'Doing a Taylor Swift' and 5 other content strategies I learned from pop | Catherine Toole | Sticky Content | Festival of Marketing

•

1 gostou•1,906 visualizações

If you’re going to do content marketing well, you really need to find your editorial niche. That one thing you can sing about, that really resonates with your audience. In the case of American popstrel Taylor Swift, her chosen content niche of sharing embarrassing dating stories has seen her soar to #3 in the Forbes music rich list. And surprising though it might seem, you can apply a very similar technique to marketing B2B financial services. So if you’re curious as to what will.i.am has to teach us about content curation or how Calvin Harris could inspire your content plan, view this one-off gig from Econsultancy’s content strategy trainer and Sticky Content chairman Catherine Toole.

Apresentações e oratória

and 5 other content strategies
I learned from pop
‘Doing a Taylor Swift’
@StickyContent
@catherinetoole
@FestofMarketing
#FOM14

ISO 9000 audit
So, you’ve heard an ISO audit is in your near future
and you want to know what you can do to get ready?
One of the best ways you can prepare for an audit is
to learn the language your auditor will be using.

wine clubs
Money back guarantee
Get ALL your money back
if you don’t love the
wines, the service of
anything else, so there’s
nothing to lose.

Case study courtesy of www.contentverve.com
Control:
Insights and experience from 4 years of research and
over 350 A/B tests distilled into one 26-page free
ebook
Treatment:
Read the book in just 25 minutes and get Insights
from 4 years of research and over 350 A/B tests

https://www.facebook.com/U2
One of the tracks is so reminiscent
of With or Without You that I’m
surprised Bono didn’t sue himself
“
“

Should I install an outdoor swimming pool?

Should I install an outdoor swimming pool?
Blog and video
• 211,000 page views
• 2500 inbound links from
top 8 articles
• $2m sales

Hey. Got 4 minutes to spare?
it’s clear that information mobility is the most important business trend
don’t worry. We’ll get you up to speed. And all it takes is 4 minutes
Download this free ebook and start improving your business today.

Top pop points
Empathise: make an emotional connection
Know your niche
Invite, curate and work those formats
Get to the chorus…
Take risks
Title well

For a free copy of our ebook ‘40 clever ways to build
your business case for content’ visit:
www.stickycontent.com/fom
Complete our State of digital content survey to win a
Sticky Content audit
emailus@stickycontent.com
+44 (0) 207 963 7070
@StickyContent
@catherinetoole

Mais conteúdo relacionado

Destaque

Men V/S Women

mariasinha81

Do you ever get that sinking feeling in your gut when you see terms, hashtags, or acronyms on social media and you have no clue what they could possibly mean? I’m talking, like, couldn’t even venture a guess? Do you find yourself shouting, “kids these days! with their hashtags and their ‘cool-kid’ lingo...” and as you trail off you end up just feeling exceptionally old? Don’t worry. It happens to the best of us. LoginRadius is here for you, and we can help. We cover 12 social media slang words that you should probably know by now, but if for whatever reason (zero judgement here), you don’t, we break them down for you. We cover some basic ones to warm you up, like btw, b4, and b/c, and then dive right into deconstructing FOMO, WCW, MCM, and more. And besides being full of useful hashtag and facebook phrase translations, it’s also a super quick (and clicky) read.

12 Social Media Slang Words You Should Probably Know

LoginRadius

Successful panhandling is a lot like content marketing; it's reaching a jaded audience in a saturated market by finding a message that jumps out and moves you to action. This presentation looks at tactics and quotes taken from interviews with panhandlers and street performers and see what we can learn to make our content as effective as their cardboard signs. This presentation was given at Content Jam 2013 http://www.http://contentjam.com/

16 things that Panhandlers can teach us about Content Marketing

Brad Farris

Using Color to Convey Data in Charts

ZingChart

Tweet Tweet Tweet Twitter

Jimmy Jay

Email and tomorrow

Louis Richardson

Social media today moves at a mind-blowing pace. As soon as we feel like we’ve gotten the hang of one thing, something new flies onto the radar. It’s tough to keep up with it all. For example, it’s likely you’ve heard of hashtags. Suddenly, they’ve become part of our everyday lives, but many of us don’t truly understand how to use them. Never fear! In this #Hashtag 101 infographic, our adorable friend the hashbot has fun teaching exactly what you need to know about optimizing the usage of hashtags for business.

