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Content People Crave 
Tips for Creating Content People Will Love and Share 
Karianne Stinson 
Senior Strategist at Mediabrands Publishing 
#SMX #32A @Karianne
Karianne Stinson 
Senior Strategist 
Mediabrands Publishing 
@Karianne 
#SMX #32A @Karianne
Optimized Content Marketing 
Content 
Marketing 
Social 
Media 
SEO 
In order to be successful, SEO, social media and content marketing 
should all work collaboratively. 
#SMX #32A @Karianne
Media Consumption is Up 
Listening to music is up 
⏏200% 
Reading of magazines 
is up 
⏏100% 
Watching videos is up 
⏏250% 
Accessing social 
networks is up 
⏏150% 
Reading of books is up 
⏏66% 
In media terms, your audience is consuming more and more content 
#SMX #32A @Karianne
People Trust and Value Brand Content 
90% 78% 73% 69% 68% 
of people prefer to get 
information about an 
organization through 
a series of articles 
rather than in 
traditional advertising 
of consumers trust 
brand content 
Of consumers spend 
time reading content 
from a brand they 
are interested in 
of consumers feel 
that organizations 
behind the content 
are interested in 
building good 
relationships 
of consumers find 
custom content 
Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & 
http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html 
useful 
#SMX #32A @Karianne
When asked, 
people 
are not 
satisfied 
with content 
from brands 
What: 
The content is not always relevant to 
what I want 
Where: 
The content is not in the channels 
that I frequent 
When: 
The content is only available when 
the brand wants to tell me something 
#SMX #32A @Karianne
The Golden Rule 
Treat Others 
the Way You 
Want to be 
Treated. 
#SMX #32A @Karianne
The Platinum Rule 
Treat Others 
the Way 
THEY Want 
to be 
Treated. 
Don’t create the content you or your company wants. Create what your 
current and potential customers want. 
#SMX #32A @Karianne
Know What Content Your Target 
Audience Likes 
Use the data to know what topics and types of content your audience likes. 
#SMX #32A @Karianne
Even the Most Superficial Social Media 
Activity is Driven by a Human Need 
From the UM Wave 7: Cracking the Social Code – The Story of Why 
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf 
#SMX #32A @Karianne
Content Should Appeal to a Human 
Need 
UM Wave research over the last 7 years across 65 countries found 5 human 
and fundamental needs underpin all social behavior 
#SMX #32A @Karianne
Diversion 
40% of people who say they want entertaining experiences from brands say 
that these experiences make the brand more desirable 
#SMX #32A @Karianne
Recognition 
Make your fans feel special! 65% of people who want brands to respond to their 
complaints say that it makes them feel valued as customers when they do. 
#SMX #32A @Karianne
Create content that is informative and useful 
Progression 
37% of people who want brands to help them develop their own skills and abilities 
want to spend more time with the brand as a result 
#SMX #32A @Karianne
Relationship 
Give your fans more reasons to love your company and a community where 
they can bond with one another 
#SMX #32A @Karianne
Don’t just talk to your customers about your products, 
listen to their needs as well! 
Learning 
#SMX #32A @Karianne
Why People Join Brand Communities 
RELATIONSHIP 
LEARNING 
Learn more about 
Get advance news 
about products 
Contact 
companies & 
influence 
development 
Get a personal 
response to an 
issue/complaint 
RECOGNITION 
It was 
recommended to 
Support a cause I 
like 
Get free content 
DIVERSION 
Feel part of a like-minded 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
community 
Share my 
appreciation with 
others 
me 
Fill time/have fun 
Develop my skills 
Wave 6 
Wave 7 
PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf 
it 
Associate with 
something I think 
is cool 
While diversion is still strong, learning, relationships and recognition are growing 
#SMX #32A @Karianne
Why People Unlike a Brand Page 
11% 
27% 
24% 
22% 
21% 
45% 
Annoying & Irrelevant Content 
Lets You Down 
Original Competition Has Ended 
Fake Behavior 
Forgot Original Attraction 
Page Dormant 
Think about your fans and what THEY want if you want to keep them around! 
