From 'Good Enough' to 'Can’t Get Enough': How to Consistently Create Content Your Audience Loves

FROM ‘GOOD ENOUGH’ TO ‘CAN’T GET ENOUGH’: HOW TO CREATE CONTENT YOUR

AUDIENCE LOVES <3

Ann Handley Author, Everybody Writes CCO, MarketingProfs @MarketingProfs

Hana Abaza VP Marketing Uberflip @hanaabaza

@uberflip

#ContentHacks

Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

@uberflip

#ContentHacks

Questions? We’ve got answers!

(At the end of the webinar J)

WE WILL SEND THE RECORDING.

JOIN IN ON

@uberflip

#ContentHacks

STICK AROUND FOR A DEMO

@uberflip @annhandley

#ContentHacks

cc: RavindanLEGO -‐ h0ps://www.flickr.com/photos/100615199@N02

Content Quality vs. QuanJty


#ContentHacks


#ContentHacks

cc: RavindanLEGO -‐ h0ps://www.flickr.com/photos/100615199@N02

Quality vs. QuanJty


#ContentHacks

BIGGER. BRAVER. BOLDER.


#ContentHacks

The biggest missed opportunity in content is

playing it too safe.


#ContentHacks

Why does this matter?


#ContentHacks


#ContentHacks

76% of B2B orgs plan to produce more content in

2016.

2016 MarketingProfs/Content Marketing Institute Study


#ContentHacks

51% of B2B orgs plan to spend more on content in

2016.



#ContentHacks


#ContentHacks

Photo by ntr23 -‐ Crea0ve Commons A5ribu0on-‐NonCommercial-‐ShareAlike License h5ps://www.flickr.com/photos/65919269@N00 Created with Haiku Deck


#ContentHacks

30% of B2B orgs know their content is effective.



#ContentHacks

‘Engaging Content’ = top challenge



#ContentHacks

Engaging content is more about brains than budget.


#ContentHacks

Can koozies: A love story


#ContentHacks


#ContentHacks

Photo by phooleo - Creative Commons Attribution License https://www.flickr.com/photos/37039541@N08 Created with Haiku Deck


#ContentHacks

Photo by garann - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/60216816@N00 Created with Haiku Deck


#ContentHacks



#ContentHacks

Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck


#ContentHacks

Created with Haiku Deck



#ContentHacks

“We kidnapped & trafficked Michael Barr from his ancestral motherland of Minnesota in 2013, forcing him into presidency. “He’s the Cialis to our performance anxiety.”


#ContentHacks

When you sell a product that most people get free at trade shows, your

story is the start of the thing that sets you apart.

-- Lauren Krakauskas, Freaker USA



#ContentHacks

BIGGER. BRAVER. BOLDER.


#ContentHacks

BIGGER story. BRAVER marketing. BOLDER voice.


#ContentHacks

Guts

Content marke0ng

Heart

Brains


#ContentHacks

OK … so HOW?


#ContentHacks

1. BIGGER story


#ContentHacks

A bigger story puts your business in context of what

people care about.


#ContentHacks

Use your bigger story to convert more people into

your squad.


#ContentHacks


#ContentHacks

Mine =


#ContentHacks

Deep value =

Smarter customers.


#ContentHacks

Why this works:

Bigger context. Real class, real curriculum, real coursework.

Short, tight segments. I feel smarter. (And part of something.)


#ContentHacks

Other paths to Bigger: MailChimp + gi\s


#ContentHacks

Other paths to Bigger: Casper Ma5ress


#ContentHacks

Takeaways:

How do you lead? How do you make customers deeply smarter? How do you make the world a better place?


#ContentHacks

2. BOLDER marketing


#ContentHacks

Tell bolder stories.


#ContentHacks


#ContentHacks

A “variety pack” about business innova0on, tech culture, and people

who have found their purpose.


#ContentHacks

VS


#ContentHacks


#ContentHacks

‘This American Life’

meets ‘The Office’


#ContentHacks

“I believe that a brand is the sum of every experience that a customer has with you.”

– Bill Macai)s, CMO, Slack


#ContentHacks

Many first experiences are

“crappy.”


#ContentHacks

“For many people the first interac0on they have with a company is via a sterile, lifeless lead gen ad that takes you too a prison landing page where you are forced to enter in your life's informa0on (and you know you will get immediately called by an overbearing sales rep before you are ready to have that conversa0on.”

-‐Bill, again


#ContentHacks

First thing to steal:

1. Refining POV to grow audience.


#ContentHacks

Stakeholder/listener

feedback loop.


