Hide the Vegetables: Making B2B Content More Digestible
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Most ads are ignored, skipped, or rejected, and users are becoming numb to marketing messages. Only the most captivating and innovative content can influence a tech-savvy audience. In this talk, you will learn how to harness creativity, conversation, and connection to connect with the right audience and drive impact in 2017. After this session you’ll be able to: Gain simple, repeatable content marketing tactics anyone can employ, whether you have a small business, are in the Fortune500, or are looking to grow your personal brand. Learn a few tricks of the trade as far as penetrating the right audience with Twitter video ads, Facebook Video ads, Instagram Stories, VR (360) and Snapchat (AR) Develop an enterprise-ready model for achieving greatness at scale
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Hide the Vegetables: Making B2B Content More Digestible
- 1. Hide the Vegetables Serve up more digestible content @socialkelsey
- 2. Hello! I am Kelsey Carroll Brand Social Lead, Hewlett Packard Enterprise Content Creator Karaoke Afficionado You can find me at @socialkelsey
- 3. “ A spoonful of sugar helps the medicine go down.” - Mary Poppins @socialkelsey
- 4. CONTENT + CONTEXT Who? What? Where? Why should I care? @socialkelsey
- 5. The smaller the screen … @socialkelsey … the less room there is for your brand
- 6. By 2020, 75% mobile traffic will be video Video is a big deal (but you already knew that) @socialkelsey
- 7. 85% video views are on mute Captions are key for retention @socialkelseyvia Facebook
- 8. When “make it social” means “make it good” Key ingredients Main course Bon appetit! @socialkelsey Brief Hero Content Distribution & Amplification
- 9. 1. Key ingredients Work with what you’ve got @socialkelsey
- 10. Before starting, ask yourself these questions… ▪ What’s my budget for production? ▪ What’s my budget for promotion? ▪ What is considered success? @socialkelsey
- 11. When writing a brief be sure to include… ▪ Priority messaging ▪ Storytelling techniques ▪ Embedded brand experience ▪ Target audience and measurement KPIs @socialkelsey
- 12. No one cares about you What you can do for your audience What your audience cares about @socialkelsey What your content should be about
- 13. @socialkelsey
- 14. Curate stories from within your organization ▪ Profile employees (not just execs) ▪ Unearth customer service wins ▪ Highlight partnerships ▪ User generated content @socialkelsey
- 16. Let your people … and their perspectives shine @socialkelsey
- 17. 2. Main course What’s your hero content? @socialkelsey
- 18. Your hero content should be nutritious ▪ Video ▪ Blog Post ▪ Podcast @socialkelsey
- 19. Place your screenshot here Ideal length for a … Video is 60 seconds Blog post is 6 minutes long Podcast is 30-45 minutes Your hero content should be easily consumed on mobile @socialkelsey
- 20. 3. Bon appetit! Serve, distribute, and amplify @socialkelsey
- 21. Set the table with a buffet of content ▪ Innovative Social Posts & Ads ▪ Quote Cards ▪ Snapchat, Instagram Stories @socialkelsey
- 22. Where does your audience hang out online? Channel selection and targeting must be on point @socialkelsey
- 23. Give people a reason to engage ▪ Snackify quotes, video clips, images, GIFs and use them to drive traffic to your site @socialkelsey Targeting QA
- 24. Tell an immersive story with Facebook Canvas ads ▪ Full-screen mobile ad ▪ Combination of video, text, GIFs, links ▪ Leverage Facebook targeting @socialkelsey
- 25. Unearth a treasure trove of quotes ▪ Create a template for flexibility ▪ @Tag the person and they’ll share it, too! @socialkelsey Editable text Editable image
- 26. Repurpose content in unexpected places @socialkelsey
- 27. Try Snapchat … and Instagram Stories ▪ Bite sized clips of your videos. Low lift, potentially high impact ▪ Authentic event coverage @socialkelsey
- 28. Wow users with 360 photos on Facebook ▪ Dip your toe in the virtual reality world @socialkelsey
- 29. Find people who care … and help them find you ▪ Paid Social Targeting ▪ Employee Advocavy ▪ Influencer Marketing @socialkelsey
- 30. Leverage the home team through employee advocacy ▪ Partner with internal comms / HR ▪ Make it easy to share ▪ Digital swag @socialkelsey
- 31. Partner up with like-minded people and companies @socialkelsey ▪ Extended reach ▪ New perspective ▪ Laymens terms
- 32. Partner up with like-minded people and companies @socialkelsey
- 33. Facebook Live, Periscope Vertical Video 360 photo, video Augmented reality Place your screenshot here What’s cooking in 2017 @socialkelsey
Editor's Notes
- I’m obsessed with brand experience I’m from Dallas, TX Cookout has the best shakes
- Does anyone here have kids? I don’t, but right after college, I nannied for 2 kid, 5 and 7 years old. Every night, I would cook them a nutritious dinner and they wouldn’t eat it. All they ate was beige things like Velveeta Mac and Cheese and Dinosaur chicken nuggets. Since I cared about these kids lives, I had to get creative and cook delicious dishes with green things like spinach and broccoli that think they hate, even though it’s good for them! Well, B2B buyers and the IT decision makers we are concerned about at HPE are just like these kids. They are quite skilled at avoiding, blocking, and dodging marketing/ads, but they might be missing something that could be helpful, save them money and make their jobs more efficient.
- Yes – we all know content is key… but so is context. Today we’re going to talk about creating and delivering the right content, at the right time, to the right people, in the right way
- Make your content worthy of this intrusion! Here’s an example….
- But what you might not know… is that
- 85% of video views on Facebook while on mute. You can measure this when you go home in you admin module on your Facebook page. We looked at our numbers and we were like… woah. We realized that not all of our videos have captions, in fact very few did. Also views steeply dropped after the first 5 seconds. We were doing a brand recall study with Facebook and recall was very low. We had launched the new Hewlett Packard Enterprise brand just a year back., this was important to us. So, we operationalized captioning on all our paid videos on Facebook and saw video views go up and we included the logo lock-up in the first 3 seconds … and brand recall increased… and we saw relevant comments. Comment section is where it’s at.
- When they say “make it social” – I hear “make it good” – more digestible, entertaining, educational, shorter 3 step process to penetrating the screen time of your audience and distributing content in new delicious ways
- Know your limitations. Set clear goals. I know I hate it, too. But it will help you optimize for success Your budget for promotion should match your budget for production. Yup.
- What do you want people to know? How will you tell them? Engineer the brand experience from embedded a consistent look and feel, tone of voice even things like page load time
- Relevance and content is key
- Here’s an idea we are working on – humanizng a B2B IT company
- Provide value, entertainment, benefits