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Content Marketing In A Loveless World
22. Aug 2014•0 gefällt mir•402 Aufrufe
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Ben Myers' presentation from Aug. 21 #MarketersUnbound
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Content Marketing In A Loveless World
- I KNOW YOU’RE TIRED OF LOVING WITH NOBODY TO LOVE Ben Myers ben@dx3canada.com
- About Dx3 Canada Dx3 - March 11 and 12, 2015 CM1 - May 20, 2014 AndroidTO - Oct. 30, 2014
- What works for us We write about our exhibitors (our community) We are consistent for 2+ years (SEO) We know our goal: BUILD THE EMAIL LIST.
- THE SHITTY THING
- THIS IS YOU...
- WHAT IF IT’S NOT WORKING?
- NOBODY KNOWS ANYTHING
- 11:32am July 8, 2014
- 3:17am July 8, 2014
- CONCLUSION: GET FAMOUS THEN GET TWITTER
- TWITTER IS NOT A MERITOCRACY
- ACTUAL TIP: CONSISTENCY
- What do we mean BORING? You think your content isn’t exciting? You think it doesn’t excite people? or It doesn’t get the attention it deserves?
- I DON’T EVEN KNOW WHAT WORKS ON FACEBOOK ANYMORE
- WHAT ABOUT NON- BORING BRANDS?
- YOU ARE NOT PIZZA POPS
- ACCEPT IT: THEY ARE NOT LIKE YOU
- WHO IS YOUR AUDIENCE?
- ACTUAL TIP: WRITE FOR WHOLE PEOPLE
- Frank & Oak ● Make your own sausages, pickles ● Barber shop culture ● Travel diary: Qatar, Cape Town ● Los Angeles longboarding “What do cool people wish they did?” (Instead of being on the computer)
- DO RETWEETS MATTER? Does anything matter?!?
- No such thing as Viral “You have to rise about a certain level of noise so that enough people find out about [your content]. And if nothing happens beyond that, it means the content just didn’t do the job.” Seraj Bharwani, Visible Measures Dx3 Digest - Oct. 2013
- YES YOU WILL HAVE TO PAY
- ACTUAL TIP: DON’T BURN OUT
- TAKE THE LONG VIEW
- WHAT YOU DON’T GET CREDIT FOR
- AVOIDING...
- ACTUAL OPINION: QUOTES ARE THE WORST
- YOU’RE TRYING REALLY HARD AND I LOVE YOU
Hinweis der Redaktion
- Timing is really important for us. And people care more about us when the conferences are coming up!
- My boss - Duncan, a great boss and an amazong person - sent me an email today asking how many tweets we had on our account. “Well we only had 2 yesterday.” We’ll talk about consistency later. BUT I’M NOT GOING TO MEASURE MY SUCCESS IN NUMBER OF TWEETS. Busy work. Know your analytics. I know mine. It’s not my career aspiration to manage tweets. It’s my aspiration to improve a business and have an impact. If you do that through tweeting, like many people do, then good for you. I like to
- You’re online all day. You are circulating content. You might be called a Community Manager. You want to build a community. You want to generate leads. You want to listen to what people are saying about you.
- Screenwriter William Goldman opened his Adventures in the Screentrade book with this line. So many failed scripts, and then Sharknado gets made.
- So maybe you’re doing good stuff - as good as anyone else - but no one is noticing. It’s not fair.
- Your content could be great, high quality stuff and you’re You need to reach a critical mass before your content just takes off. And that’s tough. The only way to fight it is with consistency.
- You can’t be sure of anything if you’re not consistent. You will not build an audience. This matter more than any viral thing you might do.
- Social media is changing. More of it is becoming paid advertising. Content marketing is changing and it’s difficult to get above the noise.
- If you think your brand is going to make progress by tweeting ninja turtle shit, you’re probably wrong. Constantly justify your job with metrics that don’t really matter.
- You’re not bad. You’re just not a consumer packaged good! You don’t have an agency. Or a team dedicated to coming up with great ideas, producing funny videos around the clock. People don’t see your shit in stores and then remember to buy it.
- A good exercise: When writing content, think about the friend or colleague that would want to read it. If you can’t think of a person, then you have no audience. More than match your content with a person, think about the whole person. They go to coffee shops, they have favourite TV shows, they buy electronics and they have political opinions. They’re not just business people. If you’re writing from a purely business-interest audience, it
- A good exercise: When writing content, think about the friend or colleague that would want to read it. If you can’t think of a person, then you have no audience. More than match your content with a person, think about the whole person. They go to coffee shops, they have favourite TV shows, they buy electronics and they have political opinions. They’re not just business people. If you’re writing from a purely business-interest audience, it
- Frank & Oak might be a pretty pretentious brand, but the clothes are nice and they do interesting content. So good it verges on self parody. Throw the clothes out the window.
- I don’t know the success of the Frank & Oak campaign in terms of customer acquisition. But I know I read the stuff and I know I wear their clothes. I’ve never made sausages or pickles at home. Keep your goals in mind.
- For content to gain popularity. You might have to promote it. You might have to invest in it. Marketing budget for content is just the way it’s going. There is so much content being created.
- For… something. That works.
- You can’t be sure of anything if you’re not consistent. You will not build an audience. This matter more than any viral thing you might do.
- You can’t be sure of anything if you’re not consistent. You will not build an audience. This matter more than any viral thing you might do.
- Putting out fires. Collecting good ideas online.
- The internet is always ready to be outraged at something. Racism Sexism Disparaging a sponsor Slander Make a customer hate you If you avoid all of these things, you’re doing okay.
- Nothing says, ‘I filled in a spot on my content calendar’ like a quote. They might work. But I hate them for most businesses.
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