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Content Marketing is Fundamentally Competing for Attention with the Kardashians

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Content Marketing is Fundamentally Competing for Attention with the Kardashians

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A recent presentation for a global software company, linking content marketing and personal branding (or employee brand advocacy), because you cannot succeed in one without the other. However to get employees on side, you must put the integrity of their personal brand first and not just feed them marketing content. This is not the future #contentmarketing #employeeadvocacy #personalbranding #integrity #NovusAsia

A recent presentation for a global software company, linking content marketing and personal branding (or employee brand advocacy), because you cannot succeed in one without the other. However to get employees on side, you must put the integrity of their personal brand first and not just feed them marketing content. This is not the future #contentmarketing #employeeadvocacy #personalbranding #integrity #NovusAsia

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Content Marketing is Fundamentally Competing for Attention with the Kardashians

  1. 1. Content Marketing is Fundamentally About Competing for Attention With the Kardashians Andrea Edwards Head of Content Marketing & Training Novus Asia @AndreaTEdwards /CommunicatingAsiaPacific /AndreaEdwardsAsia www.andreatedwards.com
  2. 2. Avid Social User + Top 100 Social Seller Singapore on LinkedIn
  3. 3. Today’s reality. Your customers are 90% of the way through Your sales cycle before they even come to You? And what about the rest?
  4. 4. Where are they?
  5. 5. But they’re also being entertained
  6. 6. Really important stats 15% of people trust recommendations from brands 84% trust recommendations from people they know Reference: wersm
  7. 7. And the noise is REALLY ramping up
  8. 8. It took Twitter 3 years to get to 1 billion Tweets Now there’s a billion every 2 days
  9. 9. In 2012 80,000 posts on Facebook Now 4+ million 700k Google searches Now close to 5 million 25 hours of video uploaded on YouTube Now 150 hours EVERY minute
  10. 10. So what’s the magic? How can you be where your customers are, influencing them?
  11. 11. To earn the right to your customer’s time, your content must be awesome, it must be all about the customer, and it must be at the heart of everything you do as a brand
  12. 12. Content must sit at the heart of business CONTENT
  13. 13. Bringing the content heart to life A content organization is lead from the top It’s a complete cultural change, from ‘this is what we sell’ to ‘how can we serve you?’ Senior executives must have a strong social presence (+ blog) – sharing ideas, views, experiences Employees must be embraced into the fold, but it is senior leader buy-in that really brings content to the heart of business
  14. 14. Retention & recruitment is a top priority Stories appeal to potential recruits – it helps them understand the business and the people Employees want to work for a company that has strong values, they want to be part of something meaningful, they want to contribute to the stories Employees who are embraced into the story, stay
  15. 15. A content organization is customer obsessed To write stories for customers, you have to understand them Who are they holistically? What do they care about? What’s top of mind? Integrate customer service & feedback into the content strategy, align to your business strategy
  16. 16. What is content? How should we think about it? I believe it’s anything that starts a conversation
  17. 17. Content marketing IS NOT speaking about your brand, products or services – that’s marketing, still relevant, but different It’s about speaking to the whole customer Helping them succeed Keeping them informed on relevant issues to them Improving their lives Answering their questions “If you want to sell me a camera, tell me how to take great photos” CMI
  18. 18. The 6 levels of Content Marketing • Level 1 – Content Marketing? What is it? • Level 2 – We have a corporate blog & branded social accounts • Level 3 – We have a company-branded blog, with a good mix of outside contributors • Level 4 – We leverage employees by using software to pass targeted marketing content to their social networks • Level 5 – We help employees – nearly all of them – create content in their own voice and then feature their insights on our site, demonstrating their expertise as a way to incorporate their personal brands with our corporate brand • Level 6 – We have moved beyond our business and now incorporate the entire ecosystem of our company – customers, partners, influencers, associations, and so on Inspiration: OP|EN for BUSINESS!
  19. 19. We must skip to level 5 & 6 • It’s the time of the genuine Employee Brand Ambassador • Everyone has a voice, a style, a view, supported by the business. Senior or junior, you’re harnessing the talent you employ • But it’s not enforced marketing • It’s about establishing employees personal brands alongside the corporate brand • It’s trailblazing stuff, it’s innovation, it’s putting employees - the ultimate reason customers do business with you - at the forefront of your story
  20. 20. Because today it’s not about you! It’s about your customer and the value you deliver to them If you can consistently put yourself in your customers’ shoes, you can’t lose This new world is all about giving – it’s where you can really shine
  21. 21. The 1/9/90 % rule applies SupportersCreators Lurkers You and your team must be in the top 10%
  22. 22. dominates as the “entry network” of choice among CEO’s Of CEOs with only 1 network, 73% chose LinkedIn Nearly half of all social CEOs are only on LinkedIn− presumably because of the unmistakable business benefits
  23. 23. There’s a lot of talk about the Sharing Economy But really, we must focus on a Giving Economy
  24. 24. All of this is culturally challenging Cultural – America Vs rest Our role in our communities Still selling & telling Limited understanding of benefits to us and our business We need to transform our thinking and put content at the heart of business – content focused on the customer
  25. 25. Today, it’s time to Be brave & bold Use social data Be customer obsessed Move content to heart Inspire brand ambassadors Train and reward stars Feed amazing content to shine Create a giving culture
  26. 26. @AndreaTEdwards AndreaEdwardsAsia andreatedwards.com Communicating Asia Pacific @NovusAsia Novus Asia Novus Asia WeAreNovusAsia

Hinweis der Redaktion

  • Getting advice from peers on LinkedIn groups
    Making decisions during Tweet chats
    Attending networking events
    Chatting with friends at BBQs
    Reading influencer blogs on LinkedIn
    Reading blogs by peers in their industry
    On Google hangouts hearing opinions from around the world
    Talking to friends on Facebook

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