Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
ROADMAP
FAILING YOUR WAY TO
CONTENT MARKETING SUCCESS
@annabananahrach @DigSumDetroit #DSDET
FAILURE
Do you remember your first big professional
Didn’t want to let
anyone down
08/01/2016
Tried to be
the hero
@annabananahrach @DigSumDetroit #DSDET
FAILURE LEADS TO SUCCESS
Content
marketing has
a fear of
failure
@annabananahrach @DigSumDetroit #DSDET
FAIL
86%
Currently doing
content
marketing
21	%
Rate their efforts
as “highly
effective”
42%
Plan to increase
budgets over
the ...
PSYCHOLOGICAL
STIGMA OF
FAILURE
What will people think?
Am I smart?
Maybe I’m not capable?
Did I guide them enough?
Was I not clear?
What is the CEO thinking?
Content Marketing Fail-Fast Framework
Ask “why?”
@halvorson
@melissarach
Why?
My favorite
non-four-letter
word
?@annabananahrach @DigSumDetroit #DSDET
Because we
need to show our
competitive
advantage...
@annabananahrach @DigSumDetroit #DSDET
WHY?
Because our
competitors are
outperforming
us…
@annabananahrach @DigSumDetroit #DSDET
WHY?
Because they
have better
brand
recognition, but
we can actually
walk the walk…
@annabananahrach @DigSumDetroit #DSDET
AHA!
@annabananahrach @DigSumDetroit #DSDET
TIP:
Watch your
tone of voice
when asking
“why?”
@annabananahrach @DigSumDetroit #DSDET
SOFTEN IT UP:
Can you tell me more
about why we’re
doing content
marketing?
@annabananahrach @DigSumDetroit #DSDET
SOFTEN IT UP:
Can you help me
understand the
miscommunication
that happened with
the client?
@annabananahrach @DigSumDetro...
THINK CRITICALLY
Why did that happen?
How did that happen?
@annabananahrach @DigSumDetroit #DSDET
Content marketing survival technique:
THE 5 WHYS
#01
@annabananahrach @DigSumDetroit #DSDET
THE 5 WHYS
Simple
Quick
Pen + paper
?
@annabananahrach @DigSumDetroit #DSDET
? WE NEED TO DO CONTENT MARKETING.
@annabananahrach @DigSumDetroit #DSDET
? WE NEED TO DO CONTENT MARKETING.
1 Why?
@annabananahrach @DigSumDetroit #DSDET
? WE NEED TO DO CONTENT MARKETING.
1 Why? Our competitors are outperforming us
@annabananahrach @DigSumDetroit #DSDET
? WE NEED TO DO CONTENT MARKETING.
1
2
Why? Our competitors are outperforming us
Why?
@annabananahrach @DigSumDetroit #DSD...
? WE NEED TO DO CONTENT MARKETING.
1
2
Why? Our competitors are outperforming us
Why? They have good marketing, but we wal...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
Why? Our competitors are outperforming us
Why? They have good marketing, but we w...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
Why? Our competitors are outperforming us
Why? They have good marketing, but we w...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
4
Why? Our competitors are outperforming us
Why? They have good marketing, but we...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
4
Why? Our competitors are outperforming us
Why? They have good marketing, but we...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
4
5
Why? Our competitors are outperforming us
Why? They have good marketing, but ...
? WE NEED TO DO CONTENT MARKETING.
1
2
3
4
5
Why? Our competitors are outperforming us
Why? They have good marketing, but ...
Build a culture of failure
Content Marketing Timeline:
HOW WE SEE IT
Industrial	
Revolution
InternetDinosaurs
Content	Marketing
@annabananahrach @Dig...
Content Marketing Timeline:
REALITY
1800s
Definitely	some	
