Why Most Content Marketing Sucks!

Marketing

duval-union-consulting
  • WHY (MOST) CONTENT MARKETING SUCKS!
  • We are Duval Union Consulting, a consultancy company that helps companies master digital transformation and social media. CLICK FOR MORE INFO http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com
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  • CONTENT MARKETING ?? DearMedia
  • A B Media are transportation tubes to transport messages from A to B in order to influence people’s opinions. And media need content to disguise the messages. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • But traditional media are eroding. Their future is uncertain. And brands are looking for alternatives to transport their messages … 2000 2005 2010 2015 Newspaper print ad sales Google digital ad sales Newspaper digital ad sales $44.3 $19.5 $0.1 $1.5 $46.0 $3.4 In US$billions WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us!NOT ! If y ou w ant the m t o co me , you ’ll s till nee d to gra b th eir atte ntio n fi rst! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral! NOT ! Org ani c re ach on soc ial me dia is dec rea sing exp one ntia lly and hav ing clie nts to s har e yo ur me ssa ges is a hug e ch alle nge ! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this! NOT ! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • 4 REASONS WHY CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR 
 THE WRONG REASON WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS DON T BELIEVE THE HYPE! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS What problem are we actually solving here? 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON In our book Digital Transformation, we describe seven elements that are fundamental for digital transformation: The Seven Metaphors of Digital Transformation. Content marking involves your position in the value chain, opinion making and/or community influences. If you haven’t thought about this yet, you’re probably doing something wrong. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON TRANSPARENCY ACCOUNTABILITY PROXIMITY RESPONSIVENESS BI-DIRECTIONAL HUMANIZATION AUTHENTICITY The Glass House Relationship MONOLITHIC VS. ATOMIC APPIFICATION LONG TAIL PERSONALIZED EXPERIENCE SPEED PRICE (SELF-)SERVICE SCALABILITY The Package Product, Service & Packaging BYPASSING VIRTUALIZATION FRAGMENTATION OF TOUCHPOINTS The Frog Position in the value chain NEW GATEKEEPERS RECOMMENDATIONS "GOOD IS GOOD ENOUGH" AMBASSADORSHIP The Gatekeeper Opinion making The Traveller PLACE UTILITY EMPOWERED SELF DELIVERY FULFILLMENT NEW WAY OF WORKING CONTEXTUAL AWARENESS REAL-TIME Location & Place The Participant COMMUNITY GAMIFICATION COLLABORATION THE POWER OF THE CROWD Community The Cyborg INTERNET OF THINGS WEARABLES QUANTIFIED SELF ROBOTICS DATA MONITORING Progressive Technology WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need a strong & clear strategy 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR 
 NO REASON AT ALL WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL A lot of organizations have no strategy and thus no objectives that justify content marketing as a tactical instrument. Therefore you should ask yourself: “Why content marketing?” The reasons why you should use content marketing: - To raise or maintain the organization’s image - To generate or raise awareness - To drive some sort of conversion - To improve retention WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL Good content marketing reaches all four of the goals. In reality, you should score these objectives and write down why you are betting on content marketing. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 5% 15% 35% 45% retention conversion image awareness “Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff” http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL To measure the success of your objectives, you should write down KPIs. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS retention conversion image awareness KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need to determine objectives & KPIs 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS It’s not even your fault. People in communication are taught to think as a sender of their messages towards one or more receivers. But it doesn’t work that way (anymore) Sender Receiver http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS You should start by thinking which content your audience likes and wants to receive or already is consuming right now. Receiver The content that my target audience wants or already is consuming. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS Once you know your target audience, you’ll need to audit yourself and write down what message that you want to send to your target audience. Sender The message(s) that I want to send to my audience. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS Once you’ve done this, you can check if there are any elements that already correspond. This is what we call the Content Sweet Spot. Sender The message(s) that I want to send to my audience. Receiver The content that my target audience wants or already is consuming. CONTENT SWEET SPOT http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS The problem with the Content Sweet Spot: it’s very small or doesn’t apply for your organization. Be honest, most of your fans don’t want to read/hear what you really want to tell them. VERY SMALL CONTENT SWEET SPOT NO CONTENT SWEET SPOT http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS In both cases, you’ll need to broaden your message towards your audience and tell them stories that they really want to read and hear, which will make your Content Sweet Spot bigger. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 1. focus on a main theme wherein you develop a strong thought leadership 2. touch different points of your audience’s interest 1. 2. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 1. focus on a main theme wherein you develop a strong thought leadership 1. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 2. touch different points of your audience’s interest 2. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS An extra opportunity is transforming your ‘obligated’ communication into attractive chunks of content. ANNUAL REPORT shopify.com/2014 For their 2011 report, Austria Solar literally showed readers the power of the sun, using specially formulated inks that remain invisible until sunlight falls on the page. Bold, minimalist graphics appear in a flash that communicates exactly what the brand is about. CSR RECRUITING GCHQ runs recruiting ads within Xbox Live http://www.duvalunionconsulting.com http://shopify.com/2014
