SlideShare a Scribd company logo
1 of 49
Download to read offline
WHY (MOST)
CONTENT
MARKETING
SUCKS!
We are Duval Union Consulting, a consultancy
company that helps companies master digital
transformation and social media.
CLICK FOR MORE INFO
We wrote a book on
Digital Transformation.
BUY THE BOOK NOW
CONTENT
MARKETING ??
DearMedia
A B
Media are transportation tubes to
transport messages from A to B in
order to influence people’s opinions.
And media need content
to disguise the messages.
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
But traditional media are eroding.
Their future is uncertain.
And brands are
looking for
alternatives to
transport their
messages
…
2000 2005 2010 2015
Newspaper print ad sales
Google digital ad sales
Newspaper digital ad sales
$44.3
$19.5
$0.1
$1.5
$46.0
$3.4
In US$billions WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 1 - THE WEB
If we build a cool
website, the audience
will come towards us!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 1 - THE WEB
If we build a cool
website, the audience
will come towards us!NOT!
If you want them to come,
you’ll still need to grab their
attention first!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 2 - SOCIAL MEDIA
People love us, they will
share everything we say,
everything will go viral!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 2 - SOCIAL MEDIA
People love us, they will
share everything we say,
everything will go viral!NOT!
Organic reach on social media is
decreasing exponentially and
having clients to share your
messages is a huge challenge!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 3 - CONTENT MARKETING
Let’s create great
content. Everyone is
going to read this!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
ALTERNATIVE 3 - CONTENT MARKETING
Let’s create great
content. Everyone is
going to read this!NOT!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4 REASONS WHY
CONTENT
MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
1.YOU’RE CREATING
CONTENT FOR 

THE WRONG REASON
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
DON T BELIEVE
THE HYPE!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
What problem are we actually solving here?
1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
In our book Digital Transformation, we describe
seven elements that are fundamental for digital
transformation:The Seven Metaphors of Digital
Transformation.
Content marking involves your position in the value
chain, opinion making and/or community
influences. If you haven’t thought about this yet,
you’re probably doing something wrong.
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
TRANSPARENCY
ACCOUNTABILITY
PROXIMITY
RESPONSIVENESS
BI-DIRECTIONAL
HUMANIZATION
AUTHENTICITY
The
Glass House
Relationship
MONOLITHIC VS.
ATOMIC
APPIFICATION
LONG TAIL
PERSONALIZED
EXPERIENCE
SPEED
PRICE
(SELF-)SERVICE
SCALABILITY
The
Package
Product,Service &
Packaging
BYPASSING
VIRTUALIZATION
FRAGMENTATION OF
TOUCHPOINTS
The
Frog
Position in
the value
chain
NEW GATEKEEPERS
RECOMMENDATIONS
"GOOD IS GOOD
ENOUGH"
AMBASSADORSHIP
The
Gatekeeper
Opinion
making
The
Traveller
PLACE
UTILITY
EMPOWERED SELF
DELIVERY
FULFILLMENT
NEW WAY OF
WORKING
CONTEXTUAL
AWARENESS
REAL-TIME
Location &
Place
The
Participant
COMMUNITY
GAMIFICATION
COLLABORATION
THE POWER OF
THE CROWD
Community
The
Cyborg
INTERNET OF
THINGS
WEARABLES
QUANTIFIED SELF
ROBOTICS
DATA
MONITORING
Progressive
Technology
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
You need a
strong & clear
strategy
1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
2.YOU’RE CREATING
CONTENT FOR 

NO REASON AT ALL
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL
A lot of organizations have no strategy and thus no
objectives that justify content marketing as a
tactical instrument.Therefore you should ask
yourself:“Why content marketing?”
The reasons why you should use content marketing:
- To raise or maintain the organization’s image
- To generate or raise awareness
- To drive some sort of conversion
- To improve retention
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL
Good content marketing reaches all four of the
goals. In reality, you should score these objectives
and write down why you are betting on content
marketing.
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
5%
15%
35%
45%
retention
conversion
image
awareness
“Because we want to (re)connect to
our audience in a direct way in order
to influence them to buy our stuff”
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL
To measure the success of your objectives, you
should write down KPIs.
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
retention
conversion
image
awareness
KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
You need to
determine
objectives & KPIs
2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING
CONTENT THAT SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
It’s not even your fault. People in communication are
taught to think as a sender of their messages
towards one or more receivers.
But it doesn’t work that way (anymore)
Sender Receiver
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
You should start by thinking which content your
audience likes and wants to receive or already is
consuming right now.
Receiver
The content that
my target
audience wants
or already is
consuming.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
Once you know your target audience, you’ll need to
audit yourself and write down what message that
you want to send to your target audience.
Sender
The message(s)
that I want to
send to my
audience.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
Once you’ve done this, you can check if there are
any elements that already correspond.This is what
we call the Content Sweet Spot.
Sender
The message(s)
that I want to
send to my
audience.
Receiver
The content that
my target
audience wants
or already is
consuming.
CONTENT
SWEET SPOT
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
The problem with the Content Sweet Spot: it’s very
small or doesn’t apply for your organization. Be
honest, most of your fans don’t want to read/hear
what you really want to tell them.
VERY SMALL
CONTENT
SWEET SPOT
NO
CONTENT
SWEET SPOT
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
In both cases, you’ll need to broaden your message
towards your audience and tell them stories that
they really want to read and hear, which will make
your Content Sweet Spot bigger.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities:

1. focus on a main theme wherein you develop a
strong thought leadership
2. touch different points of your audience’s interest
1. 2.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities:

1. focus on a main theme wherein you develop a
strong thought leadership
1.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities:

2. touch different points of your audience’s interest
2.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
An extra opportunity is transforming your
‘obligated’ communication into attractive chunks of
content.
ANNUAL
REPORT
shopify.com/2014
For their 2011 report,Austria
Solar literally showed readers the
power of the sun, using specially
formulated inks that remain
invisible until sunlight falls on
the page. Bold, minimalist
graphics appear in a flash that
communicates exactly what the
brand is about.
CSR
RECRUITING
GCHQ runs
recruiting
ads within
Xbox Live
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
3.YOU’RE CREATING CONTENT THAT SUCKS
You have to
think like a
publisher
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE
CREATE THE CONTENT
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
For many times,
we’ve seen
‘creative’ agencies
produce
overpriced content
that may win
awards but isn’t
effective at all.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
Or content is
considered as
a obliged thing
and assigned
to people who
are not the
right people
for the job.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
Bottom line:
You are not evaluating content correctly!
You either pay too much or too little.
And in both ways, the wrong people are creating
the content that is so important for the success of
your company’s communication strategy.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
You’ve lost some battles, but the war isn’t over.
‣ Start hiring journalists (maybe some who got fired by
traditional media companies).
‣ Be objective and cutting-edge.
‣ Generate quality content and evaluate yourself with some
criticism. If it’s just good enough, don’t do it.
‣ Give your company journalists one mission: build a loyal
audience that really believes what you say.
‣ And keep your traditional marketing or corporate
communication experts far away.
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
But…
My brand…?
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
Your brand goes here
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
4.THE WRONG PEOPLE CREATE THE CONTENT
Your brand goes here
DearMedia
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
You have to
be(come) a
media company
4.THE WRONG PEOPLE CREATE THE CONTENT
WHY MOST CONTENT MARKETING SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
1. You’re creating content for the wrong reason

Develop a strong strategy
2. You’re creating content for no reason at all

Determine objectives & KPIs
3. You’re creating content that sucks

Think like a publisher
4. The wrong people create the content

Be(come) a media company
WHY MOST CONTENT MARKETING SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
You are warned now, so
don’t let this great
opportunity get buried
underneath the loads of
content crap!
WHY (MOST)
CONTENT MARKETING
SUCKS
WHY (MOST)
CONTENT MARKETING
SUCKS
Do you need help with
developing your
content strategy?
We can help you!
CONTACT US
@JCAUDRON @NICKVINCKIER
jo.caudron@duvalunion.com nick.vinckier@duvalunion.com
JO CAUDRON
Managing Partner
NICK VINCKIER
Executive Consultant
+32 475 43 80 98 +32 474 39 12 82
WHY (MOST)
CONTENT
MARKETING
SUCKS!

More Related Content

More from Scopernia

Digital transformation 7 Steps To Become A Future Proof Organisation
Digital transformation 7 Steps To Become A Future Proof OrganisationDigital transformation 7 Steps To Become A Future Proof Organisation
Digital transformation 7 Steps To Become A Future Proof OrganisationScopernia
 
The future of retail is hybrid
The future of retail is hybridThe future of retail is hybrid
The future of retail is hybridScopernia
 
12 Steps to Become a Future Proof Organization
12 Steps to Become a Future Proof Organization12 Steps to Become a Future Proof Organization
12 Steps to Become a Future Proof OrganizationScopernia
 
The corporate startup
The corporate startupThe corporate startup
The corporate startupScopernia
 
Digital Transformation in Travel
Digital Transformation in TravelDigital Transformation in Travel
Digital Transformation in TravelScopernia
 
Man Machine Collaboration Dell EMC event in Brussels
Man Machine Collaboration   Dell EMC event in Brussels Man Machine Collaboration   Dell EMC event in Brussels
Man Machine Collaboration Dell EMC event in Brussels Scopernia
 
Man Machine Collaboration
Man Machine Collaboration Man Machine Collaboration
Man Machine Collaboration Scopernia
 
Digital Transformation In The Hotel Industry
Digital Transformation In The Hotel IndustryDigital Transformation In The Hotel Industry
Digital Transformation In The Hotel IndustryScopernia
 
Digital Transformation Stanwick
Digital Transformation StanwickDigital Transformation Stanwick
Digital Transformation StanwickScopernia
 
The Amazon Case: Why Amazon Is Winning
The Amazon Case: Why Amazon Is WinningThe Amazon Case: Why Amazon Is Winning
The Amazon Case: Why Amazon Is WinningScopernia
 
Digital Transformation From Strategy To Implementation
Digital Transformation From Strategy To ImplementationDigital Transformation From Strategy To Implementation
Digital Transformation From Strategy To ImplementationScopernia
 
Digital transformation Yuki 2017
Digital transformation Yuki 2017Digital transformation Yuki 2017
Digital transformation Yuki 2017Scopernia
 
Digital transformation AP hotel industry 21042017
Digital transformation AP hotel industry 21042017Digital transformation AP hotel industry 21042017
Digital transformation AP hotel industry 21042017Scopernia
 
Digital transformation Lenovo
Digital transformation LenovoDigital transformation Lenovo
Digital transformation LenovoScopernia
 
Digital Transformation in Healthcare
Digital Transformation in HealthcareDigital Transformation in Healthcare
Digital Transformation in HealthcareScopernia
 
Digital transformation Unique
Digital transformation UniqueDigital transformation Unique
Digital transformation UniqueScopernia
 
Digital Transformation And The Future Of Employment
Digital Transformation And The Future Of EmploymentDigital Transformation And The Future Of Employment
Digital Transformation And The Future Of EmploymentScopernia
 
Demystifying Artificial Intelligence
Demystifying Artificial IntelligenceDemystifying Artificial Intelligence
Demystifying Artificial IntelligenceScopernia
 
Digital Transformation of the Channel
Digital Transformation of the ChannelDigital Transformation of the Channel
Digital Transformation of the ChannelScopernia
 
The Impact Of Digital On B2B Industrial Markets
The Impact Of Digital On B2B Industrial MarketsThe Impact Of Digital On B2B Industrial Markets
The Impact Of Digital On B2B Industrial MarketsScopernia
 

More from Scopernia (20)

Digital transformation 7 Steps To Become A Future Proof Organisation
Digital transformation 7 Steps To Become A Future Proof OrganisationDigital transformation 7 Steps To Become A Future Proof Organisation
Digital transformation 7 Steps To Become A Future Proof Organisation
 
The future of retail is hybrid
The future of retail is hybridThe future of retail is hybrid
The future of retail is hybrid
 
12 Steps to Become a Future Proof Organization
12 Steps to Become a Future Proof Organization12 Steps to Become a Future Proof Organization
12 Steps to Become a Future Proof Organization
 
The corporate startup
The corporate startupThe corporate startup
The corporate startup
 
Digital Transformation in Travel
Digital Transformation in TravelDigital Transformation in Travel
Digital Transformation in Travel
 
Man Machine Collaboration Dell EMC event in Brussels
Man Machine Collaboration   Dell EMC event in Brussels Man Machine Collaboration   Dell EMC event in Brussels
Man Machine Collaboration Dell EMC event in Brussels
 
Man Machine Collaboration
Man Machine Collaboration Man Machine Collaboration
Man Machine Collaboration
 
Digital Transformation In The Hotel Industry
Digital Transformation In The Hotel IndustryDigital Transformation In The Hotel Industry
Digital Transformation In The Hotel Industry
 
Digital Transformation Stanwick
Digital Transformation StanwickDigital Transformation Stanwick
Digital Transformation Stanwick
 
The Amazon Case: Why Amazon Is Winning
The Amazon Case: Why Amazon Is WinningThe Amazon Case: Why Amazon Is Winning
The Amazon Case: Why Amazon Is Winning
 
Digital Transformation From Strategy To Implementation
Digital Transformation From Strategy To ImplementationDigital Transformation From Strategy To Implementation
Digital Transformation From Strategy To Implementation
 
Digital transformation Yuki 2017
Digital transformation Yuki 2017Digital transformation Yuki 2017
Digital transformation Yuki 2017
 
Digital transformation AP hotel industry 21042017
Digital transformation AP hotel industry 21042017Digital transformation AP hotel industry 21042017
Digital transformation AP hotel industry 21042017
 
Digital transformation Lenovo
Digital transformation LenovoDigital transformation Lenovo
Digital transformation Lenovo
 
Digital Transformation in Healthcare
Digital Transformation in HealthcareDigital Transformation in Healthcare
Digital Transformation in Healthcare
 
Digital transformation Unique
Digital transformation UniqueDigital transformation Unique
Digital transformation Unique
 
Digital Transformation And The Future Of Employment
Digital Transformation And The Future Of EmploymentDigital Transformation And The Future Of Employment
Digital Transformation And The Future Of Employment
 
Demystifying Artificial Intelligence
Demystifying Artificial IntelligenceDemystifying Artificial Intelligence
Demystifying Artificial Intelligence
 
Digital Transformation of the Channel
Digital Transformation of the ChannelDigital Transformation of the Channel
Digital Transformation of the Channel
 
The Impact Of Digital On B2B Industrial Markets
The Impact Of Digital On B2B Industrial MarketsThe Impact Of Digital On B2B Industrial Markets
The Impact Of Digital On B2B Industrial Markets
 

Recently uploaded

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 

Recently uploaded (20)

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 

Why Most Content Marketing Sucks!

  • 2. We are Duval Union Consulting, a consultancy company that helps companies master digital transformation and social media. CLICK FOR MORE INFO
  • 3. We wrote a book on Digital Transformation. BUY THE BOOK NOW
  • 5. A B Media are transportation tubes to transport messages from A to B in order to influence people’s opinions. And media need content to disguise the messages. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 6. But traditional media are eroding. Their future is uncertain. And brands are looking for alternatives to transport their messages … 2000 2005 2010 2015 Newspaper print ad sales Google digital ad sales Newspaper digital ad sales $44.3 $19.5 $0.1 $1.5 $46.0 $3.4 In US$billions WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 7. ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 8. ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us!NOT! If you want them to come, you’ll still need to grab their attention first! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 9. DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 10. DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral!NOT! Organic reach on social media is decreasing exponentially and having clients to share your messages is a huge challenge! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 11. DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 12. DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this!NOT! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 14. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1.YOU’RE CREATING CONTENT FOR 
 THE WRONG REASON WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 15. DearMedia WHY (MOST) CONTENT MARKETING SUCKS DON T BELIEVE THE HYPE! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS What problem are we actually solving here? 1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
  • 16. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1.YOU’RE CREATING CONTENT FOR THE WRONG REASON In our book Digital Transformation, we describe seven elements that are fundamental for digital transformation:The Seven Metaphors of Digital Transformation. Content marking involves your position in the value chain, opinion making and/or community influences. If you haven’t thought about this yet, you’re probably doing something wrong. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 17. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1.YOU’RE CREATING CONTENT FOR THE WRONG REASON TRANSPARENCY ACCOUNTABILITY PROXIMITY RESPONSIVENESS BI-DIRECTIONAL HUMANIZATION AUTHENTICITY The Glass House Relationship MONOLITHIC VS. ATOMIC APPIFICATION LONG TAIL PERSONALIZED EXPERIENCE SPEED PRICE (SELF-)SERVICE SCALABILITY The Package Product,Service & Packaging BYPASSING VIRTUALIZATION FRAGMENTATION OF TOUCHPOINTS The Frog Position in the value chain NEW GATEKEEPERS RECOMMENDATIONS "GOOD IS GOOD ENOUGH" AMBASSADORSHIP The Gatekeeper Opinion making The Traveller PLACE UTILITY EMPOWERED SELF DELIVERY FULFILLMENT NEW WAY OF WORKING CONTEXTUAL AWARENESS REAL-TIME Location & Place The Participant COMMUNITY GAMIFICATION COLLABORATION THE POWER OF THE CROWD Community The Cyborg INTERNET OF THINGS WEARABLES QUANTIFIED SELF ROBOTICS DATA MONITORING Progressive Technology WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 18. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need a strong & clear strategy 1.YOU’RE CREATING CONTENT FOR THE WRONG REASON
  • 19. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2.YOU’RE CREATING CONTENT FOR 
 NO REASON AT ALL WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 20. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL A lot of organizations have no strategy and thus no objectives that justify content marketing as a tactical instrument.Therefore you should ask yourself:“Why content marketing?” The reasons why you should use content marketing: - To raise or maintain the organization’s image - To generate or raise awareness - To drive some sort of conversion - To improve retention WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 21. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL Good content marketing reaches all four of the goals. In reality, you should score these objectives and write down why you are betting on content marketing. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 5% 15% 35% 45% retention conversion image awareness “Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff”
  • 22. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL To measure the success of your objectives, you should write down KPIs. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS retention conversion image awareness KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE
  • 23. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need to determine objectives & KPIs 2.YOU’RE CREATING CONTENT FOR NO REASON AT ALL
  • 24. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 25. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS It’s not even your fault. People in communication are taught to think as a sender of their messages towards one or more receivers. But it doesn’t work that way (anymore) Sender Receiver
  • 26. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS You should start by thinking which content your audience likes and wants to receive or already is consuming right now. Receiver The content that my target audience wants or already is consuming.
  • 27. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS Once you know your target audience, you’ll need to audit yourself and write down what message that you want to send to your target audience. Sender The message(s) that I want to send to my audience.
  • 28. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS Once you’ve done this, you can check if there are any elements that already correspond.This is what we call the Content Sweet Spot. Sender The message(s) that I want to send to my audience. Receiver The content that my target audience wants or already is consuming. CONTENT SWEET SPOT
  • 29. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS The problem with the Content Sweet Spot: it’s very small or doesn’t apply for your organization. Be honest, most of your fans don’t want to read/hear what you really want to tell them. VERY SMALL CONTENT SWEET SPOT NO CONTENT SWEET SPOT
  • 30. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS In both cases, you’ll need to broaden your message towards your audience and tell them stories that they really want to read and hear, which will make your Content Sweet Spot bigger.
  • 31. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities:
 1. focus on a main theme wherein you develop a strong thought leadership 2. touch different points of your audience’s interest 1. 2.
  • 32. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities:
 1. focus on a main theme wherein you develop a strong thought leadership 1.
  • 33. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities:
 2. touch different points of your audience’s interest 2.
  • 34. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS An extra opportunity is transforming your ‘obligated’ communication into attractive chunks of content. ANNUAL REPORT shopify.com/2014 For their 2011 report,Austria Solar literally showed readers the power of the sun, using specially formulated inks that remain invisible until sunlight falls on the page. Bold, minimalist graphics appear in a flash that communicates exactly what the brand is about. CSR RECRUITING GCHQ runs recruiting ads within Xbox Live
  • 35. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3.YOU’RE CREATING CONTENT THAT SUCKS You have to think like a publisher
  • 36. DearMedia WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS
  • 37. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT For many times, we’ve seen ‘creative’ agencies produce overpriced content that may win awards but isn’t effective at all.
  • 38. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT Or content is considered as a obliged thing and assigned to people who are not the right people for the job.
  • 39. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT Bottom line: You are not evaluating content correctly! You either pay too much or too little. And in both ways, the wrong people are creating the content that is so important for the success of your company’s communication strategy.
  • 40. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT You’ve lost some battles, but the war isn’t over. ‣ Start hiring journalists (maybe some who got fired by traditional media companies). ‣ Be objective and cutting-edge. ‣ Generate quality content and evaluate yourself with some criticism. If it’s just good enough, don’t do it. ‣ Give your company journalists one mission: build a loyal audience that really believes what you say. ‣ And keep your traditional marketing or corporate communication experts far away.
  • 41. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT But… My brand…?
  • 42. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here
  • 43. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4.THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here
  • 44. DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You have to be(come) a media company 4.THE WRONG PEOPLE CREATE THE CONTENT
  • 45. WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 1. You’re creating content for the wrong reason
 Develop a strong strategy 2. You’re creating content for no reason at all
 Determine objectives & KPIs 3. You’re creating content that sucks
 Think like a publisher 4. The wrong people create the content
 Be(come) a media company
  • 46. WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You are warned now, so don’t let this great opportunity get buried underneath the loads of content crap!
  • 47. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS Do you need help with developing your content strategy? We can help you! CONTACT US
  • 48. @JCAUDRON @NICKVINCKIER jo.caudron@duvalunion.com nick.vinckier@duvalunion.com JO CAUDRON Managing Partner NICK VINCKIER Executive Consultant +32 475 43 80 98 +32 474 39 12 82