Hannah Smith: Throwing sh*t against the wall

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  • This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  • This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  • Now it’s hidden away from their default view.
  • Hannah Smith: Throwing sh*t against the wall

    1. 1. HANNAH SMITH CONTENT STRATEGIST throwing sh*t against the wall & analysing what sticks
    2. 2. that has negative connotations @hannah_bo_banna
    3. 3. I beg to differ
    4. 4. present an idea & testthe reaction @hannah_bo_banna
    5. 5. is the only way to succeed @hannah_bo_banna
    6. 6. but I’m jumping ahead… @hannah_bo_banna
    7. 7. what do I actually do? @hannah_bo_banna
    8. 8. this is my approach @hannah_bo_banna
    9. 9. here are some things we’ve made @hannah_bo_banna
    10. 10. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
    11. 11. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
    12. 12. we endeavour to create content that… @hannah_bo_banna
    13. 13. will blow people’s minds
    14. 14. for a precious heartbeat or two…
    15. 15. create things that are useful
    16. 16. things that will blow their minds
    17. 17. create things people will love
    18. 18. that sounds hard @hannah_bo_banna
    19. 19. do you really need to do that? @hannah_bo_banna
    20. 20. yes I think you do @hannah_bo_banna
    21. 21. content marketing is notnew @hannah_bo_banna
    22. 22. but howwe consume content online @hannah_bo_banna
    23. 23. has & will continue to change @hannah_bo_banna
    24. 24. we surface content through filters… @hannah_bo_banna
    25. 25. do you actually see updates from the companies you follow? @hannah_bo_banna
    26. 26. facebook protects us from unwantedcontent @hannah_bo_banna
    27. 27. & they’re protecting us from content we do want @hannah_bo_banna
    28. 28. Mark says you have to pay to play
    29. 29. but it’s not just facebook @hannah_bo_banna
    30. 30. our technology protects us from unwanted content too @hannah_bo_banna
    31. 31. With four months of steady decline, it’s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus @hannah_bo_bannahttps://litmus.com/blog/48-of-emails-are-opened-on- mobile-gmail-opens-down-20-since-tabs
    32. 32. permissionmay no longer be enough… @hannah_bo_banna
    33. 33. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
    34. 34. people need to love your marketing
    35. 35. today I bring you @hannah_bo_banna
    36. 36. the stumbling blocks & pitfalls @hannah_bo_banna
    37. 37. that I’ve encountered when creating content @hannah_bo_banna
    38. 38. & what I’ve learned along the way @hannah_bo_banna
    39. 39. stumbling blocks @hannah_bo_banna
    40. 40. can’t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
    41. 41. me: the sort of content that drives conversion? @hannah_bo_banna
    42. 42. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
    43. 43. me: you want me to get you free advertising? @hannah_bo_banna
    44. 44. yeah! ~ The Client @hannah_bo_banna
    45. 45. content should be goal-driven @hannah_bo_banna
    46. 46. what you create depends on what you want to achieve @hannah_bo_banna
    47. 47. advertising isn’t sharedunless it also entertains / educates @hannah_bo_banna
    48. 48. content to ‘persuade’ isn’t sharedunless it also entertains / educates @hannah_bo_banna
    49. 49. @hannah_bo_banna
    50. 50. @hannah_bo_banna
    51. 51. sometimes it works @hannah_bo_banna
    52. 52. sometimes it just ‘appears’ to @hannah_bo_banna
    53. 53. @hannah_bo_banna
    54. 54. yay! @hannah_bo_banna
    55. 55. but people see through this… @hannah_bo_banna
    56. 56. time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
    57. 57. you’re getting coverage… @hannah_bo_banna
    58. 58. it’s even hitting your target audience @hannah_bo_banna
    59. 59. but @hannah_bo_banna
    60. 60. self-serving messaging can alienatethe people you seek to engage @hannah_bo_banna
    61. 61. people need to love your marketing
    62. 62. pitfalls @hannah_bo_banna
    63. 63. limitedcreative scope @hannah_bo_banna
    64. 64. that’s off-brand ~ The Client @hannah_bo_banna
    65. 65. sometimes this is true… @hannah_bo_banna
    66. 66. but @hannah_bo_banna
    67. 67. your brand is not whatyou sell @hannah_bo_banna
    68. 68. your brand is howyou sell it
    69. 69. it’s about your values @hannah_bo_banna
    70. 70. your content must not contradict your brand values @hannah_bo_banna
    71. 71. but @hannah_bo_banna
    72. 72. don’t limityour content @hannah_bo_banna
    73. 73. don’t limityourself @hannah_bo_banna
    74. 74. your content doesn’t have to be *just* about what you sell @hannah_bo_banna
    75. 75. sell soft drinks @hannah_bo_banna
    76. 76. but their content is about extreme sports @hannah_bo_banna
    77. 77. @hannah_bo_banna
    78. 78. because that’s what their target audience love & share @hannah_bo_banna
    79. 79. it’s our job to persuade brands to think beyond their products @hannah_bo_banna
    80. 80. & think about their audienceinstead @hannah_bo_banna
    81. 81. http://www.concerthotels.com/ipod-visualized-as-vinyl @hannah_bo_banna
    82. 82. http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/ @hannah_bo_banna
    83. 83. http://www.thetrainline.com/tools/festival-finder/ @hannah_bo_banna
    84. 84. so @hannah_bo_banna
    85. 85. howdo you figure out what your audience love / need / want? @hannah_bo_banna
