The Art & Science of Content Strategy with Brad Spychalski
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The Art & Science of Content Strategy: How values, interests and insights can unlock creative ideas Brad Spychalski @bradspy
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Transcript of The Art & Science of Content Strategy with Brad Spychalski
The Art & Science of Content Strategy: How values, interests and insights can unlock creative ideas
Brad Spychalski
@bradspy
Visual storytelling is alive and well
And it’s no surprise that every story is rooted in an idea
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Those ideas help us discover, and
ultimately do, the things we love
Ideas are what matter
“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” - Jef I. Richards
Creating a global creative
Workbench
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?
Values Interests Insights
Values
1. What are the unique brand + product benefits?
2. How can we leverage values when creating content?
Lego “Inspire the builders of
tomorrow”
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Values
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Dreyer’s “Creating smiles through
the magic of ice cream”
Values
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Values
REI “A life outdoors is
a life well lived”
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Ziploc “Overcome the chaos”
Values
Example: Beauty Brand Case StudyValues
Savings/Discounts
Credible/Trustworthy
A+ Customer Service
Brand Benefits
ProductBenefits
Exclusive Lines
Trend-forward product
Product assortment
Values Interests Insights
On Pinterest, user behavior falls into 5 unique interest categories:
How can we leverage audience interests and behaviors when
creating content?
Interests
Hobby
Interests
Interests
Vocation
Interests
Preference
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Interests
Projects
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Interests
Passion
Example: Beauty Brand Case StudyInterests
Nail art
Hobby
Cosmetics
Vocation
Seasonal
Preference
Big moments
Project
Color trends
Passion
Values Interests Insights
1. What do we know about the audience, category, vertical and emerging trends?
2. How can we leverage insights when creating content?
Insights
50BPins
interests assigned to every Pin
street stylechic outfit
australia fashionmonochromefashion week
outfit inspirationgrey
neutralstraight style
dressperfectysl bag
simple casualchic fall
…
x = 950Binterest data points
Insights
Insights Digging for Human Truths
Who’s interested?
AudienceWhat are they interested in?
CategoryWhen are they
interested?
TimingWhen do topics spike or decrease in popularity?
Trends
Pinterest’s planning cycle is typically 2 - 4 months long
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Months before event Day of event4 months 2 months
25% of all Pinning happens in the 2-4 months range for all genres
75%
Insights Plan by channel
November
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Consider Holiday travel: Pins focusing on beach destinations
Black Friday Gifts Fashion Hair & beauty
Christmas Gifts Decor & party Food & drink Fashion Kids & parenting Hair & beauty
Thanksgiving
Decor & party Food & drink Kids & parenting
Valentine’s Day
Gifts Decor & party Food & drink Fashion Hair & beauty
New Years
Decor & party Food & drink Fashion Hair & beauty
Super Bowl Decor & party Food & drink
Consider New Years: Especially Pins focusing on decor & fashion
Incr
easi
ng a
ctiv
ityPe
ak a
ctiv
ity
Super Bowl Decor & party Food & drink Fashion Hair & beauty
Insights Plan by calendar month
Event 6 months 5 months 4 months 3 months 2 month 1 month Day of Post event
Golden GlobesSuper BowlMardi GrasValentine's DayOscarsEasterSt Patrick's DayMarch MadnessPromKentucky DerbyCinco de MayoMothers Day4th of JulyMemorial DayFathers DayGraduationBack to CollegeBack to SchoolHalloweenBlack FridayThanksgivingChristmasNew Years
Increasing activity Peak activity Day of event
Insights Plan by moments
Insights Insights Made Easy: Guided Search
Insights Example: Beauty Brand Case Study
Cross Platform comScore January 2016 | Internal Pinterest data
% of Pinners state that they use Pinterest to discover new brands, trends and products
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% of people say that they use Pinterest to plan for things they want to buy
93
% of Pinners explore beauty content on mobile
91
COSMETICS On Pinterest, consumers search for eye shadows based on the color of their eyes
SKIN CARE Skin care searches spike in the summer, which is the same time makeup pinning dips
Creative Concept
Values Interests Insights
Creative Example: Beauty Brand Case Study
Insight Value
[BRAND] is the only Beauty
brand offering a playground of possibilities to explore the fun side of beauty
93% of Pinners use Pinterest to plan for things they want to
buy
Productive PlayCreative Concept
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Productive Play Creative Concept:
Approach:In a time where the beauty industry has become a sea of sameness, consumers are craving more helpful, innovative and memorable shopping experiences that delicately balance utility with action.
Let’s illustrate how [brand] is the top destination for Productive Play, a shopping experience that brings the thrill of discovery and the fun of exploration with expert advice that inspires, educates and drives action.
Creative Success Stories
How brands are leveraging Values, Interests and Insights to create compelling content strategies on Pinterest
Creating a global creative
Pinterest as instant gratification
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Pinterest as real-life inspiration
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Pinterest as movement maker
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Add your footer/source here 46
Pinterest as marketplace
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What ideas will you create?
Thank you! brad spychalski | @bradspy
