Mike McGrail - OTE London - Without Content, We are Nothing

Without Content, we are NothingMike McGrail

@mike_mcgrail

Content marketing is nothing new…

So why all the fuss?

We have the tools

A need to stand-out

Search is key

What makes great content?

Inspire people

Be helpful

Make them feel something

Spark conversation

What makes bad content?

Bad content is content that achieves nothing for your business.

If it’s achieving nothing for your business, it’s likely it’s achieving nothing for your customers

Nothing

What can we talk about?

Heritage and history

Your team

Your processes

Your customers

Content planning

Customer Profiling Exercise

As a customer of…. The Great Outdoors Clothing Company

I want to… wear your product while climbing

So I can… push myself further

Map out content across…

• Themes• Days, weeks and months• Platforms - blog, video, Facebook, Twitter

etc etc etc• Author – who is responsible?

Remember to assess your needs as an overall business.

The power of reactive content

525 million impressions 38,000 re-tweets

Is my content performing?

• Google Analytics is your best friend• What are people reading and acting on?• Ask your audience what they want• Focus on the wins• What platforms are generating the most

traffic and action?• Remember to use ‘goals’• Beware the threat of stagnation!

What’s the future of content marketing?

• All businesses will be publishers• Consumers will expect more• But they’ll also contribute more• Purchase trigger-points will be wider• Re-active will continue to grow• We’ll all have jetpacks, hover boards and

wear stupid glasses with computers built in…

Thanks for listening! Give yourselves a clap…

If you liked it, please tweet me! - @mike_mcgrail