7 cs of smart content you cannot ignore content cacophony ......social media, gender, experience:...
TRANSCRIPT
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Cutting Through the Content Cacophony:7 Cs of Smart Content You Cannot Ignore
Tania MushtaqHead of Marketing Asia Pacific and [email protected] tanmushi
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2Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
Overview
Cutting through content cacophony: 7 Cs of smart content you cannot ignore• Content marketing dominates how we attract the right
audience.
• A majority of content marketers do not know how to produce engaging content, and they admit it.
• What is the actual science behind effectively cutting through this noise and creating truly engaging content?
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3Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
Overview
Three Key Take-aways:
• What works in content marketing to attract the audience?
• Key universal elements of effective content.
• How to build content for the next generation of decision makers.
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4Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
There is only one purpose of business
‘To Create a Customer’
There is only one purpose of Content Marketer:
‘Understand your Customer Beyond the Tip of the Human Iceberg’
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5Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
The Human Iceberg
Sorry, do I know you?Name, Role, Title, Company, Industry, Current Projects, Social Media, Gender, Experience: Stranger
Their Habits, Likes, Dislikes, Common Interests, Family Situation, Preferences, Lifestyle: Belonging
Emotional and Private. Cults, Tribes and Fans Are Formed
Social Zone
Public Zone
Personal Zone
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6Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
In the New World
Marketing is not longer B2B or B2C……It is B2ME
• Make it relevant, refresh it often and repeat, repeat, repeat
• Make your content scalable
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7 Cs of Smart Content
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Clear, Concise and Continuous1, 2 and 3
• Tell them exactly what they will get out of it
• Make it snappy with links for deeper information if they need
• Repeat, repeat, repeat
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Creative and Courageous
4 and 5
• Differentiate yourself• Create emotional connection• Be daring and create urgency – don’t
be vanilla
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Vanilla is only good in a milkshake
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Customer Told
6
• The best stories are the ones that our customers tell about their journey, where we are a part of those stories.
• Stories take you in the ‘Personal Zone’
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12Copyright © 2019, Boomi A Dell Technologies Business and/or its affiliates. All rights reserved.
Collaborative
7
• Don’t develop content in a silo
• Involve teams and stakeholders
• Get feedback from your customer fans
• Hear and absorb from people outside your organisation
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Tania Mushtaq@tanmushi