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5 WAYS TO ‘UN-SUCK’ 
YOUR CONTENT 
@garyedgar
The original promise of social media… 
Conversations 
Dialogue 
Interactions
Instead we 
get stuff 
like this
People are looking for answers, 
information and help.
90% 
of people are using the 
web to research products
Is this what 
you want 
them find?
Loyalty?
We are the 
gatekeepers to 
the brand’s 
story
• Heineken - Dropped
• 30 videos 
• 35 million+ views 
• Across 208 countries 
• Longer videos saw 90% more 
engagement
What do they have 
in common?
$$$$$
DEVELOPING AWESOME 
CONTENT 
OR 
5 WAYS TO ‘UN-SUCK’ 
YOUR CONTENT
1 
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 ...
2 
Create emotional 
connections
3 
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...
4 
Integrate: 
Don’t rely on one channel
5 
Inform & Entertain
Help people, they’re searching for answers and 
information, but have fun doing it. 
Be human, and deliver something you w...
1. Know your audience 
2. Create emotional 
connections 
3. Make them feel part of 
something 
4. Integrate 
5. Inform and...
Thanks 
@garyedgar 
gary@ruckusdigital.ca
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
Beyond Slogans - 5 Ways to Un-Suck Your Content
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Beyond Slogans - 5 Ways to Un-Suck Your Content

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A slightly revised and updated version of the original Beyond Slogans presentaiton

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Beyond Slogans - 5 Ways to Un-Suck Your Content

  1. 1. 5 WAYS TO ‘UN-SUCK’ YOUR CONTENT @garyedgar
  2. 2. The original promise of social media… Conversations Dialogue Interactions
  3. 3. Instead we get stuff like this
  4. 4. People are looking for answers, information and help.
  5. 5. 90% of people are using the web to research products
  6. 6. Is this what you want them find?
  7. 7. Loyalty?
  8. 8. We are the gatekeepers to the brand’s story
  9. 9. • Heineken - Dropped
  10. 10. • 30 videos • 35 million+ views • Across 208 countries • Longer videos saw 90% more engagement
  11. 11. What do they have in common?
  12. 12. $$$$$
  13. 13. DEVELOPING AWESOME CONTENT OR 5 WAYS TO ‘UN-SUCK’ YOUR CONTENT
  14. 14. 1 Understand your audience, and give them what they want
  15. 15. 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
  16. 16. 2 Create emotional connections
  17. 17. 3 Motivate people, make them feel part of something
  18. 18. Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
  19. 19. 4 Integrate: Don’t rely on one channel
  20. 20. 5 Inform & Entertain
  21. 21. Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
  22. 22. 1. Know your audience 2. Create emotional connections 3. Make them feel part of something 4. Integrate 5. Inform and entertain
  23. 23. Thanks @garyedgar gary@ruckusdigital.ca

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