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5 Content Marketing Monsters You Want To Avoid

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5 Content Marketing Monsters You Want To Avoid Pontus Staunstrup @PStaunstrup


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What’s this? These are the slides from a presentation I did recently. I’ve added explanatory comments where I felt it was needed. Hope you enjoy my monsters! @PStaunstrup


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”NotGettingItZilla” @PStaunstrup


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”NotGettingItZilla” doesn’t really get what content marketing is. But he knows it’s popular, so he wants to be a part of it. This is content marketing according to him: @PStaunstrup


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But content marketing is this: Content that’s relevant and useful to your target audience. The purpose is to create awareness, attract potential customers and increase sales through helping them solve problems or see new possibilities. Sometimes it’s about inspiring or challenging them. @PStaunstrup


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And he doesn’t really get how it works either. Rand Fishkin could be talking about him: Source:  Rand  Fishkin,  MOZ     @PStaunstrup


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This is how content marketing really works (still according to Rand): @PStaunstrup


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”No Distribution Mummy” @PStaunstrup


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The ”NoDistributionMummy” thinks it’s enough to post content. But ”If you build it, they will come” only works for Kevin Costner in Field of Dreams. @PStaunstrup


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Distribution is key Joe Pulizzi said it best. ”First, build an audience, then monetize it”. And in order to do that, you need to distribute your content via search, social, earned and paid media (like native advertising) @PStaunstrup


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Think converged media, just like Altimeter Group suggests: @PStaunstrup


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Convergence in practice Depending on the target audience, you will use it in different ways Targets Goals Message Paid Targets Goals Message Earned Targets Goals Message Earned Owned Owned Owned @PStaunstrup


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The idea is to always get your content distributed as much as possible: Own site (SEO) Social media - others Newsletters Paid– native (SEM) Digital content Apps Social media- own Forums Industry/Partner sites @PStaunstrup


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Funnelstein’s Monster @PStaunstrup


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This scary character believes in the funnel and sees everyone as a lead. He learnt it all from his aunt, Aida: @PStaunstrup


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I think Ben Chestnut, the founder of Mailchimp, has a much better idea - Flip the funnel: @PStaunstrup


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Instead of using funnels, chart your customers purchase process: Evaluation Purchase Gathering Experience Problem/Opportunity Lojalty Ambassador @PStaunstrup


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White papers Infographics E-books Evaluation B2B Tech guides Film Case Benchmarking Meetings Research Industry discussions Peers Purchase Price Trust UX Gathering Attention News Success stories Experience Problem/Opportunity Search Social Paid/Earned Lojalty Position Reliability Change Ambassador Service Inspire Develop Delivery Reliability Contract Customer stories Thought leadership Product news @PStaunstrup


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”NoData-tronic” from outer space @PStaunstrup


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”NoData-tronic” is like this guy. He refuses to use data: @PStaunstrup


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There is an abundance of data we can collect and analyze in content marketing Website  data   Social  data   Paid  media   data   @PStaunstrup


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Data is also necessary when setting KPIs for content marketing •  Reach – Awareness •  •  •  •  •  Usage: Seen, listened, downloaded Shares: social and links Activity: Subscribe, fill out form Converting: Sales, Lead generation Rank: SERP •  Content efficiency @PStaunstrup


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King ”Too Much Content” Kong @PStaunstrup


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Don’t listen to him! He’s the monster that came up with ”Content is King”, and he believes that if we just produce a flood of content everything will be fine. He doesn’t understand that content marketing is about quality, not quantity. @PStaunstrup


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Most of all, you need to work with distribution, unless you want your content to disappear in this: Infographic from Qmee @PStaunstrup


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Again, it’s about this: Own site (SEO) Social media - others Paid– native (SEM) Newsletters Digital content Apps Social media- own Forums Industry/Partner sites @PStaunstrup


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And this. Efficient content creation Micro conten t One interview Text Video Graphics Audio Q&A @PStaunstrup


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Instead of monsters, we need heroes @PStaunstrup


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Sherlock and Watson would be great at content marketing •  •  •  •  •  They would begin with a strategy Get buy-in from management Work patiently to get results Be creative and couragious And make a great team Well, obviously Watson would handle the getting buy-in and being patient part… @PStaunstrup


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Questions, thoughts? @PStaunstrup https://www.linkedin.com/ in/pontusstaunstrup www.staunstrup.se/en pontus@staunstrup.se @PStaunstrup


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