0
HANNAH SMITH
CONTENT STRATEGIST
throwing sh*t against the wall
& analysing what
sticks
that has
negative connotations
@hannah_bo_banna
I beg to
differ
present an idea &
testthe reaction
@hannah_bo_banna
is the only way to
succeed
@hannah_bo_banna
but I’m jumping ahead…
@hannah_bo_banna
what do I
actually
do?
@hannah_bo_banna
this is my
approach
@hannah_bo_banna
here are some
things
we’ve made
@hannah_bo_banna
http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
http://www.simplybusiness.co.uk/microsites/googleplus-
for-small-businesses/
@hannah_bo_banna
http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
we endeavour to
create content
that…
@hannah_bo_banna
will blow
people’s
minds
for a precious heartbeat or two…
create things that are useful
things that will
blow
their
minds
create things people will
love
that sounds
hard
@hannah_bo_banna
do you really need to
do that?
@hannah_bo_banna
yes
I think you do
@hannah_bo_banna
content marketing is
notnew
@hannah_bo_banna
but
howwe consume
content online
@hannah_bo_banna
has &
will continue to
change
@hannah_bo_banna
we
surface content through
filters…
@hannah_bo_banna
do you actually
see updates
from the companies
you follow?
@hannah_bo_banna
facebook protects us from
unwantedcontent
@hannah_bo_banna
& they’re protecting us
from content
we do
want
@hannah_bo_banna
Mark says you have to
pay to play
but it’s not just
facebook
@hannah_bo_banna
our technology
protects us
from unwanted content too
@hannah_bo_banna
With four months of steady
decline, it’s apparent that tabs
are affecting opens in Gmail.
After the introduction of the
ta...
permissionmay no longer be enough…
@hannah_bo_banna
to bypass the filters
your content must be shared
by lots of people
- not just you
@hannah_bo_banna
people need to love
your marketing
today
I bring you
@hannah_bo_banna
the stumbling blocks &
pitfalls
@hannah_bo_banna
that I’ve encountered
when
creating content
@hannah_bo_banna
& what
I’ve learned
along the way
@hannah_bo_banna
stumbling
blocks
@hannah_bo_banna
can’t we just create
something that shows
why people should buy
our stuff?
~ The Client
@hannah_bo_banna
me:
the sort of content that
drives conversion?
@hannah_bo_banna
yeah, do that
& get people to share it
~ The Client
@hannah_bo_banna
me:
you want me to get you
free advertising?
@hannah_bo_banna
yeah!
~ The Client
@hannah_bo_banna
content should be
goal-driven
@hannah_bo_banna
what you create
depends on what you
want to achieve
@hannah_bo_banna
advertising
isn’t sharedunless it also
entertains / educates
@hannah_bo_banna
content to ‘persuade’
isn’t sharedunless it also
entertains / educates
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
sometimes it
works
@hannah_bo_banna
sometimes it
just ‘appears’ to
@hannah_bo_banna
@hannah_bo_banna
yay!
@hannah_bo_banna
but people see through
this…
@hannah_bo_banna
time to start
buying food
for Christmas!
(says supermarket chain)
@hannah_bo_banna
you’re getting coverage…
@hannah_bo_banna
it’s even hitting your
target audience
@hannah_bo_banna
but
@hannah_bo_banna
self-serving messaging can
alienatethe people you seek to
engage
@hannah_bo_banna
people need to love
your marketing
pitfalls
@hannah_bo_banna
limitedcreative scope
@hannah_bo_banna
that’s off-brand
~ The Client
@hannah_bo_banna
sometimes this is true…
@hannah_bo_banna
but
@hannah_bo_banna
your brand is not
whatyou sell
@hannah_bo_banna
your brand is
howyou sell it
it’s about your
values
@hannah_bo_banna
your content must not
contradict
your brand values
@hannah_bo_banna
but
@hannah_bo_banna
don’t limityour content
@hannah_bo_banna
don’t limityourself
@hannah_bo_banna
your content
doesn’t have to be
*just* about what you sell
@hannah_bo_banna
sell
soft drinks
@hannah_bo_banna
but their content is about
extreme sports
@hannah_bo_banna
@hannah_bo_banna
because that’s what
their target audience
love & share
@hannah_bo_banna
it’s our job to
persuade brands to
think beyond
their products
@hannah_bo_banna
& think about their
audienceinstead
@hannah_bo_banna
http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
http://www.simplybusiness.co.uk/microsites/googleplus-
for-small-businesses/
@hannah_bo_banna
http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
so
@hannah_bo_banna
howdo you figure out what
your audience
love / need / want?
@hannah_bo_banna
what will blow
people’s
minds?
to succeed you’ll need to…
@hannah_bo_banna
research
your audience
@hannah_bo_banna
surveys
& focus groups
@hannah_bo_banna
• what problems do they have?
• what do they love?
• what do they hate?
• what do they share?
• what sites do they read?
•...
research
what sticks
@hannah_bo_banna
study what works
& try to deconstruct why
@hannah_bo_banna
but don’t spend
too much time on this!
@hannah_bo_banna
what works for one company
may not work for you
@hannah_bo_banna
frame your content
appropriately
@hannah_bo_banna
@hannah_bo_bannahttp://www.cordless-phones.uk.com/blog/ligo/news/social-media-
bad-phone.htm
there’s some stuff about
being bad for your phone…
@hannah_bo_banna
@hannah_bo_banna
but there’s also some stuff
about your well-being…
@hannah_bo_banna
@hannah_bo_banna
find your
story
@hannah_bo_banna
@hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals-
las-vegas-most-expensive-for-room-servi...
meh
@hannah_bo_banna
not even
slightly surprising
@hannah_bo_banna
but it got coverage
@hannah_bo_banna
@hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in-
hotel-minibars-around-the-world/
wait!
@hannah_bo_banna
there’s gold buried
in this release
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals-
las-vegas-most-expensive-for-room-servi...
where vodka
is cheaper than water…
@hannah_bo_banna
@hannah_bo_banna
but remember there are
no
guarantees
@hannah_bo_banna
it’s incredibly hard to predict
what will resonate
@hannah_bo_banna
at some point, you have to
@hannah_bo_banna
@hannah_bo_banna
if you don’t
launch anything
you can’t learn anything
@hannah_bo_banna
throwshit against the wall,
& analyse what sticks
@hannah_bo_banna
5 tips
to help you succeed
@hannah_bo_banna
@hannah_bo_banna
pick your
battles
@hannah_bo_banna
if there’s no appetite for
content to
entertain / educate
@hannah_bo_banna
focus on content to
persuade or convert first
@hannah_bo_banna
@hannah_bo_banna
recognise
the pitfalls & stumbling
blocks
@hannah_bo_banna
don’t just power on through
@hannah_bo_banna
you risk wasting
time & effort
on something which might
never be launched
@hannah_bo_banna
acknowledge
& address issues
@hannah_bo_banna
be prepared to start over
if you have to
@hannah_bo_banna
@hannah_bo_banna
make your content
go further
@hannah_bo_banna
make sure your content
works across all
browsers & devices
@hannah_bo_banna
make sure your
social share buttons
work
@hannah_bo_banna
make your headline &
social share copy
‘clicky’
@hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-i...
create images for
social sharing
@hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-somet...
place retargeting pixels
on all of your content
@hannah_bo_banna
retarget these audiences
with more content
@hannah_bo_banna
test paid promotion
@hannah_bo_banna
@hannah_bo_banna
be
honest
@hannah_bo_banna
talk openly about the risks &
why it’s important to try
anyway
@hannah_bo_banna
manage expectations
@hannah_bo_banna
agree what
‘success’looks like before you launch
@hannah_bo_banna
@hannah_bo_banna
learn from
failure
@hannah_bo_banna
deconstruct
what did and did not work
@hannah_bo_banna
shareyour learning
with everyone
@hannah_bo_banna
and keep
going
@hannah_bo_banna
howwe consume
content online
@hannah_bo_banna
has &
will continue to
change
@hannah_bo_banna
permissionmay no longer be enough…
@hannah_bo_banna
people need to love
your marketing
hannah.smith@distilled.net
@hannah_bo_banna
Caffeine Addict
Moz Associate
Writes on State of Digital, Medium & SEO Chicks
...
Image Credits
• I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/
• Blow their minds -...
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
On the Edge Digital - Throwing Shit Against the Wall - Redux
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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.

