[en] 5 key success factors for content marketing in 2017 and beyond

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

Poll 1: Let’s see if it works

for IT

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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

for marketers

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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


a few years ago…

Come on guys! We’re not the New York Times are we?!

2014, epic year

Joe Pulizzi brought content marketing to the agenda

All started to learn about the subject (at last!)


Poll 2: role of online content in your day job

for IT

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Is content playing a crucial role in your business ?

Poll 2: the role of online content/info in your day job

for marketers

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forIs content playing a crucial role in your business

?

5 key success factorsFor each main issue there is one main key success factor


ksf 1. from shock to opportunity


Content marketing is booming but engagement is flat


source: adweek sept 2016 – Beckon survey – Sept 29

http://bit.ly/beckon2016report

1. big budgets win2. high entry costs3. no more cost-benefit


how to avoid "content shock"

Questions?

> too much (of which) content?> ‘barriers to entry’

> cost-benefit


the idea there is an excess of information isn’t new

When printing was invented, scholarspointed out that knowledge would be

cheap and too accessible

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?


Poll 3: too much or littlerelevant content

for IT

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How much relevant content (for your job)

Poll 3: too much or little relevant content

for marketers

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How much relevant content (for your job)

ksf 2. social media is being re-configured


How Twitter shot himself in the foot

04/12/15 marketingland.com


2014

Social “mass media”

Social media isn’t ownedcontent, what matters is whatothers are sharing


@vismktg

Poll 4: your views with regards to social media in your day job

for IT

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Is social media playing a crucial role in your

business ?

Poll 4: your views of social media in your day job

for marketers

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fIs social media playing a crucial role in your business ?

ksf 3: cultivate differences


some things never change


� Candor

� Urgency

� Timeliness

� Pithiness

� Controversy

� (maybe Utility if you want six)

http://bit.ly/sgblogceo

Seth Godin: critical success factors


Poll 5: how differentiating is the content produced by your business in your mind?

for IT

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Is online content playing a crucial role for your business ?

Poll 5: how differentiating is the content produced by your business in your mind?

for marketers

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Is online content playing a crucial role for your business ?

ksf 4. write for humans


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


Poll 6: what is the purposeof your online content?

for IT

p2.gg/ype

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When your business is producing content, the aim is...

Poll 6: what is the purpose of your online content?

for marketers

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When your business is producing content, the aim is...

ksf 5. proams and UGC vs. ‘tone of voice’


from latin, amator, he who loves

� 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


�new ways of doing content�have you looked around you

for skills?�motivation, motivation,

motivation

tip no. 2 : the “guy in the basement”

Jean-François Audenard : Orange Business Services


Poll 7: how is the guy in the basement doing?

for IT

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My business clearly values the skills of all its employees, regardless of rank or title

Poll 7: in your business how is the guy in the basement doing?

for marketers

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My business clearly values the skills of all its employees, regardless of rank or title

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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