Bas Van den Beld The Inbounder

@basvandenbeld

Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com

How to create the right content at the right time to the right audience

@basvandenbeld

Speaking, Consulting, Publishing, Training

The Inbounder, Valencia, 2016

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HOW TO CREATE THE RIGHT CONTENT AT THE RIGHT TIME TO THE RIGHT AUDIENCE

BAS VAN DEN BELD

#theinbounder Ponencia en inglés - Ponte los

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The New Hope?

We have a problem

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On WordPress alone, there’s over 2 million blog posts published every single day. That’s 83,000 blog posts an hour.

Source: https://wordpress.com/activity/posting/

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Every second, on average, around 6,000 tweets are tweeted on Twitter, which corresponds to over 350,000 tweets sent per minute or 500 million tweets per day

Source: http://www.internetlivestats.com/twitter-statistics/

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There are about 4.75 billion Facebook Updates every day

Source: Facebook

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Google has indexed 45 trillion pages in April 2016…

Source: http://www.worldwidewebsize.com/

@basvandenbeldh"p://www.worldwidewebsize.com/

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And most of it… …is rubbish…

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For marketers this means…

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Attention is a currency

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The marketer’s solution?

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And then

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More content

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But we want to stand out!

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So we create…

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“Different content”

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Only 30% of marketers rated their content marketing efforts as effective

Source: 2016 content marketing survey by the Content Marketing Institute and MarketingProfs

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In 2013/2014, the volume of content produced per brand increased by 78%, but the engagement decreased by 60%

Source: http://trackmaven.com/resources/the-content-marketing-paradox-report/

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Content Marketing is not about publishing everything we know

The real solution?

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The New Hope?

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Relevant content when and where it matters

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Help your audience find the answer to their problems

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The difference between helping and selling is only 2 letters

Jay Baer - Youtility

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Look beyond the obvious

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Content creation should be about Anticipation

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How?

•This is a mindset!

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Understand the (changing) landscape

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How?

•Follow industry blogs •Follow what is said on social •Read books! •Talk to people around you! •Test!

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Understand your goals

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How?

•Brainstorm them out! •Talk to colleagues •Talk to clients

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Understand relevancy

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How?

•Get to know those you are targeting

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The wrong assumption is that someone starts at 0. Wrong, everyone has preconceptions

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http://std.al/netflixaddictive

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How?

•Research social media •Find questions •Research your e-mail! •Track behaviour

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Understand perspective

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How?

•Talk to customers •Get others involved •Never assume!

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Understand steps people take

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We are focusing our efforts here

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Now you can create and market content

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Choose your Content types wisely

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Shareable content Thought leadership content

Educational content Product contentBranding content

Persuasive content

E-books

Social content

Webinars

Press releases

Branded videos

Fact sheets

Speaking

Reviews

Checklists

Network ing

Demo's

Ratings

Price guide

Endorsements

Events

Trend reports

Infograp hics

Reports

Quotes

Expert content

Slide shares

Guest blogs

How to guides

Interviews

Emails

Event information

Lunches

Case studies

Outreach

Sales conversatio

ns

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Each piece of content has to have its own goal(s)

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Content to win their trust

Thought leadership content

Educational content

Branding content

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@basvandenbeldhttps://www.airbnb.com/pineapple

https://www.airbnb.com/pineapple

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Content to make them come back


Educational content

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Content to make them talk


Branding content

Persuasive content

Shareable content

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Content to make them convert

Product content

Branding content

Persuasive content

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Getting there

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Plan it out (example)AudienceType

Targetaudience

Theirgoals

Yourgoals

TheNextBestClick

Whatphasesaretheyin

ContentType Content

Seekers Describe Findcontent

Makethemjoiners Signup Unaware

Thoughtleadershipcontent

Guestblog

Joiners Describe Hearfromyou

Gettheminterestedinsomething

else

ReadanotherarFcle

Aware EducaFonalcontent Webinars

Sharers Describe Lookgood Havethemshare

Sharebu"ons

Aware/Unaware

Shareablecontent

Socialcontent

Buyers Describe Getwhattheywant

Makethembuy Pay Researching Product

contentBrandedvideo

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Make sure things works together

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The right gear

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Connect the dots…

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New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse

50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”

http://std.al/stodcmcourse

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Have Bas speak or train at your even or company consult? Get in touch!

Bas van den Beldwww.basvandenbeld.com www.stateofdigital.com nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld

New: Content Marketing Strategy Essentials Course http://std.al/stodcmcourse

50 euro discount in the next 2 weeks for you as Inbounder using code “inbouderbas”

http://std.al/stodcmcourse

Bas Van den Beld The Inbounder

Marketing

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