#ContentMarketingShow November 2014 Round Up
Three members of Verve Team went to Brighton to take part in #contentmarketingshow. We will present key points from the speakers and what we found interesting.
What content marketers can learn from advertising
How to come up with creative ideas? “An idea is a novel combination of previously commented elements in a way that adds value.”
10 concrete tips on how to create ideas:
- Think about what’s behind the ads
- Mine the web for insights
- Think laterally about your brand
- Try to force connections
- Actively disengage, take a break
- Jump start the light bulb
- Verify your ideas
- Start small
- Practise, practise & practise
Why People Favourite Things – Tweet usefulness, style, and favouriting behaviour
Information-seeker and academic lecturer Max Wilson takes us through his stats and analysis on why people favourite tweets.
He begins with a quick introduction of types of tweet contents and via stats its shown that most tweets are retweets.
Max shows us analyses on what is not getting favourited:
- repeated content and RT with your own comment above
- a tweets that’s too technical
- a spammy tweet with too many numbers involved
The useful tweets are
- personal experience or social knowledge
- tweets with specific information: information, date and price. Or when, where and what.
- 25 reasons were found for favoriting a tweet
- the most common was: “because I liked it”
People favourite tweets for their own good. A favourite list is a “to do list” as in something I need to look into later.
Same as subjective liking, because you create your persona on Twitter and your profile is personal indeed. And this doesn’t come as a surprise, but Max thinks that the trick for a successful social campaign with lots of favourites is the human campaigns.
And if you include kittens then your guaranteed a favourite on a social network like Twitter.
How to ideate like a boss
Be more creative
To have the ability to think of many ideas at the same time to solve the challenges was something Emma highlighted. Another interesting element was about brainstorming. To work in a group can have a negative effect.
- Some of the members can be too egotistical, where they just focus on their own ideas.
- Some of the members can be shy and not contribute as much as they want.
A solution she told us was; brief the team on what is going on. Put pen to paper. (Remove your laptop). Write down ideas for the next 10-15 minutes. Go back to your group and share it.
- Lot of ideas
- Same problem, many ideas
- Create new ideas (rather than repurposing an old idea)
- Show ability
- Make it happen
How to guarantee a 0% response rate from blogger outreach
It’s easy to make mistakes in blogger outreach: Ask for links straight away, don’t address them personally in the email, send a generic email to everyone, ask to do a guest post and in general, ask too much from the blogger. Would you say yes? No. So how about do the opposite:
- Identify your goal, why do you want to outreach a blogger?
- Do your research, you need to know who they are and what they’re interested in.
- Be organised.
- Choose wisely, there’s no point in emailing 100s of bloggers.
- Don’t ask too much from the blogger, there needs to be something in it for them.
- Be polite. If you are rude or just not very friendly or engaging, you won’t get a response.
- Keep in touch. Outreach never ends and you’d be stupid not to keep those relationships going.
Rich content for the cash-strapped
Mindy talked about how to create excellent campaigns with small budget.
- Think simple
- Build over time
- Set expectations and get buy-in
- What can they provide
- Let them understand
- Clear objectives
- Understand your audience
- Target market research
- Competitors research
- Audience personas
- Buy-in from influencers
- Look at social media
- Talk about ideas
- Create a strategy plan and calendar
- What, where, when, how?
Mindy recommends using Facebook ads to test a campaign and see if it works for the target audience.
How to implement an audience engagement strategy using content
Branded3’s Social & PR Manager, Laura works across SEO and Social Media for creative processes.
Laura points out how important it is as a brand to understand your online audience.
- When it comes to engagement with your audience as a brand you need to do an audience engagement analysis
- Find out how your online audience interacts online, for instance: females search more than men.
Where do they hang out, what social networks and websites do they use?
- Understand their behavior: what sites are they engaging with and why?
- Use a tool like BrandWatch.
From there you can create your personas. Hereafter she explains a few brand-considerations: Are people talking about you or are they following you? Who are your social followers and why are they following you?
And then summarizing campaigns:
When creating a non-successful campaign.
- what worked? What didn’t work? If it didn’t work, why was that?
- Focus on the numbers and try and work from them next time.
How many people saw it?
And lastly, what value can I attach to it?
Storytelling tips for you to remember remember
Red Rocket Media services director Stephen considers himself to be a publisher more than a marketer with a background in magazine publishing and that comes across in his approach on stage.
He’s giving us his best storytelling tips:
- Use catchphrases: catchphrases are even more powerful when symbols are attached. Example: the poppy with the phrase: “Remember remember the 5th of November”
- Sometimes you only need one word and one symbol, example: the Movember campaign.
- Catchy headlines: wordplay and alliteration
- Repeat the slogan: make it notable and quotable – use a repeatable statement or fact.
- Episodic memory from weddings, your last job interview, your birthday.
Five images of the biggest highlights can explain a whole event, for instance: Mexico 86.
Get hooked on a feeling
- Memories are categorized with feelings
- The good and the bad / black and white
Examples: Snow White and Star Wars
Hindsight bias: Re-writing judgements, example: makes us use comments like:
“I never liked him”
- Front pages for tabloid magazines: they are shaping our judgement.
Paint a picture: sensory language, set a scene and create memory breadcrumbs.
