why most content marketing sucks!

WHY (MOST) CONTENT

MARKETING SUCKS!

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CONTENT MARKETING ??

DearMedia

A B

Media are transportation tubes to transport messages from A to B in order to influence people’s opinions.

And media need content to disguise the messages.

WHY (MOST) CONTENT MARKETING

SUCKS


SUCKS


But traditional media are eroding. Their future is uncertain.

And brands are looking for

alternatives to transport their

messages …

2000 2005 2010 2015

Newspaper print ad sales

Google digital ad sales

Newspaper digital ad sales

$44.3

$19.5

$0.1

$1.5

$46.0

$3.4

In US$billions WHY (MOST) CONTENT MARKETING

SUCKS


SUCKS


ALTERNATIVE 1 - THE WEB

If we build a cool website, the audience will come towards us!


SUCKS


SUCKS


ALTERNATIVE 1 - THE WEB

If we build a cool website, the audience will come towards us!NOT!

If you want them to come,

you’ll still

need to grab their

attention first!


SUCKS


SUCKS


DearMediaWHY (MOST)

CONTENT MARKETING SUCKS

ALTERNATIVE 2 - SOCIAL MEDIA

People love us, they will share everything we say, everything will go viral!


SUCKS


SUCKS


DearMediaWHY (MOST)


ALTERNATIVE 2 - SOCIAL MEDIA

People love us, they will share everything we say, everything will go viral! NOT!

Organic reach on social media is

decreasing exponentially and

having clients to share your

messages is a huge challenge!


SUCKS


SUCKS


DearMediaWHY (MOST)


ALTERNATIVE 3 - CONTENT MARKETING

Let’s create great content. Everyone is going to read this!


SUCKS


SUCKS


DearMediaWHY (MOST)


ALTERNATIVE 3 - CONTENT MARKETING

Let’s create great content. Everyone is going to read this! NOT!


SUCKS


SUCKS


4 REASONS WHY CONTENT

MARKETING SUCKS


DearMediaWHY (MOST)


1. YOU’RE CREATING CONTENT FOR

THE WRONG REASONWHY (MOST)



SUCKS


DearMediaWHY (MOST)


DON T BELIEVE THE HYPE!


SUCKS


SUCKS

What problem are we actually solving here?

1. YOU’RE CREATING CONTENT FOR THE WRONG REASON


DearMediaWHY (MOST)



In our book Digital Transformation, we describe seven elements that are fundamental for digital transformation: The Seven Metaphors of Digital Transformation.

Content marking involves your position in the value chain, opinion making and/or community influences. If you haven’t thought about this yet, you’re probably doing something wrong.


SUCKS


SUCKS


DearMediaWHY (MOST)



TRANSPARENCY

ACCOUNTABILITY

PROXIMITY

RESPONSIVENESS

BI-DIRECTIONAL

HUMANIZATION

AUTHENTICITY

The Glass House

Relationship

MONOLITHIC VS. ATOMIC

APPIFICATION

LONG TAIL

PERSONALIZED

EXPERIENCE

SPEED

PRICE

(SELF-)SERVICE

SCALABILITY

The Package

Product, Service & Packaging

BYPASSING

VIRTUALIZATION

FRAGMENTATION OF TOUCHPOINTS

The Frog

Position in the value

chain

NEW GATEKEEPERS

RECOMMENDATIONS

"GOOD IS GOOD ENOUGH"

AMBASSADORSHIP

The Gatekeeper

Opinion making

The Traveller

PLACE

UTILITY

EMPOWERED SELF

DELIVERY FULFILLMENTNEW WAY OF

WORKINGCONTEXTUAL

AWARENESSREAL-TIME

Location & Place

The Participant

COMMUNITY

GAMIFICATION

COLLABORATION

THE POWER OF THE CROWD

Community

The Cyborg

INTERNET OF THINGS

WEARABLES

QUANTIFIED SELF

ROBOTICS

DATA

MONITORING

Progressive Technology


SUCKS


SUCKS


DearMediaWHY (MOST)



SUCKS


SUCKS

You need a strong & clear

strategy



DearMediaWHY (MOST)


2. YOU’RE CREATING CONTENT FOR

NO REASON AT ALLWHY (MOST)



SUCKS


DearMediaWHY (MOST)


2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL

A lot of organizations have no strategy and thus no objectives that justify content marketing as a tactical instrument. Therefore you should ask yourself: “Why content marketing?”

The reasons why you should use content marketing: - To raise or maintain the organization’s image - To generate or raise awareness - To drive some sort of conversion - To improve retention


SUCKS


SUCKS


DearMediaWHY (MOST)



Good content marketing reaches all four of the goals. In reality, you should score these objectives and write down why you are betting on content marketing.


SUCKS


SUCKS

5%15%

35%

45%

retention

conversion

image

awareness

“Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff”


DearMediaWHY (MOST)



To measure the success of your objectives, you should write down KPIs.


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retention

conversion

image

awareness

KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE


DearMediaWHY (MOST)



SUCKS


SUCKS

You need to determine

objectives & KPIs



DearMediaWHY (MOST)


3. YOU’RE CREATING CONTENT THAT SUCKS


SUCKS


SUCKS


DearMediaWHY (MOST)



SUCKS


SUCKS


It’s not even your fault. People in communication are taught to think as a sender of their messages towards one or more receivers.

