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![Careerisits
Careerists
• Valuable
• Intelligent
• Networks
“ I share [things related to]
business interests and
exchange ideas on how to
improve our company’s
“
offerings to our customers.](https://image.slidesharecdn.com/joeedwards-otm-b2bsummitfinal1-120615104217-phpapp02/75/Content-Creation-OTM-57-2048.jpg)
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Content Creation - OTM
The document outlines strategies for creating effective B2B content in a digital landscape, emphasizing the importance of understanding audience personas and emotional motivations for sharing. It advocates for focusing on causes rather than merely generating content and highlights techniques to maximize content reach and engagement. The presentation concludes with a call to evoke emotions and generate conversations through well-crafted content.
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Content Creation - OTM
- 1. Discover what goodcontent looks like Joe Edwards – Digital & Social Planner @brandjoe linkedin.com/in/brandjoe
- 2. Hello! • Digital & Social Planner at OTM • www.otmcreate.com • @brandjoe • Working on a new content marketing tool to help marketers
- 3. Quick show ofhands
- 4. What I hopeto cover off • Understanding the good, the bad and the other stuff • How to create content that cuts through • Techniques to find insight • Build a strategy and tactics for your content • What it takes to become a content king • Using the right content to nudge the buyer down the funnel
- 5. We Now LiveIn Post Digital Age We share With MORE MORE MORE quickly content people From MORE We’re all MORE often digital sources
- 6. Content is onthe up! “ “ Every two days now we create as much information as we did from the dawn of civilization up until 2003 That’s something like 250,000 years of DVD-quality video
- 8. Same old, sameold • Everyone is doing the same old thing • There’s plenty of churn • If you can manage to overcome the resource problem • You quickly move onto the next problem • Delivering quality • Getting cut through
- 9. Good B2B contentis hard to find • What do I mean by good? • Marketing focus on the Job title • Marketing focus on the vertical • Guess what?!?!?
- 10. This way ofthinking is never going to get you out of the churn
- 11. How to becomea content king • DON’T become a content king • Become a CAUSE king • And do whatever it takes to help your audience’s cause
- 12. How to becomea CAUSE king • Don’t create segments • Find your personas
- 13. Personas • Build personas because you’ll get closer to the people • It will give you someone to aim for specifically – Name – Age – Interests inside and outside of the office – Who do they influence? – Who influences them? – What are their pain points? – Where are they in the buying process? • This will help find the CAUSE to back
- 14. Go out andfind them Attitudes Triggers Pain Points Hot Topics Influencers (and who to Where recruit) Who Competition Share of the Demographics conversation
- 15. The listening workflow Thelistening workflow Start Middle End • Finding your community Look for trends or • Building personas Keywords common • Find influencers conversations • Discover triggers • Pain points
- 16. Finding good examplesof B2B content • Hunting high and low • It’s not been easy • Conclusion
- 17. Your content makesme sick!
- 18. How did thatmake you feel?
- 19.
- 20.
- 21.
- 22. A few moreto get you thinking • Emotions drive sharing • Sharing drives a deeper understanding and action • Actions drive preference • Preference drives decisions
- 23. Where are theB2B examples? • They are hard to find • In B2B we’re going to have to take a leap of faith
- 24.
- 25. Big Red • Objective – Engage an audience in a seemingly low priority and highly commoditised product • Pain Points – Don’t want a service which restricts them and causes headaches every time they want to upgrade • Further insights – Appealing to a 30+ year old male, audience grew up with Marvel • Buying stage – Considering
- 49. BIG RED • Through personalisation of content we created: – Opportunity to share – Moments of humour
- 50. It’s great whenyour content gets consumed
- 51. But when itgets processed and shared there’s more benefit
- 52. Shared is understood • 73% say they process information more deeply, thoroughly and thoughtfully when they share it • 63% more brand recall when something is interactive Psychology of sharing New York Times 2011 Barnum and sully report 2010
- 53. The Psychology ofSharing Psychology of sharing New York Times 2011
- 54. Motivations to Share To bring To get the valuable To grow To define word out and and nourish Self- ourselves to about entertaining our fulfillment others causes or content to relationships brands others 49% say 68% share to 49% say 78% share 84% share sharing allows give people a sharing allows information because it is a them to inform better sense of them to inform online way to support others of who they are others of because it lets causes or issues products they and what they products they them stay they care care about care about care about connected to about and and people they potentially potentially may not change change otherwise stay opinions or opinions or in touch with encourage encourage action action
- 55. 6 Personas ofSharers • Segments are defined by: – Emotional motivations – Desired presentation of self – Role of sharing in life – Value of being first to share
- 56. Altruists Alturists • Helpful • Reliable • Thoughtful • Connected “ I sent a couple of articles on nutrition and wellness to a friend with health issues. She e-mailed me to thank me; she “ appreciated that I had been thinking about her.
