Attention is the Currency

8/18/2019 Attention is the Currency

1/34

Attention is a Currency We earn it, we spend it, and sometimes welose it. Why now is the time to invest in digital

experiences that matter.


2/34

Table of Contents1 – 5

6 – 7

8 – 15

16 – 20

21 – 23

24 – 28

29

30 - 31

32 – 33

The Challenge with Content Marketing

It’s All About Data

The Winning Strategy

Finding Meaning

Attention is a Gift

Your Funnel: A Journey

Nothing Happens Until Someone Feels Something

Summary

More About LinkedIn


3/34


4/34

May we have yourattention please?Did you know that nearly two-thirds of Americans get their newson Twitter and Facebook?

In the last 30 years, mankind has produced more information thanin the previous 5,000. At the same time, attention spans are downto 8 seconds and falling.

are struggling to stay focused on everything that happens everysecond of every day.

information to us…our way. If anything, when it works, I’m moreaddicted rather than soothed. But that’s the point.

It’s more than news though. It’s all the memes, animated GIFs,

updates, events, questions, conversations and every other digital



5/34

“If thou remember’st not theslightest folly that ever love

did make thee run into,Thouhast not loved.”Shakespeare, As You Like It

How many times did you have to read that quote? Did you gloss over it? Did you even take a moment to reallyunderstand it?

while being in love, then perhaps you were never reallyin love to begin with. That’s the basis for a relationship. Itmakes you do new and special things.

where you may or may not get that one glance?

This is the challenge marketers face with digital engagement.



6/34

To solve for ittakes mindfulness.This moment, right now, is important.

Every word. Every image. Everything isthoughtful.

We’re here together to learn something…to do something.

What was it?

Attention is after all a currency.

We earn it. We spend it. We value it.



7/34

What this means

for marketing:Every message has to be clear. Concise. A well-made Tweet is an art form. To geta retweet means you have to make aconnection. It has to talk to and throughsomeone.

To stand out from the swell, we must

and with care.

Make it the one post that converts or isremembered.

This is how you get heard.



8/34

We all assume that becauseconsumers are consumers,they naturally consumeeverything we produce.

Attention is a gift. Content marketing is atactic.

Content strategy is a means to an end. Towhat end are we working? And what doesengagement look and feel like on the otherside?

How do you and your consumers walkaway from engagement with a feeling ofsatisfaction and value?



9/34

Did you know that 4.6 billion pieces of content areproduced daily? Tweets / Videos / Whitepapers /Email / Listicles / Instagrams / Webinars / Vines /Infographics / Podcasts / eBooks / GIFs / Blogs /Memes

When everyone thinkstheir creativity is special,we drown in a sea ofmediocrity.



10/34

Stats help our cause toimprove content anddigital strategy overall.So, while we’re at it, did you know that we checkour phones 110 times a day?

- Employees check email 30 times every hour.

- Social media has overtaken everything online asthe #1 activity on the web.

- In 2 years, online video will make up 70% of



11/34

Remarkable Contentis the AnswerContent marketing costs 62% less thantraditional marketing and generates about 3times as many leads.

B2B companies that blog generate 67% moreleads per month than those who do not blog.

The average return on an email marketinginvestment is $44.25 for every dollar spent.

37% of marketers say blogs are the mostvaluable type of content marketing.

72% of marketers think that branded content is

69% say it’s superior to direct mail and PR.



12/34

So, what’s the secret tosuccess?Content Strategy is practically a riddle wrappedin an enigma.

No one can tell you the secret to a viral video,infographic, Instagram, animated gif.

This is because nothing is truly viral until it goesviral.

The only secret to success is that you haveto start with empathy. Understanding people,context, their state of mind and their aspirationsand goals, inspires creativity and relevance. Thisis where true engagement connects.

Truth is, most consumers are vaccinated againstmediocre content.



13/34

Rage Against

IrrelevanceThe world doesn’t need more content, it needsmore relevant content.

63% of consumers reported they may defect frombrands due to irrelevant content

Of that group, 41% would consider ending a brandrelationship due to irrelevance and 22% alreadyhave.

“Great content needspathological empathy.”

Ann Handley



14/34

“If I had more time, I wouldhave written a shorter letter.”Blaise Pascal

I would have written you a shorter tweet if I had more time.

I would have been more engaged if I wasn’t so distracted.

I would get to know you better if I could just slow down.

I would value your attention more if I knew how to reallymeasure it.

Excuses, excuses.

Perhaps the problem is we’re trying to change the gamewhen in fact, we need to leave it behind and start anew.



15/34

Relevance in contentstrategy takes intent. Maybepart of the problem is how

vanity metrics. Yet we leanon them as a matter of

survival at work and evenin our personal lives. Vanitymetrics don’t add up toanything that really sayswe matter or we stand forsomething meaningful.



