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Beyond slogans - Creating Emotionally Relevant Content
 

Beyond slogans - Creating Emotionally Relevant Content

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The days of interruption marketing and the 30 second spot are dying. Consumers expect more fulfilling experiences, and for brands, this means emotionally rich stories and content that extend past ...

The days of interruption marketing and the 30 second spot are dying. Consumers expect more fulfilling experiences, and for brands, this means emotionally rich stories and content that extend past slogans. Learn why brands like Heineken and Chipotle are investing big in content and how you can create emotional connections too.

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  • ROI takes a back-seat to perceived cleverness
  • The best – most successful campaigns aren’t campaigns at all – they’re culture shifts for brandsA long-term way of doing businessNot just financial investments, but emotional and social ones as well
  • 82% of consumers researched their purchase onlineOnly 1% considered Facebook a useful tool for product research
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • People are searching for connectionsPeople are looking for depth and breadth – trust, value, informationMore information, searching for connections (emotional, social) - Points of mutual interest
  • Consumer’s opinions are being shaped by stories and information (research)PR are they gatekeepers to a brand’s backstoryWe’re natural story tellers and are positioned perfectly to lead this charge
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • Hub and spoke how many people were burned by Facebook’s algorithm? Keep things diverse because your entire audience isn’t just on Facebook or Instagram or Twitter - different people want different things
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work
  • Help people – they’re searching for answers and information – give them what they’re looking forExperiment, have fun, stop being confined by constantly selling, turn off your marketing brand, and turn on your human brain - give people what they’re looking for - information, interesting content, fun, play around with what worksamplify the things that do
  • (how?) Birchbox - make up AND pop-culture contentWe conduct deep blueprinting sessions and rigorous research to ensure we know the audience and create things they wantWe also test, tweak and adapt so that we’re not spending time on things that don’t work

Beyond slogans - Creating Emotionally Relevant Content Beyond slogans - Creating Emotionally Relevant Content Presentation Transcript

  • CREATINGEMOTIONALLY RELEVANTCONTENT @garyedgar
  • The original promise of social media… Conversations Dialogue Interactions
  • Instead weget stuff like this 
  • People are looking for answers, informatio n and help.
  • of people are using the web to research products 90%
  • Is this what you want them find?
  • Loyalty?
  • We are the gatekeepers to the brand’s story
  • • Heineken - Dropped
  • 30videos 35million+views Across208countries Longervideossaw90%more engagement
  • What do they have in common?
  • $$$$$
  • 5KEYS TO DEVELOPING AWESOME CONTENT
  • Understand your audience, and give them what they want
  • Do the research: Who are your fans? What speaks to them? What do they care about? Most importantly, always approach them like people, not demographics
  • Create emotional connections
  • Motivate people, make them feel part of something
  • Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
  • Integrate: Don’t rely on one channel
  • Inform AND entertain
  • Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
  • 1. Knowyouraudience 2. Createemotional connections 3. Makethemfeelpartof something 4. Integrate 5. Informandentertain
  • Thanks @garyedgar