3) High Impact Content Marketing - Define Objectives and...
Transcript of 3) High Impact Content Marketing - Define Objectives and...
![Page 1: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/1.jpg)
DEFINE
![Page 2: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/2.jpg)
SociMediaStrateg
y
DEVELOPü Create+Curateü Incentivise
DEFINEü Objectives&Metricsü STEPPSforvirality
DISCOVERü Customersü Competitors
ContentStrategy
![Page 3: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/3.jpg)
Zoominonyourcontentmarketingobjectivesandtellyourstory
Whatyouneedtodo• Determinemarketing
objectivesandmetrics• Maptoyourdigitalmarketing
funnel• DefinetheSTEPPSofviralityTOOLS:GoogleAnalytics,GoogleURLBuilder,FacebookInsights
![Page 4: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/4.jpg)
SetSMARTObjectives
![Page 5: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/5.jpg)
FourTypesofMarketingObjectives
Awareness Engagement(orConsideration)
Conversion Loyalty
![Page 6: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/6.jpg)
ExamplesofAwarenessKPIsBrandAwarenessIndicators Measurements
Total reachofsocialmediaefforts Reach(Facebook)
SocialNetworkSize No offans/followers
Overallimpressionsofadsandposts Impressions (organic andpaid)
Website/blogvisitors Webpageviewsorvisits
Buzzonsocialmedia Brand mentions (egBuzzSumo orGoogle)
![Page 7: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/7.jpg)
ExamplesofEngagementKPIsCommunityEngagement Measurements
Growthofnewfans/followers NewFans/Followerpermonth
Number ofvideoviews Videoviews
Bounce rateonwebsite(lowerisbetter) BounceRate
Durationofvideoviews Lengthofvideoviewed
Numberof likesperpost Averagelikes perpost
Numberofcommentsperpost Averagecommentsperpost
![Page 8: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/8.jpg)
ExamplesofConversionKPIsExamplesofConversion Measurements
Numberof subscriberstoemaillists Subscriberspermonth
Numberofdownloads (egeBook) Downloadspermonth
Numberofappinstallations App installspermonth
Numberofpromotion redemptions (viacouponcodes)
Redemptionspermonth
Numberofnewleadsgenerated Leadspermonth
Numberof salesmade Salespermonth
Valueofsalesmade Revenuepermonth
![Page 9: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/9.jpg)
ExamplesofLoyalty/AdvocacyKPIsExamplesofCustomer Loyalty/Advocacy Measurements
Growthinnumberoffans/followers No offans(“likes”)orfollowers
Numberof sharesandretweets Shares;retweets;reposts
Numberofexternal blogposts Blogposts
Numberofhashtaggedposts Hashtagged posts
Increase incustomerLifeTimeValue(LTV) Value ofLTV(more insection5)
![Page 10: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/10.jpg)
LinkStrategicIntenttoKPIs
Goals
Increasebrandawarenessonline
Objectives
GrowFacebookcommunityby100%
Increaseengagementby50%perpost
Increasevirality andshareability ofcontent
Generate50%moretrafficonwebsite
Metrics
#ofnewfans(Likes)
#oflikes, commentsandshares
#ofhashtags andbrandmentions
50%growth inpageviews/visitors
![Page 11: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/11.jpg)
Map To Digital Marketing Funnel
![Page 12: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/12.jpg)
Digital Funnel (Objectives)
Website Optimization
Social Media Optimization
Conversion
Lead Magnet + Landing Page
CustomerExperience
Email/ Offer Marketing
Blog/ ContentMarketing
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ VisitorAWARENESS
CONVERSION
ENGAGEMENT
LOYALTY
Online Advertising
Social Media Marketing, SEO
![Page 13: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/13.jpg)
Digital Funnel (Tools & Channels)
WebsiteOptimization
Social Media Optimization
Conversion
MIDDL
EOFFU
NNEL
(MO
FU)
BOTTOM
OFFU
NNEL
(BO
FU)
Lead Magnet + Landing Page
CustomerExperience
TOP
OFFU
NNEL
(TO
FU)
Email/ Offer Marketing
Blog/ Content Marketing
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
Online Advertising
Social Media Marketing
![Page 14: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/14.jpg)
Digital Funnel (Analytics)MIDDL
EOFFU
NNEL
(MO
FU)
BOTTOM
OFFU
NNEL
(BO
FU)
TOP
OFFU
NNEL
(TO
FU) 100,000 Reach, Ad Impressns,
Views, Visits
10,000 (10% CTR)
Engaged Fans, Followers(Like, Comment)
-5,000 (50% bounce rate)
Percentage which immediately leaves
= 5,000 readers Blog/ Content readers
1,000 leads(20% of readers) Leads (opt-in via form)
500 prospects(50% of leads)
Prospects (respond to email call to actions)
100 sales conversions (20%)
Customers (ie actual sales)
40 repeats (40% of customers) Loyal Customers
33 advocates (33% of customers) Advocates
Content Reader
Fan/ Follower
Click Throughs
Subscriber
Repeat Customer
Customer
Prospect
Brand Advocate
Viewer/ Visitor
![Page 15: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/15.jpg)
GameTime!
15mins
![Page 16: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/16.jpg)
Instructions:• Formteamsof4to5each• Eachteamwillbegiven:• AsetofMarketingObjectivescards• AsetofKPImeasurementscards• AsetofCustomerGroupcards• Seewhichteamcancompletefirst
20mins
![Page 17: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/17.jpg)
Reach(Facebook)
Leadspermonth
MarketingObjectives
KPIs CustomerGroups
Subsciber
![Page 18: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/18.jpg)
Activity1:1. Arrangethe4MarketingObjectives
(SetA)inorderoftheirvaluetothecompany.
2. FromLeastValuable(Left)toMostValuable(Right)
MostValuable
LeastValuable
5mins
![Page 19: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/19.jpg)
MarketingObjectives
Awareness Engagement Conversion Loyalty/Advocacy
![Page 20: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/20.jpg)
Activity2:1. SorttheKPICards(SetB)intothe4MarketingObjectives.
5mins
Awareness Engagement Conversion Loyalty/Advocacy
![Page 21: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/21.jpg)
BrandAwareness
CommunityEngagement
Conversion CustomerLoyalty/Advocacy
Reach(Facebook) Newfans/followerspermonth
Subscriberspermonth NoofFans/Followers
Nooffans/followers Videoviews Downloadpermonth Shares,retweets,reposts
Impressions(organic/paid)
Bouncerate Appinstalledpermonth ExternalBlogposts
Webpageviews/visits Lengthofvideoviewed Redemptionpermonth Hashtagposts
BrandMentions(e.gBuzzSumo orGoogle)
Averagelikesperpost Leadspermonth ValueofLifeTimeValue(LTV)
Averagecommentsperpost
Salespermonth
Revenuepermonth
KeyPerformanceIndicators(KPIs)Classification
![Page 22: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/22.jpg)
Activity3:1. Arrangethe4MarketingObjectivesfromToptoBottom.“Least
Valuable”ontopand“MostValuable”below.SeeBelow.2. MatchtheCustomerGroupstothe4MarketingObjectives.
Awareness
Engagement
Conversion
Loyalty/Advocacy
10mins
![Page 23: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/23.jpg)
CustomerGroupsInADigitalFunnel
Awareness
Engagement
Conversion
Loyalty/Advocacy
![Page 24: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/24.jpg)
Debrief
5mins
• Whathaveyoulearnedaboutobjectives,KPIsanddigitalfunnel?
• Whatdoesthisshowyou?• HowCanYouApplyThisinYourorganisation?
![Page 25: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/25.jpg)
Tracking Campaigns With Google Analytics URL-Builder
(Source:https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)
![Page 26: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/26.jpg)
http://spikehq.com/approach-split-testing-costing-money/
![Page 27: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/27.jpg)
TheUTMParametersParameter Purpose
CampaignSource(utm_source)
Todescribethewebsiteormainsourceinwhichthelinkwillbeplaced.Eg.thenameofthewebsitedisplayingyouradsorifyou'reusingthelinkinanemailnewsletter,youmayuse"newsletter".
CampaignMedium(utm_medium)
Todescribethemarketingactivity.Eg.youmaywanttocallthis"ppc"ifyou'reusingthisforapay-per-clickcampaignor"review"ifyou'reusingthelinktotracktraffic fromaproduct reviewonablogger'ssite.
CampaignName(utm_campaign)
To refertotheoverallcampaignyou'rerunning.Eg.itcouldrefertoaproduct launch,asummercampaignoraparticular sale.
OPTIONALCampaignTerm(utm_term)
This isusedfortrackingparticularkeywords ifyou'rerunning anAdwords campaign.
CampaignContent(utm_content)
This ishelpful ifyou'resplittesting ads.Inthiscaseyoucouldtrackeachadtoseewhichwasmosteffectivefordriving traffic.
![Page 28: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/28.jpg)
GoogleAnalyticsURL-Builder
https://ga-dev-tools.appspot.com/campaign-url-builder/
![Page 29: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/29.jpg)
GoogleAnalyticsURL-Builder
www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014%20summer%20sale
![Page 30: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/30.jpg)
BestPracticesCreatingTrackableURLs
UseastandardnamingconventionAnyonecanseetheparameter.Don’twriteanythingyoudon’twantyourcustomertosee.UselowercaselettersUsealinkshortener servicelikebit.lyCreateonlythenecessaryones
![Page 31: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/31.jpg)
Shortener Servicebit.ly
www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014
%20summer%20sale
http://bit.ly/1l8oG1a
![Page 32: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/32.jpg)
ViewingYourCampaignReportsMaytake24Hourstoreceiveandrecorddata
![Page 33: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/33.jpg)
ViewingYourCampaignReports
![Page 34: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/34.jpg)
ViewingYourCampaignReportsIfyouhaveeCommerce Tracking
Note:CampaignswillonlyshowupinyourGoogleAnalyticsCampaignreports ifthelinksareclickedon.
![Page 35: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/35.jpg)
WhenToUseUTMParameters?
GuestBlogPost Social Email
Features BannerAds
![Page 36: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/36.jpg)
Exercise1)CreateTrackable URLwithfollowingparameters:• CampaignSource:Facebook• CampaignMedium:PPC• CampaignName:SocialPromotion
2)Shortenusingbitly ifnecessary
5minshttps://support.google.com/analytics/answer/1033867?rd=2
![Page 37: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/37.jpg)
Debrief
5mins
• WhathaveyoulearnedaboutsettingobjectivesandKPIs?
• Whatdoesthisshowyou?• Howcanyouapplythisinyourorganisation?
![Page 38: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/38.jpg)
Source:http://digitalrezonance.com/building-brand-stories/
![Page 39: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/39.jpg)
#1SocialCurrency
Anythingwesharethatmakesotherslikeus!1. Identifywhat’sremarkableaboutyourbrand2. Usegamemechanics3. Makepeoplefeellikeinsiders
![Page 40: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/40.jpg)
#1SocialCurrency
![Page 41: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/41.jpg)
#2TriggersTriggersareremindersthatsparkoffrelatedthoughtsandideas.1. CulturalNorms2. Seasons3. Phrases/KeyWords4. DailyActivities5. Events
![Page 42: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/42.jpg)
#3Emotions
Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/
![Page 43: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/43.jpg)
#3Emotions
http://www.asiaone.com/singapore/rat-found-salted-vegetables-marina-square-chinese-restaurant
THE SCHOOLING EFFECT
![Page 44: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/44.jpg)
#4PracticalValueValuableinformationandtoolsarealwaystreasuredandshared1. Listicles andtips2. Templates3. Tools4. Guides5. FAQs
![Page 45: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/45.jpg)
BirdsEye Website
https://www.birdseye.co.uk/recipes
![Page 46: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/46.jpg)
Guide/Report
![Page 47: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/47.jpg)
CheatSheet/Handout
![Page 48: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/48.jpg)
ToolKit/Resources/Templates
![Page 49: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/49.jpg)
#5PublicVisibility
Peoplewillfollowwhattheyseeothersdopublicly(eg takeoffshoeswhenenteringJapaneserestaurant).
http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/
![Page 50: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/50.jpg)
LookAroundYou…
Whatdoyousee?
![Page 51: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/51.jpg)
#6Stories
• Wealllovestories!• Packageyourbrandintoacompellingnarrative
![Page 52: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/52.jpg)
HaveyoumetauntiesliketheseduringCNY?
![Page 53: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/53.jpg)
Greatstoriestriggersharing!
https://apps.npr.org/tshirt/#/title
NPRPlanetMoney’sStoryoftheT-shirt• Focusonyour
subjectsà notyou
• Identifyconflicts• Minimise hardsell• Userealstories
![Page 54: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/54.jpg)
Source:http://digitalrezonance.com/building-brand-stories/
![Page 55: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/55.jpg)
Exercise
Workinyourgroupstocomeoutwith2ideasforyourcontent:
• Eachideatocoveratleast2STEPPS
• Showtheclassyourideaandexplainwhy
10mins
![Page 56: 3) High Impact Content Marketing - Define Objectives and Storyassets.marketing-interactive.com/masterclass/2017H... · Increase engagement by 50% per post Increase virality and shareability](https://reader034.fdocuments.us/reader034/viewer/2022042300/5ecb73eb0746fe023043a14e/html5/thumbnails/56.jpg)