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A B
Media are transportation tubes to transport messages from A to B in order to influence people’s opinions.
And media need content to disguise the messages.
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
But traditional media are eroding. Their future is uncertain.
And brands are looking for
alternatives to transport their
messages …
2000 2005 2010 2015
Newspaper print ad sales
Google digital ad sales
Newspaper digital ad sales
$44.3
$19.5
$0.1
$1.5
$46.0
$3.4
In US$billions WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
ALTERNATIVE 1 - THE WEB
If we build a cool website, the audience will come towards us!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
ALTERNATIVE 1 - THE WEB
If we build a cool website, the audience will come towards us!NOT!
If you want them to come,
you’ll still
need to grab their
attention first!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
ALTERNATIVE 2 - SOCIAL MEDIA
People love us, they will share everything we say, everything will go viral!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
ALTERNATIVE 2 - SOCIAL MEDIA
People love us, they will share everything we say, everything will go viral! NOT!
Organic reach on social media is
decreasing exponentially and
having clients to share your
messages is a huge challenge!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
ALTERNATIVE 3 - CONTENT MARKETING
Let’s create great content. Everyone is going to read this!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
ALTERNATIVE 3 - CONTENT MARKETING
Let’s create great content. Everyone is going to read this! NOT!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
1. YOU’RE CREATING CONTENT FOR
THE WRONG REASONWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
DON T BELIEVE THE HYPE!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
What problem are we actually solving here?
1. YOU’RE CREATING CONTENT FOR THE WRONG REASON
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
1. YOU’RE CREATING CONTENT FOR THE WRONG REASON
In our book Digital Transformation, we describe seven elements that are fundamental for digital transformation: The Seven Metaphors of Digital Transformation.
Content marking involves your position in the value chain, opinion making and/or community influences. If you haven’t thought about this yet, you’re probably doing something wrong.
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
1. YOU’RE CREATING CONTENT FOR THE WRONG REASON
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 FULFILLMENTNEW WAY OF
WORKINGCONTEXTUAL
AWARENESSREAL-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 (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
You need a strong & clear
strategy
1. YOU’RE CREATING CONTENT FOR THE WRONG REASON
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
2. YOU’RE CREATING CONTENT FOR
NO REASON AT ALLWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL
A lot of organizations have no strategy and thus no objectives that justify content marketing as a tactical instrument. Therefore you should ask yourself: “Why content marketing?”
The reasons why you should use content marketing: - To raise or maintain the organization’s image - To generate or raise awareness - To drive some sort of conversion - To improve retention
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL
Good content marketing reaches all four of the goals. In reality, you should score these objectives and write down why you are betting on content marketing.
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
5%15%
35%
45%
retention
conversion
image
awareness
“Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff”
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL
To measure the success of your objectives, you should write down KPIs.
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
retention
conversion
image
awareness
KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
You need to determine
objectives & KPIs
2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
It’s not even your fault. People in communication are taught to think as a sender of their messages towards one or more receivers.
But it doesn’t work that way (anymore)
Sender Receiver
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
You should start by thinking which content your audience likes and wants to receive or already is consuming right now.
Receiver
The content that my target
audience wants or already is consuming.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
Once you know your target audience, you’ll need to audit yourself and write down what message that you want to send to your target audience.
Sender
The message(s) that I want to send to my audience.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
Once you’ve done this, you can check if there are any elements that already correspond. This is what we call the Content Sweet Spot.
SenderThe message(s)
that I want to send to my audience.
ReceiverThe content that
my target audience wants
or already is consuming.
CONTENT SWEET SPOT
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
The problem with the Content Sweet Spot: it’s very small or doesn’t apply for your organization. Be honest, most of your fans don’t want to read/hear what you really want to tell them.
VERY SMALL CONTENT SWEET SPOT
NO CONTENT
SWEET SPOT
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
In both cases, you’ll need to broaden your message towards your audience and tell them stories that they really want to read and hear, which will make your Content Sweet Spot bigger.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities: 1. focus on a main theme wherein you develop a strong thought leadership 2. touch different points of your audience’s interest
1. 2.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities: 1. focus on a main theme wherein you develop a strong thought leadership
1.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
There are two possibilities: 2. touch different points of your audience’s interest
2.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
An extra opportunity is transforming your ‘obligated’ communication into attractive chunks of content.
ANNUAL REPORT
shopify.com/2014
For their 2011 report, Austria Solar literally showed readers the power of the sun, using specially
formulated inks that remain invisible until sunlight falls on
the page. Bold, minimalist graphics appear in a flash that
communicates exactly what the brand is about.
CSR
RECRUITING
GCHQ runs recruiting
ads within Xbox Live
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
3. YOU’RE CREATING CONTENT THAT SUCKS
You have to think like a publisher
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
For many times, we’ve seen ‘creative’ agencies produce overpriced content that may win awards but isn’t effective at all.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
Or content is considered as a obliged thing and assigned to people who are not the right people for the job.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
Bottom line: You are not evaluating content correctly!
You either pay too much or too little. And in both ways, the wrong people are creating the content that is so important for the success of
your company’s communication strategy.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
You’ve lost some battles, but the war isn’t over.
‣ Start hiring journalists (maybe some who got fired by traditional media companies).
‣ Be objective and cutting-edge. ‣ Generate quality content and evaluate yourself with some
criticism. If it’s just good enough, don’t do it. ‣ Give your company journalists one mission: build a loyal
audience that really believes what you say. ‣ And keep your traditional marketing or corporate
communication experts far away.
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
But… My brand…?
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
Your brand goes here
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
4. THE WRONG PEOPLE CREATE THE CONTENT
Your brand goes here
DearMediaWHY (MOST)
CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
You have to be(come) a
media company
4. THE WRONG PEOPLE CREATE THE CONTENT
WHY MOST CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
1. You’re creating content for the wrong reason Develop a strong strategy
2. You’re creating content for no reason at all Determine objectives & KPIs
3. You’re creating content that sucks Think like a publisher
4. The wrong people create the content Be(come) a media company
WHY MOST CONTENT MARKETING SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
You are warned now, so don’t let this great opportunity get buried underneath the loads of content crap!
WHY (MOST) CONTENT MARKETING
SUCKS
WHY (MOST) CONTENT MARKETING
SUCKS
Do you need help with developing your content strategy?
We can help you!
CONTACT US
@JCAUDRON @[email protected] [email protected]
JO CAUDRONManaging Partner
NICK VINCKIERExecutive Consultant
+32 475 43 80 98 +32 474 39 12 82