Hashtag 101 - All You Need to Know About Hashtags

Modicum

Cubicle Ninjas' Code of Honor

Cubicle Ninjas

How would you like to come across during a presentation? Check all that apply — Lazy? Safe? Unimaginative? A rule-follower? If you use a bullet slide, you are checking all those boxes. That's what bullets on a slide sub-consciously say about you. "But," I hear you say, "That's what the template made me do…" or "I had to get these points across, bullets are the best way." See more at http://makeapowerfulpoint.com/2012/03/18/the-non-bullet-bullet-slide/ ‎

The no bullet bullet slide

Gavin McMahon

Need a little help to inspire your team? Whether it's your office, your youth group, your classroom, your executive staff or just for yourself - Fun Team Building is here to help. We're providing you with 52 inspirational, and motivational quotes to help you get through the year. Everyday can be a challenge, but you can get through it. When you're looking for a few words to help inspire you, check back to see what we're featuring for this week. And feel free to share with us, your favorite motivational quote - we'll share it with the rest of our audience and team!

Weekly Inspirational Quotes by Fun Team Building

Fun Team Building

Effective Use of Icons & Images

UIEpreviews

The Do's and Don'ts of Presentations

Cubicle Ninjas

Amazing First Slide Picture Templates

Abhishek Shah

FontShop - Typography

Poppy Young

Destaque (14)

Men V/S Women

12 Social Media Slang Words You Should Probably Know

16 things that Panhandlers can teach us about Content Marketing

Using Color to Convey Data in Charts

Tweet Tweet Tweet Twitter

Email and tomorrow

Hashtag 101 - All You Need to Know About Hashtags

Cubicle Ninjas' Code of Honor

The no bullet bullet slide

Weekly Inspirational Quotes by Fun Team Building

Effective Use of Icons & Images

The Do's and Don'ts of Presentations

Amazing First Slide Picture Templates

FontShop - Typography

Mais de Sticky Content

For those of you that remember long British winters playing Cluedo by the fire, this particular murder is at the hands of Colonel Ego, in the boardroom, with the job title. And it’s your content that just got shot down. About the author: Catherine Toole is founder and non-executive director of Sticky Content Ltd (part of the Press Association). She delivered a speech called ‘Stakeholder says no! How to get better content signed off & live’ at #TFM16.

Some stakeholders haven’t a cluedo about content. Deal with them.

Sticky Content

What does it mean to lead content in a big business? There’s a gulf of difference between being a content producer and a content strategist. So, what kinds of things mark someone out as a truly great content leader, and, more importantly, is there someone in your organisation who fits the bill? This presentation from managing editor at Sticky Content, Amy Nicholson, runs through the 7 behaviours that mark out a truly great content strategist, together with some tips for taking content seriously in your own business. Great content strategists are: 1. Networkers – creating and maintaining a strong content presence means being able to get the best from the skills, knowledge and resources within your wider team. They need to make friends in high places, low places and everywhere in between. 2. Diplomats – you can’t run content without being able to persuade people to go your way, whether that’s because you need them to sign off an idea or grant you the budget you need. Great content strategists know how to work their audience. 3. Big-picture thinkers – because content is everything, big-picture thinking is essential. How else can you see how a strategy hangs together without seeing the overall goals? 4. Details-focused – small details can mean big wins, so a great strategist knows the role and purpose of every word 5. Creative – you can’t get content cut-through without a unique voice, but… 6. Data-minded – if you’re not comfortable mashing data sets together, how will you ever know if anything you’re doing is fulfilling its goal? 7. Relentless – content never sleeps. The work’s never done, you just learn a bit more about what to do next.

7 behaviours of brilliant content leaders

Sticky Content

Content marketing - 7 steps to heaven | Amy Nicholson | Sticky Content | Mark...

