Gagging for it: why content marketing is a fantasy

Richard Stacy 2014

Gagging for it

The uncomfortable truth about consumers, content marketing, engagement, social

media, information… and butlers

richardstacy.com 2014

So tell me, what are two hot consumer babes like you doing in an online environment like this?


I know what you are after, you want a bit of

engagement don’t you?


I reckon it is a long time since either of you lovelies were really

‘engaged’ by a brand know what I mean?


I bet you’re really gagging for it. I can track your sentiment,

I know what consumers like you really want


Tell you what, come back to my brand world and I will give you

a truly immersive brand experience


And then you can give me the old ‘thumbs up’ treatment, know what

I mean


Yeah baby, yeah!


But first, just to get you excited, just to get you in the mood for it, I can slip

you a little something


… a lovely little line of grade A content, just

for you


Lots more where that

came from I can tell you


Consumer babes, check out the size of

my content strategy. Its

MASSIVE richardstacy.com 2014

Now, sit on my Facebook page and tell me that

you like me


Wow, what a great guy!

Can’t wait for some

more of that content

And they are thinking…


Can’t wait for some

more of that content

… in his dreams richardstacy.com 2014

Wow, what a great guy!

… in your dreams?


It is time to wake up from the content and engagement party


There is no such thing as a “Great Content Brand”


http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge










There is no such thing as a “Great Content Brand”



Just a Great Brand










And what do great brands do? How do they understand their relationship with consumers?


Great Brand

Consumer


She doesn’t want you to get into bed with her


Great Brand

Consumer

She doesn’t even want to be your friend


Great Brand

Consumer

She wants you to:

• Listen, be attentive • Bring her • Speak only when you are #spoken to


Great Brand

Consumer

And if you do your job well, she may give you some respect, value your contribution and even help you do your job (for her) better


Great Brand

Consumer

Content m’Lady

Not now Parker, I am on WhatsApp

with Virgil


Just one for those of a certain age

And it doesn’t matter how big your marketing budget is because …


B R A N D

In social space no one can hear

your marketing budget scream


Forget content strategies This is the Information Game


The Information Game is…

• Relentless • Real-time • It begins afresh every time your

consumer gets out of bed


• You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests


• You win it minute-by-minute according to how successfully you match your answers to their questions and your responses to their requests


Consumers are already beyond their limits of consumption, because their limit* was set at close to zero *But information has no limits to consumption

There is no impending ‘Content Shock’


http://www.businessesgrow.com/2014/01/06/content-shock/






Average engagement rates with ‘content’ on brand Facebook pages is a tiny 0.24% (and this is among the people who already ‘like’ you)

How much lower than this do you want to go before you call a taxi?


And they are thinking…

Time to call a taxi

And you are not going to

be in it


And they are telling you…

Today’s game is behaviour

identification and response

Channel and content is

yesterday’s game


And they are telling you…

If only you would listen richardstacy.com 2014

Today’s game is behaviour

identification and response

Channel and content is

yesterday’s game

Join me at the bar: richardstacy.com

Or read the book


(I can tell you how to win the real-time Information Game)

http://www.amazon.com/Social-Media-Three-Cent-Rule-ebook/dp/B00DI4H440












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Gagging for it: why content marketing is a fantasy