From 'Good Enough' to 'Can’t Get Enough': How to Consistently Create Content Your Audience Loves
Transcript of From 'Good Enough' to 'Can’t Get Enough': How to Consistently Create Content Your Audience Loves
FROM ‘GOOD ENOUGH’ TO ‘CAN’T GET ENOUGH’: HOW TO CREATE CONTENT YOUR
AUDIENCE LOVES <3
Ann Handley Author, Everybody Writes CCO, MarketingProfs @MarketingProfs
Hana Abaza VP Marketing Uberflip @hanaabaza
@uberflip
#ContentHacks
Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.
@uberflip
#ContentHacks
Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.
JOIN IN ON
@uberflip @annhandley
#ContentHacks
cc: RavindanLEGO -‐ h0ps://www.flickr.com/photos/100615199@N02
Content Quality vs. QuanJty
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cc: RavindanLEGO -‐ h0ps://www.flickr.com/photos/100615199@N02
Quality vs. QuanJty
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#ContentHacks
The biggest missed opportunity in content is
playing it too safe.
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#ContentHacks
76% of B2B orgs plan to produce more content in
2016.
2016 MarketingProfs/Content Marketing Institute Study
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51% of B2B orgs plan to spend more on content in
2016.
2016 MarketingProfs/Content Marketing Institute Study
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30% of B2B orgs know their content is effective.
2016 MarketingProfs/Content Marketing Institute Study
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‘Engaging Content’ = top challenge
2016 MarketingProfs/Content Marketing Institute Study
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Photo by phooleo - Creative Commons Attribution License https://www.flickr.com/photos/37039541@N08 Created with Haiku Deck
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#ContentHacks
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Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck
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#ContentHacks
Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck
@uberflip @annhandley
#ContentHacks
Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck
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Created with Haiku Deck
Photo by Wicker Paradise - Creative Commons Attribution License https://www.flickr.com/photos/76061588@N03 Created with Haiku Deck
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“We kidnapped & trafficked Michael Barr from his ancestral motherland of Minnesota in 2013, forcing him into presidency. “He’s the Cialis to our performance anxiety.”
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When you sell a product that most people get free at trade shows, your
story is the start of the thing that sets you apart.
-- Lauren Krakauskas, Freaker USA
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A bigger story puts your business in context of what
people care about.
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Why this works:
Bigger context. Real class, real curriculum, real coursework.
Short, tight segments. I feel smarter. (And part of something.)
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Takeaways:
How do you lead? How do you make customers deeply smarter? How do you make the world a better place?
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A “variety pack” about business innova0on, tech culture, and people
who have found their purpose.
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“I believe that a brand is the sum of every experience that a customer has with you.”
– Bill Macai)s, CMO, Slack
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“For many people the first interac0on they have with a company is via a sterile, lifeless lead gen ad that takes you too a prison landing page where you are forced to enter in your life's informa0on (and you know you will get immediately called by an overbearing sales rep before you are ready to have that conversa0on.”
-‐Bill, again
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“Content will never work if it’s an arm’s length thing.”
– Steve Pratt, Pacific Content
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Second thing to steal:
2. Short, shareable segments. (Two channels.)
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Takeaways:
Does your content tell a different story with a specific POV? Are you refining your content based on data, stakeholder feedback?
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#ContentHacks
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Multiplication signs
are key
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We help nonprofits achieve real, las0ng change.
We only work with clients we believe in.
We take risks.
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We help nonprofits achieve real, las0ng change.
We only work with clients we believe in.
We take risks.
Culture: Who are you.
Empathy: What are you like to deal with?
Story: Why you do what you do.
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#ContentHacks
Q. So it's super, super nerdy?��A. Yes, and also no. Collecting and analyzing such a wealth of information warmed the cockles of our data-nerd hearts, because we are the kind of wierdos who get really excited about comparative metrics and nifty data trends, and also we like saying "cockles.”
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“It’s who we are. It’s how we do the work. If the label falls
off, you know it’s ours.”
Madeline Stanionis, Creative Director, M+R
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But we aren’t ____________.*
* fun
* snarky * weird
*flippant * another adjective
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Marketing MadLib: But we ARE... 1___________
2___________ 3___________
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Your brand voice can a;ract AND repel.
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@uberflip @annhandley
#ContentHacks
The biggest missed opportunity in content is
playing it too safe.
@uberflip @annhandley
#ContentHacks
“A ship is safe in harbor. But that’s not what ships are for.” -- William G.T. Shedd
@uberflip
#ContentHacks
QUESTION TIME!
hub.uberflip.com
Hana Abaza VP Marketing Uberflip @hanaabaza
Ann Handley Author, Everybody Writes CCO, MarketingProfs @MarketingProfs