Distilled's Kyra Kuik's presentation on content strategy/how to make your customers LOVE you via content.

1. Branded Content & Emotional
Relationships
KYRA KUIK
@KyraKuik

2. What is an emotional
relationship?

3. An emotional attachment that bonds a
customer to a brand

4. But this type of bond doesn’t
happen overnight

5. Steps to an emotional connection
Confidence
Integrity
Pride
Passion

6. Confidence:
• Necessary for any purchase
• Foundation of relationship
• Not a brand differentiator

7. Integrity:
• Vital for retention
• Not a brand differentiator

8. Pride:
• Pride in product and membership
• Brand differentiator

9. Passion:
• Brand X is perfect for me
• X brand/product is irreplaceable

10. People are passionate about brands when it defies logic

11. Non-luxury brands inspire passion

12. You want passionate customers
because they spend more and
require less

13. The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value
Increase in customer retention rates
of 5% increases profits by 25-95%
Frederick F. Reichheld

14. Where does content fit into
emotional bonding?

15. Married to the Brand
Keeping customers involves adding
meaningful depth to the bond…it
requires a total brand experience
William J. McEwen

16. Content = meaningful depth

17. Content adds to a total brand
experience

18. How can I create an
emotional bond through
content?

19. Three aspects to brand passion:
1.
Passion drivers differ by brand
2.
Total brand experience (not a single component)
3.
Brand differentiation
According to research done by William J. McEwen

20. Content can do that through
•
•
•
USP
Consistency
Clear brand voice

21. Unique Selling Point
Differentiates you from competitors
Two components:
1.
Define your customers’ problem
•
•
2.
What are their common frustrations?
How do they want those problems to be fixed?
Explain the unique benefit/solution you offer
•
How can you fix your customers’ problems in a way that other brands
can’t?

22. Nerd Fitness Blog
• Stands out from other
fitness blogs
• USP = health and fitness
hacks for selfproclaimed nerds
• Speaks to need in
fitness niche for
approachable tips

23. USP differentiates your brand,
signifying to customers their
experience is unique and special

24. Three aspects to brand passion:
1.
Passion drivers differ by brand
2.
Total brand experience (not a single component)
3.
Brand differentiation
According to research done by William J. McEwen
USP
USP

25. Consistency
Keeps the brand experience dependable and trustworthy
Two components:
1.
Connects content to existing branding/goals
•
•
2.
Is your content on brand?
Does your content support marketing/brand goals?
Create content on a regular basis
•
Your customers should know when they can turn to your brand for
new content.

26. Mint’s Blog
• Article #1 is on brand and
consistent with brand goals
• Article #2 is a stretch
• Scheduling is consistent: 2
posts per day, every week day

27. Consistency creates a total
brand experience that is
dependable and trustworthy

28. Three aspects to brand passion:
1.
Passion drivers differ by brand
2.
Total brand experience
3.
Brand differentiation
According to research done by William J. McEwen
Consistency

29. Clear brand voice
Communicates brand personality and goals
Two basic components:
1.
Define your purpose
•
2.
What’s the reason behind your content? To educate, entertain,
delight, inform, etc.?
Define your personality
•
How do you approach your content? Are you witty, playful, serious,
inspiring, etc.?

30. Sharpie Twitter
• Voice is very casual, playful,
and entertaining. Uses lots of
slang and abbreviations
• Voice is tailored to a very
specific audience
• Consistent throughout their
content

31. Brand voice provides a unique
experience and uniformity within
branded content

32. Three aspects to brand passion:
1.
Passion drivers differ by brand
2.
Total brand experience
3.
Brand differentiation
According to research done by William J. McEwen
Brand voice
Brand voice
Brand voice

33. ModCloth
1. USP
2. Brand voice
3. Consistency

34. Key takeaways:
1.
2.
3.
Passionate customers spend more and require less
There is an emotional process that leads to brand
passion
Branded content can funnel customers towards brand
passion by implementing
– USP
– Consistency
– Brand voice

35. Thanks.
Any questions?
KYRA KUIK
@KyraKuik