John Lane - Centerline Digital - DMFB Conference 2014 - How To Walk On The Sea Of Content

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3 likes•1,219 views

How To Walk On The Sea Of Content. There are two really big things that keep content marketing from working as well as it could for you: 1. Too much focus on quantity, rather than quality. 2. Not truly understanding your audience. And they are related. I think that most people revert to creating more rather than "more valuable" because they don't understand their audience well enough to know what more valuable means. So on quantity... we are in our own way. We're content hoarders. We think if a piece of content gets 1 view per month it must be good and worth keeping. That simply isn't true. Be willing the edit – promote more, iterate or replace. And we'll never be able to stop the quantity problem completely. Because even if we only put out the best quality content around a topic, we'll still be competing with all the content made be everyone else in the space. And that's where audience understanding comes in. The better we know our audience — as humans, not canned personas — the better we can create the content they crave, and the better optimized it will be for the right audience to find it, engage with it, and share it. That type of understanding is an ongoing process, not a moment in time. This presentation given at the Digital Marketing For Business conference covers those two points, and provides strategies on overcoming both challenges. For more info, please visit http://www.centerline.net or contact me (John Lane) via Twitter: @johnvlane Thanks!

content…
| @johnvlane
We are drowning in

content.
| @johnvlane
…what we need is more

| @johnvlane
How To Walk
On The Sea
Of Content

Big Point 1.
There’s too much focus on
quantity of content
as the path to content
marketing success.
| @johnvlane

| @johnvlane
What does drowning look like?

| @johnvlane
680,000+ Videos
when searching for “IBM”
12,100+ Videos
when searching for “IBM System z”

| @johnvlane
44,987+ Instagram Images Tagged #IBM

You’re not IBM.
!
But you have the
same challenge.
!
(Or worse.)
| @johnvlane

164,000,000+ Results For
“Content Marketing Agency”
| @johnvlane

Specifc Searches Don’t Necessarily
Narrow The Field (But They’re Important)
| @johnvlane

| @johnvlane
We’re Content Hoarders
YOU ARE HERE

| @johnvlane
BUY
COMPARE
SOLVE
LEARN
AWARENESS
LANDING PAGES/
MICROSITES
CUSTOMER
REFERENCES
THOUGHT
LEADERSHIP PIECES
SALES ENABLEMENT
TOOLS
ASSESSMENT TOOLS/
ROI CALCULATORS
SERIOUS GAMES/
SIMULATIONS
PRODUCT/SERVICE
DEMOS
DIGITAL ADS
SEO/SEM
TRADITIONAL ADS
OVERVIEW
VIDEOS/
ANIMATIONS
Goals Are About Movement

Yes, content marketing is
a daily discipline (kind of).
!
But it’s actually more of a
relevance discipline.
| @johnvlane

Quantity of content
is a problem we can never
completely overcome.
!
(We can only control ourselves.)
| @johnvlane

Big Point 2.
We truly believe we
know our audience
| @johnvlane
but we really don’t know them at all.

| @johnvlane
Who The Hell Are These People, Really?

| @johnvlane
Who The Hell Are These People, Really?
What’s so funny?
And why doesn’t she get the joke?

| @johnvlane
Heisenberg’s Uncertainty Principle

| @johnvlane
“We’re looking at who’s written those comments, what their influence is and
what comments have the most potential for helping us create new content.”
!
Iain Tait - Global Interactive Creative Director at Wieden+Kennedy

| @johnvlane
So… What Really Comes First?

To strengthen the connection
between audience and content:
Focus on relevance.
| @johnvlane

How do you determine
what relevance means?
!
(And address both our big points.)
| @johnvlane

| @johnvlane
Content Inventory, Audit, Gap Analysis.

| @johnvlane
Tools To Help You Get To “Why”

CREATE
DELIVER
ACTIVATE
Edit — The Content Lifecycle Optimization
Replace Iterate Promote
| @johnvlane
PLAN
MONITOR &!
MEASURE

| @johnvlane
Staying Afloat? Swimming? Walking On Water?

