8. @googledave
1. Industry
Pain Points
2. Common
Customer
Q’s
3. Trending
Industry Topics
4. Brand
Stories
5. Research
& Analysis
6. Outside of
industry into
your world
7. Industry
News &
Trends
15. @googledave
Persona has a
problem but is not
aware of the solution
SEE
Has a problem
and is
researching the
solutions
THINK
Aware of your
solution,
convince them!
DO
They’re a
customer
encourage to buy
and share more
DELIGHT
38. @googledave
· Employees advocates – they can reach an
audience 10x that of your brand
· Harness the power of the team
· Identify you most socially savvy
· Rules of the game – follow the content plan
· Measure, share and grow
Content is an experience… not just words, fonts, code, design,
Its the entire experience…
But here is the thing…
Everyone is talking about content marketing… and what do they need to do to engage their audience…
When we talk about producing content… what are thinking?
What do we see when we talk about content marketing
Are we creating great content
Are we really thinking about what we are producing….
or
Or are we just satisfied with what we are producing?
Being satisfied just isn’t anywhere near good enough. You need to think differently.
Content goes much, much deeper than that… it’s a commitment, not a campaign
It doesn't mean everyone has to write but it requires an interest and collaboration.
This is because content isn't just marketing it also culture.
Create a content culture in your teams. Its not a content strategy, it’s a people strategy a culture
Great content can attract great people and help you become digitally famous
We don't need more content. We need content that does more.
Content is an experience… not just words, fonts, code, design,
Its the entire experience…
Any any devices… and the ones we don’t even know about yet…
Aristotle stated…
That human persuasion occurs with 3 ingredients
Ethos – persuasion through credibility and trust
Logos – persuasion through logic, facts and figures
Pathos – Art of appealing to emotions
The currency of real networking is Generosity and Value – give your best stuff away
Its not the source of the content, its how valuable it is to the customer,
Help candidates, people with their day to day life's…
Graduate campaign, its not about the opportunity, it about helping them out with pain and pleasure
Create more value, for more people, more often…
So, when it comes to choosing…
They choose you….
Content is the currency of influence
Through research here is he ‘Magnificent seven’ themes of content proven to help you connect with your audience
Research and Analysis – data is where ideas and opinions grow –
Salary survey, the future of you world
Big content and visual or interactive assets can speak a 1000 words and
Entertain, inspire; educate and convince your candidates ….
Edutainment – those ‘types that get shared the most.
Convince people to ‘do’ what we want – case studies
Power of social proof – get customers / candidates to tell the story
Selling – social proof
A brilliant way of engaging you audience with content is thought the power of
Telling a good (authentic) Story
Tell stories to engage your audience that resonate with them
Who have been some of the greatest story tellers over the years….
Hollywood….
If we learn from those that have been telling stories for decades…
Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience
And they do it very well
The make the hero’s and the characters reflect those they want to connect with… click
Their customers….
In the films, they have characters that will mirror or resonate with the customer of the films they want to attract
Its why avengers had the female character
Aliens – sci-fi (typically a male dominant genre) – female lead – my wife loves Aliens (especially for hangover) days!
So, put the spotlight on your customers and you benefit by attracting those you want to engage with
This is backed up in science and neurology …we can get people on our same same wavelength
MRI scan from research by D Hassan – midn sync
When we tell stories both the storyteller and the listeners brains respond.
Our minds actually ‘synch together’… its know as neurocoupling We are hard wired to try and understand each other (scouser)
Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told
This is marketing’s very own ‘vulcan mind meld’
But we have to be very careful not to hit…..
In the NLP we have something called the critical faculty – it’s the human bullshit monitor
As marketers, we are the greatest bullshit trainers in the world
People see on average 10000 links a day... The average human attention span is 7 seconds – a gold fish has 8!!
Who remembers the billboard / xfactors / sky +
How many of you have the ‘good old staged corporate videos’ how often do you see videos about companies – who really watches !
Do you ever see a bad job advert – someone should write a crap advert and I reckon it would go viral!
Tell the truth… part of the human brain seeks the truth – this is how we are hard wired
In marketing with have buying funnels or
This a funnel shows the ‘considerations stages’ people go through
Passive candidates are at the see stage and the delight stage – delight is your twilight zone
A shelf full of ken and barbies just dying to be taken of the shelf!
Its been emotional….!
Newsjacking – show graph of this working
Insurance story – add slide
Its been emotional….!
Its been emotional….!
Something we are seeing more and more of…
In the war for talent - Using the power of your teams to accelerate content amplification – research shows x10
Your employees are a special forces team of talent scouts on the war for talent
When the put the shuttle into space
Your people in your organisations give you the power - they are your rocket boosters to your EVP – your brand ambassadors
Becoming a team that people love following
helps you to become a business that people love supporting.
By understanding the personas and people we want to connect
join and influence the conversation going on in your audiences hearts and minds
Identify the emotional drivers you candidates feel and experience; and put them into your stories,
helping you connect through the power of personality
humanise and bring emotion into you marketing and your people propositions....
Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic….
People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ...
Word of mouth…
People may forget what you said or did… But the won’t forget how you made them feel….