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: ww...
WHAT?
SHAPE-SHIFTING…
SHAPE-SHIFT YOUR CONTENT 3Twitter: @JayRHenley Web: www.communicationscrucible.com
UNDERSTANDING
YOUR AUDIENCE1
PITCHING YOUR CONTENT
TO MATCH YOUR AUDIENCES
HOW TO TAILOR
YOUR TOP CONTENT
TODAY
2
3
SHAPE-...
WHY IS THIS
IMPORTANT?
SHAPE-SHIFT YOUR CONTENT 5Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 6
What do we want?
‘Useful, relevant information.’
When do we want it?
‘Yesterday.’
Twitter: @Jay...
SOME
GRATUITOUS
GENERALISATIONS
SHAPE-SHIFT YOUR CONTENT 7Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 8
GLUTTONS
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 9
VERY PICKY….
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 10
‘FADDISTS’
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 11
THE AVERAGE SCHMO
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 12
TECH-SAVVY
TRIBES
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 13
THE EDUCATED BUYER
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 14
DIGITAL
NOMADS
Twitter: @JayRHenley Web: www.communicationscrucible.com
HOW TO GET
UNDER THEIR
SKIN?
SHAPE-SHIFT YOUR CONTENT 15Twitter: @JayRHenley Web: www.communicationscrucible.com
First principles, Clarice. Simplicity.
Of each particular thing ask:
What is it in itself? What is its nature?
What does h...
THE
SCIENCE BIT
SHAPE-SHIFT YOUR CONTENT 17Twitter: @JayRHenley Web: www.communicationscrucible.com
27,000,000
Pieces of content
shared each day
AOL & Nielsen (2012)
SHAPE-SHIFT YOUR CONTENT 18Twitter: @JayRHenley Web: www...
9 OUT OF 10
Organisations market
with content
Content Marketing Institute 2012
SHAPE-SHIFT YOUR CONTENT 19Twitter: @JayRHe...
86% of B2C
marketers use
content marketing
91% of B2B
SHAPE-SHIFT YOUR CONTENT 20
Content Marketing Institute 2012
Twitter...
64% of B2B
content marketers say
their biggest challenge is
producing enough content
Content Marketing Institute 2012
SHAP...
Companies with
an active blog report
97% more leads
Content+ 2013
SHAPE-SHIFT YOUR CONTENT 22Twitter: @JayRHenley Web: www...
90% of users
listen to recommendations
shared by friends
Voltier Digital 2012
SHAPE-SHIFT YOUR CONTENT 23Twitter: @JayRHen...
73%
of all industry-specific
Twitter posts include
content sharing
AOL & Nielsen 2012
SHAPE-SHIFT YOUR CONTENT 24Twitter: ...
99%
of people who share
via social networks do so
via multiple platforms
AOL & Nielsen 2012
SHAPE-SHIFT YOUR CONTENT 25Twi...
58%
of consumers trust
editorial content
AOL & Nielsen 2012
SHAPE-SHIFT YOUR CONTENT 26Twitter: @JayRHenley Web: www.commu...
90%
of consumers find
custom content useful
Custom Content Council 2011
SHAPE-SHIFT YOUR CONTENT 27Twitter: @JayRHenley We...
78%
believe that organisations
providing custom content are
interested in building good
relationships with them
Custom Con...
Articles with images get
94% more views
Content+ 2013
40%of people
will respond better
to visual information
than plain te...
Content marketing
costs 62% less
than traditional marketing
Demand metric 2013
SHAPE-SHIFT YOUR CONTENT 30Twitter: @JayRHe...
HOW?
SHAPE-SHIFT YOUR CONTENT 31Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 32Twitter: @JayRHenley Web: www.communicationscrucible.com
Great and effective
content marketing
is NOT the new
BLACK…
SHAPE-SHIFT YOUR CONTENT 33Twitter: @JayRHenley Web: www.commu...
