Gagging for it: why content marketing is a fantasy

Richard Stacy 2014

Gagging for it

The uncomfortable truth about consumers,
content marketing, engagement, social
media, information… and butlers
richardstacy.com 2014

So tell me, what are two
hot consumer babes like
you doing in an online
environment like this?


I know what you are after,
you want a bit of
engagement don’t you?


I reckon it is a long time
since either of you
lovelies were really
‘engaged’ by a brand
know what I mean?


I bet you’re really gagging for
it. I can track your sentiment,
I know what consumers like
you really want

Tell you what, come back to my
brand world and I will give you
a truly immersive brand
experience


And then you can give
me the old ‘thumbs up’
treatment, know what
I mean


Yeah baby, yeah!


But first, just to get you
excited, just to get you in
the mood for it, I can slip
you a little something


… a lovely little line of
grade A content, just
for you


Lots more
where that
came from I can
tell you



Consumer babes,
check out the size of
my content
strategy. Its
MASSIVE

Now, sit on my
Facebook page
and tell me that
you like me


And they are thinking…
Wow, what
a great guy!

Can’t wait
for some
more of that
content


Wow, what
a great guy!

Can’t wait
for some
more of that
content

… in his dreams

… in your dreams?


It is time to wake up from the
content and engagement party


There is no such thing as a
“Great Content Brand”

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge


There is no such thing as a
“Great Content Brand”
Just a Great Brand

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge


And what do great
brands do?
How do they understand
their relationship with
consumers?

Great
Brand


Consumer

Great
Brand


She doesn’t want
you to get into bed
with her
Consumer

Great
Brand


She doesn’t even
want to be your
friend
Consumer

She wants you to:

Great
Brand
•
•
•

Consumer

Listen, be attentive
Bring her
Speak only when you are #spoken to


Great
Brand

Consumer

And if you do your job well, she may give you
some respect, value your contribution and
even help you do your job (for her) better

Just one for those of a certain age

Content
m’Lady

Not now Parker, I
am on WhatsApp
with Virgil

And it doesn’t matter how big your
marketing budget is because …


B

R

A

N

In social space no one can hear
your marketing budget scream


D

Forget content strategies
This is the Information Game


The Information Game is…
• Relentless
• Real-time
• It begins afresh every time your
consumer gets out of bed


• You win it minute-by-minute
according to how successfully you
match your answers to their
questions and your responses to
their requests


There is no impending
‘Content Shock’
Consumers are already
beyond their limits of
consumption, because
their limit* was set at
close to zero

*But information has no limits to
consumption
http://www.businessesgrow.com/2014/0
1/06/content-shock/

Average engagement
rates with ‘content’
on brand Facebook
pages is a tiny 0.24%
(and this is among
the people who
already ‘like’ you)

How much lower than
this do you want to go
before you call a taxi?

And they are thinking…
Time to
call a taxi

And you are
not going to
be in it


And they are telling you…
Channel and
content is
yesterday’s game

Today’s game is
behaviour
identification
and response


And they are telling you…
Channel and
content is
yesterday’s game

Today’s game is
behaviour
identification
and response

If only you would listen

Join me at the bar:
richardstacy.com

Or read the book
http://www.amazon.com/Social-MediaThree-Cent-Rule-ebook/dp/B00DI4H440

(I can tell you how to win the real-time Information Game)

Gagging for it: why content marketing is a fantasy

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Gagging for it: why content marketing is a fantasy