erhaltenки
istas
put your hand up if you've ever
recieved a sales call to
your cell phone has phone
call gave forever collection
Did you buy anything from them?
Si, era un tiempo malo.
Era como, hola, ¿cuándo es esto?
¿Por qué te llamas ahora mismo?
Yo estoy en trabajo, ¿sí?
Eso ha sucedido a todos nosotros, ¿sí?
¿Qué pasa cuando vas a un sitio y intentas leer un artículo
y un pop-up saldrá y saldrá de la toda la pantalla?
¿Qué piensas sobre eso?
¿Es que es muy anuevo?
Ok, clic, exit.
O estos espantos de e-mails que te dices.
Comienzan y te dices que no te recuerdas suscribirte a esto.
Esto ha sucedido a todos nosotros, ¿sí?
Estamos todos ahí, en donde estamos
recibiendo sales desagradables,
sales directas, marketing directas.
Esa es la forma en que estamos still
still selling and marketing
to our targets, ¿sí?
We're still doing these bad business practices,
these cold calls, direct mails.
¿Quién ha sido Caprabo
o Mercadona?
Y te dices todas estas recepciones
y coupons, y te dices,
¿qué es todo este papel?
Es un poco inusual,
es un poco asombroso,
te dices a tu mailbox y te dices
todas estas malas e-mailes
o te dices ades y e-mails en el mal tiempo.
Estamos still marketing our business
like it's in the 1990s, ¿sí?
We're still kind of pushing our idea
on people who aren't ready
and they're not really receptive to our ads.
I think it's estimated that we get hit
by 3,000 or 4,000 ads per day.
4,000 ads per day.
We don't know that
because we've automatically trained ourselves
to ignore those ads.
We've basically subconsciously erased
and do not see all the billboards
and bus ads and TV ads
and commercials and radio ads
and things on your phone
and things that you just swipe away.
But 3,000 times a day
we're getting obliterated by these things.
But people have translated
and we haven't adapted
to how we actually handle our marketing business.
It used to be that generating
and lead nurturing was just a part
of your strategy,
but now it's basically everything.
Taking your person down in the customer funnel,
that's your entire content marketing strategy now.
The idea here is that most of the people
who come to your website,
come to your mobile app
or whatever it is you're trying to convert them on,
they're not ready to buy yet.
They're just not there.
They're window shopping,
they're just gathering information,
they're kind of just doing a first check
or a second check
or evaluating their options.
They're not ready to convert.
So we can't go with a hard close most of the time.
We need to think about kind of
building a relationship with these people
and we can do that through content marketing.
So there's a million ways
you can define content marketing.
We can sit here and do a whiteboard session
and come up with a definition
of what we think content marketing is.
But more or less,
the definition that I like
is basically the idea of creating relevant
and valuable information
with the idea of building relationship
and building trust.
We're not doing this to try and hard sell
and close somebody.
The idea is that
we want to find out
who our target audience is,
find out what their needs and problems
and challenges are
and then develop the content,
the information that will help them
solve those problems.
And we do that,
when we do that,
we start building trust,
we start building relationships.
So this is usually the definition
I use with my classes, with my students.
But we can get into the nitty-gritty
of what's inbound marketing
versus what's content marketing.
Does anybody have any other definition
they like for inbound or for content?
Does anybody think
that inbound and content are different?
Yes, Mar,
what are the differences?
Inbound includes much more things
than content marketing.
Okay.
So you think inbound's the big circle
and inside there's content.
Okay.
Does everybody agree?
Yeah.
There's no right or wrong here.
I've heard both.
In fact,
I actually tend to think
that content's the big circle
and inbound's a small portion of content.
In that point of view,
it's like content marketing
can encapsulate all sorts
of different marketing activities,
even employment marketing, branding,
middle of funnel, bottom of funnel,
we'll get into some of these things.
And inbound is more attracting
new audience members.
So it's just for that,
like the first inbound poll
of somebody who was a stranger
and now came to us.
Come on in.
So, you know,
I think,
I don't get too focused
on the definitions,
but the idea is add value.
The idea is create interesting,
relevant content.
And feel free to grab a seat
or grab a beer
before you come,
if you want.
You guys know
the different types of content
we can make.
Everybody here
kind of familiar with content,
kind of familiar with these items,
have made them before,
have been involved in companies
that have made these types
of materials before,
blog articles, ebooks,
webinars, events, videos,
all these different kinds
of pieces of content
we can create.
These are all kind of included
in content marketing.
But that's content marketing
today, in 2016.
All right, content marketing
has been around
for a long time.
All right.
Who knows this?
La Guidna Michelin.
What's the Michelin guide?
Right.
So you guys know
if a restaurant has
a Michelin star,
is that good or bad?
It's good.
It's like, well,
that's a really good restaurant.
It's a Michelin star.
It's like a Michelin star chef
or a Michelin star restaurant.
So the Michelin guide
started when?
When did it first come out?
Actually, I think a little
bit before this.
I think it came out
like in 1895
or something like that.
This was genius.
Does anybody know
why Michelin guide came out?
What does Michelin make?
Right.
So Michelin,
what business does a tire
company have
rating restaurants?
Where is that connection?
Why would a tire company
talk about restaurants
or hotels?
The idea with the Michelin guide
was to give
Parisians
an interest
in restaurants
that were like
200 kilometers away
from downtown Paris.
So they would drive
their cars
really far
and use out their tires
so they have to buy
more tires.
Michelin guide
got famous on its own
because they actually
were a very good guide
and they gave very good advice
and good information
on restaurants and stuff.
Come on in.
Take a seat.
And they were so good
that it spun off
and now the Michelin
is a huge franchise.
It's a huge, huge brand name now.
Restaurants kill themselves
to get a Michelin star.
