SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE … · HARRY POTTER Harry is an extremely brave,...
Transcript of SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE … · HARRY POTTER Harry is an extremely brave,...
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
TO CONTENT FOR CONTENT’S SAKE
SAYEXPELLIARMUS
THE MARAUDER’S MAP OF CONTENT MARKETING
Content
Marketing
Content
IdeasHeadlinesContent
Types
Conversion
Techniques
DataTools
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
BOOKS
POTTERMORE
CONFECTIONARY
THEME PARKS
SPIN OFFS
CLOTHING
GAMES
HARRY POTTERSTARTED AS JUST ONE STORY… EVOLVED INTO A BRAND
SPORTS
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT MARKETINGARE YOU FIT FOR CONTENT MARKETING
Q1.
Is your company interested in being positioned as an expert and thought leader?
Q2.
Do your customers look for information before buying?
Q3.
Do you want to keep in touch with your audience and generate more leads?
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT MARKETINGCHALLENGES THAT YOU WILL NEED TO OVERCOME
• Time and commitment will be needed
• Integration and buy-in from others will be needed
• You will need energy
• You will need access to constant stream of data and
analytics
• Content must be customer focused
• You will likely need some form of promotional budget
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT MARKETINGQUALITY CONTENT BEST PRACTICES
• Tell a story with your content
• Spark an emotional reaction
• Create content that is novel, bold and original
• Make it look great
• Make it shareable
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
WHAT DOES YOUR BRAND EMULATE?FANTASTIC BRANDS AND WHERE TO FIND THEM
• What does your brand stand for?
• Evian = purity
• BMW = performance
• Volvo = safety
• Galaxy = indulgence
• Innocent = fun
• This should be represented in your content
• Tone of voice to be considered
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT IDEAS“THE WAY TO GET GOOD IDEAS IS TO GET LOTS OF IDEAS AND THROW THE BAD ONES AWAY”
• Content that performs well is all
about coming up with a great idea
• Consume industry information
• Get out of the office
• Talk to people
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
IDEATIONBECAUSE MULTIPLE HEADS CAN BE BETTER THAN ONE
Have you utilised brainstorming
techniques:
Think out side the box
• Picture Association
• Content Funneling
• Superheroes
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
PICTURE ASSOCIATIONPICK A RANDOM PHOTO AND DEVELOP A STORY AROUND IT
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT FUNELLINGRAPID IDEA GENERATION THROUGH BRAINWRITING
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
SUPERHEROESVIEW THE TASK THROUGH A WELL KNOWN ALTER EGO
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
SCENARIOTHERE’S A NEW WAND SELLER IN TOWN
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
HARRY POTTER
Harry is an extremely brave, loyal, and selfless person who possesses tremendous strength of character. He willingly went to what he truly believed to be his death, because he believed that this was the way to defeat the Dark Lord. He will go to great lengths and risks in to help others, particularly his loved ones.
• Brave• Strong Willed• Selfless
HERMIONE GRANGER
Hermione was noted for being extremely intelligent and hard-working, coming out on top in most of her classes and continuously aiding Harry and Ron in their adventures. Unlike most wizards who depended solely on their magical ability, Hermione readily relied on logic.
• Intelligent• Logical• Determined
RUBEUS HAGRID
Hagrid is an incredibly warm, kind-hearted man, and would often forget his exceptional size and strength when patting people on the back. Another of Hagrid's greatest traits is his courage. He is very loyal to his friends and ready to defend them or fight for them if necessary.
• Strong• Couragous• Loyal
VOLDEMORT
Voldemort is a power-obsessed megalomaniac of the worst kind. Anti social traits were seen in his childhood, from stealing, to disturbing incidences and a certain disregard for rules. He is highly intelligent but his interests focus on the usefulness of people, objects, and powers to his goals.
• Intelligent• Powerful• Manipulative
DOBBY THE HOUSE ELF
Dobby is a brave, loyal house-elf, willing to put himself in dangerous situations when he knows it to be the right thing to do. He is also very loyal to the few friends he has and an extremely hard worker. He originally exclaimed that he liked freedom very much, but he liked work better.
