Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
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My deck from the Content Marketing Show, November 2013.
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Throwing shit against the wall & analysing what sticks - Content Marketing Show: November 2013
- 1. throwing shit against the wall & analysing what sticks… HANNAH SMITH CONTENT STRATEGIST @DISTILLED
- 5. present an idea & test the reaction @hannah_bo_banna
- 6. is the only way to succeed @hannah_bo_banna
- 7. but I‟m jumping ahead… @hannah_bo_banna
- 8. HANNAH SMITH Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks Content Strategist at Distilled hannah.smith@distilled.net @hannah_bo_banna
- 11. here are some things I‟ve made @hannah_bo_banna
- 17. I endeavour to create content that… @hannah_bo_banna
- 19. for a precious heartbeat or two…
- 20. create things that are useful
- 23. create things people will love
- 26. do you really need to do that? @hannah_bo_banna
- 27. yes I think you do @hannah_bo_banna
- 32. has & will continue to change @hannah_bo_banna
- 36. do you actually see updates from the companies you follow? @hannah_bo_banna
- 37. “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” ~ Mark Zuckerberg, Facebook @hannah_bo_banna
- 38. facebook protects us from unwanted content @hannah_bo_banna
- 39. & so does our technology @hannah_bo_banna
- 41. With four months of steady decline, it‟s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus https://litmus.com/blog/48-of-emails-are-opened-onmobile-gmail-opens-down-20-since-tabs @hannah_bo_banna
- 43. permission may no longer be enough… @hannah_bo_banna
- 45. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
- 46. people need to love your marketing
- 51. that I‟ve encountered when creating content @hannah_bo_banna
- 52. & tips for how to live to fight another day @hannah_bo_banna
- 54. can‟t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
- 55. me: the sort of content that drives conversion? @hannah_bo_banna
- 56. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
- 57. me: you want me to get you free advertising? @hannah_bo_banna
- 61. what you create depends on what you want to achieve @hannah_bo_banna
- 62. advertising isn‟t shared unless it also entertains / educates @hannah_bo_banna
- 63. content to „persuade‟ isn‟t shared unless it also entertains / educates @hannah_bo_banna
- 64. @hannah_bo_banna
- 65. @hannah_bo_banna
- 67. sometimes it just „appears‟ to @hannah_bo_banna
- 68. @hannah_bo_banna
- 70. but people see through this… @hannah_bo_banna
- 71. Time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
- 73. it‟s even hitting your target audience @hannah_bo_banna
- 75. self-serving messaging can alienate the people you seek to engage @hannah_bo_banna
- 76. people need to love your marketing
- 79. that‟s off-brand ~ The Client @hannah_bo_banna
- 80. sometimes this is true… @hannah_bo_banna
- 82. your brand is not what you sell @hannah_bo_banna
- 83. your brand is how you sell it
- 85. your content must not contradict your brand values @hannah_bo_banna
- 89. your content doesn‟t have to be *just* about what you sell @hannah_bo_banna
- 92. but their content is about extreme sports @hannah_bo_banna
- 93. @hannah_bo_banna
- 94. because that‟s what their target audience love & share @hannah_bo_banna
- 95. it‟s our job to persuade brands to think beyond their products @hannah_bo_banna
- 96. & think about their audience instead @hannah_bo_banna
- 102. so @hannah_bo_banna
- 103. how do you figure out what your audience love / need / want? @hannah_bo_banna
- 105. to succeed you‟ll need to… @hannah_bo_banna
- 108. • • • • • • • What problems do they have? What do they love? What do they hate? What do they share? What sites do they read? How do they spend time online? What about offline? @hannah_bo_banna
- 110. study what works & try to deconstruct why @hannah_bo_banna
- 111. but don‟t spend too much time on this! @hannah_bo_banna
- 112. what works for one company may not work for you @hannah_bo_banna
- 115. there‟s some stuff about being bad for your phone… @hannah_bo_banna
- 116. @hannah_bo_banna
- 117. but there‟s also some stuff about your well-being… @hannah_bo_banna
- 118. @hannah_bo_banna
- 119. @hannah_bo_banna
- 120. but remember there are no guarantees @hannah_bo_banna
- 121. it‟s incredibly hard to predict what will resonate @hannah_bo_banna
- 122. at some point, you have to @hannah_bo_banna
- 123. @hannah_bo_banna
- 124. if you don‟t launch anything you can‟t learn anything @hannah_bo_banna
- 125. throw shit against the wall, & analyse what sticks @hannah_bo_banna
- 130. but failure is a necessary part of the process @hannah_bo_banna
- 131. how to live to fight another day @hannah_bo_banna
- 132. @hannah_bo_banna
- 134. if there‟s no appetite for content to entertain / educate @hannah_bo_banna
- 135. focus on content to persuade or convert first @hannah_bo_banna
- 136. @hannah_bo_banna
- 137. recognise the pitfalls & stumbling blocks @hannah_bo_banna
- 138. don‟t just power on through @hannah_bo_banna
- 139. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
- 141. be prepared to start over if you have to @hannah_bo_banna
- 142. @hannah_bo_banna
- 143. make your content go further @hannah_bo_banna
- 144. make sure your content works across all browsers & devices @hannah_bo_banna
- 145. make sure your social share buttons work @hannah_bo_banna
- 146. make your headline & social share copy „clicky‟ http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral @hannah_bo_banna
- 147. create images for social sharing http://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral @hannah_bo_banna
- 148. place retargeting pixels on all of your content @hannah_bo_banna
- 150. @hannah_bo_banna
- 153. talk openly about the risks & why it‟s important to try anyway @hannah_bo_banna
- 155. agree what „success‟ looks like before you launch @hannah_bo_banna
- 156. @hannah_bo_banna
- 158. deconstruct what did and did not work @hannah_bo_banna
- 163. has & will continue to change @hannah_bo_banna
- 164. permission may no longer be enough… @hannah_bo_banna
- 166. people need to love your marketing
- 167. throw more shit against the wall and analyse what sticks @hannah_bo_banna
- 168. HANNAH SMITH Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks Content Strategist hannah.smith@distilled.net @hannah_bo_banna
- 169. Image Credits • • • • • • • • • • • • • • • • • • I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ Content Marketing Matrix - http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix.jpg Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ Make everything better - http://coding.smashingmagazine.com/2009/08/23/50-useful-new-jquery-techniques/ Love - http://realtruelove.wordpress.com/2013/02/14/love/ Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ Launch - http://www.palantir.net/blog/its-launch-time 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna