In today’s connected, Googled, social world, there is a reality; more content will be created today than existed in entirety before 2003. The simple fact is we have limited time and attention spans. You need to create killer content that will get your target market to engage. While the attention economy is an important consideration when creating content you should not just be attempting to get attention but be turning your content into the talking point in your industry. It should make connections, drive interest, get shared and create advocates. Session will look at: Understanding the the good, the bad and the other crap - how to create content that gets cut through. Techniques to find insights that will delight Build a strategy and tactics for your content What it takes to become a content king Using the right content to nudge the buyer down the funnel

1. Discover what good content looks like
Joe Edwards – Digital & Social Planner
@brandjoe
linkedin.com/in/brandjoe

2. Hello!
• Digital & Social Planner at OTM
• www.otmcreate.com
• @brandjoe
• Working on a new content marketing
tool to help marketers

3. Quick show of hands

4. What I hope to cover off
• Understanding the good, the bad and the other stuff
• How to create content that cuts through
• Techniques to find insight
• Build a strategy and tactics for your content
• What it takes to become a content king
• Using the right content to nudge the buyer down the funnel

5. We Now Live In Post Digital Age
We share With MORE
MORE MORE quickly
content people
From
MORE We’re all
MORE
often digital
sources

6. Content is on the up!
“ “
Every two days now we create as much
information as we did from the dawn of
civilization up until 2003
That’s something like 250,000 years of DVD-quality video

8. Same old, same old
• Everyone is doing the same old
thing
• There’s plenty of churn
• If you can manage to overcome the
resource problem
• You quickly move onto the next
problem
• Delivering quality
• Getting cut through

9. Good B2B content is hard to find
• What do I mean by good?
• Marketing focus on the Job title
• Marketing focus on the vertical
• Guess what?!?!?

10. This way of thinking is never going
to get you out of the churn

11. How to become a content king
• DON’T become a content king
• Become a CAUSE king
• And do whatever it takes to
help your audience’s cause

12. How to become a CAUSE king
• Don’t create segments
• Find your personas

13. Personas
• Build personas because you’ll get closer to the people
• It will give you someone to aim for specifically
– Name
– Age
– Interests inside and outside of the office
– Who do they influence?
– Who influences them?
– What are their pain points?
– Where are they in the buying process?
• This will help find the CAUSE to back

14. Go out and find them
Attitudes
Triggers
Pain Points
Hot Topics
Influencers
(and who to Where
recruit)
Who Competition
Share of the
Demographics
conversation

15. The listening workflow
The listening workflow
Start Middle End
• Finding your
community
Look for trends or
• Building personas
Keywords common
• Find influencers
conversations
• Discover triggers
• Pain points

16. Finding good examples of B2B content
• Hunting high and low
• It’s not been easy
• Conclusion

17. Your content makes me sick!

18. How did that make you feel?

19. Anger

20. Disgust

21. Fear

22. A few more to get you thinking
• Emotions drive sharing
• Sharing drives a
deeper understanding
and action
• Actions drive
preference
• Preference drives
decisions

23. Where are the B2B examples?
• They are hard to find
• In B2B we’re going to have to take a leap of faith

24. Bad Stationery

25. Big Red
• Objective
– Engage an audience in a seemingly low priority and highly
commoditised product
• Pain Points
– Don’t want a service which restricts them and causes headaches
every time they want to upgrade
• Further insights
– Appealing to a 30+ year old male, audience grew up with Marvel
• Buying stage
– Considering

49. BIG RED
• Through personalisation of content we created:
– Opportunity to share
– Moments of humour

50. It’s great when your content gets consumed

51. But when it gets processed and shared there’s more benefit

52. Shared is understood
• 73% say they process information more deeply, thoroughly and thoughtfully
when they share it
• 63% more brand recall when something is interactive
Psychology of sharing New York Times 2011
Barnum and sully report 2010

53. The Psychology of Sharing
Psychology of sharing New York Times 2011

54. Motivations to Share
To bring
To get the
valuable To grow
To define word out
and and nourish Self-
ourselves to about
entertaining our fulfillment
others causes or
content to relationships
brands
others
49% say 68% share to 49% say 78% share 84% share
sharing allows give people a sharing allows information because it is a
them to inform better sense of them to inform online way to support
others of who they are others of because it lets causes or issues
products they and what they products they them stay they care
care about care about care about connected to about
and and people they
potentially potentially may not
change change otherwise stay
opinions or opinions or in touch with
encourage encourage
action action

55. 6 Personas of Sharers
• Segments are defined by:
– Emotional motivations
– Desired presentation of self
– Role of sharing in life
– Value of being first to share

56. Altruists
Alturists
• Helpful
• Reliable
• Thoughtful
• Connected
“ I sent a couple of articles on
nutrition and wellness to a
friend with health issues. She
e-mailed me to thank me; she
“
appreciated that I had been
thinking about her.

57. Careerisits
Careerists
• Valuable
• Intelligent
• Networks
“ I share [things related to]
business interests and
exchange ideas on how to
improve our company’s
“
offerings to our customers.

58. Hipsters Hipsters
• Cutting Edge
• Creative
• Identity
• Popular
• Youth
“
“ Sharing is actually part
of who I am.

59. Boomerangs
Boomerangs
• Reaction
• Validation
• Empowered
“ When I post controversial things, it
makes me look engaged and
provocative, and I want to be
perceived that way. If I don’t get a
“
response then I know I’ve missed
my mark.

60. Connectors
Connectors
• Creative
• Relaxed
• Thoughtful
• Making Plans
“ I got a deal to the bar at
the Gansevoort Hotel e-
mailed to me. I forwarded
it to a bunch of friends and
“
we turned it into a girls
night out.

61. Selectives
• Resourceful Selectives
• Careful
• Thoughtful
• Informative
“ I only share things with
someone specific if I think
they will enjoy it. If they
aren’t relevant to the “
material, there is no point
in sharing it with them.

62. Which one are you?
Alturists Careerists Hipsters Boomerangs Connectors Selectives

63. Now we know why they share | How can we influence it?

64. Influence sharing
• Appeal to customer motivation
to connect with each other –
not just with your brand
– Fractal Marketing (taking
something, changing it and
passing it on) – not just viral
• Trust is the cost of entry for
getting shared
• KISS and it gets shared and it
wont get muddled
• Appeal to their sense of humour
• Embrace a sense of urgency

65. Sharing is the beginning
• Yes I know I said it was the aim
• But lets move it on to generating conversation
Get credit
Get shared
Get shared Listen Respond for
again
responding

66. Planning

67. Content Marketing Framework

68. Making the most of your content
• Maximise reach
• Align to the buying process
• Make the most of your content

69. He finally mentioned the word whitepaper
• Getting the most from your content
• Lets look how we can re-purpose
this whitepaper

70. Maximise
reach, create a Animated infographics,
further opinion and insight
journey via talking heads and vox
pops, create a trailer
Email
Owned and 3rd data
party blogs capture
Whitepaper /
report
Presentation around the
reports and how to
action the information
within your business
Meeting Webinars
Excerpt from report with
full access after data
• Lead capture
generation
• Social
conversation Infographics
drivers
•Truncated,
Social tools
Take snippets of the
repurposed See following pages
report and tweet /
content update status, creating
interest amongst target
audience driving along
the journey

71. Homework
• The next piece of content you create
– Evoke an emotion
– Generate a conversation

72. If you need some help: Contented.ly

73. In Summary
• Understanding the the good, the bad and the other crap
– You’ve seen some great examples
• How to create content that cuts through
– Listening, personas, emotion, understanding sharing
• Build a strategy and tactics for your content
– Framework
• What it takes to become a content king
– Don’t become a CAUSE king
• Using the right content to nudge the buyer down the funnel
– Maximising content
• Contented.ly
– Will help you through the planning process - sign up TODAY!

75. Joe Edwards
joeedwards@otmcreate.com
@brandjoe

76. Image Credits
• http://www.flickr.com/photos/libertinus/5061193974/sizes/l/in/photostream/
• http://www.flickr.com/photos/zeptonn/3965712792/sizes/o/in/photostream/
• http://www.flickr.com/photos/deepblue66/132439533/sizes/z/in/photostream/
• http://www.flickr.com/photos/gaensler/5209210788/sizes/l/in/photostream/
• http://www.flickr.com/photos/blackcountrymuseums/5123015826/sizes/z/in/photostream/
• http://www.flickr.com/photos/35688656@N00/62711239/
• http://www.flickr.com/photos/cibergaita/62711239/sizes/l/in/photostream/
• http://www.flickr.com/photos/mike-burns/5095046/sizes/l/in/photostream/
• http://www.flickr.com/photos/riekhavoc/5335899675/sizes/l/in/photostream/
• http://www.flickr.com/photos/ruthtsang/7292092138/sizes/z/in/photostream/