How to Simplify Context And Build Trust In Content Marketing

transcript

HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING

Paul Feiner | @PaFein

7 OUT OF 10 BUSINESSESARE PRODUCING MORE CONTENT

THIS YEAR THAN LAST.

http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN

CONTENT MARKETING...

CONSUMERS CHANGE FASTER THAN BRANDS ADAPT

1 Billion+

280m2013 MEDIA USAGE

WHERE CONSUMERS AREWHERE BRANDS HAVE EXPERTISE

SO MANY DIFFERENT TOOLS & PLATFORMS...

DIFFERENT SCREENS FOR EVERY CONTEXT

AND A RAPIDLY CHANGING DECISION PROCESS

7Picture from: “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com

Traditional 3-step Mental Model Average purchase decision now requires 10+ sources

IT’S NO WONDER SO MANY BRANDS STRUGGLE TO

PRODUCE CONTENT AUDIENCES VALUE.

IT’S A LOT TO THINK THROUGH.

BUT 7 OUT OF 10 MARKETERSWILL PRODUCE MORE CONTENT

THIS YEAR THAN LAST.

http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

“Content marketing is perhaps alone in its

ability to be a successful endeavor at every phase of the customer lifecycle.”

-JAY BAER

http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/

BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG?

content

CONSUMERS & PLATFORMS WILLFILTER YOU OUT

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CONSUMERS’

YOU’LL WASTE

TIMEYOURS

BUDGET MEDIA

PRODUCTION

BUT THE BIGGEST RISK IS...

YOU WON’T BUILD TRUST.

TRUST WITH

STAKEHOLDERS

CONSUMERS

ALGORITHMS[ ]

“The most important question in marketing is..."

“Do they trust me enough to believe my promises?”

“Without that, you have nothing.”

-Seth Godin

http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html

WAYS TO SIMPLIFY CONTEXT AND CREATE

CONTENT THAT BUILD TRUST

On Content Marketing

“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

- Jim Cuene

DEFINE A CLEAR & VALUED AUDIENCETHAT SHARES YOUR PURPOSE.

A WISE CREATIVE FILTER

• USE FACEBOOK GRAPH SEARCH TO BEGIN PROFILING AUDIENCE

• HELP THAT AUDIENCE• MN SEARCH MARKETERS LIKE...

• CONTRARIAN THINKING

• GLADWELL + VONNEGUT

• LOCAL & INDEPENDENT

• BEER

• MUSIC

• SATIRE

• The ONION + JON STEWART

BUILDAUDIENCESEGMENTS

WHAT CONTENT SHOULD YOU CREATE?

CONTENT YOU

CAN DELIVER

RIGHTAUDIENCE

VALUES

HASBUSINESS PURPOSE

Ignored

Poor ROI

Can’tProduce

*Assumes content is search-optimized and ties back to business purpose.

AWARENESS RESEARCH PERSUADE BUY REFERRAL

OUR GOAL

FILL CONTENT GAPS FOR YOUR AUDIENCE’S DECISION JOURNEYPersona Type

CUSTOMER GOAL

CONTENT CONSUMED

WHERE / HOW

EXAMPLES FROM THE WILD

• YOUTUBE CONTENT FOR SPECIFIC HEALTH ISSUES

• PERSUADES RESEARCHER

• TRUSTED AUTHORITY

• SHORT, EASY TO PRODUCE VIDEOS

• ANSWERS RENEWING QUESTIONS

THEMAYO CLINIC

28https://www.youtube.com/watch?v=iJ9bv7jx-Ls

• MICROSITE CONTENT

• PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS

• CHANGING THE CONVERSATION

• ANSWERS QUESTIONS

• RESTORING TRUST

McDonald’sCanada

29http://yourquestions.mcdonalds.ca/

• DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS

• AUTHORITATIVE

• FREQUENT

• TRUSTWORTHY CONTENT WITH INCREASING NEED

Jon Loomer

30http://www.jonloomer.com/

PERSONAL EXAMPLES

I LOVE MINNESOTASPORTS

• SELF-CREATED JUNE LAST YEAR

• FACEBOOK FIRST• ACTIVE COMMUNITY

• SHARED PASSION & PURPOSE• SENSE OF PLACE

• CURATION & CONVERSATION

SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN

GOKART’S CURATED E-MAIL

LAB NOTES• WEEKLY CURATED E-MAIL

• FOR CURRENT & POTENTIAL CLIENTS• SCANNABLE

• NEW BIZ DRIVER• CURATION & CONVERSATION

OUR VOICE HELPS TELL LARGER STORY

AUTHORITATIVE CURATION

“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

PAUL FEINERCONTENT STRATEGIST

@PaFein

Thank you.

WE GROW BUSINESSES Dream big. Implement Small. Invent now.

Bet the garden, not the farm.