Content marketing more than just a buzzword

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Axonn Media's MD Alan Boyce presented this talk at the Elite Business Event in April 2014. He discussed content marketing: why it is more than just the latest buzzword, why businesses should be doing it and what they need to do to make it work for them. Content marketing works because begins from a different point of departure from most other kinds of marketing. Content marketing is different because it treats its audience as an equal partner in a dialogue, rather than a passive recipient - a “mark” to be taken advantage of or sold to. A lot of what used to happen under the general heading of SEO – and the whole of PPC advertising – is based on the objective of getting maximum visibility in SERPs (“number one in Google”) by whatever means necessary, on the presumption that people click on the first result they see. Whether it’s paying Google to position your results prominently or trying to trick Google into doing so (by cloaking ten years ago, by keyword stuffing 5/6 years ago, or by unnatural link building two years ago) – it’s all essentially the pushy salesman jamming his foot into the audience’s door; of getting your message across whether it’s something the audience wants to hear or not. Content marketing is contrasted with “interruption marketing”. Interruption marketing says “you want what I’ve got? Well you can’t have it, until you’ve done what I want” and it may or may not give you what you were after, once it has pitched you. Content marketing is different. Content marketing says “here is what you wanted. Now that I’ve given you that, will you do something for me?” It treats the audience as an equal partner. That’s why content marketing is eclipsing and will continue to eclipse interruption marketing. Take something as paradigmatically “old media” as a poster on a bus stop. This one (slide 14) has a QR code on it, allowing viewers to choose to interact with content that is valuable to them. And if they choose to do so and the content meets their expectations, or fulfils their needs, them they are better disposed towards the business or product that gave them something they valued without insisting on taking anything in return. Content marketing starts from the simple message “be interesting to make people like you, then they might do what you want”. It may be true, but it doesn’t help you avoid being part of the 58% of organisations doing content marketing who are not effective at it. You will only succeed at content marketing if (i) you work out who you want to like you (taking particular note of which of those groups are likely to do the sort of things you want your audience to do); (ii) you work out what is interesting to people like that; and then (iii) you create stuff that is interesting and get it in front of the people you want to like you. Read more: axonn.co.uk

transcript

Content Marketing – More than just a buzzword

By Alan Boyce, Managing Director, Axonn Media

LAST

LAST

BACK THERE

BUY OUR STUFF

BUY OUR STUFF

PLEASE

Content Marketingas opposed to

Interruption Marketing

Be interestingto make people like you

then they might do what

you want

Be happy

by doing things you enjoy

Online Presence

Sales

Lead Gen

Brand Awareness

Customer Service

Sales

Lead Gen

Brand Awareness

Customer Service

Sales

Lead Gen

Brand Awareness

Customer Service

Task 1 – Persona 1

• What is Task 1? Why do I want people to complete it?

• How is Task 1 carried out?• What needs for users does

completing Task 1 fulfil?• What characteristics do people

with those needs also have?

Task 1 – Persona 1

• What encourages or puts people like that off?

• What language and terms do people like that use?

• What else are people like that interested in?

• Analytics, third-party data, your experience – multiple sources

BUT DOES HE HAVE A DOG?LOL

Task 1 – Persona 1

• Human characteristics are only strictly relevant if they influence PROBABLE BEHAVIOUR in respect of DESIRED TASKS

• BUT they can be helpful downstream as a heuristic device for keeping human users at the centre

Task 1 – Persona 1

• Human characteristics are only strictly relevant if they influence PROBABLE BEHAVIOUR in respect of DESIRED TASKS

• BUT they can be helpful downstream as a heuristic device for keeping human users at the centre

Sales

Lead Gen

Brand Awareness

Customer Service

isn’t everything

Sic transit gloria mundi

Sales

Lead Gen

Brand Awareness

Customer Service

My

Bran

d

My

Bran

d

EVERYTHING ELSEIN THE WHOLE WORLD!

The Online Ecosystem• Competition for attention• SEO “hygiene”• Norms and rules of communication• Quality of experience• Adaptability

THE THREE PILLARS OF CONTENT MARKETING

Getting

GREAT IDEASthat

RESONATE WITH THE RIGHT PEOPLEin front of

THOSE PEOPLEleading them to

CHOOSEto do

WHAT YOU WANT THEM TO DO

ALAN BOYCE, AXONN MEDIA• Twitter - @boycealan• LinkedIn -

linkedin.com/pub/alan-boyce/9/298/538

• Web - axonn.co.uk; contentplus.co.uk; newsreach.co.uk

• Email – alan.boyce@axonn.co.uk

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