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS You have to think like a publisher http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT For many times, we’ve seen ‘creative’ agencies produce overpriced content that may win awards but isn’t effective at all. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Or content is considered as a obliged thing and assigned to people who are not the right people for the job. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Bottom line: You are not evaluating content correctly! You either pay too much or too little. And in both ways, the wrong people are creating the content that is so important for the success of your company’s communication strategy. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT You’ve lost some battles, but the war isn’t over. ‣ Start hiring journalists (maybe some who got fired by traditional media companies). ‣ Be objective and cutting-edge. ‣ Generate quality content and evaluate yourself with some criticism. If it’s just good enough, don’t do it. ‣ Give your company journalists one mission: build a loyal audience that really believes what you say. ‣ And keep your traditional marketing or corporate communication experts far away. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT But… My brand…? http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You have to be(come) a media company 4. THE WRONG PEOPLE CREATE THE CONTENT http://www.duvalunionconsulting.com
  • WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 1. You’re creating content for the wrong reason 
 Develop a strong strategy 2. You’re creating content for no reason at all 
 Determine objectives & KPIs 3. You’re creating content that sucks 
 Think like a publisher 4. The wrong people create the content 
 Be(come) a media company http://www.duvalunionconsulting.com
  • WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You are warned now, so don’t let this great opportunity get buried underneath the loads of content crap! http://www.duvalunionconsulting.com
  • WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS Do you need help with developing your content strategy? We can help you! CONTACT US http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/
  • @JCAUDRON @NICKVINCKIER [email protected] [email protected] JO CAUDRON Managing Partner NICK VINCKIER Executive Consultant +32 475 43 80 98 +32 474 39 12 82 http://www.twitter.com/jcaudron http://www.twitter.com/dadovanpeteghem http://www.twitter.com/nickvinckier mailto:[email protected]?subject= mailto:[email protected]
  • WHY (MOST) CONTENT MARKETING SUCKS!
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  • WHY (MOST) CONTENT MARKETING SUCKS!
  • We are Duval Union Consulting, a consultancy company that helps companies master digital transformation and social media. CLICK FOR MORE INFO http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com http://www.duvalunionconsulting.com
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  • CONTENT MARKETING ?? DearMedia
  • A B Media are transportation tubes to transport messages from A to B in order to influence people’s opinions. And media need content to disguise the messages. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • But traditional media are eroding. Their future is uncertain. And brands are looking for alternatives to transport their messages … 2000 2005 2010 2015 Newspaper print ad sales Google digital ad sales Newspaper digital ad sales $44.3 $19.5 $0.1 $1.5 $46.0 $3.4 In US$billions WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • ALTERNATIVE 1 - THE WEB If we build a cool website, the audience will come towards us!NOT ! If y ou w ant the m t o co me , you ’ll s till nee d to gra b th eir atte ntio n fi rst! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 2 - SOCIAL MEDIA People love us, they will share everything we say, everything will go viral! NOT ! Org ani c re ach on soc ial me dia is dec rea sing exp one ntia lly and hav ing clie nts to s har e yo ur me ssa ges is a hug e ch alle nge ! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS ALTERNATIVE 3 - CONTENT MARKETING Let’s create great content. Everyone is going to read this! NOT ! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • 4 REASONS WHY CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR 
 THE WRONG REASON WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS DON T BELIEVE THE HYPE! WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS What problem are we actually solving here? 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON In our book Digital Transformation, we describe seven elements that are fundamental for digital transformation: The Seven Metaphors of Digital Transformation. Content marking involves your position in the value chain, opinion making and/or community influences. If you haven’t thought about this yet, you’re probably doing something wrong. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON TRANSPARENCY ACCOUNTABILITY PROXIMITY RESPONSIVENESS BI-DIRECTIONAL HUMANIZATION AUTHENTICITY The Glass House Relationship MONOLITHIC VS. ATOMIC APPIFICATION LONG TAIL PERSONALIZED EXPERIENCE SPEED PRICE (SELF-)SERVICE SCALABILITY The Package Product, Service & Packaging BYPASSING VIRTUALIZATION FRAGMENTATION OF TOUCHPOINTS The Frog Position in the value chain NEW GATEKEEPERS RECOMMENDATIONS "GOOD IS GOOD ENOUGH" AMBASSADORSHIP The Gatekeeper Opinion making The Traveller PLACE UTILITY EMPOWERED SELF DELIVERY FULFILLMENT NEW WAY OF WORKING CONTEXTUAL AWARENESS REAL-TIME Location & Place The Participant COMMUNITY GAMIFICATION COLLABORATION THE POWER OF THE CROWD Community The Cyborg INTERNET OF THINGS WEARABLES QUANTIFIED SELF ROBOTICS DATA MONITORING Progressive Technology WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need a strong & clear strategy 1. YOU’RE CREATING CONTENT FOR THE WRONG REASON http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR 
