how to create content that will generate mentions and pr
TRANSCRIPT
HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR
SLIDES BY NICOLAI ELMQVIST
ABOUT ME▸ Nerd in a shirt
▸ Worked with digital innovation and social media for the past 10 years
▸ Former Co-Founder & CEO @ creative digital agency Konstellation
▸ Created 3 tech startups and 1 agency.
▸ Looking for my next big adventure in NYC right now…
AGENDA: LET’S TALK ABOUT GREAT CONTENT
ADVERTISING
2015
THE AD MARKET IS CHANGING RAPIDLY
SO WHAT IS ADVERTISING REALLY TODAY?
http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND
CREATES VALUE TO PEOPLE.
WHAT IS CONTENT?
CONTENT IS MANY THINGS
Articles Videos Pictures
Digital servicesWebsite Apps
Publications
EventseDM
Data
SoMe
PRAds
Games
3 MAJOR CATEGORIES
DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT
This is what
we’re going to
focus on today
When you stand on top of somebody - let’s see an example
Fast to produce and post
WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE
CONTENT?
3 EXAMPLES!
THE 4 MAGIC INGREDIENTS -ADD PLENTY
FUNNY SURPRISING EMOTIONAL INNOVATIVE
0 100
0 100
0 100
0 100
THE GOOD NEWS: YOU ONLY NEED TO
USE ONE OF THEM TO MAKE IT WORK
AND IT’S ONLY A MATTER HOW THE SOUP TASTE -
NOT HOW IT LOOKS
HOW DO I CREATE GREAT CONTENT?
KNOW YOUR AUDIENCE & TAP INTO THEIR WORLD
Competitors
Core ideaPosition Market
Brand
Consumer insights
Media insights
Technology insights
CREATE A PLATFORM
REMEMBER: ONLY USE ONE SIMPLE MESSAGE
CONNECTED TO THE BRAND
Ok - Let’s boost it…
Do we really feel that people will…
Can we launch it on our own channels …
Paid media
Earned media
Owned media
Seeding TV
Outdoor Banners
Events
Share Like
Comment Write about (PR)
Social .com POS etc.
IS IT A GREAT IDEA?
DOES IT WORK CROSS CHANNEL?
Activations
Soci
al
Med
ia
Am
bass
a do
rs
Med
ia
co-la
bs
PR
Part
ner
ship
s
Even
ts
Brand
Content
Positioning
Tailor-made editorial output
Producing
Foundation
Publishing
Editorial themes
Desired positioning
Actual positioning
Earn
ed
med
ia
PremisTarget and KPI’s
CHALLENGE THE STATUS QUO
BE BRAVE AND MADa bitv
WILL IT BE A VIRAL SUCCESS?
MAYBE!
HARD WORK, √ GREAT INSIGHT, √
GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT)
GREAT PR EXECUTION
IT’S
NO
T EN
OU
GH
REM
EMBE
R
HOW DO I MEASURE CONTENT?
SELECT KPIS CONNEC-TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES
‣ Mentions ‣ Comments ‣ Shares ‣ Likes
‣ Perception ‣ Brand Love ‣ Subscribers
‣ Reach ‣ Views ‣ Plays
‣ Leads ‣ Direct sales ‣ Consideration
Utilization Engagement
Brand centricSales
MEASURING CONTENT CAN BE A REAL BITCH!
‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform
GET THE RIGHT TOOLS TO MEASURE AND MONITOR
THE PERFORMANCE
BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY
Always listen to what’s going on out there
REMEMBER WHAT YOU HAVE LEARNED!!!
CONTACT▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: [email protected] ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist