Content Marketing Succes: Turn stakeholders into allies, not pitfalls

SOCIAL MEDIA

DAY TWEETS

#SMDAYBE

PITFALLS TO AVOID IN CONTENT STRATEGY

That’s me!

@Koen_Verbrugge

HOPE YOU LIKE CONTENT?

Because that’s what we talk about today, me too.

@Koen_Verbrugge#SMDAYBE

DON’T WE ALL?

Social media marketing

Content marketing

Search engine marketing

STARTED DOING STARTED EARNING INDEPENDENT

THAT’S HOW MANY GOT STARTED

Did you run a Proof Of Concept/Campaign? How was your briefing?

NOT

SHARING

INFORMATION

& how they got

slowed down?

NOT SHARING

RESOURCES

& how they got

slowed down?

TOPIC

NO TOPIC

Slowed down, but

overrequested/unfocussed?

NO TOPIC

NOT SO SEXY

anymore

Isn’t the new toy asking

for a whole lot of work?

MONEY

NO MONEY

Why are we doing this

anyway?

Prioriteiten

NO PROJECT

PRIORITY

Let’s just keep it alive,

Comatized is a good idea.

THAT’S HOW MANY

GOT STUCK

1. Expectations are wrong

1. Content is just a check on the list. Just deliver and shut up.

2. You should save the world, with a keyboard & a connection.

Just don’t underdeliver.

2. Scope is vanity

1. Awareness, preference, leads, what is your goal?

2. What’s ‘the’ public? Who is important?

3. Data not understood

1. Investments are luxury / Needed after proven

2. No leverage to involve other silo’s, just talk about them

THAT’S HOW MANY

GOT STUCK

They like the idea of content,

…not the change that comes with

doing it effectively.

THAT’S WHAT WE ARE

TALKING ABOUT:

1. Avoiding pitfalls by selling as tool withpurpose, not a todo

2. 4 key points to be aware of whenworking in/with companies

3. A small 25 minute session withhighlights to take with you

4. This meant to make you aware & pro-active,

5. Use this information to evaluate yourmethod on both new and existingprojects

6. Q&A will happen by Twitter: @Koen_Verbrugge

Not talking about these:

Frequently Used Content Killers

1. Low engagement

2. Inconsistent messages

3. Wrong content types

4. Unoriginal content-topics

5. Slow company reactions

6. Not enough time, budget,…

7. Keyword driven non content

8. Infrequent updates

9. No call to actions

10.Content without a purpose

Symptoms ?OR

Problems?

DIAGNOSE

YOUR PROJECT

How high did you score on the F.U.C.K.’ed-test?

Great!

Grow your strategy

• Diversify involved business units

• Diversify marketing goals

• Become a conversation company.

DIAGNOSE

YOUR PROJECT


Someone is clueless

Educate the team:

Optimize skill and/or

attitude through small

project.

DIAGNOSE

YOUR PROJECT


Your company is clueless

Problem = Persons & culture.


YOU COULD READ TOM

FISHBURNE ALL DAY

Let’s go back, back into project development

OR YOU COULD MAKE A DIFFERENCE

Breaking into silo’s

Vanity projects

Creating work building Collaboration (Skills & understanding )

CONTENT BREAKS INTO

COMPANY STRUCTURES

Build for war in times of piece:

Prepare this war from the start.

BECAUSE

NO GOALS…

NO GOALS

≠ NO EVALUATION

WE NEED TO THINK

COLLABORATIVE FROM START

(even when momentum doesn’t ask for it, yet)

CREATE FERTILE

GROUNDS

1

1. Use a greater goal endorsed

by management.

2. Sell the tool to a business unit

with their input/benefit.

3. Involve them in optimization &

worth.

4. Change is hard: make it

snacksnized & emotional

3

A lot of companies are build on silo’s competing

Kill zone

TREAT STAKEHOLDERS

AS PUBLIC, CONTENT AS TOOL

4 STEPS TO SUCCES

1. Create understandable goals

2. Get Buy-in from stakeholders

3. Measure worth

4. Don’t use only data

Everybody in your company

allready has work:

Not for you,

Not for readers,

Not for googl’ers or

facebookers.

Can you understand this?

THIS IS YOUR

PROBLEM

We’ll bring more visitors by adding share buttons

& YOU ARE HIS

PROBLEM

We’ll bring more visitors by adding share buttons

Share buttons slow the site down, lowering

conversions

THEY HAVE NOTHING

TO DO WITH THIS

THIS DISCUSSION

WILL LEAD TO THAT

We need to sell

content strategy

in engaging,

useful &

relevant

ways.

DON’T SAY…

I need content for Facebook fans.

Say ‘If we need to reach a new audience, we could use facebookas a communication channel. This will require a type of content that we’ll need to produced.

Or‘If we want to retain an existing audience, we could usefacebook as a communication channel. This will require a type of content that we’ll need to produced.

Goal = Not relevant

Always start with a

common goal

A METRIC IS A KPI IF

METRICS..

1. … echoe a strategy/organizational goal.

2. … are decided/backed by management.

3. … define contexts of teamwork

4. … are meaningful for every level

5. … are based on legitimate data

6. … are easy to understand

7. … lead to action

A METRIC IS A KPI IF

METRICS..

