Content marketing tools and tips for simplifying content marketing around valued audiences. Also, a deck to share with anyone who doubts the value of content marketing.

1. HOW TO SIMPLIFY CONTEXT AND BUILD TRUST
IN CONTENT MARKETING
Paul Feiner | @PaFein

2. 7 OUT OF 10 BUSINESSES
ARE PRODUCING MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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3. BUT AS MORE MARKETERS
TAKE THE LEAP TO INVEST IN
CONTENT MARKETING...
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4. CONSUMERS CHANGE FASTER THAN BRANDS ADAPT
WHERE BRANDS HAVE EXPERTISE
WHERE CONSUMERS ARE
1 Billion+
1 Billion+
240m
280m
2013 MEDIA USAGE

5. SO MANY DIFFERENT TOOLS & PLATFORMS...
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6. DIFFERENT SCREENS FOR EVERY CONTEXT
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7. AND A RAPIDLY CHANGING DECISION PROCESS
Traditional 3-step Mental Model
Average purchase decision now requires 10+ sources
Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com
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8. IT’S NO WONDER SO MANY
BRANDS STRUGGLE TO
PRODUCE CONTENT
AUDIENCES VALUE.
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9. IT’S A LOT TO THINK THROUGH.
9

10. BUT 7 OUT OF 10 MARKETERS
WILL PRODUCE MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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11. WHY?
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12. “Content marketing is
perhaps alone in its
ability to be a successful
endeavor at every phase
of the customer lifecycle.”
-JAY BAER
http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/

13. BUT WHAT ARE THE RISKS OF GETTING
CONTENT & CONTEXT WRONG?
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CONSUMERS &
PLATFORMS WILL
FILTER YOU OUT

15. CONSUMERS’
YOURS
RISKS
TIME
YOU’LL WASTE
BUDGET
PRODUCTION
15
MEDIA

16. BUT THE BIGGEST RISK IS...
16

17. YOU WON’T BUILD TRUST.
17

18. TRUST WITH
18
[
STAKEHOLDERS
CONSUMERS
ALGORITHMS
]

19. “The most important question in marketing is..."
“Do they trust me enough to believe my promises?”
“Without that, you have nothing.”
-Seth Godin
http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html

20. WAYS TO SIMPLIFY
CONTEXT AND CREATE
CONTENT THAT BUILD TRUST
20

21. On Content Marketing
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
- Jim Cuene

22. DEFINE A CLEAR & VALUED AUDIENCE
THAT SHARES YOUR PURPOSE.
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23. A WISE CREATIVE FILTER

24. BUILD
AUDIENCE
SEGMENTS
• USE FACEBOOK GRAPH
SEARCH TO BEGIN
PROFILING AUDIENCE
• HELP THAT AUDIENCE
• MN SEARCH MARKETERS LIKE...
• CONTRARIAN THINKING
• GLADWELL + VONNEGUT
• LOCAL & INDEPENDENT
• BEER
• MUSIC
• SATIRE
• The ONION + JON STEWART
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25. WHAT CONTENT
SHOULD YOU CREATE?
CONTENT
YOU
CAN DELIVER
Po
or
RO
I
ed
or
gn
I
This
*
RIGHT
AUDIENCE
VALUES
Can’t
Produce
HAS
BUSINESS
PURPOSE
*Assumes content is search-optimized and ties back to business purpose.
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26. FILL CONTENT GAPS FOR YOUR
AUDIENCE’S DECISION JOURNEY
Persona Type
AWARENESS
OUR GOAL
CUSTOMER GOAL
CONTENT CONSUMED
WHERE / HOW
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RESEARCH
PERSUADE
BUY
REFERRAL

27. EXAMPLES FROM THE WILD
27

28. THE
MAYO CLINIC
• YOUTUBE CONTENT FOR
SPECIFIC HEALTH ISSUES
• PERSUADES
RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO
PRODUCE VIDEOS
• ANSWERS RENEWING
QUESTIONS
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https://www.youtube.com/watch?v=iJ9bv7jx-Ls

29. McDonald’s
Canada
• MICROSITE CONTENT
• PERSUADES SKEPTICS
& EMBOLDENS BRAND
DEFENDERS
• CHANGING THE
CONVERSATION
• ANSWERS QUESTIONS
• RESTORING TRUST
http://yourquestions.mcdonalds.ca/
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30. Jon Loomer
• DIVERSE CONTENT FOR
ADVANCED FACEBOOK
MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT
WITH INCREASING NEED
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http://www.jonloomer.com/

31. PERSONAL EXAMPLES
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32. I LOVE
MINNESOTA
SPORTS
• SELF-CREATED JUNE LAST YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• SENSE OF PLACE
• CURATION & CONVERSATION
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33. SHARED MEMORIES
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SHARED LOYALTY
SHARED DEBATE
SHARED PAIN

34. GOKART’S CURATED E-MAIL
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36. LAB NOTES
AUTHORITATIVE
CURATION
• WEEKLY CURATED E-MAIL
• FOR CURRENT & POTENTIAL CLIENTS
• SCANNABLE
• NEW BIZ DRIVER
• CURATION & CONVERSATION
QUICK
OUR VOICE HELPS TELL LARGER STORY
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37. “It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that
cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
37

38. PAUL FEINER
CONTENT STRATEGIST
38
@PaFein

39. Thank you.
39

40. WE GROW BUSINESSES
Dream big. Implement Small. Invent now.
Bet the garden, not the farm.

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