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Why (Most) Content
Marketing is Crap!
!
(and what to do about it)
!May 2014
[email protected] @jcaudron
00 32 475 43 80 98
@jcaudron
Jo Caudron °1968
Founder & CEO
Digital Consulting Firm
Co-Founder
Social Media Campaigning Platform
@jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron, currently we are 6 consultants
• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...
• We work for large European clients
@jcaudron
Our Field of Activities
• Dit voorstel is gebaseerd op de emails en schriftelijke briefing “Offerte-aanvraag: workshop ‘online programma’ Partena”
• Partena vraagt aan de biedende partijen om een 1-dag workshop te faciliteren.
• Het doel van deze workshop zou zijn om de online/social/mobile strategie scherp te stellen voor Partena 2012-2014
• DearMedia heeft eerder al laten weten dat een 1-dag workshop tot de mogelijkheden behoort, maar dat de gevraagde resultaten te uitgebreid zijn om dit op 1 dag te realiseren. Dit inzicht is gebaseerd op onze jarenlange ervaring in vergelijkbare trajecten in binnen- en buitenland.
• Als tussenoplossing stellen we voor om
- een korte termijn traject van een beperkt aantal workshops op te zetten waarin de basis-vragen van Partena worden afgedekt
- optioneel een vervolgtraject aan te bieden dat ook Partena verder klaarmaakt op vlak van digitale, sociale en/of mobiele media strategie en concepten.
• In het schema op de volgende slide schetsen we onze totale methodologie die we gebruiken
- als basis voor de korte termijn workshops
- ter illustratie van het optionele vervolgtraject
!Digital Transformation Modeling:
Digital impact on traditional communication, media, business, ...
Online Social
Mobile & Tablets
Future Media & Marcomm
@jcaudron
Coming Soon
@jcaudron
Reasons why (most) Content Marketing is
crap
@jcaudron
Media are transportation tubes to bring messages
from A to B in order to influence people’s opinions.
!And media need content to
disguise the messages.
@jcaudron
Traditional media are eroding. Their future is uncertain.
!Brands are looking for
alternatives to bring messages across.
@jcaudron
Exit 1: the web !
“if we build it, they will come”.
!Not.
(if we want them to come we still need to buy their attention …)
@jcaudron
Exit 2: Social Media !
“people love us, they will share everything we say, everything will go viral”.
!Not.
(even the best brands only reach a small fraction of their client base via
social media. Having clients share something remains quite a challenge, even for the best-in-
class-brands)
@jcaudron
Exit 3: Content Marketing
!“Let’s create great
content and everyone will want to read this”.
!Not.
@jcaudron
Why Content Marketing is
Crap.Reason 1
What problem are we actually solving here?
!Don’t believe the hype.
@jcaudron
Transparency Accountability
Proximity Responsiveness Bi-directional Humanization Authenticity
The Glass House
Relationship
Monolithic vs. atomic
APPification Long Tail
Personalized Experience
Speed Price
(Self-)service Scalability
The Package
Product, Service & Packaging
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Position in the value
chain
New gatekeepers Recommendations
"Good is good enough"
Ambassadorship
The Gatekeeper
Opinion making
The Traveller
Place Utility
Empowered self Delivery fulfillment
New way of working
Contextual awareness Real-time
Location & Place
The Participant
Community Gamification Collaboration
The power of the crowd
Community
The Cyborg
Internet of things Wearables
Quantified self Robotics
Data Monitoring
Progressive Technology
Why should brands be interested in content?
@jcaudron
Why Content Marketing is
Crap.Reason 2
Because we have no strategy that justifies content marketing as a
tactical instrument.
Why? Why? Why? Why? Why?
“Because we want to (re)connect to our audience in a direct way in order to influence
them to buy our stuff ”
@jcaudron
Why Content Marketing is
Crap.Reason 3
Because most content is just
wrong.
@jcaudron
There is more to content than you typically master.
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment (media)
Utility, Functional &
Service
Emotional
@jcaudron
There is more to content than you typically master.
Reality check: Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment (media)
Utility, Functional &
Service
Emotional
What does really engage our audience?
@jcaudron
There is more to content than you typically master.
Reality check: Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment (media)
Utility, Functional &
Service
Emotional
What does really engage our audience?
What do we actually have?
@jcaudron
There is more to content than you typically master.
So what do we do?
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment (media)
Utility, Functional &
Service
Emotional
We make this look like that :-(
@jcaudron
Why Content Marketing is
Crap.Reason 4
Because the wrong people are creating
it for the wrong reasons.
@jcaudron
@jcaudron
@jcaudron
Doing it right.
It all starts with strategy
Why? (x5)
What?How?
@jcaudron
Why? (x5)
What?How?
“Because we really have our reasons”
!(connect to people, claim
thought leadership, strengthen loyalty, build the
image, …)
@jcaudron
Why? (x5)
What?How?
Claim a content area that really makes the
differences, that can build a real and loyal audience.
!You need a positioning like other
traditional media-brands have. !
They are now your competitor (and you might even
outlive them).
@jcaudron
Why? (x5)
What?How?
By becoming a publisher
@jcaudron
By becoming a publisher
✓ hire journalists that got fired by the traditional media
✓ objective and cutting-edge
✓ quality and criticism
✓ if it is not neutral and strong, don’t do it
✓ give them one mission: build a loyal audience that really believes what you are saying
✓ keep your traditional marketing or corporate communication experts far away
@jcaudron
WTF?What about my brand?!
@jcaudron
Your content is
here
Your brand is here
@jcaudron
You are warned now, so please don’t let this great opportunity be buried underneath loads of content crap
@jcaudron
We might help you create an integrated strategy
Why (Most) Content
Marketing is Crap!
!
(and what to do about it)
!May 2014
[email protected] @jcaudron
00 32 475 43 80 98
