Learn the value of authenticity, going back to the roots of marketing and harnessing the power of storytelling. Discover how to have conversations with your audiences that matter and how to use this interaction to better hone your communication strategy. Technology has changed the way audiences interact with content as they increasingly become the star of their own show. This workshop will show you how to ride the wave and avoid getting drowned out in a sea of ineffective content.

1. The future of Content is
Rooted in the Past
Sophie Turton
The_joyful_web

2. Marketing with a Purpose

3. Marketing with a Purpose Simply Measured

4. Marketing with a Purpose
Content Shock in 2017 and beyond…
❖Average person is exposed to 1,500 stories a day on Facebook
❖2011 could expect 26% organic reach on Facebook. Now less than 1%
❖75% of blogs analysed got fewer than 10 social shares and zero external
links
❖Output of content per brand has increased 35% per channel in past year
❖Engagement has decreased by 17% in same timeframe (Track Maven)

5. Marketing with a Purpose
Content NEEDS to have a PURPOSE
❖How and why our audiences think and act the way they do
❖What makes them tick?
❖What excites them?
❖What makes them fuuuurious?
❖How do we turn mindless broadcasting in an opportunity to have
meaningful conversations?

6. Marketing with a Purpose
Marketers and brands are no longer in the driving
seat.

7. Marketing with a Purpose
Marketers and brands are no longer in the driving
seat.
Instead we must adopt the role of the navigator.
Guiding the journey but ultimately remaining
vulnerable to the whims of our audiences.

8. Marketing with a Purpose
Content needs to ask
“How can I help you?”
NOT
“What can I sell you?”

9. Marketing with a Purpose
1. Understand our
why
2. Identify our
audiences and
discover how to
speak to their why
3. Get them involved
in the conversation

10. Marketing with a Purpose
What’s your story?
❖ Why did you start your business?
❖ What three issues are you passionate about addressing?
❖ How do these fit into your business communications?
❖ Why should anyone listen to you?

11. Marketing with a Purpose
Every story you tell
must link back to your why

12. Marketing with a Purpose
Creativity Daring JoyAuthenticity

13. Marketing with a Purpose
WHO ARE YOU TALKING TO??
WHY SHOULD THEY CARE??

14. Marketing with a Purpose
● Name: Hannah
● Age range: 30 plus
● Gender: Female
● Profession: Small business owner running an ethical/heartfelt
business
● What are they passionate about: Their business, giving back to
the world, aligning their personal and professional lives and
values
● What are their struggles: Communicating their message in a way
that resonates with their audiences
● Why may they need my service/product: To help them understand
their audiences, create meaningful messages and conversations
and get them in front of the right people

15. Marketing with a Purpose
Key problems for our Hannah….
1. Feeling overwhelmed by all the marketing platforms
2. Wanting to communicate a strong message but not knowing how
3. Struggling to juggle everything
4. Being too busy to do own marketing
5. Not understanding how it all fits together
….Your Turn….

16. Marketing with a Purpose
Tools to understand your audience:
❖ Reddit
❖ Quora
❖ Facebook
❖ Alltop
❖ Answer the public
❖ Surveys and focus groups

17. Marketing with a Purpose
Get your audience involved in the storytelling

18. Marketing with a Purpose
HOW DO WE GET
OUR
CUSTOMERS CREATING?

19. Marketing with a Purpose
1. FOCUS ON REVIEWS

20. Marketing with a Purpose
“70% OF CONSUMERS PLACE
PEER RECOMMENDATIONS OVER
PROFESSIONALLY WRITTEN CONTENT”
- STUDY BY REVOO

21. Marketing with a Purpose
71,000 outfit photo shares by customers loved over 2
Million times.
MODCLOTH

22. Marketing with a Purpose
2. CREATE OPPORTUNITIES FOR
ENGAGEMENT

23. Marketing with a Purpose
Starbucks #whitecupcontest

24. Marketing with a Purpose
3. PUT YOUR CUSTOMERS
CENTRE STAGE

25. Marketing with a Purpose

26. Marketing with a Purpose
Get your audience involved in the story to...
❖ Showcase unusual aspects of your brand
❖ Give your audiences a reason to get involved in your brand - namely themselves!
❖ Build a community around your content production
❖ Cultivate a brand personality
❖ Build trust through peer recommendations
❖ Promote a new product or service (try a competition or giveaway alongside)

27. Marketing with a Purpose
FINAL TASK:
❖ Thinking of your messaging pillars (why), audience (who) and key message
(what), create a campaign in your groups. Consider:
- Who your audience is
- What message you want to tell them and why
- What you want them to do with that message
- Why they should care - what problem are you solving? Why would you give their
time and energy to this campaign?

28. Marketing with a Purpose
So How Do We Counterbalance Content Shock??
- CREATE OPPORTUNITIES FOR CONVERSATION
- PROVIDE VALUE
- UNDERSTAND OUR AUDIENCES
- GET THEM INVOLVED IN THE STORY
- CREATE CONTENT AROUND THEM
- ENGAGE RATHER THAN DICTATE
- ALWAYS GO BACK TO THE WHY

29. THANK YOU!
The_joyful_web