beyond slogans - creating emotionally relevant content
Post on 16-Apr-2017
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BEYOND
CREATING EMOTIONALLY RELEVANT CONTENT
@garyedgar
SLOGANS
REALTIMEMARKETING
The original promise of social media…
ConversationsDialogueInteractions
Instead we get
stuff like this
People are looking for answers, information and help.
of people are using the web to research products
90%
Is this what you want them find?
Loyalty?
We are the gatekeepers to the brand’sstory
EXAMPLES
• Heineken - Dropped
30 videos35 million+ viewsAcross 208 countriesLonger videos saw 90% more engagement
What do they have in common?
$$$$$
5 KEYS TO DEVELOPING AWESOME CONTENT
Understand your audience, and give them what they want
1
Do the research: Who are your fans? What speaks to them? What do they care about?Most importantly, always approach them like people, not demographics
Create emotional connections
2
Motivate people, make them feel part of something
3
Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
Integrate:Don’t rely on one channel
4
Inform AND entertain
5
Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
1. Know your audience2. Create emotional
connections3. Make them feel part of
something4. Integrate5. Inform and entertain
Thanks@garyedgar
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