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TRANSCRIPT
How To Turn 60% Of Your Content
Into A Grand National Winner
Champion Content
The Tale Of Sad Ken
60% of branded content is “poor, irrelevant or fails to deliver.”
– Havas Meaningful Brands, 2017
"When we're at our best, we paint a brand
masterpiece, clearing the highest bar of creative
brilliance... but, too often, we produce – well – crap.”
Marc Pritchard, Procter & Gamble's Chief Brand
Officer, Cannes Lions Awards, 2016
"Content is seen as just stuff. The stuff that goes
into the space that’s there to be filled. Think of a
lorry. A lorry has wheels, an engine and a cab.
And a big space on the back to be filled up with
something. It doesn’t matter what you fill it with,
the lorry is the delivery system. The lorry will do
the job of delivering whatever 'content' you put in
the back.”
Dave Trott, Creative Director and author of ‘Creative Mischief;
Predatory Thinking: A Masterclass in Out-thinking the
Competition’
“It’s more important to put your effort into
creating high quality content that works
within the limitations of the medium… than it
is to churn out regular updates.”
Jerry Daykin, ‘It’s Beyond Time To Think Beyond Social Media
Marketing’, Eat Your Greens, 2018, P.72
60%
Where Most Content Is
40%
Where Most Content Needs To Be
60% 40%
60% 40%
Three Principles Of ‘Champion Content’ That Grow Revenue
Find An Unconventional Idea
Create ‘Emotional Acupuncture’
Give Content Time To Air
Give Content Time To Air
Create ‘Emotional Acupuncture’
Find An Unconventional Idea
Find An Unconventional Idea
One unconventional idea = Months (even years) of content
Content that runs for longer than 6 months is 31% more effective than content that runs for less than 6 months
Source: Lessons from the 2017 WARC Awards
Create ‘Emotional Acupuncture’
Emotional Campaigns Are Almost Twice As Profitable As Rational Campaigns
Emotional campaigns
Rational campaigns
Source: IPA, The Long & The Short Of It, 2013
People are attracted to other people who share similar food tastes.
x
x
ONLINE
VIDEO
SOCIAL MEDIA
PR
STORES
ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
STORES
ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
PERSONALISED RECIPES
ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
PERSONALISED RECIPES
+12%
PURCHASE INTENT
“Millennials like going on dates and enjoying food” Surface Level
“Millennials are attracted to people who share similar
food tastes” Below The Surface
Attraction Conversion Buy
Gives Content Ideas For All Buying Stages
Grows Business In A Big Way (Not In Tiny Increments)
Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
Oasis = from struggling sales to lots more sales(!)
Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
Oasis = from struggling sales to lots more sales(!)
Chipotle = still one of S&P 500’s best performers
Give Content Time To Air
5000bc
5000bc
4,000 word forum posts
Debated for many days
Slower bit
5000bc
4,000 word forum posts
Debated for many days
Podcast 30 mins
Blog 4,000 word
Slower bit Faster bit
However
Rational Content Still Works
Rational Content Still Works
Content That Nudges
Content That Nudges
SEO optimised articles
Content That Nudges
SEO optimised articles
Social media posts
Content That Nudges
SEO optimised articles
Social media posts
Events
Content That Pushes!
Find An Unconventional Idea
Create ‘Emotional Acupuncture’
Find An Unconventional Idea
Give Content Time To Air
Create ‘Emotional Acupuncture’
Find An Unconventional Idea
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
4. Video is a good idea
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
4. Video is a good idea
5. PR, paid media, running for months
Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
Content campaigns that run for more than 6 months are
31% more effective
Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
Content campaigns that run for more than 6 months are
31% more effective
Creates big (not small) changes to your revenue
60% of branded content is “poor, irrelevant or fails to deliver.”
– Havas Meaningful Brands, 2017
Don’t Bet On Sad Ken…
Don’t Bet On Sad Ken…
... Bet On A Grand National Winner
THANK YOU