Content Marketing - Heart to Heart
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First presented January 11, 2016 at Women In Consulting luncheon in Campbell, CA
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Content Marketing - Heart to Heart
- 1. We are so busy working IN the business, we don’t have time to work ON the business. Content marketing.Stop talking about products and features, and start talking about business problems our personas face and how they can solve them (with or without our products).Practical, actionable content. In order for content to be valuable, it has to resonate. Evoke emotion.Pull at our heart strings. Heart to heart. Content Marketing heart to heart Barbara Nelson @barbaragnelson
- 2. Jargon Monster SorryForMarketing.com Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfill business and customer goals by using content across the customer life cycle and the business functions in a consistent, integrated and continuous way.
- 3. Content marketing is just solving the same customer problems as your product but through media you create and distribute. Naked Little Truth SorryForMarketing.com
- 4. Without a doubt :) Jay Acunzo wrote the blog with the Jargon Monster and Little Naked Truth. I found it looking for a great definition of content marketing. I enjoyed what I read so I poked around his website. Then I followed him on Twitter. What a great example of heart-to-heart. My philosophy about marketing is NOT to “make people want stuff”. It is TOTALLY to “make stuff people want.” I asked Jay if he thought content marketing helped peoplefind him. “Without adoubt.”
- 5. If you don’t already know David Meerman Scott, check him out. He wrote the New Rules of Marketing and PR which has sold over 300,000 copies in 25 languages. Great lesson, to educate and inform instead of interrupt and sell. How often do you buy products when you were interrupted with an ad? How often do you ask friends or experts for advice? Isn’t it great when they send you a link to exactly what you needed to help you buy? Be the link friends send their friends to.
- 6. © 2016 barbara g nelsonconsulting - your message made brilliant Build your audience first.Then create your product. Joe Pulizzi The Godfather of content marketing Founder,Content Marketing Institute And then thereis Joe,the godfather ofcontent marketing. Joe put a name on my marketing strategy.Content Marketing. And I was in love. Heart-to-heart.By thetime I met Joeface- to-face,I had already read a ton ofhis content and was already an evangelist. In hislatest book,CONTENT INC,I found thisfascinating: “Build your audiencefirst.Then create your product.”I found Joe’s company through hisfreecontent.I then willingly paid to go to an executive roundtableon content marketing,and took my content marketing manager with me to Content Marketing World.He didn’t haveto sell to me. I happily spent thousandsof dollarsbecause he had already established his credibility through hisfreecontent.
- 7. The ebook is the sexy youngersister of the white paper. Steve Johnson was a key thought leader at PragmaticMarketing.They were namedone of the fastest-growingprivate companiesinAmerica 7timesby Inc. magazine. ]Steve wasbloggingon product management andproduct marketingbefore the bloggingwascoined. Hisebook,The StrategicRole of Product Management was downloadedover 100,000 times.Followhim @sjohnson717.
- 9. or and © 2016 barbara g nelsonconsulting - your message made brilliant
- 10. © 2016 barbara g nelsonconsulting - your message made brilliant I’m goodat I love to do my audience needs or wants sweet
- 11. What do you want this year? © 2016 barbara g nelsonconsulting - your message made brilliant
- 12. What problem are you trying to solve? © 2016 barbara g nelsonconsulting - your message made brilliant
- 13. listen talk © 2016 barbara g nelsonconsulting - your message made brilliant
- 14. personas © 2016 barbara g nelsonconsulting - your message made brilliant
- 15. BUY RENEW CONSIDER FIND ADAPT USE Buy Use 1 2 3 6 5 4 Customer journey © 2016 barbara g nelsonconsulting - your message made brilliant
- 16. website email marketingsocial media search lead conversion PR ads events Relevantcontentdrives the marketing machine © 2016 barbara g nelsonconsulting - your message made brilliant
- 17. START HERE Map existing content to the customer journey Buy Use What’s missing? © 2016 barbara g nelsonconsulting - your message made brilliant
- 18. Deliver content based on persona and customer journey FIND CONSIDER BUY USE ADAPT RENEW Charley, CEO Mary, Marketing VP Sam,Sales VP Sarah, Services VP © 2016 barbara g nelsonconsulting - your message made brilliant For a market segment
- 19. Your best ideas? © 2016 barbara g nelsonconsulting - your message made brilliant Share in thecomments below
- 20. © 2016 barbara g nelsonconsulting - your message made brilliant CLICK to contact me
Editor's Notes
- We are so busy working IN the business, we don’t have time to work ON the business. Content marketing. Stop talking about products and features, and start talking about business problems our personas face and how they can solve them (with or without our products). Practical, actionable content. In order for content to be valuable, it has to resonate. Evoke emotion. Pull at our heart strings. Heart to heart.