That can make or break
your career as a chef
if you're a Michelin star chef
or you worked under
a Michelin star restaurant.
So now it's its own thing.
But it started
as a way to sell tires.
I wasn't at the funniest store
but that's content marketing.
That's content marketing
130 years ago.
So it's not new.
This one is a little less known
but who knows the brand
John Deere?
What do they do?
They make farming tractors,
agoptima.
Agoptima.
You have to know
John Deere now.
So John Deere is a brand
that makes tractors
and farming equipment.
They've been doing it
for 200 years.
It's an old, old…
it's one of America's
oldest brands.
Well in the 1870's
or 80's
they developed
a newspaper called
The Furrow.
I think this is maybe
one of the first ones.
This came out in the 50's.
But The Furrow
was a basically printed
newsletter that came out
ס that came out like in 18 75 r
or something, and it helped local
farmers produce more crops,
Ladies stir Obviously,
just best practices in farming, salt
buses and it was produced by John
DirRE Now John diredia
gave this away for free.
Advertisement there.
But from the most part what she
did was position John Der,
I'll leave her old agriculture as
a leader in dictators
so he'll no.
Farmers who would take these great
tips, these great best practices
que luego tienen que replicar su tránsito después de 10 años o algo,
fueron más deseados, más probablemente,
para elegir John Deere como una empresa,
porque tenían esa confianza con esa empresa.
Y el furo es aún alrededor.
Se producen, es una memoria anteriora,
se encuentra en cada 3 meses.
Así que este es un ejemplo de marketing de content,
así que el marketing de content no es nuevo.
Es solo que ahora es accesible a todos nosotros,
con el advento de la internet.
Más o menos, cada empresa está haciendo esto.
B2B, B2C,
todos ponen el budget de marketing para el marketing de content,
por la más parte.
9 de 10 B2B empresas investen
y reinvestan y investen más cada año en marketing de content.
Así que aquí hay 10 razones por qué
nuestras empresas también deberían hacer marketing de content.
Número 1, credibilidad y expertiz.
Una de las cosas que siempre tengo que explicar a clientes
y a todos los que estoy hablando de,
es que el marketing de content es más sobre
mostrar tu conocimiento,
y intentar ayudar a las personas,
que intentar cerrar el salario.
A mi cliente,
a veces tendrán que pensar que es cómo el marketing de content.
Ok, van a leer este gran blog artículo en mi web.
Entonces van a ser muy inspirados por ese blog artículo,
van a comprar $200 por producto en mi web
y van a ser un cliente siempre.
Es un marketing de content, ¿verdad?
No funciona así.
Un blog artículo no tendrá que crear un nuevo cliente.
No es un cliente que read blog artículo,
un cliente que haga un salario.
Es sobre construir la confianza y la credibilidad,
posicionar tu gran es un expert.
Entonces, la idea aquí es
de realmente intentar crear un contenido incitivo
y valioso que resonara con
quién quieres construir la confianza en relación con
ellos.
Y realmente, es sobre clientes potenciales,
especialmente en el fondo.
Si hablamos de topo funnel,
la primera impresión,
queremos intentar atraer nuevos personas
y construir la confianza con ellos,
construir la relación con ellos.
Hay una compañía en el Unidad de Estados Unidos
que se llama Home Depot.
¿No puede saber Home Depot?
Buildings supplies,
es una gran casa mega mega,
sale todo y todo posible
para mejorar la casa.
Bueno, hace 7, 8, 10 años,
Home Depot
comenzó una campaña de content content
en la que solo hicieron videos de cómo construir
la casa de la navidad,
cómo pintar tu caja,
cómo instalar una ruta sobre tu garaje,
cómo traer tu caja,
cómo creer más lejos,
o lo que sea,
pero todo es de cómo.
Entonces, las personas empezaron
a usar esto como un resorcio.
Entonces, todos los días,
Home Depot publicó más content
porque las personas,
hey, yo necesito comprar un nuevo mailbox.
¿Cómo instalar un mailbox?
¿Cómo hacer esto?
Están googleando eso.
Entonces, si la respuesta es tú
y eres la persona producida en este contenido,
están mucho más lejos
de confiar en Home Depot
porque Home Depot
dice exactamente cómo construirlo.
Hey, por cierto,
después de este video
voy a darles una lista de todo
lo que necesitas comprar para este proyecto.
Ven a Home Depot
y te darán un 10% disco.
Hay muchas formas
para poner eso
a la actual exchange profitable
porque son conocidas como los experts.
Home Depot ha hecho un gran trabajo
con su contenido.
La otra es el aprendizaje de broma
y visibilidad.
Ok.
Increir el footprint
y el riesgo de tu broma.
¿Quién recuerda el Stratos?
Red Bull Stratos.
¿Qué fue eso?
Félix.
Félix, algo.
Bomb Gartner, algo así.
¿Has visto esto?
Es un video tremendoso.
En 2012,
pudo poner un espací
en un espací
y pudo ponerlo en un balón
y fue sponsorizado
por Red Bull y Go Pro
y pudo ponerlo
en casi 40,000 metros
en el espacio del exterior.
Para el topo de la atmósfera.
Y luego se desplazó.
Y Go Pro
ha hecho toda la videográfica,
la filmación,
y Red Bull ha sponsorizado
todo el evento.
Y con la ayuda de
probablemente un par de otras brands,
ellos hicieron
una de las campañas
de contenido memorable
en la cara de la Earth.
Y eso funcionó.
Era mundialmente.
Cualquier persona sabe
esta campaña.
Y esto es
4 o 5 años anteriores.
Pero esto es
probablemente
una de las más grandes
impactas sobre las campañas,
cada vez,
por una brand
de contenido y marketing.
Entonces,
la idea aquí es
el más engañado,
el más relevante,
tu contenido es
a tu audiencia targeta.
Obviamente,
Red Bull y Go Pro
van por el extremo,
freestyles,
adventuristas,
tipo de persona.
El más tráfico
vas a obtener,
el más costumbre
vas a obtener,
el más de una brand
te ayudas a crear
y el más audiencia
te ayudas a crear
alrededor de tu brand.
Y, por supuesto,
más dinero.
Es más caro.
Entonces,
¿Quién aquí trabaja
o ha trabajado en una startup?
No,
casi todos.
Obviamente,
tenemos que cuidar
nuestro budget
y nuestro costumbre.
Tenemos que hacer un montón
con un poco.
Esa es
cada startup's job.
Tiene
mucho valor
y impacto
desde el mayor
budget
que debes spending.
Y es
una de las cosas
que es
tan increíble
sobre el marketing
y la creatividad
y un pequeño budget,
puedes
salvar un montón de dinero
y tener un gran impacto
con tu audiencia targeta.
Compostos en el local
son dos competidores
para HubSpot.
Ellos son
las plataformas de marketing,
como las de Automation Software.
Ellos
básicamente
hicieron un estudio
y han encontrado que
después de un mes
o un mes
seis
el cost per lead
que viene
de tu marketing
y tu marketing
es actualmente
80% menos
que si estás haciendo
un pay per click
o estás haciendo
algún tipo de advertecimiento.
Entonces,
lo que significa es
que no es
que el turnkey
comience
marketing
y mañana
estás famoso,
pero en el tiempo
estás
construyendo un
asset
versus
spending
en advertecimiento.
Estás
creando
una
base
de data
creando
algo que
va a seguir
adecuando
y seguir
creando
una base de valor
a lo que
asistir
en el turnkey
con la base de data
y no en el turnkey
porque el cost per click
y las campañas de pay per click
tienen
sus usas
pero en el tiempo
te ves
diminucionando
con pay per click
mientras
con el marketing
la vida de la tarjeta
de estos artículos
puede ser mucho más largo.
En HubSpot
obviamente
tienen un grande
stake
en el juego de Inbound
han creado
este concept
Inbound
concept
ha basado en
que
tu marketing Inbound
puede ser
60% chico
o menos
que si
estás haciendo
una campaña de pay per click.
SEO
sabemos que
la optimización de search engine
el valor de crear links
para Google
para enviar la tarjeta
orgánica
pues obviamente
el marketing de content content
mejora su SEO.
Esto es
más y más importante
especialmente el
elemento social aquí.
search engines
siempre
updating
their algorithms
So who knows
like the last one was
Panda
Penguin
and we know
FBSE
Anybody follow SEO
Google's always updating
but we don't really know
what Google's
rating us on
it's kind of
the Coca Cola recipe
like it's a secret
they don't let that out
we don't know
exactly what the form is
but we can kind of guess
and Google will tell you
more or less
what they want to see
from you to get ranked
on the first page
of search engine results
well part of it
really
so every week
every two weeks
make sure you're publishing
a new content
but also that content
needs to be constantly
shared on social media
so Google
when they're comparing
two sites
there might be a site
who hasn't updated
their homepage
or anything on their
website since 2014
and hasn't shared anything
versus a site
that every week
is publishing
new content,
new stories,
new articles,
new news
and then
those articles
are being shared
on social media
well Google's weighing
content
the site hasn't updated
so SEO
and content marketing
kind of go hand in hand
again
this is a long term strategy
it's more of a marathon
not a sprint
it's not going to happen
overnight
but after 6 months
12 months of doing content
marketing
you're going to see your
natural organic leads
increase
simply because Google's
ranking you higher
you're showing up
in more search results
building relationships
and customer retention
again
this is more about
creating a long term
relationship
with your target audience
we don't necessarily
want them just to
come in once by
and never come back
we're trying to establish trust
so we can get repeat visitors
client retention
a lot of companies
work in SaaS
you're optimum as a SaaS model
when we get them in
as our customers
we don't want to lose them
we actually want to try
and upsell them
and we do that
through trust
and content marketing
on different stages of the funnel
this is a company called
Harry's
Harry's makes a shaving brand
I don't think you guys know Harry's
they have a fantastic
content marketing strategy
they have a website
called 5 o'clock
5 o'clock stands for the
5 o'clock shadow
like if you shave in the morning
by 5 o'clock in the afternoon
you have a little bit of a shadow
for guys
it's a shaving company
a razor company
well they have a whole blog
but how often do they talk about
shaving on their blog
very little
because how much can you write
about shaving
right it's like
it's maybe like once a month
there's an article
of like how to better
get a closer shave
but you can't write about that every day
because no one would subscribe to a blog
about shaving
it's a really kind of boring thing
to subscribe to
so what do they do
they look at who their target audience is
okay in this case
Harry's goes after
a specific demographic
kind of like
upwardly mobile
upper middle class males
ages 20 to 45
who are you know
committed to good looks
and self grooming
and good habits
okay well what do those guys care about
well maybe they care about
having a nice car
maybe they care about
you know buying nice things
for their apartment
how to take a woman on a date
you know how to
how to wear
how to get an Italian suit
fitted to your body type
you know these kinds of things
that those kind of people
would care about
well all their blog articles
are always about
these types of topics
come on in
you know so this is
this is what
this is basically
what we're talking about
we don't want to talk about ourselves
we don't talk about our product
or what we sell
we want to talk about
what our audience cares about
we want to focus on them
what their problems are
what their needs are
and then develop a content
strategy around that
okay
again this is something
that content marketing allows us
to stay engaged
with our audience
well after
they bought something
like in Harry's case
we want them to buy
the razors from us
but then in six months
they're gonna need more razors
well if they subscribe
to 5 o'clock
or they're on our newsletter
social media
we have a constant channel
where we're always providing
fresh updates
we're always providing
relevant information
for our target audience
they're gonna stay engaged
with us
and they're much more likely
to be a return and repeat
the customer with us
who's ever seen
something like this before
this is an example
like we call it
the customer journey
or the buyers
the buyers journey
the customer funnel
there's a million
names for this
and every company's different
whether you're B2B
or you're B2C
or you're peer-to-peer
every company
has different
chapters
in the story of a sale
it starts like
how do they first find us
well maybe in the first
acquisition phase
maybe they came from twitter
maybe they came from linkedin
somebody shared a post
and they followed it
they came back to our blog
they read the blog article
and they subscribed to a newsletter
now they're in our
now they're in our wheelhouse
now we touch them
every week
every month
with our newsletters
and now
we start kind of
nurturing them down
the funnel
to where they're basically
converting into
paying clients
and so