#ContentHacks

“Content will never work if it’s an arm’s length thing.”

– Steve Pratt, Pacific Content


#ContentHacks

Second thing to steal:

2. Short, shareable segments. (Two channels.)


#ContentHacks


#ContentHacks

Other ways bold: Toyota & cri0cs


#ContentHacks

Takeaways:

Does your content tell a different story with a specific POV? Are you refining your content based on data, stakeholder feedback?


#ContentHacks

3. BRAVER voice


#ContentHacks

Tone of voice is your gutsiest, bravest asset.


#ContentHacks

“Voice” isn’t about grammar:


#ContentHacks

Photo by Johnson Cameraface -‐ Crea0ve Commons A5ribu0on-‐NonCommercial-‐ShareAlike License h5ps://www.flickr.com/photos/54459164@N00 Created with Haiku Deck


#ContentHacks

Photo by Johnson Cameraface -‐ Crea0ve Commons A5ribu0on-‐NonCommercial-‐ShareAlike License h5ps://www.flickr.com/photos/54459164@N00


#ContentHacks

Photo by jonolist -‐ Crea0ve Commons A5ribu0on-‐ShareAlike License h5ps://www.flickr.com/photos/46635911@N00 Created with Haiku Deck


#ContentHacks

Multiplication signs

are key

Photo by jonolist -‐ Crea0ve Commons A5ribu0on-‐ShareAlike License h5ps://www.flickr.com/photos/46635911@N00 Created with Haiku Deck


#ContentHacks


#ContentHacks

We help nonprofits achieve real, las0ng change.

We only work with clients we believe in.

We take risks.


#ContentHacks

We help nonprofits achieve real, las0ng change.

We only work with clients we believe in.

We take risks.

Culture: Who are you.

Empathy: What are you like to deal with?

Story: Why you do what you do.


#ContentHacks


#ContentHacks

Q. So it's super, super nerdy?��A. Yes, and also no. Collecting and analyzing such a wealth of information warmed the cockles of our data-nerd hearts, because we are the kind of wierdos who get really excited about comparative metrics and nifty data trends, and also we like saying "cockles.”


#ContentHacks

Q. That sounds really useful. ��A. We know! It totally is!

@uberflip

#ContentHacks

It’s not just copywriting.

@uberflip

#ContentHacks

“It’s who we are. It’s how we do the work. If the label falls

off, you know it’s ours.”

Madeline Stanionis, Creative Director, M+R


#ContentHacks

Super smart. Weirdly creative. Scrappy. (Whatever it takes.)


#ContentHacks

But we aren’t ____________.*

* fun

* snarky * weird

*flippant * another adjective


#ContentHacks

Marketing MadLib: But we ARE... 1___________

2___________ 3___________


#ContentHacks

Photo by Leo Reynolds - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/49968232@N00 Created with Haiku Deck


#ContentHacks

Your brand voice can a;ract AND repel.

Photo by chrisinplymouth -‐ Crea0ve Commons A5ribu0on-‐NonCommercial-‐ShareAlike License h5ps://www.flickr.com/photos/21450297@N06 Created with Haiku Deck


#ContentHacks

Other paths for braver marke0ng: Chubbies


#ContentHacks


#ContentHacks

About us Popovers/Landing pages Microcopy Instagram FAQs


#ContentHacks


#ContentHacks

Takeaways:

If you cover up your logo, would you recognize you?


#ContentHacks

So what about my brother?


#ContentHacks


#ContentHacks

True LOVE


#ContentHacks

The biggest missed opportunity in content is

playing it too safe.


#ContentHacks

“A ship is safe in harbor. But that’s not what ships are for.” -- William G.T. Shedd


#ContentHacks

BIGGER. BRAVER. BOLDER

takes…


#ContentHacks

Guts

Content marke0ng

Heart

Brains


#ContentHacks

BIGGER stories. BRAVER marketers. BOLDER voice.


#ContentHacks

LET’S DO THIS!

@uberflip

#ContentHacks

QUESTION TIME!

hub.uberflip.com

Hana Abaza VP Marketing Uberflip @hanaabaza

Ann Handley Author, Everybody Writes CCO, MarketingProfs @MarketingProfs

@uberflip

#ContentHacks

From 'Good Enough' to 'Can’t Get Enough': How to Consistently Create Content Your Audience Loves

Marketing

Transcript of From 'Good Enough' to 'Can’t Get Enough': How to Consistently Create Content Your Audience Loves