Heather Taylor, Bridging the Content Gap, Social Fresh Conference 2016
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Transcript of Heather Taylor, Bridging the Content Gap, Social Fresh Conference 2016
BRIDGING THE CONTENT GAP
What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.
Jim StengelFormer Global Marketing Officer
Procter & Gamble
In association with
In association with
WE ALL WANT TO CREATE RELATIONSHIPS WITH OUR CUSTOMERS
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
GOOD THINGS HAPPEN WHEN WE DO IT RIGHT
CONSUME MORE
SHARE MORE
z
PURCHASEMORE
ADVOCATE MORE
z
BUT THE PROBLEM IS, WE’RE DOING IT WRONG
WE’RE BUILDING CONTENT NOT CUSTOMER RELATIONS
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
AUDIENCES ARE REACHING CONTENT OVERLOAD
3 in 5 global executives admit sometimes feeling confused or overwhelmed by the volume of content they encounter
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
YET MARKETERS KEEP CHURNING OUT CONTENT
80% of marketers plan to increase the amount of thought leadership content they produce
Half of marketers believe
<20% of current output gets engagement
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
AND DON’T FOCUS ON THE AUDIENCE’S INTERESTS
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
MEANWHILE MARKETERS ARE STILL BATTLING INTERNAL DISCONNECTS
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
AND LOOKING FOR ANSWERS IN ALL THE WRONG PLACES
WE MUST REMEMBER:IT’S THEIR CUSTOMER JOURNEY THAT MATTERS…
…NOT TRYING TO STUFF THEM IN OUR SALES FUNNEL.
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
UTILITY IS KEY
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
LAY OFF THE SALES PITCH
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© THE ECONOMIST GROUP AND HILL+KNOWLTON STRATEGIES 2016
SURPRISE! TEXT STILL MATTERS
SO HOW DO WE CLOSE THE CONTENT GAP?
GIVE THEM WHAT THEY WANT (AND NEED)
NOT JUST WHAT YOU’RE WILLING TO GIVE
RULE #1
WOO THEM
DON’T SELL THEM
RULE #2
GET OUT OF YOUR OWN WAY
RULE #3
HEATHER TAYLOR
Director, Creative Strategy - North America@heatherAtaylor