Discover what good content looks likeJoe Edwards – Digital & Social Planner @brandjoe linkedin.com/in/brandjoe

Hello!

• Digital & Social Planner at OTM• www.otmcreate.com• @brandjoe• Working on a new content marketing tool

to help marketers

Quick show of hands

What I hope to cover off

• Understanding the good, the bad and the other stuff• How to create content that cuts through• Techniques to find insight• Build a strategy and tactics for your content• What it takes to become a content king• Using the right content to nudge the buyer down the funnel

We Now Live In Post Digital Age

We share MORE

content

From MORE

sources

With MORE people

MORE often

MORE quickly

We’re all digital

Content is on the up!

Every two days now we create as much information as we did from the dawn of civilization up until 2003

That’s something like 250,000 years of DVD-quality video

“ “

Same old, same old

• Everyone is doing the same old thing

• There’s plenty of churn• If you can manage to overcome the

resource problem• You quickly move onto the next

problem• Delivering quality• Getting cut through

Good B2B content is hard to find

• What do I mean by good?• Marketing focus on the Job title• Marketing focus on the vertical• Guess what?!?!?

This way of thinking is never going to get you out of the churn

How to become a content king

• DON’T become a content king• Become a CAUSE king• And do whatever it takes to

help your audience’s cause

How to become a CAUSE king

• Don’t create segments• Find your personas

Personas

• Build personas because you’ll get closer to the people• It will give you someone to aim for specifically

– Name– Age– Interests inside and outside of the office– Who do they influence?– Who influences them?– What are their pain points?– Where are they in the buying process?

• This will help find the CAUSE to back

Go out and find them

Influencers (and who to

recruit)

AttitudesTriggers

Pain PointsHot Topics

WhoDemographics

Where

CompetitionShare of the conversation

The listening workflow

KeywordsLook for trends or

common conversations

• Finding your community

• Building personas• Find influencers• Discover triggers• Pain points

Start Middle End

The listening workflow

Finding good examples of B2B content

• Hunting high and low • It’s not been easy• Conclusion

Your content makes me sick!

How did that make you feel?

Anger

Disgust

Fear

A few more to get you thinking

• Emotions drive sharing• Sharing drives a

deeper understanding and action

• Actions drive preference

• Preference drives decisions

Where are the B2B examples?

• They are hard to find• In B2B we’re going to have to take a leap of faith

Bad Stationery

Big Red

• Objective– Engage an audience in a seemingly low priority and highly

commoditised product• Pain Points

– Don’t want a service which restricts them and causes headaches every time they want to upgrade

• Further insights– Appealing to a 30+ year old male, audience grew up with Marvel

• Buying stage– Considering

BIG RED

• Through personalisation of content we created:– Opportunity to share – Moments of humour

It’s great when your content gets consumed

But when it gets processed and shared there’s more benefit

Shared is understood

• 73% say they process information more deeply, thoroughly and thoughtfully when they share it

• 63% more brand recall when something is interactive

Psychology of sharing New York Times 2011Barnum and sully report 2010

The Psychology of Sharing

Psychology of sharing New York Times 2011

Motivations to Share

49% say sharing

allows them to inform others of

products they care about

and potentially

change opinions or encourage

action

68% share to give people a better sense of who they

are and what they care

about

49% say sharing

allows them to inform others of

products they care about

and potentially

change opinions or encourage

action

78% share information

online because it lets

them stay connected to people they

may not otherwise stay in touch with

84% share because it is a

way to support

causes or issues they care about

To bring valuable

and entertaining content to others

To define ourselves to others

To grow and nourish

our relationship

s

Self-fulfillment

To get the word out

about causes or

brands

6 Personas of Sharers

• Segments are defined by:– Emotional motivations– Desired presentation of self– Role of sharing in life– Value of being first to share

Altruists

• Helpful• Reliable• Thoughtful• Connected

I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she appreciated that I had been thinking about her.

“ “Alturists

Careerisits

• Valuable• Intelligent• Networks

I share [things related to] business interests and exchange ideas on how to improve our company’s offerings to our customers.

“ “Careerists

Hipsters

• Cutting Edge• Creative• Identity• Popular• Youth

Sharing is actually part of who I am. “

“Hipsters

Boomerangs

• Reaction• Validation• Empowered

When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a response then I know I’ve missed my mark.

“ “Boomerangs

Connectors

• Creative• Relaxed• Thoughtful• Making Plans

I got a deal to the bar at the Gansevoort Hotel e-mailed to me. I forwarded it to a bunch of friends and we turned it into a girls night out.

“ “Connectors

Selectives

• Resourceful• Careful• Thoughtful• Informative

I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the material, there is no point in sharing it with them.

“ “Selectives

SelectivesAlturists Careerists Hipsters Boomerangs Connectors

Which one are you?

Now we know why they share | How can we influence it?

Influence sharing

• Appeal to customer motivation to connect with each other – not just with your brand– Fractal Marketing (taking

something, changing it and passing it on) – not just viral

• Trust is the cost of entry for getting shared

• KISS and it gets shared and it wont get muddled

• Appeal to their sense of humour• Embrace a sense of urgency

Sharing is the beginning

• Yes I know I said it was the aim• But lets move it on to generating conversation

Get sharedGet shared

againListen Respond

Get credit for

responding

Planning

Content Marketing Framework

Making the most of your content

• Maximise reach• Align to the buying process• Make the most of your content

He finally mentioned the word whitepaper

• Getting the most from your content• Lets look how we can re-purpose

this whitepaper

Whitepaper / report

• Lead generation

• Social conversation drivers

• Truncated, repurposed content

Infographics

Owned and 3rd party blogs

Webinars

Social tools

Meeting

Higher lead score wider reach

Take snippets of the report and tweet / update status, creating interest amongst target audience driving along the journey

Animated infographics, further opinion and insight via talking heads and vox pops, create a trailer

Presentation around the reports and how to action the information within your business

Excerpt from report with full access after data capture

Email data capture

See following pages

Maximise reach, create a journey

Homework

• The next piece of content you create– Evoke an emotion– Generate a conversation

If you need some help: Contented.ly

In Summary

• Understanding the the good, the bad and the other crap– You’ve seen some great examples

• How to create content that cuts through– Listening, personas, emotion, understanding sharing

• Build a strategy and tactics for your content– Framework

• What it takes to become a content king– Don’t become a CAUSE king

• Using the right content to nudge the buyer down the funnel– Maximising content

• Contented.ly – Will help you through the planning process - sign up TODAY!

Joe Edwardsjoeedwards@otmcreate.com@brandjoe

Image Credits

• http://www.flickr.com/photos/libertinus/5061193974/sizes/l/in/photostream/• http://www.flickr.com/photos/zeptonn/3965712792/sizes/o/in/photostream/• http://www.flickr.com/photos/deepblue66/132439533/sizes/z/in/photostream/• http://www.flickr.com/photos/gaensler/5209210788/sizes/l/in/photostream/• http://www.flickr.com/photos/blackcountrymuseums/5123015826/sizes/z/in/photostream/• http://www.flickr.com/photos/35688656@N00/62711239/• http://www.flickr.com/photos/cibergaita/62711239/sizes/l/in/photostream/• http://www.flickr.com/photos/mike-burns/5095046/sizes/l/in/photostream/• http://www.flickr.com/photos/riekhavoc/5335899675/sizes/l/in/photostream/• http://www.flickr.com/photos/ruthtsang/7292092138/sizes/z/in/photostream/