Branded content is currently held back by agencies and clients by the way they think about impacting an audience and creating long-term brand value. We believe content is an investment in a brand's equity - in simple terms the value people see in your brand. We aim to unpack a new way of thinking about branded content and content marketing to challenge agencies and brands to think differently.
4. Content marketing is composed of three elements:
1. Creation and sharing of online materials
2. Doesn’t explicitly promote a brand
3. Intended to stimulate interest in products
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17. Content marketing’s job is to influence the demand from
people for the purpose of improving rankings.
Logic
Improved Rankings = More Traffic = More
Sales
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18. Not just anyone but people who are relevant to a brand.
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19. Relevance comes from the communities
who share similar interests.
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20. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
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Brands connect to audiences through their interests
21. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
Connect
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Brands connect to audiences through their interests
22. Indirect Interest
Mountain Biking
Travel Insurance
InsureandGo
Direct Interest
Photography
iPhone X
AppleBrand
Product
Interest
Audience
Connect
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Brands connect to audiences through their interests
Narrative Narrative
25. Communities are created by convergence and congruence of value
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Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
26. Communities are created by convergence and congruence of value
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Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
27. Communities are created by convergence and congruence of value
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
28. Communities are created by convergence and congruence of value
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample
29. When value is unseen it cannot be of interest
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football
30. Where value is interpreted it can become interesting
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football Arsenal F.C.
31. What value is shared forms a community of interested people
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Information
KnownUnknown
GamesExample Football Arsenal F.C. Arsenal FanTV
32. A community only exists in the mind.
They are mental constructs.
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33. Marketing to interests works through mindsets and motives.
Not demographics and metrics.
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39. Influencing people is a communication problem
we’re solving through ideas people respond to.
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40. To do this we’ve developed a communication model
to analyse and guide ideas and campaigns.
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41. Our model is driven by one important cultural insight.
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42. People put stuff online they want
others to believe about them.
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43. From brands to individuals
- it’s about how they want to be perceived.
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44. To leverage this insight, each content campaign you create
must tick three basic elements.
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45. The idea must gain attention to get noticed.
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46. The idea must gain attention to get noticed.
The idea must have meaning to be interesting.
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47. The idea must gain attention to get noticed.
The idea must have meaning to be interesting.
The idea must test perceptions to cause responses.
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50. Attention
Meaning
Perception
People think from the top
down and respond to
either approve or
disapprove.
Content Marketers need
to think from the bottom
up to influence
responses from people.
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56. Indifferent Disapproval
“Android is much better
than iOS.”
N/A “iOS doesn’t steal all your
data.”
Approval
Working with relevant communities to create something of
interest reduces the chances of indifferent responses
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57. Three types of responses in our community creation model
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Informatio
n
KnownUnknown
Indifferent
58. Three types of responses in our community creation model
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Value
Potential
Unseen
Interpreted
Shared
Emergent Value Convergent Value
Individual
Irrelevant ValueLatent Value
Know Knower
Informatio
n
KnownUnknown
Approval or
Disapproval
Indifferent
66. Attention
Meaning
Perception
- First dedicated UK
Landlord award
- Landlords are
surrounded by negativity
and cynicism
(The idea must gain attention to get
noticed.)
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Analysing ideas with AMP
67. Attention
Meaning
Perception
- Most people have heard
a bad story about
landlords or tenants
- We found the good
stories about landlords
and their tenants
(The idea must have meaning to be
interesting.)
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Analysing ideas with AMP
68. Attention
Meaning
Perception
- Landlords are bad people
- Landlords just want
money
- Landlords never fix things
(The idea must test perceptions to cause responses.)
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Analysing ideas with AMP
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Attention
Meaning
Perception
People think from the top
down and respond to
either approve or
disapprove.
“The search is on to find the Landlord
OfTheYear”
“Home insurance provider,
HomeProtect, has embarked on a quest
to find the UK’s best landlord”
“Landlords are social parasites.They’re
the last people we should be
honouring”
“Don’t call all landlords parasites”
“HomeProtect’s Landlord of theYear
Awards seek to champion all UK
landlords who choose to break the
perceived mould”
70. Attention: Notice taken of
someone or something.
Meaning: Important or
worthwhile quality; purpose.
Perception: The way in which
something is regarded,
understood or interpreted.
Creative thinking and execution
Target audience and
communities
Insights and strategic thinking
Consumer
Thinking
Communication
Thinking
Attention
Meaning
Perception
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AMP: New communication thinking for digital