On the Edge Digital - Throwing Shit Against the Wall - Redux

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This is an updated version of the deck I originally presented at the Content Marketing Show in November. …

This is an updated version of the deck I originally presented at the Content Marketing Show in November.

Here I explore why content designed to be shareable is important and some lessons we've learned when creating and promoting it.

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  • 1. HANNAH SMITH CONTENT STRATEGIST throwing sh*t against the wall & analysing what sticks
  • 2. that has negative connotations @hannah_bo_banna
  • 3. I beg to differ
  • 4. present an idea & testthe reaction @hannah_bo_banna
  • 5. is the only way to succeed @hannah_bo_banna
  • 6. but I’m jumping ahead… @hannah_bo_banna
  • 7. what do I actually do? @hannah_bo_banna
  • 8. this is my approach @hannah_bo_banna
  • 9. here are some things we’ve made @hannah_bo_banna
  • 10. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  • 11. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
  • 12. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  • 13. we endeavour to create content that… @hannah_bo_banna
  • 14. will blow people’s minds
  • 15. for a precious heartbeat or two…
  • 16. create things that are useful
  • 17. things that will blow their minds
  • 18. create things people will love
  • 19. that sounds hard @hannah_bo_banna
  • 20. do you really need to do that? @hannah_bo_banna
  • 21. yes I think you do @hannah_bo_banna
  • 22. content marketing is notnew @hannah_bo_banna
  • 23. but howwe consume content online @hannah_bo_banna
  • 24. has & will continue to change @hannah_bo_banna
  • 25. we surface content through filters… @hannah_bo_banna
  • 26. do you actually see updates from the companies you follow? @hannah_bo_banna
  • 27. facebook protects us from unwantedcontent @hannah_bo_banna
  • 28. & they’re protecting us from content we do want @hannah_bo_banna
  • 29. Mark says you have to pay to play
  • 30. but it’s not just facebook @hannah_bo_banna
  • 31. our technology protects us from unwanted content too @hannah_bo_banna
  • 32. With four months of steady decline, it’s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus @hannah_bo_bannahttps://litmus.com/blog/48-of-emails-are-opened-on- mobile-gmail-opens-down-20-since-tabs
  • 33. permissionmay no longer be enough… @hannah_bo_banna
  • 34. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
  • 35. people need to love your marketing
  • 36. today I bring you @hannah_bo_banna
  • 37. the stumbling blocks & pitfalls @hannah_bo_banna
  • 38. that I’ve encountered when creating content @hannah_bo_banna
  • 39. & what I’ve learned along the way @hannah_bo_banna
  • 40. stumbling blocks @hannah_bo_banna
  • 41. can’t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
  • 42. me: the sort of content that drives conversion? @hannah_bo_banna
  • 43. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
  • 44. me: you want me to get you free advertising? @hannah_bo_banna
  • 45. yeah! ~ The Client @hannah_bo_banna
  • 46. content should be goal-driven @hannah_bo_banna
  • 47. what you create depends on what you want to achieve @hannah_bo_banna
  • 48. advertising isn’t sharedunless it also entertains / educates @hannah_bo_banna
  • 49. content to ‘persuade’ isn’t sharedunless it also entertains / educates @hannah_bo_banna
  • 50. @hannah_bo_banna
  • 51. @hannah_bo_banna
  • 52. sometimes it works @hannah_bo_banna
  • 53. sometimes it just ‘appears’ to @hannah_bo_banna
  • 54. @hannah_bo_banna
  • 55. yay! @hannah_bo_banna
  • 56. but people see through this… @hannah_bo_banna
  • 57. time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
  • 58. you’re getting coverage… @hannah_bo_banna
  • 59. it’s even hitting your target audience @hannah_bo_banna
  • 60. but @hannah_bo_banna
  • 61. self-serving messaging can alienatethe people you seek to engage @hannah_bo_banna
  • 62. people need to love your marketing
  • 63. pitfalls @hannah_bo_banna
  • 64. limitedcreative scope @hannah_bo_banna
  • 65. that’s off-brand ~ The Client @hannah_bo_banna
  • 66. sometimes this is true… @hannah_bo_banna
  • 67. but @hannah_bo_banna
  • 68. your brand is not whatyou sell @hannah_bo_banna
  • 69. your brand is howyou sell it
  • 70. it’s about your values @hannah_bo_banna
  • 71. your content must not contradict your brand values @hannah_bo_banna
  • 72. but @hannah_bo_banna
  • 73. don’t limityour content @hannah_bo_banna
  • 74. don’t limityourself @hannah_bo_banna
  • 75. your content doesn’t have to be *just* about what you sell @hannah_bo_banna
  • 76. sell soft drinks @hannah_bo_banna
  • 77. but their content is about extreme sports @hannah_bo_banna
  • 78. @hannah_bo_banna
  • 79. because that’s what their target audience love & share @hannah_bo_banna
  • 80. it’s our job to persuade brands to think beyond their products @hannah_bo_banna
  • 81. & think about their audienceinstead @hannah_bo_banna
  • 82. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  • 83. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
  • 84. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  • 85. so @hannah_bo_banna
  • 86. howdo you figure out what your audience love / need / want? @hannah_bo_banna
  • 87. what will blow people’s minds?
  • 88. to succeed you’ll need to… @hannah_bo_banna
  • 89. research your audience @hannah_bo_banna
  • 90. surveys & focus groups @hannah_bo_banna
  • 91. • what problems do they have? • what do they love? • what do they hate? • what do they share? • what sites do they read? • how do they spend time online? • what about offline? @hannah_bo_banna
  • 92. research what sticks @hannah_bo_banna
  • 93. study what works & try to deconstruct why @hannah_bo_banna
  • 94. but don’t spend too much time on this! @hannah_bo_banna
  • 95. what works for one company may not work for you @hannah_bo_banna
  • 96. frame your content appropriately @hannah_bo_banna
  • 97. @hannah_bo_bannahttp://www.cordless-phones.uk.com/blog/ligo/news/social-media- bad-phone.htm
  • 98. there’s some stuff about being bad for your phone… @hannah_bo_banna
  • 99. @hannah_bo_banna
  • 100. but there’s also some stuff about your well-being… @hannah_bo_banna
  • 101. @hannah_bo_banna
  • 102. find your story @hannah_bo_banna
  • 103. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
  • 104. meh @hannah_bo_banna
  • 105. not even slightly surprising @hannah_bo_banna
  • 106. but it got coverage @hannah_bo_banna
  • 107. @hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in- hotel-minibars-around-the-world/
  • 108. wait! @hannah_bo_banna
  • 109. there’s gold buried in this release @hannah_bo_banna
  • 110. @hannah_bo_banna
  • 111. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
  • 112. where vodka is cheaper than water… @hannah_bo_banna
  • 113. @hannah_bo_banna
  • 114. but remember there are no guarantees @hannah_bo_banna
  • 115. it’s incredibly hard to predict what will resonate @hannah_bo_banna
  • 116. at some point, you have to @hannah_bo_banna
  • 117. @hannah_bo_banna
  • 118. if you don’t launch anything you can’t learn anything @hannah_bo_banna
  • 119. throwshit against the wall, & analyse what sticks @hannah_bo_banna
  • 120. 5 tips to help you succeed @hannah_bo_banna
  • 121. @hannah_bo_banna
  • 122. pick your battles @hannah_bo_banna
  • 123. if there’s no appetite for content to entertain / educate @hannah_bo_banna
  • 124. focus on content to persuade or convert first @hannah_bo_banna
  • 125. @hannah_bo_banna
  • 126. recognise the pitfalls & stumbling blocks @hannah_bo_banna
  • 127. don’t just power on through @hannah_bo_banna
  • 128. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
  • 129. acknowledge & address issues @hannah_bo_banna
  • 130. be prepared to start over if you have to @hannah_bo_banna
  • 131. @hannah_bo_banna
  • 132. make your content go further @hannah_bo_banna
  • 133. make sure your content works across all browsers & devices @hannah_bo_banna
  • 134. make sure your social share buttons work @hannah_bo_banna
  • 135. make your headline & social share copy ‘clicky’ @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
  • 136. create images for social sharing @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
  • 137. place retargeting pixels on all of your content @hannah_bo_banna
  • 138. retarget these audiences with more content @hannah_bo_banna
  • 139. test paid promotion @hannah_bo_banna
  • 140. @hannah_bo_banna
  • 141. be honest @hannah_bo_banna
  • 142. talk openly about the risks & why it’s important to try anyway @hannah_bo_banna
  • 143. manage expectations @hannah_bo_banna
  • 144. agree what ‘success’looks like before you launch @hannah_bo_banna
  • 145. @hannah_bo_banna
  • 146. learn from failure @hannah_bo_banna
  • 147. deconstruct what did and did not work @hannah_bo_banna
  • 148. shareyour learning with everyone @hannah_bo_banna
  • 149. and keep going @hannah_bo_banna
  • 150. howwe consume content online @hannah_bo_banna
  • 151. has & will continue to change @hannah_bo_banna
  • 152. permissionmay no longer be enough… @hannah_bo_banna
  • 153. people need to love your marketing
  • 154. hannah.smith@distilled.net @hannah_bo_banna Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks HANNAH SMITH Content Strategist
  • 155. Image Credits • I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ • Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf • Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ • Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ • And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ • Love - http://realtruelove.wordpress.com/2013/02/14/love/ • Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ • Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ • Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ • Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ • Launch - http://www.palantir.net/blog/its-launch-time • 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ • 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ • 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ • 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ • 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna