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A lot of content marketeers start on exiting projects only to encounter internal resistance, which slows down the momentum and leaves both the company and the marketeer with a fatigue. Avoid the bottlenecks pro-actively, overcome these pitfall by incorporating these 4 steps into your workflow & create a fertile environment for content marketing growth.
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SOCIAL MEDIA
DAY TWEETS
#SMDAYBE
PITFALLS TO AVOID IN CONTENT STRATEGY
That’s me!
@Koen_Verbrugge
HOPE YOU LIKE CONTENT?
Because that’s what we talk about today, me too.
@Koen_Verbrugge#SMDAYBE
DON’T WE ALL?
Social media marketing
Content marketing
Search engine marketing
STARTED DOING STARTED EARNING INDEPENDENT
THAT’S HOW MANY GOT STARTED
Did you run a Proof Of Concept/Campaign? How was your briefing?
NOT
SHARING
INFORMATION
& how they got
slowed down?
NOT SHARING
RESOURCES
& how they got
slowed down?
TOPIC
NO TOPIC
Slowed down, but
overrequested/unfocussed?
NO TOPIC
NOT SO SEXY
anymore
Isn’t the new toy asking
for a whole lot of work?
MONEY
NO MONEY
Why are we doing this
anyway?
Prioriteiten
NO PROJECT
PRIORITY
Let’s just keep it alive,
Comatized is a good idea.
THAT’S HOW MANY
GOT STUCK
1. Expectations are wrong
1. Content is just a check on the list. Just deliver and shut up.
2. You should save the world, with a keyboard & a connection.
Just don’t underdeliver.
2. Scope is vanity
1. Awareness, preference, leads, what is your goal?
2. What’s ‘the’ public? Who is important?
3. Data not understood
1. Investments are luxury / Needed after proven
2. No leverage to involve other silo’s, just talk about them
THAT’S HOW MANY
GOT STUCK
They like the idea of content,
…not the change that comes with
doing it effectively.
THAT’S WHAT WE ARE
TALKING ABOUT:
1. Avoiding pitfalls by selling as tool withpurpose, not a todo
2. 4 key points to be aware of whenworking in/with companies
3. A small 25 minute session withhighlights to take with you
4. This meant to make you aware & pro-active,
5. Use this information to evaluate yourmethod on both new and existingprojects
6. Q&A will happen by Twitter: @Koen_Verbrugge
Not talking about these:
Frequently Used Content Killers
1. Low engagement
2. Inconsistent messages
3. Wrong content types
4. Unoriginal content-topics
5. Slow company reactions
6. Not enough time, budget,…
7. Keyword driven non content
8. Infrequent updates
9. No call to actions
10.Content without a purpose
Symptoms ?OR
Problems?
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Great!
Grow your strategy
• Diversify involved business units
• Diversify marketing goals
• Become a conversation company.
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Someone is clueless
Educate the team:
Optimize skill and/or
attitude through small
project.
DIAGNOSE
YOUR PROJECT
How high did you score on the F.U.C.K.’ed-test?
Your company is clueless
Problem = Persons & culture.
@Koen_Verbrugge#SMDAYBE
YOU COULD READ TOM
FISHBURNE ALL DAY
Let’s go back, back into project development
OR YOU COULD MAKE A DIFFERENCE
Breaking into silo’s
Vanity projects
Creating work building Collaboration (Skills & understanding )
CONTENT BREAKS INTO
COMPANY STRUCTURES
Build for war in times of piece:
Prepare this war from the start.
BECAUSE
NO GOALS…
NO GOALS
≠ NO EVALUATION
WE NEED TO THINK
COLLABORATIVE FROM START
(even when momentum doesn’t ask for it, yet)
CREATE FERTILE
GROUNDS
1
1. Use a greater goal endorsed
by management.
2. Sell the tool to a business unit
with their input/benefit.
3. Involve them in optimization &
worth.
4. Change is hard: make it
snacksnized & emotional
3
A lot of companies are build on silo’s competing
Kill zone
TREAT STAKEHOLDERS
AS PUBLIC, CONTENT AS TOOL
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data
Everybody in your company
allready has work:
Not for you,
Not for readers,
Not for googl’ers or
facebookers.
Can you understand this?
THIS IS YOUR
PROBLEM
We’ll bring more visitors by adding share buttons
& YOU ARE HIS
PROBLEM
We’ll bring more visitors by adding share buttons
Share buttons slow the site down, lowering
conversions
THEY HAVE NOTHING
TO DO WITH THIS
THIS DISCUSSION
WILL LEAD TO THAT
We need to sell
content strategy
in engaging,
useful &
relevant
ways.
DON’T SAY…
I need content for Facebook fans.
Say ‘If we need to reach a new audience, we could use facebookas a communication channel. This will require a type of content that we’ll need to produced.
Or‘If we want to retain an existing audience, we could usefacebook as a communication channel. This will require a type of content that we’ll need to produced.
Goal = Not relevant
Always start with a
common goal
A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … define contexts of teamwork
4. … are meaningful for every level
5. … are based on legitimate data
6. … are easy to understand
7. … lead to action
A METRIC IS A KPI IF
METRICS..
