content marketing 2016-2020: from content shock to content chance (presented by yann gourvennec at...
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5 major key success factors forcontent marketing in 2017 and beyondto overcome the content shock
Yann Gourvennec @ygourvenVisionary Marketing @vismktgOct 6, 2016 – Paris, France
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1 room – 2 ‘different’ populations
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Today, we have a chance to compare our views… beyond prejudice
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Poll 1: Let’s see if it works
for IT
p2.gg/ypv
Can you please describe IN YOUR EYES the evolution of the
relationship between our 2 populations OVER THE PAST 2
YEARS
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for marketers
p2.gg/ypg
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Can you please describe IN YOUR EYES the evolution of the relationship
between our 2 populations OVER THE PAST 2 YEARS
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a few years ago…
Come on guys! We’re not the New York Times are we?!
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2014, epic year
Joe Pulizzi brought content marketing to the agendaAll started to learn about the subject (at last!)
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Poll 2: role of online content in your day job
for IT
p2.gg/ypp
Is content playing a crucial role in your business ?
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Poll 2: the role of online content/info in your day job
for marketers
p2.gg/ypx
Oct. 2016
forIs content playing a crucial role in your
business ?
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5 key success factors
Drag picture to placeholder or click icon to add
For each main issue there is one main key success factor
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ksf 1. from shock to opportunity
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Content marketing is booming but engagement is flat
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source: adweek sept 2016 – Beckon survey – Sept 29
http://bit.ly/beckon2016report
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1. big budgets win2. high entry costs3. no more cost-benefit
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how to avoid "content shock"
Questions?
> too much (of which) content?> ‘barriers to entry’
> cost-benefit
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the idea there is an excess of information isn’t new
When printing was invented, scholars pointed out that knowledge would be
cheap and too accessible
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what « content shock » were a « content opportunity »
shock opportunity
the poorer the content, the more space for differentiation
the more pervasive advertising is the more space for true content
the more superficial content the more opportunities to go deeper
how can you succeed?
Oct. 2016
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Poll 3: too much or little relevant content
for IT
p2.gg/yp9
How much relevant content (for your job)
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Poll 3: too much or little relevant content
for marketers
p2.gg/ypn
Oct. 2016
How much relevant content (for your job)
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ksf 2. social media is being re-configured
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How Twitter shot himself in the foot
04/12/15 marketingland.com
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2014
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Social “mass media”
Social media isn’t owned content, what matters is what others are sharing
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@vismktg
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Poll 4: your views with regards to social media in your day job
for IT
p2.gg/ypc
Is social media playing a crucial role in your
business ?
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Poll 4: your views of social media in your day job
for marketers
p2.gg/yptOct. 2016
fIs social media playing a crucial role in your
business ?
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ksf 3: cultivate differences
Oct. 2016
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some things never change
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Candor Urgency Timeliness Pithiness Controversy (maybe Utility if you want six)
http://bit.ly/sgblogceo
Seth Godin: critical success factors
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Poll 5: how differentiating is the content produced by your business in your mind?
for IT
p2.gg/ypy
Is online content playing a crucial role for your business ?
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Poll 5: how differentiating is the content produced by your business in your mind?
for marketers
p2.gg/ypfOct. 2016
Is online content playing a crucial role for your business ?
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ksf 4. write for humans
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The ‘Why’ above all else
write for humans
Sharing is not done by search engines the more shares, the better
not for (a) search engine
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Poll 6: what is the purposeof your online content?
for IT
p2.gg/ype
When your business is producing content, the aim is...
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Poll 6: what is the purpose of your online content?
for marketers
p2.gg/ypz
Oct. 2016
When your business is producing content, the aim is...
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ksf 5. proams and UGC vs. ‘tone of voice’
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from latin, amator, he who loves
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no need to try and reach perfection despite what (large) businesses think
being on brand seems sufficient to (large) businesses as in traditional communications – it shouldn’t
lower your expectations to succeed in digital (while avoiding trash)
quality of content isn’t in the cover
tip no.1: against perfection
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new ways of doing contenthave you looked around you
for skills?motivation, motivation,
motivation
tip no. 2 : the “guy in the basement”
Jean-François Audenard : Orange Business Services
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Poll 7: how is the guy in the basement doing?
for IT
p2.gg/yp7
My business clearly values the skills of all its employees, regardless of rank or title
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Poll 7: in your business how is the guy in the basement doing?
for marketers
p2.gg/ypk
Oct. 2016
My business clearly values the skills of all its employees, regardless of rank or
title
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Some of our clients
Here are some of the engagements carried out with B2B and B2C clients:Digital assessments and training sessions for banks, healthcare companies, high tech businesses and various international training organisations. Client support with regard to change management in the field of digital marketing. Expert blog creation and content marketing for businesses in Telecoms, IT, private banking, utilities and Big Data. We have also worked for businesses dealing with consumers, have trained top managers, communications experts, and various staffers in all sorts of companies. We have led induction seminars, crash courses, in-depth sessions and strategic sessions. We have also led social media and word of mouth marketing campaigns, optimised websites (SEO, SEM, content optimisation), created white papers dedicated to Web matters and developed personas for businesses mostly in IT, cloud computing and Telecoms.
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About Visionary Marketing
Oct. 2016