Heather Taylor, Bridging the Content Gap, Social Fresh Conference 2016
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The document discusses the need for marketers to shift from a "telling and selling" mindset to building relationships with customers. It notes that while marketers want to create relationships, they are doing it wrong by focusing on producing more content without considering customers' interests. This is leading to content overload for audiences. The document argues marketers must understand the customer journey, provide useful content for customers' needs over pushing sales, and get out of their own way in order to close the content gap.
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Heather Taylor, Bridging the Content Gap, Social Fresh Conference 2016
- 1. BRIDGING THE CONTENT GAP
- 2. What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships. Jim Stengel Former Global Marketing Officer Procter & Gamble
- 3. In association with In association with
- 4. WE ALL WANT TO CREATE RELATIONSHIPS WITH OUR CUSTOMERS
- 5. 5 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 GOOD THINGS HAPPEN WHEN WE DO IT RIGHT CONSUME MORE SHARE MORE z PURCHASE MORE ADVOCATE MORE z
- 6. BUT THE PROBLEM IS, WE’RE DOING IT WRONG
- 7. WE’RE BUILDING CONTENT NOT CUSTOMER RELATIONS
- 8. 8 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 AUDIENCES ARE REACHING CONTENT OVERLOAD 3 in 5 global executives admit sometimes feeling confused or overwhelmed by the volume of content they encounter
- 9. 9 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 YET MARKETERS KEEP CHURNING OUT CONTENT 80% of marketers plan to increase the amount of thought leadership content they produce Half of marketers believe <20% of current output gets engagement
- 10. 10 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 AND DON’T FOCUS ON THE AUDIENCE’S INTERESTS
- 11. 11 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 MEANWHILE MARKETERS ARE STILL BATTLING INTERNAL DISCONNECTS
- 12. 12 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 AND LOOKING FOR ANSWERS IN ALL THE WRONG PLACES
- 13. WE MUST REMEMBER: IT’S THEIR CUSTOMER JOURNEY THAT MATTERS…
- 14. …NOT TRYING TO STUFF THEM IN OUR SALES FUNNEL.
- 15. 15 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 UTILITY IS KEY
- 16. 16 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 LAY OFF THE SALES PITCH
- 17. 17 © THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016 SURPRISE! TEXT STILL MATTERS
- 18. SO HOW DO WE CLOSE THE CONTENT GAP?
- 19. GIVE THEM WHAT THEY WANT (AND NEED) NOT JUST WHAT YOU’RE WILLING TO GIVE RULE #1
- 21. GET OUT OF YOUR OWN WAY RULE #3
- 22. HEATHER TAYLOR Director, Creative Strategy - North America @heatherAtaylor
Editor's Notes
- 500 GLOBAL BUSINESS EXECUTIVES about what they are looking for from content providers and 500 GLOBAL MARKETERS about how they are building their content strategy.
- 70% consume more from that source 47% share via social media 76% of senior executives are influenced in their purchasing decisions 67% would be willing to advocate for that brand or organisation externally 83% would be influenced in their choice of potential business partner
- Nearly half of all marketers (47%) cite differentiating their company from the competition as a primary objective of thought leadership. Four in ten (42%) cite gaining recognition for their company or key individuals as experts/authority in their field. Only 28% of marketers cited helping their audience to become more knowledgeable as a key objective. Yet, 82% believe that to create compelling thought leadership, the content needs to centre on the audience’s interest rather than profiling the brand.
- More than 60% strongly agree or somewhat agree that internal alignment is a barrier to thought leadership production. 85% say the primary reason for creating content is to build brand and positive perceptions of the company YET 70% measure the effectiveness of their content by the number of calls from prospects or customers When asked about who was not involved in the planning of thought leadership, but should be marketers cited: MEDIA PARTNERS 50%, EMPLOYEES 49%, CUSTOMERS 47%
- More than 60% strongly agree or somewhat agree that internal alignment is a barrier to thought leadership production. 85% say the primary reason for creating content is to build brand and positive perceptions of the company YET 70% measure the effectiveness of their content by the number of calls from prospects or customers When asked about who was not involved in the planning of thought leadership, but should be marketers cited: MEDIA PARTNERS 50%, EMPLOYEES 49%, CUSTOMERS 47%
- 75% EXECUTIVES RESEARCHING A BUSINESS IDEA What are the key characteristics of content that had a meaningful impact on your perceptions of a brand? 67% Contained timely or unique information 60% UNDERSTAND A COMPLEX ISSUE What is the main reason a piece of content did not succeed in making a positive impression? 71% SEEMED MORE LIKE A SALES PITCH
- What is the main reason a piece of content did not succeed in making a positive impression? 71% SEEMED MORE LIKE A SALES PITCH 93% MARKETERS connect their content directly to a product or service 75% say that mentions of their products and services are a frequent part of their content strategy