are outperforming us… @annabananahrach @DigSumDetroit #DSDET
- 19. WHY?
- 20. Because they have better brand recognition, but we can actually walk the walk… @annabananahrach @DigSumDetroit #DSDET
- 22. TIP: Watch your tone of voice when asking “why?” @annabananahrach @DigSumDetroit #DSDET
- 23. SOFTEN IT UP: Can you tell me more about why we’re doing content marketing? @annabananahrach @DigSumDetroit #DSDET
- 24. SOFTEN IT UP: Can you help me understand the miscommunication that happened with the client? @annabananahrach @DigSumDetroit #DSDET
- 25. THINK CRITICALLY Why did that happen? How did that happen? @annabananahrach @DigSumDetroit #DSDET
- 26. Content marketing survival technique: THE 5 WHYS #01 @annabananahrach @DigSumDetroit #DSDET
- 27. THE 5 WHYS Simple Quick Pen + paper ? @annabananahrach @DigSumDetroit #DSDET
- 28. ? WE NEED TO DO CONTENT MARKETING. @annabananahrach @DigSumDetroit #DSDET
- 29. ? WE NEED TO DO CONTENT MARKETING. 1 Why? @annabananahrach @DigSumDetroit #DSDET
- 30. ? WE NEED TO DO CONTENT MARKETING. 1 Why? Our competitors are outperforming us @annabananahrach @DigSumDetroit #DSDET
- 31. ? WE NEED TO DO CONTENT MARKETING. 1 2 Why? Our competitors are outperforming us Why? @annabananahrach @DigSumDetroit #DSDET
- 32. ? WE NEED TO DO CONTENT MARKETING. 1 2 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk @annabananahrach @DigSumDetroit #DSDET
- 33. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? @annabananahrach @DigSumDetroit #DSDET
- 34. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology @annabananahrach @DigSumDetroit #DSDET
- 35. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? @annabananahrach @DigSumDetroit #DSDET
- 36. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation @annabananahrach @DigSumDetroit #DSDET
- 37. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 5 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? @annabananahrach @DigSumDetroit #DSDET
- 38. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 5 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? We genuinely care about making the world better @annabananahrach @DigSumDetroit #DSDET
- 39. Build a culture of failure
- 40. Content Marketing Timeline: HOW WE SEE IT Industrial Revolution InternetDinosaurs Content Marketing @annabananahrach @DigSumDetroit #DSDET
- 41. Content Marketing Timeline: REALITY 1800s Definitely some content marketing happening here InternetDinosaurs Mass Content Marketing @annabananahrach @DigSumDetroit #DSDET
- 47. BLOG POSTS
- 50. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
- 51. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
- 52. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG
- 53. T. S. Eliot “Only those who will risk going too far can possibly find out how far one can go.” @annabananahrach @DigSumDetroit #DSDET
- 54. CREATE A CULTURE OF FAILURE @annabananahrach @DigSumDetroit #DSDET
- 55. #01 Remove the fear of failure @annabananahrach @DigSumDetroit #DSDET
- 57. #03 Aim for radical transparency @annabananahrach @DigSumDetroit #DSDET
- 58. Content marketing survival technique: Code of Failure Conduct #02 @annabananahrach @DigSumDetroit #DSDET
- 59. WHAT EXACTLY DOES A CULTURE OF FAILURE MEAN? ? @annabananahrach @DigSumDetroit #DSDET
- 60. CULTURE OF FAILURE @annabananahrach @DigSumDetroit #DSDET
- 61. CULTURE OF FAILURE Trying new things without fear of failure @annabananahrach @DigSumDetroit #DSDET
- 62. CULTURE OF FAILURE Trying new things without fear of failure Failing fast and learning from mistakes @annabananahrach @DigSumDetroit #DSDET
- 63. CULTURE OF FAILURE Trying new things without fear of failure Big bold and brave Failing fast and learning from mistakes @annabananahrach @DigSumDetroit #DSDET
- 64. CULTURE OF FAILURE [company name/department name] will create a culture of failure by [action] and [action]. Our failures will help us succeed with content, because [reason why]. @annabananahrach @DigSumDetroit #DSDET
- 65. CULTURE OF FAILURE Kids, Inc. will create a culture of failure by failing fast and taking bold yet smart risks. Our failures will help us succeed with content, because we want to do new and better things. @annabananahrach @DigSumDetroit #DSDET
- 66. Hire the right people
- 67. MY BIGGEST FAIL NOT Hiring the right people @annabananahrach @DigSumDetroit #DSDET
- 70. Content creator Content creator Content creator A content creator is a content creator is a content creator @annabananahrach @DigSumDetroit #DSDET
- 71. Traditional copywriter Journalist SEO content creator A content creator isn’t a content creator isn’t a content creator @annabananahrach @DigSumDetroit #DSDET
- 72. Social media content marketer Paid media content marketers Email content marketers A content marketer isn’t a content marketer isn’t a content marketer @annabananahrach @DigSumDetroit #DSDET
- 73. Social media content marketer Social media marketing Make sure the marketer matches the marketing @annabananahrach @DigSumDetroit #DSDET
- 75. STORY TIME My first big team! @annabananahrach @DigSumDetroit #DSDET
- 78. Saw red flags Didn’t move teams No honest conversation @annabananahrach @DigSumDetroit #DSDET
- 79. Content marketing survival technique: CORE CONENT CULTURE CHECKLIST #03 @annabananahrach @DigSumDetroit #DSDET
- 80. HAVE I PROVIDED THE FOLLOWING TO MY CONTENT CREATORS AND CONTENT MARKETING TEAM? ? @annabananahrach @DigSumDetroit #DSDET
- 81. ? HAVE I PROVIDED THE FOLLOWING?
- 82. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks?
- 83. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate?
- 84. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset?
- 85. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things?
- 86. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns?
- 87. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns? q Trusted environment in which they can fail fast and learn quickly?
- 88. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns? q Trusted environment in which they can fail fast and learn quickly? q Ongoing education and opportunities to grow?
- 89. Content Marketing Fail-Fast Framework: RECAP
- 91. When all else fails?
- 92. LAUGH When all else fails?
- 93. THANK YOU!