This document discusses challenges in creating content for seemingly uncontent-friendly products and provides strategies to address those challenges. It notes that products like credit trackers, second looks, and new lines of business can be difficult to build content for due to unclear metrics, brand new concepts, and lack of brand awareness. The document recommends using stories, videos under 1 minute, reviews, referrals and customer feedback to engage audiences. It advocates testing different content types across platforms like websites, mobile, emails and Facebook ads to improve metrics like time on site, conversions and purchase likelihood.

1. CREATING CONTENT
FOR THE SEEMINGLY
UNCONTENT-FRIENDLY
PRODUCTS
PA M E VA N S , M O D E R ATO R
V I C E P R E S I D E N T, P R E M I U M F R A N C H I S E B R A N D S
LOGO HERE

2. CREATING CONTENT
FOR THE SEEMINGLY
UNCONTENT-FRIENDLY
PRODUCTS
Pam Evans
Vice President, Interactive Marketing, Premium Franchise Brands
Lisa Charlebois
Group Creative Director, Rosetta
Elli Hanson,
Creative Strategist / Artist In Residence (AIR), Ogilvy & Mather
Jalaj "JJ" Jha,
Senior Director, Digital Products & Marketing Strategy, Capital One

3. CHALLENGE -- STANDING OUT
• R E V I E W S A N D T E S T I M O N I A L S
LOGO HERE

4. LOGO HERE
S TO RY T E L L I N GS TO RY T E L L I N G
Grace Rhodes, Franchise Owner
59% viewers watch a video to completion
under 1 minute in length

5. LOGO HERE
S TO RY T E L L I N GS TO RY T E L L I N G
Grace Rhodes, Franchise Owner
59% viewers watch a video to completion
under 1 minute in length

6. 6
 Story that attracts on multiple platforms
 Inbound Content Marketing
“Life is Short, Clean Less”Videos Deliver:
 88% more time on websites
 70% better conversions
 64% of consumers are more likely to buy

7. 7
S TO RY T E L L I N G

8. FACEBOOK ADS REACH PROSPECTS

9. KEY TAKE AWAYS
 Use Stories that connect with your target audience needs
 Videos on website, mobile and emails improve conversions
 Facebook Ads and Video on its Native Player improve
conversions

10. Rosetta
Lisa Charlebois
Group Creative Director, Rosetta

11. Elli Hanson
Creative Strategist, OgilvyOne NY

12. WHAT WE DO
Our approach to customer
engagement
DAVE is OgilvyOne’s unique framework for developing Customer Engagement
solutions that unlock previously untapped value. From initial strategy to
creative to execution, it is a process that brings data and big ideas together to create
personal customer experiences.

13. WHAT WE DO
Our approach to customer
engagement

15. “Play is the highest form of
research.”
- Albert Einstein

16. IBMblr
The play machine

17. WHAT WE DO
Our approach to customer
engagement

18. KEY TAKEAWAYS
Three …
I. Snackable II. Context III. Valuable

19. KEY TAKEAWAYS
Three …
I. Snackable II. Context III. Valuable

20. KEY TAKEAWAYS
Three …
I. Snackable II. Context III. Valuable

21. Tweet me @ellimax
& Check out IBMblr.tumblr.com

22. Capital One
Jalaj "JJ" Jha,
Senior Director, Digital Products & Marketing Strategy, Capital One

23. Summary
Examples of products where content is not
easy to build
Credit tracker
Second look
New line of business – Investing, Small
business

24. Summary
Reasons why it is tough to build content
Unclear metrics
Brand new concept
Lack of brand awareness

25. Summary
How to manage such content
Video
Customer back thinking and design
Reviews and referrals

26. QUESTIONS?

27. - In a mobile first world how should we think about
content?
- Are you taking advantage of real time content
opportunities?
- Do you have any tips and tricks on how to manage
content?
QUESTIONS?