Sticky Content

Content got you in a panic? Don’t know where to start, or facing challenging questions about ROI? If you need to take a good hard look at what your content is actually doing for your business, view this presentation! Amy Nicholson – managing editor at Sticky Content, part of the Press Association – will walk you through the 7 things you need to get straight before you get started on the path to content success. Packed with editorial tips, you’ll learn how to sketch personas, come up with ideas that will engage and convert and get everything out on time with a stakeholder-proof workflow. Whatever your content challenge, find out how to solve it with these 7 steps to content marketing heaven.

Make your content marketing meaningful | Sticky Content | Amy Nicholson

Sticky Content

What stands in the way of cross-platform, proactive, genuinely client-centric content? Why, people of course. A recent Sticky Content survey uncovered the huge waste of content which never gets published – in 15% of organisations, nearly half of everything written! Marketing professionals cite 'chasing feedback' as the biggest barrier to getting content live and a third claim senior management has the biggest negative impact on content quality. Over two thirds claimed their organisation lacked a clear direction and content strategy. If you recognise these issues, then this presentation is for you. Sticky Content founder Catherine Toole has been helping b2b brands big and small grow their culture for content for nearly 2 decades. Given at the B2B Marketing Conference in November, this presentation will: • share secrets of how companies transform content production to ensure they get seen and shared every day • give tips and case studies to inspire action in your own organisation that can start tomorrow • demonstrate how an always-on content for culture can be achieved even with limited resource, complex subject matter and difficult stakeholders... To find out more information about Sticky Content visit www.stickycontent.com or emailus@stickycontent.com

Corporate culture shock! How to get stick-in-the-mud stakeholders to embrace ...

Sticky Content

The best way to absorb best practice is to experience it in action. In this presentation, you’ll take a whistlestop tour of 37 B2B landing pages (good and bad). See who’s making the best first impression on their customers and prospects and what tips and tricks you can take away to use tomorrow. Led by popular speaker and Sticky Content founder Catherine Toole, this presentation will: • Inspire you go back to work and punch up your landing pages • Trigger some ideas for new ways to engage with prospects • Give you plenty of good examples to share internally • Identify some key writing techniques you could use to your advantage • Give you a benchmark against which to audit your own pages • Trigger ideas as to how to present dull content in a more impactful way • Make you chuckle – with some B2B examples played for laughs You can also register for an extended webinar version on 16 July at 3pm here: http://www.b2bmarketing.net/events/webinar-happy-landings-%E2%80%93-how-you-can-write-brilliant-b2b-landing-pages-convert

Happy landings! 30 brilliant b2b landing pages, why they convert and what you...

Sticky Content

Think you’ve got content problems? Chances are, they’re actually people problems. You can devise the cleverest content strategies known to man but if your colleagues and bosses won’t buy into them, they’ll remain lost forever in PowerPoint. Come and learn the persuasion techniques used by content strategists around the world to overcome organisational inertia and: - create internal content advocacy - build a culture for content - win hearts and minds, budget and buy-in for improved content marketing - stop senior management interfering with content quality View Econsultancy’s content strategy trainer and chairman of Sticky Content's (now part of the Press Association) presentation on how to deal with the people mostly likely to mess up your content.

It’s not the content, it’s you | Catherine Toole | Sticky Content | Festival ...

Sticky Content

See Catherine Toole's recent presentation from the B2B Marketing Conference 2014: I’m sorry I haven’t a clue. Clever ways to get more from colleagues who don’t get content. You’re in b2b marketing. It’s a complex product. It’s a complex sales cycle. You’re expected to generate leads, deepen relationships and increase conversions through content. But very few people in the company ‘get’ content. They want tactical stuff. They want to go viral. They want results. But the investment isn’t there; neither is the understanding. Not to mention the dearth of resource and original ideas… But wait – there is light at the end of this tunnel (and leads to be put in your funnel). Find out how to revolutionise your internal content culture, gamify idea generation and get everyone actively behind your content strategy. Popular speaker Catherine Toole is the founder and chairman of Sticky Content, now part of the Press Association. She also leads content strategy and UX copywriting seminars for Econsultancy and at Jakob Nielsen’s Usability Weeks around the world.

