IDM Academy at the Online Marketing Show, Marketing Week Live June 2012: Joe Edwards session.

1. Special Marketing Week Live Offer…
As an attendee of this session, you can receive
25% off selected IDM training courses*!
Visit the IDM at stand A220 for more details,
or go to theidm.com/academyoffer
*Conditions apply
theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin

2. Your Content Disgusts Me!
The emotion of content and other content tips
Joe Edwards – OTM– Digital & Social Planner
Twitter @brandjoe

3. Hello!
• Digital & Social Planner at OTM
• www.otmcreate.com
• @brandjoe
• Deliver the Content Marketing
1 Day course at the IDM
• Working on a new content
marketing tool to help marketers

4. Quick show
of hands

5. We now live in a 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
• And unfortunately there is a bit of a
reality….

9. …Your content disgusts me!

10. How did that make you feel?
• Situations I end up in
• Body Language

11. Happy

12. Anger

13. Contempt

14. Disgust

15. Surprise

16. Sadness

17. Fear

18. A few more to get you thinking
• Emotions drive
sharing
• Sharing drives a
deeper
understanding and
action
• Actions drive
preference
• Preference drives
decisions

19. Breaking through in B2B
• 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

43. BIG RED
• Through personalisation of content we created:
– Opportunity to share
– Moments of humour

44. It’s great when your content is
consumed

45. But once it gets processed and shared
there’s more benefit

46. Engaged and 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

47. We love shiny new things
• We’re quick to move on
• Create something new
• But what can we do with
what we’ve got

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
Animated
reach, create infographics, further
opinion and insight via
talking heads and vox
a journey Email
pops, create a trailer
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. If you need some help: Contented.ly
A simple checklist and planner for the smart
content marketing professional

52. Thank You
Joe Edwards – OTM– Digital & Social Planner
Twitter @brandjoe

53. Special Marketing Week Live Offer…
As an attendee of this session, you can receive
25% off selected IDM training courses*!
Visit the IDM at stand A220 for more details,
or go to theidm.com/academyoffer
*Conditions apply
theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin