Feed the Beast: Creating Content for Brands
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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

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

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  • 1. WELCOME Feed the Beast: Creating Content for Brands Sunday, March 11, 2012
  • 2. AGENDA inspire you to think differently about Sunday, March 11, 2012 content
  • 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. A REALLY BIG BEAST 140 million people Sunday, March 11, 2012
  • 5. CONTENT Sunday, March 11, 2012
  • 6. CONTENT Sunday, March 11, 2012
  • 7. CONTENT It is what Internet users seek to: see, read, learn about, experience, and ultimately share. Sunday, March 11, 2012
  • 8. FEED THE BEAST New Demands on Brands Sunday, March 11, 2012
  • 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. Sunday, March 11, 2012
  • 11. NEW DEMANDS ON BRANDS Brands live in the culture, not in the marketplace. Sunday, March 11, 2012
  • 12. NEW DEMANDS ON BRANDS The culture demands creativity. And the currency of creativity is content Sunday, March 11, 2012
  • 13. NEW DEMANDS ON BRANDS Marketers are the new Medici They support and sustain the brand with content creation Sunday, March 11, 2012
  • 14. NEW DEMANDS ON BRANDS: CONTENT MAKES BRANDS Sunday, March 11, 2012
  • 15. WHAT IS RICH CONTENT? Brands demand not only content, but rich content. Sunday, March 11, 2012
  • 16. WHAT IS RICH CONTENT? multi-layered robust abundant Sunday, March 11, 2012 Productive Rich full vivid strong ample resonant
  • 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. 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. 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. RICH CONTENT FOR B2B Cisco Sunday, March 11, 2012
  • 21. CISCO Sunday, March 11, 2012
  • 22. THE PAYOFF Brand advocates who evangelize: consumers who actively promote the brands, products and services they love Sunday, March 11, 2012
  • 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. 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. HOW DO WE CREATE RICH CONTENT? A process for rich content Sunday, March 11, 2012
  • 26. Sunday, March 11, 2012
  • 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