Your Marketing Golden Ticket
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In Ashley Zeckman's presentation from the 2017 Social Brand Forum, you'll find 5 key content ideas to help you overcome some of today's biggest marketing hurdles.
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Your Marketing Golden Ticket
- 2. @azeckman #SocialBrand17 SOMETHING YOU SHOULD KNOW ABOUT ME…
- 4. @azeckman #SocialBrand17 “SO MUCH TIME AND SO LITTLE TO DO.” - Willy Wonka
- 5. @azeckman #SocialBrand17 HOW MANY OF YOU ARE FEELING OVERWHELMED WITH CONTENT MARKETING RIGHT NOW?
- 6. @azeckman #SocialBrand17 CONTENT MARKETING IS… HARDImage Source: PopSugar
- 7. @azeckman #SocialBrand17 Consumers are overloaded with content. Audiences are becoming more sophisticated and demanding. Brands can’t keep up with demand. Teams are not strategic with content. Image Source: WordPress.com
- 8. @azeckman #SocialBrand17 37 SECONDS is the average amount of time people spend reading an article or blog post. - NewsCred Insights THE CURRENT STATE LEAD GENERATION is the top content marketing goal for B2B marketers. - CMI & MarketingProfs 200 MILLION+ people now use ad blockers. - PageFair
- 9. @azeckman #SocialBrand17 “IS THE CONTENT YOU CREATE AND DISTRIBUTE DIFFERENT THAN ANYTHING ELSE OUT THERE?” @JoePulizzi Image Source: LinkedIn
- 10. @azeckman #SocialBrand17 WE’RE DOING IT WRONG Creating content for your brand, not your audience. Focusing on content quantity, not impact. Avoiding testing for fear of failure.
- 11. @azeckman #SocialBrand17 I’LL BE YOUR GUIDE TODAY 5 SWEET IDEAS FOR OVERCOMING COMMON CONTENT HURDLES Image Source: movie-screencaps.com
- 12. @azeckman #SocialBrand17 “THERE IS NO EARTHLY WAY OF KNOWING, WHICH DIRECTION THEY ARE GOING.” - Willy Wonka
- 13. @azeckman #SocialBrand17 Image Source: movie-screencaps.com #1 – Lack of Audience Insight
- 14. @azeckman #SocialBrand17 SOLUTION: IDENTIFY NEEDS Ask customers directly. Conduct surveys and research. Research top questions asked via search engines. Use GA to uncover popular content.
- 18. @azeckman #SocialBrand17 • Answer the Public • Bloomberry • Storybase • BuzzSumo SOLUTION: IDENTIFY NEEDS
- 19. @azeckman #SocialBrand17 “IF YOU’LL FOLLOW ME, I HAVE SOMETHING RATHER SPECIAL TO SHOW YOU.” - Willy Wonka
- 20. @azeckman #SocialBrand17 Image Source: movie-screencaps.com #2 – Failure to Meet Customer Content Needs
- 21. @azeckman #SocialBrand17 SOLUTION: CONTENT EXPERIENCE Create content that meets their needs. Customers should be at the core. Adjust your content experience strategy accordingly. Collect data of the experience.
- 22. @azeckman #SocialBrand17 • New product launch • Increase awareness • Over 15M views SOLUTION: CONTENT EXPERIENCE
- 23. @azeckman #SocialBrand17 SOLUTION: CONTENT EXPERIENCE
- 24. @azeckman #SocialBrand17 “ANYTHING YOU WANT TO, DO IT.” - Willy Wonka
- 25. @azeckman #SocialBrand17 Image Source: movie-screencaps.com #3 – Limited Time, Budget & Resources
- 26. @azeckman #SocialBrand17 Collaborate with influencers. Eliminate waste. Repurpose evergreen content. Know that content opportunities exist everywhere. SOLUTION: GET CREATIVE
- 27. @azeckman #SocialBrand17 • 50% of the content was created by influencers • Nearly 6k shares SOLUTION: GET CREATIVE
- 28. @azeckman #SocialBrand17 • Original blog post had over 2k shares • Repurposed eBook on SlideShare had over 36k views SOLUTION: GET CREATIVE
- 29. @azeckman #SocialBrand17 “INVENTION, MY DEAR FRIENDS, IS 93% PERSPIRATION, 6% ELECTRICITY, 4% EVAPORATION, AND 2% BUTTERSCOTCH RIPPLE.” - Willy Wonka
- 30. @azeckman #SocialBrand17 Image Source: movie-screencaps.com #4 – Not Understanding What Content Works
- 31. @azeckman #SocialBrand17 SOLUTION: TEST CONTENT TYPESFocus on types that encourage engagement. Optimize for multiple devices. Test before you invest. Find interesting ways to TELL STORIES!.
