Ever wonder if your content resonates with your audience? Social engagement can provide positive reinforcement, but how do you know if your content truly has impact? Sarah will discuss what defines “good” content, provide industry-relevant examples and showcase the top 10 principles every writer needs to know. This session will provide clear takeaways to improve your social, PR and SEO content.

1. HANSON DODGE CREATIVE
Making the world more active.™

2. @sarahvanelzen
#PRSMContent

3. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
What is content?
3

4. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
4
Campaigns.
TV spots.
Online ads.
Press releases.
Videos.
Tweets.
Articles.
White Papers. Slides.
Facebook posts.
Blogs.
Social ads.
Webinars.
eBooks.
What is content?

5. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
20% of all
time spent
online is
devoted to
reading content.
5
Source: Content Marketing Institute

6. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
What is good content?
6

7. @sarahvanelzen
#PRSMContent

8. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
8

9. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
9
Educational, provides
facts or details
Principles of Good Content
#1 Informative

10. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10
@sarahvanelzen
#PRSMContent
#1 Informative

11. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
47% of all social
posts contain
content-
sharing links
11
Source: MarketingProfs
#1 Informative

12. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12
@sarahvanelzen
#PRSMContent
#1 Informative

13. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.13
@sarahvanelzen
#PRSMContent
#1 Informative

14. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
14

15. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
15
Inspirational, joyful,
heartwarming
Principles of Good Content
#2 Emotional

16. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16
@sarahvanelzen
#PRSMContent
#2 Emotional

17. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
Only 4% of women around the
world consider themselves beautiful.
Dove is committed to building
positive self-esteem and
inspiring women.
17
#2 Emotional

18. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.18
@sarahvanelzen
#PRSMContent
#2 Emotional

19. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19
@sarahvanelzen
#PRSMContent
#2 Emotional

20. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
20

21. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
21
Honest and open, easy
to understand
Principles of Good Content
#3 Transparent

22. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22
@sarahvanelzen
#PRSMContent
#3 Transparent

23. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23
@sarahvanelzen
#PRSMContent
#3 Transparent

24. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.24
@sarahvanelzen
#PRSMContent
#3 Transparent

25. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.25
Results
Over 20,000 questions answered
More than 2 million visits to the site
Visitors spend 4:30 minutes (avg.) on the site
Visitors read ~12 questions per visit
@sarahvanelzen
#PRSMContent
Principles of Good Content
#3 Transparent

26. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26
@sarahvanelzen
#PRSMContent
#3 Transparent

27. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
27

28. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
28
Designed for a practical
purpose, solves
problems, productive
Principles of Good Content
#4 Useful

29. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29
@sarahvanelzen
#PRSMContent
#4 Useful

30. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30
@sarahvanelzen
#PRSMContent
#4 Useful

31. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.31
@sarahvanelzen
#PRSMContent
#4 Useful

32. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.32
@sarahvanelzen
#PRSMContent
#4 Useful

33. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33
@sarahvanelzen
#PRSMContent
#4 Useful

34. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34
@sarahvanelzen
#PRSMContent
#4 Useful

35. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
35

36. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
36
Causes laughter,
happiness, enjoyment
Principles of Good Content
#5 Amusing

37. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37
@sarahvanelzen
#PRSMContent
#5 Amusing

38. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.38
@sarahvanelzen
#PRSMContent
#5 Amusing

39. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
50% of people
talk with
friends after
watching a video
39
Source: Google Think

40. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40
@sarahvanelzen
#PRSMContent
#5 Amusing

41. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
41

42. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
42
Leads to a business
deal, conversion or sale
Principles of Good Content
#6 Transactional

43. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43
@sarahvanelzen
#PRSMContent#6 Transactional

44. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
Posts with photos
attract 120% more
engagement than
the average post
44
Source: Wishpond

45. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
45

46. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
46
Searchable, targeted,
result provides
expected outcome
Principles of Good Content
#7 Optimized

47. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.47
@sarahvanelzen
#PRSMContent
#7 Optimized

48. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.48
@sarahvanelzen
#PRSMContent

49. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
49
@sarahvanelzen
#PRSMContent

50. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
50
Relates to the audience,
specific, personal
Principles of Good Content
#8 Relevant

51. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.51
@sarahvanelzen
#PRSMContent
#8 Relevant

52. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52
@sarahvanelzen
#PRSMContent
#8 Relevant

53. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53
@sarahvanelzen
#PRSMContent
#8 Relevant

54. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
Social posts with
less than 80
characters get
66% more
engagement
54
Source: Track Social

55. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.55
@sarahvanelzen
#PRSMContent
#8 Relevant

56. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56
Results
250+ total stories
53 million+ media impressions
200+ TV mentions
At least two TV crews covered the event each day
Opening Day: 4 TV crews, 2 news choppers, print feature
1,664,614 Facebook impressions gained during the event
1,260,986 Twitter impressions gained during the event
@sarahvanelzen
#PRSMContent
Principles of Good Content
#8 Relevant

57. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57
@sarahvanelzen
#PRSMContent
#8 Relevant

58. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.58
@sarahvanelzen
#PRSMContent
#8 Relevant

59. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
59

60. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
60
Smart, clever and able
to move quickly
Principles of Good Content
#9 Agile

61. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61
@sarahvanelzen
#PRSMContent
#9 Agile

62. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62
@sarahvanelzen
#PRSMContent
#9 Agile

63. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63
@sarahvanelzen
#PRSMContent
#9 Agile

64. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
64

65. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
#PRSMContent
65
Upholds brand position,
values and voice
Principles of Good Content
#10 Brand-driven

66. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66
@sarahvanelzen
#PRSMContent
#10 Brand-driven

67. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67
@sarahvanelzen
#PRSMContent
#10 Brand-driven

68. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68
@sarahvanelzen
#PRSMContent
#10 Brand-driven

69. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69
@sarahvanelzen
#PRSMContent
#10 Brand-driven

70. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.70
@sarahvanelzen
#PRSMContent
#10 Brand-driven

71. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.71
@sarahvanelzen
#PRSMContent
#10 Brand-driven

72. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72
@sarahvanelzen
#PRSMContent
#10 Brand-driven

73. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73
@sarahvanelzen
#PRSMContent
#10 Brand-driven

74. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74
@sarahvanelzen
#PRSMContent
#10 Brand-driven

75. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75
Results
Grew community from 66,042 to 137,756
100% growth from year to year
56,412 sweepstakes entries
20,000 email opt-ins
Raised $13,000 for community partner (Bucket Brigade)
and developed ongoing philanthropic relationship with
ACGA
Record e-commerce and shelf sales
@sarahvanelzen
#PRSMContent
Principles of Good Content
#10 Brand-driven

76. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76
@sarahvanelzen
#PRSMContent
Want a copy of the poster?
Drop a business card, tweet me
@sarahvanelzen or email
svanelzen@hansondodge.com

77. HANSON DODGE CREATIVE
Making the world more active.™