• Hard Working• Brave• Personable
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
WHEN YOU GET CREATINGTHINGS TO THINK ABOUT
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
HEADLINESREMEMBER FIRST IMPRESSIONS COUNT
• Be specific
• Talk directly to / mention the
reader
• Use adjectives & verbs
• Stuck? Add a number or pose
a question
• Use existing research
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
TOOLSTHE BEST HEADLINE ANALYSERS
ADVANCED MARKETING INSTITUTE
aminstitute.com/headline/
COSCHEDULE
coschedule.com/headline-analyzer
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT TECHNIQUESOPTIMISE YOUR COPY TO BRING IN LEADS
• Include your most valuable info
first
• Write for the average users
attention (hint… this is not long…)
• Use bucket brigades
• Play on readers pain points
• Don’t forget the action in your CTA
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
ANALYSE YOUR CONTENTAND THEN IMPROVE UPON IT
• Utilise your analytical tools
• What’s being read, what is being asked?
• Are people engaging with your content
• What are you asking them to do next? Are they doing it?
• Use heat maps for insights
• Look at all of this and learn from it…
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
CONTENT TYPESTHINK BEYOND BLOGGING
INFORM
EDUCATE
INSPIRE
ENTERTAIN
CONVINCESUPPORT
Whitepapers
eBooks
How to guide
Opinions on forums
Checklists
Videos
Animations
GIFs
Podcasts
Images
Case Studies
Infographics
Webinars
Galleries
Research Reports
Interactive Tools
Virtual Reality/Augmented Reality
Testimonials
Illustrations
Interviews
Tutorials
Industry Surveys
Q&As
Competitions
Press Releases
Product Updates
CONTENT
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
BLOGGINGEDUCATE & DEMONSTRATE EXPERTISE… DON’T SELL
Capture readers attention – offer them value
• Define a niche
• Use your brands tone of voice
• Base on search and interest
• Stick to a plan
• Constantly evolve
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
E-BOOKS & WHITEPAPERSEDUCATE & DEMONSTRATE EXPERTISE… DON’T SELL
Offer real value to the audience
• Utilise experts to gain something unique
• Post a teaser on places like slideshare
• Highlight important parts as a podcast or
explainer video
• Turn tips or key statistics into a social-friendly
infographic or fact sheet
• Re-purpose authoritative quotes/statements
into tweets
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
Part picture, part data create shareable content
• Offer facts and statistics
• Offer a practical solutions
• Create a mash-up
• Tell an original story
INFOGRAPHICSA PICTURE PAINTS A THOUSAND WORDS
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
VIDEOSBECAUSE EVERYONE HAS A VIDEO ON THEIR PHONE
Video content is being consumed more and
more – can be pre recorded or live.
• Use a conversational tone
• Make it short and concise emphasising
key points
• Be human and be yourself (particularly
with live data).
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
SOCIAL MEDIADOES SOCIAL MEDIA STILL MATTER?
It’s still an important tool in content
marketing, but make sure you use it right:
• Is it a good fit?
• Listen and learn
• Get creative
*Source: Content Marketing Institute 2018 Benchmarks, Budgets, and Trends Research
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
RESEARCHAN UNTAPPED OPPORTUNITY FOR MARKETERS
• Second most influence on a purchasing (after WOM)
• What questions do customers ask, are there any you can’t answer
• Think of bigger topics than just what you offer?
• Utilise survey tools
• Survey monkey, type form etc.
• Send to you audience, share on social, paid budget
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
INTERACTIVE TOOLSA PICTURE PAINTS A THOUSAND WORDS
Interactive content works best when creating something unique
• Add value, not vanity
• Create something people will want to use or share again and again
• Plan your measurement strategy - set benchmarks for KPIs such as
downloads, social shares, or leads.
• Make it useful and entertaining – something people will be proud
to share and promote for you.
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
PROMOTION IS IMPORTANTTODAY THERE IS SO MUCH NOISE TO BREAK THROUGH
• 4.6 billion pieces of content are produced daily
• A BuzzSumo review of 100 million articles published in 2017
found that social sharing has halved since 2015
• Growth in content publication and competition
• Rise in private sharing
• Social algorithm changes and fall in engagement
• SEO arguably now more important than ever as more
people go back to search to find information
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
MAGIC IN ACTIONIT CAN BE SIMPLE… TAKE A LITTLE INSPIRATION
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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING
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