- 32. @azeckman #SocialBrand17 • Interactive content • 100% influencer amplification • 18M Impressions • 2,227 views between 30 seconds and 2 minutes (average is 37 seconds) SOLUTION: TEST CONTENT TYPES
- 33. @azeckman #SocialBrand17 • Content was created to promote the survey including media coverage, webinar, contributed articles, blog posts. • 30% conversion rate = 2000+ downloads • Over 1000 new contacts added to nurture SOLUTION: TEST CONTENT TYPES
- 34. @azeckman #SocialBrand17 “DON’T JUST STAND THERE, DO SOMETHING.” - Willy Wonka
- 35. @azeckman #SocialBrand17 Image Source: movie-screencaps.com #5 – Lack of Brand Credibility
- 36. @azeckman #SocialBrand17 Present the same POV on multiple channels. Answer the questions your audience is searching for. Answer these questions in a way that is optimized for the customer experience Integrate with other tactics such as events, webinars and SEO. SOLUTION: BUILD BRAND AUTHORITY
- 37. @azeckman #SocialBrand17 Content Topic or Theme Blog & Website Content Anchor Assets PPC Paid Social Organic Social Best Answer Events Webinars 3rd Party Editorial SOLUTION: BUILD BRAND AUTHORITY
- 38. @azeckman #SocialBrand17 SOLUTION: BUILD BRAND AUTHORITY
- 40. @azeckman #SocialBrand17 WHAT WOULD IT TAKE TO TURN YOUR CONTENT HURDLES INTO OPPORTUNITIES?
- 41. @azeckman #SocialBrand17 WHAT IMPACT COULD YOU HAVE?
- 42. @azeckman #SocialBrand17 WHAT WOULD THAT COST?
- 43. @azeckman #SocialBrand17 WHAT IS THE COST IF YOU DON’T?
- 44. @azeckman #SocialBrand17 YOUR CHALLENGE • Do you know what your audience wants? • Are you creating a great experience? • Is your process efficient? • What are you testing? • Are you the best answer for what your customers are searching for? Identify Opportunities • Research your customers. • Develop a strategy. • Execute on the plan. • Optimize the plan. Create Your Plan • Technology • People • Publishing Platforms • Interactive Platforms • Content Platforms Forecast Costs
- 45. @azeckman #SocialBrand17 THANK YOU! @azeckman TopRankMarketing.com TopRankBlog.com A Special Treat! https://goo.gl/3y4ZwW
Notes de l'éditeur
- So….I have something special for you. I am not above bribery. For the two people that have the best tweets I have a very special, gourmet chocolate bar that can be all yours.
- So, something you should know about me. I LOVE movies. Apparently I also like to take weird selfies at the theatre with my boyfriend. I also happen to LOVE content marketing. I’m a self professed content nerd and proud of it. Movies tend to work their way into my content quite frequently. Today for example.
- So what is this golden ticket exactly? It’s something that everyone is chasing, a surefire way to be more successful. In the movie, there were people buying thousands of boxes of chocolate in hopes of getting their ticket, whereas Charlie purchased a mere few and struck gold (literally). But what does the golden ticket really symbolize? We’ll come back to that. In content, everyone is chasing their own golden ticket, but can you count on getting lucky? No, you have to make your own luck. And today we’re going to cover five ways to do just that. ----- HAVE A MOVIE SLIDE RIGHT AFTER THE OPENING SLIDE. CONSIDER HAVING THE PHOTO OF OUR TEAM AND OUR SKILLS LATER ON ONCE I’VE GONE THROUGH THE PRESENTATION. WHAT IS THE PROBLEM – CHARLIE IS POOR, HE WANTS CHOCOLATE, WHILE PEOPLE ARE OUT BUYING THOUSANDS OF OPEN IT UP WITH A STORY AND DON’T FINISH IT. WHAT HAPPENED WITH CHARLIE – HE FOUND HIS GOLDEN TICKET BUT IT WAS WHAT HE LEARNED ALONG THE WAY AND THE FACT THAT HE MADE IT THROUGH. EVERYONE IS CHASING THE GOLDEN TICKET. CAN YOU COUNT ON GETTING LUCKY LIKE CHARLIE OR MILLIONS LIKE THE BRATTY GIRL? NO, YOU HAVE TO MAKE IT. WE HAVE 5 WAYS WE’RE GOING TO GO THROUGH THIS. FOCUSING ON THESE FIVE THINGS WILL HELP YOU MAKE YOUR OWN GOLD JUST LIKE THE GOOSE LAYING THOSE GOLDEN EGGS.
- So this is something we can all relate to right? Just kidding. We know that’s not true.
- What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- Well that’s because content marketing is HARD
- Why is it so difficult? Our audience has said TOO MUCH CONTENT. And stepped away. They’re also becoming much more sophisticated and demanding. Sorry guys, what worked 3 years ago doesn’t work now. Unfortunately, teams are not being terribly strategic with their content. It’s become more of a reactive or gut driven approach. And because of that brans simply can’t keep up with what is needed to compete.
- WE’RE STILL TRYING TO DO THE SAME THING EXPECTING A DIFFERENT RESULTS. But we’ve known for years that people are using ad blockers, making it that much more difficult to get in front of audiences. The amount of time people are spending reading our content has plumeted. And yet, the top content goal for b2b marketers is still lead gen…
- So there is this guy, Joe Pulizzi, not sure if you’ve heard of him. Ok. We all know Joe. He is the freaking Godfather of Content Marketing. I read a story from Joe recently about a time when he was leading a content worksop. And even though these people came from a variety of different industries, they all had one thing in common: They were not happy with their marketing. So in the middle of listening to this group complain, Joe stopped and asked this question…is the content you create and distribute, different than anything else out there?
- And that leaves many of us where we are today. The content we are creating can be found anywhere! Some of the biggest mistakes? Instead of focusing on what our audience needs, we’re drafting 3000 words about how great our products are. Instead of focusing on content quality or impact, we’re trying to pump out as much content as our little fingers can type. And, instead of testing new content types and topics with our audience, we’re risk-averse. But why?
- MAKE THE SAME AS THE COVER. ADD THE GERMAN KID STUCK IN THE TUBE. HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
- SEPARATE INTO THREE SEPARATE SLIDES
- SEPARATE INTO THREE SEPARATE SLIDES
- SEPARATE INTO THREE SEPARATE SLIDES
- MAKE SURE THAT IT DOESN’T GERP OUT. OTHER TOOLS: BLOOMBERRY STORYBASE BUZZSUMO
- FAILURE TO MEET CUSTOMER CONTENT NEEDS Ok, enough of that. What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- MAKE THE SAME AS THE COVER. ADD THE GERMAN KID STUCK IN THE TUBE. HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
- MAKE THESE THE SOLUTION – CAN #2 SOLUTION: FOCUS ON THE CONTENT EXPERIENCE
- INCLUDE A PROCESS DIAGRAM. REMOVE TEXT FROM THE SLIDE. THE STRATEGY: PUT ON THE SCREEN. DIAGRAM THAT SHOWS SEQUENCE OF EVENTS AND POP IN ASSETS.
- Ok, enough of that. What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- MAKE THE SAME AS THE COVER. ADD THE GERMAN KID STUCK IN THE TUBE. HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
- SOLUTION: GET CREATIVE SOLUTION: GET CREATIVE & EFFICIENT SOLUTION: LOOK OUTSIDE THE COOKIE – SOLUTION: ASK FOR HELP
- 50% OF THE CONTENT WAS CONTRIBUTED BY THE INFLUENCERS. THEN WHAT? HOW MANY PAGEVIEWS, IMPRESSIONS AND SOCIAL SHARES. HAVE ANY OF THEM BECOME OUR CLIENTS OR OUR INFLUENCERS SINCE THEN?
- CONTRIBUTIONS CAME FROM A COMBINATION OF TWITTER, LINKEDIN AND FACEBOOK.
- NOT TESTING NEW CONTENT TYPES FEAR OF FAILURE NOT UNDERSTANDING WHAT CONTENT WORKS
- MAKE THE SAME AS THE COVER. ADD THE GERMAN KID STUCK IN THE TUBE. HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
- SOLUTION: TEST DIFFERENT CONTENT TYPES. PICK A NEW IMAGE FOR THIS.
- IMAGE ON LEFT IS TOO BLURRY. INTERACTIVE INFOGRAPHIC. INCLUDE INTERACTIVE INFOGRAPHIC. CONTENT WAS CREATED TO PROMOTE THE SURVEY, MEDIA COVERAGE, WEBINAR, CONTRIBUTED ARTICLES, BLOG POSTS – ALL OF THOSE THINGS WERE PART OF THE MARKETING THAT DROVE PEOPLE TO DOWNLOAD THE ASSET. THE CONVERSION RATE IS WHAT LED THEM THERE.
- LACK OF BRAND CREDIBILITY What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- MAKE THE SAME AS THE COVER. ADD THE GERMAN KID STUCK IN THE TUBE. HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
- SOLUTION; BUILD BRAND AUTHORITY
- PAINT IT IS. START WITH CONTENT TOPIC OR THEME SHOWING
- BUILD THESE IN. ADD INC LOGO PUT THE SEARCH RESULT IN THE CENTER AND THE OTHER THINGS ARE OBJECTS AROUND IT. ADD SOCIAL AS WELL.
- PICTURE OF WILLY WONKA THINKING – HAVE A THOUGHT BUBBLE COMING OUT
- What do you already have that can help you be more
- Ok, enough of that. What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- Ok, enough of that. What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- Ok, enough of that. What I really want to know is: [insert question]. You’re tired, you’re overwhelmed you are done.
- SHARE A STORY ABOUT WHAT HAPPENS IN WILLY WONKA. THERE’S SOMETHING IN THE MOVIE THAT CAN BE USED – HAVE TO REPEAT AT THE END THE CENTRAL IDEA. THERE SHOULD BE A REFERENCE WHEN YOU CLOSE IT OUT - WHAT