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

@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

@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

We have a problem
@basvandenbeld

@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/

@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/

@basvandenbeld
There are about 4.75 billion
Facebook Updates every day
Source: Facebook

@basvandenbeld
Google has indexed 45 trillion pages
in April 2016…
Source: http://www.worldwidewebsize.com/

@basvandenbeldh"p://www.worldwidewebsize.com/

@basvandenbeld
And most of it… …is rubbish…

@basvandenbeld
For marketers this means…

@basvandenbeld
Attention is a currency

@basvandenbeld
The marketer’s solution?

@basvandenbeld
But we want to stand out!

@basvandenbeld
So we create…

@basvandenbeld
“Different content”

@basvandenbeld
Only 30% of marketers rated their
content marketing efforts as effective
Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs

@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/

@basvandenbeld
Content Marketing is not about
publishing everything we know

The real solution?
@basvandenbeld

@basvandenbeld
Relevant content when and
where it matters

@basvandenbeld
Help your audience find the
answer to their problems

@basvandenbeld
The difference between helping and
selling is only 2 letters
Jay Baer - Youtility

@basvandenbeld
Look beyond the obvious

@basvandenbeld
Content creation should be about
Anticipation

@basvandenbeld
How?
•This is a mindset!

@basvandenbeld
Understand the (changing) landscape

@basvandenbeld
How?
•Follow industry blogs
•Follow what is said on social
•Read books!
•Talk to people around you!
•Test!

@basvandenbeld
Understand your goals

@basvandenbeld
How?
•Brainstorm them out!
•Talk to colleagues
•Talk to clients

@basvandenbeld
Understand relevancy

@basvandenbeld
How?
•Get to know those you are targeting

@basvandenbeld
The wrong assumption is that someone starts
at 0. Wrong, everyone has preconceptions

@basvandenbeld
http://std.al/netflixaddictive

@basvandenbeld
How?
•Research social media
•Find questions
•Research your e-mail!
•Track behaviour

@basvandenbeld
Understand perspective

@basvandenbeld
How?
•Talk to customers
•Get others involved
•Never assume!

@basvandenbeld
Understand steps people take

@basvandenbeld
We are focusing our
efforts here

Now you can create and market
content
@basvandenbeld

Choose your Content types
wisely
@basvandenbeld

@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

@basvandenbeld
Each piece of content has to have its
own goal(s)

@basvandenbeld
Content to win their trust
Thought leadership content
Educational content
Branding content

@basvandenbeldhttps://www.airbnb.com/pineapple

@basvandenbeld
Content to make them come back
Educational content

@basvandenbeld
Content to make them talk
Branding content
Persuasive content
Shareable content

@basvandenbeld
Content to make them convert
Product content
Branding content
Persuasive content

@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

@basvandenbeld
Make sure things works together

@basvandenbeld
Connect the dots…

@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”

@basvandenbeld
I tweet, share, and write about this stuff.  
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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”

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

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