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[En] 5 key success factors for content marketing in 2017 and beyond

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Content marketing has been on everyone's agenda since 2014 (and ours since 1996!). Yet, the question is shifting from "how to produce content" to "how to differentiate with content". Here are 5 key success factors in content marketing derived from a keynote presentation delivered for eZ Systems in late 2016

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[En] 5 key success factors for content marketing in 2017 and beyond

  1. 1. 5 major key success factors for content marketing in 2017 and beyond to overcome the content shock Yann Gourvennec @ygourven Visionary Marketing @vismktg Oct 6, 2016 – Paris, France copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Oct. 2016 1
  2. 2. 1 room – 2 ‘different’ populations Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 2 Today, we have a chance to compare our views… beyond prejudice
  3. 3. Poll 1: Let’s see if it works for IT p2.gg/ypv copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Can you please describe IN YOUR EYES the evolution of the relationship between our 2 populations OVER THE PAST 2 YEARS
  4. 4. for marketers p2.gg/ypg Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 4 Can you please describe IN YOUR EYES the evolution of the relationship between our 2 populations OVER THE PAST 2 YEARS
  5. 5. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 5
  6. 6. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 6 a few years ago… Come on guys! We’re not the New York Times are we?!
  7. 7. 2014, epic year Joe Pulizzi brought content marketing to the agenda All started to learn about the subject (at last!) Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 7
  8. 8. Poll 2: role of online content in your day job for IT p2.gg/ypp copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Is content playing a crucial role in your business ?
  9. 9. Poll 2: the role of online content/info in your day job for marketers p2.gg/ypx Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 9 forIs content playing a crucial role in your business ?
  10. 10. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 10
  11. 11. 5 key success factors For each main issue there is one main key success factor Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 11
  12. 12. ksf 1. from shock to opportunity Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 12
  13. 13. Content marketing is booming but engagement is flat Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 13 source: adweek sept 2016 – Beckon survey – Sept 29 http://bit.ly/beckon2016report
  14. 14. 1. big budgets win 2. high entry costs 3. no more cost-benefit Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 14 how to avoid "content shock" Questions? > too much (of which) content? > ‘barriers to entry’ > cost-benefit
  15. 15. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 15 the idea there is an excess of information isn’t new When printing was invented, scholars pointed out that knowledge would be cheap and too accessible
  16. 16. what « content shock » were a « content opportunity » shock opportunity š the poorer the content, the more space for differentiation š the more pervasive advertising is the more space for true content š the more superficial content the more opportunities to go deeper how can you succeed? Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 16
  17. 17. Poll 3: too much or little relevant content for IT p2.gg/yp9 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg How much relevant content (for your job)
  18. 18. Poll 3: too much or little relevant content for marketers p2.gg/ypn Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 18 How much relevant content (for your job)
  19. 19. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 19
  20. 20. ksf 2. social media is being re-configured Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 20
  21. 21. How Twitter shot himself in the foot 04/12/15 marketingland.com Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 21 2014
  22. 22. Social “mass media” Social media isn’t owned content, what matters is what others are sharing Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 22 @vismktg
  23. 23. Poll 4: your views with regards to social media in your day job for IT p2.gg/ypc copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Is social media playing a crucial role in your business ?
  24. 24. Poll 4: your views of social media in your day job for marketers p2.gg/ypt Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg fIs social media playing a crucial role in your business ?
  25. 25. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 25
  26. 26. ksf 3: cultivate differences Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 26
  27. 27. some things never change Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 27
  28. 28. š Candor š Urgency š Timeliness š Pithiness š Controversy š (maybe Utility if you want six) http://bit.ly/sgblogceo Seth Godin: critical success factors Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 28
  29. 29. Poll 5: how differentiating is the content produced by your business in your mind? for IT p2.gg/ypy copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Is online content playing a crucial role for your business ?
  30. 30. Poll 5: how differentiating is the content produced by your business in your mind? for marketers p2.gg/ypf Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 30 Is online content playing a crucial role for your business ?
  31. 31. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 31
  32. 32. ksf 4. write for humans Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 32
  33. 33. The ‘Why’ above all else write for humans š Sharing is not done by search engines š the more shares, the better not for (a) search engine Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 33
  34. 34. Poll 6: what is the purpose of your online content? for IT p2.gg/ype copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg When your business is producing content, the aim is...
  35. 35. Poll 6: what is the purpose of your online content? for marketers p2.gg/ypz Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 35 When your business is producing content, the aim is...
  36. 36. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 36
  37. 37. ksf 5. proams and UGC vs. ‘tone of voice’ Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 37 from latin, amator, he who loves
  38. 38. š no need to try and reach perfection despite what (large) businesses think š being on brand seems sufficient to (large) businesses as in traditional communications – it shouldn’t š lower your expectations to succeed in digital (while avoiding trash) š quality of content isn’t in the cover tip no.1: against perfection Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 38
  39. 39. šnew ways of doing content šhave you looked around you for skills? šmotivation, motivation, motivation tip no. 2 : the “guy in the basement” Jean-François Audenard : Orange Business Services Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 39
  40. 40. Poll 7: how is the guy in the basement doing? for IT p2.gg/yp7 copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg My business clearly values the skills of all its employees, regardless of rank or title
  41. 41. Poll 7: in your business how is the guy in the basement doing? for marketers p2.gg/ypk Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 41 My business clearly values the skills of all its employees, regardless of rank or title
  42. 42. Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 42
  43. 43. Some of our clients Here are some of the engagements carried out with B2B and B2C clients: Digital assessments and training sessions for banks, healthcare companies, high tech businesses and various international training organisations. Client support with regard to change management in the field of digital marketing. Expert blog creation and content marketing for businesses in Telecoms, IT, private banking, utilities and Big Data. We have also worked for businesses dealing with consumers, have trained top managers, communications experts, and various staffers in all sorts of companies. We have led induction seminars, crash courses, in-depth sessions and strategic sessions. We have also led social media and word of mouth marketing campaigns, optimised websites (SEO, SEM, content optimisation), created white papers dedicated to Web matters and developed personas for businesses mostly in IT, cloud computing and Telecoms. copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
  44. 44. About Visionary Marketing copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 44Oct. 2016

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