the 'c' word: compelling content that speads
TRANSCRIPT
Content marketing...
creating and distributing valuable, relevant and consistent content to
attract and acquire a clearly defined audience –
with the objective of driving profitable customer action
1. Generate new leads!
85% of Google Searches are for information...only 10% of searches are specifically for products and
services.
(Toll, 2014)
Marriott...Red Bull of the Travel Industry
“The purpose is to create and establish original content as a key component of the company’s global marketing strategy. The studio will consist of three groups: a Creative agency, Entertainment and Live – all focused on developing multi-platform content to engage consumers across all screens and formats worldwide.”
4. To Tell Your Story...
What differentiated experiences are you creating?
CitizenM Hotels...
”where WiFi is a given, lobbies are like living rooms and guestrooms with free movies on demand are your home-away-from-home”
1. Tell Your Story Starting With The Basics...
What does your hotel have that people are looking for?
Content Style
Intriguing Titles
Text in Digestible Chunks
Use Images & Video to build customer confidence
On Brand
Avoid over SEO’ing!
Stop Trying To Appeal To Everybody!
Once you go to safe, corporate, watered down &
trying to appeal to everybody at once...be prepared to pay
for ads.
To Sum Up...
1. The Old Marketing Playbook is broken
2. You need a content strategy to attract customers & to make your other tactics work better
3. Create & Curate Relevant Content
4. Stop trying to appeal to everybody
5. Create content people want to consume & share
Once you go to safe, corporate, watered down & trying to appeal to everybody at once...be prepared
to pay for ads.