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Content marketing explained

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Content marketing explained


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@googledave @googledave


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Be genuine, Be sincere, Be authentic


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Or…


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1. Satisfied with what one is or has; not wanting more or anything else.


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Company – Employer brand and what it ‘feels’ like Candidate – Meaningful, two way persona connections Culture – Your people with passionate behaviours Community – Attract, engage (build) and convert Commitment – Passion, dedication, time & effort


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“Strategy without tactics is the slowest route to victory, tactics without strategy is the nose to defeat” SUN TZU The Art of war @googledave


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@googledave


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@googledave @googledave


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“A Brand is not what YOU say its is… it’s what THEY say it is”


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@googledave


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@googledave


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@googledave


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@googledave


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…wants to evolve the way the world moves …connect millions of people in real life all over the world, through a community marketplace – so that you can Belong Anywhere …we save money for a better everyday life …inspire and nurture the human spirit – one person, one cup and one neighborhood at a time


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…wants to evolve the way the world moves …connect millions of people in real life all over the world, through a community marketplace – so that you can Belong Anywhere UBER AIRBNB …we save money for a better everyday life IKEA …inspire and nurture the human spirit – one person, one cup and one neighborhood at a time STARBUCKS


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“Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers ”


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@googledave


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@googledave


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@googledave


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@googledave


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PERSONA PAIN & PLEASURE Exercise


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Think WHAT DO THEY WORRY ABOUT AT NIGHT? WHAT ARE THER FUTURE CHALLANGES? WHAT DO THEY GET FRUSTRATED WITH? HOW ARE THEY MEASURED? WHAT MAKES THEM SUCCESSFUL? WHAT WOULD MAKE THEIR LIFE EASIER?


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@googledave


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@googledave


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ACCELERATED AUDIENCES What would a ,marketer do…. BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive Email data LinkedIn followers on company page Twitter – consider buying handles (footy accumlator story) Facebook darkposts @googledave


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Expertise WE KNOW WHO YOU ARE Social Ad’s Flexible to persona


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@googledave


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@googledave ·  It’s a marriage, not a one night stand ·  Humans are at the other end ·  Tailor your approach to the influencer ·  Listen and learn ·  Make friends before you need them


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@googledave   @googledave


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Your SUSPECTS


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@googledave


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#intalent @googledave


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@googledave


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@googledave


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Set up New situation Progress Climax Complications Final push Aftermath @googledave


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@googledave


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BULLSHIT! @googledave


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@googledave


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@googledave


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@googledave


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WHAT’S YOUR STORY? Exercise


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Think DISCUSS AND SHARE YOUR STORIES SHARE COMPANY LEGENDS? TELL YOUR PEOPLES TALES?


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@googledave


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Ethos Pathos Credibility - Trust Logos Consistency - Logic Emotions - Imagination


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#RecruitIn @googledave HAPPY FEAR SAD ANGER ANTICIPATION @googledave


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@googledave


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1. Industry Pain Points 2. Common Customer Q’s 3. Trending Industry Topics 4. Brand Stories 5. Research & Analysis 6. Outside of industry into your world 7. Industry News & Trends @googledave


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@googledave


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@googledave


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@googledave


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@googledave


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@googledave


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@googledave Think like investigative journalists Ask the audience, spot trends Create links with you PR teams Hot topic ‘whats app’ group


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@bryan_phc #AskPh @googledave


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@bryan_phc #AskPh @googledave COKE BOTTLES WITH NAMES @googledave


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FULL SCREEN “SHOT ON IPHONE 6” PHOTO @googledave


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@googledave


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@googledave High quality and relevant over time Educational, how to posts… History and future of posts… Educational posts, guides… Create multiple posts to cascade Create content ‘hubs’ and linkable assets


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CONTENT CASCADES… make life easier and provide scale Webinar Youtube video Podcast Transcribed content Blogs Slideshare deck Speaking at Events… Community response – feeds content evolution Nationwide infographic graduate and influencer interviews – turned into content) Series of blogs and visual assets about them Keeps the original content idea/concept ‘alive’ @googledave


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Ask the audience Live Chat Google Analytics ‘in site search’ Google suggestion tool Google insights – spot upward trends Keyword research – Persona topics through the funnel


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Events in your business Events in your sectors Seasonal trends in your personas world Seasonal events Films, TV shows


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@googledave @googledave


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@googledave


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United learning should EMPOWER INSPIRE RECOGNISE (BE) LOCAL


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CONTENT IDEAS Exercise


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GIVE VALUE & ALWAYS BE HELPING MAGNIFICNANT 7 THEMES DIFFFERENT CONTENT ASSETS EMPATHY AND EMOTION WHATS HOT AND ALSO THINK FUTURE PERSONALISE CONTENT AND MESSAGE EVERGREEN CONTENT CREATIVE OUTREACH CONTENT CASCADES Think


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…Oh S%&t! How do we do it


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SEE THINK DO DELIGHT Type of content


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SEE THINK DO DELIGHT Length of strategy Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH


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SEE THINK DO DELIGHT Determine Objective Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH


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@googledave


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Insurance story - newsjackingk


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@googledave


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@googledave


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@googledave


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@googledave


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Disappointment by design Engineering disaffection… Picture of balloon that’s popping kids balloon, @googledave


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@googledave


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@googledave


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Silver and Bronze medalists…. Image…. @googledave


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@googledave


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@googledave


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@googledave


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Carl W. Buehner @googledave “People may not remember what you did or said, but they will always remember how you made them feel”


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Thank you. @googledave googledave@ph-creative.com @googledave


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