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What's Your Content IQ? Strategies to Solve Real-World Brand Challenges
The document discusses the challenges and strategies brands face in the current attention economy, emphasizing the necessity of creating quality content that engages audiences. It highlights two case scenarios where brands successfully leveraged community engagement and interesting storytelling to attract attention and build relationships with their target audience. The document concludes with a call for brands to understand their audience's needs and preferences to effectively communicate and build trust.
What's Your Content IQ? Strategies to Solve Real-World Brand Challenges
- 1. What’s Your Content IQ? Strategiesto Solve Real- World Brand Challenges
- 2.
- 3. Hi, I’m Andrew Iam: VP, Digital Experience at TMG Involved with all sorts of clients’ digital communications @hanelly
- 4. Hi, I’m Kim Iam: SVP, Content at TMG Creator and executor of branded visions @kimcaviness
- 5. And this isTMG Quality content on every page, screen, platform and device.
- 6. And this isTMG Quality content on every page, screen, platform and device.
- 7.
- 8. What are youtalking about? The new attention economy A call to arms for brands Three real-world scenarios Parting shots
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- 10. “Add this tothe endangered list: blank spaces.” - Louise Story, New York Times, 2007
- 11. “We’ve gone frombeing exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today.” - Jay Walker-Smith, Yankelovich Consumer Research, 2010
- 12. “We’ve gone frombeing exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today.” - Jay Walker-Smith, Yankelovich Consumer Research, 2010
- 13. Our exposure tomedia is at an all-time high 1960 Today 5 hours per day 12 hours per day
- 14. Every 60 seconds… 571 new websites are created
- 15. Every 60 seconds… 3,600 photos are sent to Instagram
- 16. Every 60 seconds… 48 hours of video are uploaded to YouTube
- 17. Every 60 seconds… Tumblr publishes 27,778 new posts Romain Toornier
- 18. Every 60 seconds… 204,166,667 emails are sent
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- 20. Every 60 seconds… 300,000 pieces of postal mail arrive
- 21. Every 60 seconds… People Google about 2 million things - Jay Walker-Smith, Yankelovich Consumer Research, 2010
- 22. Every 60 seconds… Facebook is updated 684,478 times
- 23. Every 60 seconds… 47,000 apps are downloaded from iTunes - ilamont.com on Flickr
- 24. And we’re allwalking around like this - UltraSlo1 on Flickr
- 25. “If Your KidsAre Awake, They’re Probably Online” Kids spend 7.5 hours with media per day Henriksent on Flickr
- 26. But, on average,people think the average message they encounter is below average. - DairDair on Flickr
- 27. That will notstop the rise of ‘content marketing’
- 28. And more messagesare on the way 93% of brands will be socially active by 2014
- 29. A sign ofthe times?
- 30. A call to armsfor brands
- 31. “Understanding and managingattention is now the single most important determinant of business success.” - Davenport
- 32. “People don’t readads. They read what interests them. Sometimes it’s an ad.” - Howard Gossage
- 33. The rest ofthe time it’s content.
- 34. Give the peoplewhat they want 74% of people prefer to learn about brands via articles instead of ads
- 35. Earn trust andbuild relationships believe companies that provide branded content are interested in building good relationships with them
- 36. Help them makebetter decisions, like buying from you 68% say branded content helps them make better purchasing decisions
- 37. Be simple. Beuseful. Be interesting. Or be ignored.
- 38. And don’t tryto fake it. They can smell that.
- 39. The Venn diagramof strategic relevance
- 40. To love youraudience is to serve your audience. Think: What keeps your audience up at night? What are their aspirations and goals? What kind of music do they listen to?
- 41. Is this culturallyrelevant? Think: Is it “of the now” among my audience? Is it naturally engaging? Is the tone sensitive to all audience needs?
- 42. Is this rightfor the brand? Think: Does it fit with our tone and worldview? Does it engage or alienate our core audience? Does it contribute to an actual business objective?
- 43.
- 44. Two scenarios: What wouldyou say if I asked you: How do you get 250 bloggers to talk about your brand? How do you get your entire industry to watch an hour’s worth of video?
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- 46. How do youget 250 bloggers to talk about your brand? (In a good way …)
- 47. The opportunity Blogs havethe audience: 72% of people read blogs regularly Blogs have the influence: 66% of people buy based on blogger recommendations
- 48. The challenge Blogs andbrands don’t always mix. 39% of bloggers say they never mention product names or brands on their blogs 42% of bloggers describe their relationship with brand representatives as “unfavorable”
- 49. How do youget 250 bloggers to talk about your brand? The parameters: You sell consumer electronics Your audience is mostly male, kinda geeky … You have a company blog with a fair amount of content
- 50. The big idea Wediscovered, vetted and published a “best of” list featuring the most relevant bloggers in the vertical
- 51. The logic Because itwas editorially vetted, this put us on their radar and in a favorable light. It was an attempt to make the first step in building a relationship.
- 52. The logic We wantedto make it more than a one-off, we wanted a lasting relationship via content.
- 53. The logic We didit for five separate industry verticals. (Spread out over the course of a year.)
- 54. The payoff Increases in: Visits Pageviews Timeon site Inbound links Social engagement
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- 56. How do youget 100,000 people to watch an hour’s worth of video?
- 57. How do youget 100,000 people to watch an hour’s worth of video? People love video. 180 million people watch video online monthly The average user watches 4.3 hours per month
- 58. How do youget 100,000 people to watch an hour’s worth of video? But keeping their attention is tough. ~20 seconds ~30 seconds ~60 seconds - ReelSEO, 2012
- 59. How do youget 100,000 people to watch an hour’s worth of video? Remember, cat videos are awesome, but they don’t tend to make money.
- 60. How do youget 100,000 people to watch an hour’s worth of video? The parameters: Your business is running B2B trade show events Your audience are jewelry retail store owners They’re not super tech savvy
- 61. The big idea Wecreated a made-for-web branded entertainment series with strategic product placement.
- 62. The logic We borrowedfrom pop culture: a challenge, some conflict, and a dramatic conclusion.
- 63. The logic We borrowedfrom pop culture: a challenge, some conflict, and a dramatic conclusion.
- 64. The logic We brokeit into 13 episodes, supported it with editorial coverage, and coordinated the big reveal to happen at the annual show.
- 65. The logic We wovethe sponsor into the content instead of interrupting.
- 66. The payoff Increases in: Visits Pageviews Timeon site Inbound links Social engagement
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- 69.
- 70. Connect with us! KeithSedlak SVP, Client Partnerships ksedlak@tmgcustommedia.com 646.783.3755 engage.tmgcustommedia.com Andrew Hanelly VP, Digital Experience facebook.com/tmgDC ahanelly@tmgcustommedia.com 202.530.8053 @hanelly @tmgmedia Kim Caviness SVP, Content linkedin.com/company/tmgDC kcaviness@tmgcustommedia.com 202.721.1442