From Business Objectives to Meaningful Content
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At Advance we believe that the key to creating meaningful content on all channels - and specifically in social media - is to develop a coherent brand experience for the consumer at every touch point. We do this through a 5-step process, defining the brand, leveraging key insights about the target group, and mapping the customer journey. This way we can identify where brand purpose and customer needs meet to create a narrative that allows us to develop meaningful content.
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From Business Objectives to Meaningful Content
- 1. From Business Objectives to Meaningful Content #SMWadvance @mettn @starby
- 8. Meaningful content It is: Authentic and a reflection of why the brand exists and who they are ! Addressing a need and/or solving the consumer’s “problem” ! Useful meaning it is: - Relevant - Gives information - Entertains - Adds value It is not: Interrupting ! Just about producing something that goes viral ! Generic ! Overpraising and exaggerating the brand benefits @mettn @starby
- 10. A 5-step process Theoretical Components Practical Components 3. Channel Strategy Planning 4. Execution 2. Content Framework 5. Governance 1. Core Strategy @mettn @starby
- 11. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance CORE STRATEGY ! ! Business Objectives Brand Identity & Position Marketing Strategy 1 @mettn @starby
- 12. Task #1 Task #2 Task #3 @mettn @starby
- 13. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 2 CONTENT STRATEGY ! ! Brand Purpose & Tone of Voice Target Audience – persona & journey Content sweet spot @mettn @starby
- 14. Buy/Experience with the brand Sharing an experience Needing/wanting something @mettn @starby
- 16. Content Framework Piz Buin example Strategic tasks Purpose & Belief Narrative Consumer needs Content objectives Desired response @mettn @starby Marketing strategy Insert'marke+ng'strategy' Insert'belief' Insert'purpose' Insert'narra+ve'(consumer'facing'communica+ons'idea,'not'footprint)' Insert'descrip+on'of'narra+ve' Consumer'need'#1' Consumer'need'#2' Consumer'need'#3' Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on' Insert'desired'response' Insert'desired'response' Insert'desired'response' Task'#1' Task'#2' Task'#3' Content'objec+ve'#1' Content'objec+ve'#2' Content'objec+ve'#3'
- 17. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 3 CONTENT STRATEGY PLANNING ! ! Defining which channels our content should be in and the role of these channels @mettn @starby
- 19. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance EXECUTION: ! ! Executing content that is relevant according to the previously defined strategy and framework. ! ! ! 4 @mettn @starby
- 20. Creation Branded content across multiple platforms Partnerships Narrative Themes Channels Events @mettn @starby
- 21. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance GOVERNANCE ! ! Know the stakeholders ! Know the regulatory environment inside out ! Know what works 5 @mettn @starby
- 22. Ongoing process Core Strategy Content Framework Channel Strategy Planning Governance Execution @mettn @starby
- 23. Link to business objectives Create a toolkit Be engaged Key take outs: @mettn @starby