16/34

A like doesn’t mean we’reloved.

Comments don’t really addup to community.

Don’t let your ego hijack yourcontent strategy. It’s aboutwho is sharing, commentingand caring. The rightmessage gets to the the rightpeople and is then sharedthrough their audience and

their audiences and so on.



17/34

Change is in the air.If we’re to do anythingabout the future of digitalmarketing, we must embracethat change happens to us orbecause of us.

Be the #leftshark .


d


18/34

Change starts with you.

Ask “what if?” What if we tried something thatmatters?

Ask “why?” Why would someone feel compelledto share this moment with us?

Ask “what?” and “how?” What couldengagement look like and how can we becomemore relevant, useful, helpful, entertaining, andengaging?

“Everyone thinks of changingthe world, but no one

thinks of changing himself.”Leo Tolstoy

Finding Meaning

Fi di M i

Fi di M i


19/34

Question everything.Meaning is uncovered whenwe ask “why?”

Change begins with“what if?”

Innovation starts with“what’s next?”

Finding MeaningFinding Meaning


20/34

Fi di g M i g


21/34

You are and aren’t the person you’re tryingto reach.

To challenge the status quo means youhave to challenge assumptions.

The gap between what you know andwhat you need to know is separated bylistening, observation and understanding

they belong.

Who are they?What questions do they have?Where do they go and why?What are they trying to do?What do they value?

These answers will make your digitalmarketing matter. Content and technologymerely become enablers to somethingmore important.

Finding Meaning

Finding Meaning


22/34

Did you know that yourcustomer will visit at lea

10 digital places to learnabout your product orservice?Did you know that your customertends to drop hints and or express

solutions to make things better?

In its own way, consumerism is aform of passive-aggression that no

marketing can truly solve or makedisappear.

Finding Meaning

Attention is a Gift


23/34

The secret to successstarts with intent.Be impartial.

Answer questions.

Solve problems.

Listen, respond and be helpful. Make people smile, laugh and sometimes give them pause. Design engagement and customer journeys across screens,platforms and networks so they are seamless. Create experiences that are delightful, memorable andshareable.

Attention is a Gift

Attention is a Gift


24/34

What do you do withsomeone’s attentiononce you have it?I call this the embrace. This istrue engagement.

And here, success is measuredby what happens next.

Attention is a Gift

Attention is a Gift


25/34

Taming the

Funnel MonsterTechnology moves fast and what was once a simple linearfunnel has now become a complicated dynamic journey, andas a marketer it can easily turn on you.

retargeting , nurture campaigns and more are no longernice to haves, they are essentials for a seamless experience

across multiple devices.

As a marketer it can be a lot to take in. But it’s up to us totame this would be funnel monster and send him back towhere he came from, the 90s.

Attention is a Gift



26/34

Our buyers live online and consult theirnetworks to research potential purchases.

According to Forrester Research, upto 90% of a buyer’s path to purchase iscompleted before a salesperson comesinto the picture.

Here’s more stark reality:

- 95% of website visitors never provide anemail address to marketers.

- Of the 5% who do, only about 20%open the prospecting emails they getafterwards.

- Bottom line: most marketers areconverting less than 1% of all possibleleads.




27/34

The funnel isn’t a funnelat all. It’s a journey.

You now have an opportunity to deliver value

throughout the customer journey…to improve thecustomer experience from beginning to end.

The customer journey is comprised of a series ofmoments.

your audience?

What if you could establish an ongoing connectionand provide your prospects with the content theywant at the right exact time to help them maketheir purchase decision?

What if you could eliminate all those leaks and

opportunities? You can.




28/34

The Funnel Reimagined:LinkedIn Lead Accelerator





29/34

The New Funnel:The Relationship Loop

: y: y



30/34

The Pillars of Digital Engagement

y

Nothing Happens Until Someone Feels Something


31/34

The new funnel requires a newapproach to marketing. This iswhere your story begins.

Let’s evolve from contentmarketing to an era ofmeaningful engagement and

experiences.It’s time to engage customersthroughout the entire buyer’s

journey because that’s whatpeople want.

g pp g

Summary


32/34

There’s a greater return whenstrategies and outcomes alignwith what people value. And,

mutual value doesn’t happenby mistake. It’s driven bypurpose and intention. That’sreal engagement!Now you have to think holistically with a fulfunnel solution that can deliver content, drive

business and to customers at the same time.

Remember, attention is a gift. Surprise and

we can’t wait to see what you do next.

y

Summary


33/34

Takeaways

pictures of food and cats.

Competition for attention means youcompete against everything in thestream.

It’s time to shelve your current digitalstrategy and campaigns.

Create more relevant experiencesthroughout the buyer’s journey to riseabove the noise.

Rethink the future of contentmarketing by competing for attentioninstead of memes.


34/34

Attention is the Currency

Documents