- Something that drives me crazy is all of the gobbledygook that marketers and technologists use around their products. Flexible, scalable, extensible, full of bull. This is the jargon monster. Here is his definition of content marketing. The only thing missing is cloud-based big data.
- I love this definition.
- Jay Acunzo wrote the blog with the Jargon Monster and Little Naked Truth. I found it looking for a great definition of content marketing. I enjoyed what I read so I poked around his website. Then I followed him on Twitter. What a great example of heart-to-heart. My philosophy about marketing is NOT to “make people want stuff”. It is TOTALLY to “make stuff people want.” I asked Jay if he thought content marketing helped people find him. “Without a doubt.”
- If you don’t already know David Meerman Scott, check him out. He wrote the New Rules of Marketing and PR which has sold over 300,000 copies in 25 languages. Great lesson, to educate and inform instead of interrupt and sell. How often do you buy products when you were interrupted with an ad? How often do you ask friends or experts for advice? Isn’t it great when they send you a link to exactly what you needed to help you buy? Be the link friends send their friends to.
- And then there is Joe, the godfather of content marketing. Joe put a name on my marketing strategy. Content Marketing. And I was in love. Heart-to-heart. By the time I met Joe face-to-face, I had already read a ton of his content and was already an evangelist. In his latest book, CONTENT INC, I found this fascinating: “Build your audience first. Then create your product.” I found Joe’s company through his free content. I then willingly paid to go to an executive roundtable on content marketing, and took my content marketing manager with me to Content Marketing World. He didn’t have to sell to me. I happily spent thousands of dollars because he had already established his credibility through his free content.
- Steve Johnson was a key thought leader at Pragmatic Marketing. They were named one of the fastest-growing private companies in America 7 times by Inc. magazine. ]Steve was blogging on product management and product marketing before the blogging was coined. His ebook, The Strategic Role of Product Management was downloaded over 100,000 times.
- I learn by example. Here are some other of my favorite resources.
- I love provocative quotes. But, I am NOT advocating STEALING or plagiarizing someone’s content. Ever. Always give credit for someone else’s work. Let’s help each other spread valuable content.
- Should I curate or should I create? Curating other people’s content is a great way to get started. But to DIFFERENTIATE yourself, you also need to CREATE original content.
- I was excited to see Joel Comm follow me on Twitter. I have a thousand followers, he has 170,000. Good advice from Joel. To make it unique I should write about topics that my audience needs or wants, that I’m good at, and that I love to do. The sweet spot of content.
- To get the most value out of every piece of content you create, start with what you want to do this year. Get new customers? Sell more to existing customers? Encourage your evangelists to spread the word? Take the most important goal for the year and create content to help you reach that goal.
- One of my favorite questions.
- This is an outside-in way to build content. Listen and then talk. These are two sides of the same coin to communicate. As Stephen Covey taught us, to really make a connection with someone, you need to listen for understanding before you talk, not just listen to respond.
- Who do you listen to? Decision makers? Users? Technical reviewers? What about external influencers? If these groups have different needs or different points of view, you’ll need content that resonates directly with them, in language they understand. One person’s jargon is another person’s confusion.
- The journey is not the sales funnel. It is a continuous path from buying to using and back again, if you want to have a repeatable business. You need content at each step. It’s rare that a single piece of content fits all steps on the journey at the same time. And the buyer’s experience with your content matters. Just like you need a “product management” type for consulting services (which are products), you need someone thinking like a product manager about content. What problem does it solve? How can we solve it with a great user experience so they tell their friends and come back for more. FIND – establish your credibility, illustrate understanding of the problem, offer free advice; lead TO your product or service not WITH it; focus on being found; be where your buyers are (LISTEN before TALKING). CONSIDER – comparisons to old way/new way/competition; demonstrate the value you deliver not only with the product but with the quality of content they get even before they are a customer; buyers guides, customer success stories. BUY - Help your buyer buy. Create content that helps the buyer sell your products or services internally to the ones with the budget. Help the buyer overcome their perception of risk. The Strategic Role of Product Management was frequently downloaded by Product Managers who used it to sell their executives on bringing in Pragmatic Marketing to train the entire PM organization. USE – getting customers to value quickly. ADAPT – tips and tricks on how to adapt your product to customers problems; customer success stories illustrating the continued value they get, share content from customer communities. RENEW – Renewal should be easy if you’ve delivered a product that solves a problem the company still needs solving. The content you provide during USE is to reinforce the value throughout the customer’s journey so renewal happens automatically.
- Content in the form of ebooks, videos, tweets, LinkedIn updates, memes, blogs, Slideshares, periscopes, photos, speaking engagements, webcasts, bylined articles, infographics…
- Not every box will have content. Focus on those that will provide the most impact for your goals.
- Share your best content marketing ideas in the comments.