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Discover what good content looks like
Joe 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              With            MORE
     MORE                MORE             quickly
    content              people



                From
                                  MORE              We’re all
                MORE
                                  often              digital
               sources
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
Discover what good content looks like
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


                                           Attitudes
                                            Triggers
                                           Pain Points
                                           Hot Topics



             Influencers
              (and who to                                                Where
                recruit)




                               Who                       Competition
                                                          Share of the
                            Demographics
                                                          conversation
The listening workflow

The listening workflow



          Start                Middle                   End

                                                • Finding your
                                                  community
                           Look for trends or
                                                • Building personas
        Keywords               common
                                                • Find influencers
                             conversations
                                                • Discover triggers
                                                • Pain points
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
Discover what good content looks like
Discover what good content looks like
Discover what good content looks like
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 2011
    Barnum and sully report 2010
The Psychology of Sharing

Psychology of sharing New York Times 2011
Motivations to Share


   To bring
                                                                          To get the
   valuable                            To grow
                    To define                                              word out
     and                             and nourish           Self-
                   ourselves to                                             about
 entertaining                             our           fulfillment
                      others                                              causes or
  content to                         relationships
                                                                            brands
    others


   49% say        68% share to         49% say         78% share          84% share
 sharing allows   give people a      sharing allows     information     because it is a
them to inform    better sense of   them to inform         online       way to support
    others of      who they are         others of     because it lets   causes or issues
 products they    and what they      products they       them stay        they care
  care about        care about        care about      connected to          about
      and                                 and           people they
   potentially                         potentially        may not
    change                              change        otherwise stay
   opinions or                         opinions or     in touch with
  encourage                           encourage
     action                              action
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
                                         Alturists

•   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.
Careerisits

                                          Careerists
•   Valuable
•   Intelligent
•   Networks




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



•   Cutting Edge
•   Creative
•   Identity
•   Popular
•   Youth



                              “
         “    Sharing is actually part
              of who I am.
Boomerangs

                                               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.
Connectors

                                            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.
Selectives


•   Resourceful                            Selectives
•   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.
Which one are you?




Alturists   Careerists   Hipsters   Boomerangs   Connectors   Selectives
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 credit
                   Get shared
    Get shared                        Listen         Respond       for
                     again
                                                               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
Maximise
reach, create a                                                                           Animated
                                                                                          infographics, further
                                                                                          opinion and insight via
journey                                                                                   talking heads and vox
                                                                                          pops, create a trailer
                                                                     Email
          Owned and     3rd                                          data
          party blogs                                                capture

                                                 Whitepaper /
                                                      report
                                                                                                    Presentation around the
                                                                                                    reports and how to
                                                                                                    action the information
                                                                                                    within your business
                                                             Meeting           Webinars


                              Excerpt from report with
                              full access after data
    • Lead                    capture
    generation

    • Social
    conversation              Infographics
    drivers

    •Truncated, re
                                                          Social tools
                                                                                                                              Take snippets of the
    purposed                                             See following pages
                                                                                                                              report and tweet /
    content                                                                                                                   update status, creating
                                                                                                                              interest amongst target
                                                                                                                              audience driving along
                                                                                                                              the 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!
Discover what good content looks like
Joe Edwards
joeedwards@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/

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Discover what good content looks like

  • 1. Discover what good content looks like Joe Edwards – Digital & Social Planner @brandjoe linkedin.com/in/brandjoe
  • 2. Hello! • Digital & Social Planner at OTM • www.otmcreate.com • @brandjoe • Working on a new content marketing tool to help marketers
  • 4. 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
  • 5. We Now Live In Post Digital Age We share With MORE MORE MORE quickly content people From MORE We’re all MORE often digital sources
  • 6. 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
  • 8. 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
  • 9. 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?!?!?
  • 10. This way of thinking is never going to get you out of the churn
  • 11. 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
  • 12. How to become a CAUSE king • Don’t create segments • Find your personas
  • 13. 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
  • 14. Go out and find them Attitudes Triggers Pain Points Hot Topics Influencers (and who to Where recruit) Who Competition Share of the Demographics conversation
  • 15. The listening workflow The listening workflow Start Middle End • Finding your community Look for trends or • Building personas Keywords common • Find influencers conversations • Discover triggers • Pain points
  • 16. Finding good examples of B2B content • Hunting high and low • It’s not been easy • Conclusion
  • 17. Your content makes me sick!
  • 18. How did that make you feel?
  • 19. Anger
  • 21. Fear
  • 22. A few more to get you thinking • Emotions drive sharing • Sharing drives a deeper understanding and action • Actions drive preference • Preference drives decisions
  • 23. Where are the B2B examples? • They are hard to find • In B2B we’re going to have to take a leap of faith
  • 25. 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
  • 29. BIG RED • Through personalisation of content we created: – Opportunity to share – Moments of humour
  • 30. It’s great when your content gets consumed
  • 31. But when it gets processed and shared there’s more benefit
  • 32. 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 2011 Barnum and sully report 2010
  • 33. The Psychology of Sharing Psychology of sharing New York Times 2011
  • 34. Motivations to Share To bring To get the valuable To grow To define word out and and nourish Self- ourselves to about entertaining our fulfillment others causes or content to relationships brands others 49% say 68% share to 49% say 78% share 84% share sharing allows give people a sharing allows information because it is a them to inform better sense of them to inform online way to support others of who they are others of because it lets causes or issues products they and what they products they them stay they care care about care about care about connected to about and and people they potentially potentially may not change change otherwise stay opinions or opinions or in touch with encourage encourage action action
  • 35. 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
  • 36. Altruists Alturists • 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.
  • 37. Careerisits Careerists • Valuable • Intelligent • Networks “ I share [things related to] business interests and exchange ideas on how to improve our company’s “ offerings to our customers.
  • 38. Hipsters Hipsters • Cutting Edge • Creative • Identity • Popular • Youth “ “ Sharing is actually part of who I am.
  • 39. Boomerangs 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.
  • 40. Connectors 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.
  • 41. Selectives • Resourceful Selectives • 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.
  • 42. Which one are you? Alturists Careerists Hipsters Boomerangs Connectors Selectives
  • 43. Now we know why they share | How can we influence it?
  • 44. 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
  • 45. Sharing is the beginning • Yes I know I said it was the aim • But lets move it on to generating conversation Get credit Get shared Get shared Listen Respond for again responding
  • 48. Making the most of your content • Maximise reach • Align to the buying process • Make the most of your content
  • 49. He finally mentioned the word whitepaper • Getting the most from your content • Lets look how we can re-purpose this whitepaper
  • 50. Maximise reach, create a Animated infographics, further opinion and insight via journey talking heads and vox pops, create a trailer Email Owned and 3rd data party blogs capture Whitepaper / report Presentation around the reports and how to action the information within your business Meeting Webinars Excerpt from report with full access after data • Lead capture generation • Social conversation Infographics drivers •Truncated, re Social tools Take snippets of the purposed See following pages report and tweet / content update status, creating interest amongst target audience driving along the journey
  • 51. Homework • The next piece of content you create – Evoke an emotion – Generate a conversation
  • 52. If you need some help: Contented.ly
  • 53. 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!
  • 56. 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/

Hinweis der Redaktion

  1. Anger maybe not an emotion we wish to evoke but use content that can help dissipate anger, by answering your audiences paint points. Take a look how the one dollar shave club have identified a pain point of “expensive shave tech that you don’t need”, answered it, and put a smile on your face.
  2. Quite some time ago the government produced some adverts that looked at the affect smoking has on your arteries, it was really quite visually disgusting.
  3. The campaign below was actually created by OTM for the movie The Last Exorcism. Viewer discretion is advised. A great piece of content that connected with the audience and drove a lot of conversation around the web, even if I do say so myself.
  4. I have been at a few b2b conferences, I got a bit annoyed there there we’re no b2b examples and he just palmed us of that we’re all the sameBut I feel that I’m just not seeing the “good” content and that I want to see more being created by content marketersThat said I’ve managed to pull some content that is evoking emotion or engaging the content