Content marketing explained
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My deck from my Content Marketing workshop for LinkedIn 100 summit in San Francisco, June 2015. How content marketing can help you connect with people to help you become digitally famous. Whats you content marketing 'Why'? How it impacts your Brand? Design content for happiness - across business process Customer journey mapping and experience Persona 'pain and pleasure' Build and audience using social media Tools to help you build an audience and give you ideas Content ideas, themes and techniques How to build a strategic and tactical plan
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Content marketing explained
- 3. @googledave Be genuine, Be sincere, Be authentic
- 4. @googledave
- 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
- 11. @googledave “A Brand is not what YOU say its is… it’s what THEY say it is”
- 13. @googledave
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- 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?
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- 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 ”
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- 22. @googledave
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- 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
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- 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 Ad’s Flexible to persona
- 36. @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
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- 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 They’re a customer encourage to buy and share more DELIGHT
- 66. @googledave #RecruitIn @googledave HAPPY FEARSAD ANGER ANTICIPATIO N @googledave
- 68. @googledave
- 69. @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
- 71. @googledave
- 72. @googledave
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- 80. @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
- 81. @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
- 82. @googledave
- 83. @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
- 84. @googledave Events in your business Events in your sectors Seasonal trends in your personas world Seasonal events Films, TV shows
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- 99. @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
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- 124. @googledave Carl W. Buehner @googledave “People may not remember what you did or said, but they will always remember how you made them feel”
Editor's Notes
- Intro…. What its all about…. Go through a process and some task to get you thinking - bit fun Mention book Traditional marketing talks about people Content marketing talks with them Its not advertising – that’s selling Content marketing is tailored to your audience and their persona’s… It involves them….
- 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.
- 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….
- 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
- Are we creating great content Are we really thinking about what we are producing…. Or….
- 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.
- 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….
- 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…
- 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
- Story of family walked into a restaurant and nobody even noticed them Candidates are spending up to 2 hours research your as a potential employer Think about the content marketing journey – attribution model What are they looking for? What questions are on their mind? What objections may they have? What information are you providing? What and how are you providing it? where? When they want it? Candidates want to get to know you before the apply – how do you help them?? Content will help you tell your story… Its help you create ‘feelings’ and thoughts towards your brands and its people
- Stories can help you build you brand proposition MRI scans show that when we evaluate brands, we primary use emotions and how we ‘feel’ rather than logic and facts and figures It not what you think or say it is… it is what they say it is… You can’t control your brand, you can only influence it…Its what people say about you, when you have left the room… Your employer brand doesn’t stop with pass or fail. It isn’t just about recruitment. Its retention, experience and communication from them moment they touch your brand – for their life time. Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand
- Explain concept and nuroscience study behind it Separate areas of the brain lighting up…. Why do you think it was….??
- 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
- Design for Happiness… Embrace this and look for pioneering ways to bring your employer brand and experience together. After all the link between the experiences, memories and feelings you help to generate towards as a place to work; At every stage of the journey is a clear sign of how much this genuinely matters to you, your team and most importantly the passion you have for helping candidates ‘see’ and feel’ it for themselves. This overtime brings the community towards you, passive and active – and in my world this is what branding, CX and marketing is all about – making friends for tomorrow so we can speak to them today and create a desire for them to want our products, services and in this case Jobs! Design for happiness,
- Explaining CX mapping If you think about it – most of your candidates start their journey toward you digitally Hint at Virgin work and empathy mapping
- 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….
- The why game….
- 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
- 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
- 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
- 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…
- Talk about customer service at NW … Talk about BAE Hiring manager story… Talk about NW story and customer service – change mind set… Learning point… bring the teams and hiring managers together…. Shape how we think and approach the challenges and shaped the culture we leave behind…
- 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…
- Go back in time… who are really successful Content marketers…. Publishers…. They are obssessd about what their readership wants… What do they do….
- They build an audience... Explains channel… Be in the channels your persona’s are
- 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!
- 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
- Make friends with people who are already influencing your target persona’s Pub analogy – you walk into a pub and these are the people who everyone is listening to and buying a drink! Your mission it to make friends with them… It takes time… marketing is about making friends for tomorrow
- 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
- 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…
- 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
- 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….
- 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
- 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
- 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. 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…..
- 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
- Stories should just end – the end is a catalyst for the next story The great things about a story is that they live on, and keep getting told Create anticipation. Keep your EVP alive showing candidates the experiences that resonate with them Don’t get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well – people will want to be part of shaping the next chapters in your stories, which is a new chapter for them Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you
- 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
- 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….
- 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?
- 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?
- Show ARM – we want to tell the world about ARM Visual Talk about key finding talent board (cande awards) 2 way connections…. Talk about why Business process First 7 days Sharability of content – becomes a linkable assets and evergreen content Create awareness and culture internally Show the outside world through the power of people teales what it ‘really feels like’ to work for ARM (maybe think of some other examples - something from zappos? Maybe??) Nationwide Tree? Pledges – UGC content
- 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….
- 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
- 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
- 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
- Use better version
- 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
- 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.
- 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.
- 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
- Insurance company in OZ… Obama is coming to town!
- Newsjacking – show graph of this working Insurance story – add slide
- 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!)
- 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.
- 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.
- 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)
- 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
- 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
- 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
- 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)
- 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?
- 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
- Its been emotional….!
- Its been emotional….!
- Disappointment by design Engineering disaffection… Picture of balloon that’s popping kids balloon,
- Silver and broze medallists
- 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..
- Love this quote…. So you’ve got your brand, you think about your candidate experience… We’ve looked at our mission for content, we’ve forging a strategic and looked at tactics and ideas on who to create a content strategy to connect with talent… But… more than anything Content is a commitment, it’s a culture… You need to build a team, that live and breath it – (mentioned Declan and RBS – he’s build his own marketing team – that’s exactly what I would do) And I truly believe you need people with passion for connecting with talent see content as a supporting voice that will help you build relationship and create conversations….
- MISSING A WORD – YOU!!!!
- MISSING A WORD – YOU!!!!