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@googledave
@googledave
@googledave
Or…
@googledave
1. Satisfied with what one is
or has; not wanting more or
anything else.
@googledave
Company – brand and what it ‘feels’ like to work with them
Customer – Meaningful, two way persona connections
Culture – Your people with passionate behaviours
Community – Attract, engage and convert
Commitment – Passion, dedication, time & effort
@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
@googledave@googledave
@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?
@googledave@googledave
@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
@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
@googledave
@googledave
Ethos
Pathos
Credibility - Trust
Logos
Consistency - Logic Emotions - Imagination
@googledave
Pathos
@googledave
Behaviour Influence Persuade
@googledave@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave
@googledave
“Personas are archetypes that describe
the various goals and observed
behavior patterns among your potential
users and customers ”
@googledave
@googledave
@googledave
@googledave
The Business of B2B Content Marketing
@googledave
@googledave@googledave
@googledave@googledave
@googledave
PERSONA PAIN & PLEASURE
Exercise
@googledave
Think
WHAT DO THEY WORRY ABOUT AT NIGHT?
WHAT ARE THEIR FUTURE CHALLANGES?
WHAT DO THEY GET FRUSTRATED WITH?
HOW ARE THEY MEASURED?
WHAT MAKES THEM SUCCESSFUL?
WHAT WOULD MAKE THEIR LIFE EASIER?
@googledave
@googledave
@googledave
@googledave
@googledave
NETWORK
· Everyone connected; lack of content in the middle
· Easier to build so we play the numbers game
· Often about the get, rather than the give
· Never been so connected, but yet so disengaged?
@googledave
COMMUNIT
Y· Like jam, content in middle creates stickiness
· Holds it together, so we go back for more
· People feel urge to participate, help and support
· Create real-life relationships that add value
· Provides brand lift, amplification, online visibility
· The human touch, more authentic and sincere
@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
@googledave
DARKPOSTSAND CUSTOMAUDIENCES
@googledave
GMAILADVERTISING
@googledave@googledave
@googledave
@googledave
· It’s 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
@googledave
· Be a giver, not a taker – givers gain
· Share, comment and write reviews
· Invite to interview, guest posts
· Curate their content, include in Top lists
· Co-create – look for joint opportunities
@googledave@googledave@googledave
@googledave@googledave
@googledave
Your SUSPECTS
@googledave
@googledave
@googledave
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave@googledave
@googledave
BULLSHI
T!
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
SHARE YOUR STORIES
Break
“ The customer isn’t a moron;
she’s your wife.
“
David Ogilvy
The Business of B2B Content Marketing
The Business of B2B Content Marketing
@googledave
@googledave
@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
They’re a
customer
encourage to buy
and share more
DELIGHT
The Business of B2B Content Marketing
@googledave
RYAN
HANLEY
Content Warfare
TOP
100
QUESTIO
NS
Ryan Hanley
@googledave
#RecruitIn
@googledave
HAPPY FEARSAD ANGER ANTICIPATION
@googledave
@googledave@googledave
@googledave
@googledave
1. Industry
Pain Points
2. Common
Customer
Q’s
3. Trending
Industry Topics
4. Brand
Stories
5. Research
& Analysis
6. Outside of
industry into
your world
7. Industry
News &
Trends
@googledave
@googledave@googledave
Create
AHA!
moments
· Switch on moments of realistation
· Share meaningful insights
· Offer help and provide value
· Show why working with you ad values
@googledave
@googledave
@bryan_phc
#AskPh
@googledave
@bryan_phc
#AskPh
@googledave
COKE BOTTLES WITH NAMES
@googledave
@googledave
FULL SCREEN “SHOT ON IPHONE 6” PHOTO
@googledave
@googledave@googledave
@googledave
@googledave@googledave
@googledave@googledave
@googledave
@googledave
@googledave@googledave
• High quality and relevant over time
• Educational, how to posts…
• History and future of posts…
• Create multiple posts to cascade
@googledave
The Business of B2B Content Marketing
Crowdsourcing CONTENT
The Business of B2B Content Marketing
@googledave
The Business of B2B Content Marketing
@googledave
@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
@googledave
@googledave
· Employees advocates – they can reach an
audience 10x that of your brand
· Harness the power of the team
· Identify you most socially savvy
· Rules of the game – follow the content plan
· Measure, share and grow
@googledave@googledave
• Think like investigative journalists
• Ask the audience, spot trends
• Create links with you PR teams
• Hot topic ‘whats app’ group
@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
@googledave
Events in your business
Events in your sectors
Seasonal trends in your personas world
Seasonal events
Films, TV shows
@googledave@googledave@googledave
@googledave
@googledave@googledave
@googledave
@googledave
@googledave
@googledave
CONTENT IDEAS
Exercise
@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
@googledave
…OhS%&t!Howdowedoit
@googledave
SEE
THINK
DO
DELIGHT
Type of content
@googledave
SEE
THINK
DO
DELIGHT
Length of strategy
Q1 Q2
SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
@googledave
SEE
THINK
DO
DELIGHT
Determine Objective
Q1 Q2
SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH
@googledave
@googledave@googledave
The Business of B2B Content Marketing
@googledave
@googledave@googledave
The Business of B2B Content Marketing
The Business of B2B Content Marketing
The Business of B2B Content Marketing
@googledave@googledave
The Business of B2B Content Marketing
The Business of B2B Content Marketing
The Business of B2B Content Marketing
The Business of B2B Content Marketing
@googledave
@googledave
@googledave@googledave
@googledave
@googledave
Be genuine, Be sincere, Be authentic
@googledave
Carl W. Buehner
@googledave
“People may not remember what you
did or said, but they will always
remember how you made them feel”
Thank you.
@googledave
googledave@ph-creative.com
@googledave

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The Business of B2B Content Marketing

Hinweis der Redaktion

  1. Content is an experience… not just words, fonts, code, design, Content is what gives visibility online – if you think about it; its why search was invented Your content marketing and the strategy behind it (if done well) will increase your visibility of your brand in front of those you want to connect with and help you build a community to help you connect with Talent Content is not just about the web – you need to think past the web, it what your audience consumes on an device Its the entire experience… But here is the thing… Everyone is talking about content marketing… and what do they need to do to engage their audience… When we talk about producing content… what are thinking? What do we see when we talk about content marketing
  2. Are we creating great content Are we really thinking about what we are producing…. Or….
  3. Or are we just satisfied with what we are producing? Being satisfied just isn’t anywhere near good enough. Less than 2% has 100 shares or more You need to think differently. Content goes much, much deeper than that… it’s a commitment, not a campaign It doesn't mean everyone has to write but it requires an interest and collaboration. This is because content isn't just marketing it also culture. Create a content culture in your teams. Its not a content strategy, it’s a people strategy a culture Great content can attract great people and help you become digitally famous   We don't need more content. We need content that does more.
  4. Content marketing isn’t a buzzword… Its an ethos….if done properly it will help you differentiate you form your competition It will help you….
  5. This isn’t about fire and forget…. Its about having a strategy and tactics that’s is going to help you Win the war for talent…
  6. Space shuttle analogy….. Its not about the 60 seconds to get to space It’s the planning and preparations that’s gone in in the build up…. Have a clear mission
  7. Simon Sinek Start with why…. Based on human biology and chemistry Why – emotion – limbic part of the brain What – rational – neo cortex Apple v the Competition, other computer companies Uncover your why…. Ask you people… why do you work here… simple question Look out for answers that include ‘feel’ … I feel you help me….
  8. The why game….
  9. Go back in time My research started in 384BC Aristotle the scientist, a famous Greek Philosopher Founding father of communication
  10. Aristotle stated… That human persuasion occurs with 3 ingredients Ethos – persuasion through credibility and trust Logos – persuasion through logic, facts and figures Pathos – Art of appealing to emotions
  11. Studies and research have shown most powerful ingredient…. Is the Power of Pathos – the power of persuasion through emotion If we look at the high engaging stories, Hollywood films, presentations The most successful are 65% Pathos…. They lead with emotion Engage people through emotion and you will be more likely to engage and persuade them to listen and act how you want
  12. Fast forward to now…. We have learnt more about the human brain in last 10 years….entire existence As marketers – take what biology and neuroscience tells us – understand the human brain Understand peoples behaviour, how to influence and persuade them And what makes people tick we can aim to make emotional connections that resonate and   Connect through the power of personality.... Unlock the human algorithm
  13. CX Customer Journey Touch points in you process – visualize or use other examples… whats our version What are they feeling, thinking? How easy was it to do business at that point – how effortless What was my memory of that stage of the process NPS scores – have you finger on the pulse Make it matter, make it meaningful
  14. Explain concept and nuroscience study behind it Separate areas of the brain lighting up…. Why do you think it was….??
  15. Coke works really harder through various content and different channels The coke Christmas lorry The Diet coke break… You don’t ask for a Pepsi and coke – its JD and Coke! Creating moments of positive experiences and forging memories in our minds… Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!) The MRI scans proves that feelings made the people in the second test choose coke – not taste first
  16. Design for Happiness… http://www.uxbooth.com/articles/science-happy-design/ Design for Happiness… happy but not by accident… good design and experience comes from principles of understanding the psychology of people… what they feel and think through the process during each moment and the moment between the moments The best digital experiences create happiness Happiness correlates in the likelihood to return and recommend Happiness creates positive sentiment and likely hood to share Greater happiness, greater engagement, greater results Happiness = ROI
  17. And think about this in your digital experiences…. The moment between the moments ASOS catwalk videos and if you dropout of checkout and they will call you up with a ‘call to action’ Tesco Opticians – people want to try glasses on – augmented reality has improved conversion So what are you Moments between the Moments – identify them, where they? In your world, this would be the candidate experience… But for me this isn’t the ‘recruitment process’, on boardin - It’s the moment they touch your brand… It not when they apply, when they fail… it’s the moment they touch your brand…
  18. So what do we have to do… We have to get to know those that we want to connect with… Its not B2B or B2C its about People to people… By getting to know the we can then create world class digital experiences To help us to become digitally famous… and connect with people
  19. But its not about identifying the masses Behind every digital experience is a human being…. The keyboard is the biggest conversation killer…. Its about focusing and understanding the individuals… This is about connecting with people
  20. So to lead with empathy – we need to understand those we want to connect with And in a digital world – you can never underestimate the power of the sticky note! In the world of increasing technology, our ability to empathise is becoming more important And be the difference between a one night stand, or relationship that matter and make a difference to you You do that… by become the candidate you want to be – stand in their shoes We have to understand who they are, their characteristics, their routines, what the like and dislike, the question they ask, the objection they have? Why do they want to change their jobs, why wouldn’t they? Empathy mapping, as humans we are hard wired to avoid Pain and seek Pleasure We want to avoid pain more than seek pleasure Bride story… feel good…click into…
  21. EXERCISE 2 Focus on the pain and pleasure sections This will help identify things and areas that you can help you persona targets with Will help you formulate ideas on how to connect with them…
  22. but you more than anything, don’t want to feel crap! It’s the hurt and rescue, the before and after
  23. Go back in time… who are really successful Content marketers…. Publishers…. They are obssessd about what their readership wants… What do they do….
  24. They build an audience... Explains channel… Be in the channels your persona’s are
  25. But they are obsessed with building subscriptions… They work REALLY hard on building lists….. 96% people use email 67% use social Email is a professional social channel And MUST be part of your content strategy Marketing automation As marketer's we are obsessed with building lists!
  26. We all have networks – how many of us here have networks? How many of us here, continually give into the ALL THE networks you are part of? Human mind is designed to work in small ‘tribes’ – we crave bonding, sense of belonging Various studies in anthropology show humans can handle around a maximum of 150 relationships
  27. But there are some out there; that we stick with, become loyal to – why? Because of value, participation, given back, support, help, advice – a ‘real-life’ community giving back….
  28. 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
  29. Become the expert in you space Martin Lewis started 2003 as a forum to help people save money He wanted to become the go to, expert in ‘helping’ people save money Also, one clever thing – he provided content ready made for Journalists…. His target influencers Influencing the influencers to accelerate and amplify his content along with his brand He built content, added value, forums, make content valuable to the community and the influencers of the community Sold for 2012 £87m – he doesn’t give a shit about saving money now!! B2B marketers use their team as subject matter experts Thought Leader Model – not just thought leaders, but life savers? Process to leverage internal subject matter experts Capture questions customers ask, answer them with content, Could you get target influnencer to answer them – egojack!
