The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
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The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
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The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
- 1. The Secrets to Making Your Content Marketing Relevant #
- 2. THERE IS NO SUCH THING AS “GOOD CONTENT” #socialfresh
- 3. “CON” + “TEXERE” together + to weave #socialfresh
- 4. Prefer articles to ads Content is valuable #socialfresh 67 % companies that provide content want to build a good relationship with me 73% 78%
- 5. #socialfresh
- 7. Identify Their POWER Know Your PEOPLE Find Their PLACE #socialfresh
- 9. What does the brand actually have the authority to speak about? #socialfresh
- 10. #socialfresh
- 11. Of people trust educational content from businesses in their area of expertise #socialfresh
- 12. PRODUCT & features ROLEin consumers’ lives EMOTIONS& thoughts provoked P R E FIND THE AREA OF AUTHORITY #socialfresh
- 14. What is our target audience most interested in, and what do we know about the content they consume? #socialfresh
- 15. More visual focus Higher lift in brand affinity Higher purchase intent CONTENT VS. STANDARD ADS #socialfresh
- 16. • What questions do they have? Social comments, Customer service hotline/chat, Google autocomplete, Top FAQ pages, etc. • What do they engage with most? Likes, Shares, Comments, Follows, Email, Engaged time, etc. • Who do they trust? Sources, Influencers, Publications, etc. • What are their content preferences? Preferred formats, Time of day, Day of the week, Device used, etc. TARGET FIRST, AT EVERY STAGE #socialfresh
- 18. Where would this content fit best? How will people discover the content? #socialfresh
- 21. DISTRIBUTION AT (YOUR) SCALE #socialfresh of local independent news sites sell native advertising 51 %
- 22. #socialfresh
- 23. #socialfresh
- 25. PUTTING IT ALL TOGETHER: CASE STUDY #socialfresh
- 26. Streaming TV Trends Visually driven tech enthusiasts Interactive Page
- 30. Timeline
- 31. Prison Life (OITNB) Streaming TV Trends Visually driven tech enthusiasts Entertainment/h umor seekers Interactive Page GIF list
- 32. List Format GIFs from the show OITNB Social Feeds
- 34. Prison Life (OITNB) Streaming TV Trends Visually driven tech enthusiasts Entertainment/ humor seekers Interactive Page GIF list Fact-driven, politically conscious skeptics In-depth reporting
- 35. Interactive scrolling page 1500-word reported piece (that’s me) Social share buttons
- 40. INNOVATION HAPPENS AT THE INTERSECTION. THAT’S WHERE NEW IDEAS COME FROM. — Emilie Wapnick #AAN2016
Editor's Notes
- There is no such thing as “Good content.” Bold, I know. But bear with me… A “good game” depends on which team you came to the stadium to cheer for. A “good date” when you’re 16 is not the same as a “good date” when you’re 36. A “good meal” at the end of a long night out with friends is not the same as a “good meal” the morning after a long night of partying. And just the same, good content on Sports Illustrated is not the same as a good content in EW, is not the same as good content in Golf, or in Health, or on Essence, or People. So many factors influence our idea of what is “good.” Our age, gender, state of mind, experiences, and especially our expectations. There is no such thing as “good content.” There is only Content In Context.
- There is no such thing as “Good content.” Now, I don’t mean that all of it is horrible. There’s a lot of great work out there. What I DO mean is that there is no single definition of what makes “good content.” It all comes down to relevance. So there’s not “good content,” only Content In Context.
- That’s where context comes in. It comes from the Latin “Con” and “Texere,” and literally means “to weave together.” It’s the surroundings, the environment, situation or circumstances… all the things adjacent to something that combine to create a complete picture. So when we’re calling content “native,” we’re really referring to the relationship between the content itself and the environment where we’re experiencing it. That’s what native advertising should be – a natural weaving together of a brand’s message, a publisher’s stroytelling and the audience’s interests. when that fit lines up… you just know. It’s not disruptive or distracting, like some other kinds of ads. It’s natural. It’s organic. It’s native.
- And when content is relevant, presented in context, it works. In fact… http://contentmarketinginstitute.com/2011/03/new-research-custom-content-marketing-surges-with-cmos-consumers/
- But for any of you who are actively creating this content, whether it’s for your social channels, your blog, or for a partnership with a publisher, you know it’s not easy to create… We’d like to think you just come up with an idea but there are so many things that influence it…. (3 clicks fill cloud)
- I’m going to tell you! But before I give away the secrets, I need something from you: Someone throw out a brand or a product for me — could be your brand, or a brand you love, or just some object that happens to be in your line of sight right now. We’re going to do some contextual content strategy LIVE! <pick a suggestion>
- These threePs are the key to a perfect partnership for putting your content in context and making sure it’s relevant. I’ll go through each one individually.
- You start by identifying your power to speak on a topic with authority. If you can’t talk about your product (and I’m telling you you can’t) then what CAN you talk about. Plenty, it turns out. And consumers will actually listen.
- How many of you have every baked a cake from a box? (hands raise). Ok, and when you flip over that box, have you ever said “I don’t think I can trust the Pillsbury dough boy on this one!” No. you trust them, not only for the cake recipe, but for the frosting recipe, and the cake decorating tips. How does this work?
- Well, 74% of people trust educational content from a brand in its area of authority. That second part, though is key!So you have to know what that area of authority is.
- Here’s how you figure it out.
- The next key? Know your people. Your audience.
- When compared to standard banners, native ads receive…. So it may be worth digging a little deeper into your audience profile to see how you can best provide content for them. http://www.sharethrough.com/portfolio-item/ipg-study/
- Let your audience guide your content. They tell you what they want, in their questions, their likes, their comment and their shares. Listen.
- We spend all this time and effort building content, whether it lives on our blog our social channels or a publisher partner’s site, but if we don’t spend as much time thinking about distribution, we’ve uilt ourself a mansion with no way in. The key is to create as many entryways to your content as possible, to ensure consumers can.. Well.. Consume it!
- There are so many ways to distribute content, some dependent on the format it takes. Everything from the biggest wide-screen where the Lego movie debuted, down to the smallest screen where a promoted tweet scrolls by. Every social network, virtual reality headset, app, email newsletters, in store…. The possibilities are endless.
- But you don’t need them all… http://towknight.org/2016/05/micheles_list_2016_survey_results/
- Our own little bakery here, freshtreats. Promoted FB video – hands and pans, DIY tips. Instagram, glamour shots of our food.
- (explain outbrain) promote alongside other food content to food lovers.
- Just choose the format that best tells the story, and put it in the environment where it flourishes.
- Those are the three Ps, in a nutshell. But let’s put it into action with a case study.
- Netflix, a darling of the industry: Identifying two things they have the power to talk about Finding groups of people who’s be interested in that Finding the places where those people seek information Dressing the part to fit in in those environments
- Netflix, a darling of the industry: Identifying two things they have the power to talk about Finding groups of people who’s be interested in that Finding the places where those people seek information Dressing the part to fit in in those environments
- Netflix, a darling of the industry: Identifying two things they have the power to talk about Finding groups of people who’s be interested in that Finding the places where those people seek information Dressing the part to fit in in those environments
- Widely covered in industry press Appeared in most-emailed module Praised by NYTimes editorial staff Won multiple industry awards Top 2% of content on NYTimes.com in 2014
- It’s not about how “good” something is. It’s about the CONTEXT.