Why most content marketing is crap 2016

Why (most) Content Marketing is Crap!

(and what to do about it)

May 2016

jo.caudron@duvalunion.com // @jcaudron

Hi, I’m Jo Caudron Active in digital since 1993

Internet entrepreneur involved in 20+ start-ups.

Founding Partner of Duval Union Consulting

@jcaudron jo@duvalunion.com

We are business consultants for a digital

world.

Our mission is to help organization transform.

@jcaudron

• we are a digital and innovative marketing consulting company

• founded in 2009 as Dearmedia, now the nucleus of the Duval Union ecosystem

• we work for large European clients

• we have a strong vision on the impact of digital and act accordingly

• we are advisors, writers, coaches and entrepreneurs

Long term strategy

Short term strategy

Fixing the basics

@jcaudron

Co-autor of…

A story about Transformation

Sold in 40 countries!

@jcaudron

Reasons why (most) Content

Marketing is crap

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.

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 …)

(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)

Exit 2: Social Media

“people love us, they will share everything we say, everything will go viral”.

Not.

@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

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”

Why Content Marketing is Crap.

REASON 2

@jcaudron

Because most content is just

wrong.

Why Content Marketing is

Crap.REASON 3

@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.

Content

Product & Marketing

Corporate (boring)

Corporate (fun, maybe

fake?)

Expert (media)

Entertain-ment

(media)

Utility, Functional &

Service

Emotional

Reality check:

What really engages our audience?

@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

Reality check:

What really engages our audience?

What do we actually have?

@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

We make this look like that :-(So what do we do?

Because the wrong people are creating

it for the wrong reasons.

Why Content Marketing is

Crap.REASON 4

@jcaudron

@jcaudron

@jcaudron

It all starts with strategy

Why? (x5)

What?How?

Doing it right.

@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

difference, 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

✓ 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

By becoming a

publisher

WTF?What about my brand?!

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

Media

Thank you, how can we help you?

@jcaudron jo@duvalunion.com 00 32 475 43 80 98

We are business consultants for a digital

world.

Our mission is to help organization transform.

Why (most) Content Marketing is Crap!

(and what to do about it)

May 2016

jo.caudron@duvalunion.com // @jcaudron