Post on 25-Jul-2015
@johnvlane | @centerline
What The Hell Is Going On Here?
@johnvlane | @centerline
1Big Point There’s too much focus on
quantity of content
as the path to content marketing success.
@johnvlane | @centerline
@johnvlane | @centerline
1Questions you may be asking yourself right now…
Doesn’t quantity of content play a big role in findability (SEO)?
If I choose to focus on “less, better” then how do I choose what to create?
Something completely different from the audience…?
Create New Math
World Relevance
Age + Accuracy + Utility + Channel Distribution
Brand Relevance
Message + Design + Effectiveness
@johnvlane | @centerline
@johnvlane | @centerline
2Big Point We truly believe we
know our audience but we really don’t know them at all.
What’s so funny?
And why doesn’t she get the joke?
@johnvlane | @centerline
Who The Hell Are These People, Really?
CREATE
DELIVER
ACTIVATE
Edit – The Content Lifecycle Optimization
Replace Iterate Promote
PLAN MONITOR &MEASURE
@johnvlane | @centerline
@johnvlane | @centerline
2Questions you may be asking yourself right now…
So are you saying that personas are the most important thing or a waste of time?
How do I determine the best metrics and systems for my situation?
Something completely different from the audience…?
@johnvlane | @centerline
3Big Point
To achieve relevance with your audience,
focus on context.
And to keep up with ever changing context, think in terms of
agile marketing.
@johnvlane | @centerline
“We’re looking at who’s written those comments, what their influence is and what comments have the most potential for helping us create new content.”
Iain Tait - Global Interactive Creative Director at Wieden+Kennedy
@johnvlane | @centerline
@johnvlane | @centerline
3Questions you may be asking yourself right now…
How fast are things (channels, mediums, “marketing”) really changing?
How can I keep up (especially if I’m doing everything by myself)?
Are we done yet?!
Something completely different from the audience…?
ResourcesTom Webster: “Why You Don’t Need Content Strategy” “Rolex: How A 109-Year-Old Brand Thrives In The Digital Age” Rand Fishkin: “Content Marketers Could Become Their Own Worst Enemy” “Content Marketing Will Never Work” from Travelblather “The Big Problem Of Ad Fatigue” Centerline Digital: Content Planning Guide “How To Create and Customize Pivot Tables In Excel” 5 Whys (via Wikipedia) Cait Smith: “Navigating How Humans Think”
@johnvlane | @centerline