Trust Content and The Future of Social Media
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This document discusses the rise of trust-based content marketing. It notes that social media teams are increasingly hiring for content roles and that content marketing has become essential for digital marketers. However, it questions whether current content is truly effective at building trust and loyalty with audiences. The document argues that marketers should focus on creating human-centered content for narrow, targeted audiences through channels like podcasting that allow for more meaningful engagement and moments with listeners. It provides tips for marketers to develop content templates centered around problem-solving, behind-the-scenes insights, and interviews. The overarching message is that marketers should prioritize trust, loyalty and relationships over short-term metrics like traffic and likes.
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Trust Content and The Future of Social Media
- 3. TIME SPENT EACH DAY BY SOCIAL MEDIA TEAMS
- 4. TIME SPENT EACH DAY BY SOCIAL MEDIA TEAMS
- 5. 70% of Social Teams Hiring This Year Plan To Hire Content Focused Roles Source: socialfresh.com/future @JASONKEATH #TRUSTCONTENT
- 6. Content Marketing Has Become An Essential Tool For The Modern Digital Marketer @JASONKEATH #TRUSTCONTENT
- 7. THE QUESTION… IS THAT CONTENT WORKING?
- 10. WHY?
- 12. 11 Hours A Day @JASONKEATH #TRUSTCONTENT
- 14. 84% of Millennials Don’t Trust Advertising @JASONKEATH #TRUSTCONTENT
- 15. HOW
- 16. 1. Pay to Play 2. Better Audience Connection @JASONKEATH #TRUSTCONTENT 2 SOLUTIONS
- 17. TRUST CONTENT n. Media that allows you to spend more time and more meaningful moments with your audience. @JASONKEATH / #TRUSTCONTENT
- 18. #TRUSTCONTENT
- 19. #TRUSTCONTENT
- 20. STOP chasing traffic, reach, likes. START chasing trust, loyalty, moments. @JASONKEATH #TRUSTCONTENT
- 21. STEP BY STEP
- 22. 1. Narrow The Audience 2. Choose A Channel 3. Human First Content 4. Create Content Templates @JASONKEATH #TRUSTCONTENT STEP BY STEP
- 24. Customers Qualified Leads Fans @JASONKEATH #TRUSTCONTENT NARROW THE AUDIENCE
- 25. Longer CLV Upsells Product Feedback Word of Mouth @JASONKEATH #TRUSTCONTENT BENEFITS OF MARKTING TO CUSTOMERS
- 26. From Like to Love. @JASONKEATH #TRUSTCONTENT
- 27. CHOOSE A CHANNEL
- 31. It’s much easier for a person to be human than a brand. @JASONKEATH #TRUSTCONTENT
- 32. being human can be AWKWARD but is always more interesting
- 33. Being human also means connecting your audience to each other. @JASONKEATH #TRUSTCONTENT
- 35. Problem Solving Series Behind The Scenes Expert/Customer Interviews Research @JASONKEATH #TRUSTCONTENT CONTENT TEMPLATES
- 40. The Future of Social Marketing Report socialfresh.com/future @JASONKEATH #TRUSTCONTENT
Editor's Notes
- We’re going to talk about content marketing today and where digital marketers need to consider investing their time and resources moving forward. The future of content. The future of social. A lot of the data I talk about in the presentation today will come from our Future of Social Marketing Report that we just released last week. This will be the first place I quote some of those stats.
- Over the last 6-12 months, these are the themes that have digital marketers more excited than anything else. 46 million adults listened to a podcast in the last month. More businesses are starting podcasts than ever before. Snapchat has an estimated 200+ million users and they are the most engaged user base of any social network. Livestreaming, like podcasting has seen a huge resurgence because of apps like Periscope. Both Twitter and Facebook are investing heavily here. Facebook Video has become a real challenger to Youtube and a massive opportunity for digital marketers. Very underutilized, but producing big results.
- *Of Those Planning To Hire 60% Plan To Hire A Social Media Manager
- The types of content we create has to evolve with the trends of how online audiences spend their time.
- Reach is down
- Traffic is down
- Here’s an illustration of the problem at hand. This is pretty common these days.
- People now consume 11 hours of content a day. This number is from Nielsen. That’s 2/3s of our day Facebooking, Huluing, DVRing. We’ve reached saturation. If that number goes much higher, we are going to have to stop sleeping. In the 1920s, we consumed about 2 hours of content a day, or less. As brands we are really good at getting our message out. About increasing the frequency of our message.
- If you have to pick 100 people to spend your marketing dollars on, the biggest bang for that buck is going to come from existing customer.
- The people most likely to pay attention to your brand in social are current customers.
- If you are after millennials, look at Snapchat If you are looking to capture an older audience, Facebook live is great If your team is more comfortable with audio than video, look to podcasting. If your goal is lead conversion, Facebook Video ads are your best bet If you want to move people through a longer funnel of getting to know your brand, I’d recommend podcasting and livestreaming. Pick one to start. I recommend livestream. It is an intro to video and an intro to serialized content. And it’s not too difficult to turn a livestream into a podcast. We’re considering doing just that for our podcast and will be doing a few more tests on Blab in coming weeks.
- The Social Fresh business.
- If you are after millennials, look at Snapchat If you are looking to capture an older audience, Facebook live is great If your team is more comfortable with audio than video, look to podcasting. If your goal is lead conversion, Facebook Video ads are your best bet If you want to move people through a longer funnel of getting to know your brand, I’d recommend podcasting and livestreaming. Pick one to start. I recommend livestream. It is an intro to video and an intro to serialized content. And it’s not too difficult to turn a livestream into a podcast. We’re considering doing just that for our podcast and will be doing a few more tests on Blab in coming weeks.
- Data from this presentation can be found in the Future of Social Marketing Report