how to simplify context and build trust in content marketing - paul feiner
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HOW TO SIMPLIFY CONTEXT AND BUILD TRUST IN CONTENT MARKETING
Paul Feiner | @PaFein
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7 OUT OF 10 BUSINESSESARE PRODUCING MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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BUT AS MORE MARKETERS TAKE THE LEAP TO INVEST IN CONTENT MARKETING...
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CONSUMERS CHANGE FASTER THAN BRANDS ADAPT
1 billion+
1 Billion+
240m
280m2013 MEDIA USAGE
WHERE CONSUMERS AREWHERE BRANDS HAVE EXPERTISE
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SO MANY DIFFERENT TOOLS & PLATFORMS...
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DIFFERENT SCREENS FOR EVERY CONTEXT
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AND A RAPIDLY CHANGING DECISION PROCESS
Picture from : “ZMOT. WINNING THE ZERO MOMENT OF TRUTH” By Jim Lecinski/Google :http://www.zeromomentoftruth.com
Traditional 3-step Mental Model Average purchase decision now requires 10+ sources
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IT’S NO WONDER SO MANY BRANDS STRUGGLE TO
PRODUCE CONTENT AUDIENCES VALUE.
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it’s a lot to think through.it’s a lot to think through.
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BUT 7 OUT OF 10 MARKETERSWILL PRODUCE MORE CONTENT
THIS YEAR THAN LAST.
http://www.marketingprofs.com/charts/2013/11873/2014-b2c-content-marketing-benchmarks-budgets-and-trends
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WHY?WHY?
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“Content marketing is perhaps alone in its
ability to be a successful endeavor at
every phase of the customer lifecycle.”
-JAY BAER-JAY BAER
http://www.convinceandconvert.com/convince-convert-news/why-content-marketing-matters-to-me-and-should-to-you/
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BUT WHAT ARE THE RISKS OF GETTING CONTENT & CONTEXT WRONG?
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content
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CONSUMERS & PLATFORMS WILLFILTER YOU OUT
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CONSUMERS’CONSUMERS’
YOU’LL WASTE
TIMEYOURSYOURS
BUDGET MEDIAMEDIA
PRODUCTIONPRODUCTION
RISKS
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BUT THE BIGGEST RISK IS...
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YOU WON’T BUILD TRUST.YOU WON’T BUILD TRUST.
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TRUST WITH TRUST WITH
STAKEHOLDERS
CONSUMERS
ALGORITHMS
STAKEHOLDERS
CONSUMERS
ALGORITHMS
[ ] [ ]
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“The most important question in marketing is..."
“Do they trust me enough to believe my promises?”
“Without that, you have nothing.”
-Seth Godin-Seth Godin
http://sethgodin.typepad.com/seths_blog/2014/02/the-most-important-question.html
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WAYS TO SIMPLIFYCONTEXT AND CREATE
CONTENT THAT BUILDS TRUST
WAYS TO SIMPLIFYCONTEXT AND CREATE
CONTENT THAT BUILDS TRUST
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On Content Marketing
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
- Jim Cuene- Jim Cuene
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DEFINE A CLEAR & VALUED AUDIENCETHAT SHARES YOUR PURPOSE.
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A WISE CREATIVE FILTER
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• USE FACEBOOK GRAPH SEARCH TO BEGIN PROFILING AUDIENCE
• HELP THAT AUDIENCE
• MN SEARCH MARKETERS LIKE...
• CONTRARIAN THINKING
• GLADWELL + VONNEGUT
• LOCAL & INDEPENDENT
• BEER
• MUSIC
• SATIRE
• The ONION + JON STEWART
BUILDAUDIENCESEGMENTS
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WHAT CONTENT SHOULD YOU CREATE?
CONTENT YOU
CAN DELIVER
RIGHTAUDIENCEVALUES
HASBUSINESS PURPOSE
IgnoredPoor ROI
Can’tProduce
This*
*Assumes content is search-optimized and ties back to business purpose.
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AWARENESSAWARENESS RESEARCHRESEARCH PERSUADEPERSUADE BUYBUY REFERRALREFERRAL
OUR GOALOUR GOAL
FILL CONTENT GAPS FOR YOUR AUDIENCE’S DECISION JOURNEYPersona Type
CUSTOMER GOALCUSTOMER GOAL
CONTENT CONSUMEDCONTENT CONSUMED
WHERE / HOWWHERE / HOW
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EXAMPLES FROM THE WILD
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• YOUTUBE CONTENT FOR SPECIFIC HEALTH ISSUES
• PERSUADES RESEARCHER
• TRUSTED AUTHORITY
• SHORT, EASY TO PRODUCE VIDEOS
• ANSWERS RENEWING QUESTIONS
THEMAYO CLINIC
28https://www.youtube.com/watch?v=iJ9bv7jx-Ls
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• MICROSITE CONTENT
• PERSUADES SKEPTICS & EMBOLDENS BRAND DEFENDERS
• CHANGING THE CONVERSATION
• ANSWERS QUESTIONS
• RESTORING TRUST
McDonald’sCanada
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http://yourquestions.mcdonalds.ca/
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• DIVERSE CONTENT FOR ADVANCED FACEBOOK MARKETERS
• AUTHORITATIVE
• FREQUENT
• TRUSTWORTHY CONTENT WITH INCREASING NEED
Jon Loomer
30http://www.jonloomer.com/
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PERSONAL EXAMPLES
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I LOVE MINNESOTASPORTS
• SELF-CREATED JUNE LAST
YEAR
• FACEBOOK FIRST
• ACTIVE COMMUNITY
• SHARED PASSION & PURPOSE
• SENSE OF PLACE
• CURATION & CONVERSATION
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SHARED MEMORIES SHARED LOYALTY SHARED DEBATE SHARED PAIN
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GOKART’S CURATED E-MAIL
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LAB NOTES
• WEEKLY CURATED E-MAIL
• FOR CURRENT & POTENTIAL CLIENTS
• SCANNABLE
• NEW BIZ DRIVER
• CURATION & CONVERSATION
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QUICK
OUR VOICE HELPS TELL LARGER STORY
AUTHORITATIVE CURATION
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“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
“It's just marketing.
1. Have a clear brand purpose.
2. Find a clearly defined audience that cares as much as the brand does.
3. Tell great stories
4. Tell them where they'll matter most.”
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PAUL FEINERCONTENT STRATEGIST @PaFein
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Thank you.
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WE GROW BUSINESSES Dream big. Implement Small. Invent now.
Bet the garden, not the farm.
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