content	marketing	
happening	here
InternetDinosaurs
Mass	Conten...
THE
FURROW
MAGAZINE
1895
JELL-O
COOKBOOK
1905
BLOG POSTS
BLOG POSTS
SOCIAL POSTS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL PO...
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL POSTS
CAMPAIGNS
BLOG POSTS
SOCIAL PO...
T. S. Eliot
“Only those who will
risk going too far can
possibly find out how
far one can go.”
@annabananahrach @DigSumDet...
CREATE A
CULTURE OF
FAILURE
@annabananahrach @DigSumDetroit #DSDET
#01
Remove the fear of
failure
@annabananahrach @DigSumDetroit #DSDET
#02
Lead by example
#03
Aim for radical
transparency
@annabananahrach @DigSumDetroit #DSDET
Content marketing survival technique:
Code of Failure Conduct
#02
@annabananahrach @DigSumDetroit #DSDET
WHAT EXACTLY DOES A
CULTURE OF FAILURE
MEAN?
?
@annabananahrach @DigSumDetroit #DSDET
CULTURE OF FAILURE
@annabananahrach @DigSumDetroit #DSDET
CULTURE OF FAILURE
Trying new
things without
fear of failure
@annabananahrach @DigSumDetroit #DSDET
CULTURE OF FAILURE
Trying new
things without
fear of failure
Failing fast
and learning
from mistakes
@annabananahrach @Dig...
CULTURE OF FAILURE
Trying new
things without
fear of failure
Big bold and
brave
Failing fast
and learning
from mistakes
@a...
CULTURE OF FAILURE
[company name/department name] will create a
culture of failure by [action] and [action].
Our failures ...
CULTURE OF FAILURE
Kids, Inc. will create a culture of failure by failing fast
and taking bold yet smart risks.
Our failur...
Hire the right people
MY
BIGGEST
FAIL
NOT Hiring the
right people
@annabananahrach @DigSumDetroit #DSDET
APTITUDE
08/01/2016
ATTITUDE
@annabananahrach @DigSumDetroit #DSDET
APTITUDE
08/01/2016
@annabananahrach @DigSumDetroit #DSDET
Content
creator
Content
creator
Content
creator
A content creator
is a content creator
is a content creator
@annabananahra...
Traditional
copywriter
Journalist SEO
content
creator
A content creator
isn’t a content creator
isn’t a content creator
@a...
Social
media
content
marketer
Paid
media
content
marketers
Email
content
marketers
A content marketer
isn’t a content mark...
Social
media
content
marketer
Social
media
marketing
Make sure the marketer matches the marketing
@annabananahrach @DigSum...
08/01/2016
ATTITUDE
@annabananahrach @DigSumDetroit #DSDET
STORY TIME My first big team!
@annabananahrach @DigSumDetroit #DSDET
Saw red
flags
@annabananahrach @DigSumDetroit #DSDET
Saw red
flags
Didn’t
move
teams
@annabananahrach @DigSumDetroit #DSDET
Saw red
flags
Didn’t
move
teams
No honest
conversation
@annabananahrach @DigSumDetroit #DSDET
Content marketing survival technique:
CORE CONENT CULTURE CHECKLIST
#03
@annabananahrach @DigSumDetroit #DSDET
HAVE I PROVIDED THE
FOLLOWING TO MY
CONTENT CREATORS
AND CONTENT
MARKETING TEAM?
?
@annabananahrach @DigSumDetroit #DSDET
? HAVE I PROVIDED THE FOLLOWING?
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
? HAVE I PROVIDED THE FOLLOWING?
q Clear content marketing vision and strategic frameworks?
q Time to collaborate and inno...
Content Marketing Fail-Fast Framework:
RECAP
Hire	the	
right	people32
Create	a	
Culture	of	
Failure
1 Ask	“why?”
SUMMARY
@annabananahrach @DigSumDetroit #DSDET
When all else fails?
LAUGH
When all else fails?
THANK YOU!
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017
Nächste SlideShare
Wird geladen in …5
×

Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017

97 Aufrufe

Veröffentlicht am

Have you ever noticed how everyone makes content marketing seem so much easier than it actually is? Everyone today has a flawless success story to tell. But you and I both know they’re just that: stories. What most people don’t talk about is the trail of content mistakes and mixups that paved that path to success. So, rather than hide our marketing missteps, we should embrace them, because that’s where content wins really come from. And we’ll do just that with this humorous and light-hearted talk.
After this session, you’ll be able to:

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Failing Your Way to Content Marketing Success | Digital Summit Detroit 2017

  1. 1. ROADMAP FAILING YOUR WAY TO CONTENT MARKETING SUCCESS @annabananahrach @DigSumDetroit #DSDET
  2. 2. FAILURE Do you remember your first big professional
  3. 3. Didn’t want to let anyone down 08/01/2016 Tried to be the hero @annabananahrach @DigSumDetroit #DSDET
  4. 4. FAILURE LEADS TO SUCCESS
  5. 5. Content marketing has a fear of failure @annabananahrach @DigSumDetroit #DSDET FAIL
  6. 6. 86% Currently doing content marketing 21 % Rate their efforts as “highly effective” 42% Plan to increase budgets over the next 12 months
  7. 7. PSYCHOLOGICAL STIGMA OF FAILURE
  8. 8. What will people think? Am I smart? Maybe I’m not capable?
  9. 9. Did I guide them enough? Was I not clear? What is the CEO thinking?
  10. 10. Content Marketing Fail-Fast Framework
  11. 11. Ask “why?”
  12. 12. @halvorson @melissarach
  13. 13. Why? My favorite non-four-letter word ?@annabananahrach @DigSumDetroit #DSDET
  14. 14. Because we need to show our competitive advantage... @annabananahrach @DigSumDetroit #DSDET
  15. 15. WHY?
  16. 16. Because our competitors are outperforming us… @annabananahrach @DigSumDetroit #DSDET
  17. 17. WHY?
  18. 18. Because they have better brand recognition, but we can actually walk the walk… @annabananahrach @DigSumDetroit #DSDET
  19. 19. AHA! @annabananahrach @DigSumDetroit #DSDET
  20. 20. TIP: Watch your tone of voice when asking “why?” @annabananahrach @DigSumDetroit #DSDET
  21. 21. SOFTEN IT UP: Can you tell me more about why we’re doing content marketing? @annabananahrach @DigSumDetroit #DSDET
  22. 22. SOFTEN IT UP: Can you help me understand the miscommunication that happened with the client? @annabananahrach @DigSumDetroit #DSDET
  23. 23. THINK CRITICALLY Why did that happen? How did that happen? @annabananahrach @DigSumDetroit #DSDET
  24. 24. Content marketing survival technique: THE 5 WHYS #01 @annabananahrach @DigSumDetroit #DSDET
  25. 25. THE 5 WHYS Simple Quick Pen + paper ? @annabananahrach @DigSumDetroit #DSDET
  26. 26. ? WE NEED TO DO CONTENT MARKETING. @annabananahrach @DigSumDetroit #DSDET
  27. 27. ? WE NEED TO DO CONTENT MARKETING. 1 Why? @annabananahrach @DigSumDetroit #DSDET
  28. 28. ? WE NEED TO DO CONTENT MARKETING. 1 Why? Our competitors are outperforming us @annabananahrach @DigSumDetroit #DSDET
  29. 29. ? WE NEED TO DO CONTENT MARKETING. 1 2 Why? Our competitors are outperforming us Why? @annabananahrach @DigSumDetroit #DSDET
  30. 30. ? WE NEED TO DO CONTENT MARKETING. 1 2 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk @annabananahrach @DigSumDetroit #DSDET
  31. 31. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? @annabananahrach @DigSumDetroit #DSDET
  32. 32. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology @annabananahrach @DigSumDetroit #DSDET
  33. 33. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? @annabananahrach @DigSumDetroit #DSDET
  34. 34. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation @annabananahrach @DigSumDetroit #DSDET
  35. 35. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 5 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? @annabananahrach @DigSumDetroit #DSDET
  36. 36. ? WE NEED TO DO CONTENT MARKETING. 1 2 3 4 5 Why? Our competitors are outperforming us Why? They have good marketing, but we walk the walk Why? We actually have the latest & greatest technology Why? Our culture is built on innovation Why? We genuinely care about making the world better @annabananahrach @DigSumDetroit #DSDET
  37. 37. Build a culture of failure
  38. 38. Content Marketing Timeline: HOW WE SEE IT Industrial Revolution InternetDinosaurs Content Marketing @annabananahrach @DigSumDetroit #DSDET
  39. 39. Content Marketing Timeline: REALITY 1800s Definitely some content marketing happening here InternetDinosaurs Mass Content Marketing @annabananahrach @DigSumDetroit #DSDET
  40. 40. THE FURROW MAGAZINE 1895
  41. 41. JELL-O COOKBOOK 1905
  42. 42. BLOG POSTS
  43. 43. BLOG POSTS SOCIAL POSTS
