Content Marketing - how you can review your business to ensure that your content strategy fits with the needs of your business and your audience.
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1. A Z of CONTENT MARKETING B is for Businessmcm2, Nantwich,
Cheshire - www.mcm2.co.uk Confidential mcm2
2. This is the 2nd in a 26 long series of presentations
hopefully it will give you a good breakdown of contentmarketing.If
you missed A is for Audience, then you can of coursefind it pretty
easily on slideshare.The idea is to give people a really good view
of contentmarketing, how it works, how to do it, and probably
themost important to everyone what the benefit is for
yourbusiness.We know that done well, content marketing cangenerate
high quality leads, traffic and business, over anextended
period.The trouble is that done badly, it can be an allconsuming
waste of time.We all need to know how to do more great
contentmarketing, and less rubbish. Confidential mcm2
3. So B is for Business. AudienceYour customers, a wild
andwonderful bunch, are made up ofunique individuals, and so is
yourbusiness. Business Confidential mcm2
4. So, how to we get the two to Audiencework together? We need
tounderstand our own businessso that we can communicatewith our
audience, withoutmaking us faceless and boring. Business
Confidential mcm2
5. Its really important if we are going to make Sue in content
marketing work, that we retain our Sales, loves Nanci individual
personalities, that we are not just Griffith a faceless business.
No one loves a faceless business. Dave inaccounts wears womens We
need to retain our individuality, to clothes retain our
personality. People buy from people and in the end that is why we
are doing content marketing to sell stuff Pete likes transformers
Confidential mcm2
6. Remember your Content Strategy sits here. What they What you
need to need to tell know people Business Audience What you What
they want to tell want to people hear Confidential mcm2
7. Your Content Strategy sits here. What theyYour strategy sits
where the needs and wants of your What you need to need to
needsbusiness overlap the tell know and wants of your people
audience. Business Audience We discussed you Audience What the What
they want to tellin the first presentation, the want to next step
is to talk about people hear the business Confidential mcm2
8. Your Content Strategy sits here. What they If what you are
doing is not What you need to firmly based on what your need to
tell know business needs and wants people to tell people, then it
Business Audience cannot serve any long term What you purpose.
Marketing that is What they not based on what the want to tell want
to business needs is marketing people hear toss! Confidential
mcm2
9. Your Content Strategy sits here. But to recap just in case
you dont want to look at the other presentation -If What they what
you are doing is not What you based on what the need to need to
tell audience wants to know people hear, then what is the Business
point? Audience TheyWhat you wont engage, they What they wont
listen and they wont want to tell bother to buy from you. want to
people Why should they? hear There is no emotional engagement
Confidential mcm2
10. So, since B is for Business, lets talk about that.We go
through a simple process to work outwhat to do Who are we? What do
we stand for? What makes us different? How do we explain ourselves?
What do we want to talk about? What do we have to talk about? What
are we excited by? Confidential mcm2
11. Who are we? Who do we stand for? What makes usHow do we
explain different? ourselvesWhat do we What do we havewant to talk
to talk about? about? What are we excited about? Confidential
mcm2
12. Who are we? what are the Name what do people call us facts
of our business? Brands what are they? Products so what are we
actually selling? And what are the reasons toWhat do we actually
want people believe in our products to do, and how do they do it.
Sofactually how to people interface with us? Where are we? And so
what is our main language? Products what do How long have we
beenthey actually do? (not established are we a well as obvious as
it established brand, or a start up sounds where are we in our
lifecycle? Where can I get all the data and technical information
about my products and brands Confidential mcm2
13. What is our company culture? Who do we stand for? as aWhat
are our brand values, and which of company an organisation these is
our drop dead value. So what what are our public values would we go
up against the wall to protect? and what are our real values, the
ones that sitWhat is the emotional response beneath the surface? we
want our audience to experience? What is the emotional response we
want our employees to experience when they work for us?
Confidential mcm2
14. What is the one line statement We are XXYY and we do.?How
do we explain ourselves? What is our thirty second handshake?
YouThree key elements meet someone at a party and they ask you what
your company does? So what do to this. you say? Explain your
company in under 30 seconds? What is our 3 minute presentation? You
have to stand up in front of 400 people and present your company in
3 minutes, what would you say? Confidential mcm2
15. Our market what is going Safety issues? How to use our
products? on?Specification of our products? Company information
Warranties? What do we have to talk about? What is mandatory so
what do our customers actually need to know? Confidential mcm2
16. Ok, given a free reign, now is the time to get a bit
creative. What do we want to tell the audience, what do we want to
make them feel? Create a mind map and brainstorm everything that
you could talk about? What can you own? What areas of the market
are yours to discuss?What do wewant to talk about? Confidential
mcm2
17. There is nothing worse than creating boring content. If you
are bored, then so will your audience be, and youdont want that.
Obviously not everyones product range is as exciting as everyone
elses, but still we are far better finding the things that excite
us. So is there something about your company that really excites
you? Is Dave in accounts really excited about the figures? Is Pete
on the factory line obsessive about the size of his nuts? Does Val
in marketing love pay per click? Does Gwen the MD spend her
weekends mountain biking? So, either they should be the ones doing
the content for you, or are there ways to turn what people are
interested in into content you can use, through comparisons,
metaphors, or direct links? What are we excited about? Confidential
mcm2
18. Who are we? Who do we stand for? What makes usHow do we
explain different? ourselvesWhat do we What do we havewant to talk
to talk about? about? So, take all this information and start to
produce a view of what your company wants What are we excited to
talk about, and needs to about? talk about and how you can actually
use that to create engagement with your audience. Confidential
mcm2
19. Once you have a view of yourcompany and your audience you
can start to formulate your strategy. You start to look at what you
are going to do to engage your audience.If you dont look at your
business then it is highly likely that your strategy will not
really do anything, it will the a greatexample of marketing toss,
done for your own sake, not that of your business. Confidential
mcm2
20. Your strategy has to sit here, so it has to serve your
business and your audience. What they What you need to need to tell
know people Business Audience What you What they want to tell want
to people hear Confidential mcm2
21. Remember; If you always do what youvealways done you will
always get what youve always got. Unless things change. The world
of marketing haschanged and we need to change with it. Confidential
mcm2
22. If you want to find out more about how we believe content
marketing can help, and how it should be done, visit our blog on
www.mcm2.co.uk/blog.We would really like to know what you think, so
email us on [email protected] We also have a quick test to see how
good your content strategy is at - http://www.mcm2.co.uk/test
Confidential mcm2