BEYOND

CREATING EMOTIONALLY RELEVANT CONTENT

@garyedgar

SLOGANS

REALTIMEMARKETING

The original promise of social media…

ConversationsDialogueInteractions

Instead we get

stuff like this

People are looking for answers, information and help.

of people are using the web to research products

90%

Is this what you want them find?

Loyalty?

We are the gatekeepers to the brand’sstory

EXAMPLES

• Heineken - Dropped

30 videos35 million+ viewsAcross 208 countriesLonger videos saw 90% more engagement

What do they have in common?

$$$$$

5 KEYS TO DEVELOPING AWESOME CONTENT

Understand your audience, and give them what they want

1

Do the research: Who are your fans? What speaks to them? What do they care about?Most importantly, always approach them like people, not demographics

Create emotional connections

2

Motivate people, make them feel part of something

3

Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.

Integrate:Don’t rely on one channel

4

Inform AND entertain

5

Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.

1. Know your audience2. Create emotional

connections3. Make them feel part of

something4. Integrate5. Inform and entertain

Thanks@garyedgar