“Dividing a market into
smaller groups of Buyers
who have distinct
needs, characteristics or
behaviour
and who might requi...
“I don't know the rules
of grammar... If you're trying to
persuade people to do something,
or buy something, it seems to m...
DISTINCT NEEDS
or CHARACTERISTICS.
SEPARATE
marketing MIXES.
Use their language, the language they use
every day, the lang...
Shape-shifting content adapts to meet
YOUR definitions of YOUR buyer personas.
SHAPE-SHIFT YOUR CONTENT 37Twitter: @JayRHe...
SHAPE-SHIFT YOUR CONTENT 38Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 39Twitter: @JayRHenley Web: www.communicationscrucible.com
HANDS UP!
What do you think is wrong with
this finely crafted piece of prose?
SHAPE-SHIFT YOUR CONTENT 40Twitter: @JayRHen...
CONSISTENCY
Different, albeit OK ideas,
fighting for supremacy.
Split-personality
SHAPE-SHIFT YOUR CONTENT 41Twitter: @Jay...
If you want your
communications to be in
harmony, you’ve got to
keep control of the tone.
SHAPE-SHIFT YOUR CONTENT 42Twitt...
SHAPE-SHIFT YOUR CONTENT 43Twitter: @JayRHenley Web: www.communicationscrucible.com
Being tone
deaf or
just mute.
SHAPE-SHIFT YOUR CONTENT 44Twitter: @JayRHenley Web: www.communicationscrucible.com
Speak WITH
people
rather than
AT people.
SHAPE-SHIFT YOUR CONTENT 45Twitter: @JayRHenley Web: www.communicationscrucible.c...
Being just
– well –
irrelevant
SHAPE-SHIFT YOUR CONTENT 46Twitter: @JayRHenley Web: www.communicationscrucible.com
Use a laser-
guided
missile not
a carpet
bomb
SHAPE-SHIFT YOUR CONTENT 47Twitter: @JayRHenley Web: www.communicationscruci...
Empathy
rather than
impersonation.
SHAPE-SHIFT YOUR CONTENT 48Twitter: @JayRHenley Web: www.communicationscrucible.com
INSIGHTS TO
WORK LIFE1
OBJECTIVES, ORIENTATION,
AND OBSTACLES
HOW TO UNDERSTAND &
ADDRESS THESE ISSUES
What’s important
2
...
Personas don’t buy.
PEOPLE do.1
SHAPE-SHIFT YOUR CONTENT 50Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 51
Emmett Clayton:
Well, chess is the
ultimate test of the
human mind, isn’t it?
Tomlin Dudek:
Yo...
SO ASK THE CUSTOMER
Use interviews gathered from salespeople,
customer service interactions
and customers.
And not just an...
2
SHAPE-SHIFT YOUR CONTENT 53
Humanistic v mechanistic
Twitter: @JayRHenley Web: www.communicationscrucible.com
REALLY…
ASK THE CUSTOMER
Personas should become
instrumental in the development of our
content and marketing strategies.
S...
3
SHAPE-SHIFT YOUR CONTENT 55
Make your marketing
flexible not fixated
Twitter: @JayRHenley Web: www.communicationscrucibl...
SHAPE-SHIFT YOUR CONTENT 56
Guidelines will not
compensate for lack
of writing ability or
common sense
Twitter: @JayRHenle...
4
SHAPE-SHIFT YOUR CONTENT 57
Personas aren’t the silver
bullet.
Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 58
Sgt. Leftkowski:
You know, Lieutenant, uh,
I’m in the homicide office
at least, uh, once a wee...
SHAPE-SHIFT YOUR CONTENT 59Twitter: @JayRHenley Web: www.communicationscrucible.com
SHAPE-SHIFT YOUR CONTENT 60Twitter: @JayRHenley Web: www.communicationscrucible.com
Empathy rather than formula1
Ask your customers
Don’t forget it’s a MIX for a reason
The ‘difficult’ final slide
2
3
SHAPE...
