Your content disgusts me!
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As an attendee of the session, attendees can receive 25% off selected IDM training courses. The discount is being offered at the IDM's stand A220 or on their website, with conditions applying. Attendees are encouraged to visit the stand or website for more information on courses and the discount offer.
Your content disgusts me!
- 1. Special Marketing Week Live Offer As an attendee of this session, you can receive 25% off selected IDM training courses*! Visit the IDM at stand A220 for more details, or go to theidm.com/academyoffer *Conditions apply theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin
- 2. Your Content Disgusts Me! The emotion of content and other content tips Joe Edwards OTM Digital & Social Planner Twitter @brandjoe
- 3. Hello! Digital & Social Planner at OTM www.otmcreate.com @brandjoe Deliver the Content Marketing 1 Day course at the IDM Working on a new content marketing tool to help marketers
- 5. We now live in a post digital age We share With MORE MORE MORE quickly content people From MORE Were all MORE often digital sources
- 6. Content is on the up! Every two days now we create as much information as we did from the dawn of civilization up until 2003 Thats something like 250,000 years of DVD-quality video
- 8. Same old, same old Everyone is doing the same old thing Theres plenty of churn If you can manage to overcome the resource problem You quickly move onto the next problem Delivering quality Getting cut through And unfortunately there is a bit of a reality.
- 9. Your content disgusts me!
- 10. How did that make you feel? Situations I end up in Body Language
- 11. Happy
- 12. Anger
- 13. Contempt
- 14. Disgust
- 15. Surprise
- 16. Sadness
- 17. Fear
- 18. A few more to get you thinking Emotions drive sharing Sharing drives a deeper understanding and action Actions drive preference Preference drives decisions
- 19. Breaking through in B2B Objective Engage an audience in a seemingly low priority and highly commoditised product Pain Points Dont want a service which restricts them and causes headaches every time they want to upgrade Further insights Appealing to a 30+ year old male, audience grew up with Marvel Buying stage Considering
- 43. BIG RED Through personalisation of content we created: Opportunity to share Moments of humour
- 44. Its great when your content is consumed
- 45. But once it gets processed and shared theres more benefit
- 46. Engaged and Shared is understood 73% say they process information more deeply, thoroughly and thoughtfully when they share it 63% more brand recall when something is interactive Psychology of sharing New York Times 2011 Barnum and sully report 2010
- 47. We love shiny new things Were quick to move on Create something new But what can we do with what weve got
- 48. Making the most of your content Maximise reach Align to the buying process Make the most of your content
- 49. He finally mentioned the word whitepaper Getting the most from your content Lets look how we can re- purpose this whitepaper
- 50. Maximise Animated reach, create infographics, further opinion and insight via talking heads and vox a journey Email pops, create a trailer Owned and 3rd data party blogs capture Whitepaper / report Presentation around the reports and how to action the information within your business Meeting Webinars Excerpt from report with full access after data Lead capture generation Social conversation Infographics drivers Truncated, re Social tools Take snippets of the purposed See following pages report and tweet / content update status, creating interest amongst target audience driving along the journey
- 51. If you need some help: Contented.ly A simple checklist and planner for the smart content marketing professional
- 52. Thank You Joe Edwards OTM Digital & Social Planner Twitter @brandjoe
- 53. Special Marketing Week Live Offer As an attendee of this session, you can receive 25% off selected IDM training courses*! Visit the IDM at stand A220 for more details, or go to theidm.com/academyoffer *Conditions apply theidm.com/training twitter.com/theidm facebook.com/theidm theidm.com/idmlinkedin
Editor's Notes
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- #12: One of the most powerful emotions and one worth aiming for first and foremost! Heres what walls ice cream did, remember content does not have to sit online, real world events and tools are used to create content and share experiences.
- #13: Anger maybe not an emotion we wish to evoke but use content that can help dissipate anger, by answering your audiences paint points. Take a look how the one dollar shave club have identified a pain point of expensive shave tech that you dont need, answered it, and put a smile on your face.
- #14: How can you expose contempt in an industry? Dove have done a very good job of this by using real world women and exposing their natural beauty rather than how the media chooses to portray beauty. They actually produced a study in 2003 and then revisited it in 2011 called The Real Truth About Beauty and published a report of the back of it, with many other pieces of content.http://www.computerworld.com/s/article/9219961/Cisco_goes_on_video_attack_against_rival_Juniper_
- #15: Quite some time ago the government produced some adverts that looked at the affect smoking has on your arteries, it was really quite visually disgusting.
- #16: Its important not to mix surprise with shock, you can surprise your audience with an interesting fact, one that surprised me recently was a data visualization from David McCandless. Thanks to him Im no longer as scared of nuclear bombs, (just the idiots who control the big red button). Click the image to see the full visualisation.
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