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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A presentation on how creating great content builds brands. Presented by Carla Januska, Creative Director and Jennifer Manion, Content Strategist, Go East

TRANSCRIPT

Page 1: Feed the Beast: Creating Content for Brands

WELCOME

Feed the Beast:

Creating Content for Brands

Sunday, March 11, 2012

Page 2: Feed the Beast: Creating Content for Brands

AGENDA

inspire you to think differently about content

Sunday, March 11, 2012

Page 3: Feed the Beast: Creating Content for Brands

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

Sunday, March 11, 2012

Page 4: Feed the Beast: Creating Content for Brands

A REALLY BIG BEAST

140 million people

Sunday, March 11, 2012

Page 5: Feed the Beast: Creating Content for Brands

CONTENT

Sunday, March 11, 2012

Page 6: Feed the Beast: Creating Content for Brands

CONTENT

Sunday, March 11, 2012

Page 7: Feed the Beast: Creating Content for Brands

It is what Internet users seek to: see,read, learn about, experience,and ultimately share.

CONTENT

Sunday, March 11, 2012

Page 8: Feed the Beast: Creating Content for Brands

FEED THE BEAST

New Demands on Brands

Sunday, March 11, 2012

Page 9: Feed the Beast: Creating Content for Brands

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?

Sunday, March 11, 2012

Page 10: Feed the Beast: Creating Content for Brands

Sunday, March 11, 2012

Page 11: Feed the Beast: Creating Content for Brands

NEW DEMANDS ON BRANDS

Brands live in the culture, not in the marketplace.

Sunday, March 11, 2012

Page 12: Feed the Beast: Creating Content for Brands

NEW DEMANDS ON BRANDS

The culture demands creativity.And the currency of creativity is content

Sunday, March 11, 2012

Page 13: Feed the Beast: Creating Content for Brands

NEW DEMANDS ON BRANDS

Marketers are the new MediciThey support and sustain the brand with content creation

Sunday, March 11, 2012

Page 14: Feed the Beast: Creating Content for Brands

NEW DEMANDS ON BRANDS: CONTENT MAKES BRANDS

Sunday, March 11, 2012

Page 15: Feed the Beast: Creating Content for Brands

WHAT IS RICH CONTENT?

Brands demand not only content, but rich content.

Sunday, March 11, 2012

Page 16: Feed the Beast: Creating Content for Brands

multi-layered

Rich

WHAT IS RICH CONTENT?

robust

strong

vivid

resonantample

abundant Productive

fullSunday, March 11, 2012

Page 17: Feed the Beast: Creating Content for Brands

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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

Sunday, March 11, 2012

Page 18: Feed the Beast: Creating Content for Brands

Rich Content

advances your business goals

meets the needs ofyour audience

reflects your brand

builds and maintains your brand’s story

WHY RICH CONTENT

Sunday, March 11, 2012

Page 19: Feed the Beast: Creating Content for Brands

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.

Sunday, March 11, 2012

Page 20: Feed the Beast: Creating Content for Brands

Cisco

RICH CONTENT FOR B2B

Sunday, March 11, 2012

Page 21: Feed the Beast: Creating Content for Brands

CISCO

Sunday, March 11, 2012

Page 22: Feed the Beast: Creating Content for Brands

THE PAYOFF

Brand advocates who evangelize: consumers who actively promote the brands, products and services they love

Sunday, March 11, 2012

Page 23: Feed the Beast: Creating Content for Brands

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

Sunday, March 11, 2012

Page 24: Feed the Beast: Creating Content for Brands

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

Sunday, March 11, 2012

Page 25: Feed the Beast: Creating Content for Brands

HOW DO WE CREATE RICH CONTENT?

A process for rich content

Sunday, March 11, 2012

Page 26: Feed the Beast: Creating Content for Brands

Sunday, March 11, 2012

Page 27: Feed the Beast: Creating Content for Brands

Rich content must be planned content. It requires strategy: a plan of action specifically and carefully designed to achieve a specific end or goal.

Sunday, March 11, 2012