O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Your Marketing Golden Ticket
Your Marketing Golden Ticket
Your Marketing Golden Ticket

Vídeos do YouTube não são mais aceitos pelo SlideShare

Visualizar original no YouTube

Próximos SlideShares
What to Upload to SlideShare
What to Upload to SlideShare
Carregando em…3
×
1 de 46

Livros relacionados

Gratuito durante 30 dias do Scribd

Ver tudo

Notas

  • So….I have something special for you. I am not above bribery.

    For the two people that have the best tweets I have a very special, gourmet chocolate bar that can be all yours.
  • So, something you should know about me.
    I LOVE movies. Apparently I also like to take weird selfies at the theatre with my boyfriend.

    I also happen to LOVE content marketing. I’m a self professed content nerd and proud of it. Movies tend to work their way into my content quite frequently. Today for example.
  • So what is this golden ticket exactly?

    It’s something that everyone is chasing, a surefire way to be more successful.

    In the movie, there were people buying thousands of boxes of chocolate in hopes of getting their ticket, whereas Charlie purchased a mere few and struck gold (literally). But what does the golden ticket really symbolize? We’ll come back to that.

    In content, everyone is chasing their own golden ticket, but can you count on getting lucky? No, you have to make your own luck. And today we’re going to cover five ways to do just that.

    -----


    HAVE A MOVIE SLIDE RIGHT AFTER THE OPENING SLIDE.

    CONSIDER HAVING THE PHOTO OF OUR TEAM AND OUR SKILLS LATER ON ONCE I’VE GONE THROUGH THE PRESENTATION.

    WHAT IS THE PROBLEM – CHARLIE IS POOR, HE WANTS CHOCOLATE, WHILE PEOPLE ARE OUT BUYING THOUSANDS OF

    OPEN IT UP WITH A STORY AND DON’T FINISH IT.

    WHAT HAPPENED WITH CHARLIE – HE FOUND HIS GOLDEN TICKET BUT IT WAS WHAT HE LEARNED ALONG THE WAY AND THE FACT THAT HE MADE IT THROUGH.

    EVERYONE IS CHASING THE GOLDEN TICKET. CAN YOU COUNT ON GETTING LUCKY LIKE CHARLIE OR MILLIONS LIKE THE BRATTY GIRL? NO, YOU HAVE TO MAKE IT. WE HAVE 5 WAYS WE’RE GOING TO GO THROUGH THIS.

    FOCUSING ON THESE FIVE THINGS WILL HELP YOU MAKE YOUR OWN GOLD JUST LIKE THE GOOSE LAYING THOSE GOLDEN EGGS.

  • So this is something we can all relate to right?

    Just kidding. We know that’s not true.
  • What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • Well that’s because content marketing is HARD
  • Why is it so difficult?

    Our audience has said TOO MUCH CONTENT. And stepped away.
    They’re also becoming much more sophisticated and demanding. Sorry guys, what worked 3 years ago doesn’t work now.

    Unfortunately, teams are not being terribly strategic with their content. It’s become more of a reactive or gut driven approach.

    And because of that brans simply can’t keep up with what is needed to compete.
  • WE’RE STILL TRYING TO DO THE SAME THING EXPECTING A DIFFERENT RESULTS.

    But we’ve known for years that people are using ad blockers, making it that much more difficult to get in front of audiences.

    The amount of time people are spending reading our content has plumeted.

    And yet, the top content goal for b2b marketers is still lead gen…
  • So there is this guy, Joe Pulizzi, not sure if you’ve heard of him.

    Ok. We all know Joe. He is the freaking Godfather of Content Marketing.

    I read a story from Joe recently about a time when he was leading a content worksop. And even though these people came from a variety of different industries, they all had one thing in common: They were not happy with their marketing.

    So in the middle of listening to this group complain, Joe stopped and asked this question…is the content you create and distribute, different than anything else out there?
  • And that leaves many of us where we are today.

    The content we are creating can be found anywhere!

    Some of the biggest mistakes?

    Instead of focusing on what our audience needs, we’re drafting 3000 words about how great our products are.

    Instead of focusing on content quality or impact, we’re trying to pump out as much content as our little fingers can type.

    And, instead of testing new content types and topics with our audience, we’re risk-averse. But why?

  • MAKE THE SAME AS THE COVER.

    ADD THE GERMAN KID STUCK IN THE TUBE.

    HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
  • SEPARATE INTO THREE SEPARATE SLIDES
  • SEPARATE INTO THREE SEPARATE SLIDES
  • SEPARATE INTO THREE SEPARATE SLIDES
  • MAKE SURE THAT IT DOESN’T GERP OUT.

    OTHER TOOLS:
    BLOOMBERRY
    STORYBASE
    BUZZSUMO
  • FAILURE TO MEET CUSTOMER CONTENT NEEDS

    Ok, enough of that.

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • MAKE THE SAME AS THE COVER.

    ADD THE GERMAN KID STUCK IN THE TUBE.

    HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
  • MAKE THESE THE SOLUTION – CAN

    #2 SOLUTION: FOCUS ON THE CONTENT EXPERIENCE
  • INCLUDE A PROCESS DIAGRAM.

    REMOVE TEXT FROM THE SLIDE.

    THE STRATEGY: PUT ON THE SCREEN.

    DIAGRAM THAT SHOWS SEQUENCE OF EVENTS AND POP IN ASSETS.
  • Ok, enough of that.

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • MAKE THE SAME AS THE COVER.

    ADD THE GERMAN KID STUCK IN THE TUBE.

    HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
  • SOLUTION: GET CREATIVE

    SOLUTION: GET CREATIVE & EFFICIENT

    SOLUTION: LOOK OUTSIDE THE COOKIE –

    SOLUTION: ASK FOR HELP
  • 50% OF THE CONTENT WAS CONTRIBUTED BY THE INFLUENCERS.

    THEN WHAT? HOW MANY PAGEVIEWS, IMPRESSIONS AND SOCIAL SHARES.

    HAVE ANY OF THEM BECOME OUR CLIENTS OR OUR INFLUENCERS SINCE THEN?
  • CONTRIBUTIONS CAME FROM A COMBINATION OF TWITTER, LINKEDIN AND FACEBOOK.

  • NOT TESTING NEW CONTENT TYPES

    FEAR OF FAILURE

    NOT UNDERSTANDING WHAT CONTENT WORKS
  • MAKE THE SAME AS THE COVER.

    ADD THE GERMAN KID STUCK IN THE TUBE.

    HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
  • SOLUTION: TEST DIFFERENT CONTENT TYPES.

    PICK A NEW IMAGE FOR THIS.
  • IMAGE ON LEFT IS TOO BLURRY.

    INTERACTIVE INFOGRAPHIC.

    INCLUDE INTERACTIVE INFOGRAPHIC.

    CONTENT WAS CREATED TO PROMOTE THE SURVEY, MEDIA COVERAGE, WEBINAR, CONTRIBUTED ARTICLES, BLOG POSTS – ALL OF THOSE THINGS WERE PART OF THE MARKETING THAT DROVE PEOPLE TO DOWNLOAD THE ASSET.

    THE CONVERSION RATE IS WHAT LED THEM THERE.
  • LACK OF BRAND CREDIBILITY

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • MAKE THE SAME AS THE COVER.

    ADD THE GERMAN KID STUCK IN THE TUBE.

    HAVE THE FIVE IDEAS PAINT IN ON THE COVER.
  • SOLUTION; BUILD BRAND AUTHORITY
  • PAINT IT IS. START WITH CONTENT TOPIC OR THEME SHOWING
  • BUILD THESE IN.

    ADD INC LOGO

    PUT THE SEARCH RESULT IN THE CENTER AND THE OTHER THINGS ARE OBJECTS AROUND IT.

    ADD SOCIAL AS WELL.
  • PICTURE OF WILLY WONKA THINKING – HAVE A THOUGHT BUBBLE COMING OUT
  • What do you already have that can help you be more
  • Ok, enough of that.

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • Ok, enough of that.

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • Ok, enough of that.

    What I really want to know is: [insert question].

    You’re tired, you’re overwhelmed you are done.
  • SHARE A STORY ABOUT WHAT HAPPENS IN WILLY WONKA.

    THERE’S SOMETHING IN THE MOVIE THAT CAN BE USED –

    HAVE TO REPEAT AT THE END THE CENTRAL IDEA. THERE SHOULD BE A REFERENCE WHEN YOU CLOSE IT OUT - WHAT
  • ×