The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
41
The Secrets to Making Your Content Marketing Relevant #
-
Upload
social-fresh-conference -
Category
Marketing
-
view
850 -
download
0
Transcript of The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
The Secrets to Making Your Content Marketing
Relevant#
THERE IS NO SUCH THING AS
“GOOD CONTENT” #socialfresh
“CON” + “TEXERE”together + to weave
#socialfresh
Prefer articles to ads
Content is valuable
#socialfresh
67%
companies that provide content want to build a good relationship with me
73%
78%
#socialfresh
But first…
#socialfresh
Identify TheirPOWER
Know YourPEOPLE
Find TheirPLACE
#socialfresh
IDENTIFY THEIR POWER
#socialfresh
What does the brand actually have the authority to speak about?
#socialfresh
#socialfresh
Of people t rust educat ional content
from businesses in their area of
expertise
#socialfresh
PRODUCT & features
ROLE in consumers’ lives
EMOTIONS & thoughts provoked
PRE
FIND THE AREA OF AUTHORITY
#socialfresh
KNOW YOUR PEOPLE
#socialfresh
What is our target audience most interested in, and what do we know about the content they
consume?
#socialfresh
More visual focus
Higher lift in brand affinity
Higher purchase intent
CONTENT VS. STANDARD ADS
#socialfresh
• What questions do they have? Social comments, Customer service hotline/chat, Google autocomplete, Top FAQ pages, etc.
• What do they engage with most? Likes, Shares, Comments, Follows, Email, Engaged time, etc.
• Who do they trust? Sources, Influencers, Publications, etc.
• What are their content preferences? Preferred formats, Time of day, Day of the week, Device used, etc.
TARGET FIRST, AT EVERY STAGE
#socialfresh
FIND THEIR PLACE
#socialfresh
Where would this content fit best?How will people discover the
content?
#socialfresh
CONTENT WITHOUT DISTRIBUTION
#socialfresh
ENDLESS POSSIBILITIES
#socialfresh
DISTRIBUTION AT (YOUR) SCALE
#socialfresh
of local independent news sites sell native
advertising
51%
#socialfresh
#socialfresh
FORMAT#socialfresh
DETERMINESSTORY
PUTTING IT ALL TOGETHER:CASE STUDY
#socialfresh
Streaming TV
Trends
Visually driven tech enthusiasts
Interactive Page
InteractiveScroll
Reported Piece
User Poll
LiveTickerWithClientData
Timeline
Prison Life (OITNB)
Streaming TV
Trends
Visually driven tech enthusiasts
Entertainment/humor seekers
Interactive Page GIF list
List Format
GIFs fromthe show
OITNBSocialFeeds
Playful, irreverent,conversatio
nal tone
Prison Life (OITNB)
Streaming TV
Trends
Visually driven tech enthusiasts
Entertainment/
humor seekers
Interactive Page GIF list
Fact-driven, politically
conscious skeptics
In-depth reporting
Interactivescrolling
page 1500-wordreported piece
(that’s me)Socialshare
buttons
Scrolling animations
Pull-quotesand stats
Three-part mini-
documentary
Audio intervie
ws
Photo Gallery
Infographics
Brandedbanner
Resources
INNOVATION HAPPENS AT THE INTERSECTION.
THAT’S WHERE NEW IDEAS COME FROM.
— Emilie Wapnick #AAN2016
