Pontus Staunstrup @PStaunstrup

Content Marketing Monsters

5

You Want To Avoid

What’s this?

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These are the slides from a presentation I did recently. I’ve added explanatory comments where I felt it was needed.

Hope you enjoy my monsters!

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”NotGettingItZilla”

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”NotGettingItZilla” doesn’t really get what content marketing is. But he knows it’s popular, so he wants to be a part of it. This is content marketing according to him:

But content marketing is this:

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Content that’s relevant and useful to your target audience.

The purpose is to create awareness, attract potential customers and increase sales through helping them solve problems or see new possibilities.

Sometimes it’s about inspiring or challenging them.

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Source:  Rand  Fishkin,  MOZ    

And he doesn’t really get how it works either. Rand Fishkin could be talking about him:

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This is how content marketing really works (still according to Rand):

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”No Distribution Mummy”

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The ”NoDistributionMummy” thinks it’s enough to post content. But ”If you build it, they will come” only works for Kevin Costner in Field of Dreams.

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Distribution is key

Joe Pulizzi said it best. ”First, build an audience, then monetize it”.

And in order to do that, you need to distribute your content via search, social, earned and paid media (like native advertising)

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Think converged media, just like Altimeter Group suggests:

Convergence in practice

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Paid Earned Owned

Earned Owned

TargetsGoals

Message

TargetsGoals

Message

TargetsGoals

MessageOwned

Depending on the target audience, you will use it in different ways

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Digital content

Own site (SEO)

Social media- ownNewsletters

Industry/Partner sites

Apps

Paid– native (SEM)Social media - others

Forums

The idea is to always get your content distributed as much as possible:

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Funnelstein’s Monster

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This scary character believes in the funnel and sees everyone as a lead. He learnt it all from his aunt, Aida:

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I think Ben Chestnut, the founder of Mailchimp, has a much better idea - Flip the funnel:

Problem/Opportunity

Gathering

Evaluation

Purchase

Experience

Lojalty

Ambassador

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Instead of using funnels, chart your customers purchase process:

Problem/Opportunity

Gathering

Evaluation

Purchase

Experience

Lojalty

Ambassador

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SearchSocialPaid/Earned

ResearchIndustry discussionsPeers

BenchmarkingMeetings

PriceTrust

UX

ServiceInspire

Develop

DeliveryReliabilityContract

PositionReliabilityChange

AttentionNewsSuccess stories

White papersInfographicsE-books

Tech guidesFilmCase

Customer storiesThought leadershipProduct news

B2B

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”NoData-tronic” from outer space

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”NoData-tronic” is like this guy. He refuses to use data:

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Paid  media  data  Social  data  Website  data  

There is an abundance of data we can collect and analyze in content marketing

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•  Reach – Awareness

•  Usage: Seen, listened, downloaded•  Shares: social and links •  Activity: Subscribe, fill out form•  Converting: Sales, Lead generation•  Rank: SERP

•  Content efficiency

Data is also necessary when setting KPIs for content marketing

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King ”Too Much Content” Kong

Don’t listen to him!

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He’s the monster that came up with ”Content is King”, and he believes that if we just produce a flood of content everything will be fine.

He doesn’t understand that content marketing is about quality, not quantity.

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Most of all, you need to work with distribution, unless you want your content to disappear in this:

Infographic from Qmee

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Digital content

Own site (SEO)

Social media- ownNewsletters

Industry/Partner sites

Apps

Paid– native (SEM)Social media - others

Forums

Again, it’s about this:

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TextMicro

content

Graphics Video

Q&AAudio

One interview

And this. Efficient content creation

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Instead of monsters, we need heroes

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Sherlock and Watson would be great at content marketing

•  They would begin with a strategy•  Get buy-in from management •  Work patiently to get results•  Be creative and couragious•  And make a great team

Well, obviously Watson would handle the getting buy-in and being patient part…

Questions, thoughts?

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