the future of content is not marketing alone: why content ... · “by 2021, the term ‘content...
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The Future of Content is Not Marketing Alone: Why"Content Marketing" Will Be Defunct Soon
Mirko Lange
Content Strategist, Blogger, Founder and CEO, Scompler
Strategic Content Marketing (SCOM)
From marketing instrument to management discipline
Mirko Lange, Scompler
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Mirko Lange, Founder of Scompler
Original : State Examination in Law, further education PR specialst
Since 1995 PR-Consultant and agency owner
Since 2013 only strategy consulting and software development
„SCOM“ = Methodolgy, „SCOMpler“ = Content Mangagement Platform
About 100 consulting mandates for "Content Strategy" since 2013
About 1,000 course participants as lecturers at various universities
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Ein „Newsroom“ ist ein häufiger Anwendungsfall (5 bis 100 Anwender)
Scompler Newsroom bei der SUVA
Scompler Newsroom bei Nestlé
Scompler Newsroom bei der Basler Kantonalbank
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This is how it looks from the customer's perspective
Your content could be here
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It‘s complicated
Dramatic development in the past 5 years
Completely jammed channels
Media change and ad rejection
Ever more specific requirements
Ever faster developments
Less and less attention
Your content could be here
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How to deal with it?
The desperate search for the way out
Paid Media! (Native Ads, Facebook Ads, Pinterest, …)
Influencer! (Influencer Marketing, Corporate Influencer, …)
Skalierung! (Bots, AI, Programmatic, …)
Snackable! (Visual Microcontent, …)
Emotion/Sensation! (AR, VR, Video, …)
Data! (Marketing Automation, Analytics, …)
…
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Is that the PISSED model now?
The desperate search for the way out
Paid Media! (Native Ads, Facebook Ads, Pinterest, …)
Influencer! (Influencer Marketing, Corporate Influencer, …)
Skalierung! (Bots, AI, Programmatic, …)
Snackable! (Visual Microcontent, …)
Emotion/Sensation! (AR, VR, Video, …)
Data! (Marketing Automation, Analytics, …)
…
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From "Content Marketing" to "Marketing Content"
“Magic Quadrant for Content Marketing Platforms”, 27 March 2018
"75% of the one hundred best global consumer brands will lose 20%
of their brand value by 2020 due to declining brand awareness and
loyalty."
“By 2021, the term ‘content marketing’ will be defunct as
all marketing content rises to high quality expectations of
attention-limited audiences.”
“By 2020, 90% of brands will practice at least one form of marketing
personalization. However, content — not data — will be the
bottleneck and primary cause of failure.”
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“Content will be the bottleneck and primary cause of failure …”
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“Content will be the bottleneck and primary cause of failure …”
more and more content
more and more formats
more and more channels
Personas and Sales Funnel
complex internal structures
more and more coordination effort
CONTENT IS BECOMING SIGNIFICANTLY MORE COMPLEX:
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“Content will be the bottleneck and primary cause of failure …”
SEO
Email marketing
Social media
Corporate publishing
Corporate Communications / PR
HR and Employer Branding
Support etc etc. etc.
AND THAT CONCERNS THE WHOLE COMPANY.
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“Content will be the bottleneck and primary cause of failure …”
„Omni Channel“
„Customer Journey“
„Sales Funnel“
„Touchpoint Management“
„Content Sharing“
„Campaigning“
„One message“
AND IT‘S MORE AND MORE „THE TEAM“
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“Content will be the bottleneck and primary cause of failure …”
AND CAUSE MORE AND MORE MONEY GOES INTO CONTENT:
How does "content" effectively contribute to business success?
How do we control the quality of content?
How do we dismantle silos and improve cooperation?
How can we reuse good content?
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But you can't go on like this forever.
Loss of effectiveness!
Higher costs!
Actionism!
Be driven!
Fragmented actions!
Competitive disadvantage!
PUTTING YOUR HEAD IN THE SAND DOESN'T HELP!
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But what do all (or most) of us do instead?
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We all produce a lot of powerful content - just pretty unstructured.
Landingpages
Sales Postings
HR PostingsImage Videos
Manuals
Mailings
Produkt Videos
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Cat Content
And we are doing a lot to nurture, care and grow this content
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And then we'll assign that to the channel owners?
Online-Marketing
HR
Support
SEO
MarketingContent
Marketing
Online-Marketing
PR
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In the best case, everyone has their own editorial plan (in Excel).
Online-Marketing
HR
Support
SEO
MarketingContent
Marketing
Online-Marketing
PR
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Better cluster and network content into strategic topics!
Cross-silo!
Omnichannel!
Networked!
Connected!
Topic-centered!
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Topic 3Topic 2
Topic 5Topic 5
Topic 9Topic 8
Topic 1
Topic 4
Topic 7
And then connect it to one core story: From “what?” to “why?”
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"Like a girl" rather than"sanitary towels"
"This time is yours" instead of "ride the train"
“You‘re more beautyful than you think” rather than “Skin Care”
“Thrill” rather than“Energy Drink”
“Breaking conventions” rather than “Elektronikgeräte”
"Experience the world" rather than "Mitwohnzentrale"
„Bei Technik-Fragen Tech-Nick fragen“ anstatt „Electronic Dealer“
„Home away from home“rather than „Café“
"Pioneering begins with curiosity" rather than "Pharma"
One of the central questions: From channel to story!
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One of the central questions: From channel to story!
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That's the way it usually looks today:
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingBrand
ManagementInternal
Communication
CorporatePublishing
Channels / Teams:
Any product topic
Another product topic
A Corporate Topic
A spontaneous idea
Another Corporate Topic
A great study
Another sponatious idea
Which one also still ...
…
Topics
Topics emerge spontaneously and
as needed
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That's the way it usually looks today:
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingBrand
ManagementInternal
Communication
CorporatePublishing
Channels / Teams:
Any product topic
Another product topic
A Corporate Topic
A spontaneous idea
Another Corporate Topic
A great study
Another sponatious idea
Which one also still ...
…
Topics
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Juni
No
Didn‘t know
Didn‘t know
August
No
September
Didn‘t know
Juni
No
Didn‘t know
März
No
Didn‘t know
Didn‘t know
No
Content productionin silos
That's the way it usually looks today:
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingBrand
ManagementInternal
Communication
CorporatePublishing
Channels / Teams:
Any product topic
Another product topic
A Corporate Topic
A spontaneous idea
Another Corporate Topic
A great study
Another sponatious idea
Which one also still ...
…
Topics
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Juni No No Januar MärzDidn‘t know Didn‘t know Didn‘t knowSept.
Mai.Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know Didn‘t know
Individual topics areinadequatelycoordinated
Where we want to go instead:
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Where we want to go instead:
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingMarken-führung
InterneKommunikation
CorporatePublishing
Channel:
Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Topic 6
Topic 7
Topic 8
…
Topic:
Clear Topic Architecture
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Where we want to go instead:
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingMarken-führung
InterneKommunikation
CorporatePublishing
…
Juni No Juni No NoJuni Juni Juni Juni
Coordination via all relevant channels
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Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Topic 6
Topic 7
Topic 8
Channel:
Topic:
Topic management using Wirecard as an example
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Topic management using Wirecard as an example
„Payment should never bother again“The Core Story
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Topic management using Wirecard as an example
„Payment should never bother again“
Removing hurdles forconsumers
New opportunities through payment …
Reduce costs and effort internally
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The Topic Categories
The Core Story
Topic management using Wirecard as an example
„Payment should never bother again“
„Ali Pay“ „Omni Channel“ …„Contactless Payment“
Removing hurdles forconsumers
New opportunities through payment …
Reduce costs and effort internally
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The Topic Categories
The Core Story
The Topics
Topic management using Wirecard as an example
„Payment should never bother again“
Die Themenfelder, z.B.:
Die Leitidee / Core Story, z.B.:
Die Themen, z.B.
