content marketing 2016-2020: from content shock to content chance (presented by yann gourvennec at...

5 major key success factors forcontent marketing in 2017 and beyondto overcome the content shock

Yann Gourvennec @ygourvenVisionary Marketing @vismktgOct 6, 2016 – Paris, France

copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg Oct. 2016 1

1 room – 2 ‘different’ populations

Oct. 2016copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 2

Today, we have a chance to compare our views… beyond prejudice

copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg

Poll 1: Let’s see if it works

for IT

p2.gg/ypv

Can you please describe IN YOUR EYES the evolution of the

relationship between our 2 populations OVER THE PAST 2

YEARS

for marketers

p2.gg/ypg


Can you please describe IN YOUR EYES the evolution of the relationship

between our 2 populations OVER THE PAST 2 YEARS


a few years ago…

Come on guys! We’re not the New York Times are we?!

2014, epic year

Joe Pulizzi brought content marketing to the agendaAll started to learn about the subject (at last!)



Poll 2: role of online content in your day job

for IT

p2.gg/ypp

Is content playing a crucial role in your business ?

copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg 9

Poll 2: the role of online content/info in your day job

for marketers

p2.gg/ypx

Oct. 2016

forIs content playing a crucial role in your

business ?

5 key success factors

Drag picture to placeholder or click icon to add

For each main issue there is one main key success factor


ksf 1. from shock to opportunity


Content marketing is booming but engagement is flat


source: adweek sept 2016 – Beckon survey – Sept 29

http://bit.ly/beckon2016report

http://adage.com/article/special-advertising-week/report-marketer-content-tripled-past-year-engagement-stayed-flat/306019/?utm_campaign=SocialFlow&utm_source=Twitter&utm_medium=Social



http://contentmarketinginstitute.com/2016/09/content-bubble-burst/

1. big budgets win2. high entry costs3. no more cost-benefit


how to avoid "content shock"

Questions?

> too much (of which) content?> ‘barriers to entry’

> cost-benefit


the idea there is an excess of information isn’t new

When printing was invented, scholars pointed out that knowledge would be

cheap and too accessible


what « content shock » were a « content opportunity »

shock opportunity

the poorer the content, the more space for differentiation

the more pervasive advertising is the more space for true content

the more superficial content the more opportunities to go deeper

how can you succeed?

Oct. 2016


Poll 3: too much or little relevant content

for IT

p2.gg/yp9

How much relevant content (for your job)


Poll 3: too much or little relevant content

for marketers

p2.gg/ypn

Oct. 2016

How much relevant content (for your job)

ksf 2. social media is being re-configured


How Twitter shot himself in the foot

04/12/15 marketingland.com


2014

http://marketingland.com/

Social “mass media”

Social media isn’t owned content, what matters is what others are sharing


@vismktg


Poll 4: your views with regards to social media in your day job

for IT

p2.gg/ypc

Is social media playing a crucial role in your

business ?


Poll 4: your views of social media in your day job

for marketers

p2.gg/yptOct. 2016

fIs social media playing a crucial role in your

business ?


ksf 3: cultivate differences

Oct. 2016

some things never change


Candor Urgency Timeliness Pithiness Controversy (maybe Utility if you want six)

http://bit.ly/sgblogceo

Seth Godin: critical success factors


http://bit.ly/sgblogceo


Poll 5: how differentiating is the content produced by your business in your mind?

for IT

p2.gg/ypy

Is online content playing a crucial role for your business ?


Poll 5: how differentiating is the content produced by your business in your mind?

for marketers

p2.gg/ypfOct. 2016

Is online content playing a crucial role for your business ?

ksf 4. write for humans


The ‘Why’ above all else

write for humans

Sharing is not done by search engines the more shares, the better

not for (a) search engine



Poll 6: what is the purposeof your online content?

for IT

p2.gg/ype

When your business is producing content, the aim is...


Poll 6: what is the purpose of your online content?

for marketers

p2.gg/ypz

Oct. 2016

When your business is producing content, the aim is...

ksf 5. proams and UGC vs. ‘tone of voice’


from latin, amator, he who loves

no need to try and reach perfection despite what (large) businesses think

being on brand seems sufficient to (large) businesses as in traditional communications – it shouldn’t

lower your expectations to succeed in digital (while avoiding trash)

quality of content isn’t in the cover

tip no.1: against perfection


new ways of doing contenthave you looked around you

for skills?motivation, motivation,

motivation

tip no. 2 : the “guy in the basement”

Jean-François Audenard : Orange Business Services


http://orange-business.com/


Poll 7: how is the guy in the basement doing?

for IT

p2.gg/yp7

My business clearly values the skills of all its employees, regardless of rank or title


Poll 7: in your business how is the guy in the basement doing?

for marketers

p2.gg/ypk

Oct. 2016

My business clearly values the skills of all its employees, regardless of rank or

title

Some of our clients

Here are some of the engagements carried out with B2B and B2C clients:Digital assessments and training sessions for banks, healthcare companies, high tech businesses and various international training organisations. Client support with regard to change management in the field of digital marketing. Expert blog creation and content marketing for businesses in Telecoms, IT, private banking, utilities and Big Data. We have also worked for businesses dealing with consumers, have trained top managers, communications experts, and various staffers in all sorts of companies. We have led induction seminars, crash courses, in-depth sessions and strategic sessions. We have also led social media and word of mouth marketing campaigns, optimised websites (SEO, SEM, content optimisation), created white papers dedicated to Web matters and developed personas for businesses mostly in IT, cloud computing and Telecoms.



About Visionary Marketing

Oct. 2016