Feed the Beast: Creating Content for Brands
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Transcript of Feed the Beast: Creating Content for Brands
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WELCOME
Feed the Beast:
Creating Content for Brands
Sunday, March 11, 2012
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AGENDA
inspire you to think differently about content
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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
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A REALLY BIG BEAST
140 million people
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CONTENT
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CONTENT
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It is what Internet users seek to: see,read, learn about, experience,and ultimately share.
CONTENT
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FEED THE BEAST
New Demands on Brands
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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?
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NEW DEMANDS ON BRANDS
Brands live in the culture, not in the marketplace.
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NEW DEMANDS ON BRANDS
The culture demands creativity.And the currency of creativity is content
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NEW DEMANDS ON BRANDS
Marketers are the new MediciThey support and sustain the brand with content creation
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NEW DEMANDS ON BRANDS: CONTENT MAKES BRANDS
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WHAT IS RICH CONTENT?
Brands demand not only content, but rich content.
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multi-layered
Rich
WHAT IS RICH CONTENT?
robust
strong
vivid
resonantample
abundant Productive
fullSunday, March 11, 2012
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describes
informs
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validates
educates
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engagesintellectually
convinces
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raisesawareness
tells astory
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entertains
engagesemotionally
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inspires
sparksconversation
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motivatesaction
A spectrum of content
functional content
engagement content
RICH CONTENT
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Rich Content
advances your business goals
meets the needs ofyour audience
reflects your brand
builds and maintains your brand’s story
WHY RICH CONTENT
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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.
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Cisco
RICH CONTENT FOR B2B
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CISCO
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THE PAYOFF
Brand advocates who evangelize: consumers who actively promote the brands, products and services they love
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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
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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
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HOW DO WE CREATE RICH CONTENT?
A process for rich content
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Rich content must be planned content. It requires strategy: a plan of action specifically and carefully designed to achieve a specific end or goal.
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