Jonathan Henley: Shape-shift your Content

SHAPE-SHIFTYOUR CONTENT

WITH

JONATHAN HENLEY

HELLOWELCOME TO MY VIEW OF SHAPE-SHIFTING STUFF TO MAKE IT BETTER.

SHAPE-SHIFT YOUR CONTENT 2Twitter: @JayRHenley Web: www.communicationscrucible.com

WHAT?SHAPE-SHIFTING…


UNDERSTANDING YOUR AUDIENCE1

PITCHING YOUR CONTENT TO MATCH YOUR AUDIENCES

HOW TO TAILOR YOUR TOP CONTENT

TODAY

2

3


WHY IS THIS IMPORTANT?


SHAPE-SHIFT YOUR CONTENT 6

What do we want?‘Useful, relevant information.’When do we want it?‘Yesterday.’

Twitter: @JayRHenley Web: www.communicationscrucible.com

SOME GRATUITOUS

GENERALISATIONS



GLUTTONS



VERY PICKY….



‘FADDISTS’



THE AVERAGE SCHMO



TECH-SAVVYTRIBES



THE EDUCATED BUYER



DIGITALNOMADS


HOW TO GET UNDER THEIR

SKIN?


First principles, Clarice. Simplicity. Of each particular thing ask: What is it in itself? What is its nature? What does he do, this man you seek?

“”


THE SCIENCE BIT


27,000,000 Pieces of content

shared each dayAOL & Nielsen (2012)


9 OUT OF 10Organisations market

with contentContent Marketing Institute 2012


86% of B2Cmarketers use

content marketing 91% of B2B


Content Marketing Institute 2012


64% of B2Bcontent marketers say

their biggest challenge is producing enough content

Content Marketing Institute 2012


Companies with an active blog report

97% more leadsContent+ 2013


90% of userslisten to recommendations

shared by friendsVoltier Digital 2012


73%of all industry-specific Twitter posts include

content sharingAOL & Nielsen 2012


99%of people who share

via social networks do so via multiple platforms

AOL & Nielsen 2012


58%of consumers trust

editorial contentAOL & Nielsen 2012


90%of consumers find

custom content usefulCustom Content Council 2011


78%believe that organisations

providing custom content are interested in building good

relationships with themCustom Content Council 2011


Articles with images get 94% more views

Content+ 2013

40% of people will respond better to visual information than plain text


Content marketing costs 62% less

than traditional marketingDemand metric 2013


HOW?


RE-USE. RE-CYCLE. MOST OF ALL, PRAGMATICALLY REPURPOSE.


Great and effective content marketing

is NOT the new BLACK…


“Dividing a market into smaller groups of Buyers who have distinct needs,

characteristics or behaviour and who might require separate products or marketing mixes.”

Philip Kotler


“I don't know the rules of grammar... If you're trying to

persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We

try to write in the vernacular.”David Ogilvy


DISTINCT NEEDS or CHARACTERISTICS.

SEPARATE marketing MIXES.

Use their language, the language they use every day, the language in which they think.


Shape-shifting content adapts to meetYOUR definitions of YOUR buyer personas.



‘ABC Copywriting delivers

professional, premium-quality

business writing services to

corporations and organisations

throughout the UK.

We’re a cheerful lot and we’re

always chuffed to chinwag, so if

you want to chat about your

project, grab the rap-rod and give

us a tinkle. With ten years’

experience of developing content

for clients of all types, we are

ideally placed to meet your

copywriting needs. Our copy’s too

bootylicious for ya baby!’


HANDS UP!What do you think is wrong with this finely crafted piece of prose?


CONSISTENCYDifferent, albeit OK ideas,

fighting for supremacy.

Split-personality


If you want your communications to be in harmony, you’ve got to

keep control of the tone.



Being tone deaf or just mute.


Speak WITH people rather than AT people.


Being just – well – irrelevant


Use a laser-guided missile nota carpet bomb


Empathy rather than

impersonation.


INSIGHTS TOWORK LIFE1

OBJECTIVES, ORIENTATION, AND OBSTACLES

HOW TO UNDERSTAND & ADDRESS THESE ISSUES

What’s important

2

3


Personas don’t buy. PEOPLE do.1



Emmett Clayton:Well, chess is the

ultimate test of the human mind, isn’t it?

Tomlin Dudek:You think so? I

always thought it was women.

Never forget the complexity of the buyer and his or her

buying rationale. Always seek to understand

your customer more.


SO ASK THE CUSTOMERUse interviews gathered from salespeople,

customer service interactionsand customers.

And not just any kind of interview will do.

Focus on what the buyer is trying to achieve.


2


Humanistic v mechanistic


REALLY…ASK THE CUSTOMER

Personas should becomeinstrumental in the development of our

content and marketing strategies.


3


Make your marketing flexible not fixated



Guidelines will not compensate for lack of writing ability or

common sense


4


Personas aren’t the silver bullet.



Sgt. Leftkowski:You know, Lieutenant, uh, I’m in the homicide office at least, uh, once a week. I don’t think I’ve ever seen

you there.

Lt. Columbo:Well, I don’t get down there too much. None of the murders take

place there you know.

You cannot understand your market from behind a desk alone.




Empathy rather than formula1Ask your customers

Don’t forget it’s a MIX for a reason

The ‘difficult’ final slide

23


Write with the reader and channels in mindBe consistent and naturally so

45


THANK YOU

JONATHAN HENLEY

Jonathan Henley: Shape-shift your Content

Marketing

jayrhenley web

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pieces of content

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