Jonathan Henley: Shape-shift your Content

SHAPE-SHIFT
YOUR CONTENT
WITH
JONATHAN HENLEY

HELLO
WELCOME TO MY VIEW
OF SHAPE-SHIFTING STUFF
TO MAKE IT BETTER.
SHAPE-SHIFT YOUR CONTENT 2Twitter: @JayRHenley Web: www.communicationscrucible.com

WHAT?
SHAPE-SHIFTING…

UNDERSTANDING
YOUR AUDIENCE1
PITCHING YOUR CONTENT
TO MATCH YOUR AUDIENCES
HOW TO TAILOR
YOUR TOP CONTENT
TODAY
2
3

WHY IS THIS
IMPORTANT?

SHAPE-SHIFT YOUR CONTENT 6
What do we want?
‘Useful, relevant information.’
When do we want it?
‘Yesterday.’
Twitter: @JayRHenley Web: www.communicationscrucible.com

SOME
GRATUITOUS
GENERALISATIONS

GLUTTONS

VERY PICKY….

‘FADDISTS’

THE AVERAGE SCHMO

TECH-SAVVY
TRIBES

THE EDUCATED BUYER

DIGITAL
NOMADS

HOW TO GET
UNDER THEIR
SKIN?

First principles, Clarice. Simplicity.
Of each particular thing ask:
What is it in itself? What is its nature?
What does he do, this man you seek?
“
”SHAPE-SHIFT YOUR CONTENT 16Twitter: @JayRHenley Web: www.communicationscrucible.com

THE
SCIENCE BIT

27,000,000
Pieces of content
shared each day
AOL & Nielsen (2012)

9 OUT OF 10
Organisations market
with content
Content Marketing Institute 2012

86% of B2C
marketers use
content marketing
91% of B2B

64% of B2B
content marketers say
their biggest challenge is
producing enough content

Companies with
an active blog report
97% more leads
Content+ 2013

90% of users
listen to recommendations
shared by friends
Voltier Digital 2012

73%
of all industry-specific
Twitter posts include
content sharing
AOL & Nielsen 2012

99%
of people who share
via social networks do so
via multiple platforms
AOL & Nielsen 2012

58%
of consumers trust
editorial content
AOL & Nielsen 2012

90%
of consumers find
custom content useful
Custom Content Council 2011

78%
believe that organisations
providing custom content are
interested in building good
relationships with them
Custom Content Council 2011

Articles with images get
94% more views
Content+ 2013
40%of people
will respond better
to visual information
than plain text

Content marketing
costs 62% less
than traditional marketing
Demand metric 2013

HOW?

Great and effective
content marketing
is NOT the new
BLACK…

“Dividing a market into
smaller groups of Buyers
who have distinct
needs, characteristics or
behaviour
and who might require separate
products or marketing mixes.”
Philip Kotler

“I don't know the rules
of grammar... If you're trying to
persuade people to do something,
or buy something, it seems to me
you should use their language, the
language they use every day, the
language in which they think. We
try to write in the vernacular.”
David Ogilvy

DISTINCT NEEDS
or CHARACTERISTICS.
SEPARATE
marketing MIXES.
Use their language, the language they use
every day, the language in which they think.

Shape-shifting content adapts to meet
YOUR definitions of YOUR buyer personas.

HANDS UP!
What do you think is wrong with
this finely crafted piece of prose?

CONSISTENCY
Different, albeit OK ideas,
fighting for supremacy.
Split-personality

If you want your
communications to be in
harmony, you’ve got to
keep control of the tone.

Being tone
deaf or
just mute.

Speak WITH
people
rather than
AT people.

Being just
– well –
irrelevant

Use a laser-
guided
missile not
a carpet
bomb

Empathy
rather than
impersonation.

INSIGHTS TO
WORK LIFE1
OBJECTIVES, ORIENTATION,
AND OBSTACLES
HOW TO UNDERSTAND &
ADDRESS THESE ISSUES
What’s important
2
3

Personas don’t buy.
PEOPLE do.1

Emmett Clayton:
Well, chess is the
ultimate test of the
human mind, isn’t it?
Tomlin Dudek:
You think so? I
always thought it
was women.
Never forget the complexity
of the buyer and his or her
buying rationale.
Always seek to understand
your customer more.

SO ASK THE CUSTOMER
Use interviews gathered from salespeople,
customer service interactions
and customers.
And not just any kind of interview will do.
Focus on what the buyer is trying to achieve.

2
Humanistic v mechanistic

REALLY…
ASK THE CUSTOMER
Personas should become
instrumental in the development of our
content and marketing strategies.

3
Make your marketing
flexible not fixated

Guidelines will not
compensate for lack
of writing ability or
common sense

4
Personas aren’t the silver
bullet.

Sgt. Leftkowski:
You know, Lieutenant, uh,
I’m in the homicide office
at least, uh, once a week.
I don’t think I’ve ever seen
you there.
Lt. Columbo:
Well, I don’t get down
there too much. None
of the murders take
place there you know.
You cannot understand your market
from behind a desk alone.

Empathy rather than formula1
Ask your customers
Don’t forget it’s a MIX for a reason
The ‘difficult’ final slide
2
3
Write with the reader and
channels in mind
Be consistent and naturally so
4
5

Jonathan Henley: Shape-shift your Content

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