Smarter Content for Bigger Results

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SMARTER CONTENT FOR BIGGER RESULTS

Stephen Dupont, APRJuly 2015 2015 Stephen Dupont

Jack and Tina needed a new mattress

TODAYS STORY STARTS WITH A MATTRESSSo, they Googled information about mattresses.

Percentage who search with Google, Bing and Yahoo:

B2C: 89%

B2B: 70%

The average person looks at 6 to 18 websites before purchase.

Sources: Brafton, Fleishman-Hillard, Andrew Dince, Deluxe Corporation.TODAYS STORY STARTS WITH A MATTRESS

TODAYS STORY STARTS WITH A MATTRESSAs Jack and Tina learn about what features will meet their needs, they start to chop their choices down. Uh oh, that could mean your brand.

CONTENT PLAYS A CRITICAL ROLE

By the time a customer contacts a company or stops by a retailer, theyre already 80% of the way through the sales process. CONTENT PLAYS A CRITICAL ROLE

Thats why content has to be smarter. Its doing the heavy lifting of marketing and sales.

-- Bob Burg, Author, Endless Referrals and The Go-Giver

The reason that content plays such as critical link is because people share it. They share content they trust. They share it in emails, through social media, and when theyre together.

SMART CONTENT STARTS WITH TRUST

Backyard BBQ Rule: Where we seek advice on just about everything in life from our friends and family.Source: Opinion ResearchTRUSTED CONTENT + TRUSTED RECOMMENDATIONS = SALE.

59% of people consult a friend or family member for advice about the purchase of a product or service.

Copyright 2008 Pocket HerculesWord of mouth is at the heart of this process. According to an Opinion Research study, 59% of people consult a friend or family member for advice. The reason that content plays such as critical link is because people share it. They share content they trust. They share it in emails, through social media, and when theyre together.

We share content we trust because its social currency.

A recent study from BabyCenter LLC found that 73% of mothers online trust the information they find on products and brands through online communities focused on their interests.

Source: BazaarVoice.com

People share content that looks trustworthy, such as articles with bylines.

Markets are conversations.

Markets consist of human beings, not demographic users.

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

SMART CONTENT FUELS CONVERSATION

Smart, trusted content is the lubricant of these conversations.

SMART CONTENT ISTrustworthy.

Fuels conversation.

Shareable.

Married

Parent

Downhill skier

Dog owner

Vice President

Caregiver

Golfer

Homeowner

Huffington Post

Netflix

Mentor

Hillary

Downton Abbey

TechCrunch

Your brandsTrue Fans they go out of their way to share your brands story.

Where mostprospective customersare neutral on your brand.Build content that speaks to Enthusiasts; let buyers listen in.

Knowing your customer (KYC) means knowing what feeds their passions.

Lets say your customer is a CIO:

Transparency

Cutting Edge

Revenue Driver

Security

Seat at the table

Productivity

Business strategy

Big data

Do you know what really fuels your customers?

Smart Content helps fulfill the brand promise.

Lakemaid Beer drone video was created for Lakemaid Beer fans fishermen and cabin owners who want a great beer.

It captured the imagination of millions around the world, leading to millions of impressions, thousands of new fans, and record-breaking sales.

Ask: What is your biggest challenge? What drives you? What would you change? What really matters?

KYCPry open your companys data. What theyre buying.

When theyre buying.

Why they buy.How they found out about your brand.

Until you ask, youre only guessing (or assuming).

-- Online surveys (Survey Monkey, MailChimp)

-- Focus groups (e.g., Listening Tours)

-- Customer advisory panel or user experience event

-- Consumers interviews at the source of purchase or an event (e.g., Sturgis, Walcott, 5k run, concert, etc.)-- Net Promoter survey/customer satisfaction survey

-- Facebook contests (Woobox)

-- Voice of the Customer phone calls

-- National Omnibus surveys

KYCInterview those who rejected your brand to discover marketing bottlenecks.

Fuels conversation.

Shareable.

Feeds the passion of your customers.

The goal of Google Search, is NOT to deliver your customers millions of citations to a query.

Its to deliver the most relevant (the most high quality, accurate) citations.

Google uses more than 200 signals in its algorithms to find the most relevant pieces of information with the goal of delivering the best user experience.

Reach higher with your content to make it more relevant (based on Googles standards):

Placement in third-party news media.

Photos, videos, infographics combined with written content.

Content associated with the original source (e.g., news releases)

Content with an authors byline.

Content with links to other credible sources.SMART CONTENT IS RELEVANT

Shorter content is a gateway to longer, more detailed content. Longer content is shared more.