  44. 44. BLOG POSTS SOCIAL POSTS CAMPAIGNS
  45. 45. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
  46. 46. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS
  47. 47. BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POSTS SOCIAL POSTS CAMPAIGNS BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG BLOG POS SOCIAL PO CAMPAIG
  48. 48. T. S. Eliot “Only those who will risk going too far can possibly find out how far one can go.” @annabananahrach @DigSumDetroit #DSDET
  49. 49. CREATE A CULTURE OF FAILURE @annabananahrach @DigSumDetroit #DSDET
  50. 50. #01 Remove the fear of failure @annabananahrach @DigSumDetroit #DSDET
  51. 51. #02 Lead by example
  52. 52. #03 Aim for radical transparency @annabananahrach @DigSumDetroit #DSDET
  53. 53. Content marketing survival technique: Code of Failure Conduct #02 @annabananahrach @DigSumDetroit #DSDET
  54. 54. WHAT EXACTLY DOES A CULTURE OF FAILURE MEAN? ? @annabananahrach @DigSumDetroit #DSDET
  55. 55. CULTURE OF FAILURE @annabananahrach @DigSumDetroit #DSDET
  56. 56. CULTURE OF FAILURE Trying new things without fear of failure @annabananahrach @DigSumDetroit #DSDET
  57. 57. CULTURE OF FAILURE Trying new things without fear of failure Failing fast and learning from mistakes @annabananahrach @DigSumDetroit #DSDET
  58. 58. CULTURE OF FAILURE Trying new things without fear of failure Big bold and brave Failing fast and learning from mistakes @annabananahrach @DigSumDetroit #DSDET
  59. 59. CULTURE OF FAILURE [company name/department name] will create a culture of failure by [action] and [action]. Our failures will help us succeed with content, because [reason why]. @annabananahrach @DigSumDetroit #DSDET
  60. 60. CULTURE OF FAILURE Kids, Inc. will create a culture of failure by failing fast and taking bold yet smart risks. Our failures will help us succeed with content, because we want to do new and better things. @annabananahrach @DigSumDetroit #DSDET
  61. 61. Hire the right people
  62. 62. MY BIGGEST FAIL NOT Hiring the right people @annabananahrach @DigSumDetroit #DSDET
  63. 63. APTITUDE 08/01/2016 ATTITUDE @annabananahrach @DigSumDetroit #DSDET
  64. 64. APTITUDE 08/01/2016 @annabananahrach @DigSumDetroit #DSDET
  65. 65. Content creator Content creator Content creator A content creator is a content creator is a content creator @annabananahrach @DigSumDetroit #DSDET
  66. 66. Traditional copywriter Journalist SEO content creator A content creator isn’t a content creator isn’t a content creator @annabananahrach @DigSumDetroit #DSDET
  67. 67. Social media content marketer Paid media content marketers Email content marketers A content marketer isn’t a content marketer isn’t a content marketer @annabananahrach @DigSumDetroit #DSDET
  68. 68. Social media content marketer Social media marketing Make sure the marketer matches the marketing @annabananahrach @DigSumDetroit #DSDET
  69. 69. 08/01/2016 ATTITUDE @annabananahrach @DigSumDetroit #DSDET
  70. 70. STORY TIME My first big team! @annabananahrach @DigSumDetroit #DSDET
  71. 71. Saw red flags @annabananahrach @DigSumDetroit #DSDET
  72. 72. Saw red flags Didn’t move teams @annabananahrach @DigSumDetroit #DSDET
  73. 73. Saw red flags Didn’t move teams No honest conversation @annabananahrach @DigSumDetroit #DSDET
  74. 74. Content marketing survival technique: CORE CONENT CULTURE CHECKLIST #03 @annabananahrach @DigSumDetroit #DSDET
  75. 75. HAVE I PROVIDED THE FOLLOWING TO MY CONTENT CREATORS AND CONTENT MARKETING TEAM? ? @annabananahrach @DigSumDetroit #DSDET
  76. 76. ? HAVE I PROVIDED THE FOLLOWING?
  77. 77. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks?
  78. 78. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate?
  79. 79. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset?
  80. 80. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things?
  81. 81. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns?
  82. 82. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns? q Trusted environment in which they can fail fast and learn quickly?
  83. 83. ? HAVE I PROVIDED THE FOLLOWING? q Clear content marketing vision and strategic frameworks? q Time to collaborate and innovate? q Feeling of being in the right position for their skillset? q Freedom to take risks and try new things? q Ways to share ideas, feedback and concerns? q Trusted environment in which they can fail fast and learn quickly? q Ongoing education and opportunities to grow?
  84. 84. Content Marketing Fail-Fast Framework: RECAP
  85. 85. Hire the right people32 Create a Culture of Failure 1 Ask “why?” SUMMARY @annabananahrach @DigSumDetroit #DSDET
  86. 86. When all else fails?
  87. 87. LAUGH When all else fails?
  88. 88. THANK YOU!

×