  30. Identify influencers – think about those that influencer your target persona’s Charlotte Caldwell Story Recruitment, In-house – we decided to target Employment law partners… Explain why… Tell story of how how…
  31. Find the promoters within the community Influence the influencer / Influencer marketing A marriage, not a one night stand… don’t go for the quickie!! Listen and learn to what you target influencers are interested in – Good conversationalist, listen most of the time – then we know what to say Humans are at the other end… be nice, interested in them, Make friends before you need them When we are married to someone – we demonstrate loyalty (its hard to break) – Booster rockets either side of the shuttle – internal and external but like all marriages you have to work at it –it take time and we have to put effort into it
  32. Influencers can have big ego’s Egojacking Be a giver not a taker This is like giving digital hugs… Make them feel good about themselves – chemical Oxytocin is released
  33. ARM cyber man story Number 1 cyber security guy in europe… No series of blogs, webinars, speaking engagements And it all started with a RT and a twitter friendship…
  34. Create a list of suspects… Your top 50 influencers People you want to digitally network with… Influencer marketing Webinars, podcast, transcription Podcast interviews (use interviews to get close to hot topics and briefs for content Top list of social influence in recruitment Top list of social influence companies Top list of people on LinkedIn Top list on Tw Top…. How to build you network of… Thought leadership model
  35. A brilliant way of engaging you audience with content is thought the power of Telling a good (authentic) Story Tell stories to engage your audience that resonate with them Seth Godin - marketeers don’t need to create more stuff, we need to create better stories If history lessons where taught in stories format – we’d remember them! Who have been some of the greatest story tellers over the years….
  36. Hollywood…. If we learn from those that have been telling stories for decades… Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience And they do it very well The make the hero’s and the characters reflect those they want to connect with… click
  37. Their customers…. In the films, they have characters that will mirror or resonate with the customer of the films they want to attract Its why avengers had the female character Aliens – sci-fi (typically a male dominant genre) – female lead – my wife loves Aliens (especially for hangover) days! So, put the spotlight on your customers and you benefit by attracting those you want to engage with
  38. This is backed up in science and neurology …we can get people on our same same wavelength MRI scan from research by D Hassan – midn sync When we tell stories both the storyteller and the listeners brains respond. It’s the way to activate part of our audiences brains so that they turn the story into their own idea and experience… Our minds actually ‘synch together’… its know as neurocoupling We are hard wired to try and understand each other (scouser) Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told This is marketing’s very own ‘vulcan mind meld’ But we have to be very careful not to hit…..
  39. In the NLP we have something called the critical faculty – it’s the human bullshit monitor As marketers, we are the greatest bullshit trainers in the world People see on average 10000 links a day... The average human attention span is 7 seconds – a gold fish has 8!! Who remembers the billboard / xfactors / sky +   How many of you have the ‘good old staged corporate videos’ how often do you see videos about companies – who really watches ! Do you ever see a bad job advert – someone should write a crap advert and I reckon it would go viral! Tell the truth… part of the human brain seeks the truth – this is how we are hard wired
  40. What are your companies legends? The greatest stories you want to tell? The people stories that resonate with the feelings and thoughts of those you want ot connect with. Your employees will have stories they tell about ‘why’ it is they work with you – set them free – become a brand that love to tell stories People are x10 more likely to connect with people in the brand than the brand itself – what's you plan to leverage this? The same for you suppliers – how do the agencies you engage – how much to they take time out to ‘get you’ so they can tell stories to help engage the talent and connect them with you? Tell story of BAE persona workshop – magic happened
  41. What are the people tales that must be told from your business Vodafone work been doing recently on how to ‘Pitch the brand’ in the recruitment process – they gave me a load of numbers! Virgin ‘Heart felt service Virgin ‘Acts of random kindness’ part of virgin magic – stories of engineers Remote control They guy who though his virgin media wasn’t working Breed , cultivate stories… but these are….Real-life stories Marketing starts with HR…… Hows to say marketing should sit within HR Need have a process to find and cultivate these real life stories, demonstrating….
  42. It’s not always be closing (ABC) … it Always be helping (ABH) It’s about help, not hype B2B customers are making big decisions that can help or hinder their decisions Buying cycle can be long… there for providing content is crucial
  43. The currency of real networking is Generosity and Value – give your best stuff away Its not the source of the content, its how valuable it is to the customer, Help candidates, people with their day to day life's… Graduate campaign, its not about the opportunity, it about helping them out with pain and pleasure Create more value, for more people, more often… So, when it comes to choosing… They choose you….
  44. Big content and visual or interactive assets can speak a 1000 words and Entertain, inspire; educate and convince your candidates …. Edutainment – those ‘types that get shared the most. Convince people to ‘do’ what we want – case studies Power of social proof – get customers / candidates to tell the story Selling – social proof
  45. In marketing with have buying funnels or This a funnel shows the ‘considerations stages’ people go through Passive candidates are at the see stage and the delight stage – delight is your twilight zone A shelf full of ken and barbies just dying to be taken of the shelf! See: Persona has problem they don’t know about yet, future challenge, Content that is of interest to a wide audience - Awareness Think: Aware of problem, looking for answers and consideration - Content that is more targeted for a specific persona and addresses their needs with a product/service of yours Do: Considering you solution. Content that is informative and direct. Usually with calls-to-actions that help personas take the next step Delight: Already a customer, get them to buy more and amplify, interviews etc. Creating brand advocates - high amount of referrals, positive word of mouth both online and offline
  46. Works in insurance Wanted to work on SEO for the company website Customer first approach - top 100 questions - If you could have one insurance questions answered… what would it be? Top 100 insurance questions answered in 100 days Blogs, videos (youtube, and facebook 0 kinks to blog), seeded into a community that grew and became alive with opinions and thoughts Community began to fed itself and add value – essentially answering questions on who the audience searches We do the same with #AskPh O&D story – same principles….
  47. We need to focus on the emotional drivers that create ‘emotionally charged events’ in our brains MRI scans show that with emotion we literally lighting up our brains Think about it – when we share funny images, videos – it not the image we are sharing – its how it makes us feel (refer to shipped pants) Various studies show the top 5 emotions we need to bring into our marketing and communications Happy – joy, humour, affection – makes us want to share (cats, funny videos) Sad – helps us to empathise – we feel the need to talk about it and share - think charity videos Fear – Surprise, flight or fight response. When scared chemicals urge us to bond / tell people– get closer to people in the cinema) Anger – create controversy, illicit a response, dare we say create an argument – Anticipation – as humans we want to know the outcome – Hollywood does this to us all the time We want to see the ending!!!! – think Breaking bad or 24 – we’ll just watch one more!!! You need to build these emotions into your marketing and communications to candidates, you content, videos, people propositions Sharing is how we pass on our ‘personality’ Create emotionally charge connections = people will care and share you content, amplify your brand and turn candidates into fans
  48. BIG WARNING….. Symptom of synthetic marketing / fabricated culture. VIDEO WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT STUNT – not the feel good department They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  49. BIG WARNING….. Symptom of synthetic marketing / fabricated culture. WestJet master stroke They cared about their audience, they did a lovely thing for some passengers. They made a promise to do a good deed based on the number of shares. Who came up with the idea? The customer service department? The HR department? THE MARKETING DEPARTMENT STUNT – not the feel good department They made damn sure they caught every second of the experience on camera and even filmed the ‘making of it’ too. I’m not being cynical, I’m demonstrating the corporate value of understanding how to manipulate human emotion. I’m highlighting the value of building this into a plan, a process and an outcome that adds value to a business – otherwise what’s the point.
  50. Content is the currency of influence Through research here is he ‘Magnificent seven’ themes of content proven to help you connect with your audience Research and Analysis – data is where ideas and opinions grow – Salary survey, the future of you world
  51. Create Aha moments!   Don’t answer with service and benefits…. Tell compelling stories with narrative Look to switch on moments of ... relisation… Share industry insights that are meaningful, helpful and provide value Show why working with you ads business value
  52. Insurance company in OZ… Obama is coming to town!
  53. People want a tailored, Personalised experience. By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  54. People want a tailored, Personalised experience. By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
  55. Creative outreach IPOD IN BOX Earn attention – create transmedia stroytelling Our graze box Apple Designer attraction campaign Made bespke ipod for the top 50 designers in the world and recruited 4 (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)
  56. Even our dogs are getting personalised marketing!!! Tails.com
  57. Evergreen content is a pieces of content that is high quality and relevant to your persona’s over a long period of time Why Evergreens? Google loves it Will improve engagement, conversions, brand awareness, social shares Ask your self… will people read this one year from now? What’s does you persona want? Think about the pain and pleasure section from your persona mapping What way can you create this? Create multiple versions and create content cascade Webinars, podcasts, blogs (make sure you link internally) How to posts How to write a cv (in sector) that gets you noticed? How to create a LinkedIn profile that…. Historic posts The history of Talent Management and what the future holds (this could be an infographic, series of blogs, engage influencers for their opinion etc) Future of post How the…. Educational post The complete guide to…. Everything you need to know… Beginners Guides… Advanced guides… A series of these post can become a Main topic download / playbook Create a ‘hub’ for this (can become a linkable assets and digital feeder – show example
  58. Crowd Source Content Moments at the exhibition During meetings Making a difference Fly on the wall opportunities Things to do in…. create and curate content in your business locations What can you do to show the behaviors of your content mission / content ‘why Low effort, in hose Fires up your community Create a competitive element around it Engage and encourage = content momentum
  59. Virgin Atlantic – customers capturing places to visit in-between meetings (this could be catorarised into bars, museums, places to see, eat, do, play, must see etc – then encourage the venues included to share your content and amplify brand) Crowd Source Content Moments at the exhibition During meetings Making a difference Fly on the wall opportunities Things to do in…. create and curate content in your business locations What can you do to show the behaviors of your content mission / content ‘why’
  60. Behind the
  61. HOT TOPICS Team almost like investigative journalists (Clark Kent?!) Spotting trends Ask your audiences Nationwide resourcing team get a daily brief form corporate PR Create a whatsapp group for submitting hot of the press as and when your teams uncover something – then decide how to prioritise… categorise it (MAYBE a big image of whats app!)
  62. Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic / Other techniques: Ask the audience Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity Live chat Google analytics ‘in site search’ Review old content Use google suggestion tool (show screen shot) Google insights – new trend on subjects Google alerts Quora Keyword research Google insights
  63. Tools – show some images of tools with links on – portent.com / ub spot blog post gen / quora screenshot on a topic / Other techniques: Ask the audience Team – hot topic spoters – create internal whats app group to share fast and then qualify, grade the opportunity Live chat Google analytics ‘in site search’ Review old content Use google suggestion tool (show screen shot) Google insights – new trend on subjects Google alerts Quora Keyword research Google insights
  64. Creative outreach IPOD IN BOX Earn attention – create transmedia stroytelling Our graze box Apple Designer attraction campaign Made bespke ipod for the top 50 designers in the world and recruited 4 (shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)
  65. EXERCISE 1 What’s you why? (why are you doing it? overarching or next piece of content?) How will it help your audience, persona; How will it be delivered OR what will be the outcome? Why should I come and work for you? Why? I don’t care game…. What’s you Content marketing wht ‘Why’? What’s your the ‘mission’ for your content? Target audience What you will be delivered What the outcome will be? Target Audience (Persona’s) Why and How you will help them? (need to give example write one for Ph, or show others….) Example company NEED EXAMPLE This can be an exercise – how do we show (your turn) visually? We need to provide an example verssion – lets create one for Ph EXERCISE 1 What’s you why? (why are you doing it? overarching or next piece of content?) How will it help your audience, persona; How will it be delivered OR what will be the outcome?
  66. After I’ve gone through the different content tactics, examples, ideas etc. We then ask the team to consider what content ideas, assets etc. they can come up with that would attract and engage their HRD persona   Again place on wall, flip etc
  67. Its been emotional….!
  68. Its been emotional….!
  69. NUTURE THEM…… Think like a marketer…. If these candidates where prospects – we’d work really hard in getting them to buy just once – then a second time! Another way to look at it… Under Armaour example - Getting them ready for the assessment..
  70. By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
  71. MISSING A WORD – YOU!!!!