- 57. Careerisits Careerists • Valuable • Intelligent • Networks “ I share [things related to] business interests and exchange ideas on how to improve our company’s “ offerings to our customers.
- 58. Hipsters Hipsters • Cutting Edge • Creative • Identity • Popular • Youth “ “ Sharing is actually part of who I am.
- 59. Boomerangs Boomerangs • Reaction • Validation • Empowered “ When I post controversial things, it makes me look engaged and provocative, and I want to be perceived that way. If I don’t get a “ response then I know I’ve missed my mark.
- 60. Connectors Connectors • Creative • Relaxed • Thoughtful • Making Plans “ I got a deal to the bar at the Gansevoort Hotel e- mailed to me. I forwarded it to a bunch of friends and “ we turned it into a girls night out.
- 61. Selectives • Resourceful Selectives • Careful • Thoughtful • Informative “ I only share things with someone specific if I think they will enjoy it. If they aren’t relevant to the “ material, there is no point in sharing it with them.
- 62. Which one areyou? Alturists Careerists Hipsters Boomerangs Connectors Selectives
- 63. Now we knowwhy they share | How can we influence it?
- 64. Influence sharing • Appeal to customer motivation to connect with each other – not just with your brand – Fractal Marketing (taking something, changing it and passing it on) – not just viral • Trust is the cost of entry for getting shared • KISS and it gets shared and it wont get muddled • Appeal to their sense of humour • Embrace a sense of urgency
- 65. Sharing is thebeginning • Yes I know I said it was the aim • But lets move it on to generating conversation Get credit Get shared Get shared Listen Respond for again responding
- 66.
- 67.
- 68. Making the mostof your content • Maximise reach • Align to the buying process • Make the most of your content
- 69. He finally mentionedthe word whitepaper • Getting the most from your content • Lets look how we can re-purpose this whitepaper
- 70. Maximise reach, create a Animated infographics, further opinion and insight journey via talking heads and vox pops, create a trailer Email Owned and 3rd data party blogs capture Whitepaper / report Presentation around the reports and how to action the information within your business Meeting Webinars Excerpt from report with full access after data • Lead capture generation • Social conversation Infographics drivers •Truncated, Social tools Take snippets of the repurposed See following pages report and tweet / content update status, creating interest amongst target audience driving along the journey
- 71. Homework • The next piece of content you create – Evoke an emotion – Generate a conversation
- 72. If you needsome help: Contented.ly
- 73. In Summary • Understanding the the good, the bad and the other crap – You’ve seen some great examples • How to create content that cuts through – Listening, personas, emotion, understanding sharing • Build a strategy and tactics for your content – Framework • What it takes to become a content king – Don’t become a CAUSE king • Using the right content to nudge the buyer down the funnel – Maximising content • Contented.ly – Will help you through the planning process - sign up TODAY!
- 75.
- 76. Image Credits • http://www.flickr.com/photos/libertinus/5061193974/sizes/l/in/photostream/ • http://www.flickr.com/photos/zeptonn/3965712792/sizes/o/in/photostream/ • http://www.flickr.com/photos/deepblue66/132439533/sizes/z/in/photostream/ • http://www.flickr.com/photos/gaensler/5209210788/sizes/l/in/photostream/ • http://www.flickr.com/photos/blackcountrymuseums/5123015826/sizes/z/in/photostream/ • http://www.flickr.com/photos/35688656@N00/62711239/ • http://www.flickr.com/photos/cibergaita/62711239/sizes/l/in/photostream/ • http://www.flickr.com/photos/mike-burns/5095046/sizes/l/in/photostream/ • http://www.flickr.com/photos/riekhavoc/5335899675/sizes/l/in/photostream/ • http://www.flickr.com/photos/ruthtsang/7292092138/sizes/z/in/photostream/
Editor's Notes
- #20 Anger maybe not an emotion we wish to evoke but use content that can help dissipate anger, by answering your audiences paint points. Take a look how the one dollar shave club have identified a pain point of “expensive shave tech that you don’t need”, answered it, and put a smile on your face.
- #21 Quite some time ago the government produced some adverts that looked at the affect smoking has on your arteries, it was really quite visually disgusting.
- #22 The campaign below was actually created by OTM for the movie The Last Exorcism. Viewer discretion is advised. A great piece of content that connected with the audience and drove a lot of conversation around the web, even if I do say so myself.
- #24 I have been at a few b2b conferences, I got a bit annoyed there there we’re no b2b examples and he just palmed us of that we’re all the sameBut I feel that I’m just not seeing the “good” content and that I want to see more being created by content marketersThat said I’ve managed to pull some content that is evoking emotion or engaging the content