How to Rock Content Marketing in the Age of 'Content Shock'
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Business communicators have been doing content marketing, in one way or another, since we’ve been doing marketing. But digital technologies and social media have changed the game. We’re now under pressure to produce, distribute and measure more content, more often on more platforms than ever before. Our content isn’t just vying for attention with the other guy’s white paper; it’s competing with cute kittens and screaming goats. And even though businesses are dedicating about a third of their marketing budgets to content, most of us still don’t have enough time or resources to keep up. In this presentation for the Omaha, Nebraska IABC Communicators Camp, Carmen Hill shares the latest content marketing trends, along with ideas for focusing your content strategy and standing out in the stream. Content marketing may be at the peak of the hype cycle, but it’s never too late to learn a few new tricks.
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How to Rock Content Marketing in the Age of 'Content Shock'
- 1. How to Rock Content Marketing in the Age of ‘Content Shock’ Omaha IABC Communicators Camp October 16, 2014 @carmenhill #commcamp
- 7. Holy cats! Can you say branded content’?! @carmenhill | #commcamp
- 8. “A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience—and ultimately drive profitable customer action.” ~ Content Marketing Institute What is content marketing? @carmenhill | #commcamp
- 9. Content marketing 5 years ago… Image: Randy Chiu, Creative Commons 2.0
- 10. Content marketing now Image: Randy Chiu, Creative Commons 2.0
- 11. 86% of B2B companies are using content marketing. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
- 12. 77% of B2C companies are using content marketing. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
- 13. 70% of B2B companies are creating more content than a year ago. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
- 14. 69% of B2C companies are creating more content than a year ago. @carmenhill | #commcamp 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs
- 15. 55% of B2B marketers plan to spend more on content marketing in the next 12 months. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
- 16. 59% of B2C marketers plan to spend more on content marketing in the next 12 months. 2015 B2B Content Marketing Trends—Content Marketing Institute & MarketingProfs @carmenhill | #commcamp
- 17. Gartner Digital Marketing Hype Cycle Content marketing: ascending the “Peak of Inflated Expectations” Peak of inflated expectations Plateau of productivity Trough of disillusionment Technology trigger Slope of enlightenment @carmenhill | #commcamp
- 18. Mark Schaefer Content Shock: The emerging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it. http://www.businessesgrow.com/2014/01/06/content-shock/
- 24. “While there is certainly buzzworthy content out there, some of which is even snackable, I do think content in general could be more relevant, more bite-size, and make a stronger brand impression with trending keywords and a more responsive design…”
- 26. This is not exactly new. @carmenhill | #commcamp
- 27. Doug Kessler called it back in 2013… @carmenhill | #commcamp You can find the rest of Doug’s slideshare here.
- 28. More content is not the answer • On the average website 0.5% of the content drives more than 50% of the traffic. • Studies suggest that as much as 70% of marketing content goes completely unused. • The real problem is volume and poor quality (in other words, too much crappy content). ~ Michael Brenner, “Is Content Marketing a Sustainable Marketing Strategy?” @carmenhill | #commcamp
- 29. So what are we going to do about it? @carmenhill | #commcamp
- 30. Spend more & work harder? @carmenhill | #commcamp
- 31. Spend & work smarter @carmenhill | #commcamp
- 32. Spend & work smarter • Be first • Be different • Be strategic "" @carmenhill | #commcamp
- 33. Spend & work smarter • Be first • Be different • Be strategic " @carmenhill | #commcamp
- 34. Spend & work smarter • Be first • Be different • Be strategic " @carmenhill | #commcamp
- 35. Be first Early adopters earn the advantage. @carmenhill | #commcamp
- 36. Be first In content marketing, there’s no such thing as “fashionably late.” @carmenhill | #commcamp
- 37. Early to online advertising 1994: AT&T runs the first banner ad and gets a 44% click rate! Today? It would be more like 0.1% http://mashable.com/2013/08/09/first-banner-ad/ @carmenhill | #commcamp
- 38. Early to blogging: River Pools
- 39. It takes time to build an audience. River Pools got the jump on competitors.
- 40. Early to the event ebook…
- 41. Early to mobile content #6secondscience #lowesfixinsix
- 42. “The unexpected nature of something completely new breaks through the filters. ~ Eric Wittlake @carmenhill | #commcamp
- 43. “By the time something is broadly recognized as the next great opportunity, it’s really just table stakes.” ~ Eric Wittlake @carmenhill | #commcamp
- 44. “The investor of today does not profit from yesterday's growth.” ~ Warren Buffett
- 45. Be different Stand out from the stream. @carmenhill | #commcamp
- 46. “Your content has to be fun, be funny, look great... You’ve got to stand out and aesthetics are critical.” ~ Lee Odden, Author, Optimize @carmenhill | #commcamp
- 47. Words matter (a lot), but they’re not enough • Consumers are 44% more likely to engage with brands if they post pictures than any other media. • Visual content increases impact. o Whitepaper: 8,000 views o SlideShare: 350,000+ @carmenhill | #commcamp
- 51. “One of the biggest misconceptions in B2B marketing is that you have to take yourself so seriously all the time and not have any fun.” @carmenhill | #commcamp
- 52. Funny: #shipmypants @carmenhill | #commcamp
- 53. Funny: yes, even in B2B @carmenhill | #commcamphttp://www.youtube.com/watch?v=Z1xKpm0nURk
- 54. “Even if you sell technology or toasters or apartments or apps, your story is about people.” ~ Ann Handley, Author, Content Rules and Everybody Writes @carmenhill | #commcamp
- 55. What’s your hook? Image: Chaukar, Creative Commons 2.0
- 56. Case study: Xerox ‘Get Optimistic’ Business is an act of optimism.
- 59. Be strategic F ocus. Filter. Find your edge. @carmenhill | #commcamp The essence of strategy is choosing what not to do. ~ Michael Porter
- 61. “It’s not about finding the right lure. It’s about finding the right pond.” ~ Tom Webster, Edison Research
- 62. Who does your audience listen to? Extend your reach by engaging and earning the trust of relevant influencers. Leverage 1: the action of a lever or the " mechanical advantage gained by it 2: power, effectiveness, e.g., trying to gain more political leverage ~ Merriam Webster
- 67. Fast forward… Illumina webinar: Starring Dr. Jennifer Gardy
- 68. Be awesome First. Different. Strategic. @carmenhill | #commcamp
- 69. “Your rival for online attention isn't your competition. It’s everything.” ~ Jay Baer, Author, Youtility
- 70. Not interesting Not useful Useful Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Interesting Good for social media. Bad for SEO. Good for SEO Bad for social media. @carmenhill | #commcamp
- 71. Useful and interesting Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Not interesting Not useful Useful Interesting @carmenhill | #commcamp
- 72. Credit: Andy Crestodina of Orbit Media and Content Marketing Institute Not interesting Not useful Useful Interesting Goal: 80% @carmenhill | #commcamp
- 73. Don’t be afraid to take (intelligent) risks Safe bread & bu+er Innova0ng on what works Risky 8 0 Coca Cola Company’s 70/20/10 rule @carmenhill | #commcamp
- 74. “The ones who thrive in this new world of chaos will be those who make their own rules.” Photo: Cleveland.com ~ Kevin Spacey
- 75. Tools, templates & tips to make your job easier @carmenhill | #commcamp
- 76. 6 go-to sources for tools, templates & tips Content Marketing Institute Hubspot Kapost Marketo Uberflip Copyblogger
- 77. CMI: Strategy & Planning Content Marketing Institute Website
- 78. Hubspot: templates galore Resource Library
- 79. Uberflip: 400 (!) free visuals Uberflip free visuals Resource Library
- 80. Marketo: eBooks, guides & how-tos Lean Content Marketing eBook Resource Library
- 81. Kapost: content auditor tool (& more!) Free content audit tool Resource Library
- 82. Copyblogger: 20-part course Copyblogger.com
- 84. Thank you! You can find me: @carmenhill linkedin.com/in/carmenhillpdx slideshare.net/carmenhill