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HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR
SLIDES BY NICOLAI ELMQVIST
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ABOUT ME▸ Nerd in a shirt
▸ Worked with digital innovation and social media for the past 10 years
▸ Former Co-Founder & CEO @ creative digital agency Konstellation
▸ Created 3 tech startups and 1 agency.
▸ Looking for my next big adventure in NYC right now…
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AGENDA: LET’S TALK ABOUT GREAT CONTENT
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ADVERTISING
2015
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THE AD MARKET IS CHANGING RAPIDLY
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SO WHAT IS ADVERTISING REALLY TODAY?
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http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
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ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND
CREATES VALUE TO PEOPLE.
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WHAT IS CONTENT?
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CONTENT IS MANY THINGS
Articles Videos Pictures
Digital servicesWebsite Apps
Publications
EventseDM
Data
SoMe
PRAds
Games
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3 MAJOR CATEGORIES
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DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT
This is what
we’re going to
focus on today
When you stand on top of somebody - let’s see an example
Fast to produce and post
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WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE
CONTENT?
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3 EXAMPLES!
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THE 4 MAGIC INGREDIENTS -ADD PLENTY
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FUNNY SURPRISING EMOTIONAL INNOVATIVE
0 100
0 100
0 100
0 100
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THE GOOD NEWS: YOU ONLY NEED TO
USE ONE OF THEM TO MAKE IT WORK
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AND IT’S ONLY A MATTER HOW THE SOUP TASTE -
NOT HOW IT LOOKS
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HOW DO I CREATE GREAT CONTENT?
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KNOW YOUR AUDIENCE & TAP INTO THEIR WORLD
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Competitors
Core ideaPosition Market
Brand
Consumer insights
Media insights
Technology insights
CREATE A PLATFORM
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REMEMBER: ONLY USE ONE SIMPLE MESSAGE
CONNECTED TO THE BRAND
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Ok - Let’s boost it…
Do we really feel that people will…
Can we launch it on our own channels …
Paid media
Earned media
Owned media
Seeding TV
Outdoor Banners
Events
Share Like
Comment Write about (PR)
Social .com POS etc.
IS IT A GREAT IDEA?
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DOES IT WORK CROSS CHANNEL?
Activations
Soci
al
Med
ia
Am
bass
a do
rs
Med
ia
co-la
bs
PR
Part
ner
ship
s
Even
ts
Brand
Content
Positioning
Tailor-made editorial output
Producing
Foundation
Publishing
Editorial themes
Desired positioning
Actual positioning
Earn
ed
med
ia
PremisTarget and KPI’s
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CHALLENGE THE STATUS QUO
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BE BRAVE AND MADa bitv
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WILL IT BE A VIRAL SUCCESS?
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MAYBE!
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HARD WORK, √ GREAT INSIGHT, √
GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT)
GREAT PR EXECUTION
IT’S
NO
T EN
OU
GH
REM
EMBE
R
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HOW DO I MEASURE CONTENT?
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SELECT KPIS CONNEC-TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES
‣ Mentions ‣ Comments ‣ Shares ‣ Likes
‣ Perception ‣ Brand Love ‣ Subscribers
‣ Reach ‣ Views ‣ Plays
‣ Leads ‣ Direct sales ‣ Consideration
Utilization Engagement
Brand centricSales
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MEASURING CONTENT CAN BE A REAL BITCH!
‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform
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GET THE RIGHT TOOLS TO MEASURE AND MONITOR
THE PERFORMANCE
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BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY
Always listen to what’s going on out there
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REMEMBER WHAT YOU HAVE LEARNED!!!
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CONTACT▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: [email protected] ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist