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@basvandenbeld
Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com
How to create the right content at the right time to the right audience
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Speaking, Consulting, Publishing, Training
The Inbounder, Valencia, 2016
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HOW TO CREATE THE RIGHT CONTENT AT THE RIGHT TIME TO THE RIGHT AUDIENCE
BAS VAN DEN BELD
#theinbounder Ponencia en inglés - Ponte los
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The New Hope?
We have a problem
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On WordPress alone, there’s over 2 million blog posts published every single day. That’s 83,000 blog posts an hour.
Source: https://wordpress.com/activity/posting/
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Every second, on average, around 6,000 tweets are tweeted on Twitter, which corresponds to over 350,000 tweets sent per minute or 500 million tweets per day
Source: http://www.internetlivestats.com/twitter-statistics/
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There are about 4.75 billion Facebook Updates every day
Source: Facebook
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Google has indexed 45 trillion pages in April 2016…
Source: http://www.worldwidewebsize.com/
@basvandenbeldh"p://www.worldwidewebsize.com/
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And most of it… …is rubbish…
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For marketers this means…
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Attention is a currency
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The marketer’s solution?
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And then
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More content
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But we want to stand out!
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So we create…
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“Different content”
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Only 30% of marketers rated their content marketing efforts as effective
Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs
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In 2013/2014, the volume of content produced per brand increased by 78%, but the engagement decreased by 60%
Source: http://trackmaven.com/resources/the-content-marketing-paradox-report/
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Content Marketing is not about publishing everything we know
The real solution?
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The New Hope?
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Relevant content when and where it matters
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Help your audience find the answer to their problems
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The difference between helping and selling is only 2 letters
Jay Baer - Youtility
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Look beyond the obvious
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Content creation should be about Anticipation
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How?
•This is a mindset!
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Understand the (changing) landscape
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How?
•Follow industry blogs •Follow what is said on social •Read books! •Talk to people around you! •Test!
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Understand your goals
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How?
•Brainstorm them out! •Talk to colleagues •Talk to clients
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Understand relevancy
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How?
•Get to know those you are targeting
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The wrong assumption is that someone starts at 0. Wrong, everyone has preconceptions
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http://std.al/netflixaddictive
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How?
•Research social media •Find questions •Research your e-mail! •Track behaviour
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Understand perspective
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How?
•Talk to customers •Get others involved •Never assume!
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Understand steps people take
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We are focusing our efforts here
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Now you can create and market content
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Choose your Content types wisely
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Shareable content Thought leadership content
Educational content Product contentBranding content
Persuasive content
E-books
Social content
Webinars
Press releases
Branded videos
Fact sheets
Speaking
Reviews
Checklists
Network ing
Demo's
Ratings
Price guide
Endorsements
Events
Trend reports
Infograp hics
Reports
Quotes
Expert content
Slide shares
Guest blogs
How to guides
Interviews
Emails
Event information
Lunches
Case studies
Outreach
Sales conversatio
ns
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Each piece of content has to have its own goal(s)
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Content to win their trust
Thought leadership content
Educational content
Branding content
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Content to make them come back
Thought leadership content
Educational content
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Content to make them talk
Thought leadership content
Branding content
Persuasive content
Shareable content
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Content to make them convert
Product content
Branding content
Persuasive content
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Getting there
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Plan it out (example)AudienceType
Targetaudience
Theirgoals
Yourgoals
TheNextBestClick
Whatphasesaretheyin
ContentType Content
Seekers Describe Findcontent
Makethemjoiners Signup Unaware
Thoughtleadershipcontent
Guestblog
Joiners Describe Hearfromyou
Gettheminterestedinsomething
else
ReadanotherarFcle
Aware EducaFonalcontent Webinars
Sharers Describe Lookgood Havethemshare
Sharebu"ons
Aware/Unaware
Shareablecontent
Socialcontent
Buyers Describe Getwhattheywant
Makethembuy Pay Researching Product
contentBrandedvideo
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Make sure things works together
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The right gear
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Connect the dots…
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New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”
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I tweet, share, and write about this stuff. Get regular updates by subscribing here: http://std.al/
Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beldwww.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld
New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse
50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”
