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How to create the right content at the right time to the right audience

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We are all creating a lot of content. But what does it really do? Is it useful? Most of it isn't.

In this talk in Valencia at The Inbounder I discuss how we are doing, what the problem is and how we should change our approach to content marketing.

Publicada em: Marketing
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How to create the right content at the right time to the right audience

  1. 1. @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 @basvandenbeld Speaking, Consulting, 
 Publishing, Training The Inbounder, Valencia, 2016
  2. 2. @basvandenbeld HOW TO CREATE THE RIGHT CONTENT AT THE RIGHT TIME TO THE RIGHT AUDIENCE BAS VAN DEN BELD #theinbounder Ponencia en inglés - Ponte los
  3. 3. @basvandenbeld
  4. 4. @basvandenbeld The New Hope?
  5. 5. We have a problem @basvandenbeld
  6. 6. @basvandenbeld
  7. 7. @basvandenbeld 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/
  8. 8. @basvandenbeld 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/
  9. 9. @basvandenbeld There are about 4.75 billion Facebook Updates every day Source: Facebook
  10. 10. @basvandenbeld Google has indexed 45 trillion pages in April 2016… Source: http://www.worldwidewebsize.com/
  11. 11. @basvandenbeldh"p://www.worldwidewebsize.com/
  12. 12. @basvandenbeld And most of it… …is rubbish…
  13. 13. @basvandenbeld
  14. 14. @basvandenbeld For marketers this means…
  15. 15. @basvandenbeld
  16. 16. @basvandenbeld
  17. 17. @basvandenbeld Attention is a currency
  18. 18. @basvandenbeld The marketer’s solution?
  19. 19. @basvandenbeld
  20. 20. @basvandenbeld And then
  21. 21. @basvandenbeld More content
  22. 22. @basvandenbeld
  23. 23. @basvandenbeld
  24. 24. @basvandenbeld But we want to stand out!
  25. 25. @basvandenbeld So we create…
  26. 26. @basvandenbeld “Different content”
  27. 27. @basvandenbeld
  28. 28. @basvandenbeld
  29. 29. @basvandenbeld Only 30% of marketers rated their content marketing efforts as effective Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs
  30. 30. @basvandenbeld 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/
  31. 31. @basvandenbeld Content Marketing is not about publishing everything we know
  32. 32. The real solution? @basvandenbeld
  33. 33. @basvandenbeld The New Hope?
  34. 34. @basvandenbeld Relevant content when and where it matters
  35. 35. @basvandenbeld Help your audience find the answer to their problems
  36. 36. @basvandenbeld The difference between helping and selling is only 2 letters Jay Baer - Youtility
  37. 37. @basvandenbeld Look beyond the obvious
  38. 38. @basvandenbeld Content creation should be about Anticipation
  39. 39. @basvandenbeld
  40. 40. @basvandenbeld
  41. 41. @basvandenbeld
  42. 42. @basvandenbeld
  43. 43. @basvandenbeld How? •This is a mindset!
  44. 44. @basvandenbeld Understand the (changing) landscape
  45. 45. @basvandenbeld
  46. 46. @basvandenbeld
  47. 47. @basvandenbeld
  48. 48. @basvandenbeld
  49. 49. @basvandenbeld
  50. 50. @basvandenbeld
  51. 51. @basvandenbeld How? •Follow industry blogs •Follow what is said on social •Read books! •Talk to people around you! •Test!
  52. 52. @basvandenbeld Understand your goals
  53. 53. @basvandenbeld
  54. 54. @basvandenbeld
  55. 55. @basvandenbeld
  56. 56. @basvandenbeld
  57. 57. @basvandenbeld
  58. 58. @basvandenbeld How? •Brainstorm them out! •Talk to colleagues •Talk to clients
  59. 59. @basvandenbeld Understand relevancy
  60. 60. @basvandenbeld
  61. 61. @basvandenbeld How? •Get to know those you are targeting
  62. 62. @basvandenbeld The wrong assumption is that someone starts at 0. Wrong, everyone has preconceptions
  63. 63. @basvandenbeld
  64. 64. @basvandenbeld
  65. 65. @basvandenbeld http://std.al/netflixaddictive
  66. 66. @basvandenbeld
  67. 67. @basvandenbeld
  68. 68. @basvandenbeld How? •Research social media •Find questions •Research your e-mail! •Track behaviour
  69. 69. @basvandenbeld
  70. 70. @basvandenbeld Understand perspective
  71. 71. @basvandenbeld
  72. 72. @basvandenbeld
  73. 73. @basvandenbeld
  74. 74. @basvandenbeld
  75. 75. @basvandenbeld How? •Talk to customers •Get others involved •Never assume!
  76. 76. @basvandenbeld Understand steps people take
  77. 77. @basvandenbeld
  78. 78. @basvandenbeld
  79. 79. @basvandenbeld We are focusing our efforts here
  80. 80. @basvandenbeld
  81. 81. @basvandenbeld
  82. 82. @basvandenbeld
  83. 83. Now you can create and market content @basvandenbeld
  84. 84. Choose your Content types wisely @basvandenbeld
  85. 85. @basvandenbeld 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 Endorsem ents 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
  86. 86. @basvandenbeld Each piece of content has to have its own goal(s)
  87. 87. @basvandenbeld Content to win their trust Thought leadership content Educational content Branding content
  88. 88. @basvandenbeld
  89. 89. @basvandenbeldhttps://www.airbnb.com/pineapple
  90. 90. @basvandenbeld
  91. 91. @basvandenbeld
  92. 92. @basvandenbeld
  93. 93. @basvandenbeld Content to make them come back Thought leadership content Educational content
  94. 94. @basvandenbeld
  95. 95. @basvandenbeld
  96. 96. @basvandenbeld Content to make them talk Thought leadership content Branding content Persuasive content Shareable content
  97. 97. @basvandenbeld
  98. 98. @basvandenbeld
  99. 99. @basvandenbeld Content to make them convert Product content Branding content Persuasive content
  100. 100. @basvandenbeld
  101. 101. @basvandenbeld
  102. 102. @basvandenbeld
  103. 103. Getting there @basvandenbeld
  104. 104. @basvandenbeld Plan it out (example) Audience Type Target audience Their goals Your goals The Next Best Click What phases are they in Content Type Content Seekers Describe Find content Make them joiners Sign up Unaware Thought leadership content Guest blog Joiners Describe Hear from you Get them interested in something else Read another arFcle Aware EducaFonal content Webinars Sharers Describe Look good Have them share Share bu"ons Aware / Unaware Shareable content Social content Buyers Describe Get what they want Make them buy Pay Researching Product content Branded video
  105. 105. @basvandenbeld Make sure things works together
  106. 106. @basvandenbeld The right gear
  107. 107. @basvandenbeld Connect the dots…
  108. 108. @basvandenbeld
  109. 109. @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”
  110. 110. @basvandenbeld 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 Beld
 www.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”

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