is your content letting you down?

Is your content letting you down?

Emily Shelley, managing director

The 5 signs your content is a turn-off and what to do about it

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Here are some of our clients…

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1. You’ve forgotten it’s about a relationship

Content marketing

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Before you start…

WHY are we doing it?

WHO are we doing it for?

WHAT is the key message?

Letting Go of

the Words

Ginny Redish

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What’s your mission?

What should your mission be?

1. Content should add value to the customer… but also to your business

2. Every piece of content should have a clear route back to a named business goal

3. It must be something you can credibly speak about

Your business needs

Your domain of expertise

User content needs

An example…

“Welcome to Inc.com, the

place where entrepreneurs and

business owners can find

useful information, advice,

insights and inspiration for

growing their businesses.”

Another definition of strategy…

‘A reason to say NO

to things.’

Professor Michael Porter

2. You can’t stop talking about yourself

Velocity

Doug Kessler

It’s not about you…

Content marketing starts with what your prospects need to find out about, not what you need to tell them.

“My first vacation epiphany

occurred while taking my two

dogs for a walk on the beach at

6 one evening in early August.

“I’ve always considered walking

the dogs obligatory but not

especially enjoyable…”

Alchemy Worx

Dela Quist

Think about value, not relevance

‘It’s not about relevance, it’s about value. What value are you offering people in your emails as a thank you to them for staying on you list?’

Who are you creating content for?

Half of all b2b researchers are Millennials

Google/Millward Brown Digital, B2B Path to Purchase Study, 2014

Create content personas in an hour

• List your target groups

• Compare their content needs

• Take out overlaps

• Make characters for each

• Who are they? What are their problems?

• How can you make their day better?

3. You have nothing interesting to say

How inspired are your ideas meetings?

“You can’t be a thought leader

if you don’t have any thoughts”

2. Use your content personas

3. Think format1. Stick to the mission

How to have good ideas…

Tried and trusted digital formats

FAQStep-by-step

Q&A

Document summary

Timeline / chronology

Product page

Case study

Wh

at is

… ?

Ho

w to

… ?

User g

uid

e

Facts at a glance

New

s s

tory

Menu

TestimonialBuyer’s guide

Ch

ecklis

t

Destin

atio

n g

uid

e

Biography

Factfile

Top 10 tips

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4. You’re forgettable

“It's the size of a paperback book but possesses the computing power of a laptop. The 345g lightweight and compact tablet can be operated with a single hand -ideal when you're on the go.”

“It can do just about everything and be just about anything. And because it’s so easy to use, it’s easy to love.”

“Play music through a Bluetooth speaker. Change channels on your HDTV while you tweet. Share photos on the big screen with one-touch mirroring”

Spot the brand

Spot the brand

What is tone of voice?

Tone of voice is the way your organisation would speak if it were a person.

Baked chicken breasts

This is a great way to get your chicken tasting special. The

cinnamon basil works well in Thai-style cooking.

Give it a bash – you'll love it!

Baked chicken

It’s hard to believe something so simple and easy can, firstly, be

low-fat and secondly, taste so very good. I guarantee that once

you’ve made this once, you’ll go on making it for ever…

Tone can differentiate

Who speaks like this?

‘In event of fire,

avoid use of lift’

Crack your tone of voice – fast

1. Nail your values

2. Rank against channels

3. Rank against personas

4. Make before & afters

5. Capture it and share!

5. You don’t learn from your mistakes

“My first vacation epiphany

occurred while taking my two

dogs for a walk on the beach at 6

one evening in early August.

“I’ve always considered walking

the dogs obligatory but not

especially enjoyable…”

Review your briefs

©PA.

Download the results

Think of your brief as your content’s passport

©PA.

A BSales up

115%

The golden rule

“Everything you publish is a

chance to learn something –

whether about your

audience, about your brand,

or about you. Make the

most of that opportunity”

5 signs your content is a turn-off:

1. You’ve forgotten it’s about a relationship

2. You can’t stop talking about yourself

3. You have nothing interesting to say

4. You’re forgettable

5. You don’t learn from your mistakes

What to do about it:

1. Agree a mission statement

2. Make some content personas

3. Think of formats and use them for ideas

4. Embed tone of voice guidelines

5. Use briefs and review, test, and learn

Get your free templates for the lot!

Thank you!

www.stickycontent.com

emailus@stickycontent.com

@StickyEmily