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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

TO CONTENT FOR CONTENT’S SAKE

SAYEXPELLIARMUS

THE MARAUDER’S MAP OF CONTENT MARKETING

Content

Marketing

Content

IdeasHeadlinesContent

Types

Conversion

Techniques

DataTools

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

BOOKS

POTTERMORE

CONFECTIONARY

THEME PARKS

SPIN OFFS

CLOTHING

GAMES

HARRY POTTERSTARTED AS JUST ONE STORY… EVOLVED INTO A BRAND

SPORTS

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT MARKETINGARE YOU FIT FOR CONTENT MARKETING

Q1.

Is your company interested in being positioned as an expert and thought leader?

Q2.

Do your customers look for information before buying?

Q3.

Do you want to keep in touch with your audience and generate more leads?

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT MARKETINGCHALLENGES THAT YOU WILL NEED TO OVERCOME

• Time and commitment will be needed

• Integration and buy-in from others will be needed

• You will need energy

• You will need access to constant stream of data and

analytics

• Content must be customer focused

• You will likely need some form of promotional budget

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT MARKETINGQUALITY CONTENT BEST PRACTICES

• Tell a story with your content

• Spark an emotional reaction

• Create content that is novel, bold and original

• Make it look great

• Make it shareable

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

WHAT DOES YOUR BRAND EMULATE?FANTASTIC BRANDS AND WHERE TO FIND THEM

• What does your brand stand for?

• Evian = purity

• BMW = performance

• Volvo = safety

• Galaxy = indulgence

• Innocent = fun

• This should be represented in your content

• Tone of voice to be considered

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT IDEAS“THE WAY TO GET GOOD IDEAS IS TO GET LOTS OF IDEAS AND THROW THE BAD ONES AWAY”

• Content that performs well is all

about coming up with a great idea

• Consume industry information

• Get out of the office

• Talk to people

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

IDEATIONBECAUSE MULTIPLE HEADS CAN BE BETTER THAN ONE

Have you utilised brainstorming

techniques:

Think out side the box

• Picture Association

• Content Funneling

• Superheroes

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PICTURE ASSOCIATIONPICK A RANDOM PHOTO AND DEVELOP A STORY AROUND IT

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT FUNELLINGRAPID IDEA GENERATION THROUGH BRAINWRITING

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SUPERHEROESVIEW THE TASK THROUGH A WELL KNOWN ALTER EGO

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

SCENARIOTHERE’S A NEW WAND SELLER IN TOWN

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

HARRY POTTER

Harry is an extremely brave, loyal, and selfless person who possesses tremendous strength of character. He willingly went to what he truly believed to be his death, because he believed that this was the way to defeat the Dark Lord. He will go to great lengths and risks in to help others, particularly his loved ones.

• Brave• Strong Willed• Selfless

HERMIONE GRANGER

Hermione was noted for being extremely intelligent and hard-working, coming out on top in most of her classes and continuously aiding Harry and Ron in their adventures. Unlike most wizards who depended solely on their magical ability, Hermione readily relied on logic.

• Intelligent• Logical• Determined

RUBEUS HAGRID

Hagrid is an incredibly warm, kind-hearted man, and would often forget his exceptional size and strength when patting people on the back. Another of Hagrid's greatest traits is his courage. He is very loyal to his friends and ready to defend them or fight for them if necessary.

• Strong• Couragous• Loyal

VOLDEMORT

Voldemort is a power-obsessed megalomaniac of the worst kind. Anti social traits were seen in his childhood, from stealing, to disturbing incidences and a certain disregard for rules. He is highly intelligent but his interests focus on the usefulness of people, objects, and powers to his goals.

• Intelligent• Powerful• Manipulative

DOBBY THE HOUSE ELF

Dobby is a brave, loyal house-elf, willing to put himself in dangerous situations when he knows it to be the right thing to do. He is also very loyal to the few friends he has and an extremely hard worker. He originally exclaimed that he liked freedom very much, but he liked work better.

