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#pubcon Disruptive Content Marketing, Disciplined Results Presented by: Damon Gochneaur - @damongochneaur Geoffrey Colon - @djgeoffe @djgeoffe @damongochneaur

Disruptive Content Marketing PubCon Las Vegas 2015

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Page 1: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Disruptive Content Marketing,

Disciplined ResultsPresented by:

Damon Gochneaur - @damongochneaur Geoffrey Colon - @djgeoffe

@djgeoffe @damongochneaur

Page 2: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon@djgeoffe @damongochneaur

Page 3: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Let’s Disrupt How We Behave① Content Created for the Masses② Distribution is Queen③ Culture and Context and Feelings④ Now Teach Us

@djgeoffe @damongochneaur

Page 4: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon@djgeoffe @damongochneaur

Page 5: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Content Created for the Masses• Stop Just pushing the Publish Button

– Stop asking when should we publish. Start asking what. What are we really trying to do?

– Get off the hamster wheel of keeping up with the content calendar

– 42% of B2B Marketers publish new content at least weekly

@djgeoffe @damongochneaur

Page 6: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon@djgeoffe @damongochneaur

Page 7: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

• 70% of B2B organizations & 69% of B2C organizations report they made more content in 2014 than 2013. – Content Marketing Institute

• 48% of B2C marketers & 42% of B2B marketers now publish more than once a week.

@djgeoffe @damongochneaur

Page 8: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Content Created for the Masses• Building Trust

– Content isn’t about content for content’s sake. It’s to entertain, educate, solidify relationships in a digital world.

– These relationships are best solidified with small groups of decision-makers in mind.

@djgeoffe @damongochneaur

Page 9: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon@djgeoffe @damongochneaur

Page 10: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Content Created for the Masses• Personalized

– We don’t build trust by lumping everyone into a large faceless mass.

– We also don’t build trust by thinking targeting the individual is key

– People make decisions in small groups and small batches just like the best software development

@djgeoffe @damongochneaur

Page 11: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Content Created for the Masses• Takeaways

– Design your content experience– Build content in small batches– Test and learn what your audience likes or doesn’t

like– Make it personal but not individual. Remember that

people make decisions in groups

@djgeoffe @damongochneaur

Page 12: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Distribution is Queen• Content is King, Distribution is Queen

– Queen is most powerful piece on the chess board– If you build content but no one sees it, does it

matter?– You aren’t competing with other companies, you are

competing for attention amongst everyone who is now media due to mobile devices

@djgeoffe @damongochneaur

Page 13: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon@djgeoffe @damongochneaur

Page 14: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Culture and Context and Feelings• So you have something to say?

– What’s the zeitgeist of the world at that moment? What you want to state means nothing. Listen first, then speak.

– Do you consider people’s culture? What makes them tick?

– Feelings rule, even in B2B. 71% of buyers in B2B who see personal value in a product will make a purchase.

@djgeoffe @damongochneaur

Page 15: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Our gifts to youContent Strategy Template

Facebook Targeting Matrix

•http://aspiroagency.com/pubconvegas2015

Page 16: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Now Teach Us• Let’s flip the presentation model

– The best way to learn is to ask questions– Through questions you derive answers– Let us help you build a strategy right here and right

now– We’d like 2 volunteers please

@djgeoffe @damongochneaur

Page 17: Disruptive Content Marketing PubCon Las Vegas 2015

#pubcon

Thank You!• Let’s keep the conversation going…

@djgeoffe @damongochneaur