1. … echoe a strategy/organizational goal.
2. … are decided/backed by management.
3. … define contexts of teamwork
4. … are meaningful for every level
5. … are based on legitimate data
6. … are easy to understand
7. … lead to action
@Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get “Buy-In” from stakeholders
3. Measure worth
4. Don’t use only data
@Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Serving customers,
Improving products,
Getting revenues.
Don’t give work,
Work with them
@Koen_Verbrugge#SMDAYBE
FIND GOALS OF
OTHERS
HELP THEM GROW
Reach new audiences
Grow top of mind
Differentiate your product
Convince
Retain customers
…
HELP GET EFFICIENT
Automate storytelling
Research market
Improve product/service
utility
Improve inteligence
sharing
…
TREATH THEM AS
PERSON(A)S
START ABOUT
Challenges
Experiences
Skills
Knowledge
Objectives
LOOK FOR
Hidden agenda’s
Weaknesses
Emotional history
Hangups
TAKE NOTES
Impressions
Personality traits
Sticking points
Interests & concerns
Go in depth
How big is the opportunity in seo/social &
content for relevant user needs?
BUILD YOU COMMON
MONSTERS & WEAPONS
Do we have the content/ authority to capture the
opportunity? Who is winning & why?
Which departements are involved in what way?
SURE YOU WILL FIND
SOMETHING…
CATER SOLUTIONS TO THEM AS
YOU WOULD CATER TO READERS
Identify need + appeal to person
1. Help them realise solutions
2. Collaborate on solution
3. Make it easy to convert
4. Give them something to win,
not something extra to do
Sell a solution relevant to their job , situation & personality,
it’s what content marketeers do
Nobody works for
content,
but content can work
for everybody.
If you prove efficiency
Your business
case/worth
@Koen_Verbrugge#SMDAYBE
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data
@Koen_Verbrugge#SMDAYBE
Everybody in your company
allready has work:
Reading papers,
Responding to mails,
Updating projects.
Don’t give’m noise,
show them their results
WE WILL MEASURE
OUR ‘GEEK’-METRICS
Create brand awareness & loyalty, through online authority.
Build social media audiencesFor earned media & dialogue between brand & consumer.
Better conversion ratio’s on you site by influencing buying behavior & differentiatingproducts.
Boosting Google rankings & visitors, because of updated, unique
& linkable content.
Optimize Engagement’, with longer time on site,
click through, conversion & engagement rates
Reach a broad public Through different platforms
by distributed content
Revenu
&
reputatie.
@Koen_Verbrugge#SMDAYBE
THAT IS HOW WE OPTIMIZE
CONTENT MARKETING
= Creation and distribution of
relevant content that adds value to
the lives of the people it has been
crafted for.
@Koen_Verbrugge#SMDAYBE
NOT HOW WE MARKET
CONTENT MARKETING
≠SEO
≠SOCIAL MEDIA
≠ONLINE MARKETING
= Acquisition, engagement &
conversion of different segments
for specific goals. Common goals.
@Koen_Verbrugge#SMDAYBE
BUT WE WILL NOT REPORT
THOSE TO MANAGEMENT
KPI’s evaluate the business purpose
Strategy defines important KPI’s.
Metrics is what we measure daily.
We plan for business
We optimize on metrics
@Koen_Verbrugge#SMDAYBE
METRICS SERVE A
PURPOSE
Report based on purpose/personality of stakeholders
Optimization parties :
Ask yourself: which & why
Don’t share your metrics, share theirs (automaticly by GA)
Use special interest & vanity (you content/product did)
Managing parties:
Is it working,
Are their actions/solutions
C-level
Are we reaching objectives
Who is leading, where is the bottleneck
4 STEPS TO SUCCES
1. Create understandable goals
2. Get Buy-in from stakeholders
3. Measure worth
4. Don’t use only data
A BOOK THAT
HELPED ME:
ELEPHANT AND
RIDER
DIRECT THE RIDER
MOTIVATE THE
ELEPHANT
SHAPE THE PATH
MAKE A SWITCH
Direct the rider
Find what works
Script proper actions
Picture the horizon
Motivate the elephant
Find the motivating feeling
Shrink change
Grow skills
Shape the path
Tweak environment
Build habits
Rally the herd
Practice makes perfect, guidelines only speed up the process
IN CONCLUSION
LAUNCH CONTENT IN
A SUCCESFUL WAY
1. Find a greater benefit: Align your goal with the company/department goal
2. Sell the tool, not the work: Get stakeholders on board for a common goal/enemy
3. Report the worth: Report differently to different stakeholders
4. Data won’t do: Don’t only speak on data: Rationalise, motivate & shape roadmaps
Bonus: Create momentum by small wins, not big vanityprojects (they are traps)
NEED HELP?
KLUWER
OPLEIDINGEN
Social selling
2 half days for the modern B2B salesmen: fromframework to launch
DIGITAAL
PLAN
Digital strategy: Research & plan
relevancy through digital
Koen Verbrugge
ARTEVELDE
HOGESCHOOL
Content marketing 101
4 half days on content marketing goals, planning, doing & measuring