An updated version of Principles of Good Content, used to present at Marquette University in it's Content Strategy class.

1. HANSON DODGE CREATIVE
Making the world more active.™

2. @sarahvanelzen

3. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
What is content?
3

4. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
4
Campaigns.
TV spots.
Online ads.
Press releases.
Videos.
Tweets.
Articles.
White Papers. Slides.
Facebook posts.
Blogs.
Social ads.
Webinars.
eBooks.
What is content?

5. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
79% of time
online is spent
interacting
with content.
5
Source: Content Marketing Institute

6. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
Content strategy
verses
Content marketing
6

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@sarahvanelzen
Content strategy delves deeper into the
creation, publication, and governance
of useful, usable content. It seeks to manage
content as a strategic asset across the
entirety of the organization.
7

8. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
Content marketing is a marketing
technique of creating and
distributing relevant and valuable
content to attract, acquire, and
engage a clearly defined and
understood target audience — with the
objective of driving profitable
customer action.
8

9. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
What is good
content marketing?
9

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@sarahvanelzen
10

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@sarahvanelzen
11
Educational, provides
facts or details
Principles of Good Content
#1 Informative

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@sarahvanelzen#1 Informative

13. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
47% of all social
posts contain
content-
sharing links
13
Source: MarketingProfs
#1 Informative

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@sarahvanelzen#1 Informative

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@sarahvanelzen#1 Informative

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@sarahvanelzen#1 Informative

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@sarahvanelzen
17

18. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
18
Inspirational, joyful,
heartwarming
Principles of Good Content
#2 Emotional

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@sarahvanelzen
#2 Emotional

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@sarahvanelzen
#2 Emotional

21. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.21
@sarahvanelzen
#2 Emotional

22. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22
@sarahvanelzen
#2 Emotional

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@sarahvanelzen
#2 Emotional

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@sarahvanelzen
24

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@sarahvanelzen
25
Honest and open, easy
to understand
Principles of Good Content
#3 Transparent

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@sarahvanelzen
#3 Transparent

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@sarahvanelzen
#3 Transparent

28. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.28
@sarahvanelzen
#3 Transparent

29. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29
@sarahvanelzen
#3 Transparent

30. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30
@sarahvanelzen
#3 Transparent

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@sarahvanelzen
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@sarahvanelzen
32
Designed for a practical
purpose, solves
problems, productive
Principles of Good Content
#4 Useful

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@sarahvanelzen#4 Useful

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@sarahvanelzen#4 Useful

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@sarahvanelzen#4 Useful

36. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.36
@sarahvanelzen#4 Useful

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@sarahvanelzen#4 Useful

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@sarahvanelzen
38

39. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
39
Causes laughter,
happiness, enjoyment
Principles of Good Content
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
#5 Amusing

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@sarahvanelzen
50% of people
talk with
friends after
watching a video
46
Source: Google Think

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@sarahvanelzen
47

48. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
48
Leads to a business
deal, conversion or sale
Principles of Good Content
#6 Transactional

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@sarahvanelzen
#6 Transactional

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@sarahvanelzen
#6 Transactional

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@sarahvanelzen
Posts with photos
attract 120% more
engagement than
the average post
51
Source: Wishpond

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@sarahvanelzen
#6 Transactional

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@sarahvanelzen
#6 Transactional

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@sarahvanelzen
54

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@sarahvanelzen
55
Searchable, targeted,
result provides
expected outcome
Principles of Good Content
#7 Optimized

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@sarahvanelzen#7 Optimized

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@sarahvanelzen

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@sarahvanelzen
58
@sarahvanelzen

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@sarahvanelzen
59
Relates to the audience,
specific, personal
Principles of Good Content
#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen
#8 Relevant

65. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
Posts with less
than 80
characters get
66% more
engagement
65
Source: Track Social

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@sarahvanelzen
#8 Relevant

67. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67
Results
250+ total stories
53 million+ media impressions
200+ TV mentions
At least two TV crews covered the event each day
Opening Day: 4 TV crews, 2 news choppers, print feature
1,664,614 Facebook impressions gained during the event
1,260,986 Twitter impressions gained during the event
@sarahvanelzen
Principles of Good Content
#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen#8 Relevant

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@sarahvanelzen
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@sarahvanelzen
71
Smart, clever and able
to move quickly. Also
known as “newsjacking”
Principles of Good Content
#9 Agile

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@sarahvanelzen#9 Agile

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@sarahvanelzen#9 Agile

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@sarahvanelzen#9 Agile

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@sarahvanelzen#9 Agile

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@sarahvanelzen#9 Agile

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@sarahvanelzen
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78. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
78
Upholds brand position,
values and voice
Principles of Good Content
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
#10 Brand-driven

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@sarahvanelzen
Want a copy of the poster?
Drop a business card, tweet me
@sarahvanelzen or email
svanelzen@hansondodge.com

88. HANSON DODGE CREATIVE
Making the world more active.™