#AAIToolkit slides, 25th October 2016

1. Karen Hesse
@256media, karen@256media.ie
We Need to Talk about
CONTENT

2. WHAT’S
THE
DIFFERENCE
?

3. WHAT’S
THE
DIFFERENCE
?

4. And a pitch ain’t one of them
I GOT 99
PROBLEMS

5. WHAT IS
CONTENT
MARKETING?

6. a meaningless term invented by
bullshit artists to add gravitas to
mundane marketing activities.
Bob Hoffman, Ad Contrarian

7. Is content marketing
A load of bolloxs
The emergence of content marketing as a separate
discipline has distracted marketers from their real
jobs of communicating with customers and
selling stuff
Mark Ritson 11.10.2016

8. THE DEFINITION:
Content marketing is the strategic creation
and sharing of content assets to acquire
and retain customers.

9. Is that loud
Enough soilder

10. THE DIFFERENCE…
ADVERTISING
“I’M A GREAT LOVER”
“I’M LOOKING FOR A GREAT
LOVER AND I THINK IT’S YOU”
CONTENT MARKETING

11. CONTENT MARKETING IS NOT NEW

13. 2005Pope John-Paul 2005

14. Vatican 2013

15. Generation Selfie

16. Plus this happened…
THEY ARE
BLOCKING
Our Ads ; (

17. GENERATION C

18. GOOGLE VALUES CONTENT SO CONTENT IS CURRENCY

20. HE WHO SHOUTS
LOUDEST NO
LONGER WINS

21. Just because you spend more and have
a higher share of voice doesn’t mean
you’re the most effective. It’s about
engaging content and personalisation.”
Margaret Jobling, Director of Brand Marketing, British Gas

22. ARE WE AT A
CONTENT
TIPPING POINT?

23. 5% of the total content produced generated
90% of the consumer engagement. 19 out of
20 pieces of content marketing have little if
any impact.
BECKON

24. Brands will spend an estimated €1bn
on content marketing across Europe
in 2016. This is projected to rise to
€2.12bn by 2020.
Beckon

25. THE INTERNET
A BRILLIANT
PLACE TO HIDE
CONTENT

26. ARE YOU
WAVING…ARE
YOU DROWNING?

27. HOW MANY
PUBLISHERS IN
THE ROOM?

28. EVERY BUSINESS
IS IN 2 BUSINESSES
1. BIZ YOUR IN
2. BIZ OF PUBLISHING

29. ACCIDENTAL PUBLISHER
MEASURE
MENT?
CAMPAIGN
FOCUSED
SILOED
TEAMS
NOT
ALIGNED
TO
BUSINESS
GOALS
NO
WRITTEN
STRATEGY
CONTENT
PRODUCED
AD HOC/

30. 6 Ps of Publishing
PERFORMPROMOTE
PLAN/
PAGINATEPROCESSPEOPLEPURPOSE

31. PURPOSE
CREATE A LIKE-MINDED AUDIENCE
HAVE SOUL
YOUR PRODUCT IS NOT YOUR
PURPOSE

32. EDITORIAL MISSION STATEMENT
A commitment to visual
genius, investment in
storytelling that puts women
at the centre of the culture,
and a selective, optimistic
editorial eye.”

33. Understanding The Value Exchange and Your Tone of Voice
UNDERSTAND THE VALUE EXCHANGE
+ TONE OF VOICE

34. PEOPLE
1.YOUR AUDIENCE
2.YOUR TEAM

35. PEOPLE
READER IS MOST IMPORTANT
USE TGI, FACEBOOK, FOCUS
GROUPS, ONE TO ONE
INTERVIEWS

36. We were very advertising-led and
very brand centric. We always talked
about ourselves, not about the role
for the customer.
Ruben Arnold, Senior VP Marketing and CX

37. PEOPLE
BUILD PERSONAs
Fictional characters
WANTS, NEEDS, FEARS
Makemypersona.com

38. TAKE YOUR CONTENT
SERIOUSLY

39. PROCESS
SILO – I = SLO
SIT TEAM TOGETHER
AVOID CONTENT BY COMMITTEE
USE DEADLINE AS KPI
DEFAULT FROM NO TO YES

40. PROCESS
WEEKLY CONFERENCE
ALL KEY STAKEHOLDERS
AGILE
ALWAYS ON DEADLINE

41. CHANGE THE RULES FOR SIGN-OFF

42. PLAN/PAGINATE
ALIGN TO PERSONAS
DIFFERENT
FORMATS/LENGTHS

43. USE THE INVERTED PYRAMID TO PLAN
BIG
ROCK
EVERGREEN
Check search on your site
for inspiration. What
questions are you sales
people being asked
Use big rock to make a
major point/awareness/
Own a space
Main Static URL content
increase rank and
conversions/SEO.
Sprint to gain impact.
CORE
Hygiene items you
have to have.
Long-form/detailed
Updatable/Start here
Big campaigns, surveys, ebooks,
content you can carve other
content from
Plan quarterly or bi-annually
Regular blog content aligned
to what reader wants/
sharing brand knowledge in
a helpful way
FREE DOWNLOAD:
CREATING YOUR
FIRST BIG ROCK

44. 10-12
0
20%
30%
50%
CREATE TOPLINE PLAN
CONTENT MONTH 1-3 4-6 7-9 10-12
EVERGREEN 50% 45% 40% 0
CORE 20% 25% 20% 20%
BIG ROCK 0% 0% 0% 30%
AMPLIFICATION 30% 35% 40% 50%

45. DETAILED WRITTEN PLAN
FREE DOWNLOAD:
CONTENT CALENDAR

46. USE THE INVERTED PYRAMID
TO MAP CONTENT ALONG BUYER JOURNEY
CONVERT
AWARENESS
Use Buzzumo and keyword
planner for research
INTEREST
Attract readers with your
useful content What are
people searching for. Give
answers
Case studies/videos/testimonials/
comparison charts
Blogs/infographics
FREE DOWNLOAD:
100 TYPES OF CONTENT

47. 4 Questions
Q1 Who is this for? PERSONAS
Q2. How do I want them to feel? SENTIMENT
Q3. What do I want them to do? CTA
Q4. How will I know it worked? METRICS

48. FOCUS ON QUALITY
GENERATING MORE CONTENT
IS NOT A KPI

49. Content production is expensive
so don’t blow your budget by
sloppy planning and sign-off.
Don’t buy a blog for €50!

50. CREATE ONCE PUBLISH EVERYWHERE

52. PROMOTE
PROMOTE
1.RINGFENCE BUDGET
2.CONSIDER AT START OF
PROCESS
3. RENTED, OWNED, EARNED,
PAID

53. 10-12
0
20%
30%
50%
TRACK PERFORMANCE
CONTENT BASE MONTH 1 MONTH 2 MONTH 3
RANK 5 5 4 2
VISITS 5,000 5600 6000 8500
Engagement 0% 2% 3% 6%
CPA €9.95 €8.50 €6.50 €4.50
FREE DOWNLOAD:
DIGITAL MARKETING
TEMPLATE

54. QUICK RECAP

55. HOW MANY
PUBLISHERS IN
THE ROOM?

56. Karen Hesse
@256media, karen@256media.ie
THANK YOU