Content Jam 2016 presentation by James Ellis.

1. Does Content
Marketing
Really Work?
James Ellis
@TheWarForTalent
#ContentJam

2. Please
tweet:
At #contentjam.
@TheWarForTalent
just rickrolled me
and I loved it

3. Data!
(Don’t be scared)

4. People who
saw content…
Were 31%
less likely to
apply for a
job

5. Does Content
Marketing
Really Work? NO.

6. james ellis
VP, Inbound Marketing
TMP Worldwide
@TheWarForTalent
saltlab.com
Thank you!

7. sorry.

8. Does Content
Marketing
Really Work?
Not the way
most people
do it.

10. Content
Marketing Is
Not Pixie Dust
You can’t just
sprinkle it on
your site and
make magical
things happen.

11. There’s a
simple way to
make it work
It’s not
about the
writing

12. There’s a
simple way to
make it work
It’s not
about the
creativity

13. There’s a
simple way to
make it work
It’s not
about the
design

14. There’s a
simple way to
make it work
It’s not
about the
social
strategy

15. You only
need to know
one thing:
Whoever
knows their
audience
better wins.
Tweet it! bit.ly/cjam2016

16. Know your
audience?
• What do you know about that person?
• Do you know how old they are and where
they live?
• Do they surf on their laptop or phone more?
• When they are on their phone, are they
more likely to be playing Pokemon Go or
listening to a podcast?
• When do they need your product?
• When do they usually realize they need your
product?
• When they need your product, is your name
top of mind?
• When someone needs your product, what
do they do next? Google? Consumer
Reports? TheWirecutter? Their friends?
Facebook and Twitter? LinkedIn? Yelp?
Google Maps? Indeed?
• Is there a long sales cycle? Do you need to
focus on the top of the funnel or farther
down?

17. You can’t talk
to a million
customers
You can
only talk to
one person

18. Super Bowl
ads suck

19. It’s like
pitching
• Mid-wife services to a retirement
community
• iPhones to a Google conference
• Fiats at a NASCAR race
• Trump to Mexicans
• Cowboy boots to Toronto
• Drake music at a rodeo
• Trump at the Source Awards
• Hillary on Fox News
• Skydiving lessons to people scared of
heights
• Mops to people with maids
• Trump at a grammar convention
• Birth Control Pills at an LGBTQ rally
• OJ at a Bronco convention
• Taylor Swift at Kanye’s house
• Snowden to the CIA
• Sunlamps to goths
• Calm rational Twittering to Trump

20. Knowing your
audience
means:
Understanding
the need, the
tools, their
process

21. Take a
moment
Tweet it! bit.ly/cjam2016a

25. What you
want is
Relevance
Right message
Right person
Right time

28. Content is not
aggregate
People don’t
read your whole
site. They read a
page and then
make a decision.

29. Which is
another word
for Intent
Who was the
message
intended for?
What was it
intended to
make them do?

30. If you know
the intention
You can measure
the outcome

31. Attraction
Build
consideration
Validate
decision

32. Intent:
Attract
readers
Metric:
Incoming traffic

33. Intent:
Build
consideration
Metric:
New visit %
Pages/visit
Micro-conversion

34. Intent:
Validate
Decision
Metric:
Conversion rate

35. Please note! One piece of
content does
ONE THING
Attraction content doesn’t convert
Validation content doesn’t attract

36. james ellis
VP, Inbound Marketing
TMP Worldwide
@TheWarForTalent
saltlab.com
Thank you!