Mastering your brand story in the digital age with content marketing
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1) Content marketing is a philosophy that focuses on serving customers through helpful content rather than direct selling. It requires a fundamental shift in mindset from businesses. 2) Customers now trust recommendations from people they know far more than from brands directly. The majority of the customer purchase journey is now digital. 3) To succeed with content marketing, businesses must create engaging content focused on customer needs and distribute it widely through their own content hub, social media, employees and other channels. Regular measurement and refinement is also important. 4) Making this transition requires commitment from the entire business, not just marketing. The goal is to position the business as a helpful resource for customers through high-quality content.
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Mastering your brand story in the digital age with content marketing
- 1. Mastering your brand story in the digital age with content marketing @AndreaTEdwards AndreaTEdwards AndreaTEdwards www.thedigitalconversationalist.com The Digital Conversationalist The Digital Conversationalist
- 2. #DigimindTalks @AndreaTEdwards What is content marketing? • It’s a philosophy, not a tactic • It’s not an add-on to existing marketing • Move from selling to serving • Fundamental shift in mindset • It’s a revolution • It’s more than marketing
- 3. Because we just don’t care about brands anymore – we really don’t
- 4. 15% of people trust recommendations from brands 84% trust recommendations from people they know Source: Gartner
- 5. 67% of the buyers journey is now digital Source: Sirius Digital owns 90% of the buyers journey Source: Forrester
- 6. #DigimindTalks @AndreaTEdwards Who do we trust? According to an affilinet survey, the order of trust 1. Family 2. Friends 3. Bloggers 4. Social media connections 5. Colleagues 6. Journalists 7. Religious leaders 8. Celebrities 9. Brands 10. Politicians
- 7. #DigimindTalks @AndreaTEdwards We are the change • Global conversations • Sharing knowledge • Speed • Conversations • Human • Communities • Power • Today’s playing field • Business continues to speak marketing
- 8. #DigimindTalks @AndreaTEdwards It’s content shock! Average attention span dropped 12 secs in 2000 to 8 secs in 2015 - Statistic Brain
- 11. Photo: Courtesy of Shutterstock
- 13. Content Marketing is fundamentally about business transformation It’s not something the marketing team ‘does’ Everyone must be on board and it starts at the top
- 15. It’s huge!
- 17. #DigimindTalks @AndreaTEdwards Our goal today Creating conversations with customers, partners, influencers, employees, potential employees To achieve that, it’s about creating content so good, it earns the right to exist in your customers world, where they are We’re building so much loyalty with customers – because we consistently deliver value to them –they reward us and buy from us
- 19. #DigimindTalks @AndreaTEdwards Book a brainstorm • Marketing • Digital • Comms • Sales / biz dev • Partner leads • Customer service • Agencies • Executive leadership
- 20. #DigimindTalks @AndreaTEdwards Your job? What does the customer care about? • Define the customer – who buys, who influences? • What challenge is your customer facing? • How do you define your story in relation to customer need? • Create the big idea
- 21. Do the research
- 26. You’ve done your research, listened to sales and…
- 27. #DigimindTalks @AndreaTEdwards Come up with your big idea… • The big picture of digital transformation and steps to transform successfully • Dog training tips & tricks for a more peaceful home • Healthy eating and living information for a better life • Strategies and advice to become a successful marketing professional in the digital world
- 28. #DigimindTalks @AndreaTEdwards Now you need energy • The quality and intent of the content • It requires a hunger • A desire to solve your customer’s problems • A sense of urgency in how you think and plan • A true obsession to help customers • Half hearted? Not going to happen
- 30. #DigimindTalks @AndreaTEdwards A content hub – mission critical • A central destination • Make it easy for customers • Feature content audience wants • Very very little sales or promotional content • Branding up to you – but subtle is good • Regular posts / many authors • Full spectrum of topics around big theme • Wrap CTAs around the content • It will be the future digital entry point to business
- 43. #DigimindTalks @AndreaTEdwards What are your channels? • Social media – Facebook, LinkedIn, YouTube, Google+, SlideShare, SnapChat, Twitter, etc…? • Spend money! • Direct marketing? • Advertising? • Native advertising - Outbrain? • PR? • Events? • Influencers, customers, partners? • But the most powerful?