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

Published in: Marketing, Technology, Business
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Transcript of "On the Edge Digital - Throwing Shit Against the Wall - Redux"

  1. 1. HANNAH SMITH CONTENT STRATEGIST throwing sh*t against the wall & analysing what sticks
  2. 2. that has negative connotations @hannah_bo_banna
  3. 3. I beg to differ
  4. 4. present an idea & testthe reaction @hannah_bo_banna
  5. 5. is the only way to succeed @hannah_bo_banna
  6. 6. but I’m jumping ahead… @hannah_bo_banna
  7. 7. what do I actually do? @hannah_bo_banna
  8. 8. this is my approach @hannah_bo_banna
  9. 9. here are some things we’ve made @hannah_bo_banna
  10. 10. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  11. 11. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
  12. 12. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  13. 13. we endeavour to create content that… @hannah_bo_banna
  14. 14. will blow people’s minds
  15. 15. for a precious heartbeat or two…
  16. 16. create things that are useful
  17. 17. things that will blow their minds
  18. 18. create things people will love
  19. 19. that sounds hard @hannah_bo_banna
  20. 20. do you really need to do that? @hannah_bo_banna
  21. 21. yes I think you do @hannah_bo_banna
  22. 22. content marketing is notnew @hannah_bo_banna
  23. 23. but howwe consume content online @hannah_bo_banna
  24. 24. has & will continue to change @hannah_bo_banna
  25. 25. we surface content through filters… @hannah_bo_banna
  26. 26. do you actually see updates from the companies you follow? @hannah_bo_banna
  27. 27. facebook protects us from unwantedcontent @hannah_bo_banna
  28. 28. & they’re protecting us from content we do want @hannah_bo_banna
  29. 29. Mark says you have to pay to play
  30. 30. but it’s not just facebook @hannah_bo_banna
  31. 31. our technology protects us from unwanted content too @hannah_bo_banna
  32. 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. 33. permissionmay no longer be enough… @hannah_bo_banna
  34. 34. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
  35. 35. people need to love your marketing
  36. 36. today I bring you @hannah_bo_banna
  37. 37. the stumbling blocks & pitfalls @hannah_bo_banna
  38. 38. that I’ve encountered when creating content @hannah_bo_banna
  39. 39. & what I’ve learned along the way @hannah_bo_banna
  40. 40. stumbling blocks @hannah_bo_banna
  41. 41. can’t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
  42. 42. me: the sort of content that drives conversion? @hannah_bo_banna
  43. 43. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
  44. 44. me: you want me to get you free advertising? @hannah_bo_banna
  45. 45. yeah! ~ The Client @hannah_bo_banna
  46. 46. content should be goal-driven @hannah_bo_banna
  47. 47. what you create depends on what you want to achieve @hannah_bo_banna
  48. 48. advertising isn’t sharedunless it also entertains / educates @hannah_bo_banna
  49. 49. content to ‘persuade’ isn’t sharedunless it also entertains / educates @hannah_bo_banna
  50. 50. @hannah_bo_banna
  51. 51. @hannah_bo_banna
  52. 52. sometimes it works @hannah_bo_banna
  53. 53. sometimes it just ‘appears’ to @hannah_bo_banna
  54. 54. @hannah_bo_banna
  55. 55. yay! @hannah_bo_banna
  56. 56. but people see through this… @hannah_bo_banna
  57. 57. time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
  58. 58. you’re getting coverage… @hannah_bo_banna
  59. 59. it’s even hitting your target audience @hannah_bo_banna
  60. 60. but @hannah_bo_banna
  61. 61. self-serving messaging can alienatethe people you seek to engage @hannah_bo_banna
  62. 62. people need to love your marketing
  63. 63. pitfalls @hannah_bo_banna
  64. 64. limitedcreative scope @hannah_bo_banna
  65. 65. that’s off-brand ~ The Client @hannah_bo_banna
  66. 66. sometimes this is true… @hannah_bo_banna
  67. 67. but @hannah_bo_banna
  68. 68. your brand is not whatyou sell @hannah_bo_banna
  69. 69. your brand is howyou sell it
  70. 70. it’s about your values @hannah_bo_banna
  71. 71. your content must not contradict your brand values @hannah_bo_banna
  72. 72. but @hannah_bo_banna
  73. 73. don’t limityour content @hannah_bo_banna
  74. 74. don’t limityourself @hannah_bo_banna
  75. 75. your content doesn’t have to be *just* about what you sell @hannah_bo_banna
  76. 76. sell soft drinks @hannah_bo_banna
  77. 77. but their content is about extreme sports @hannah_bo_banna
  78. 78. @hannah_bo_banna
  79. 79. because that’s what their target audience love & share @hannah_bo_banna
  80. 80. it’s our job to persuade brands to think beyond their products @hannah_bo_banna
  81. 81. & think about their audienceinstead @hannah_bo_banna
  82. 82. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
  83. 83. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
  84. 84. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
  85. 85. so @hannah_bo_banna
  86. 86. howdo you figure out what your audience love / need / want? @hannah_bo_banna
  87. 87. what will blow people’s minds?
  88. 88. to succeed you’ll need to… @hannah_bo_banna
  89. 89. research your audience @hannah_bo_banna
  90. 90. surveys & focus groups @hannah_bo_banna
  91. 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. 92. research what sticks @hannah_bo_banna
  93. 93. study what works & try to deconstruct why @hannah_bo_banna
  94. 94. but don’t spend too much time on this! @hannah_bo_banna
  95. 95. what works for one company may not work for you @hannah_bo_banna
  96. 96. frame your content appropriately @hannah_bo_banna
  97. 97. @hannah_bo_bannahttp://www.cordless-phones.uk.com/blog/ligo/news/social-media- bad-phone.htm
  98. 98. there’s some stuff about being bad for your phone… @hannah_bo_banna
  99. 99. @hannah_bo_banna
  100. 100. but there’s also some stuff about your well-being… @hannah_bo_banna
  101. 101. @hannah_bo_banna
  102. 102. find your story @hannah_bo_banna
  103. 103. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
  104. 104. meh @hannah_bo_banna
  105. 105. not even slightly surprising @hannah_bo_banna
  106. 106. but it got coverage @hannah_bo_banna
  107. 107. @hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in- hotel-minibars-around-the-world/
  108. 108. wait! @hannah_bo_banna
  109. 109. there’s gold buried in this release @hannah_bo_banna
  110. 110. @hannah_bo_banna
  111. 111. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
  112. 112. where vodka is cheaper than water… @hannah_bo_banna
  113. 113. @hannah_bo_banna
  114. 114. but remember there are no guarantees @hannah_bo_banna
  115. 115. it’s incredibly hard to predict what will resonate @hannah_bo_banna
  116. 116. at some point, you have to @hannah_bo_banna
  117. 117. @hannah_bo_banna
  118. 118. if you don’t launch anything you can’t learn anything @hannah_bo_banna
  119. 119. throwshit against the wall, & analyse what sticks @hannah_bo_banna
  120. 120. 5 tips to help you succeed @hannah_bo_banna
  121. 121. @hannah_bo_banna
  122. 122. pick your battles @hannah_bo_banna
  123. 123. if there’s no appetite for content to entertain / educate @hannah_bo_banna
  124. 124. focus on content to persuade or convert first @hannah_bo_banna
  125. 125. @hannah_bo_banna
  126. 126. recognise the pitfalls & stumbling blocks @hannah_bo_banna
  127. 127. don’t just power on through @hannah_bo_banna
  128. 128. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
  129. 129. acknowledge & address issues @hannah_bo_banna
  130. 130. be prepared to start over if you have to @hannah_bo_banna
  131. 131. @hannah_bo_banna
  132. 132. make your content go further @hannah_bo_banna
  133. 133. make sure your content works across all browsers & devices @hannah_bo_banna
  134. 134. make sure your social share buttons work @hannah_bo_banna
  135. 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. 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. 137. place retargeting pixels on all of your content @hannah_bo_banna
  138. 138. retarget these audiences with more content @hannah_bo_banna
  139. 139. test paid promotion @hannah_bo_banna
  140. 140. @hannah_bo_banna
  141. 141. be honest @hannah_bo_banna
  142. 142. talk openly about the risks & why it’s important to try anyway @hannah_bo_banna
  143. 143. manage expectations @hannah_bo_banna
  144. 144. agree what ‘success’looks like before you launch @hannah_bo_banna
  145. 145. @hannah_bo_banna
  146. 146. learn from failure @hannah_bo_banna
  147. 147. deconstruct what did and did not work @hannah_bo_banna
  148. 148. shareyour learning with everyone @hannah_bo_banna
  149. 149. and keep going @hannah_bo_banna
  150. 150. howwe consume content online @hannah_bo_banna
  151. 151. has & will continue to change @hannah_bo_banna
  152. 152. permissionmay no longer be enough… @hannah_bo_banna
  153. 153. people need to love your marketing
  154. 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. 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
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