I’m sorry I haven’t a clue...Clever ways to get more from colleagues who don’...

Sticky Content

Help! Letters to the content problem page Or 7 digital content crises and how to fix them Are you stuck in a content hell hole? Feeling directionless, undermined and alone? Never fear – we’re here to help! In this problem-page-inspired presentation, Sticky Content’s Amy Nicholson turns digital content agony aunt to show you how to avoid some common content pitfalls. From idea generation to content planning tips, this presentation will give you practical suggestions for things you can start doing now to make your colleagues calmer, your content better and your customers fall in love.

Help! 7 digital content crises and how to fix them | Amy Nicholson | Sticky ...

Sticky Content

We all know that content is now considered a business-critical activity. So how come good content is still so hard to squeeze out of people? Why are your stakeholders still insisting on 9 rounds of amends? Why do your product owners refuse to be user-friendly? Why has the ceo come over all editor-at-large? If you think your content problems might actually be people problems, this session has some smart ideas on how to fix that. Maybe even without them noticing. This session will give practical advice on how to: - build the business case for content strategy - streamline content sign-off - encourage good editorial habits - help people stay on brand and on message - build a content culture - manage difficult content stakeholders

Clever ways to get content out of stupid people | B2B Marketing Summit | Cath...

Sticky Content

Clever ways to get content out of stupid people b2 b marketing summit, c. too...

Sticky Content

Most digital content professionals, left to their own devices, can plan and create wonderful stuff. It’s what happens next that’s painful. Content is circulated, opinions are sought, amendments are many, and the result? The monstrous beast that is content by committee… This is our fault. We’re letting people weaken our content marketing by ignoring the cultural aspects of content strategy. Systems and guidelines might be set up, but they’re no use if they’re not being followed. And senior management are the worst offenders, according to our report on the state of digital copywriting. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s content strategy trainer and chairman of Sticky Content, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.

'Stakeholder says no': How to get content signed off. | Catherine Toole | The...

Sticky Content

In our brave new content-led world, ideas are hard currency. But generating a steady stream of inspiration that can be transformed into effective, shareable social content can be very, very hard work. Many of us simply don’t have enough ideas to fulfil our social media strategies. Or at least, not enough original, interesting and appropriate ideas. This session is all about what to do when your ideas tank is running on empty...

Think like a journo, act like a spy. How to get great content ideas out of pe...

Sticky Content

Over 50 per cent of content professionals feel forced to create content on demand, in response to business needs, according to a recent Sticky Content survey, while 30 per cent say their content plan is usually hijacked. If content is part of your remit but a combination of culture and hierarchy is affecting your ability to improve quality and effectiveness, this session is for you. By Econsultancy’s Content Strategy trainer and Sticky Content ceo, Catherine Toole.

Content strategy by stealth (how to improve content when people, politics and...

Sticky Content

Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content ceo, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.

Frankencontent: clever ways to manage your stakeholders and avoid the horror ...

Sticky Content

Kings don't have a great history. They get overthrown. Beheaded. Or die on the toilet clutching a burger. Planning and delivering strategic, targeted, on-brand content customers love isn't easy. You don't inherit that kingdom overnight. You have to conquer it battle by battle. So what are the key kingmaker behaviours? Are there tricks to ruling your content, subduing stakeholders and securing prosperity for all? Using practical examples and stories, Sticky Content’s Catherine Toole shares the crown jewels of content tactics.

Content is king (so don't let it die on the toilet) | Catherine Toole's speec...

Sticky Content

B2B Marketing Summit, 18 June 2013: Content marketing gurus too often focus on glamorous or quirky B2C examples. Lovely to look at, but not much help if you’re producing content about industrial air conditioning units, with numerous unenlightened stakeholders offering editorial advice. Catherine Toole suggests 5 key activities which support high-quality B2B content marketing. And nobody need volunteer to bungee jump off a space station.

Unsexy, compliant and boring? The 5 missed opportunities of B2B content marke...

Sticky Content

Developing an editorial mindset in a non-editorial business

Sticky Content

Mais de Sticky Content (18)