How To Create Content That Will Generate Mentions And PR
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Advertising 2015 is about quality! Content that makes sense and creates value to people. This presentations takes you through the overall steps of creating great content that people will share and talk about. And if you're really good at it you might even get a lot of PR.
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How To Create Content That Will Generate Mentions And PR
- 1. HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR SLIDES BY NICOLAI ELMQVIST
- 2. ABOUT ME ▸ Nerd in a shirt ▸ Worked with digital innovation and social media for the past 10 years ▸ Former Co-Founder & CEO @ creative digital agency Konstellation ▸ Created 3 tech startups and 1 agency. ▸ Looking for my next big adventure in NYC right now…
- 3. AGENDA: LET’S TALK ABOUT GREAT CONTENT
- 5. THE AD MARKET IS CHANGING RAPIDLY
- 8. SO WHAT IS ADVERTISING REALLY TODAY?
- 9. http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
- 10. ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND CREATES VALUE TO PEOPLE.
- 11. WHAT IS CONTENT?
- 12. CONTENT IS MANY THINGS Articles Videos Pictures Digital servicesWebsite Apps Publications EventseDM Data SoMe PRAds Games
- 14. DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT This is what we’re going to focus on today When you stand on top of somebody - let’s see an example Fast to produce and post
- 15. WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE CONTENT?
- 16. 3 EXAMPLES!
- 17. THE 4 MAGIC INGREDIENTS -ADD PLENTY
- 18. FUNNY SURPRISING EMOTIONAL INNOVATIVE 0 100 0 100 0 100 0 100
- 19. THE GOOD NEWS: YOU ONLY NEED TO USE ONE OF THEM TO MAKE IT WORK
- 20. AND IT’S ONLY A MATTER HOW THE SOUP TASTE - NOT HOW IT LOOKS
- 21. HOW DO I CREATE GREAT CONTENT?
- 22. KNOW YOUR AUDIENCE & TAP INTO THEIR WORLD
- 23. Competitors Core ideaPosition Market Brand Consumer insights Media insights Technology insights CREATE A PLATFORM
- 24. REMEMBER: ONLY USE ONE SIMPLE MESSAGE CONNECTED TO THE BRAND
- 25. Ok - Let’s boost it… Do we really feel that people will… Can we launch it on our own channels … Paid media Earned media Owned media Seeding TV Print Outdoor Banners Events Share Like Comment Write about (PR) Social .com POS etc. IS IT A GREAT IDEA?
- 26. DOES IT WORK CROSS CHANNEL? Activations Social Media Ambassa dors Media co-labs PR Partner ships Events Brand Content Positioning Tailor-made editorial output Producing Foundation Publishing Editorial themes Desired positioning Actual positioning Earned media PremisTarget and KPI’s
- 28. BE BRAVE AND MAD a bit v
- 30. WILL IT BE A VIRAL SUCCESS?
- 31. MAYBE!
- 32. HARD WORK, √ GREAT INSIGHT, √ GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT) GREAT PR EXECUTION IT’SNOTENOUGHREMEMBER
- 34. SELECT KPIS CONNEC- TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES ‣ Mentions ‣ Comments ‣ Shares ‣ Likes ‣ Perception ‣ Brand Love ‣ Subscribers ‣ Reach ‣ Views ‣ Plays ‣ Leads ‣ Direct sales ‣ Consideration Utilization Engagement Brand centricSales
- 35. MEASURING CONTENT CAN BE A REAL BITCH!‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform
- 36. GET THE RIGHT TOOLS TO MEASURE AND MONITOR THE PERFORMANCE
- 37. BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY Always listen to what’s going on out there
- 38. REMEMBER WHAT YOU HAVE LEARNED!!!
- 40. CONTACT ▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: nicolai@elmqvist.dk ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist