How To Create Sexy Content In a Seemingly Unsexy Industry

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Work in a "boring" industry and think your content is doomed to never see the coverage and "viral appeal" of brands like J.Crew and Red Bull? Think again. Adria Saracino of Distilled will show you how to create exciting and effective content even if your company isn't selling apparel and beverages with a cult consumer following.

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  • Talk about how I <3 magazines – this is sexy – fashion, fitness, food, travel…. But VK our data scientist does not find this kind of content interesting.
  • He’s into stats.
  • You just need to find out who and what they specifically find sexy – so step 1…define sexy at a fundamental level
  • This is us, the brand.
  • And we want to get in front of customers.
  • But our customers don’t want to be yelled at with advertisements, and they aren’t always ready to buy.
  • Case in point. Tires. The majority of people don’t give a hoot about tires unless they need them.
  • So what does this brand do?
  • Spend a ton of money on ads? Sure, they will likely do this. But that is banking on 2 things – 1) hoping the ad is relevant to someone when they are ready to buy and 2) hoping those that aren’t ready to buy will remember the brand when they ARE ready to buy.
  • That’s a lot of gambling.
  • And still doesn’t answer how to get in front of your customers before they’re ready to buy in a more measurable way.
  • So what’s a brand to do?
  • Especially when we see more sexy brands killing it with content that their audiences are sharing.
  • And seeing content on our FB feeds like this that gets a ton of shares (including our own)…
  • … and this….
  • … and this….
  • Do we try to associate our brands with cats, zombies and death monsters like these other brands?
  • Remember VK who likes statistics and data?
  • He also likes cats.
  • But he doesn’t want a research and statistics talking about cats. Why? ….
  • Because it’s not credible.
  • In my SL presentation I outlined the typical metrics you’re looking to achieve for each stage of the purchasing cycle. That sweet spot of what your brand is credible to talk about and what your audience likes to share is typically in this consume stage. You need to identify not only the metrics you want to achieve but the message.
  • Remember that tire company?
  • We analyzed market research that include surveys, interviews, ethnographic studies, competitive research to find that….
  • Awesome.
  • But then we started to think about what’s related to tires.
  • …. And
  • And we’re all guilty of singing in the car.
  • And we found out this tire brand’s audience really liked rap music.
  • So all these interests started to come together.
  • There’s been a ton studies that show there are only 4 real types of emotions in which all other emotions stem from.
  • And that content that provokes positive ones tend to earn the most shares.
  • I’m going to stop right here – because this is where the goals and audience interests and behaviors collide to start defining the angle of creative content.
  • How can we relate tires to hip hop music while triggering an emotion?
  • RIMS.
  • Found this goodie on business week.
  • And this goodie.
  • Since this client’s brand value’s relate back to a strong focus on engineering and scientific excellence, we started asking questions that would allow us to take a data driven approach to this question.
  • I’m going to stop right here – because this is where the goals and audience interests and behaviors collide to start defining the angle of creative content.
  • Think about what’s related to your core product or service.
  • And identify an emotion
  • Oh and remember the cats?
  • … and this….
  • … and this….
  • How To Create Sexy Content In a Seemingly Unsexy Industry

    1. 1. brought to you by… 03/12/2014 Sexy Content In a Seemingly Unsexy Industry Adria Saracino
    2. 2. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Sexy is in the eye of the beholder.
    3. 3. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled You’re in business because someone finds you sexy.
    4. 4. Step 1: Define “Sexy”
    5. 5. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand  
    6. 6. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   Customer Customer Customer
    7. 7. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   Customer Customer Customer
    8. 8. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand  
    9. 9. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   TV ads Print ads Display ads
    10. 10. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   TV ads Print ads Display ads $ $ $
    11. 11. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Discover Trigger Search Buy Stay Not ready Ready ?
    12. 12. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand  
    13. 13. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand  
    14. 14. Source
    15. 15. Source
    16. 16. Source
    17. 17. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   Cats? Zombies? Death monsters?
    18. 18. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Sexy is in the eye of the beholder.
    19. 19. Source
    20. 20. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Brand   Market  
    21. 21. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled What you can credibly talk about What your audience shares Ding, Ding, Ding!
    22. 22. Moving on to… Step 2: Analyze that sweet spot
    23. 23. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Starts with your brand’s goals.
    24. 24. Source
    25. 25. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Then understand your audience’s interests.
    26. 26. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled 56% of the market doesn’t research tires.
    27. 27. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Most purchasers buy within 72 hours.
    28. 28. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Only 12% give a crap about tires.
    29. 29. DERP
    30. 30. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Tires Driving Music
    31. 31. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled 95% of Americans own cars.(source)
    32. 32. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Lastly, determine what triggers shares.
    33. 33. Source Happy Sad Anger Fear
    34. 34. Source Happy Sad Anger Fear
    35. 35. Moving on to… Step 3: Start thinking
    36. 36. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Tires + driving + rap music = ?
    37. 37. Source 103 placements 24K shares
    38. 38. Source 199 placements 92K shares
    39. 39. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Which Rap Artists Are Making Their Career From Rapping About Rims?
    40. 40. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Tires + engineering Driving + music AN ON-BRAND EXPLORATION OF RIMS
    41. 41. So how do you make sexy content in an unsexy industry?
    42. 42. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Sexy is in the eye of the beholder.
    43. 43. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled What you can credibly talk about What your audience shares FIND THE INTERSECTION
    44. 44. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Do this by identifying goals & audience interests.
    45. 45. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled Core Product Related Topic Related Topic
    46. 46. Source Happy Sad Anger Fear
    47. 47. Source Three(a UK mobile provider)
    48. 48. Source Cable TV (a US cable affiliate)
    49. 49. Source MTS (a Australian metro service)
    50. 50. Thank You #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

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