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Sharing is Caring: People Only Share Content They Care About - Katie Canton
The document outlines 5 tips for creating content that people will care about and want to share: 1. Be selfish and focus on the benefits to the audience. 2. Be focused and address one topic per piece of content. 3. Be accommodating and create content in multiple formats for different audiences. 4. Be creatively to stand out from the large amount of daily content people are exposed to. 5. Be storytellers as people are more likely to remember and share stories. Adding social sharing buttons and tags is also recommended to make it easy for the audience to share the content.
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Similar to Sharing is Caring: People Only Share Content They Care About - Katie Canton
Sharing is Caring: People Only Share Content They Care About - Katie Canton
- 1. SHARING is CARING Katie Canton Head of Social Media www.birddog.co.uk @katiecanton People Only Share Content They Care About So How Do You Make Them Care?
- 2. Content Marketing B2Bmarketing is now all about Content Marketing.
- 3. Content Marketing Whichis actually alright...
- 4. Content Marketing ContentMarketing helps to achieve a number of business goals.
- 5. Content Marketing A.B. Content People Sharing It BUT Content Marketing only works if you have…
- 6. Content Marketing Bynow, you should have content. The problem? Nobody’s sharing your content.
- 7. Q. How doyou get them to share your content? A. They need to care about it.
- 8. Sharing is Caring Think about the last piece of content you shared. Why did you share it?
- 9. Sharing is Caring According to Jonah Berger, there are 6 reasons people share stuff.
- 10. Sharing is Caring It makes you look good It tells a story It gives practical value It’s emotional People are sharing it You’re triggered
- 11. Sharing is Caring It makes you look good It tells a story It gives practical value It’s emotional People are sharing it You’re triggered
- 12. Sharing is Caring So, in order for people to share your content, they first have to care about it.
- 13. Q. How doyou make them care about your content? A. Wrong question.
- 14. Making Them Care It’s never a good idea to make the audience do something.
- 15. Making Them Care That may work in B2C
- 16. Making Them Care That may work in B2C, but we’re B2B!
- 17. Making Them Care Our sales cycles are longer, our prices are higher and our audiences are smarter!
- 18. Q. How doyou make content that they’ll care about? A. Good question. Glad you asked!
- 19. Making Content +1 Little Bonus Tip
- 20.
- 21. Be Selfish Thinkabout what you care about.
- 22. Be Selfish Youcare about your family, friends, career, pets, your football team, your next holiday…
- 23. Be Selfish YOUYOUYOU YOU YOU YOU You, you, you, you. Gosh, you lot are selfish.
- 24. Be Selfish Sois your audience. What’s in it for them?
- 25. Be Selfish Yourcontent needs to clearly (and quickly) let the audience know what’s in it for them.
- 26. Be Selfish Becausethat’s all they care about. Selfish Bastards!
- 27. Be Selfish Tip1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton
- 28.
- 29. Be Focused Don’tbe everything to everyone.
- 30. Be Focused Makeeach piece of content focused on one thing.
- 31. Be Focused Shareone interesting story. Solve one problem for one part of your audience.
- 32. Be Focused Keepingcontent focused makes it easier to consume and keeps it relevant.
- 33. Be Focused BonusBenefit: Focused content helps fill out your content calendar
- 34. Be Focused Tip2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton
- 35.
- 36. Be Accommodating Don’tforget about the masses.
- 37. Be Accommodating Asyou’re making your very selfish content for a very specific audience…
- 38. Be Accommodating Makesure you’re doing that for each of your audience segments.
- 39. Be Accommodating Goodcontent marketing should reach everyone you want to reach.
- 40. Be Accommodating Notjust the geeks with a Twitter account.
- 41. Be Accommodating Createcontent that accommodates your audiences preferences.
- 42. Be Accommodating Somepeople only share blogs, some only whitepapers, some just vines or tweets.
- 43. Be Accommodating So,do the research. Find out what your audience likes. Then create that.
- 44. Be Accommodating BonusBenefit: Creating content in multiple forms helps keep your channels populated.
- 45. Be Accommodating Tip3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton
- 46. 4. Be ShockinglyCreative
- 47. Be Shockingly Creative You need to grab their attention. Immediately.
- 48. Be Shockingly Creative By 2015 The Average Person Will be exposed to 15.5 hours of content per day That’s 74 gigabytes of data. That’s 9 DVDs worth. Every day. http://www.marshall.usc.edu/faculty/centers/ctm/research/how-much-media
- 49. Be Shockingly Creative That’s what your content is competing with. You need to stand out. How?
- 50. Be Shockingly Creative You need to be creative. Shockingly creative.
- 51. Be Shockingly Creative Not this kind of shocking. No gimmicks.
- 52. Be Shockingly Creative This kind of shocking. Creativity stands out. It’s what people remember.
- 53. Be Shockingly Creative Your audience can’t care about content they can’t remember.
- 54. Be Shockingly Creative Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton
- 55.
- 56. Be Storytellers RememberJonah Berger? He said that people share stories. Because people care about stories.
- 57. Be Storytellers Aftera presentation like this, only 5% of you will remember the stats listed. http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html
- 58. Be Storytellers But63% of you will remember the stories. http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html
- 59. Be Storytellers So,tell a story with your content.
- 60. Be Storytellers Tellyour brand story.
- 61. Be Storytellers Tella customer story.
- 62. Be Storytellers Mostcompanies are sitting on a mountain of stories, start sharing them!
- 63. Be Storytellers Tip5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton
- 64. Sharing is Caring What have we learned so far?
- 65. Sharing is Caring In order to get people to share your content, they need to care about it.
- 66. Sharing is Caring You can’t make people care about your content, but you can make content that people will care about.
- 67. Sharing is Caring 1. Be Selfish 2. Be Focused 3. Be Accommodating 4. Be Shockingly Creative 5. Be Storytellers
- 68. Sharing is Caring You need to apply these 5 rules to your content strategy. Use the checklist.
- 69.
- 70. Bonus Tip Makeit easy for your audience to share your content.
- 71. Bonus Tip Tip1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton Tip 3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton Tip 5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton Remember these tweets from throughout the presentation?
- 72. Bonus Tip Tip1: Be selfish. Your audience is selfish. Content must clearly and quickly benefit them. #sharingiscaring #B2Bconf via @katiecanton Tip 2: Be focused. Each piece of content should have one purpose, one benefit, one audience. #sharingiscaring #B2Bconf via @katiecanton Tip 3: Be accommodating. Create content in various forms to appeal to your audiences preferences #sharingiscaring #B2Bconf via @katiecanton Tip 4: Be shockingly creative. Bust through the noise, get creative, create memorable content. #sharingiscaring #B2Bconf via @katiecanton Tip 5: Be storytellers. People care about stories so make sure your content tells a story. #sharingiscaring #B2Bconf via @katiecanton Those were there to make it as easy as possible for you to share this content.
- 73. Bonus Tip Becausethis presentation is my content and B2B marketers are my audience.
- 74. Thank You [email protected] @katiecanton @birddogb2b www.birddog.co.uk #sharingiscaring