On the Edge Digital - Throwing Shit Against the Wall - Redux

Download On the Edge Digital - Throwing Shit Against the Wall - Redux

Post on 09-May-2015




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This is an updated version of the deck I originally presented at the Content Marketing Show in November. Here I explore why content designed to be shareable is important and some lessons we've learned when creating and promoting it.


<ul><li>1.HANNAH SMITH CONTENT STRATEGIST throwing sh*t against the wall &amp; analysing what sticks </li></ul> <p>2. that has negative connotations @hannah_bo_banna 3. I beg to differ 4. present an idea &amp; testthe reaction @hannah_bo_banna 5. is the only way to succeed @hannah_bo_banna 6. but Im jumping ahead @hannah_bo_banna 7. what do I actually do? @hannah_bo_banna 8. this is my approach @hannah_bo_banna 9. here are some things weve made @hannah_bo_banna 10. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna 11. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna 12. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna 13. we endeavour to create content that @hannah_bo_banna 14. will blow peoples minds 15. for a precious heartbeat or two 16. create things that are useful 17. things that will blow their minds 18. create things people will love 19. that sounds hard @hannah_bo_banna 20. do you really need to do that? @hannah_bo_banna 21. yes I think you do @hannah_bo_banna 22. content marketing is notnew @hannah_bo_banna 23. but howwe consume content online @hannah_bo_banna 24. has &amp; will continue to change @hannah_bo_banna 25. we surface content through filters @hannah_bo_banna 26. do you actually see updates from the companies you follow? @hannah_bo_banna 27. facebook protects us from unwantedcontent @hannah_bo_banna 28. &amp; theyre protecting us from content we do want @hannah_bo_banna 29. Mark says you have to pay to play 30. but its not just facebook @hannah_bo_banna 31. our technology protects us from unwanted content too @hannah_bo_banna 32. With four months of steady decline, its apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus @hannah_bo_bannahttps://litmus.com/blog/48-of-emails-are-opened-on- mobile-gmail-opens-down-20-since-tabs 33. permissionmay no longer be enough @hannah_bo_banna 34. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna 35. people need to love your marketing 36. today I bring you @hannah_bo_banna 37. the stumbling blocks &amp; pitfalls @hannah_bo_banna 38. that Ive encountered when creating content @hannah_bo_banna 39. &amp; what Ive learned along the way @hannah_bo_banna 40. stumbling blocks @hannah_bo_banna 41. cant we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna 42. me: the sort of content that drives conversion? @hannah_bo_banna 43. yeah, do that &amp; get people to share it ~ The Client @hannah_bo_banna 44. me: you want me to get you free advertising? @hannah_bo_banna 45. yeah! ~ The Client @hannah_bo_banna 46. content should be goal-driven @hannah_bo_banna 47. what you create depends on what you want to achieve @hannah_bo_banna 48. advertising isnt sharedunless it also entertains / educates @hannah_bo_banna 49. content to persuade isnt sharedunless it also entertains / educates @hannah_bo_banna 50. @hannah_bo_banna 51. @hannah_bo_banna 52. sometimes it works @hannah_bo_banna 53. sometimes it just appears to @hannah_bo_banna 54. @hannah_bo_banna 55. yay! @hannah_bo_banna 56. but people see through this @hannah_bo_banna 57. time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna 58. youre getting coverage @hannah_bo_banna 59. its even hitting your target audience @hannah_bo_banna 60. but @hannah_bo_banna 61. self-serving messaging can alienatethe people you seek to engage @hannah_bo_banna 62. people need to love your marketing 63. pitfalls @hannah_bo_banna 64. limitedcreative scope @hannah_bo_banna 65. thats off-brand ~ The Client @hannah_bo_banna 66. sometimes this is true @hannah_bo_banna 67. but @hannah_bo_banna 68. your brand is not whatyou sell @hannah_bo_banna 69. your brand is howyou sell it 70. its about your values @hannah_bo_banna 71. your content must not contradict your brand values @hannah_bo_banna 72. but @hannah_bo_banna 73. dont limityour content @hannah_bo_banna 74. dont limityourself @hannah_bo_banna 75. your content doesnt have to be *just* about what you sell @hannah_bo_banna 76. sell soft drinks @hannah_bo_banna 77. but their content is about extreme sports @hannah_bo_banna 78. @hannah_bo_banna 79. because thats what their target audience love &amp; share @hannah_bo_banna 80. its our job to persuade brands to think beyond their products @hannah_bo_banna 81. &amp; think about their audienceinstead @hannah_bo_banna 82. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna 83. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna 84. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna 85. so @hannah_bo_banna 86. howdo you figure out what your audience love / need / want? @hannah_bo_banna 87. what will blow peoples minds? 88. to succeed youll need to @hannah_bo_banna 89. research your audience @hannah_bo_banna 90. surveys &amp; focus groups @hannah_bo_banna 91. what problems do they have? what do they love? what do they hate? what do they share? what sites do they read? how do they spend time online? what about offline? @hannah_bo_banna 92. research what sticks @hannah_bo_banna 93. study what works &amp; try to deconstruct why @hannah_bo_banna 94. but dont spend too much time on this! @hannah_bo_banna 95. what works for one company may not work for you @hannah_bo_banna 96. frame your content appropriately @hannah_bo_banna 97. @hannah_bo_bannahttp://www.cordless-phones.uk.com/blog/ligo/news/social-media- bad-phone.htm 98. theres some stuff about being bad for your phone @hannah_bo_banna 99. @hannah_bo_banna 100. but theres also some stuff about your well-being @hannah_bo_banna 101. @hannah_bo_banna 102. find your story @hannah_bo_banna 103. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service 104. meh @hannah_bo_banna 105. not even slightly surprising @hannah_bo_banna 106. but it got coverage @hannah_bo_banna 107. @hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in- hotel-minibars-around-the-world/ 108. wait! @hannah_bo_banna 109. theres gold buried in this release @hannah_bo_banna 110. @hannah_bo_banna 111. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service 112. where vodka is cheaper than water @hannah_bo_banna 113. @hannah_bo_banna 114. but remember there are no guarantees @hannah_bo_banna 115. its incredibly hard to predict what will resonate @hannah_bo_banna 116. at some point, you have to @hannah_bo_banna 117. @hannah_bo_banna 118. if you dont launch anything you cant learn anything @hannah_bo_banna 119. throwshit against the wall, &amp; analyse what sticks @hannah_bo_banna 120. 5 tips to help you succeed @hannah_bo_banna 121. @hannah_bo_banna 122. pick your battles @hannah_bo_banna 123. if theres no appetite for content to entertain / educate @hannah_bo_banna 124. focus on content to persuade or convert first @hannah_bo_banna 125. @hannah_bo_banna 126. recognise the pitfalls &amp; stumbling blocks @hannah_bo_banna 127. dont just power on through @hannah_bo_banna 128. you risk wasting time &amp; effort on something which might never be launched @hannah_bo_banna 129. acknowledge &amp; address issues @hannah_bo_banna 130. be prepared to start over if you have to @hannah_bo_banna 131. @hannah_bo_banna 132. make your content go further @hannah_bo_banna 133. make sure your content works across all browsers &amp; devices @hannah_bo_banna 134. make sure your social share buttons work @hannah_bo_banna 135. make your headline &amp; social share copy clicky @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral 136. create images for social sharing @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral 137. place retargeting pixels on all of your content @hannah_bo_banna 138. retarget these audiences with more content @hannah_bo_banna 139. test paid promotion @hannah_bo_banna 140. @hannah_bo_banna 141. be honest @hannah_bo_banna 142. talk openly about the risks &amp; why its important to try anyway @hannah_bo_banna 143. manage expectations @hannah_bo_banna 144. agree what successlooks like before you launch @hannah_bo_banna 145. @hannah_bo_banna 146. learn from failure @hannah_bo_banna 147. deconstruct what did and did not work @hannah_bo_banna 148. shareyour learning with everyone @hannah_bo_banna 149. and keep going @hannah_bo_banna 150. howwe consume content online @hannah_bo_banna 151. has &amp; will continue to change @hannah_bo_banna 152. permissionmay no longer be enough @hannah_bo_banna 153. people need to love your marketing 154. hannah.smith@distilled.net @hannah_bo_banna Caffeine Addict Moz Associate Writes on State of Digital, Medium &amp; SEO Chicks HANNAH SMITH Content Strategist 155. Image Credits I dont know what Im doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ Love - http://realtruelove.wordpress.com/2013/02/14/love/ Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ Launch - http://www.palantir.net/blog/its-launch-time 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna </p>