be connect - social media summit

Copyright Be Connect 2015

TURNING DIGITAL INTO A BUSINESS GENERATOR


WHY YOUR CURRENT CONTENT MAY NOT WORK?


AGENDA

•  11 reasons why your content may not work?

•  How to succeed?

•  Takeaways: 8 ?ps to perform


60-70% of marketing content goes completely unused

Sirius Decisions


FAILURE SUCKS!


# 11 REASONS WHY?


#1 YOU TALK ABOUT YOUR BRAND… NOT PEOPLE


#2 YOU ARE NOT IMMERSED IN YOUR INDUSTRY


#3 YOU ARE NOT INTERACTING WITH A DEFINED NICHE ENOUGH


#4 YOU ARE COMMUNICATING IN SILOS


#5 YOU FOCUS ON ONE PLATFORM


#6 DISTRIBUTION OF CONTENT IS INCONSISTENT


#7 THERE IS NO CALL TO ACTION


#8 THERE IS NOT ENOUGH THINKING WITH SEARCH IN MIND


#9 YOU INVESTED IN CONTENT CREATION BUT NOT IN ITS AMPLIFICATION


#10 THERE IS NO METHODOLOGY, NO CONTENT OWNER


#11 YOU GAVE UP TO SOON


HOW TO SUCCEED?


GREAT MARKETING IS GREAT STORYTELLING


WE NEED TO CONNECT WITH OUR AUDIENCE THROUGH STORIES PEOPLE LOVE!


WHATBRANDSPUBLISH

ContentMarketing

WHAT CUSTOMERS

WANT

ACT AS A PUBLISHER


« Brands need to take the phrase acting like a publisher literally »

Dietrich Mateschitz, Founder and CEO Red Bull


DOES CONTENT SPREAD SIMPLY BECAUSE IT’S REALLY GOOD?


CONTENT SPREADS BECAUSE IT INSPIRES A COMMUNITY


IT REINFORCES A BELIEF

« The only way to do great work is to love what you do »

Steve Jobs


REFUTES AN OPPOSING ARGUMENT


« GOOD ENOUGH » CONTENT OFTEN PERFORMS WELL WHEN A COMMUNITY IS BEHIND IT


VISUAL IS KEY


MAKE IT SIMPLE

NEVER OVERLOOK THE POWER OF SIMPLICITY


BE CONSISTENT IN YOUR TONE OF VOICE, YOUR CONTENT AND YOUR VISUAL DNA ACROSS ALL YOUR CHANNELS.


BEFORE YOU CREATE A CONTENT ASK YOU : « WHO WILL SUPPORT AND AMPLIFY THIS CONTENT AND WHY? »


THINK OF EACH CHANNEL LIKE A MUSCLE TO BE FLEXED & STRENGTHENED REGULARLY


RETURN ON OBJECTIVE

Is the content driving sales? Is the content saving cost? Is the content making your customer happier? Thus helping with reten?on


« Content Marketing ROI is 4X our traditional marketing SPEND »

Julie Fleischer, KraP


KEEP IN MIND THAT CONTENT MARKETING IS

# editorial based # marke?ng backed # behavior driven # targeted # mul?-‐plaSorm


GO…

FROM

Content about us Content for social Disconnected digital channels Campaign-driven content

Customer-centric storytelling Content at the core of everything Brand content hubs / publishers Continuous « culture of content »

TO


8 TIPS TO SUCCEED #1 WATCH CONTENT 2020

#7 KNOW THE BUSINESS OBJECTIVES

#2 CREATE CONTENT MARKETING MISSION STATEMENT

#3 ASK “WHY?” FOR EACH CHANNEL

#4 FIND YOUR CONTENT AMBASSADORS

#5 FIND YOUR SUBSCRIPTION STRATEGY

#6 START PARTENING WITH INFLUENCERS

#8 TELL A DIFFERENT STORY


YOUR AUDIENCE WANTS STORIES! WILL YOU GIVE IT TO THEM?


# TIPS & TRICKS


# IMPACTING PICTURES Use impac*ng pictures which tell a story.

Make sure they are directly connected with your content.

TIPS


# DATABASE PICTURES Don’t leave the database reference at the bo;om of the picture.

TIPS


# KEEP IT SHORT Make it simple and keep it short.

Long posts will only result in losing your audience’s aeen?on.

TIPS


# LINKS Use personalised pictures to emphasise your links.

TIPS


# VIDEOS When using videos: do not use YouTube Links.

Upload them directly in Facebook.

TIPS


# CREATIVE FORMATS Don’t be afraid to use the formats with crea*vity.

TIPS


# INTERACTIONS Interact with your audience!

Ask ques?ons and keep the discussion open.

TIPS


+32 (0) 2 762 25 00 be-‐connect.eu

/Beconnectnews /BeconnectAgency /company/be-‐connect

# Thank you!

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