• Hard Working• Brave• Personable

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

WHEN YOU GET CREATINGTHINGS TO THINK ABOUT

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

HEADLINESREMEMBER FIRST IMPRESSIONS COUNT

• Be specific

• Talk directly to / mention the

reader

• Use adjectives & verbs

• Stuck? Add a number or pose

a question

• Use existing research

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

TOOLSTHE BEST HEADLINE ANALYSERS

ADVANCED MARKETING INSTITUTE

aminstitute.com/headline/

COSCHEDULE

coschedule.com/headline-analyzer

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT TECHNIQUESOPTIMISE YOUR COPY TO BRING IN LEADS

• Include your most valuable info

first

• Write for the average users

attention (hint… this is not long…)

• Use bucket brigades

• Play on readers pain points

• Don’t forget the action in your CTA

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

ANALYSE YOUR CONTENTAND THEN IMPROVE UPON IT

• Utilise your analytical tools

• What’s being read, what is being asked?

• Are people engaging with your content

• What are you asking them to do next? Are they doing it?

• Use heat maps for insights

• Look at all of this and learn from it…

#ATTN2018 @ADIDO

SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

CONTENT TYPESTHINK BEYOND BLOGGING

INFORM

EDUCATE

INSPIRE

ENTERTAIN

CONVINCESUPPORT

Whitepapers

eBooks

How to guide

Opinions on forums

Checklists

Videos

Animations

GIFs

Podcasts

Images

Case Studies

Infographics

Webinars

Galleries

Research Reports

Interactive Tools

Virtual Reality/Augmented Reality

Testimonials

Illustrations

Interviews

Tutorials

Industry Surveys

Q&As

Competitions

Press Releases

Product Updates

Email

CONTENT

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

BLOGGINGEDUCATE & DEMONSTRATE EXPERTISE… DON’T SELL

Capture readers attention – offer them value

• Define a niche

• Use your brands tone of voice

• Base on search and interest

• Stick to a plan

• Constantly evolve

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

E-BOOKS & WHITEPAPERSEDUCATE & DEMONSTRATE EXPERTISE… DON’T SELL

Offer real value to the audience

• Utilise experts to gain something unique

• Post a teaser on places like slideshare

• Highlight important parts as a podcast or

explainer video

• Turn tips or key statistics into a social-friendly

infographic or fact sheet

• Re-purpose authoritative quotes/statements

into tweets

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

Part picture, part data create shareable content

• Offer facts and statistics

• Offer a practical solutions

• Create a mash-up

• Tell an original story

INFOGRAPHICSA PICTURE PAINTS A THOUSAND WORDS

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VIDEOSBECAUSE EVERYONE HAS A VIDEO ON THEIR PHONE

Video content is being consumed more and

more – can be pre recorded or live.

• Use a conversational tone

• Make it short and concise emphasising

key points

• Be human and be yourself (particularly

with live data).

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

SOCIAL MEDIADOES SOCIAL MEDIA STILL MATTER?

It’s still an important tool in content

marketing, but make sure you use it right:

• Is it a good fit?

• Listen and learn

• Get creative

*Source: Content Marketing Institute 2018 Benchmarks, Budgets, and Trends Research

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

RESEARCHAN UNTAPPED OPPORTUNITY FOR MARKETERS

• Second most influence on a purchasing (after WOM)

• What questions do customers ask, are there any you can’t answer

• Think of bigger topics than just what you offer?

• Utilise survey tools

• Survey monkey, type form etc.

• Send to you audience, share on social, paid budget

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

INTERACTIVE TOOLSA PICTURE PAINTS A THOUSAND WORDS

Interactive content works best when creating something unique

• Add value, not vanity

• Create something people will want to use or share again and again

• Plan your measurement strategy - set benchmarks for KPIs such as

downloads, social shares, or leads.

• Make it useful and entertaining – something people will be proud

to share and promote for you.

#ATTN2018 @ADIDO

SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

PROMOTION IS IMPORTANTTODAY THERE IS SO MUCH NOISE TO BREAK THROUGH

• 4.6 billion pieces of content are produced daily

• A BuzzSumo review of 100 million articles published in 2017

found that social sharing has halved since 2015

• Growth in content publication and competition

• Rise in private sharing

• Social algorithm changes and fall in engagement

• SEO arguably now more important than ever as more

people go back to search to find information

#ATTN2018 @ADIDO

SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

MAGIC IN ACTIONIT CAN BE SIMPLE… TAKE A LITTLE INSPIRATION

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

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SAY EXPELLIARMUS TO CONTENT FOR CONTENTS SAKE THE MAURAUDER’S MAP OF CONTENT MARKETING

QUESTIONS