HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING

Paul Feiner | @PaFein

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7 OUT OF 10 BUSINESSESARE PRODUCING MORE CONTENT

THIS YEAR THAN LAST.

http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

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BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN CONTENT MARKETING...

CONSUMERS CHANGE FASTER THAN BRANDS ADAPT

1 billion+

1 Billion+

240m

280m2013 MEDIA USAGE

WHERE CONSUMERS AREWHERE BRANDS HAVE EXPERTISE

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SO MANY DIFFERENT TOOLS & PLATFORMS...

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DIFFERENT SCREENS FOR EVERY CONTEXT

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AND A RAPIDLY CHANGING DECISION PROCESS

Picture from : “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com

Traditional 3-step Mental Model Average purchase decision now requires 10+ sources

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IT’S NO WONDER SO MANY BRANDS STRUGGLE TO

PRODUCE CONTENT AUDIENCES VALUE.

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it’s a lot to think through.it’s a lot to think through.

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BUT 7 OUT OF 10 MARKETERSWILL PRODUCE MORE CONTENT

THIS YEAR THAN LAST.

http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends

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WHY?WHY?

“Content marketing is perhaps alone in its

ability to be a successful endeavor at

every phase of the customer lifecycle.”

-JAY BAER-JAY BAER

http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/

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BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG?

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CONSUMERS & PLATFORMS WILLFILTER YOU OUT

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CONSUMERS’CONSUMERS’

YOU’LL WASTE

TIMEYOURSYOURS

BUDGET MEDIAMEDIA

PRODUCTIONPRODUCTION

RISKS

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BUT THE BIGGEST RISK IS...

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YOU WON’T BUILD TRUST.YOU WON’T BUILD TRUST.

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TRUST WITH TRUST WITH

STAKEHOLDERS

CONSUMERS

ALGORITHMS

STAKEHOLDERS

CONSUMERS

ALGORITHMS

[ ] [ ]

“The most important question in marketing is..."

“Do they trust me enough to believe my promises?”

“Without that, you have nothing.”

-Seth Godin-Seth Godin

http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html

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WAYS TO SIMPLIFYCONTEXT AND CREATE

CONTENT THAT BUILDS TRUST

WAYS TO SIMPLIFYCONTEXT AND CREATE

CONTENT THAT BUILDS TRUST

On Content Marketing

“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

- Jim Cuene- Jim Cuene

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DEFINE A CLEAR & VALUED AUDIENCETHAT SHARES YOUR PURPOSE.

A WISE CREATIVE FILTER

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• USE FACEBOOK GRAPH SEARCH TO BEGIN PROFILING AUDIENCE

• HELP THAT AUDIENCE

• MN SEARCH MARKETERS LIKE...

• CONTRARIAN THINKING

• GLADWELL + VONNEGUT

• LOCAL & INDEPENDENT

• BEER

• MUSIC

• SATIRE

• The ONION + JON STEWART

BUILDAUDIENCESEGMENTS

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WHAT CONTENT SHOULD YOU CREATE?

CONTENT YOU

CAN DELIVER

RIGHTAUDIENCEVALUES

HASBUSINESS PURPOSE

IgnoredPoor ROI

Can’tProduce

This*

*Assumes content is search-optimized and ties back to business purpose.

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AWARENESSAWARENESS RESEARCHRESEARCH PERSUADEPERSUADE BUYBUY REFERRALREFERRAL

OUR GOALOUR GOAL

FILL CONTENT GAPS FOR YOUR AUDIENCE’S DECISION JOURNEYPersona Type

CUSTOMER GOALCUSTOMER GOAL

CONTENT CONSUMEDCONTENT CONSUMED

WHERE / HOWWHERE / HOW

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EXAMPLES FROM THE WILD

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• YOUTUBE CONTENT FOR SPECIFIC HEALTH ISSUES

• PERSUADES RESEARCHER

• TRUSTED AUTHORITY

• SHORT, EASY TO PRODUCE VIDEOS

• ANSWERS RENEWING QUESTIONS

THEMAYO CLINIC

28https://www.youtube.com/watch?v=iJ9bv7jx-Ls

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• MICROSITE CONTENT

• PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS

• CHANGING THE CONVERSATION

• ANSWERS QUESTIONS

• RESTORING TRUST

McDonald’sCanada

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http://yourquestions.mcdonalds.ca/

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• DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS

• AUTHORITATIVE

• FREQUENT

• TRUSTWORTHY CONTENT WITH INCREASING NEED

Jon Loomer

30http://www.jonloomer.com/

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PERSONAL EXAMPLES

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I LOVE MINNESOTASPORTS

• SELF-CREATED JUNE LAST

YEAR

• FACEBOOK FIRST

• ACTIVE COMMUNITY

• SHARED PASSION & PURPOSE

• SENSE OF PLACE

• CURATION & CONVERSATION

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SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN

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GOKART’S CURATED E-MAIL

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LAB NOTES

• WEEKLY CURATED E-MAIL

• FOR CURRENT & POTENTIAL CLIENTS

• SCANNABLE

• NEW BIZ DRIVER

• CURATION & CONVERSATION

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QUICK

OUR VOICE HELPS TELL LARGER STORY

AUTHORITATIVE CURATION

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“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

“It's just marketing.

1. Have a clear brand purpose.

2. Find a clearly defined audience that cares as much as the brand does.

3. Tell great stories

4. Tell them where they'll matter most.”

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PAUL FEINERCONTENT STRATEGIST @PaFein

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Thank you.

WE GROW BUSINESSES Dream big. Implement Small. Invent now.

Bet the garden, not the farm.

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