1. … echoe a strategy/organizational goal.

2. … are decided/backed by management.

3. … define contexts of teamwork

4. … are meaningful for every level

5. … are based on legitimate data

6. … are easy to understand

7. … lead to action


4 STEPS TO SUCCES


2. Get “Buy-In” from stakeholders

3. Measure worth




allready has work:

Serving customers,

Improving products,

Getting revenues.

Don’t give work,

Work with them


FIND GOALS OF

OTHERS

HELP THEM GROW

Reach new audiences

Grow top of mind

Differentiate your product

Convince

Retain customers

…

HELP GET EFFICIENT

Automate storytelling

Research market

Improve product/service

utility

Improve inteligence

sharing

…

TREATH THEM AS

PERSON(A)S

START ABOUT

Challenges

Experiences

Skills

Knowledge

Objectives

LOOK FOR

Hidden agenda’s

Weaknesses

Emotional history

Hangups

TAKE NOTES

Impressions

Personality traits

Sticking points

Interests & concerns

Go in depth

How big is the opportunity in seo/social &

content for relevant user needs?

BUILD YOU COMMON

MONSTERS & WEAPONS

Do we have the content/ authority to capture the

opportunity? Who is winning & why?

Which departements are involved in what way?

SURE YOU WILL FIND

SOMETHING…

CATER SOLUTIONS TO THEM AS

YOU WOULD CATER TO READERS

Identify need + appeal to person

1. Help them realise solutions

2. Collaborate on solution

3. Make it easy to convert

4. Give them something to win,

not something extra to do

Sell a solution relevant to their job , situation & personality,

it’s what content marketeers do

Nobody works for

content,

but content can work

for everybody.

If you prove efficiency

Your business

case/worth


4 STEPS TO SUCCES



3. Measure worth




allready has work:

Reading papers,

Responding to mails,

Updating projects.

Don’t give’m noise,

show them their results

WE WILL MEASURE

OUR ‘GEEK’-METRICS

Create brand awareness & loyalty, through online authority.

Build social media audiencesFor earned media & dialogue between brand & consumer.

Better conversion ratio’s on you site by influencing buying behavior & differentiatingproducts.

Boosting Google rankings & visitors, because of updated, unique

& linkable content.

Optimize Engagement’, with longer time on site,

click through, conversion & engagement rates

Reach a broad public Through different platforms

by distributed content

Revenu

&

reputatie.


THAT IS HOW WE OPTIMIZE

CONTENT MARKETING

= Creation and distribution of

relevant content that adds value to

the lives of the people it has been

crafted for.


NOT HOW WE MARKET

CONTENT MARKETING

≠SEO

≠SOCIAL MEDIA

≠ONLINE MARKETING

= Acquisition, engagement &

conversion of different segments

for specific goals. Common goals.


BUT WE WILL NOT REPORT

THOSE TO MANAGEMENT

KPI’s evaluate the business purpose

Strategy defines important KPI’s.

Metrics is what we measure daily.

We plan for business

We optimize on metrics


METRICS SERVE A

PURPOSE

Report based on purpose/personality of stakeholders

Optimization parties :

Ask yourself: which & why

Don’t share your metrics, share theirs (automaticly by GA)

Use special interest & vanity (you content/product did)

Managing parties:

Is it working,

Are their actions/solutions

C-level

Are we reaching objectives

Who is leading, where is the bottleneck

4 STEPS TO SUCCES



3. Measure worth


A BOOK THAT

HELPED ME:

ELEPHANT AND

RIDER

DIRECT THE RIDER

MOTIVATE THE

ELEPHANT

SHAPE THE PATH

MAKE A SWITCH

Direct the rider

Find what works

Script proper actions

Picture the horizon

Motivate the elephant

Find the motivating feeling

Shrink change

Grow skills

Shape the path

Tweak environment

Build habits

Rally the herd

Practice makes perfect, guidelines only speed up the process

IN CONCLUSION

LAUNCH CONTENT IN

A SUCCESFUL WAY

1. Find a greater benefit: Align your goal with the company/department goal

2. Sell the tool, not the work: Get stakeholders on board for a common goal/enemy

3. Report the worth: Report differently to different stakeholders

4. Data won’t do: Don’t only speak on data: Rationalise, motivate & shape roadmaps

Bonus: Create momentum by small wins, not big vanityprojects (they are traps)

NEED HELP?

KLUWER

OPLEIDINGEN

Social selling

2 half days for the modern B2B salesmen: fromframework to launch

DIGITAAL

PLAN

Digital strategy: Research & plan

relevancy through digital

Koen Verbrugge

[email protected]

ARTEVELDE

HOGESCHOOL

Content marketing 101

4 half days on content marketing goals, planning, doing & measuring

http://be.linkedin.com/in/koenverbrugge/

http://be.linkedin.com/in/koenverbrugge/

mailto:[email protected]?subject=Ik zag je presentatie Social selling van kluwer

mailto:[email protected]?subject=Ik zag je presentatie Social selling van kluwer

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Content Marketing Succes: Turn stakeholders into allies, not pitfalls