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Collective101 MASTERCLASSES
Collective101MASTERCLASSES
Content Marketingwith Mark and Lisa Paton
About usCarnaby + Company is an independent network of bright, nimble and talented content professionals committed to making content for brands that will actually move the needle in meaningful and measurable ways.
www.carnabyandco.com.au
What is content marketing, anyway?
Content marketing nounA type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.
63,300,000
s e a r c h r e s u l t s i n 0 . 4 5 s e c o n d s
Story-telling, not story-selling
WHAT THEY WANT TO HEAR
WHAT YOU WANT TO SAY
It’s the ongoing conversation that BOTHyou and your customers WANT to have
“ Content marketing is like a first date. If you only talk about yourself, there won’t be a second one.”
David Beebe, Vice President, Global Creative and Content Marketing at Marriott International
Why should you care?
2M+ p e o p l e n o w
u s e a d b l o c k e r s
84%P e o p l e w h o
e x p e c t b r a n d s t o c r e a t e
c o n t e n t
2M+P e o p l e w h o n o w u s e a d
b l o c k e r s
SOURCES: HUBSPOT 2017; CONTENT MARKETING INSITITUTE; KISSMETRICS; DEMAND METRIC; ABERDEEN; RETAILING TODAY 2014: WORDSTREAM 2016; FORRESTER: HAVAS
MEANINGFUL BRANDS STUDY 2017
48% o f s m a l l e r
o r g a n i s a t i o n s h a v e a
d o c u m e n t e d s t r a t e g y
81%o f s h o p p e r s
c o n d u c t o n l i n e r e s e a r c h b e f o r e
m a k i n g p u r c h a s e s
62%l e s s c o s t s
f o r 3 x l e a d s
11.4 P i e c e s o f
c o n t e n t t h e a v e r a g e p e r s o n
c o n s u m e s b e f o r e
m a k i n g a p u r c h a s e
61% C o n s u m e r s w h o
f e e l b e t t e r a b o u t a b r a n d t h a t d e l i v e r s
c u s t o m c o n t e n t
7.8xH i g h e r g r o w t h
i n Y O Y s i t e t r a f f i c
#01. Finding your story
#collective101 @collectivehub /collectivehub
CONTENT
ECO
SYSTEM
IN STORE
WEBSITE / BLOG
SOCIAL
EDMS / MESSAGING
CONTENT ECOSYSTEM
NO STRATEGY
NO PLANNING.
NO MEASUREMENT.
How do you get from this … to this?
A U D I E N C E
B R A N D
C H A N N E L S + F O R M A T S
D I S T R I B U T I O N &
A M P L F I C A T I O N
P U R P O S E
P L A N N I N G
P R O D U C T I O N
S T O R I E S
M A P P I N G
L I S T E N & L E A R N
A little bit art. A little bit science.
Why it’s not about being all things to all people …
Acknowledge their diversity. Find what binds them.From passions to pain points.
Plot vs. StoryWhat do you want your content
to make these people …
…think? …feel? …do?
Self-intensification
(loosely, you are what you share) – because we all like to look good
by sharing new and credible ideas
Frisson
(the potency of ‘surprise & delight’), for example, Red Bull-
style thrills and spills
Emotion
(the more you can evoke in a short space of time, the better) –
happy, sad, passionate, provocative … but never passive
Relevance
(AKA affinity), which isn’t just about topicality –rather it is rooted in the
longer-lasting feelings of ‘warmth’, ‘respect’ or ‘deep appreciation’
Moments that matterKey pillars of content 'share-ability'
In other wordsTell me a good story about something I don’t know - as long as it’s something that I care about. That’s what I will remember (and share).
SOURCES: BRENT COKER, Going Viral: The 9 Secrets of Irresistible Marketing
55%o f g l o b a l o n l i n e
c o n s u m e r s r e p o r t e d w i l l i n g n e s s t o s p e n d
m o r e o n p r o d u c t s a n d s e r v i c e s p r o v i d e d b y c o m p a n i e s t h a t a r e
c o m m i t t e d t o p o s i t i v e s o c i a l a n d
e n v i r o n m e n t a l i m p a c t .
