Media are transportation tubes to transport messages from A to B in order to influence people’s opinions. Media need content to disguise these messages. But traditional media are eroding, their future is uncertain and brands are looking for alternatives to transport their messages: their website, social media or content marketing. But there are a lot of misconceptions about content marketing and most content marketing sucks. Discover more about why (most) content marketing sucks and how to upgrade your content strategy in this presentation from Duval Union Consulting.
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
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
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
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
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
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.
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