Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Advertising
Rasmus will give you a view into the strategic and creative planning process of MediaCom Beyond Advertising. This will include frameworks and cases on how to tackle the challenge of producing the right content at the right time. Stop by to get inspired on how to develop your own content strategy, and hopefully take home a tip or two.
What your brand is
interested in saying
What the target group is
interested in hearing
CONTENT IS COMMUNICATION USERS
CHOSE TO ENGAGE WITH
WHAT’S THE ROLE (AND COMMITMENT) TO CONTENT
Consistent ‘ownable’ territory
Smaller, higher value, audience
Long Term Owned Audience Growth
Short-term advertising metrics / KPIs
Brand as publisherAdvertising Campaign
Own an AudienceReach an Audience
‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed
for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’
‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs. This is often the next
step in your comms journey: capture your audience’s attention with evergreen and inspirational content, and then make it relevant to them
with content that is both informative and useful’
‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social
community management and competitions. It gives longevity to a campaign and is designed
to grow your base of brand advocates’
What is it?
Long Tail View Count
Appointment to View
View Through Rates
Start healthy, stay healthy
Primary content objective: Inform
It’s a kids world
Primary content objective: Inspire
Purpose: Likability, WOM, Trust
The Parent’s Club
Primary content objective: Involve
Purpose: Likability, WOM, Connecting to target
Parents are always trying to make
the right choices for their children
Nestlé can help you give your child
the best start to their life.
Focus on Inform-content
Give useful knowledge on infant
nutrition, positioning Nestlé as
experts in the field.
Showing 150 years of experience
Start Healthy Stay
Children rejoice over small things
that grownups often don’t see.
A kid’s world is different from ours -
that’s why they need different things.
Focus on Inspire content.
Showing the fun and cute everyday
life of children
Building our ethos, as one who
It’s a kids world
Being a parent is a lot of work, so
sometimes you need good easy
Problem free solutions for smart
Involve the parent community in
sharing their own tips, knowledge
and experiences in life as a parent.