Mike McGrail - OTE London - Without Content, We are Nothing
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Without Content, we are Nothing Mike McGrail @mike_mcgrail
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Topic: Without Content, We are Nothing This talk will hammer home the importance of high quality content in today’s marketing mix. Key points: Key Takeaways: A brief history of content What is good content and of course, what is bad content? Why your business does have a story to tell and where to look for the diamonds Keeping up the content momentum via planning How to make a big impact with re-active content How do we tell if all this effort is paying off? What is the future for content marketing?
Transcript of Mike McGrail - OTE London - Without Content, We are Nothing
Without Content, we are NothingMike McGrail
@mike_mcgrail
Content marketing is nothing new…
So why all the fuss?
We have the tools
A need to stand-out
Search is key
What makes great content?
Inspire people
Be helpful
Make them feel something
Spark conversation
What makes bad content?
Bad content is content that achieves nothing for your business.
If it’s achieving nothing for your business, it’s likely it’s achieving nothing for your customers
Nothing
What can we talk about?
Heritage and history
Your team
Your processes
Your customers
Content planning
Customer Profiling Exercise
As a customer of…. The Great Outdoors Clothing Company
I want to… wear your product while climbing
So I can… push myself further
Map out content across…
• Themes• Days, weeks and months• Platforms - blog, video, Facebook, Twitter
etc etc etc• Author – who is responsible?
Remember to assess your needs as an overall business.
The power of reactive content
525 million impressions 38,000 re-tweets
Is my content performing?
• Google Analytics is your best friend• What are people reading and acting on?• Ask your audience what they want• Focus on the wins• What platforms are generating the most
traffic and action?• Remember to use ‘goals’• Beware the threat of stagnation!
What’s the future of content marketing?
• All businesses will be publishers• Consumers will expect more• But they’ll also contribute more• Purchase trigger-points will be wider• Re-active will continue to grow• We’ll all have jetpacks, hover boards and
wear stupid glasses with computers built in…
Thanks for listening! Give yourselves a clap…
If you liked it, please tweet me! - @mike_mcgrail
