SHARINGis CARING

Katie Canton

Head of Social Media

www.birddog.co.uk

@katiecanton

People Only Share Content They Care About

So How Do You Make Them Care?

Content Marketing

B2B marketing is now all about

Content Marketing.

Content Marketing

Which is actually alright...

Content Marketing helps to achieve a number

of business goals.

Content Marketing

Content Marketing

BUT Content Marketing only works if you

have…

A. B.

ContentPeople

Sharing It

Content Marketing

By now, you should have content. The

problem? Nobody’s sharing your content.

Q. How do you get them to shareyour content?

A. They need to care about it.

Sharing is Caring

Think about the last piece of content you

shared. Why did you share it?

Sharing is Caring

According to Jonah Berger, there are

6 reasons people share stuff.

Sharing is Caring

It makes you look good It tells a story

It gives practical value

It’s emotional

People are sharing it You’re triggered

Sharing is Caring

It makes you look good It tells a story

It gives practical value

It’s emotional

People are sharing it You’re triggered

Sharing is Caring

So, in order for people to share your content,

they first have to care about it.

Q. How do you make them care about your content? A.

Wrong question.

Making Them Care

It’s never a good idea to make the audience do

something.

Making Them Care

That may work in B2C

Making Them Care

That may work in B2C, but we’re B2B!

Making Them Care

Our sales cycles are longer, our prices are

higher and our audiences are smarter!

Q. How do you make contentthat they’ll care about? A.

Good question. Glad you asked!

Making Content

+ 1 Little Bonus Tip

Be Selfish

1.

Be Selfish

Think about what you care about.

Be Selfish

You care about your family, friends, career,

pets, your football team, your next holiday…

Be Selfish

You, you, you, you.

Gosh, you lot are selfish.

YOU YOUYOU

YOUYOU YOU

Be Selfish

So is your audience.

What’s in it for them?

Be Selfish

Your content needs to clearly (and quickly) let

the audience know what’s in it for them.

Be Selfish

Because that’s all they care about.

Selfish Bastards!

Be Selfish

Tip 1: Be selfish. Your audience is selfish.

Content must clearly and quickly benefit them.

#sharingiscaring #B2Bconf via @katiecanton

Be Focused

2.

Be Focused

Don’t be everything to everyone.

Be Focused

Make each piece of content focused on one

thing.

Be Focused

Share one interesting story. Solve one problem

for one part of your audience.

Be Focused

Keeping content focused makes it easier to

consume and keeps it relevant.

Be Focused

Bonus Benefit: Focused content helps fill out

your content calendar

Be Focused

Tip 2: Be focused. Each piece of content

should have one purpose, one benefit, one

audience. #sharingiscaring #B2Bconf via

@katiecanton

Be Accommodating

3.

Be Accommodating

Don’t forget about the masses.

Be Accommodating

As you’re making your very selfish content for a

very specific audience…

Be Accommodating

Make sure you’re doing that for each of your

audience segments.

Be Accommodating

Good content marketing should reach everyone

you want to reach.

Be Accommodating

Not just the geeks with a Twitter account.

Be Accommodating

Create content that accommodates your

audiences preferences.

Be Accommodating

Some people only share blogs, some only

whitepapers, some just vines or tweets.

Be Accommodating

So, do the research. Find out what your

audience likes. Then create that.

Be Accommodating

Bonus Benefit: Creating content in multiple

forms helps keep your channels populated.

Be Accommodating

Tip 3: Be accommodating. Create content in

various forms to appeal to your audiences

preferences #sharingiscaring #B2Bconf via

@katiecanton

Be Shockingly Creative

4.

Be Shockingly Creative

You need to grab their attention.

Immediately.

Be Shockingly Creative

That’s 74 gigabytes of data. That’s 9 DVDs

worth. Every day.

By 2015The

Average

Person

Will be exposed to

15.5 hoursof content per day

http://www.marshall.usc.edu/faculty/centers/ctm/research/how-much-media

Be Shockingly Creative

That’s what your content is competing with.

You need to stand out. How?

Be Shockingly Creative

You need to be creative.

Shockingly creative.

Be Shockingly Creative

Not this kind of shocking.

No gimmicks.

Be Shockingly Creative

This kind of shocking. Creativity stands out.

It’s what people remember.

Be Shockingly Creative

Your audience can’t care about content they

can’t remember.

Be Shockingly Creative

Tip 4: Be shockingly creative. Bust through the

noise, get creative, create memorable content.

#sharingiscaring #B2Bconf via @katiecanton

Be Storytellers

5.

Be Storytellers

Remember Jonah Berger?

He said that people share stories.

Because people care about stories.

Be Storytellers

After a presentation like this, only 5% of you

will remember the stats listed.http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html

Be Storytellers

But 63% of you will remember the stories.

http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html

Be Storytellers

So, tell a story with your content.

Be Storytellers

Tell your brand story.

Be Storytellers

Tell a customer story.

Be Storytellers

Most companies are sitting on a mountain of

stories, start sharing them!

Be Storytellers

Tip 5: Be storytellers. People care about

stories so make sure your content tells a story.

#sharingiscaring #B2Bconf via @katiecanton

Sharing is Caring

What have we learned so far?

Sharing is Caring

In order to get people to share your content, they need to care about it.

Sharing is Caring

You can’t make people care about your content, but you can make content that people will care about.

1. Be Selfish

2. Be Focused

3. Be Accommodating

4. Be Shockingly Creative

5. Be Storytellers

Sharing is Caring

Sharing is Caring

You need to apply these 5 rules to your content

strategy. Use the checklist.

Bonus Tip

6.

Bonus Tip

Make it easy for your audience to share

your content.

Bonus Tip

Remember these tweets from throughout the

presentation?

Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them.

#sharingiscaring #B2Bconf via @katiecanton

Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience.

#sharingiscaring #B2Bconf via @katiecanton

Tip 3: Be accommodating. Create content in various forms to appeal to your audiences

preferences #sharingiscaring #B2Bconf via @katiecanton

Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content.

#sharingiscaring #B2Bconf via @katiecanton

Tip 5: Be storytellers. People care about stories so make sure your content tells a story.

#sharingiscaring #B2Bconf via @katiecanton

Bonus Tip

Those were there to make it as easy as

possible for you to share this content.

Tip 1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them.

#sharingiscaring #B2Bconf via @katiecanton

Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience.

#sharingiscaring #B2Bconf via @katiecanton

Tip 3: Be accommodating. Create content in various forms to appeal to your audiences

preferences #sharingiscaring #B2Bconf via @katiecanton

Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content.

#sharingiscaring #B2Bconf via @katiecanton

Tip 5: Be storytellers. People care about stories so make sure your content tells a story.

#sharingiscaring #B2Bconf via @katiecanton

Bonus Tip

Because this presentation is my content and

B2B marketers are my audience.

Thank Youkatie@birddog.co.uk@katiecanton@birddogb2b

www.birddog.co.uk#sharingiscaring