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