Study done by UM London www.littlebookofcuriosity.co.uk #LBOC 
#SMX #32A @Karianne
Brand Objective Meets Consumer Need 
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf 
Find the consumer need which will also meet the brand objective 
#SMX #32A @Karianne
Case Studies 
#SMX #32A @Karianne
#SMX #32A @Karianne
Charles Schwab 
#OwnYourTomorrow 
The Ask: Video testimonials of people 
who’ve switched financial advisors 
The Insight: The reasons people switch 
is emotional and personal 
The Content: Videos that highlight 
positive life changes 
http://ownyourtomorrow.com/ 
#SMX #32A @Karianne
What Makes This 
Campaign Interesting 
• Each influencer told the story in their 
own style 
• Taps into people’s need for progression 
• Mixed media 
• Drove conversation about passions and 
positive change 
#SMX #32A @Karianne
Results: 
7 weeks 9 videos 
100+ pieces of micro content 
1.5M+ video views 7K video likes 
14K+ social shares 
Vimeo Staff Pick 
#SMX #32A @Karianne
AT&T’s 
@SummerBreak 
The Insight: 
• Young Millennials love their 
phones 
• They don’t give a shit about 
their phone carrier 
The Content: 
• Reality show told in a new way 
through social media and 
mobile technology 
• Viewers were part of the 
experience 
#SMX #32A @Karianne
What Makes This 
Creatively Innovative 
• Real time reality 
• Mixed media 
• Always on 
• Multiple points of view 
• Multiple platforms 
• Audience feedback drives the 
story 
#SMX #32A @Karianne
INSTAGRAM 
3,318 likes 
134 comments 
4,546 likes 
1,278 
retweets 
425 favorites 
855 retweets 
508 favorites 
TWITTER 
1,918 
retweets 
765 favorites 
5,038 
notes 
1,553 
notes 
TUMBLR 
691 notes 
8,498 notes 
VINE 
428 likes 
929 likes 
#SMX #32A @Karianne
Results: 
9 weeks 6+ hrs of content 84 videos 
1000+ pieces of custom art 11,000+ tweets 
644MM total impressions 15.3MM total views 
10.4 MM consumer social engagements 
350K subscribers 
picked up for a second successful season 
#SMX #32A @Karianne
Thank 
You! 
@Karianne 
www.kariannestinson.com 
mediabrandspublishing.tumblr.com 
karianne.stinson@mbww.com 
#SMX #32A @Karianne

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Content People Crave - SMX East 2014

  • 1. Content People Crave Tips for Creating Content People Will Love and Share Karianne Stinson Senior Strategist at Mediabrands Publishing #SMX #32A @Karianne
  • 2. Karianne Stinson Senior Strategist Mediabrands Publishing @Karianne #SMX #32A @Karianne
  • 3. Optimized Content Marketing Content Marketing Social Media SEO In order to be successful, SEO, social media and content marketing should all work collaboratively. #SMX #32A @Karianne
  • 4. Media Consumption is Up Listening to music is up ⏏200% Reading of magazines is up ⏏100% Watching videos is up ⏏250% Accessing social networks is up ⏏150% Reading of books is up ⏏66% In media terms, your audience is consuming more and more content #SMX #32A @Karianne
  • 5. People Trust and Value Brand Content 90% 78% 73% 69% 68% of people prefer to get information about an organization through a series of articles rather than in traditional advertising of consumers trust brand content Of consumers spend time reading content from a brand they are interested in of consumers feel that organizations behind the content are interested in building good relationships of consumers find custom content Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html useful #SMX #32A @Karianne
  • 6. When asked, people are not satisfied with content from brands What: The content is not always relevant to what I want Where: The content is not in the channels that I frequent When: The content is only available when the brand wants to tell me something #SMX #32A @Karianne
  • 7. The Golden Rule Treat Others the Way You Want to be Treated. #SMX #32A @Karianne
  • 8. The Platinum Rule Treat Others the Way THEY Want to be Treated. Don’t create the content you or your company wants. Create what your current and potential customers want. #SMX #32A @Karianne
  • 9. Know What Content Your Target Audience Likes Use the data to know what topics and types of content your audience likes. #SMX #32A @Karianne
  • 10. Even the Most Superficial Social Media Activity is Driven by a Human Need From the UM Wave 7: Cracking the Social Code – The Story of Why http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf #SMX #32A @Karianne
  • 11. Content Should Appeal to a Human Need UM Wave research over the last 7 years across 65 countries found 5 human and fundamental needs underpin all social behavior #SMX #32A @Karianne
  • 12. Diversion 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable #SMX #32A @Karianne
  • 13. Recognition Make your fans feel special! 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do. #SMX #32A @Karianne
  • 14. Create content that is informative and useful Progression 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result #SMX #32A @Karianne
  • 15. Relationship Give your fans more reasons to love your company and a community where they can bond with one another #SMX #32A @Karianne
  • 16. Don’t just talk to your customers about your products, listen to their needs as well! Learning #SMX #32A @Karianne
  • 17. Why People Join Brand Communities RELATIONSHIP LEARNING Learn more about Get advance news about products Contact companies & influence development Get a personal response to an issue/complaint RECOGNITION It was recommended to Support a cause I like Get free content DIVERSION Feel part of a like-minded 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% community Share my appreciation with others me Fill time/have fun Develop my skills Wave 6 Wave 7 PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf it Associate with something I think is cool While diversion is still strong, learning, relationships and recognition are growing #SMX #32A @Karianne
  • 18. Why People Unlike a Brand Page 11% 27% 24% 22% 21% 45% Annoying & Irrelevant Content Lets You Down Original Competition Has Ended Fake Behavior Forgot Original Attraction Page Dormant Think about your fans and what THEY want if you want to keep them around! Study done by UM London www.littlebookofcuriosity.co.uk #LBOC #SMX #32A @Karianne
  • 19. Brand Objective Meets Consumer Need http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf Find the consumer need which will also meet the brand objective #SMX #32A @Karianne
  • 20. Case Studies #SMX #32A @Karianne
  • 22. Charles Schwab #OwnYourTomorrow The Ask: Video testimonials of people who’ve switched financial advisors The Insight: The reasons people switch is emotional and personal The Content: Videos that highlight positive life changes http://ownyourtomorrow.com/ #SMX #32A @Karianne
  • 23. What Makes This Campaign Interesting • Each influencer told the story in their own style • Taps into people’s need for progression • Mixed media • Drove conversation about passions and positive change #SMX #32A @Karianne
  • 24. Results: 7 weeks 9 videos 100+ pieces of micro content 1.5M+ video views 7K video likes 14K+ social shares Vimeo Staff Pick #SMX #32A @Karianne
  • 25. AT&T’s @SummerBreak The Insight: • Young Millennials love their phones • They don’t give a shit about their phone carrier The Content: • Reality show told in a new way through social media and mobile technology • Viewers were part of the experience #SMX #32A @Karianne
  • 26. What Makes This Creatively Innovative • Real time reality • Mixed media • Always on • Multiple points of view • Multiple platforms • Audience feedback drives the story #SMX #32A @Karianne
  • 27. INSTAGRAM 3,318 likes 134 comments 4,546 likes 1,278 retweets 425 favorites 855 retweets 508 favorites TWITTER 1,918 retweets 765 favorites 5,038 notes 1,553 notes TUMBLR 691 notes 8,498 notes VINE 428 likes 929 likes #SMX #32A @Karianne
  • 28. Results: 9 weeks 6+ hrs of content 84 videos 1000+ pieces of custom art 11,000+ tweets 644MM total impressions 15.3MM total views 10.4 MM consumer social engagements 350K subscribers picked up for a second successful season #SMX #32A @Karianne
  • 29. Thank You! @Karianne www.kariannestinson.com mediabrandspublishing.tumblr.com karianne.stinson@mbww.com #SMX #32A @Karianne

Editor's Notes

  1. I
  2. I
  3. https://analytics.twitter.com/
  4. http://training.tonyrobbins.com/the-6-human-needs-why-we-do-what-we-do/
  5. Image credit: http://www.scuffletown.org/?p=1827 Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable
  6. Image credit: http://oldsweetwatercottage.blogspot.com/2010/03/crown-me.html Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.
  7. Image credit:http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/ Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result. People want to learn new things, grow and get better. Consider creating content that will help them with that desire. Content that educates and informs can be helpful and engaging for your fans. Can you teach your fans a new lifehack? Or how to use your product in a new way? Something they want to know to enrich their lives.
  8. Image credit: http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/ Relationship is a key need state for driving recommendations. If a brand enables someone to help others they are also more likely to recommend it to others. Build a community and create content that helps your fans connect with you and one another. Often people will connect with a brand online because they want to be part of the inner circle. Give them a behind-the-scenes view of your company and engage with them on a human level. Talk with them, rather than at them. That will help deepen their love for your brand. How you give your fans an opportunity to contribute will depend on the brand. Some brands let their fans choose to which charity they will donate. Others ask for contribution by encouraging fans be ambassadors for your brand. Especially your most avid fans will want a way to spread the love. Give them content that they can share and acknowledge them for their contribution.
  9. Image credit: http://www.print-and-publish.co.uk/wp-content/uploads/2014/03/Row-Of-Books2.jpg Whereas to drive sales a combination of Recognition and Learning is key. Educating people about your product while at the same time listening to their own needs makes consumers far more likely to buy your product.
  10. Content is not just shared online; it is also talked about in the real world. Keller Fay (a research agency dedicated to measuring word of mouth) discovered that 90% of consumer conversation about brands and companies still happen offline. People will naturally continue to talk about topics they are passionate about and ones that keep them connected to their peers.
  11. If we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. The challenge is actually finding the place where consumer need and brand objective meet. Find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the Value Exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship.
  12. Schwab wanted to create a series of testimonial videos of people telling why they switched financial advisors. Fundamentally, the reasons why people leave are similar – whether they are leaving a job, a relationship, a city or a financial advisor. The videos tell the stories of why people left something to make a positive change in their life. It goes beyond the testimonials and taps into human emotion. In a world where investors have long-standing relationships with financial advisors that span decades, it is increasingly difficult to get them to consider another financial advisor. How can we get them to think about exploring what else is out there? Change is hard.  Partnering with Vimeo, we created 9 videos that reveal the challenges people face in making positive change in their life. The films range from animation to documentary and explore why people leave relationships, places, or even states of mind. 
  13. Young Millennials love their phones, but they don’t have brand affinity for their phone carrier. @SummerBreak was a familiar style of entertainment, but told in a new way that involved the audience. The series told the stories of teens just like them and made the viewers feel included and a sense of belonging. A key moment in AT&T’s customer journey is when a kid moves off their family plan and gets their own for the first time. AT&T battles to be relevant or liked by kids at this key moment (16-20) This audience is also redefining how they consume entertainment. (For example: they like some TV shows but consume them on their own terms)
  14. 9 weeks 6+ hrs of content 84 videos 1000+ pieces of custom art 11,000+ tweets 644MM total impressions 21.3MM total views 10.4 MM consumer social engagements 8% youtube engagements 350K subscribers