Content Marketing - Why do we have it? Why now?
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Presentation for the Asia Content Marketing Association (ACMA) event - Content Marketing: Moving Beyond Content Shock in Asia - in Singapore, 8th December 2016. #ACMAevent #contentmarketing
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Content Marketing - Why do we have it? Why now?
- 1. Content Marketing Why do we have it? Why now? @AndreaTEdwards AndreaTEdwards AndreaTEdwards www.thedigitalconversationalist.com The Digital Conversationalist The Digital Conversationalist
- 9. Because we just donât care about brands anymore
- 10. 15% of people trust recommendations from brands 84% trust recommendations from people they know Source: Gartner
- 11. 67% of the buyers journey is now digital Source: Sirius Digital owns 90% of the buyers journey Source: Forrester
- 12. #ACMAevent @AndreaTEdwards Who do we trust? According to an affilinet survey, the order of trust 1. Family 2. Friends 3. Bloggers 4. Social media connections 5. Colleagues 6. Journalists 7. Religious leaders 8. Celebrities 9. Brands 10. Politicians
- 13. #ACMAevent @AndreaTEdwards We have all the power ⢠Global conversations ⢠Sharing knowledge ⢠Speed ⢠Human conversations ⢠Communities ⢠Todayâs playing field ⢠Brands speak marketing
- 14. #ACMAevent @AndreaTEdwards What is content marketing? ⢠Itâs a philosophy, not a tactic ⢠Itâs not an add-on to marketing ⢠Itâs not advertising ⢠Move from selling to serving ⢠Fundamental shift in mindset ⢠Itâs a revolution
- 15. Content Marketing is fundamentally about business transformation Itâs not something the marketing team âdoesâ Everyone must be on board and it starts at the top
- 17. #ACMAevent @AndreaTEdwards Our goal today Creating conversations with customers, partners, influencers, employees, potential employees To achieve that, itâs about creating content so good, it earns the right to exist in your customers world, where they are Weâre building so much loyalty with customers â because we consistently deliver value to them â they reward us and buy from us
- 18. Must start with content strategy
- 20. Whatâs the conversation you want to align your brand to? Whatâs the big idea?
- 21. #ACMAevent @AndreaTEdwards A content hub â mission critical ⢠A central destination ⢠Easy for customers ⢠Itâs content audience wants ⢠Not sales or promotional content ⢠Subtle branding is good ⢠Wrap CTAs around the content
- 22. ROI â reported as single largest source of new leads and revenue for American Express
- 23. ROI â what owning a category looks like
- 24. ROI â what owning a target audience looks like
- 25. ROI â how you change the global brand narrative
- 26. ROI â can connect individual blogs to million$ deals
- 27. ROI â biggest brands in the world working with me
- 31. âThe majority of content discovered by your audience comes from just three channels: email, search, and social. The best marketers focus their efforts on creating content that can be discovered across all of these.â Michael Brenner, Marketing Insider Group
- 32. #ACMAevent @AndreaTEdwards Multiple amplification channels ⢠Social? ⢠Email? ⢠Search? ⢠Advertising? ⢠Native advertising - Outbrain? ⢠PR? ⢠Events? ⢠Influencers, customers, partners?
- 33. What about employees? 500 connections 500 x 500 = 250K 5k x 500 = 2.5 mil And remember, people are trusted
- 35. #ACMAevent @AndreaTEdwards Unleashing the employees 1. Culture 2. Guidelines 3. Employee brand first 4. A Platform 5. Effective measurement 6. Champions 7. 1-2-1 Coaching âIf your employees arenât your biggest fans, youâve got problems WAY bigger than social mediaâ Jay Baer
- 36. But employees must be advocates for themselves first, brand second
- 37. #ACMAevent @AndreaTEdwards A content marketing driven biz ⢠Understands customers in their bubble ⢠Thinks holistically, taps into their need ⢠Educates/enhances their life ⢠Answers their questions ⢠Engages with them how they want to be engaged ⢠Creates content they canât resist ⢠And then they buy
- 38. Once youâve done that, measure, measure, measure, refine and keep going! Patience really is a virtue
- 39. #ACMAevent @AndreaTEdwards Success requires energy ⢠It requires a hunger ⢠A true obsession to help customers ⢠The quality/intent of content all that matters ⢠A sense of urgency ⢠Half hearted? Content shock
- 40. #ACMAevent @AndreaTEdwards It takes guts ⢠A powerful CCO ⢠An energetic, determined team ⢠Company-wide commitment ⢠Commit to strategy ⢠Simplify the processes ⢠True collaboration
- 41. #ACMAevent @AndreaTEdwards True success is big picture 1. Siloes down 2. Partnership 3. Train & trust 4. Leaders engaged 5. Culture change
- 42. Your customer has a challenge Identify it, align your brand to it Create world-class content customers canât resist
- 43. #ACMAevent @AndreaTEdwards All amazing images courtesy of Shutterstock
Editor's Notes
- I donât know about you, but I spent more time watching the democratic and republican convention speeches in the last two weeks than I ever have in my life! How can your brand compete for that attention in the midst of how your consumers are participating online at that moment? Thatâs what itâs all about
- People trust people, not brands and this is why your employees are SO critical today
- Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand. Source: Gartner When you look at this stat, think about it from your companyâs perspective. Are you still spending 90% of your marketing budget on the activities where customers are only spending 8% of their time? This is the shift businesses must make. For B2B itâs 65-90% Source: Forrester I know this is a surprise to many, but the human at the end of a B2B deal is also a consumer and taking the same decision making journey â if just more complicated.
- We are in the midst of a global conversation and you canât underestimate its power We are discovering and inventing new ways to share relevant knowledge We are faster AND smarter than most companies We are having conversations â open, honest, funny, straight-forward and sometimes horrible But they are genuine human voices Business continues to speak marketing â not human - and in campaigns Business sends a brochure, a CTA, PR The consumer doesnât care Employee advocacy and social selling = unleashing the humans of business
- Iâve showed this slide in the past, but the critical message here is content still sits off to the side of business, as a tactical after thought. It needs to come into the heart of business and become central to every role and function within an organisation. This is why itâs transformational.
- Why am I talking about content marketing and not social media? Because content is what feeds social, and we must start there. Content marketing is about creating conversations with customers, partners and influencers. To achieve that, itâs about creating content so good, it earns the right to exist in your customerâs world, where they are. Our goal today, is to build so much loyalty with our customers â because we are consistently delivering value to them â that they want to buy from us to reward us for our efforts
- The average person has 500 social media connections. If you have 500 employees doing one activity per week, on behalf of your business, that is the ability to influence 250,000 people. If you have 5,000 employees, they have the ability to influence 2.5 million people. Add this up over weeks, months, years, and youâre really starting to see impact.
- Culture - corporate cultures rooted in trust do employee advocacy well. Brands must trust the people your customers do business with Guidelines â that encourage participation versus being over controlling. If you are still using the same social media guidelines written a decade ago, throw them out and start again Employee brand first â focus must be on the success of the employeeâs brand first, not the other way around A Platform â make it as easy as possible for employees to get on board Effective measurement â a platform makes measurement easier, and this will help to understand impact Champions â start with this group, those who are already engaged and understand the importance of their personal brand. Especially anyone who is blogging. Embrace them and bring them into the fold â they will set the tone for everyone to follow 1-2-1 Coaching â success requires access to coaching. An IBM case study revealed that only 9% were successful when left alone, versus 75% if they had access to on-going coaching.
- Get the siloes down â content marketing canât exist when siloes remain. The siloes of business are the enemy of being successful at content. This is about the whole organisation coming together Partnership culture â with siloes down you need to create partnerships across the business, working together for the future of the business Train & trust â train your people, provide them with great guidance, but you must trust them Get the leaders on board â without your leaders itâs very difficult to make this happen. Convince and cajole them Culture change â Iâm talking about deep cultural change here. Content and social has to be at the core of everything you do as a business.