Creating content isn't about quantity, its about quality. Your company's content must be truly, inherently, massively helpful if it is going to stand out.
4. Autographed Book Giveaway
Audience members on today’s
webinar will be entered to win
a signed copy of Youtility and
Joe Pulizzi’s Epic Content
Marketing! Stay tuned, and
listen for your name at the end!
ethologyConsumers. The big idea.
#HelpNotHype
20. “I don’t know” is no longer an
acceptable answer.
#HelpNotHype
21. The power of useful content
Average new
customer reads
105 pages
75% of customers
never have a
sales
conversation
ethologyConsumers. The big idea.
#HelpNotHype
35. Today, 90% of B2C marketers use
content marketing.
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype
36. But only 34% believe they are
effective at content marketing.
http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2C_Research_2014-withlinks.pdf#HelpNotHype
39. Content costs organizations a lot
Time – Hours, days, weeks, months or years
Money – Salaries, investments
Resources – Physical, digital
People – Someone has to create it all
ethologyConsumers. The big idea.
48. BRAND
VISITORSROBOTS
✓
What are the business
objectives?
What topics match
business & user
interests?
What do our audiences
need & want?
ethologyConsumers. The big idea.
#HelpNotHype
…and understand their needs.
49. Sounds like a brochure
Ignores user questions
Not findable
Weak user experience
ethologyConsumers. The big idea.
Too search-focused =
Not the most qualified traffic
Content doesn’t nurture
http://www.flickr.com/photos/gi/3232485/sizes/o/#HelpNotHype
51. Too user-focused =
No benefit for brand
Still doesn’t answer questions
http://www.flickr.com/photos/icathing/7353057/#HelpNotHype
52. Understand business goals & user needs
ethologyConsumers. The big idea.
Business Goals Brand Customer User Needs
Sell discounted rooms nights
during off-peak times
Find discount rates during off-peak
vacation times
Sell conference packages, with
catering service upsells
Find a full-service conference
location
Grow email registration list for
ongoing marketing purposes
Research rates to find cheapest
rates on third-party travel site
53. Get to know your audience: gather data
On-Site Search: What users want, in their words
Social: Real-time conversations with real customers
Website Content: What’s performing, what’s not
Search Demand: Align with like topics
Consumer Research: Round out unattainable data
ethologyConsumers. The big idea.
#HelpNotHype
54. Branded content needs brand guidelines
ethologyConsumers. The big idea.
#HelpNotHype
55. Answering “How are we going to
do this?” always comes before
“What are we going to write?”
#HelpNotHype
56. Create clear, repeatable workflows
Plan Create Approve Publish/Govern
Content
Strategist
Content
Creator
Content
Strategist
Guide
Strategy
Submit
Internally
Submit
Internally
Director of
Operations
Account
Manager
Approval
Request
Client
TeamRequest
Revisions
Content
Creator Submit
Internally
Request
Revisions
Request
Revisions
Approval
Given
Content
Creator
Client
Team
+
Content
Strategist
Reporting
Search
Specialist
Client
Team
ethologyConsumers. The big idea.
#HelpNotHype
57. Get approvals. Get all the approvals.
#HelpNotHype http://www.flickr.com/photos/jdhancock/3955421305/