Develop killer content that will resonate with your audience

Develop killer content that will resonate with your audience!

They’re not cyborgs, vampires or zombies. Treat your audience as human beings, and they’ll thank you for it.

A “Killer” Video

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The Process

The conversation is happening. Are you part of it?

Or are you the lone voice crying in the wilderness?

A Series of Unfortunate Events

• Too often we’re pushing out content, but our audience is not engaging with us.

• Our message appears to be falling on deaf ears.

• We’re unable to build a network of followers.

The Future of Marketing Has Little to Do with Marketing

While technology is certainly part of the story, it’s not the story.

This isn’t about the new tools that are before you.

This isn’t about social media or popular social networks.

This isn’t about bloggers and blogging.

Nor is this about tablets, smartphones, and the app economy.

This is about putting the public back in public relations and social in social media and that has nothing to do with tools or technology we overly celebrate today. – Brian Solis

Unearthing The Problem

We’re told to engage.

We’re told that “Content is King.” But from where do we get good content? How do we go about obtaining good content?

And how do we know what content will be valued and engaging for our customers?

How Do We Create Killer Content?

• Resurrecting The Art of Storytelling

• Evolving to Relationship Marketing

• The Magic of Content Curation

• Using Content Curation Tools

• Organizing and Sharing Your Message

• Monitor Your Conversations

Storytelling: The Kodak Pitch

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Who Killed Storytelling?

B2B Marketers who don’t think it’s relevant?

Gen Y’ers and 144 character communications?

MTV and quick-edit cuts?

Social Media marketers focused solely on uni-directional messages?

Let’s Bring Sexy (Storytelling) Back

From the 2013 Killer Content Awards: Goals:

1. Create a unique “killer” awareness campaign featuring a Zombie theme

2. Execute by Halloween to cash in on design strategy

3. Boost awareness of Sun Gard Cloud offerings among IT professionals; inform and educate prospects

Results: 1. 150% higher click through rate 2. 200% higher click to open rate 3. Delivered 24 leads

Sun Gard Cloud – Best Theme

Let’s Bring Sexy (Storytelling) Back

From the 2013 Killer Content Awards: Goals:

1. Connect with 30 top Managed Print Services Accounts with a targeted ‘Get Optimistic’ campaign

2. Partner with Forbes in Print/iPad publication to offer content that focused on opportunity, change and business tips.

Results: 1. 70% of the companies interacted

with the microsite 2. Added 20,000 new contacts 3. Generated over 1k scheduled appts 4. Yielded $1.3 billion in pipeline

revenue

Xerox – Best Brand Building Campaign

Product Marketing Is Now Relationship Marketing

How do we tell our story in an age of abbreviated messages and image sharing?

We need to experience a shift in our thinking.

When conducting inbound marketing, we cannot think in terms of how we market our products.

Instead, we have to think about how we can engage our customers in dialogue. The product is secondary.

Content Marketing Is Not a Factory

We can’t produce content the same way we manufacture products. Efficiency is not the goal!

Listening & Discovery

Sharing & Publishing

Amplify Your Message

Content Curation Defined

Content curation is the process of collecting, organizing and displaying

information relevant to a particular topic or area of interest.

Listening & Discovery Content Curation Tools

Listening to Your Followers

Hootsuite Twitter Feed

Listening to Clients, Competitors and Influencers

Hootsuite Syndicator Feed

Curating with User Defined Topics

Hootsuite Trendspottr Feed

Creating a Killer Content Calendar

Publishing Using Hootsuite Pro

Hootsuite Bulk Schedule Updates

Six Tips for Amplifying Engaging Content

From Hootsuite’s Ashley Jane Brooks, Sr. Brand Marketing Manager:

1. Don’t be a repeating station – add relevant context

2. Use handpicked content

3. Align content with your brand

4. Align content with your messaging

5. Don’t spray and pray

6. Don’t forget – your audience is human!

A Formula for Epic Content

Marketing Author and Blogger Ann Handley defines the formula for creating amplified epic content:

Useful x Enjoyable x Inspired = Effective

3 Keys for Relevance

Ann provides 3 additional keys for content relevance: 1. Put the “Why” before the “What”

2. Build Your Audience 3. Create Content That’s Worth Sharing (What will they thank you for?)

In Memoriam

• Tell Your Story Creatively

• Evolve to Relationship Marketing

• Curate Your Content

• Use Curation Tools

• Organize and Share Your Message

• Monitor Your Conversations

Stay in Touch!

Chris Marocchi

President, Klear Strat, LLC

chris@klearstrat.com klearstrat.com @klearstrat

facebook.com/klearstrat