- 44. Your employees 500 connections 500 x 500 = 250K 5k x 500 = 2.5 mil And remember, they are trusted
- 45. #DigimindTalks @AndreaTEdwards Unleashing the employees 1. Culture 2. Guidelines 3. Employee brand first 4. A Platform 5. Effective measurement 6. Champions 7. 1-2-1 Coaching “If your employees aren’t your biggest fans, you’ve got problems WAY bigger than social media” Jay Baer
- 46. But employees must be advocates for themselves first, your brand second
- 47. To become a content marketing driven business
- 48. #DigimindTalks @AndreaTEdwards Reach customers in their bubble • Think holistically • Tap into their need • Educate them and enhance their life • Make them laugh • Answer their questions • Engage with them how they want to be engaged with • Make them want to read/watch/absorb you • And then they buy
- 49. Once you’ve done that, measure, measure, measure, refine and keep going! Patience really is a virtue
- 50. Your customer has a challenge Identify it Align your brand to it Create world-class content customers can’t resist
- 51. #DigimindTalks @AndreaTEdwards It takes guts • Starts at the top • A powerful CCO • Company-wide commitment • Strategy • Processes to simplify • 180 degree shift in thinking • An energetic team determined to succeed • True collaboration
- 52. #DigimindTalks @AndreaTEdwards True success is big picture 1. Siloes down 2. Partnership 3. Train & trust 4. Leaders engaged 5. Culture change Image: Courtesy of Shutterstock
- 53. Content marketing is the digital shop front for your business
- 54. Is your window tantalising enough for customers to walk in or will we walk past?
Hinweis der Redaktion
- People trust people, not brands and this is why your employees are SO critical today
- Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand. Source: Gartner When you look at this stat, think about it from your company’s perspective. Are you still spending 90% of your marketing budget on the activities where customers are only spending 8% of their time? This is the shift businesses must make. For B2B it’s 65-90% Source: Forrester I know this is a surprise to many, but the human at the end of a B2B deal is also a consumer and taking the same decision making journey – if just more complicated.
- We are in the midst of a global conversation and you can’t underestimate its power We are discovering and inventing new ways to share relevant knowledge We are faster AND smarter than most companies We are having conversations – open, honest, funny, straight-forward and sometimes horrible But they are genuine human voices Business continues to speak marketing – not human - and in campaigns Business sends a brochure, a CTA, PR The consumer doesn’t care Employee advocacy and social selling = unleashing the humans of business
- I don’t know about you, but I spent more time watching the democratic and republican convention speeches in the last two weeks than I ever have in my life! How can your brand compete for that attention in the midst of how your consumers are participating online at that moment? That’s what it’s all about
- Or with whatever else is going on or capturing attention?
- I’ve showed this slide in the past, but the critical message here is content still sits off to the side of business, as a tactical after thought. It needs to come into the heart of business and become central to every role and function within an organisation. This is why it’s transformational.
- Why am I talking about content marketing and not social media? Because content is what feeds social, and we must start there. Content marketing is about creating conversations with customers, partners and influencers. To achieve that, it’s about creating content so good, it earns the right to exist in your customer’s world, where they are. Our goal today, is to build so much loyalty with our customers – because we are consistently delivering value to them – that they want to buy from us to reward us for our efforts
- The average person has 500 social media connections. If you have 500 employees doing one activity per week, on behalf of your business, that is the ability to influence 250,000 people. If you have 5,000 employees, they have the ability to influence 2.5 million people. Add this up over weeks, months, years, and you’re really starting to see impact.
- Culture - corporate cultures rooted in trust do employee advocacy well. Brands must trust the people your customers do business with Guidelines – that encourage participation versus being over controlling. If you are still using the same social media guidelines written a decade ago, throw them out and start again Employee brand first – focus must be on the success of the employee’s brand first, not the other way around A Platform – make it as easy as possible for employees to get on board Effective measurement – a platform makes measurement easier, and this will help to understand impact Champions – start with this group, those who are already engaged and understand the importance of their personal brand. Especially anyone who is blogging. Embrace them and bring them into the fold – they will set the tone for everyone to follow 1-2-1 Coaching – success requires access to coaching. An IBM case study revealed that only 9% were successful when left alone, versus 75% if they had access to on-going coaching.
- Get the siloes down – content marketing can’t exist when siloes remain. The siloes of business are the enemy of being successful at content. This is about the whole organisation coming together Partnership culture – with siloes down you need to create partnerships across the business, working together for the future of the business Train & trust – train your people, provide them with great guidance, but you must trust them Get the leaders on board – without your leaders it’s very difficult to make this happen. Convince and cajole them Culture change – I’m talking about deep cultural change here. Content and social has to be at the core of everything you do as a business.