Your customers want easy to digest content:

Top 10 lists, infographics, how-to articles and videos, according to Buzzsumo analysis of 100 million pieces of content.SMART CONTENT IS SNACKABLE

Great example: TED videos.

SMART CONTENT IS SNACKABLE

-- Type of content needed to make a decision -- UX experience

-- Promotion through trusted media

-- Time of year/time of day

-- Shareability (email, social media)

SMART CONTENT IS SNACKABLE

Fuels conversation.

Shareable.

Relevant.

Snackable.

Marketers that build a content marketing plan report more satisfaction with their results.

SMART CONTENT IS INTENTIONAL

To create more effective content, decide on what youre really trying to achieve.

Be clear where the road begins and ends with your brands content. Provide an email address? Complete an application? Complete a sale?

The University of Wisconsin-Madisons Crazylegs Classic 8K Race in Madison, WI, unites generations of former and future Badgers.

It offers all the content you need to plan an awesome weekend in Madison.

RIP DOWN THE SILOS: Smart content is developed through an integrated effort. Break down the silos. Speak with one voice to increase engagement with customers, and reduce waste and errors.

Put a system in place to measure content effectiveness.

Without a system, you cant know how well youre doing to change your approach.

SMART CONTENT IS MEASUREABLE

SMART CONTENT IS MEASUREABLEThe point of content marketing isnt views, its a closed sale, says Jonathan Crossfield, Chief Content Officer magazineSource: Chief Content Officer, June 2015

If you turn up the volume on your content, do you have a system in place (and are your sales people trained) to take advantage of more, higher quality leads?

Fuels conversation.

Shareable.

Relevant.

Snackable.

Intentional.

10 MORE TIPS FOR SMARTER CONTENT

1. EXPERIMENT LIKE YOURE A KID AGAIN

Test different types of content to find out what resonates with your customers.

1. EXPERIMENT LIKE YOURE A KID AGAIN

2. PAY ATTENTION TO THE UX EXPERIENCE

A bad user experience (UX) is a content killer.Most content marketing roads lead to a website.

34Hundreds of free ski reviews on Skis.com, an online retailer, take the guess work out of selecting the right skis. 3. DELIVER MORE VALUE

In-person speaking opportunities or live interactive events (webinars, webcasts, live chats) offer powerful ways to deliver content and capture leads.

4. DONT LIMIT CONTENT TO ONLINE

Key words typed into Google offer a strong indicator of intent to purchase. Align your content with key words used for PPC and SEO. Helpful tools: Google Keyword Planner and UberSuggest.5. ALIGN WITH KEY WORDS

Put your content into context: Posters for running apparel and shoe manufacturer Pearl Izumi allowed marathoners to gauge the color of their pee at marathons across the U.S.

6. GO TO WHERE YOUR CUSTOMERS ARE

7. LEVERAGE OUTSIDE EXPERTSWhite papers featuring multiple outside experts provide credibility when speaking with people who are well versed in a specific industry.

Build an editorial calendar for the year ahead, like a magazine publisher, to better plan the delivery of content.

8. TREAT CONTENT LIKE A MAGAZINE PUBLISHER

For Delta Dental of Minnesota, Pocket Hercules partnered with local TV stations to create :30 oral health tips featuring a respected oral surgeon.

These tips resulted in 3x to 6x more click thru than other forms of advertising.9. A BETTER WAY TO USE 30 SECONDS?

Your customers want to know what they dont know. Be their expert. Identify an issue or trend that matters to your customers and educate them about the challenges and opportunities that lie ahead. 10. TAP INTO EMERGING ISSUES

Fuels conversation.

Shareable.

Relevant.

Snackable.

Intentional.

Adds value to a persons life.

TODAYS STORY STARTS WITH A MATTRESS

Smart Content helps people live their lives better.

Email: stephen.dupont@pockethercules.com

Website: www.pockethercules.com

Blog: www.stephendupont.co

Twitter: @stephendupont

LinkedIn: www.linkedin.com/in/stephendupont

CONTACT INFORMATION

The Standout Search: Creating Smarter Content to Generate Bigger Results, Public Relations Tactics, June 2014

Branded Content: Building Trust into Your Online Sales Force, Public Relations Strategist, Summer 2013

Building Your Core Strategy: Technology and Content Converge to Drive Branded Content, Public Relations Strategist, Spring 2013.

The New Curators: Influence and Curation in an Information-Sharing World, The Strategist, Winter 2013

Generation on the Go: Creating Branded Content for a Sharing Culture, The Strategist, Fall 2013

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