@googledave
Content marketing explained

@googledave@googledave

@googledave Be genuine, Be sincere,
Be authentic

@googledave

@googledave
Or…

@googledave 1. Satisfied with what
one is or has; not wanting more or anything else.

@googledave Company – Employer brand
and what it ‘feels’ like Candidate – Meaningful, two way persona connections Culture – Your people with passionate behaviours Community – Attract, engage (build) and convert Commitment – Passion, dedication, time & effort

@googledave “Strategy without tactics is
the slowest route to victory, tactics without strategy is the nose to defeat” SUN TZU The Art of war @googledave

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@googledave
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@googledave “A Brand is not
what YOU say its is… it’s what THEY say it is”

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@googledave We believe in challenging
the status quo and doing things differently Apple - WHY? Our Products are beautifully designed and easy to use Apple - HOW? We make Great Computers etc Apple - WHAT?

@googledave@googledave

@googledave …wants to evolve the
way the world moves …connect millions of people in real life all over the world, through a community marketplace – so that you can Belong Anywhere …we save money for a better everyday life …inspire and nurture the human spirit – one person, one cup and one neighborhood at a time

@googledave …wants to evolve the
way the world moves …connect millions of people in real life all over the world, through a community marketplace – so that you can Belong Anywhere UBER AIRBNB …we save money for a better everyday life IKEA …inspire and nurture the human spirit – one person, one cup and one neighborhood at a time STARBUCKS

@googledave “Personas are archetypes that
describe the various goals and observed behavior patterns among your potential users and customers ”

@googledave

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@googledave PERSONA PAIN & PLEASURE
Exercise

@googledave Think WHAT DO THEY
WORRY ABOUT AT NIGHT? WHAT ARE THER FUTURE CHALLANGES? WHAT DO THEY GET FRUSTRATED WITH? HOW ARE THEY MEASURED? WHAT MAKES THEM SUCCESSFUL? WHAT WOULD MAKE THEIR LIFE EASIER?

@googledave

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@googledave ACCELERATED AUDIENCES What would
a ,marketer do…. BUY THEM IN! and there ahs never been a better time….. Its only get to get more expensive • Email data • LinkedIn followers on company page • Twitter – consider buying handles (footy accumlator story) • Facebook darkposts @googledave

@googledave Expertise WE KNOW WHOYOUARE
Social Ad’s Flexible to persona

@googledave@googledave

@googledave · It’s a marriage,
not a one night stand · Humans are at the other end · Tailor your approach to the influencer · Listen and learn · Make friends before you need them

@googledave@googledave@googledave

@googledave
Your SUSPECTS

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#intalent
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Set up New situation Progress
Climax Complications Final push Aftermath @googledave

@googledave@googledave

@googledave
BULLSHI
T!
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@googledave
WHAT’S YOUR STORY?
Exercise

@googledave Think DISCUSS AND SHARE
YOUR STORIES SHARE COMPANY LEGENDS? TELL YOUR PEOPLES TALES?

@googledave@googledave

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@googledave Ethos Pathos Credibility -
Trust Logos Consistency - Logic Emotions - Imagination

@googledave

@googledave Persona has a problem
but is not aware of the solution SEE Has a problem and is researching the solutions THINK Aware of your solution, convince them! DO They’re a customer encourage to buy and share more DELIGHT

@googledave #RecruitIn @googledave HAPPY FEARSAD
ANGER ANTICIPATIO N @googledave

@googledave@googledave

@googledave

@googledave 1. Industry Pain Points
2. Common Customer Q’s 3. Trending Industry Topics 4. Brand Stories 5. Research & Analysis 6. Outside of industry into your world 7. Industry News & Trends @googledave

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@googledave@googledave • Think like investigative
journalists • Ask the audience, spot trends • Create links with you PR teams • Hot topic ‘whats app’ group

@bryan_phc
#AskPh
@googledave

@bryan_phc #AskPh @googledave COKE BOTTLES
WITH NAMES @googledave

@googledave FULL SCREEN “SHOT ON
IPHONE 6” PHOTO @googledave

@googledave@googledave

@googledave@googledave • High quality and
relevant over time • Educational, how to posts… • History and future of posts… • Educational posts, guides… • Create multiple posts to cascade • Create content ‘hubs’ and linkable assets

@googledave CONTENT CASCADES… make life
easier and provide scale Webinar Youtube video Podcast Transcribed content Blogs Slideshare deck Speaking at Events… Community response – feeds content evolution Nationwide infographic graduate and influencer interviews – turned into content) Series of blogs and visual assets about them Keeps the original content idea/concept ‘alive’ @googledave

@googledave

@googledave Ask the audience Live
Chat Google Analytics ‘in site search’ Google suggestion tool Google insights – spot upward trends Keyword research – Persona topics through the funnel

@googledave Events in your business
Events in your sectors Seasonal trends in your personas world Seasonal events Films, TV shows

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@googledave United learning should EMPOWER
INSPIRE RECOGNISE (BE) LOCAL

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@googledave
CONTENT IDEAS
Exercise

@googledave GIVE VALUE & ALWAYS
BE HELPING MAGNIFICNANT 7 THEMES DIFFFERENT CONTENT ASSETS EMPATHY AND EMOTION WHATS HOT AND ALSO THINK FUTURE PERSONALISE CONTENT AND MESSAGE EVERGREEN CONTENT CREATIVE OUTREACH CONTENT CASCADES Think

@googledave
…OhS%&t!Howdowedoit

@googledave SEE THINK DO DELIGHT
Type of content

@googledave SEE THINK DO DELIGHT
Length of strategy Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

@googledave SEE THINK DO DELIGHT
Determine Objective Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH

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@googledave
Insurance story -
newsjackingk

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@googledave • Disappointment by design
• Engineering disaffection… Picture of balloon that’s popping kids balloon, @googledave

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@googledave Silver and Bronze medalists….
Image…. @googledave

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@googledave Carl W. Buehner @googledave
“People may not remember what you did or said, but they will always remember how you made them feel”

Thank you.
@googledave
googledave@ph-creative.com
@googledave