But it doesn’t work that way (anymore)

Sender Receiver


DearMediaWHY (MOST)



SUCKS


SUCKS


You should start by thinking which content your audience likes and wants to receive or already is consuming right now.

Receiver

The content that my target

audience wants or already is consuming.


DearMediaWHY (MOST)



SUCKS


SUCKS


Once you know your target audience, you’ll need to audit yourself and write down what message that you want to send to your target audience.

Sender

The message(s) that I want to send to my audience.


DearMediaWHY (MOST)



SUCKS


SUCKS


Once you’ve done this, you can check if there are any elements that already correspond. This is what we call the Content Sweet Spot.

SenderThe message(s)

that I want to send to my audience.

ReceiverThe content that

my target audience wants

or already is consuming.

CONTENT SWEET SPOT


DearMediaWHY (MOST)



SUCKS


SUCKS


The problem with the Content Sweet Spot: it’s very small or doesn’t apply for your organization. Be honest, most of your fans don’t want to read/hear what you really want to tell them.

VERY SMALL CONTENT SWEET SPOT

NO CONTENT

SWEET SPOT


DearMediaWHY (MOST)



SUCKS


SUCKS


In both cases, you’ll need to broaden your message towards your audience and tell them stories that they really want to read and hear, which will make your Content Sweet Spot bigger.


DearMediaWHY (MOST)



SUCKS


SUCKS


There are two possibilities: 1. focus on a main theme wherein you develop a strong thought leadership 2. touch different points of your audience’s interest

1. 2.


DearMediaWHY (MOST)



SUCKS


SUCKS


There are two possibilities: 1. focus on a main theme wherein you develop a strong thought leadership

1.


DearMediaWHY (MOST)



SUCKS


SUCKS


There are two possibilities: 2. touch different points of your audience’s interest

2.


DearMediaWHY (MOST)



SUCKS


SUCKS


An extra opportunity is transforming your ‘obligated’ communication into attractive chunks of content.

ANNUAL REPORT

shopify.com/2014

For their 2011 report, Austria Solar literally showed readers the power of the sun, using specially

formulated inks that remain invisible until sunlight falls on

the page. Bold, minimalist graphics appear in a flash that

communicates exactly what the brand is about.

CSR

RECRUITING

GCHQ runs recruiting

ads within Xbox Live


http://shopify.com/2014

DearMediaWHY (MOST)



SUCKS


SUCKS


You have to think like a publisher


DearMediaWHY (MOST)


4. THE WRONG PEOPLE CREATE THE CONTENT


SUCKS


SUCKS


DearMediaWHY (MOST)



SUCKS


SUCKS


For many times, we’ve seen ‘creative’ agencies produce overpriced content that may win awards but isn’t effective at all.


DearMediaWHY (MOST)



SUCKS


SUCKS


Or content is considered as a obliged thing and assigned to people who are not the right people for the job.


DearMediaWHY (MOST)



SUCKS


SUCKS


Bottom line: You are not evaluating content correctly!

You either pay too much or too little. And in both ways, the wrong people are creating the content that is so important for the success of

your company’s communication strategy.


DearMediaWHY (MOST)



SUCKS


SUCKS


You’ve lost some battles, but the war isn’t over.

‣ Start hiring journalists (maybe some who got fired by traditional media companies).

‣ Be objective and cutting-edge. ‣ Generate quality content and evaluate yourself with some

criticism. If it’s just good enough, don’t do it. ‣ Give your company journalists one mission: build a loyal

audience that really believes what you say. ‣ And keep your traditional marketing or corporate

communication experts far away.


DearMediaWHY (MOST)



SUCKS


SUCKS


But… My brand…?


DearMediaWHY (MOST)



SUCKS


SUCKS


Your brand goes here


DearMediaWHY (MOST)



SUCKS


SUCKS

You have to be(come) a

media company



WHY MOST CONTENT MARKETING SUCKS


SUCKS


SUCKS

1. You’re creating content for the wrong reason Develop a strong strategy

2. You’re creating content for no reason at all Determine objectives & KPIs

3. You’re creating content that sucks Think like a publisher

4. The wrong people create the content Be(come) a media company


WHY MOST CONTENT MARKETING SUCKS


SUCKS


SUCKS

You are warned now, so don’t let this great opportunity get buried underneath the loads of content crap!



SUCKS


SUCKS

Do you need help with developing your content strategy?

We can help you!

CONTACT US

http://www.duvalunionconsulting.com/social-media-strategy/













@JCAUDRON @[email protected] [email protected]

JO CAUDRONManaging Partner

NICK VINCKIERExecutive Consultant

+32 475 43 80 98 +32 474 39 12 82

http://www.twitter.com/jcaudron

http://www.twitter.com/dadovanpeteghem

http://www.twitter.com/nickvinckier

mailto:[email protected]?subject=

mailto:[email protected]

WHY (MOST) CONTENT

MARKETING SUCKS!

why most content marketing sucks!

Marketing