Taking the "Boring" Out of Content Marketing

Taking the Zzzzzzz
out of Content Marketing
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• The creation (and curation) of relevant and
valuable content
• Not selling; focus on making buyer more
intelligent/enlightened.
• Why use it? Because it works.
Source: Content Marketing Institute
What is content marketing?

• My product/service is too dull to be
interesting.
- Electrical connector manufacturer
• Angle: Interesting fact. They are designed to
work in extreme conditions. (The connectors,
not the manufacturers.) I.e. Underwater, in
the desert.
Case Study #1

• Blog Post: 10 things that shouldn’t work underwater,
but do.
– Includes a video of a car that doubles as a submarine, and
pogo sticks, guns and babies.
– Their live connectors were also displayed in a fish tank
without the fish being electrocuted.
Content Solution

• I don’t have time/access to interesting
content, especially photos.
- Construction consultancy
• Angle: Curate existing content.
• Shocking collection of photos called ‘Idiots on
Ladders’ by the Ladder Association.
Case Study #2

• Why it works: People doing
stupid things on ladders is very
interesting.
• Share (curate) content via
Twitter and Facebook, engaging
followers and attracting new
leads.
Content Solution

• My product/service is too complicated to be fun.
- Industrial fan company
• At Social Media Marketing 2013, Doug Kessler
presented two businesses, both selling industrial
sized fans, but with very different strategies.
• Angle: Listen to your customers. How do they
explain your product? What makes it stand out to
them?
Case Study #3

“Big Ass Fans”
• A customer exclaimed “Wow, that’s a big ass fan.”
It stuck.
Content Solution

Create exciting ‘shareable’ content

• Blog + guest blog post
• Video (Interview,
demo, animation)
• Presentation
(SlideShare or Prezi)
• Infographic
• Interview (Customer,
in-house/third-party
expert)
• White paper/report
• Webinar
• Microsite
• Print article (They still
exist!)
• Event
• Survey or contest
• Others? (e-newsletter,
checklist…)
Types of shareable content

Blog Post

1. Use compelling statistics or facts – e.g. 7% of Twitter users
aren’t human
2. Make it interesting – e.g. 10 inventions that shouldn’t work
under water, but do
3. Make it easy – e.g. 5 things you didn’t know about Bluetooth
4. Make it topical – e.g. What
today’s Bluetooth launch means
for you
5. Optimise it – e.g. The beginner’s
guide to low energy products
Writing a great blog title

Business: Sculpting/Stone Carving
• What about stone carving might you find interesting?
– Examples: How to carve stone, why it’s a better/different
alternative to wood, 10 most famous stone carvings in the
world...
• Remember to make sure it’s interesting, optimised or
topical, or make it easy for the reader.
Now let’s try it!

Video

Cisco Champion Teren B. (@SomeClown) asks Dave Evans, Cisco Chief Futurist "How will the
Internet Of Everything help us manage our health?" Watch Dave's answer and read his blog:
http://cs.co/jlbYTk7k.
Great videos are often:
1. Short (less than 1 minute long)
2. Personal / real
3. Genuinely interesting
4. Branded
5. Include a call to action
Creating a great video

Business: Author, YA fantasy novel
• Think of a subject that our author could create a
short video about.
– Examples: Introduction to stories, characters, set the
scene; crowdfunding video…
• What will make it interesting and personal /genuine
– and what will the call to action be?
Let’s try it!

Presentation

1. Use a great cover image
2. Focus on a narrow topic (not broad)
3. Optimise your presentation notes (for SEO)
4. Re-format your slides to tell the whole story
5. Use more slides, say less on each
6. Embed links - SlideShare links are clickable
7. Upload to SlideShare in the morning - better chance of
hitting the homepage
8. Use humour…
Creating a great presentation

Company: Legal Copywriting
• What is an interesting, yet narrow topic that a
legal copywriter could make a presentation on?
• Examples: 8/10 lawyers say content marketing is a key
referral source; How lawyers can benefit from
outsourcing their copywriting.
• Keep in mind, who is your audience? What
information they find useful/valuable?
Let’s try it!

Infographics

• Infographics tell a story thorough the use of
statistics, process, history of…
• Seed them onto blogs and across Twitter,
LinkedIn, Pinterest and other networks.
Create shareable infographics

Business: Lingerie shop
• Think of an infographic concept that would
capture the imagination of your target market?
– Examples: Comfortable and sexy lingerie (that women
actually love to wear!), How lingerie has changed over
the ages (you might be surprised!)…
• What kind of information would you display –
and how?
Let’s try it!

Webinar

• 1-hour long
• 4 participants: host, 2 guest speakers, sponsor
speaker
• Try to avoid presentations (esp. ppt)
• Engage with audience (Q&A)
• Make recording available afterwards (‘listen
again’)
Run a great webinar

Business: Homemade gifts made easy
• What webinar topic could homemade gifts
produce with at least one industry leading expert?
• Examples: How to create an at-home Easter
extravaganza (with guest Miss Sueflay)…
• Remember to keep it short (1 hour) and ensure
you’re engaging with your audience, taking
questions, etc.
Let’s try it!

• Deliver relevant, consistent and valuable content and consumers will
reward you with their loyal business.
• No topic is too boring. Dig a little deeper. Ie. 10 things that shouldn’t
work underwater, but do.
• The internet has everything you need. Use existing content if it
makes sense for your brand ie. Idiots on Ladders (Give credit!)
• Listen to your customers. Present your business how they want/like
to see it. “Big Ass Fans.”
• Mix it up. There are lots of different kinds of content (blogs, video,
infographics, webinars,…) Find those relevant for your business and
start exploring.
Summary

We specialise in content marketing and lead generation
for businesses that think they’re boring.
If that’s you, please get in touch for an informal chat.
stef@oursocialtimes.com
+44 (0)845 463 1435
www.oursocialtimes.com

Taking the "Boring" Out of Content Marketing

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Taking the "Boring" Out of Content Marketing