A lot of content marketeers start on exiting projects only to encounter internal resistance, which slows down the momentum and leaves both the company and the marketeer with a fatigue. Avoid the bottlenecks pro-actively, overcome these pitfall by incorporating these 4 steps into your workflow & create a fertile environment for content marketing growth.

1. SOCIAL MEDIA
DAY TWEETS
#SMDAYBE
PITFALLS TO AVOID IN CONTENT STRATEGY

2. That’s me!
@Koen_Verbrugge

3. HOPE YOU LIKE CONTENT?
Because that’s what we talk about today, me too.

4. @Koen_Verbrugge#SMDAYBE
DON’T WE ALL?
Social media marketing
Content marketing
Search engine marketing
STARTED DOING STARTED EARNING INDEPENDENT

5. THAT’S HOW MANY GOT STARTED
Did you run a Proof Of Concept/Campaign? How was your briefing?

6. NOT
SHARING
INFORMATION
& how they got
slowed down?

7. NOT SHARING
RESOURCES
& how they got
slowed down?

8. TOPIC
NO TOPIC
Slowed down, but
overrequested/unfocussed?

9. NO TOPIC
NOT SO SEXY
anymore
Isn’t the new toy asking
for a whole lot of work?

10. MONEY
NO MONEY
Why are we doing this
anyway?

11. Prioriteiten
NO PROJECT
PRIORITY
Let’s just keep it alive,
Comatized is a good idea.

12. THAT’S HOW MANY
GOT STUCK
1. Expectations are wrong
1. Content is just a check on the list. Just deliver and shut up.
2. You should save the world, with a keyboard & a connection.
Just don’t underdeliver.
2. Scope is vanity
1. Awareness, preference, leads, what is your goal?
2. What’s ‘the’ public? Who is important?
3. Data not understood
1. Investments are luxury / Needed after proven
2. No leverage to involve other silo’s, just talk about them

13. THAT’S HOW MANY
GOT STUCK
They like the idea of content,
…not the change that comes with
doing it effectively.

14. THAT’S WHAT WE ARE
TALKING ABOUT:
1. Avoiding pitfalls by selling as tool with
purpose, not a todo
2. 4 key points to be aware of when
working in/with companies
3. A small 25 minute session with
highlights to take with you
4. This meant to make you aware & pro-
active,
5. Use this information to evaluate your
method on both new and existing
projects
6. Q&A will happen by Twitter:
@Koen_Verbrugge

15. Not talking about these:
Frequently Used Content Killers
1. Low engagement
2. Inconsistent messages
3. Wrong content types
4. Unoriginal content-topics
5. Slow company reactions
6. Not enough time, budget,…
7. Keyword driven non content
8. Infrequent updates
9. No call to actions
10.Content without a purpose
Symptoms ?
OR
Problems?

16. DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Great!
Grow your strategy
• Diversify involved business units
• Diversify marketing goals
• Become a conversation company.

17. DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Someone is clueless
Educate the team:
Optimize skill and/or
attitude through small
project.

18. DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Your company is clueless
Problem = Persons & culture.

19. @Koen_Verbrugge#SMDAYBE
YOU COULD READ TOM
FISHBURNE ALL DAY

20. Let’s go back, back into project development
OR YOU COULD MAKE A DIFFERENCE

21. Breaking into silo’s
Vanity projects
Creating work building
Collaboration (Skills & understanding )
CONTENT BREAKS INTO
COMPANY STRUCTURES
Build for war in times of piece:
Prepare this war from the start.

22. BECAUSE
NO GOALS…

23. NO GOALS
≠ NO EVALUATION

24. WE NEED TO THINK
COLLABORATIVE FROM START
(even when momentum doesn’t ask for it, yet)

25. CREATE FERTILE
GROUNDS
1
1. Use a greater goal endorsed
by management.
2. Sell the tool to a business unit
with their input/benefit.
3. Involve them in optimization &
worth.
4. Change is hard: make it
snacksnized & emotional
3
A lot of companies are build on silo’s competing
Kill zone

26. TREAT STAKEHOLDERS
AS PUBLIC, CONTENT AS TOOL

27. 4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data

28. Everybody in your company
allready has work:
Not for you,
Not for readers,
Not for googl’ers or
facebookers.
Can you understand this?

29. THIS IS YOUR
PROBLEM
We’ll bring more visitors by adding share buttons

30. & YOU ARE HIS
PROBLEM
We’ll bring more visitors by adding share buttons
Share buttons slow the site down, lowering
conversions

31. THEY HAVE NOTHING
TO DO WITH THIS

32. THIS DISCUSSION
WILL LEAD TO THAT

33. We need to sell
content strategy
in engaging,
useful &
relevant
ways.

34. DON’T SAY…
I need content for Facebook fans.
Say
‘If we need to reach a new audience, we could use facebook
as a communication channel. This will require a type of
content that we’ll need to produced.
Or
‘If we want to retain an existing audience, we could use
facebook as a communication channel. This will require a
type of content that we’ll need to produced.
Goal = Not relevant
Always start with a
common goal

35. A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … define contexts of teamwork
4. … are meaningful for every level
5. … are based on legitimate data
6. … are easy to understand
7. … lead to action

