Pontus Staunstrup @PStaunstrup
Content Marketing Monsters
5
You Want To Avoid
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These are the slides from a presentation I did recently. I’ve added explanatory comments where I felt it was needed.
Hope you enjoy my monsters!
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”NotGettingItZilla”
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”NotGettingItZilla” doesn’t really get what content marketing is. But he knows it’s popular, so he wants to be a part of it. This is content marketing according to him:
But content marketing is this:
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Content that’s relevant and useful to your target audience.
The purpose is to create awareness, attract potential customers and increase sales through helping them solve problems or see new possibilities.
Sometimes it’s about inspiring or challenging them.
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Source: Rand Fishkin, MOZ
And he doesn’t really get how it works either. Rand Fishkin could be talking about him:
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This is how content marketing really works (still according to Rand):
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”No Distribution Mummy”
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The ”NoDistributionMummy” thinks it’s enough to post content. But ”If you build it, they will come” only works for Kevin Costner in Field of Dreams.
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Distribution is key
Joe Pulizzi said it best. ”First, build an audience, then monetize it”.
And in order to do that, you need to distribute your content via search, social, earned and paid media (like native advertising)
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Think converged media, just like Altimeter Group suggests:
Convergence in practice
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Paid Earned Owned
Earned Owned
TargetsGoals
Message
TargetsGoals
Message
TargetsGoals
MessageOwned
Depending on the target audience, you will use it in different ways
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Digital content
Own site (SEO)
Social media- ownNewsletters
Industry/Partner sites
Apps
Paid– native (SEM)Social media - others
Forums
The idea is to always get your content distributed as much as possible:
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Funnelstein’s Monster
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This scary character believes in the funnel and sees everyone as a lead. He learnt it all from his aunt, Aida:
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I think Ben Chestnut, the founder of Mailchimp, has a much better idea - Flip the funnel:
Problem/Opportunity
Gathering
Evaluation
Purchase
Experience
Lojalty
Ambassador
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Instead of using funnels, chart your customers purchase process:
Problem/Opportunity
Gathering
Evaluation
Purchase
Experience
Lojalty
Ambassador
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SearchSocialPaid/Earned
ResearchIndustry discussionsPeers
BenchmarkingMeetings
PriceTrust
UX
ServiceInspire
Develop
DeliveryReliabilityContract
PositionReliabilityChange
AttentionNewsSuccess stories
White papersInfographicsE-books
Tech guidesFilmCase
Customer storiesThought leadershipProduct news
B2B
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”NoData-tronic” from outer space
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”NoData-tronic” is like this guy. He refuses to use data:
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Paid media data Social data Website data
There is an abundance of data we can collect and analyze in content marketing
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• Reach – Awareness
• Usage: Seen, listened, downloaded• Shares: social and links • Activity: Subscribe, fill out form• Converting: Sales, Lead generation• Rank: SERP
• Content efficiency
Data is also necessary when setting KPIs for content marketing
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King ”Too Much Content” Kong
Don’t listen to him!
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He’s the monster that came up with ”Content is King”, and he believes that if we just produce a flood of content everything will be fine.
He doesn’t understand that content marketing is about quality, not quantity.
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Most of all, you need to work with distribution, unless you want your content to disappear in this:
Infographic from Qmee
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Digital content
Own site (SEO)
Social media- ownNewsletters
Industry/Partner sites
Apps
Paid– native (SEM)Social media - others
Forums
Again, it’s about this:
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TextMicro
content
Graphics Video
Q&AAudio
One interview
And this. Efficient content creation
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Instead of monsters, we need heroes
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Sherlock and Watson would be great at content marketing
• They would begin with a strategy• Get buy-in from management • Work patiently to get results• Be creative and couragious• And make a great team
Well, obviously Watson would handle the getting buy-in and being patient part…
Questions, thoughts?
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