 NO REASON AT ALL WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL A lot of organizations have no strategy and thus no objectives that justify content marketing as a tactical instrument. Therefore you should ask yourself: “Why content marketing?” The reasons why you should use content marketing: - To raise or maintain the organization’s image - To generate or raise awareness - To drive some sort of conversion - To improve retention WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL Good content marketing reaches all four of the goals. In reality, you should score these objectives and write down why you are betting on content marketing. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 5% 15% 35% 45% retention conversion image awareness “Because we want to (re)connect to our audience in a direct way in order to influence them to buy our stuff” http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL To measure the success of your objectives, you should write down KPIs. WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS retention conversion image awareness KPIs TO MEASURE TOOL TO MEASURE WHEN TO MEASURE http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You need to determine objectives & KPIs 2. YOU’RE CREATING CONTENT FOR NO REASON AT ALL http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS It’s not even your fault. People in communication are taught to think as a sender of their messages towards one or more receivers. But it doesn’t work that way (anymore) Sender Receiver http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS You should start by thinking which content your audience likes and wants to receive or already is consuming right now. Receiver The content that my target audience wants or already is consuming. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS Once you know your target audience, you’ll need to audit yourself and write down what message that you want to send to your target audience. Sender The message(s) that I want to send to my audience. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS Once you’ve done this, you can check if there are any elements that already correspond. This is what we call the Content Sweet Spot. Sender The message(s) that I want to send to my audience. Receiver The content that my target audience wants or already is consuming. CONTENT SWEET SPOT http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS The problem with the Content Sweet Spot: it’s very small or doesn’t apply for your organization. Be honest, most of your fans don’t want to read/hear what you really want to tell them. VERY SMALL CONTENT SWEET SPOT NO CONTENT SWEET SPOT http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS In both cases, you’ll need to broaden your message towards your audience and tell them stories that they really want to read and hear, which will make your Content Sweet Spot bigger. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 1. focus on a main theme wherein you develop a strong thought leadership 2. touch different points of your audience’s interest 1. 2. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 1. focus on a main theme wherein you develop a strong thought leadership 1. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS There are two possibilities: 
 2. touch different points of your audience’s interest 2. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS An extra opportunity is transforming your ‘obligated’ communication into attractive chunks of content. ANNUAL REPORT shopify.com/2014 For their 2011 report, Austria Solar literally showed readers the power of the sun, using specially formulated inks that remain invisible until sunlight falls on the page. Bold, minimalist graphics appear in a flash that communicates exactly what the brand is about. CSR RECRUITING GCHQ runs recruiting ads within Xbox Live http://www.duvalunionconsulting.com http://shopify.com/2014
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 3. YOU’RE CREATING CONTENT THAT SUCKS You have to think like a publisher http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT For many times, we’ve seen ‘creative’ agencies produce overpriced content that may win awards but isn’t effective at all. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Or content is considered as a obliged thing and assigned to people who are not the right people for the job. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Bottom line: You are not evaluating content correctly! You either pay too much or too little. And in both ways, the wrong people are creating the content that is so important for the success of your company’s communication strategy. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT You’ve lost some battles, but the war isn’t over. ‣ Start hiring journalists (maybe some who got fired by traditional media companies). ‣ Be objective and cutting-edge. ‣ Generate quality content and evaluate yourself with some criticism. If it’s just good enough, don’t do it. ‣ Give your company journalists one mission: build a loyal audience that really believes what you say. ‣ And keep your traditional marketing or corporate communication experts far away. http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT But… My brand…? http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 4. THE WRONG PEOPLE CREATE THE CONTENT Your brand goes here http://www.duvalunionconsulting.com
  • DearMedia WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You have to be(come) a media company 4. THE WRONG PEOPLE CREATE THE CONTENT http://www.duvalunionconsulting.com
  • WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS 1. You’re creating content for the wrong reason 
 Develop a strong strategy 2. You’re creating content for no reason at all 
 Determine objectives & KPIs 3. You’re creating content that sucks 
 Think like a publisher 4. The wrong people create the content 
 Be(come) a media company http://www.duvalunionconsulting.com
  • WHY MOST CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS You are warned now, so don’t let this great opportunity get buried underneath the loads of content crap! http://www.duvalunionconsulting.com
  • WHY (MOST) CONTENT MARKETING SUCKS WHY (MOST) CONTENT MARKETING SUCKS Do you need help with developing your content strategy? We can help you! CONTACT US http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/ http://www.duvalunionconsulting.com/social-media-strategy/
  • @JCAUDRON @NICKVINCKIER [email protected] [email protected] JO CAUDRON Managing Partner NICK VINCKIER Executive Consultant +32 475 43 80 98 +32 474 39 12 82 http://www.twitter.com/jcaudron http://www.twitter.com/dadovanpeteghem http://www.twitter.com/nickvinckier mailto:[email protected]?subject= mailto:[email protected]
  • WHY (MOST) CONTENT MARKETING SUCKS!
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