Content Everywhere:5 tactics to try when everyone is already doing content

TribeTactics

The Plan

○ 00:30 ○ The Age of Content○ What Makes Good Content○ The Problem○ 5 Tactics ○ Q&A

WORKSHOP CITIES:

● Dublin● Berlin● Lisbon● Porto● Braga● Amsterdam

The Age of Content*

Advertising

Content

Source

What Makes Good Content?*

Pillars of a Solid Content Strategy

Quality(entertainment, utility)

Quantity(consistency)

Resonance(personas)

The Problem

How Will You Stand Out?

● 93% of marketers use social media for business

● 88% of B2B marketers currently use content marketing as part of their marketing strategy

● 61% of the most effective B2B content marketers meet with their content team daily or weekly.

//Forbes, Dec 2015

Problem:It is difficult to create good content

Why?

1. Resources (team, energy, ideas, time, money)

2. Relevant only to a small group at a time (personas)

3. High competition

Problem:It is difficult to create good content

Is It A Good Thing Everyone’s Doing Content?*

“Ideal Scenario

“Actual Scenario

“Worst Case Scenario

Where we are now:

● Good content is proven to drive leadsBUT● Good content is everywhere● Good content needs resources

“The reality is that customers don’t solely make their decisions based on company-crafted videos, ebooks and infographics

Jay Baer

“Before parting with their money, customers want to hear the story from someone other

than the marketing department

Jay Baer

It’s difficult to create good content [yourself]

It’s difficult to create good content [yourself]

Collaborative Content

5 TACTICS

1.SPOTIFY PLAYLISTS

collaborative playlists

28m paying users

99m total users

Playlists

There are TWO Types

Collaborative Playlists

Why Spotify Playlists?

○ Commuting, Working, Exercising, Chilling

○ People love sharing good music

○ Great opportunity to showcase your brand personality

○ Co-creation Opportunities

How it Works

Example: CoffeeCompany

Use Cases

○ Gym

○ Yoga club

○ Library bookstore

○ Butcher

○ Flowershop

Use Cases

○ Gym motivation/upbeat

○ Yoga club meditation music

○ Library bookstore jazz, classical

○ Butcher bbq playlist, dubstep

○ Flowershop songs to play after dinner

How to apply this?

Build playlists for your buyer personas

1. Who’s Lifestyle?2. What music would suit that lifestyle?3. What will you call the playlist?4. Build and promote

Benefits

○ Reach people in a fun, novel way

○ Entertain them while they go about their day

○ Keep your brand top of mind with content

2.SPOTlight Content

tell someone else’s story

Spotlight Content

○ Feature your target customer in a way that makes them want to tell a friend

Example: Dublin Globe

Example: Sprite

How to apply this

Showcase people/brands your customers value

1. Who’s your target audience?2. Who (or what) do they care about?3. How can you reach those people?4. How can you relate this to your brand?

Benefits

○ Leverage their social reach

○ Receive their personal recommendation

○ Position yourself as an SME

○ Save time while creating high value content

3.Visual Murals

foster a sense of community

Why Visual Murals?

○ Create a visual board of people (or brands) that your customers care about

○ Showcase them based on a unique theme or common factor

○ Leverage brand equity of existing brands

Example: DublinTown.ie

How to apply this

1. Who’s your target audience?2. What brands or people do they care about?3. Pick a theme, and unite those people under it

Benefits

○ Position yourself as a SME

○ Drive more traffic and increase ranking

○ Get more traffic when people search others

○ Get more inbound content requests

4.Of**ine Events

real-life content

Why Of**ine Events?

○ High value events about a PASSION

○ Build relationships, manually, and on a 1-1 level

○ Earn their full attention

○ Make them a part of your community

Example: Surfterra

How to apply this

1. Think of your value proposition2. What is the passion at the center?3. What event ideas can you come up with?4. Who can you call?

Benefits

○ Leave a lasting impression

○ Meet your customers and prospects face to face

○ Build a sense of community with others

5. Partnership Content

sponsor someone’s audience

Why Partnership Content?

○ Create content for someone else in exchange for their audience

○ Give them an opportunity to add value to their members

Example: Meetups and Groups

5 TACTICS: Recap

1. Spotify Playlists2. Spotlight Content3. Visual Murals4. Of**ine Events5. Partnership Content

Q & A

“Everything has been said before, but it’s

never been said by you. Your point of view is what makes you interesting.

Jory MacKay

THANKS FOR COMING!

Kareem MostafaKareem@tribetactics.com@tribetactics