1. @googledave Content marketing explained 2. @googledave@googledave 3. @googledave Be genuine, Be sincere, Be authentic 4. @googledave 5. @googledave Or 6. @googledave 1. Satisfied with what one is or has; not wanting more or anything else. 7. @googledave Company Employer brand and what it feels like Candidate Meaningful, two way persona connections Culture Your people with passionate behaviours Community Attract, engage (build) and convert Commitment Passion, dedication, time & effort 8. @googledave Strategy without tactics is the slowest route to victory, tactics without strategy is the nose to defeat SUN TZU The Art of war @googledave 9. @googledave@googledave 10. @googledave @googledave 11. @googledave A Brand is not what YOU say its is its what THEY say it is 12. @googledave@googledave 13. @googledave 14. @googledave@googledave 15. @googledave 16. @googledave We believe in challenging the status quo and doing things differently Apple - WHY? Our Products are beautifully designed and easy to use Apple - HOW? We make Great Computers etc Apple - WHAT? 17. @googledave@googledave 18. @googledave wants to evolve the way the world moves connect millions of people in real life all over the world, through a community marketplace so that you can Belong Anywhere we save money for a better everyday life inspire and nurture the human spirit one person, one cup and one neighborhood at a time 19. @googledave wants to evolve the way the world moves connect millions of people in real life all over the world, through a community marketplace so that you can Belong Anywhere UBER AIRBNB we save money for a better everyday life IKEA inspire and nurture the human spirit one person, one cup and one neighborhood at a time STARBUCKS 20. @googledave Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers 21. @googledave 22. @googledave 23. @googledave@googledave 24. @googledave 25. @googledave@googledave 26. @googledave 27. @googledave@googledave 28. @googledave PERSONA PAIN & PLEASURE Exercise 29. @googledave Think WHAT DO THEY WORRY ABOUT AT NIGHT? WHAT ARE THER FUTURE CHALLANGES? WHAT DO THEY GET FRUSTRATED WITH? HOW ARE THEY MEASURED? WHAT MAKES THEM SUCCESSFUL? WHAT WOULD MAKE THEIR LIFE EASIER? 30. @googledave 31. @googledave 32. @googledave 33. @googledave ACCELERATED AUDIENCES What would a ,marketer do. BUY THEM IN! and there ahs never been a better time.. Its only get to get more expensive Email data LinkedIn followers on company page Twitter consider buying handles (footy accumlator story) Facebook darkposts @googledave 34. @googledave Expertise WE KNOW WHOYOUARE Social Ads Flexible to persona 35. @googledave@googledave 36. @googledave Its a marriage, not a one night stand Humans are at the other end Tailor your approach to the influencer Listen and learn Make friends before you need them 37. @googledave@googledave@googledave 38. @googledave Your SUSPECTS 39. @googledave 40. @googledave 41. @googledave 42. @googledave 43. @googledave 44. @googledave 45. @googledave 46. @googledave 47. @googledave #intalent @googledave 48. @googledave@googledave 49. @googledave@googledave 50. Set up New situation Progress Climax Complications Final push Aftermath @googledave 51. @googledave@googledave 52. @googledave BULLSHI T! @googledave 53. @googledave 54. @googledave@googledave 55. @googledave 56. @googledave@googledave 57. @googledave@googledave 58. @googledave WHATS YOUR STORY? Exercise 59. @googledave Think DISCUSS AND SHARE YOUR STORIES SHARE COMPANY LEGENDS? TELL YOUR PEOPLES TALES? 60. @googledave@googledave 61. @googledave 62. @googledave Ethos Pathos Credibility - Trust Logos Consistency - Logic Emotions - Imagination 63. @googledave 64. @googledave Persona has a problem but is not aware of the solution SEE Has a problem and is researching the solutions THINK Aware of your solution, convince them! DO Theyre a customer encourage to buy and share more DELIGHT 65. @googledave #RecruitIn @googledave HAPPY FEARSAD ANGER ANTICIPATIO N @googledave 66. @googledave@googledave 67. @googledave 68. @googledave 1. Industry Pain Points 2. Common Customer Qs 3. Trending Industry Topics 4. Brand Stories 5. Research & Analysis 6. Outside of industry into your world 7. Industry News & Trends @googledave 69. @googledave@googledave 70. @googledave 71. @googledave 72. @googledave@googledave 73. @googledave@googledave 74. @googledave@googledave Think like investigative journalists Ask the audience, spot trends Create links with you PR teams Hot topic whats app group 75. @bryan_phc #AskPh @googledave 76. @bryan_phc #AskPh @googledave COKE BOTTLES WITH NAMES @googledave 77. @googledave FULL SCREEN SHOT ON IPHONE 6 PHOTO @googledave 78. @googledave@googledave 79. @googledave@googledave High quality and relevant over time Educational, how to posts History and future of posts Educational posts, guides Create multiple posts to cascade Create content hubs and linkable assets 80. @googledave CONTENT CASCADES make life easier and provide scale Webinar Youtube video Podcast Transcribed content Blogs Slideshare deck Speaking at Events Community response feeds content evolution Nationwide infographic graduate and influencer interviews turned into content) Series of blogs and visual assets about them Keeps the original content idea/concept alive @googledave 81. @googledave 82. @googledave Ask the audience Live Chat Google Analytics in site search Google suggestion tool Google insights spot upward trends Keyword research Persona topics through the funnel 83. @googledave Events in your business Events in your sectors Seasonal trends in your personas world Seasonal events Films, TV shows 84. @googledave@googledave@googledave 85. @googledave 86. @googledave 87. @googledave 88. @googledave@googledave 89. @googledave 90. @googledave 91. @googledave 92. @googledave 93. @googledave 94. @googledave 95. @googledave United learning should EMPOWER INSPIRE RECOGNISE (BE) LOCAL 96. @googledave 97. @googledave CONTENT IDEAS Exercise 98. @googledave GIVE VALUE & ALWAYS BE HELPING MAGNIFICNANT 7 THEMES DIFFFERENT CONTENT ASSETS EMPATHY AND EMOTION WHATS HOT AND ALSO THINK FUTURE PERSONALISE CONTENT AND MESSAGE EVERGREEN CONTENT CREATIVE OUTREACH CONTENT CASCADES Think 99. @googledave OhS%&t!Howdowedoit 100. @googledave SEE THINK DO DELIGHT Type of content 101. @googledave SEE THINK DO DELIGHT Length of strategy Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH 102. @googledave SEE THINK DO DELIGHT Determine Objective Q1 Q2 SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH 103. @googledave 104. @googledave 105. @googledave@googledave 106. @googledave Insurance story - newsjackingk 107. @googledave@googledave 108. @googledave 109. @googledave@googledave 110. @googledave 111. @googledave 112. @googledave Disappointment by design Engineering disaffection Picture of balloon thats popping kids balloon, @googledave 113. @googledave 114. @googledave 115. @googledave Silver and Bronze medalists. Image. @googledave 116. @googledave@googledave 117. @googledave@googledave 118. @googledave@googledave 119. @googledave 120. @googledave Carl W. Buehner @googledave People may not remember what you did or said, but they will always remember how you made them feel 121. Thank you. @googledave googledave@ph-creative.com @googledave