why most content marketing is crap 2016
TRANSCRIPT
Why (most) Content Marketing is Crap!
(and what to do about it)
May 2016
[email protected] // @jcaudron
Hi, I’m Jo Caudron Active in digital since 1993
Internet entrepreneur involved in 20+ start-ups.
Founding Partner of Duval Union Consulting
@jcaudron [email protected]
We are business consultants for a digital
world.
Our mission is to help organization transform.
@jcaudron
• we are a digital and innovative marketing consulting company
• founded in 2009 as Dearmedia, now the nucleus of the Duval Union ecosystem
• we work for large European clients
• we have a strong vision on the impact of digital and act accordingly
• we are advisors, writers, coaches and entrepreneurs
Long term strategy
Short term strategy
Fixing the basics
@jcaudron
Co-autor of…
A story about Transformation
Sold in 40 countries!
@jcaudron
Reasons why (most) Content
Marketing is crap
Media are transportation tubes to bring messages from A to B in order
to influence people’s opinions.
And media need content to disguise the messages.
Traditional media are eroding. Their future is uncertain.
Brands are looking for alternatives to bring messages across.
@jcaudron
Exit 1: the web
“if we build it, they will come”.
Not.
(if we want them to come we still need to buy their attention …)
(even the best brands only reach a small fraction of their client base via social media.
Having clients share something remains quite a challenge, even for the best-in-class-brands)
Exit 2: Social Media
“people love us, they will share everything we say, everything will go viral”.
Not.
@jcaudron
Exit 3: Content Marketing
“Let’s create great content and everyone will want to read this”.
Not.
@jcaudron
Why Content Marketing is Crap.
REASON 1
What problem are we actually solving here?
Don’t believe the hype.
@jcaudron
Transparency Accountability
Proximity Responsiveness
Bi-directional Humanization Authenticity
The Glass House
Relationship
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
The Package
Product, Service & Packaging
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Position in the value chain
New gatekeepers Recommendations
"Good is good enough" Ambassadorship
The Gatekeeper
Opinion making
The Traveller
Place Utility
Empowered self Delivery fulfillment
New way of working Contextual awareness
Real-time
Location & Place
The Participant
Community Gamification Collaboration
The power of the crowd
Community
The Cyborg
Internet of things Wearables
Quantified self Robotics
Data Monitoring
Progressive Technology
Why should brands be interested in content?
@jcaudron
Because we have no strategy that justifies content marketing as a tactical instrument.
Why? Why? Why? Why?
Why?
“Because we want to (re)connect to our audience in a direct way in order
to influence them to buy our stuff”
Why Content Marketing is Crap.
REASON 2
@jcaudron
Because most content is just
wrong.
Why Content Marketing is
Crap.REASON 3
@jcaudron
There is more to content than you typically master.
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment
(media)
Utility, Functional &
Service
Emotional
@jcaudron
There is more to content than you typically master.
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment
(media)
Utility, Functional &
Service
Emotional
Reality check:
What really engages our audience?
@jcaudron
There is more to content than you typically master.
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment
(media)
Utility, Functional &
Service
Emotional
Reality check:
What really engages our audience?
What do we actually have?
@jcaudron
There is more to content than you typically master.
Content
Product & Marketing
Corporate (boring)
Corporate (fun, maybe
fake?)
Expert (media)
Entertain-ment
(media)
Utility, Functional &
Service
Emotional
We make this look like that :-(So what do we do?
Because the wrong people are creating
it for the wrong reasons.
Why Content Marketing is
Crap.REASON 4
@jcaudron
@jcaudron
@jcaudron
It all starts with strategy
Why? (x5)
What?How?
Doing it right.
@jcaudron
Why? (x5)
What?How?
“Because we really have our reasons”
(connect to people, claim thought leadership, strengthen
loyalty, build the image, …)
@jcaudron
Why? (x5)
What?How?
Claim a content area that really makes the
difference, that can build a real and loyal audience.
You need a positioning like other traditional media-brands have.
They are now your competitor (and you might even
outlive them).
@jcaudron
Why? (x5)
What?How?By
becoming a publisher
✓ hire journalists that got fired by the traditional media
✓ objective and cutting-edge
✓ quality and criticism
✓ if it is not neutral and strong, don’t do it
✓ give them one mission: build a loyal audience that really believes what you are saying
✓ keep your traditional marketing or corporate communication experts far away
By becoming a
publisher
WTF?What about my brand?!
Your content is
here
Your brand is
here
@jcaudron
You are warned now, so please don’t let this great opportunity be buried underneath loads of content crap
@jcaudron
We might help you create an integrated strategy
Media
Thank you, how can we help you?
@jcaudron [email protected] 00 32 475 43 80 98
We are business consultants for a digital
world.
Our mission is to help organization transform.
Why (most) Content Marketing is Crap!
(and what to do about it)
May 2016
[email protected] // @jcaudron