like I said
every company's gonna look
every company will have a different version of this
but this is more or less
the customer journey
they start as strangers
they get first
introduced to our brand
we convert them into customers
okay
and then we
these are things like viral loops
I don't know if you guys know
what a viral loop is
the idea where
a sale
can actually bring in
one or two or more
other sales
these are things like referral programs
who knows type form
here
nice
type form is a great company
well
what does type form do
when you finish filling out a survey
what is type
what's the thing
that type form says
make your own type form
that's called a viral loop
basically everybody
who fills out a type form survey
gets a call to action
to make their own type form
like well
that's a genius
genius marketing strategy
built into their product
engaged customers
you can upsell
you can cross sell
you can repeat sell
you can offer them other products
in your catalog
because they're already
they're already kind of
talking to you
trusting gauge with you
you know
it's so much more valuable
and cheaper
and cost effective
and smarter
to upsell an existing customer
and to retain an existing customer
then to go out
and pay to get new ones
so as startup people
we know like the cost of acquisition
you know
the cost of acquisition
is a huge metric
that investors look at
is how much does it cost you
to get one new client
and if that cost is more
than the profit you're making
well you don't have a good business plan
so we really want to focus
on making sure
we don't lose customers to churn
you know
we want to retain
all of our existing customers
so these are
you know
like I said
it differs from everything
but at every stage of the funnel
we have to produce different content
so the content
that brought them to us
in the first place
is very different than the content
that brought them to actually
put their credit card information
on the website
and make the purchase
so we need to kind of think about
at what stage
in the buying cycle are they
and what should we be showing them
so this is
very simple broken down
tofu, mofu, and bofu
top of funnel, middle of funnel
bottom of funnel
okay
at the top of the funnel
these people are
you know
like I said window shoppers
they don't know you yet
they don't trust you yet
but they do have a need
that you might fill
okay
what kind of content
are you showing them there
and how do we kind of nurture them down
to it's like
okay now I know that I need this
but why you
why should I buy it from your company
well maybe at that stage
in the funnel
maybe you're showing testimonials
and case studies
and success stories
we're up here
it's more broad general content
you know
five ways to save money
on your gas
you know
maybe brought them to your website
but down here
is you know
why go with my
my tire
my tire bread
versus another
you know
and as we get down to the bottom
maybe there's a call to action
with a discount
or some sort of
some sort of referral program
that's going to
that's going to make them
actually put their credit card information down
so it's like
why should I buy right now
that kind of content
might be a little bit different
than when they're first
not ready to buy
and this is more
again this will be different per company
but at the top of the funnel
we're doing things like
blog articles
videos
you know
success stories
how to's
and as we move down
we're getting more specific
with the content
that's going to try
and actually get them to convert
and become a customer
and then at the bottom
how do we keep them loyal
how do we keep them engaged with us
do we do a members only newsletter
they feel exclusive
they feel like they're part of a club
that you can't get into
unless you buy
unless you're actually
a paying customer
of this client
these are things that
they might get special access to
special discounts
or annual promotions
stuff like that
to keep them engaged
to keep them around
because a lot of times
if you're not in a subscription model
it's hard to kind of
stay engaged with somebody
who bought from you
because they bought it
they don't have
a need for you anymore
but how do we actually keep them
to stay engaged
and also bring
their friends and family along too
ok stay relevant
how are these guys still relevant
because they keep changing
their style
they keep staying relevant
to every new generation
the stones still sell out
every concert
ok they have been relevant
for like 40 or 50 years
playing concerts
that's not an easy feat
ok so we need to
we need to be consistent
we need to be creative
this is where consistency matters
this is where we need to get
into more of the factory approach
we need to start thinking
like
like a media company
ok how do we
how do we stay relevant
how do we stay sustainable
ok
you can be really good
at content marketing
one time
or two times
but how do we do it
over and over and over again
and how do we get into a rhythm
so we
like I said
we need to work
like a media company
we need to think
like
who knows
vice
we need to think
vice
we need to act
like we're a big media company
even though we're a small startup
we need to act
like we're a publisher
we need to be bigger than we look
or we need to
look bigger than we are
we need a team
ok that develops content
is on social media
is doing press
and PR and communication
is you know
is focusing on email
and lead nurturing
you know
this needs to be
kind of a holistic approach
because we need to act
as if we are
the New York Times
and in order to do that
we need a team
and this is where we kind of
start thinking about
the factory approach
ok
the biggest mistake
I think I have a slide for this
the biggest mistake
that I see companies make
startups and otherwise
is that
they hire a content marketing person
I've seen it all the time
who works at a company
or who knows a company
that has hired
a content marketing person
that has hired
one content marketing person
it's hard
right
it's like
you hire one person
you put them in charge of all this
it's too much for one person
ok
they will get burnt out
they will get sick of it
they will run out of ideas
in six months
they will quit
we've seen it
over and over and over again
it's not
you don't hire
a 25 year old
you know
intern and say
hey you're our content marketing guy
go get them
you know
this is an effort
this is a collaborative approach
you need to be inspired
by multiple people
within the organization
everybody in the organization
can add value
to the content marketing strategy
this is sales
sales is probably
one of the most important members
of the content marketing team
because why
because sales talks to the customers
every day
they're on the phone
to the customers
what are your problems
how do we help you
how do we solve your problems
they have the perfect inspiration
for the whole content marketing calendar
because they're close to the market
el mercado, es un equipo de sport, y obviamente es lo que parece a un pequeño negocio o una
startup o algo así, pero podemos traer inspiraciones de diferentes personas dentro de la organización
y de esa manera no es todo una persona que viene con ideas cada semana, porque esa persona
va a quitar. Entonces, hay una empresa aquí que se vio, pero se llama Zincro. ¿Quién sabe Zincro?
Zincro, era como una tienda, como una ropa roja, como una llamada, era como una
neta de social media interna, como una neta para tu empresa. Y fue fundada por un
entrepreneur, Luis Font, y él tenía una de las mejores tarjetas de content marketing que
nunca se vio. Básicamente, él hizo una mandatoria, que cada persona en la empresa, y
había 35 personas en la empresa o más, cada persona en la empresa tenía que venir con
un blog artículo a mes. Entonces, no tan difícil. Si tu boss dice, hey, once a month
tienes que escribir un artículo. Pero cuando tienes 35, 40, 50, 60 personas
haciendo eso, pues imagínate que tienes al menos un artículo a mes. Entonces ese blog
siempre fue completo, hasta que tienes desarrolladores, tienes HR, sales, marketing, todo el
empresa escribiendo, y tienes una gran imagen de, no solo lo que hacen todo el día, pero
lo que es para trabajar ahí. Y no siempre hay que escribir sobre trabajo,
escribir sobre donde se vio en una tarjeta de ciclín, pero tenían que crear, tenían
que crear content. Y eso fue una de las mejores cosas. Ese empresa vendió $30
millones, y es una empresa de 30 personas. Entonces, un regalo muy bueno en un 4 o 5
años de desarrollo de la empresa. Pero la gran cosa es que no pusieron
en un grupo o un departamento. No era, ok, tú también, tu social media, tu contenta,
venga. No, esto tiene que ser un equipo de desarrollo de la empresa, de la actividad
de la empresa. Y un montón de eso está organizado. Esto es como un muy simple
descanso de mantener tus objetivos en el centro. ¿Cuáles son mis objetivos? ¿Cuáles son mis
short-term, mid-term y long-term goals? Y entonces, ¿cómo llegamos a esos objetivos
a través de sistemas y procesos? Ok, entonces, en una parte, tenemos, ¿qué es
lo que vamos a crear para llegar a nuestros objetivos? ¿Qué contenta? ¿Qué es
nuestro calendario editorial? ¿Qué necesitas y deseos y problemas y
desafíos de nuestros clientes? La otra es la estructura. ¿Cómo vamos a
actualmente a publicar? ¿Una usamos WordPress? ¿Una usamos HubSpot? ¿Una usamos
social media? ¿Qué social media? ¿Una usamos Buffer o Hootsuite? ¿Una usamos,
¿cuáles son nuestros channels? ¿Qué es el actual, el tipo de contenta
y el tipo de la gente? ¿Quién hace qué y cuándo? Ok, entonces, esta parte es que
tenemos que saber quién está en el cargo de la actividad y cuando este, cuando
este construye esto, ¿cuál es el siguiente? Y luego, ¿cuál es el
que se está observando sobre todo.
Entonces, tenemos como...
¿Qué piensas?
Está cambiando esto ahora.
Ah, está only changing on this one.
¿Puede que lo hacemos?
¿Puedo aplicarlo?
No, no, no, no.
No, no, no, no.
Ok, fine.
Gracias a todos los pacientes.
Básicamente, la idea es que
necesitamos...
necesitamos ser organizados
y necesitamos saber quién es acalemado
y luego quedarse en tiempo.
¿Quién es acalemado?
¿Quién es acalemado?
¿Puedo aplicar?
¿Qué usas?
Bueno, estoy usando Google Drive.
Google Drive.
Es el más simplísimo.
Un excel sheet.
Google Excel grid.
El tema.
El precio que publicamos.
¿Quién es acalemado?
¿Quién es acalemado?
¿Quién es acalemado?
Letra 15.
¡ —¿Quién es acalemado?
¡Letra de PSG!
¡No!
Se trata de que postulamos
a represent Kampfberg
peroそうですね...
Creo que vamos a encribe más precipitation.
Tanto el es Büro.
Suena muy bien,
lo que ha 것처럼...
la Volume Two del
también tiene que ser hecho, repackaged y remerchandizado.
Y yo puedo enviar este deque a alguien que lo quiera después.
Y eso se rompe por categorizarlo.
Puedo emailar a ustedes la pdf.
Pero es importante aquí, solo que estén organizados.
¿Quién sabe de Sephora?
Más.
Sephora tiene 100 profesionales.
Y se sabe de eso porque mi amigo es un writer profesional en San Francisco para Sephora.
100 de ellos.
100 y ella es un jornalista.
Ella es como una actual, ella used to work for the San Francisco Gazette o algo.
Ella es un jornalista y ellos la llevaron a ella,
junto con 99 otros writers,
para producir contenido para Sephora,
que es una marca de makeup, una marca muy popular.
Puedes imaginar que se ve muy, muy rápido.
100 diferentes writers, tienes que pensar en cuáles son los blogs,
cuáles son los topics, cuáles son las audiencias,
los grupos, las campañas, los productos de sesión,
y todo esto que hacen.