    86. 86. what will blow people’s minds?
    87. 87. to succeed you’ll need to… @hannah_bo_banna
    88. 88. research your audience @hannah_bo_banna
    89. 89. surveys & focus groups @hannah_bo_banna
    90. 90. • what problems do they have? • what do they love? • what do they hate? • what do they share? • what sites do they read? • how do they spend time online? • what about offline? @hannah_bo_banna
    91. 91. research what sticks @hannah_bo_banna
    92. 92. study what works & try to deconstruct why @hannah_bo_banna
    93. 93. but don’t spend too much time on this! @hannah_bo_banna
    94. 94. what works for one company may not work for you @hannah_bo_banna
    95. 95. frame your content appropriately @hannah_bo_banna
    96. 96. @hannah_bo_bannahttp://www.cordless-phones.uk.com/blog/ligo/news/social-media- bad-phone.htm
    97. 97. there’s some stuff about being bad for your phone… @hannah_bo_banna
    98. 98. @hannah_bo_banna
    99. 99. but there’s also some stuff about your well-being… @hannah_bo_banna
    100. 100. @hannah_bo_banna
    101. 101. find your story @hannah_bo_banna
    102. 102. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
    103. 103. meh @hannah_bo_banna
    104. 104. not even slightly surprising @hannah_bo_banna
    105. 105. but it got coverage @hannah_bo_banna
    106. 106. @hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in- hotel-minibars-around-the-world/
    107. 107. wait! @hannah_bo_banna
    108. 108. there’s gold buried in this release @hannah_bo_banna
    109. 109. @hannah_bo_banna
    110. 110. @hannah_bo_bannahttp://www.multivu.com/mnr/70425518-tripadvisor-tripindex-reveals- las-vegas-most-expensive-for-room-service
    111. 111. where vodka is cheaper than water… @hannah_bo_banna
    112. 112. @hannah_bo_banna
    113. 113. but remember there are no guarantees @hannah_bo_banna
    114. 114. it’s incredibly hard to predict what will resonate @hannah_bo_banna
    115. 115. at some point, you have to @hannah_bo_banna
    116. 116. @hannah_bo_banna
    117. 117. if you don’t launch anything you can’t learn anything @hannah_bo_banna
    118. 118. throwshit against the wall, & analyse what sticks @hannah_bo_banna
    119. 119. 5 tips to help you succeed @hannah_bo_banna
    120. 120. @hannah_bo_banna
    121. 121. pick your battles @hannah_bo_banna
    122. 122. if there’s no appetite for content to entertain / educate @hannah_bo_banna
    123. 123. focus on content to persuade or convert first @hannah_bo_banna
    124. 124. @hannah_bo_banna
    125. 125. recognise the pitfalls & stumbling blocks @hannah_bo_banna
    126. 126. don’t just power on through @hannah_bo_banna
    127. 127. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
    128. 128. acknowledge & address issues @hannah_bo_banna
    129. 129. be prepared to start over if you have to @hannah_bo_banna
    130. 130. @hannah_bo_banna
    131. 131. make your content go further @hannah_bo_banna
    132. 132. make sure your content works across all browsers & devices @hannah_bo_banna
    133. 133. make sure your social share buttons work @hannah_bo_banna
    134. 134. make your headline & social share copy ‘clicky’ @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
    135. 135. create images for social sharing @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
    136. 136. place retargeting pixels on all of your content @hannah_bo_banna
    137. 137. retarget these audiences with more content @hannah_bo_banna
    138. 138. test paid promotion @hannah_bo_banna
    139. 139. @hannah_bo_banna
    140. 140. be honest @hannah_bo_banna
    141. 141. talk openly about the risks & why it’s important to try anyway @hannah_bo_banna
    142. 142. manage expectations @hannah_bo_banna
    143. 143. agree what ‘success’looks like before you launch @hannah_bo_banna
    144. 144. @hannah_bo_banna
    145. 145. learn from failure @hannah_bo_banna
    146. 146. deconstruct what did and did not work @hannah_bo_banna
    147. 147. shareyour learning with everyone @hannah_bo_banna
    148. 148. and keep going @hannah_bo_banna
    149. 149. howwe consume content online @hannah_bo_banna
    150. 150. has & will continue to change @hannah_bo_banna
    151. 151. permissionmay no longer be enough… @hannah_bo_banna
    152. 152. people need to love your marketing
    153. 153. hannah.smith@distilled.net @hannah_bo_banna Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks HANNAH SMITH Content Strategist
    154. 154. Image Credits • I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ • Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf • Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ • Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ • And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ • Love - http://realtruelove.wordpress.com/2013/02/14/love/ • Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ • Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ • Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ • Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ • Launch - http://www.palantir.net/blog/its-launch-time • 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ • 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ • 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ • 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ • 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna

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