36. A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … define contexts of teamwork
4. … are meaningful for every level
5. … are based on legitimate data
6. … are easy to understand
7. … lead to action

37. @Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get “Buy-In” from stakeholders
3. Measure worth
4. Don’t use only data

38. @Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Serving customers,
Improving products,
Getting revenues.
Don’t give work,
Work with them

39. @Koen_Verbrugge#SMDAYBE
FIND GOALS OF
OTHERS
HELP THEM GROW
 Reach new audiences
 Grow top of mind
 Differentiate your product
 Convince
 Retain customers
 …
HELP GET EFFICIENT
 Automate storytelling
 Research market
 Improve product/service
utility
 Improve inteligence
sharing
 …

40. TREATH THEM AS
PERSON(A)S
START ABOUT
 Challenges
 Experiences
 Skills
 Knowledge
 Objectives
LOOK FOR
 Hidden agenda’s
 Weaknesses
 Emotional history
 Hangups
TAKE NOTES
 Impressions
 Personality traits
 Sticking points
 Interests & concerns
Go in depth

41. How big is the opportunity in seo/social &
content for relevant user needs?
BUILD YOU COMMON
MONSTERS & WEAPONS
Do we have the content/ authority to capture the
opportunity? Who is winning & why?
Which departements are involved in what way?

42. SURE YOU WILL FIND
SOMETHING…

43. CATER SOLUTIONS TO THEM AS
YOU WOULD CATER TO READERS
Identify need + appeal to person
1. Help them realise solutions
2. Collaborate on solution
3. Make it easy to convert
4. Give them something to win,
not something extra to do
Sell a solution relevant to their job , situation & personality,
it’s what content marketeers do

44. Nobody works for
content,

45. but content can work
for everybody.

46. If you prove efficiency
Your business
case/worth

47. @Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data

48. @Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Reading papers,
Responding to mails,
Updating projects.
Don’t give’m noise,
show them their results

49. WE WILL MEASURE
OUR ‘GEEK’-METRICS
Create brand awareness
& loyalty, through
online authority.
Build social media audiences
For earned media & dialogue
between brand & consumer.
Better conversion ratio’s
on you site by influencing buying
behavior & differentiating
products.
Boosting Google rankings & visitors,
because of updated, unique
& linkable content.
Optimize Engagement’,
with longer time on site,
click through, conversion &
engagement rates
Reach a broad public
Through different platforms
by distributed content
Revenu
&
reputatie.

50. @Koen_Verbrugge#SMDAYBE
THAT IS HOW WE OPTIMIZE
CONTENT MARKETING
= Creation and distribution of
relevant content that adds value to
the lives of the people it has been
crafted for.

51. @Koen_Verbrugge#SMDAYBE
NOT HOW WE MARKET
CONTENT MARKETING
≠SEO
≠SOCIAL MEDIA
≠ONLINE MARKETING
= Acquisition, engagement &
conversion of different segments
for specific goals. Common goals.

52. @Koen_Verbrugge#SMDAYBE
BUT WE WILL NOT REPORT
THOSE TO MANAGEMENT
KPI’s evaluate the business purpose
Strategy defines important KPI’s.
Metrics is what we measure daily.
We plan for business
We optimize on metrics

53. @Koen_Verbrugge#SMDAYBE
METRICS SERVE A
PURPOSE
Report based on purpose/personality of stakeholders
Optimization parties :
 Ask yourself: which & why
 Don’t share your metrics, share theirs (automaticly by GA)
 Use special interest & vanity (you content/product did)
Managing parties:
 Is it working,
 Are their actions/solutions
C-level
 Are we reaching objectives
 Who is leading, where is the bottleneck

54. 4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data

55. A BOOK THAT
HELPED ME:

56. ELEPHANT AND
RIDER

57. DIRECT THE RIDER

58. MOTIVATE THE
ELEPHANT

59. SHAPE THE PATH

60. MAKE A SWITCH
Direct the rider
 Find what works
 Script proper actions
 Picture the horizon
Motivate the elephant
 Find the motivating feeling
 Shrink change
 Grow skills
Shape the path
 Tweak environment
 Build habits
 Rally the herd

61. Practice makes perfect, guidelines only speed up the process
IN CONCLUSION

62. LAUNCH CONTENT IN
A SUCCESFUL WAY
1. Find a greater benefit: Align your goal with the
company/department goal
2. Sell the tool, not the work: Get stakeholders on
board for a common goal/enemy
3. Report the worth: Report differently to different
stakeholders
4. Data won’t do: Don’t only speak on data:
Rationalise, motivate & shape roadmaps
Bonus: Create momentum by small wins, not big vanity
projects (they are traps)

63. NEED HELP?
KLUWER
OPLEIDINGEN
Social selling
 2 half days for the modern
B2B salesmen: from
framework to launch
DIGITAAL
PLAN
Digital strategy:
Research & plan
relevancy through digital
 Koen Verbrugge
 Info@digitaalplan.be
ARTEVELDE
HOGESCHOOL
Content marketing 101
 4 half days on content
marketing goals, planning,
doing & measuring