THANK YOU
JONATHAN HENLEY
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  • HOW DO YOU WANT YOUR AUDIENCES TO ACT?
  • Jonathan Henley: Shape-shift your Content

    1. 1. SHAPE-SHIFT YOUR CONTENT WITH JONATHAN HENLEY
    2. 2. HELLO WELCOME TO MY VIEW OF SHAPE-SHIFTING STUFF TO MAKE IT BETTER. SHAPE-SHIFT YOUR CONTENT 2Twitter: @JayRHenley Web: www.communicationscrucible.com
    3. 3. WHAT? SHAPE-SHIFTING… SHAPE-SHIFT YOUR CONTENT 3Twitter: @JayRHenley Web: www.communicationscrucible.com
    4. 4. UNDERSTANDING YOUR AUDIENCE1 PITCHING YOUR CONTENT TO MATCH YOUR AUDIENCES HOW TO TAILOR YOUR TOP CONTENT TODAY 2 3 SHAPE-SHIFT YOUR CONTENT 4Twitter: @JayRHenley Web: www.communicationscrucible.com
    5. 5. WHY IS THIS IMPORTANT? SHAPE-SHIFT YOUR CONTENT 5Twitter: @JayRHenley Web: www.communicationscrucible.com
    6. 6. SHAPE-SHIFT YOUR CONTENT 6 What do we want? ‘Useful, relevant information.’ When do we want it? ‘Yesterday.’ Twitter: @JayRHenley Web: www.communicationscrucible.com
    7. 7. SOME GRATUITOUS GENERALISATIONS SHAPE-SHIFT YOUR CONTENT 7Twitter: @JayRHenley Web: www.communicationscrucible.com
    8. 8. SHAPE-SHIFT YOUR CONTENT 8 GLUTTONS Twitter: @JayRHenley Web: www.communicationscrucible.com
    9. 9. SHAPE-SHIFT YOUR CONTENT 9 VERY PICKY…. Twitter: @JayRHenley Web: www.communicationscrucible.com
    10. 10. SHAPE-SHIFT YOUR CONTENT 10 ‘FADDISTS’ Twitter: @JayRHenley Web: www.communicationscrucible.com
    11. 11. SHAPE-SHIFT YOUR CONTENT 11 THE AVERAGE SCHMO Twitter: @JayRHenley Web: www.communicationscrucible.com
    12. 12. SHAPE-SHIFT YOUR CONTENT 12 TECH-SAVVY TRIBES Twitter: @JayRHenley Web: www.communicationscrucible.com
    13. 13. SHAPE-SHIFT YOUR CONTENT 13 THE EDUCATED BUYER Twitter: @JayRHenley Web: www.communicationscrucible.com
    14. 14. SHAPE-SHIFT YOUR CONTENT 14 DIGITAL NOMADS Twitter: @JayRHenley Web: www.communicationscrucible.com
    15. 15. HOW TO GET UNDER THEIR SKIN? SHAPE-SHIFT YOUR CONTENT 15Twitter: @JayRHenley Web: www.communicationscrucible.com
    16. 16. 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
    17. 17. THE SCIENCE BIT SHAPE-SHIFT YOUR CONTENT 17Twitter: @JayRHenley Web: www.communicationscrucible.com
    18. 18. 27,000,000 Pieces of content shared each day AOL & Nielsen (2012) SHAPE-SHIFT YOUR CONTENT 18Twitter: @JayRHenley Web: www.communicationscrucible.com
    19. 19. 9 OUT OF 10 Organisations market with content Content Marketing Institute 2012 SHAPE-SHIFT YOUR CONTENT 19Twitter: @JayRHenley Web: www.communicationscrucible.com
    20. 20. 86% of B2C marketers use content marketing 91% of B2B SHAPE-SHIFT YOUR CONTENT 20 Content Marketing Institute 2012 Twitter: @JayRHenley Web: www.communicationscrucible.com
    21. 21. 64% of B2B content marketers say their biggest challenge is producing enough content Content Marketing Institute 2012 SHAPE-SHIFT YOUR CONTENT 21Twitter: @JayRHenley Web: www.communicationscrucible.com
    22. 22. Companies with an active blog report 97% more leads Content+ 2013 SHAPE-SHIFT YOUR CONTENT 22Twitter: @JayRHenley Web: www.communicationscrucible.com
    23. 23. 90% of users listen to recommendations shared by friends Voltier Digital 2012 SHAPE-SHIFT YOUR CONTENT 23Twitter: @JayRHenley Web: www.communicationscrucible.com
    24. 24. 73% of all industry-specific Twitter posts include content sharing AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 24Twitter: @JayRHenley Web: www.communicationscrucible.com
    25. 25. 99% of people who share via social networks do so via multiple platforms AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 25Twitter: @JayRHenley Web: www.communicationscrucible.com
    26. 26. 58% of consumers trust editorial content AOL & Nielsen 2012 SHAPE-SHIFT YOUR CONTENT 26Twitter: @JayRHenley Web: www.communicationscrucible.com
    27. 27. 90% of consumers find custom content useful Custom Content Council 2011 SHAPE-SHIFT YOUR CONTENT 27Twitter: @JayRHenley Web: www.communicationscrucible.com
    28. 28. 78% believe that organisations providing custom content are interested in building good relationships with them Custom Content Council 2011 SHAPE-SHIFT YOUR CONTENT 28Twitter: @JayRHenley Web: www.communicationscrucible.com
    29. 29. Articles with images get 94% more views Content+ 2013 40%of people will respond better to visual information than plain text SHAPE-SHIFT YOUR CONTENT 29Twitter: @JayRHenley Web: www.communicationscrucible.com
    30. 30. Content marketing costs 62% less than traditional marketing Demand metric 2013 SHAPE-SHIFT YOUR CONTENT 30Twitter: @JayRHenley Web: www.communicationscrucible.com
    31. 31. HOW? SHAPE-SHIFT YOUR CONTENT 31Twitter: @JayRHenley Web: www.communicationscrucible.com
    32. 32. SHAPE-SHIFT YOUR CONTENT 32Twitter: @JayRHenley Web: www.communicationscrucible.com
    33. 33. Great and effective content marketing is NOT the new BLACK… SHAPE-SHIFT YOUR CONTENT 33Twitter: @JayRHenley Web: www.communicationscrucible.com
    34. 34. “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 SHAPE-SHIFT YOUR CONTENT 34Twitter: @JayRHenley Web: www.communicationscrucible.com
    35. 35. “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 SHAPE-SHIFT YOUR CONTENT 35Twitter: @JayRHenley Web: www.communicationscrucible.com
    36. 36. DISTINCT NEEDS or CHARACTERISTICS. SEPARATE marketing MIXES. Use their language, the language they use every day, the language in which they think. SHAPE-SHIFT YOUR CONTENT 36Twitter: @JayRHenley Web: www.communicationscrucible.com
    37. 37. Shape-shifting content adapts to meet YOUR definitions of YOUR buyer personas. SHAPE-SHIFT YOUR CONTENT 37Twitter: @JayRHenley Web: www.communicationscrucible.com
    38. 38. SHAPE-SHIFT YOUR CONTENT 38Twitter: @JayRHenley Web: www.communicationscrucible.com
    39. 39. SHAPE-SHIFT YOUR CONTENT 39Twitter: @JayRHenley Web: www.communicationscrucible.com
    40. 40. HANDS UP! What do you think is wrong with this finely crafted piece of prose? SHAPE-SHIFT YOUR CONTENT 40Twitter: @JayRHenley Web: www.communicationscrucible.com
    41. 41. CONSISTENCY Different, albeit OK ideas, fighting for supremacy. Split-personality SHAPE-SHIFT YOUR CONTENT 41Twitter: @JayRHenley Web: www.communicationscrucible.com
    42. 42. If you want your communications to be in harmony, you’ve got to keep control of the tone. SHAPE-SHIFT YOUR CONTENT 42Twitter: @JayRHenley Web: www.communicationscrucible.com
    43. 43. SHAPE-SHIFT YOUR CONTENT 43Twitter: @JayRHenley Web: www.communicationscrucible.com
    44. 44. Being tone deaf or just mute. SHAPE-SHIFT YOUR CONTENT 44Twitter: @JayRHenley Web: www.communicationscrucible.com
    45. 45. Speak WITH people rather than AT people. SHAPE-SHIFT YOUR CONTENT 45Twitter: @JayRHenley Web: www.communicationscrucible.com
    46. 46. Being just – well – irrelevant SHAPE-SHIFT YOUR CONTENT 46Twitter: @JayRHenley Web: www.communicationscrucible.com
    47. 47. Use a laser- guided missile not a carpet bomb SHAPE-SHIFT YOUR CONTENT 47Twitter: @JayRHenley Web: www.communicationscrucible.com
    48. 48. Empathy rather than impersonation. SHAPE-SHIFT YOUR CONTENT 48Twitter: @JayRHenley Web: www.communicationscrucible.com
    49. 49. INSIGHTS TO WORK LIFE1 OBJECTIVES, ORIENTATION, AND OBSTACLES HOW TO UNDERSTAND & ADDRESS THESE ISSUES What’s important 2 3 SHAPE-SHIFT YOUR CONTENT 49Twitter: @JayRHenley Web: www.communicationscrucible.com
    50. 50. Personas don’t buy. PEOPLE do.1 SHAPE-SHIFT YOUR CONTENT 50Twitter: @JayRHenley Web: www.communicationscrucible.com
    51. 51. SHAPE-SHIFT YOUR CONTENT 51 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. Twitter: @JayRHenley Web: www.communicationscrucible.com
    52. 52. 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. SHAPE-SHIFT YOUR CONTENT 52Twitter: @JayRHenley Web: www.communicationscrucible.com
    53. 53. 2 SHAPE-SHIFT YOUR CONTENT 53 Humanistic v mechanistic Twitter: @JayRHenley Web: www.communicationscrucible.com
    54. 54. REALLY… ASK THE CUSTOMER Personas should become instrumental in the development of our content and marketing strategies. SHAPE-SHIFT YOUR CONTENT 54Twitter: @JayRHenley Web: www.communicationscrucible.com
    55. 55. 3 SHAPE-SHIFT YOUR CONTENT 55 Make your marketing flexible not fixated Twitter: @JayRHenley Web: www.communicationscrucible.com
    56. 56. SHAPE-SHIFT YOUR CONTENT 56 Guidelines will not compensate for lack of writing ability or common sense Twitter: @JayRHenley Web: www.communicationscrucible.com
    57. 57. 4 SHAPE-SHIFT YOUR CONTENT 57 Personas aren’t the silver bullet. Twitter: @JayRHenley Web: www.communicationscrucible.com
    58. 58. SHAPE-SHIFT YOUR CONTENT 58 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. Twitter: @JayRHenley Web: www.communicationscrucible.com
    59. 59. SHAPE-SHIFT YOUR CONTENT 59Twitter: @JayRHenley Web: www.communicationscrucible.com
    60. 60. SHAPE-SHIFT YOUR CONTENT 60Twitter: @JayRHenley Web: www.communicationscrucible.com
    61. 61. Empathy rather than formula1 Ask your customers Don’t forget it’s a MIX for a reason The ‘difficult’ final slide 2 3 SHAPE-SHIFT YOUR CONTENT 61 Write with the reader and channels in mind Be consistent and naturally so 4 5 Twitter: @JayRHenley Web: www.communicationscrucible.com
    62. 62. THANK YOU JONATHAN HENLEY

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