Thank you!
Connect here:
Here:
Here:
Here:
And here, too:
centerline.net
twitter.com/johnvlane
twitter.com/centerline
linkedin.com/in/johnvlane
facebook.com/centerlinedigital
| @johnvlane

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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Gokila digital marketer Coimbatore

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1. | @johnvlane We…

2. content… | @johnvlane We are drowning in

3. content. | @johnvlane …what we need is more

4. | @johnvlane How To Walk On The Sea Of Content

5. Big Point 1. There’s too much focus on quantity of content as the path to content marketing success. | @johnvlane

6. | @johnvlane

7. | @johnvlane What does drowning look like?

8. | @johnvlane 680,000+ Videos when searching for “IBM” 12,100+ Videos when searching for “IBM System z”

9. | @johnvlane 44,987+ Instagram Images Tagged #IBM

10. Accurate?Owned? Is all this content… On Brand? | @johnvlane

11. You’re not IBM. ! But you have the same challenge. ! (Or worse.) | @johnvlane

12. 164,000,000+ Results For “Content Marketing Agency” | @johnvlane

13. Specifc Searches Don’t Necessarily Narrow The Field (But They’re Important) | @johnvlane

14. | @johnvlane We’re Content Hoarders

15. | @johnvlane We’re Content Hoarders YOU ARE HERE

16. | @johnvlane

17. Big Content v. Small Ball | @johnvlane

18. | @johnvlane BUY COMPARE SOLVE LEARN AWARENESS LANDING PAGES/ MICROSITES CUSTOMER REFERENCES THOUGHT LEADERSHIP PIECES SALES ENABLEMENT TOOLS ASSESSMENT TOOLS/ ROI CALCULATORS SERIOUS GAMES/ SIMULATIONS PRODUCT/SERVICE DEMOS DIGITAL ADS SEO/SEM TRADITIONAL ADS OVERVIEW VIDEOS/ ANIMATIONS Goals Are About Movement

19. | @johnvlane

20. Yes, content marketing is a daily discipline (kind of). ! But it’s actually more of a relevance discipline. | @johnvlane

21. Quantity of content is a problem we can never completely overcome. ! (We can only control ourselves.) | @johnvlane

22. Big Point 2. We truly believe we know our audience | @johnvlane but we really don’t know them at all.

23. Persona Creation

24. But…

25. | @johnvlane Who The Hell Are These People, Really?

26. | @johnvlane Who The Hell Are These People, Really? What’s so funny? And why doesn’t she get the joke?

27.

28.

29. | @johnvlane Heisenberg’s Uncertainty Principle

30. | @johnvlane

31. | @johnvlane “We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.” ! Iain Tait - Global Interactive Creative Director at Wieden+Kennedy

32. | @johnvlane So… What Really Comes First?

33. To strengthen the connection between audience and content: Focus on relevance. | @johnvlane

34. | @johnvlane

35. How do you determine what relevance means? ! (And address both our big points.) | @johnvlane

36. | @johnvlane Content Inventory, Audit, Gap Analysis.

37. | @johnvlane Content Inventory, Audit, Gap Analysis.

38. | @johnvlane Create New Math World Relevance Age + Accuracy + Utility + Channel Distribution Brand Relevance Message + Design + Effectiveness

39. Map To “Moments Of Need”

40. | @johnvlane Tools To Help You Get To “Why”

41. | @johnvlane Feedback Loops

42. | @johnvlane Feedback Loops

43. CREATE DELIVER ACTIVATE Edit — The Content Lifecycle Optimization Replace Iterate Promote | @johnvlane PLAN MONITOR &! MEASURE

44. | @johnvlane Staying Afloat? Swimming? Walking On Water?

45. | @johnvlane

46. | @johnvlane

47.

48. | @johnvlane

49. Thank you! Connect here: Here: Here: Here: And here, too: centerline.net twitter.com/johnvlane twitter.com/centerline linkedin.com/in/johnvlane facebook.com/centerlinedigital | @johnvlane

50. Resources Tom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) The Brand Gap Book The Brand Gap on SlideShare | @johnvlane

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