Rasmus Fisker discusses content planning and strategy. He outlines three types of content: inspire, inform, and involve. Inspire content aims for wide reach and awareness, inform provides helpful how-to information, and involve grows engagement through community and competitions. The document also presents a case study for an infant nutrition brand, with content pillars to inspire by showing childhood joy, inform with expertise in nutrition, and involve parents through sharing experiences. Overall, the key message is that content must be designed with the user connection in mind.

1. Content – how to plan and create
a sucess
Komfo Summit 2016
Rasmus Fisker
22-09-2016

2. Rasmus Fisker
Content & Strategy Director
Twitter:
@rasmusfisker
LinkedIn:
Rasmus Fisker
E-mail:
rasmus.fisker@mediacom.dk

4. What your brand is
interested in saying
What the target group is
interested in hearing
Content

5. 3.
CONTENT IS COMMUNICATION USERS
CHOSE TO ENGAGE WITH

6. 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

7. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE

8. 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’

9. 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’
’

10. 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’

11. 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

12. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE

13. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT
PLATFORM
FACEBOOK
SNAPCHAT
YOUTUBE
WEBSITE
SEO
BLOGGERS
INSPIRE INFORM INVOLVE

14. 3.
CONTENT IS COMMUNICATION USERS
CHOSE TO ENGAGE WITH
CONTENT MUST BE DESIGNED WITH THE
CONNECTION IN MIND

15. CASE

16. PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Nestlé Infant nutrition
Challenge

17. 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

18. 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

19. Start Healthy Stay
Healthy - examples

20. Start Healthy Stay
Healthy - examples

21. 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

22. The infant loop

23. Happiness is …

24. Happiness is …

25. 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

28. Content flow
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE

29. Rasmus Fisker
Content & Strategy Director
Twitter:
@rasmusfisker
LinkedIn:
Rasmus Fisker
E-mail:
rasmus.fisker@mediacom.dk