Persona 1 Persona 3 Persona 4Persona 2Die Stories, z.B. (According to life situations, personas, sales funnel):
Removing hurdles forconsumers
New opportunities through payment …
Reduce costs and effort internally
„Ali Pay“ Omni Channel …Contactless Payment
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Topic management using Wirecard as an example
„Payment should never bother again“
WHY? Sales loss in Europe with Asians
WHAT? The WirecardSolution
USE: Case Studies and Product Manuals
HOW? How toImplement Ali Pay
Removing hurdles forconsumers
New opportunities through payment …
Reduce costs and effort internally
„Ali Pay“ Omni Channel …Contactless Payment
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The Topic Categories
The Core Story
The Topics
The Stories(According to life situations, personas, sales funnel):
Topic management using Wirecard as an example
The Content-TypesStudy Facebook Posts PresentationsPress Release
Landingpages LinkedIn Post Article IntranetInfo graphics
„Payment should never bother again“
The Topic Categories
The Core Story
The Topics
WHY? Sales loss in Europe with Asians
WHAT? The WirecardSolution
USE: Case Studies and Product Manuals
HOW? How to Implement Ali Pay
The Stories(According to life situations, personas, sales funnel):
Removing hurdles forconsumers
New opportunities through payment …
Reduce costs and effort internally
„Ali Pay“ Omni Channel …Contactless Payment
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And now it's going into the channels
Social Media
SEOPublic
RelationsCustomer
ServiceDemand
GenerationDigital
MarketingMarken-führung
InterneKommunikation
CorporatePublishing
Channels:
Topic 1
Topic 2
Topic 3
Asia-Pay
Topic 5
Topic 6
Topic 7
Topic 8
….
Topics:
StudyFacebook Posts
Press ReleaseInfo graphicsLandingpages
LinkedIn PostArticle Intranet
Presentations
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And of course you should manage the quality of every single content then …
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Quality management is one of the most important factors in the entire process. And that applies to any kind of content.
But it comes at the end of a strategic process where we define themes, turn themes into stories and define the right content types for each story.
A holistic understanding of „Content“ quality
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What is the matter of "content“?
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What is the matter of "content“?
The Container The Matter
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Why do we have so many containers – for always the same water?
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Why do you think that is? The distribution!
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How do we define the "quality" of the actual water?
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“Quality” means that the product meets the needs – and that’s the benefit!
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No Natrium
No carbonic acid
Big bottle (1.5 l)
Leightweight bottle
Super market
The matter
The container
The distribution
A lot of minerals
Carbonic acid
Small bottle (0.5 l)
Rubust bottle
Vending machine
The matter
The container
The distribution
Also in content it‘s always about the benefit
Benefit
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We also have to take care of „Matter, Presentation and Distribution“
Distribution
Container Matter
Benefit
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But let‘s replace „Container“ with „presentation“ here (or „staging“)
Distribution
Presentation Matter
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Benefit
The central levers of content marketing
Distribution
Presentation Matter
e.g. new data, facts and insights
e.g. imparting knowledge and expertise
e.g. orientation in decisions
e.g. effort for influencer outreach
e.g. effort for individual targeting
e.g. creativity of implementation
e.g. use of multimedia elements
e.g. effort & effort for production
e.g. protagonists and celebrities
e.g. variation of content/channels
e.g. size of the media budget
e.g. pointing out new connections
e.g. quality of the SEO
e.g. provocation and topicality
e.g. creation of a content brand
e.g. Authentic Commitment ("CSR")
e.g. UX / structure of the platform e.g. accessibility / findability
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Benefit
How we set the priorities is a question of strategy: Let’s take an FMCG product
Distribution
Presentation
Mattere.g. high engagement
e.g. emotional Involvement
e.g. excitement and Stimulance
Objectives:
e.g. Sympathy and Image
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Or let‘s look at a B2B company
Distribution
Presentation
Mattere.g. Thought Leadership
e.g. Innovation Leadership
e.g. Reputation and Trust
Objectives:…
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Or finally a big brand
Distribution
PresentationMatter
Objectives::-e.g. create large reach
e.g. being omnipresent with a brand
e.g. generate a lot of traffic
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I want to close with one of the first charts – from Gartner
“Magic Quadrant for Content Marketing Platforms”, 27 March 2018
"75% of the one hundred best global consumer brands will lose 20%
of their brand value by 2020 due to declining brand awareness and
loyalty."
“By 2021, the term ‘content marketing’ will be defunct as
all marketing content rises to high quality expectations of
attention-limited audiences.”
“By 2020, 90% of brands will practice at least one form of marketing
personalization. However, content — not data — will be the
bottleneck and primary cause of failure.”
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Conclusions
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It‘s not only „One Voice“. It‘s also about „One Story“. Every piece of content should tell one core story.
Always start your story with „why?“. This determines the benefit. And it's all about the benefits!
For your content you need a "product management" - here it means "topic management“ (and structure).
Content does not only concern individual departments - content affects virtually everyone in the company
Content is team play and a joint effort. Central management is needed!