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WELCOME

Feed the Beast:
Creating Content
for Brands
Sunday, March 11, 2012
AGENDA

inspire you to
think differently about

Sunday, March 11, 2012

content
WHY CARE ABOUT RICH CONTENT?

On a typical day in the US, 59% of all adults are online

59% use a search engine

43% use a...
A REALLY BIG BEAST

140 million people

Sunday, March 11, 2012
CONTENT
Sunday, March 11, 2012
CONTENT
Sunday, March 11, 2012
CONTENT

It is what Internet users seek to:
see,
read,
learn about,
experience,
and ultimately share.

Sunday, March 11, 2...
FEED THE BEAST

New Demands
on Brands

Sunday, March 11, 2012
NEW DEMANDS ON BRANDS

What’s changed?

everyone tells the brand’s story

the story can change in a minute

Sunday, March ...
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS

Brands live in the culture,
not in the marketplace.

Sunday, March 11, 2012
NEW DEMANDS ON BRANDS

The culture
demands creativity.
And the currency of creativity
is content
Sunday, March 11, 2012
NEW DEMANDS ON BRANDS

Marketers are the new Medici
They support and sustain the brand with
content creation

Sunday, Marc...
NEW DEMANDS ON BRANDS:
CONTENT MAKES BRANDS

Sunday, March 11, 2012
WHAT IS RICH CONTENT?

Brands demand not only content,
but rich content.

Sunday, March 11, 2012
WHAT IS RICH CONTENT?

multi-layered
robust

abundant

Sunday, March 11, 2012

Productive

Rich

full

vivid

strong

ampl...
A spectrum of content
informs
|

educates
|

convinces
|

tells a
story
|

engages
emotionally
|

sparks
conversation
|
en...
WHY RICH CONTENT

Rich Content

advances your
business goals

Sunday, March 11, 2012

meets the needs of
your audience

re...
WHY RICH CONTENT

A brand with rich content that
establishes clout, enjoys the trust
and respect of its loyal fans and
ear...
RICH CONTENT FOR B2B

Cisco

Sunday, March 11, 2012
CISCO
Sunday, March 11, 2012
THE PAYOFF

Brand advocates
who evangelize:
consumers who
actively promote the
brands, products and
services they love

Su...
EFFECTIVE WEBSITE CONTENT CAN ALSO DRIVE OFFLINE SALES

37%
higher

Did not visit Visited site

Average spend of consumers...
SO RICH CONTENT CAN ALSO ADD VALUE BY:

More efficiently generating word-of-mouth buzz about your brand
Yielding a better ...
HOW DO WE CREATE RICH CONTENT?

A process for rich content

Sunday, March 11, 2012
Sunday, March 11, 2012
Rich content must be planned
content. It requires strategy: a plan
of action specifically and carefully
designed to achiev...
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Feed the Beast: Creating Content for Brands

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A presentation on how creating great content builds brands. Presented by Carla Januska, Creative Director and Jennifer Manion, Content Strategist, Go East

Published in: Marketing, Technology, Business
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Transcript of "Feed the Beast: Creating Content for Brands"

  1. 1. WELCOME Feed the Beast: Creating Content for Brands Sunday, March 11, 2012
  2. 2. AGENDA inspire you to think differently about Sunday, March 11, 2012 content
  3. 3. WHY CARE ABOUT RICH CONTENT? On a typical day in the US, 59% of all adults are online 59% use a search engine 43% use a social network 28% look online for product 28% watch a video 23% do research for their jobs 17% look for information 11% tag online content 10% read someone’s blog 4% post a comment or information before buying on Wikipedia review a product source: http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activities-Daily.aspx Sunday, March 11, 2012
  4. 4. A REALLY BIG BEAST 140 million people Sunday, March 11, 2012
  5. 5. CONTENT Sunday, March 11, 2012
  6. 6. CONTENT Sunday, March 11, 2012
  7. 7. CONTENT It is what Internet users seek to: see, read, learn about, experience, and ultimately share. Sunday, March 11, 2012
  8. 8. FEED THE BEAST New Demands on Brands Sunday, March 11, 2012
  9. 9. NEW DEMANDS ON BRANDS What’s changed? everyone tells the brand’s story the story can change in a minute Sunday, March 11, 2012 multichannel means multi-everything legacy equity may not be a benefit
  10. 10. Sunday, March 11, 2012
  11. 11. NEW DEMANDS ON BRANDS Brands live in the culture, not in the marketplace. Sunday, March 11, 2012
  12. 12. NEW DEMANDS ON BRANDS The culture demands creativity. And the currency of creativity is content Sunday, March 11, 2012
  13. 13. NEW DEMANDS ON BRANDS Marketers are the new Medici They support and sustain the brand with content creation Sunday, March 11, 2012
  14. 14. NEW DEMANDS ON BRANDS: CONTENT MAKES BRANDS Sunday, March 11, 2012
  15. 15. WHAT IS RICH CONTENT? Brands demand not only content, but rich content. Sunday, March 11, 2012
  16. 16. WHAT IS RICH CONTENT? multi-layered robust abundant Sunday, March 11, 2012 Productive Rich full vivid strong ample resonant
  17. 17. A spectrum of content informs | educates | convinces | tells a story | engages emotionally | sparks conversation | engagement content RICH CONTENT functional content | describes Sunday, March 11, 2012 | validates | engages intellectually | raises awareness | entertains | inspires | motivates action
  18. 18. WHY RICH CONTENT Rich Content advances your business goals Sunday, March 11, 2012 meets the needs of your audience reflects your brand builds and maintains your brand’s story
  19. 19. WHY RICH CONTENT A brand with rich content that establishes clout, enjoys the trust and respect of its loyal fans and earns credibility and authority in the marketplace. Sunday, March 11, 2012
  20. 20. RICH CONTENT FOR B2B Cisco Sunday, March 11, 2012
  21. 21. CISCO Sunday, March 11, 2012
  22. 22. THE PAYOFF Brand advocates who evangelize: consumers who actively promote the brands, products and services they love Sunday, March 11, 2012
  23. 23. EFFECTIVE WEBSITE CONTENT CAN ALSO DRIVE OFFLINE SALES 37% higher Did not visit Visited site Average spend of consumers in brick and mortar stores Sunday, March 11, 2012 200% more Non-visitors Web visitors Percentage increased spend of brand website visitors
  24. 24. SO RICH CONTENT CAN ALSO ADD VALUE BY: More efficiently generating word-of-mouth buzz about your brand Yielding a better ROI than traditional media Cultivating customers who are motivated to interact (e.g., to complete a sale) Driving sales through customer reviews Reducing customer service costs Sunday, March 11, 2012
  25. 25. HOW DO WE CREATE RICH CONTENT? A process for rich content Sunday, March 11, 2012
  26. 26. Sunday, March 11, 2012
  27. 27. Rich content must be planned content. It requires strategy: a plan of action specifically and carefully designed to achieve a specific end or goal. Sunday, March 11, 2012
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