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Content – how to plan and create
a sucess
Komfo Summit 2016
Rasmus Fisker
22-09-2016
Rasmus Fisker
Content & Strategy Director
Twitter:
@rasmusfisker
LinkedIn:
Rasmus Fisker
E-mail:
rasmus.fisker@mediacom.dk
What your brand is
interested in saying
What the target group is
interested in hearing
Content
3.
CONTENT IS COMMUNICATION USERS
CHOSE TO ENGAGE WITH
WHAT’S THE ROLE (AND COMMITMENT) TO CONTENT
Campaign Agnostic
Consistent ‘ownable’ territory
Smaller, higher value, audien...
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Inspire
‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly prog...
Inform
‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs. This is ofte...
Involve
‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could in...
Inform Involve
What consumer
mind-set?
KPI’s
Inspire
What is it?
Primary
objective
Story telling
Differentiating
High reac...
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT
PLATFORM
FACEBOOK
SNAPCHAT
YOUTUBE
WEBSITE
SEO
BLOGGERS
INSPIR...
3.
CONTENT IS COMMUNICATION USERS
CHOSE TO ENGAGE WITH
CONTENT MUST BE DESIGNED WITH THE
CONNECTION IN MIND
CASE
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Nestlé Infant nutrition
Challenge
Start healthy, stay healthy
Primary content objective: Inform
Purpose: Trust
It’s a kids world
Primary content objective: ...
Insight:
Parents are always trying to make
the right choices for their children
Proposition:
Nestlé can help you give your...
Start Healthy Stay
Healthy - examples
Start Healthy Stay
Healthy - examples
Insight:
Children rejoice over small things
that grownups often don’t see.
Proposition:
A kid’s world is different from ou...
The infant loop
Happiness is …
Happiness is …
Insight:
Being a parent is a lot of work, so
sometimes you need good easy
options
Proposition:
Problem free solutions for ...
Content flow
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Rasmus Fisker
Content & Strategy Director
Twitter:
@rasmusfisker
LinkedIn:
Rasmus Fisker
E-mail:
rasmus.fisker@mediacom.dk
Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Advertising
Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Advertising
Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Advertising
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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.

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Content – How to Plan and Create Success by Rasmus Fisker, MediaCom Beyond Advertising

  1. 1. Content – how to plan and create a sucess Komfo Summit 2016 Rasmus Fisker 22-09-2016
  2. 2. Rasmus Fisker Content & Strategy Director Twitter: @rasmusfisker LinkedIn: Rasmus Fisker E-mail: rasmus.fisker@mediacom.dk
  3. 3. What your brand is interested in saying What the target group is interested in hearing Content
  4. 4. 3. CONTENT IS COMMUNICATION USERS CHOSE TO ENGAGE WITH
  5. 5. WHAT’S THE ROLE (AND COMMITMENT) TO CONTENT Campaign Agnostic Consistent ‘ownable’ territory Smaller, higher value, audience Scheduled regularly Long Term Owned Audience Growth Campaign Aligned System Integrated Broad Reach Burst Short-term advertising metrics / KPIs Brand as publisherAdvertising Campaign Own an AudienceReach an Audience HighlyCommittedPublishing approach
  6. 6. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT 1 2 3 4 5 CONTENT INSPIRE INFORM INVOLVE
  7. 7. Inspire ‘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’
  8. 8. Inform ‘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’ ’
  9. 9. Involve ‘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’
  10. 10. Inform Involve What consumer mind-set? KPI’s Inspire What is it? Primary objective Story telling Differentiating High reach User ‘grazing” time Awareness Cumulative Views Love Index Informative Evergreen On Product Consistent Engaging High Frequency Active Search Consideration Long Tail View Count Search Ranking Appointment to View Deep Diving Advocacy View Through Rates Subscribers Framework
  11. 11. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT 1 2 3 4 5 CONTENT INSPIRE INFORM INVOLVE
  12. 12. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT 1 2 3 4 5 CONTENT PLATFORM FACEBOOK SNAPCHAT YOUTUBE WEBSITE SEO BLOGGERS INSPIRE INFORM INVOLVE
  13. 13. 3. CONTENT IS COMMUNICATION USERS CHOSE TO ENGAGE WITH CONTENT MUST BE DESIGNED WITH THE CONNECTION IN MIND
  14. 14. CASE
  15. 15. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT 1 2 3 4 5 CONTENT INSPIRE INFORM INVOLVE Nestlé Infant nutrition Challenge
  16. 16. Start healthy, stay healthy Primary content objective: Inform Purpose: Trust 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 group Content pillars
  17. 17. Insight: Parents are always trying to make the right choices for their children Proposition: 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 Healthy
  18. 18. Start Healthy Stay Healthy - examples
  19. 19. Start Healthy Stay Healthy - examples
  20. 20. Insight: Children rejoice over small things that grownups often don’t see. Proposition: 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 knows children It’s a kids world
  21. 21. The infant loop
  22. 22. Happiness is …
  23. 23. Happiness is …
  24. 24. Insight: Being a parent is a lot of work, so sometimes you need good easy options Proposition: Problem free solutions for smart families Involve the parent community in sharing their own tips, knowledge and experiences in life as a parent. Parent’s club
  25. 25. Content flow PASSIVE EVALUATE POST-PURCHASETRIGGER ACT 1 2 3 4 5 CONTENT INSPIRE INFORM INVOLVE
  26. 26. Rasmus Fisker Content & Strategy Director Twitter: @rasmusfisker LinkedIn: Rasmus Fisker E-mail: rasmus.fisker@mediacom.dk

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