heather taylor, bridging the content gap, social fresh conference 2016
TRANSCRIPT
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BRIDGING THE CONTENT GAP
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What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships.
Jim StengelFormer Global Marketing Officer
Procter & Gamble
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In association with
In association with
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WE ALL WANT TO CREATE RELATIONSHIPS WITH OUR CUSTOMERS
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GOOD THINGS HAPPEN WHEN WE DO IT RIGHT
CONSUME MORE
SHARE MORE
z
PURCHASEMORE
ADVOCATE MORE
z
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BUT THE PROBLEM IS, WE’RE DOING IT WRONG
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WE’RE BUILDING CONTENT NOT CUSTOMER RELATIONS
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AUDIENCES ARE REACHING CONTENT OVERLOAD
3 in 5 global executives admit sometimes feeling confused or overwhelmed by the volume of content they encounter
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YET MARKETERS KEEP CHURNING OUT CONTENT
80% of marketers plan to increase the amount of thought leadership content they produce
Half of marketers believe
<20% of current output gets engagement
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AND DON’T FOCUS ON THE AUDIENCE’S INTERESTS
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MEANWHILE MARKETERS ARE STILL BATTLING INTERNAL DISCONNECTS
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AND LOOKING FOR ANSWERS IN ALL THE WRONG PLACES
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WE MUST REMEMBER:IT’S THEIR CUSTOMER JOURNEY THAT MATTERS…
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…NOT TRYING TO STUFF THEM IN OUR SALES FUNNEL.
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UTILITY IS KEY
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LAY OFF THE SALES PITCH
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SURPRISE! TEXT STILL MATTERS
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SO HOW DO WE CLOSE THE CONTENT GAP?
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GIVE THEM WHAT THEY WANT (AND NEED)
NOT JUST WHAT YOU’RE WILLING TO GIVE
RULE #1
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WOO THEM
DON’T SELL THEM
RULE #2
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GET OUT OF YOUR OWN WAY
RULE #3
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HEATHER TAYLOR
Director, Creative Strategy - North America@heatherAtaylor