champion content - d3hip0cp28w2tg.cloudfront.net · champion content . the tale of sad ken ......
TRANSCRIPT
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How To Turn 60% Of Your Content
Into A Grand National Winner
Champion Content
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The Tale Of Sad Ken
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60% of branded content is “poor, irrelevant or fails to deliver.”
– Havas Meaningful Brands, 2017
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"When we're at our best, we paint a brand
masterpiece, clearing the highest bar of creative
brilliance... but, too often, we produce – well – crap.”
Marc Pritchard, Procter & Gamble's Chief Brand
Officer, Cannes Lions Awards, 2016
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"Content is seen as just stuff. The stuff that goes
into the space that’s there to be filled. Think of a
lorry. A lorry has wheels, an engine and a cab.
And a big space on the back to be filled up with
something. It doesn’t matter what you fill it with,
the lorry is the delivery system. The lorry will do
the job of delivering whatever 'content' you put in
the back.”
Dave Trott, Creative Director and author of ‘Creative Mischief;
Predatory Thinking: A Masterclass in Out-thinking the
Competition’
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“It’s more important to put your effort into
creating high quality content that works
within the limitations of the medium… than it
is to churn out regular updates.”
Jerry Daykin, ‘It’s Beyond Time To Think Beyond Social Media
Marketing’, Eat Your Greens, 2018, P.72
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60%
Where Most Content Is
40%
Where Most Content Needs To Be
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60% 40%
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60% 40%
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Three Principles Of ‘Champion Content’ That Grow Revenue
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Find An Unconventional Idea
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Create ‘Emotional Acupuncture’
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Give Content Time To Air
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Give Content Time To Air
Create ‘Emotional Acupuncture’
Find An Unconventional Idea
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Find An Unconventional Idea
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One unconventional idea = Months (even years) of content
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Content that runs for longer than 6 months is 31% more effective than content that runs for less than 6 months
Source: Lessons from the 2017 WARC Awards
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Create ‘Emotional Acupuncture’
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Emotional Campaigns Are Almost Twice As Profitable As Rational Campaigns
Emotional campaigns
Rational campaigns
Source: IPA, The Long & The Short Of It, 2013
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People are attracted to other people who share similar food tastes.
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x
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x
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ONLINE
VIDEO
SOCIAL MEDIA
PR
STORES
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ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
STORES
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ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
PERSONALISED RECIPES
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ONLINE
VIDEO
SOCIAL MEDIA
FLAVOUR PROFILER TOOL
PR
PERSONALISED RECIPES
+12%
PURCHASE INTENT
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“Millennials like going on dates and enjoying food” Surface Level
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“Millennials are attracted to people who share similar
food tastes” Below The Surface
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Attraction Conversion Buy
Gives Content Ideas For All Buying Stages
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Grows Business In A Big Way (Not In Tiny Increments)
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Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
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Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
Oasis = from struggling sales to lots more sales(!)
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Grows Business In A Big Way (Not In Tiny Increments)
Knorr = grew by 2.4%
Oasis = from struggling sales to lots more sales(!)
Chipotle = still one of S&P 500’s best performers
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Give Content Time To Air
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5000bc
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5000bc
4,000 word forum posts
Debated for many days
Slower bit
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5000bc
4,000 word forum posts
Debated for many days
Podcast 30 mins
Blog 4,000 word
Slower bit Faster bit
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However
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Rational Content Still Works
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Rational Content Still Works
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Content That Nudges
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Content That Nudges
SEO optimised articles
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Content That Nudges
SEO optimised articles
Social media posts
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Content That Nudges
SEO optimised articles
Social media posts
Events
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Content That Pushes!
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Find An Unconventional Idea
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Create ‘Emotional Acupuncture’
Find An Unconventional Idea
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Give Content Time To Air
Create ‘Emotional Acupuncture’
Find An Unconventional Idea
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What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
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What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
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What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
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What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
4. Video is a good idea
![Page 87: Champion Content - d3hip0cp28w2tg.cloudfront.net · Champion Content . The Tale Of Sad Ken ... "When we're at our best, we paint a brand masterpiece, clearing the highest bar of creative](https://reader036.vdocuments.us/reader036/viewer/2022062918/5ede31f4ad6a402d666980a1/html5/thumbnails/87.jpg)
What You Can Do
1. Talk with your target audience
• What do they really care about in their world?
• What do they dislike about the way the competition does ‘content’?
2. Think of unconventional ideas that connect what you sell with what your
audience really cares about
3. Create content ideas for all 3 buying stages
4. Video is a good idea
5. PR, paid media, running for months
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Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
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Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
Content campaigns that run for more than 6 months are
31% more effective
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Huge Business Benefits
Emotional communications are almost twice as profitable
as rational ones
Content campaigns that run for more than 6 months are
31% more effective
Creates big (not small) changes to your revenue
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60% of branded content is “poor, irrelevant or fails to deliver.”
– Havas Meaningful Brands, 2017
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Don’t Bet On Sad Ken…
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Don’t Bet On Sad Ken…
... Bet On A Grand National Winner
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THANK YOU