feed the beast: creating content for brands
DESCRIPTION
A presentation on how creating great content builds brands. Presented by Carla Januska, Creative Director and Jennifer Manion, Content Strategist, Go EastTRANSCRIPT
WELCOME
Feed the Beast:
Creating Content for Brands
Sunday, March 11, 2012
AGENDA
inspire you to think differently about content
Sunday, March 11, 2012
17% look for information on Wikipedia
28% watch a video 23% do research for their jobs
28% look online for product information before buying
43% use a social network59% use a search engine
4% post a comment or review a product
11% tag online content 10% read someone’s blog
WHY CARE ABOUT RICH CONTENT?
On a typical day in the US, 59% of all adults are online
source: http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activities-Daily.aspx
Sunday, March 11, 2012
A REALLY BIG BEAST
140 million people
Sunday, March 11, 2012
CONTENT
Sunday, March 11, 2012
CONTENT
Sunday, March 11, 2012
It is what Internet users seek to: see,read, learn about, experience,and ultimately share.
CONTENT
Sunday, March 11, 2012
FEED THE BEAST
New Demands on Brands
Sunday, March 11, 2012
the story can change in a minute legacy equity may not be a benefit
multichannel means multi-everythingeveryone tells the brand’s story
NEW DEMANDS ON BRANDS
What’s changed?
Sunday, March 11, 2012
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS
Brands live in the culture, not in the marketplace.
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS
The culture demands creativity.And the currency of creativity is content
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS
Marketers are the new MediciThey support and sustain the brand with content creation
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS: CONTENT MAKES BRANDS
Sunday, March 11, 2012
WHAT IS RICH CONTENT?
Brands demand not only content, but rich content.
Sunday, March 11, 2012
multi-layered
Rich
WHAT IS RICH CONTENT?
robust
strong
vivid
resonantample
abundant Productive
fullSunday, March 11, 2012
|
describes
informs
|
|
validates
educates
|
|
engagesintellectually
convinces
|
|
raisesawareness
tells astory
|
|
entertains
engagesemotionally
|
|
inspires
sparksconversation
|
|
motivatesaction
A spectrum of content
functional content
engagement content
RICH CONTENT
Sunday, March 11, 2012
Rich Content
advances your business goals
meets the needs ofyour audience
reflects your brand
builds and maintains your brand’s story
WHY RICH CONTENT
Sunday, March 11, 2012
WHY RICH CONTENT
A brand with rich content that establishes clout, enjoys the trust and respect of its loyal fans and earns credibility and authority in the marketplace.
Sunday, March 11, 2012
Cisco
RICH CONTENT FOR B2B
Sunday, March 11, 2012
CISCO
Sunday, March 11, 2012
THE PAYOFF
Brand advocates who evangelize: consumers who actively promote the brands, products and services they love
Sunday, March 11, 2012
EFFECTIVE WEBSITE CONTENT CAN ALSO DRIVE OFFLINE SALES
Non-visitors Web visitorsDid not visit Visited site
Average spend of consumers in brick and mortar stores
Percentage increased spend of brand website visitors
37% higher
200% more
Sunday, March 11, 2012
SO RICH CONTENT CAN ALSO ADD VALUE BY:
More efficiently generating word-of-mouth buzz about your brand
Yielding a better ROI than traditional media
Cultivating customers who are motivated to interact (e.g., to complete a sale)
Driving sales through customer reviews
Reducing customer service costs
Sunday, March 11, 2012
HOW DO WE CREATE RICH CONTENT?
A process for rich content
Sunday, March 11, 2012
Sunday, March 11, 2012
Rich content must be planned content. It requires strategy: a plan of action specifically and carefully designed to achieve a specific end or goal.
Sunday, March 11, 2012