Puedes pensar en la línea de productos de Sephora.
Pueden enfriar este lugar, todo los diferentes productos que sellan.
Entonces, esto es muy malo y muy rápido en una organización larga.
Y el más contenido de la marca es más importante,
como tanto en los canales de marketing,
el más grandes de las empresas están colocando más y más recursos en esto.
Y vemos un par de ejámenes más tarde.
Pero ella es como, es locura.
Ela opera como un barrio de noticias.
Se siente como si estás trabajando en New York Times,
pero ella es un marketer.
OK, esto es lo que hablábamos en el principio.
Esto es todos los ades que vemos y ignoramos.
Esto obviamente no es Barcelona.
Pero estamos escuchando mucho,
sobre el contenido de shock.
¿Has escuchado esta frase antes?
¿Qué es el contenido de shock?
Sí, hay mucho contenido.
No hay suficiente eyeballs para verlo.
El contenido de shock.
He publicado esto en el internet.
El contenido de shock es, de hecho,
que las empresas creen más contenido
que hay de los humanos para leer ese contenido,
o ver o ver o ver o compartir ese contenido.
Así es como hemos llegado a este punto de masse crítica.
Hemos ido demasiado lejos.
Y ahora, en realidad, podemos ir un poco más.
Hay botas de inteligencia artificiales
que están escribiendo artículos ahora.
Así que si tu trabajo es para grabar artículos,
es lentamente siendo replicado por robots.
Entonces, la idea es que llegamos a este punto
en el que justamente escribimos 400 palabras de artículos
para SEO, no es una estrategia anymore.
No está funcionando, está siendo ignorado.
Pero eso no significa que el marketing de contenta
está muerto, solo significa que tenemos que tener
que tener muy cuidado de nuestro camino.
La solución al marketing de contenta de contenta de shock
es enfocándose en tu audiencia.
Porque si sabes quién es tu audiencia
y sabes cuáles son sus problemas
y sabes donde están en tu viaje de costumbre,
puedes crear el contenido que están buscando.
Y puedes hacer la investigación.
Pero el marketing de contenta de contenta
es un juego mucho más expensivo,
porque tenemos que hacer mucho más research,
mucho más preparación, planos y diligencias
a cada parte de contenido que creemos.
Como dije, esos artículos de 500 palabras no cortan más.
Ahora, 1.500, 2.000, 3.000 artículos son la norma.
Google empezó a rankar esos más altos
que nada más.
Así que tenemos que empezar a desarrollar
un contenido muy, muy importante.
Estamos hablando de una compañía que está haciendo muy bien
en forma de tipo.
Ellos justamente lanzaron su campaña de contenta de marketing
hace un año, pero es muy bueno.
Ellos no lo publican muy bien, pero cuando lo hacen
tienen algo que decir.
Y es casi como que ese artículo fue tan bueno
que lo tomó un mes para crearlo,
porque tenían que hacer research,
tenían que tener toda esta información,
y que todo estaba en el lugar correcto.
Pero esa es la forma en que es.
Focuse en tu audiencia y no te harás valor.
Te harás todo a tu audiencia si creas esto para ellos.
Y, por último,
manteniendo mejorado, manteniendo mejorado,
manteniendo practicado, manteniendo experimentado.
Zuckerberg, salvo rápido.
Breve las cosas.
Vamos a hacerlo.
Vamos a probar.
Vamos a ver cómo va.
Siempre estará testando, siempre estará mejorado.
Estamos viendo grandes compañías
que están convertiendo en organizaciones de media.
Entonces, ¿cuál es Intel?
¿Qué hace Intel?
Chips.
¿Has nadie oído nada de Intel directamente?
Entonces, ¿por qué tienen que hacer marketing de contacto?
¿Por qué una compañía que nunca...
Y que no puedes.
No puedes ir a una casa y comprar Intel.
Tienes que comprar un producto que tiene Intel dentro de él,
pero no puedes comprar Intel.
Entonces, ¿por qué Intel está intentando llegar a ti?
¿Por qué Intel tiene mercados?
¿Por qué tienen que hacer marketing de contacto?
Esto es un blog llamado IQ.
Es básicamente una plataforma de media
que te da todas estas historias de tecnología.
Esa es la tecnología y la cultura.
Pero ¿por qué tienen que hacer eso?
¿Por qué quieren llegar a un público
que nunca va a abrir su wallet para Intel?
Entonces, ¿sabes el brazo?
Pero en el final, tienes que decidir entre Intel y AMD.
Sí, porque cuando estás en FNAC,
o sea, estás en una media marxilla,
y tienes dos computadores en tus manos.
Y uno dice Intel dentro y uno no.
Estás más probable de comprar el que tiene Intel dentro,
porque sabes que el brazo, te confieses en ese brazo.
El brazo es dentro de ti.
Tienen esta campaña en Estados Unidos,
que era el ding.
¿Claro ese?
¡Claro el ding!
Y eso era la comercial.
Pero siempre pensé que era tan divertido.
¿Por qué una compañía hacer mercados?
Es decir, spending millones y millones de dólares
en advertidas y en campañas de marketing.
Y yo nunca...
No puedo, físicamente, no puedo comprar Intel.
Puedes comprar productos con Intel.
Y eso es lo que es.
Ellos quieren crear una relación con ti.
Y quién sabe, en la línea,
ellos pueden ir a B2C.
Creo que tienen un par de foras en B2C, también.
Ahora estamos viendo cosas como Intel Edison,
si alguno de los makers está en aquí.
Edison es como una modificación de Raspberry Pi.
Entonces, están haciendo algunas B2C trabajas,
pero tienen una relación con ti.
Y te confieses en ese brazo.
¿Cómo se siente sobre Intel?
¿Listan a Intel?
Sí, siento que Intel es...
Sí, probablemente están mejor en lo que hacen.
Así que sí, vemos Intel haciendo esto.
Comunidades como GE, General Electric, haciendo esto también.
Esto es Marriott Traveler, Marriott the Hotels.
En el mes de 2015,
sobre un año y medio pasado,
Marriott empezó...
Ellos hicieron un investimiento de 100 millones de dólares
en el marketing de contenido.
Un investimiento de 100 millones de dólares.
Ellos se hiran a todo el staff.
Ellos lanzaron este website, llamando Marriott Traveler.
Ellos hicieron una aplicación móvil.
Ellos creó contenido cinco veces a día.
Y son todas estas historias sobre viajar.
¿Qué hacer en Orlando, Florida?
¿De qué en Boston?
¿Holandero fallo actividades para darles un frío?
Estas cosas de viajar.
Ellos nunca hablan sobre sus hoteles.
Es todo lo que puedes hacer cuando estés en sus hoteles.
Es todo sobre las ciudades.
Es todo sobre los vacaciones, los viajes, las cosas...
Estas son buenas para niños.
Estas son buenas para los viajes de los honeymoon.
Estas son esas cosas.
Es inerente en su marketing
que te quedas en Marriott.
Porque están adquiriendo valor sobre esta ubicación.
Oh, por cierto, es justo alrededor de la zona de honeymoon
en Barcelona.
Entonces, Marriott ha hecho un fantástico lanzamiento
y han already come out with some metrics
and case studies about proving
that this investment is already starting to have a return.
This is what it looks like behind the scenes of Marriott.
This is their office.
Their content marketing office.
What does it look like?
It looks like a newsroom.
It looks like they're on BBC or something, right?
I mean, think about that.
This is Marriott.
Marriott Live.
Why would a hotel brand have a news agency?
But that's where this is going.
That's where the big brands are heading.
They're spending millions and millions
and hundreds of millions of dollars
to become news agencies.
Because why spend millions on PR and marketing
to try and get New York Times or Vice or Vox
or BBC to cover your hotel when you can just create a news
agency yourself.
And with the internet, democratizing the opportunity
where we, as brands, as startups, we can create newsrooms.
We can create media ourselves.
We don't need to.
I mean, obviously PR still helps as a tech startup.
If you get your name in TechCrunch, it's huge.
But while you're trying to do that,
you can be publishing yourself.
And you can start creating your own media platform.
And so we're seeing brands opening these new,
like, this isn't on the marriott.com homepage
where you book a hotel.
This is its own entity.
It's its own brand, traveler.
It's its own thing.
I mean, you don't even really see Marriott on here, do you?
Here, one thing, book a room.
Everything else, couples and family, culture and style,
eat and drink, health and fitness, tips and trends in places.
You wouldn't even know this is Marriott,
unless someone told you.
But yeah, there is a call to action.
You can book a room.
This is one that came out about, I think,
about 5, 10 years ago.
This was called The Dove's Real Beauty Campaign.
Does everyone remember this?
This was a huge, huge success, because they basically
made their customers the main hero of the story, right?
They put real women, real people on stage, or in their ads.
And they made them part of this huge campaign of,
like, this is what a real woman is like.
And this sold a lot of product, a lot of soap.
But there was a huge thing, very, very viral, very, very
organic, and customer focused.
This is Red Bull.
You guys all know Red Bull.
Red Bull does not sell soft drinks.
That's a very small portion of their business.
They are a media company.
They have the Red Bullets in.
They have all these platforms.
They do all these events.
They have these crazy sky shows where the planes come in
and fly.
I mean, they are a full on lifestyle media company first,
a publishing company first.
Yes, they sell the Red Bull drink, but they make a lot of
money just through their publishing on its own.
They publish a lot of targeted content towards that
athletic, adventurous, freestyle, extreme audience.
Coca-Cola.
If you go to Coca-Cola.com right now, it redirects you to
Coca-ColaCompany.com.
Coca-ColaCompany.com is now journeys.
So Coca-Cola has completely gone away with the homepage
away from Coca-Cola's been here since 1899.
And we do this all the company info.
No, no, no.
You go there now.
It takes you to a thing called journeys.
And it's all the different content Coca-Cola's producing.
Coca-Cola's another company that's spending $100
millions on content.
And these companies are becoming, like I said, media
companies.
And they're producing so much content.
And they go even beyond.
They do experiential marketing.
Is that what experiential marketing is?
Experiential marketing is when actually a marketing
campaign goes into the real world and you actually interact
with the brand in one way or another.
You'll see it with movie launches and stuff like that.
Or like the World Cup or the Olympics.
There'll be a lot of experiential marketing things.
I'm trying to think of examples.
Who went to Sonar?
Sonar, you go into Sonar.
And then there's this thing where you can do a selfie
picture, and you get dressed up.
You do all these crazy things.
It's like you're actually interacting with the brand.
And then you can actually tweet it out directly from an iPad
right there.
That's experiential marketing.
There was one for when James Bond came out, the new Bond
movie came out this year.
They partnered with, I think it was Sprite or something.
And it was like the Bond challenge.
And the guy went up to a machine and he, what's that
called, the vending machine.
He went to buy a Sprite.
And when he did it, it was like, you have 60 seconds to make
the platform, too, at the train station.
And he's running.
And then there's all these obstacles.
He has to jump over the obstacles.
And it was this big kind of viral event.
But it got 700 million hits on YouTube and stuff.
So these things are getting very, very creative.
But it allows, when you have an audience, it allows you to do
some really, really unique things with content.
So I tend to think that the future of content marketing is
moving in a way that marketing will actually be product
development in one.
There's a company called Crew.
And Crew does mobile apps.
They make mobile apps.
They did a content marketing campaign called HowMuchToMakeInApp.com.
Has anybody ever seen this?
HowMuchToMakeInApp.com.
You can go to it.
HowMuchToMakeInApp.com gets started.
It walks you through a series of questions about your idea
for a mobile app.
OK.
Do you want your mobile app on Android, IRS, or both?
Click both.
OK.
Do you want it to be beautiful or does it have to be more
functional?
I want it to be beautiful.
Do you need to be able to log in and make a profile?
Yes.
Can you use Facebook?
No.
You answer all these questions.
And at the end, it's a calculator.
It tells you, OK, based on your answers, your mobile app is
going to cost $65,000 or something like that.
And then it says, would you like to speak to a designer?
And so it's like, wow, of course.
It makes it so easy, like, oh, OK.
My app is only cost $25,000.
Oh, yeah.
I will talk to a designer.
And it connects you right away to a developer, a web app
developer.
So it's like their funnel.
It's their top of funnel.
Because people, guess what they're searching for when they
have an idea for an app?
What do they Google?
How much to make my app?
That's what they're Googling.
And they're coming to this website because it's number one
on the search results on Google.
And then they're putting in their information.
It's kind of fun to pick your choices of what you want in
your app and how nice it's going to be.
And at the end, let's talk to a designer.
Let's start.
And this is where I think we're moving with content marketing.
I think we're moving to an area where marketing and product
development will kind of be one and the same.
And we will be building our marketing into our products.
And we'll be building products for marketing.
Like, this is a product.
This is a web application that they had to develop and
build, but it's also content.
So I think, again, content shock means that content marketing
is that's standard now.
You have to have a content.
That's not even an option anymore.
But now you need to go a step further.
And you need to get design is taking over the world.
We need it well designed, well thought out, pieces of
content valuable, articles, webinars, videos.
Video is everything.
Who here is doing video at their company?
Who here's companies doing video?
Cindy's doing video.
Daniel, you're doing video?
For which one?
No, but your company is.
Is the wave is?
Or they were doing video.
And they're doing YouTube, Facebook, or?
OK.
A preference of, because video can be shared on lots of
different platforms, right?
It can be shared on Instagram, which is how long?
60 seconds, I think, videos on Instagram.
I think Vine is six seconds.
YouTube can be as long as you want.
So can Facebook, but Facebook recommends you stay under a
minute.
YouTube, you have to watch, somebody has to watch half the
video for you to get credit for that view.
So you have to think about who my audience is, what
platform I'm going to use, what kind of content I'm going
to create.
Big brands, they can't just produce a TV commercial and
spend $5 million on a TV commercial with Nachi
McConaughey, o algo.
And then say, OK, that's a good commercial.
Let's also put it on Facebook, on YouTube, on this,
this, this, and this.
Because on Facebook, it's a much different viewing
experience than on your sofa watching TV, right?
When you're on your sofa and you see a commercial, you
can't really do much.
Unless you have Tivo, and you can fast forward it, or you
can leave the room, you have to sit there and watch it.
Like, you have no option.
You have to watch that commercial.
But on Facebook, what can you do?
You can skip it.
Like, nope, nope, nope.
They call it thumb stopping.
You need a video that is going to stop their thumb in the
first three seconds of your video.
And you have to do it without sound.
Because when you watch videos on Facebook, there's no
sound unless you activate the sound.
So there's this whole strategy for a Facebook video.
Cindy, I might need you again.
There's this whole strategy for Facebook video, which is
completely different than YouTube video, or completely
different than TV, right?
You need to think about who our audience is and how are we
going to actually repurpose and reshape and recycle that
video content for Facebook, or for YouTube, or for Vine,
or for Instagram.
Because the audience is different.
The way they interact with the mobile app, the way they
interact on desktop, is going to be different, depending
on the platform.
And video, we had a guest speaker out of this year.
And he's the head of video for EMEA for Facebook.
And he's based out of Dubai.
Y he said, by 2019, 85% of all internet traffic will be
video.
And it already is, 40%, 50% of all internet traffic is video.
That's insane.
So we are moving, moving much towards video.
So the future of content marketing is also video.
It doesn't mean there's not a place for written content.
People still need written content.
But we need to start moving into video.
And that's going to be a huge, huge market in the future.
So recap.
Content marketing is not to close the sale, right away,
usually.
It's about building relationships, building trust,
increasing your brand awareness, doing it because it can be
more cost effective in the long run.
You're actually building your investing rather than your
spending.
It's an investment, it's an asset creation rather than a
cost center.
You can improve your SEO.
That's happening naturally.
It's a byproduct.
You're trying to develop a long-term customer
relationship for repeat purchases, for retention.
You're staying relevant.
Through content marketing, when we're doing this
research, when we're asking our salespeople, hey, what are
you, our customers, what are they asking about?
We're staying very close to the market.
It helps us innovate.
It helps us develop our product roadmap.
Because we know that what we research for our content
marketing will help us develop version 2 or version 3 of
our product.
Or no, hey, we need to move into this space.
Our market's changing.
We need to go up to this market.
It also keeps you very close to your competitors.
There's no eye and team.
This is not a one-person job.
This is a whole team effort.
Ideally, the entire company has some relationship with the
content marketing strategy in the company.
Very important to implement repeatable systems and processes.
So it's not chaos.
It's structured.
We know there's a system.
If someone quits or gets fired or we hire new people, they
can fall into the system.
We don't have to train them all from scratch.
There's a manual.
There's the way we do things.
Focusing on your audience and their needs is the sure way to
avoid content shock.
You'll always be able to develop value.
And then lastly, measure.
If you can't measure it, you can't improve it.
So you have to be able to measure it using HubSpot, Google
Analytics, whatever it might be.
Make sure you're getting an ROI on your content.
And that's it for me.