SOURCES: NIELSEN; NEWSCRED
Are you on a mission?
INSIGHTS
STORIES
FORMATS
OPTIMISED & TAILORED FOR CHANNEL & DEVICE
DISTRIBUTION
ARTICLES VIDEOSMICRO
CONTENTGALLERIES EVENTS
INFO
GRAPHICSPODCASTS INTERACTIVE
WEBSITE SOCIAL PRINT EVENTSPARTNER /
INFLUENCERINSTORE
Do go chasing waterfalls!
Form & function?
I N F O G R A P H I C S
A R E L I K E D A N D S H A R E D
O N S O C I A L 3 X
M O R E
A B L O G G I V E S Y O U A 4 3 4 % B E T T E R
C H A N C E O F B E I N G
R A N K E D H I G H L Y F O R
S E A R C H
A R T I C L E S W I T H I M A G E S O N C E E V E R Y
7 5 - 1 0 0 W O R D S D O U B L E S O C I A L S H A R E S
A U S T R A L I A I S T H E 4 T H
L A R G E S T C O N S U M E R
O F P O D C A S T S I N T H E W O R L D
T O P - R AT E D P O S T S A R E
U S U A L LY O V E R 2 0 0 0
W O R D S
5 6 %O F A L L
V I D E O S * A R E L E S S T H A N 2
M I N S L O N G
Owned distribution platforms
Experiential
SocialApps
Messaging apps
Website
PAID EARNEDOWNED
The POEM approach
INFLUENCERS
YOUR STORY
NATIVE
APPS
EVENTS
ALTERNATE CHANNELS
E.G. SPOTIFY
3rdPARTY
SEARCHOTHER SOCIAL
EDMS
One voice.
Multiple conversations.
The importance of amplification
Go where the people are
SOURCE: frankmedia.com.au
Channels of choice?
4 B N
D O W N L O A D S O F
M E S S E N G E R
A P P S
SOURCES: FACEBOOK, AUSTRALIAN SENSIS REPORT, PEW RESEARCH CENTRE, INSTAGRAM; SOCIAL MEDIA EXAMINER 2015; EMARKETER 2015
B 2 BC O N T E N T
C O N S U M P T I O N
U P 2 1 % I N 2 0 1 6
3 . 2 5 B N G L O B A L
V I E W S ( p / m )
# I N S TA N T N E W S
5 3 % O F S N A P C H AT U S E R S A R E U N D E R 2 5
F O R
‘ H U N T E R S & C O L L E C T O R S ’
P R E M I U M
TA C T I L E V A L U E
9 5 M +
3 8 % M O R E L I K E S F O R
F A C E S
2 B N
U S E R S G L O B A L LY
Aiming for the inbox
Customers read emails at random all day long (83%).When they're bored (50%), in bed (35%), in a meeting (21%), even in the bathroom (22%)*.
No ‘magic tricks’ when it comes to email; it’s all about relevance:• Send me something of value.• At the right time.• About the right topic.• Based on what suits ME – not the sender!
RIGHT CONTENT RIGHT TARGET RIGHT TIME
*SOURCE: Adestra 2017 Consumer Digital Usage & Behavior Study
SOURCES: HUBSPOT; MASHABLE 2015; RETAILING TODAY
How important is SEO?
Google gets
over 100BN
searches a month
“While it’s difficult for search engines to determine whether content provides ‘value’, ultimately that’s the only thing that matters for human readers.”Jayson DeMers, AudienceBloom
HERO
HUB
HELP
Disruptive, emotive content targeted to a wider audience. Intended to create an immediate and lasting impression. Designed for impact and instant affinity.
Informative and engaging content for an audience already familiar with the brand. Reminds them what you stand for. Designed to build the bridge of trust.
Continuous content program delivering actionable solutions. Educational, high utility content with an evergreen element relating to search terms (think tips/tutorials/how-tos). Designed to affirm customer choice and drive brand advocacy.
Mapping stories to stages
METRIC TYPES SPECIFIC METRICS
Reach Website, social and content channels reach
Visibility Search & relevance
Engagement Page, post and video views time spent, likes, comments & bounce rates
Loyalty Repeat website visits, open rates, engagement ratios
Advocacy Page, post and video shares. Brand and profile mentions and links. UGC, reviews. Influencer engagement
Response Link clicks, subscriptions
Channel ROI Investment and metrics roll up for channel ROI and prioritisation
Format ROI Investment and metrics roll up format ROI and prioritisation
Lead generation Sales, enquiries, subscriptions
Measure what matters
Test & learn tool kit
Take advantage of the vast array of tools that exist (often free) to assist with all elements of content marketing from:
• Social listening• Audience profiling /
persona building• Content creation and
optimisation• Workflow planning and
calendars• KPI development• Performance measurement
#collective101 @collectivehub /collectivehub
#02. Content in action
OLD MEETS NEWMICHELIN GUIDESStar guides produced since the early 1900s remain a classic example of content marketing.
REINVENTIONLEGO IDEASRebuilt by a colourfully connected (and passionate) community.
INNOVATIONGE’S LIGHT BULB MOMENTSMaking tech human.
THOUGHT LEADERSHIPBY ASSOCIATIONBrands as educators …
EXPERIENCESFANTASTIC STORIESPushing boundaries.
INSPIRATIONSTYLE AND SUBSTANCEThe ultimate lifestyle edit.
EMOTIVEUNICEFSimple, but impactful …https://www.youtube.com/watch?v=APWyeCuvk5Q
#03. Finding your story
#collective101 @collectivehub /collectivehub
Not all content is created equal …
https://www.youtube.com/watch?v=ZUG9qYTJMsI
The Z.E.R.O. Manifesto
The Z.E.R.O. manifesto holds that in a perfect world, the optimal media budget would be zero.
Invest what you can – in terms of time, if not money.
$0
So what do you want to spend?
#08Don’t forget the powerhouse in
your pocket
#07Simply speak
human
#03Find friends
with influence
#04
Encourage feedback
(UGC)
#01Go green! Refresh,
re-use, recycle!
#06Join a wider conversation
#02Employees as
advocates
Smart hacks for small business
#05Buddy up
DO:
#1 Be prepared to invest your time
#2 Be committed and consistent
#3 Be continually curious –test and learn
#4 Be an expert – and share something of genuine value
#6 Be responsive (especially to pain points)
#7 Be collaborative
DON'T:
#1 Put product before purpose
#2 Become a 'me-too' brand
#3 Bother with blindfold targeting
#4 Create a customer servicebattleground
#5 Try to be everything to everyone
#6 Fail to deliver on your promises
Simple dos and don’ts
#04. So, what's your story?
#collective101 @collectivehub /collectivehub
“People don’t want to buy a quarter-inch drill –
they want a quarter-inch hole.”
Theodore Levitt
PURPOSE
“Efforts and courage are nothing without purpose
and direction.”
John F Kennedy
PLANNING
“Most of all I would measure this. Will they miss you
when you’re gone?”
Seth Godin
POINT OF DIFFERENCE
“’Tis a lesson you should heed: Try, try, try again. If at first you don’t
succeed, Try, try, try again.”
William Edward Hickson
PRODUCTION
TOP READS
The Power of Pull by John Hagel
Understanding Mediaby Marshall McLuhan
Marketing 4.0 by Philip Kotler
Experiences – The 7th Era of Marketing by Robert Rose
Competing against Luck by Clayton M Christensen
Recommended reading (and viewing):
TOP RESOURCES
Hubspot hubspot.com
Content Marketing Institute CMI.com
Content Marketing Association the-CMA.com
Newscred newscred.com
Contently contently.com
Marketing Profs marketingprofs.com
QUESTIONQUESTIONS
[email protected]@carnabyandco.com.au
#collective101 @collectivehub /collectivehub
