We are all creating a lot of content. But what does it really do? Is it useful? Most of it isn't. In this talk in Valencia at The Inbounder I discuss how we are doing, what the problem is and how we should change our approach to content marketing.

1. @basvandenbeld
Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
How to create the right content at
the right time to the right audience
@basvandenbeld
Speaking, Consulting,
Publishing, Training
The Inbounder, Valencia, 2016

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HOW TO CREATE THE RIGHT
CONTENT AT THE RIGHT TIME TO
THE RIGHT AUDIENCE
BAS VAN DEN BELD
#theinbounder Ponencia en inglés - Ponte los

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The New Hope?

5. We have a problem
@basvandenbeld

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On WordPress alone, there’s over 2 million blog
posts published every single day. That’s 83,000 blog
posts an hour.
Source: https://wordpress.com/activity/posting/

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Every second, on average, around 6,000 tweets are
tweeted on Twitter, which corresponds to over 350,000
tweets sent per minute or 500 million tweets per day
Source: http://www.internetlivestats.com/twitter-statistics/

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There are about 4.75 billion
Facebook Updates every day
Source: Facebook

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Google has indexed 45 trillion pages
in April 2016…
Source: http://www.worldwidewebsize.com/

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And most of it… …is rubbish…

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For marketers this means…

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Attention is a currency

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The marketer’s solution?

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And then

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More content

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But we want to stand out!

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So we create…

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“Different content”

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Only 30% of marketers rated their
content marketing efforts as effective
Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs

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In 2013/2014, the volume of content produced per
brand increased by 78%, but the engagement
decreased by 60%
Source: http://trackmaven.com/resources/the-content-marketing-paradox-report/

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Content Marketing is not about
publishing everything we know

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@basvandenbeld

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The New Hope?

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Relevant content when and
where it matters

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Help your audience find the
answer to their problems

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The difference between helping and
selling is only 2 letters
Jay Baer - Youtility

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Look beyond the obvious

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Content creation should be about
Anticipation

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How?
•This is a mindset!

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Understand the (changing) landscape

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How?
•Follow industry blogs
•Follow what is said on social
•Read books!
•Talk to people around you!
•Test!

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Understand your goals

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How?
•Brainstorm them out!
•Talk to colleagues
•Talk to clients

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Understand relevancy

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How?
•Get to know those you are targeting

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The wrong assumption is that someone starts
at 0. Wrong, everyone has preconceptions

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http://std.al/netflixaddictive

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How?
•Research social media
•Find questions
•Research your e-mail!
•Track behaviour

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Understand perspective

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How?
•Talk to customers
•Get others involved
•Never assume!

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Understand steps people take

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We are focusing our
efforts here

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83. Now you can create and market
content
@basvandenbeld

84. Choose your Content types
wisely
@basvandenbeld

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Shareable content Thought leadership content
Educational content Product contentBranding content
Persuasive content
E-books
Social
content
Webinars
Press
releases
Branded
videos
Fact
sheets
Speaking
Reviews
Checklists
Network
ing
Demo's
Ratings
Price
guide
Endorsem
ents
Events
Trend
reports
Infograp
hics
Reports
Quotes
Expert
content
Slide
shares
Guest
blogs
How to
guides
Interviews
Emails
Event
information
Lunches
Case
studies
Outreach
Sales
conversatio
ns

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Each piece of content has to have its
own goal(s)

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Content to win their trust
Thought leadership content
Educational content
Branding content

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Content to make them come back
Thought leadership content
Educational content

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Content to make them talk
Thought leadership content
Branding content
Persuasive content
Shareable content

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Content to make them convert
Product content
Branding content
Persuasive content

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103. Getting there
@basvandenbeld

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Plan it out (example)
Audience
Type
Target
audience
Their
goals
Your
goals
The Next
Best Click
What
phases are
they in
Content
Type
Content
Seekers Describe
Find
content
Make them
joiners
Sign up Unaware
Thought
leadership
content
Guest blog
Joiners Describe
Hear from
you
Get them
interested in
something
else
Read
another
arFcle
Aware
EducaFonal
content
Webinars
Sharers Describe Look good
Have them
share
Share
bu"ons
Aware /
Unaware
Shareable
content
Social
content
Buyers Describe
Get what
they want
Make them
buy
Pay Researching
Product
content
Branded
video

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Make sure things works together

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The right gear

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Connect the dots…

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New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”

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I tweet, share, and write about this stuff.
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Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beld
www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital
@basvandenbeld
New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”