how to create sexy content in a seemingly unsexy industry
DESCRIPTION
Work in a "boring" industry and think your content is doomed to never see the coverage and "viral appeal" of brands like J.Crew and Red Bull? Think again. Adria Saracino of Distilled will show you how to create exciting and effective content even if your company isn't selling apparel and beverages with a cult consumer following.TRANSCRIPT
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brought to you by…
03/12/2014
Sexy Content In a Seemingly Unsexy Industry
Adria Saracino
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Sexy is in the eye of the beholder.
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
You’re in business because someone
finds you sexy.
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Step 1: Define “Sexy”
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
Customer
Customer
Customer
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
Customer
Customer
Customer
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
TV ads
Print ads
Display ads
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
TV ads
Print ads
Display ads
$ $
$
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Discover
Trigger
Search
Buy
Stay
Not ready
Ready
?
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
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Source
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Source
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Source
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand
Cats?
Zombies?
Death monsters?
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Sexy is in the eye of the beholder.
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Source
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Brand Market
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
What you can credibly
talk about
What your audience
shares
Ding, Ding, Ding!
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Moving on to…
Step 2: Analyze that sweet spot
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Starts with your brand’s goals.
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Source
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Then understand your audience’s interests.
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
56% of the market doesn’t research tires.
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Most purchasers buy within 72 hours.
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Only 12% give a crap about tires.
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DERP
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Tires
Driving
Music
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
95% of Americans own cars.
(source)
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Lastly, determine what triggers shares.
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Source
Happy
Sad
Anger
Fear
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Source
Happy
Sad
Anger
Fear
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Moving on to…
Step 3: Start thinking
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Tires + driving + rap music = ?
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Source
103 placements
24K shares
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Source
199 placements
92K shares
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Which Rap Artists Are Making Their Career From Rapping About
Rims?
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Tires +
engineering
Driving +
music
AN ON-BRAND EXPLORATION OF RIMS
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So how do you make sexy content in an unsexy industry?
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Sexy is in the eye of the beholder.
![Page 53: How To Create Sexy Content In a Seemingly Unsexy Industry](https://reader033.vdocuments.mx/reader033/viewer/2022051816/5455b7b4af79590b088b4a67/html5/thumbnails/53.jpg)
#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
What you can credibly
talk about
What your audience
shares
FIND THE INTERSECTION
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Do this by identifying goals & audience
interests.
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#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
Core Product
Related Topic
Related Topic
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Source
Happy
Sad
Anger
Fear
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Source
Three
(a UK mobile provider)
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Source
Cable TV
(a US cable affiliate)
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Source
MTS
(a Australian metro service)
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Thank You
#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled