Content Moments, Not Content Marketing. By John Lane - Centerline Digital
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Transcript of Content Moments, Not Content Marketing. By John Lane - Centerline Digital
not Content Marketing
John Lane Chief Strategy Officer
Content Moments
@johnvlane | @centerline
What The Hell Is Going On Here?
What makes a
@johnvlane | @centerline
moment?
@johnvlane | @centerline
@johnvlane | @centerline
1Big Point There’s too much focus on
quantity of content
as the path to content marketing success.
We’re Content Hoarders
@johnvlane | @centerline
We’re Content Hoarders
YOU ARE HERE
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
1Questions you may be asking yourself right now…
Doesn’t quantity of content play a big role in findability (SEO)?
If I choose to focus on “less, better” then how do I choose what to create?
Something completely different from the audience…?
@johnvlane | @centerline
Big Content vs. Small Ball
Content Inventory, Audit, Gap Analysis.
@johnvlane | @centerline
Content Inventory, Audit, Gap Analysis.
Create New Math
World Relevance
Age + Accuracy + Utility + Channel Distribution
Brand Relevance
Message + Design + Effectiveness
@johnvlane | @centerline
@johnvlane | @centerline
2Big Point We truly believe we
know our audience but we really don’t know them at all.
Who The Hell Are These People, Really?
@johnvlane | @centerline
What’s so funny?
And why doesn’t she get the joke?
@johnvlane | @centerline
Who The Hell Are These People, Really?
Persona Creation
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@johnvlane | @centerline
Feedback Loops & Iteration
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CREATE
DELIVER
ACTIVATE
Edit – The Content Lifecycle Optimization
Replace Iterate Promote
PLAN MONITOR &MEASURE
@johnvlane | @centerline
@johnvlane | @centerline
2Questions you may be asking yourself right now…
So are you saying that personas are the most important thing or a waste of time?
How do I determine the best metrics and systems for my situation?
Something completely different from the audience…?
Cognitive Ease vs. Cognitive Strain
@johnvlane | @centerline
Tools To Help You Get To “Why”
@johnvlane | @centerline
Tools To Help You Get To “Why”
@johnvlane | @centerline
Tools To Help You Get To “Why”
@johnvlane | @centerline
@johnvlane | @centerline
3Big Point
To achieve relevance with your audience,
focus on context.
And to keep up with ever changing context, think in terms of
agile marketing.
@johnvlane | @centerline
agile…
…not necessarily Agile.
@johnvlane | @centerline
@johnvlane | @centerline
@johnvlane | @centerline
“We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.”
Iain Tait - Global Interactive Creative Director at Wieden+Kennedy
@johnvlane | @centerline
Heisenberg’s Uncertainty Principle
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@johnvlane | @centerline
3Questions you may be asking yourself right now…
How fast are things (channels, mediums, “marketing”) really changing?
How can I keep up (especially if I’m doing everything by myself)?
Are we done yet?!
Something completely different from the audience…?
Content Goals Are About Movement
Content Goals Are About Movement
Map To “Moments Of Need”
THANK YOU!
@johnvlane @centerline
ResourcesTom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) Cait Smith: “Navigating How Humans Think”
@johnvlane | @centerline
