Content Nomenclature

George WebsterHP Content Marketing Lead –

Commercial Print

WTF does all this stuff mean?

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Advertising

If you pay for placement of your content.

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Native Advertising

If you pay for valuable, useful content in a format similar to the third-party site, it’s native advertising.

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Content Marketing

If the content is valuable and relevant, designed to attract a defined audience, and posted on your own or other unpaid

platform, it’s content marketing.

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IT’S A PROMISETo earn your audience vs. buy it

Hat tip: Michael Brenner

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It’s a value exchange

Hat tip: Michael Brenner

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Value = Benefits - Costs

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Types Of Value (Utility)

Hat tip: Melissa Rach, Dialog Studios

TYPE BENEFITS COSTSMonetary Profits or savings Cost of creation

Sensory Get satisfaction oralleviate pain

Endure pain or reduce satisfaction

Temporal Save time Lose time

Opportunity-based Gain advantages Eliminate possibilities

Psychological Reduce anxiety Add anxiety

Social Increase stature Blamed for problems

Convenience Makes things easier Makes things moredifficult

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How do you create valuable content?

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By Understanding Your Audience

Buyer PersonasPersonas or Pen Portraits represent fictitious customers of your brand or users of your product.

They are usually derived from blending in-depth interviews or research of many customers into representative types of persons.

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By Finding Out What They Want

Keyword Research and User Intent Behind every search is some sort of intention. By conducting keyword research, that looks beyond popular search terms, you can create content that is crafted to meet specific expectations in the moment.

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For Example…

I’ve got a moth problem but my wife hates using chemicals.

Long tail keyword phrase‘How to get rid of moths’

Keywords with user intent‘How to get rid of moths naturally’

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By Choosing Appropriate Content Types & Formats

Hat tip: Chris Lake, Econsultancy

Types Formats

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By Mapping Content To The Buyer’s Journey

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By Answering One Question At A Time

Atomic Content StrategyAnswer FAQ#1 first, proceed to answer one question at a time, tag each answer systematically with its why, who, how, when and where (to)…and scrum from there.

Hat tip: Frank Delmelle, Senior Content Strategist at These Days, Y&R

Hat tip: Heath Brothers; www.madetostick.com

By Capturing & Holding Their Attention With Sticky, Compelling, Remarkable, Engaging, Persuasive Ideas!

Sticky Ideas: Group Exercise

S:U:C:C:E:S:s

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By Educating and Inspiring Them

Evergreen ContentSuch content is relevant and useful weeks, months, even years after its initial published date. As a result, it can deliver traffic, leads, social shares and contribute towards an improved organic SEO ranking.

Hat tip: www.cognitiveseo.com

Search

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By Educating and Inspiring Them

Thought Leadership Within marketing, thought leadership is truly insightful, upends conventions, provokes debate and drives action.

Readers get a takeaway that has tangible value for their industry and authors get the cachet that comes with being a true “thought leader.”

Hat tip: Melissa Lafsky Wall (@Lafsky), Founder of Brick Wall Media.

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By Educating and Inspiring Them

Native AdvertisingIt’s paid content and results from strategic partnerships between brands and publishers.

“Native advertising is display advertising that people actually click on.”

Nathan Levi, MD, TotalMoney.com

By Educating and Inspiring Them

“True influence drives action, not just awareness.” Jay Baer:

InfluencersAn influencer is the mutual friend connecting your brand with your target consumers.

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By Providing The Context

“Compared to what syndrome”Seth Godin

Framing the conversationFraming happens when we mistake a bit of the truth for the whole truth. By reframing identical choices it is possible to make the choices appear totally different.

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By Building A Loyal Following

The Email NewsletterUnlike social or SEO, this is a direct line to your audience that you control.

And it remains the most effective (segmented) audience building tool you have as a publisher, allowing you to drive loyal readers back to your site day after day.

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By Telling (Empowering) Stories

The components of a storyA wants B but C gets in the way. How can the brand help?

1. A hero2. A desire3. A villain4. A mentor (The Brand)

Women WANT to feel confident about themselves BUT the marketing messages of the beauty industry has made this difficult.

How can brand help?By celebrating real beauty and shining a light on all the tricks the industry plays.

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So how can you do this well?

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By Treating Content As A Business Asset

This means being able to align each piece of content you create against a business goal and a measurement plan and having a process in place to assess its performance so that you can improve something.

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By Thinking Like A Publisher

This means thinking how lots of people and departments within your brand can work together to turn out stories people actually want to read.

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By Having A Marketing Mission That Attracts

Become <the premier destination> for <what defined audience> interested in <what topics>

to help them <customer value>.

Hat tip: Michael Brenner

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Takeaway time

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Takeaway time

ü What’s your value exchange?

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Takeaway time

ü What’s your value exchange?

ü Remember Donald is a S.U.C.C.E.S.s!

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Takeaway time

ü What’s your value exchange?

ü Remember Donald is a S.U.C.C.E.S.s!

ü Creating valuable content is hard work.

Thank you.