Trigger recognition: Use consistent imagery
Cliffhangers – The Zeigarnik effect: people remember incomplete or interrupted tasks better than completed tasks. Example: a waiter at a restaurant forgets about the order once it’s been paid for. The brain is built to do more projects at the same time.
- stretch it out
- provoke thoughts
- use familiarity: images and characters
- And lastly, make them want more!
Data is the Rocket Fuel to your content strategy
- Create content is create = Links
- Creating content is cost-effective
- What are they looking for?
- Break it down
- Content that answers a question
He pointed out how important it is to have a content calendar and be flexible with it. When you have the research and topics, wait for the right time to publish.
This will help the brand to get what they are looking for: customers and money.
Digital Video – Getting your hands dirty and avoiding newbie mistakes
Video content is a big deal and will continue to be so. Video, production and post production is more accessible and yet more affordable than ever so content marketers should start using it. Here’s 8 tips on how to succeed and not make the rookie mistakes:
- Don’t be scared to replicate – study the material and films you like and take inspiration from them.
- Sound matters. It really does, so don’t ruin your great footage with bad sound.
- Plan, plan, plan. Don’t just randomly shoot, put the camera away and make a plan. Once you have a plan, you can start shooting and the end result will be a lot better.
- Screen test your people. The loud, funny colleague might not be the best on screen so test them before the shoot.
- Help your editor. Everyone has fun shooting, but too often the material gets dumped into the editor’s hands. Help them instead, they will appreciate it.
- Always remember lighting. Bad lighting can easily ruin a footage so make sure the light is right. You don’t want to find out in the editing room that the footage is useless because the lighting is all wrong.
- Everyone is a director of photography. Even if people in the team don’t know video, if they know photography, they will be able to help you, as video isn’t a big leap from photography.
- Lastly, have fun. That’s the best part of it all.
The power of visual storytelling
Point of view
- Means that anyone can be a director and in the middle of the action
- A good example is how GO-pro uses technology to sell a story.
- Means that a brand create feelings with the custumers.
- This advert from Lurpak is a good example.
The coming out brand
- Here is an example from Expedia in 2012.
<iframe width=”560″ height=”315″ src=”//www.youtube.com/embed/NUbqfcwWj5Y” frameborder=”0″ allowfullscreen></iframe>
- Social media helps to create role models, but not all of them are real beauty.
- Dove illustrated very well with this campaign.
- This Paralympics ads is a good story since it is based on a real story.
Powerful visuals evoke emotions and create deeper engagement.
Starting projects content-first
Designing content first
Content teams need to work together with their design teams for the best outcome.
Put things into context with both design and content.
Design matters. For example don’t have pdf’s all over your website as users cannot actually physically find them through search engines. Turn them into html sites as part of the content of the actual website.
Content needs to be easily accessible for users and this is done through the design process. If the design doesn’t work, the content won’t be useful, as nobody will find it.
If design fails, everything else is bound to fail.
Do not produce content where there is no logic behind it.
We aren’t looking for just another website, we are looking for a website where layered web technologies are being used to create an entity and content that is always accessible.
Organisation, Planning and Scheduling: The Secret To Content Marketing Success
Content Marketing Manager at Koozai James Perrin gives us his best tips on organisation, planning and scheduling.
A survey shows that only 36% of content marketers think they are effective. That means the 74% is disagreeing.
Based on stats from surveys the reason is: lack of time, money, strategy-planning and the ability to develop content.
To convince people that it isn’t true you need to have a good planning and organisation strategy.
Internal communication is effective
Avoid emails and do kick off meetings before beginning a project
Avoid silence. Silence will never solve any problems.
Get your external communication right
In-house campaigns are external. Don’t email your client too often,
make sure you understand them.
Research your client and campaign thoroughly
Use your research to strategise
Project management: assigning projects. Management systems will take you a long way.
An editorial calendar is essential
what, when, where?
Helps keep focus and so that everyone is on the same page
Have a daily plan
Sticky notes, calendarise and prioritise
Coning: where are you most creative/productive. Go there.
Time-blocking: plan your time
3-6-5: 5 people, 5 minutes and 5 ideas complete process after 6 times.
Don’t steal ideas, don’t imitate. Be innovative.
- Daily habits
40% of all decisions throughout your day are based on habits.
Respond to emails at set times.
The 4 Ds (inbox zero) …link
DND or voicemail
Batch or schedule calls
Or “Just say no”
Quick phone call
Group Skype or conference call
Set an Agenda
Make adjustments to daily routines
get fit together. Set goals outside of work.
Otherwise you might fail!
Final though: busy isn’t productive!
Consume customer consciousness for colossal content creation
There are two problems in the content marketing industry today.
- Creating ideas.
- How to sell the content.
He explained how important it is that the editorial and sales team work close together to run the business and highlighted that we need to know our audience better.
Solutions, find out as much as you can about your audience. Start searching on the site, crawl forums, find out what they are speaking about and, most important, talk to people. Next step is to audit your content. Which means create questions for personas with different categories. This will help you to get a better overview and will let you know at which stage to target your audience.
Ideas! – The First, The Last, The Everything.
Experience in producing and advertising, Head of Content & Creative Director at Wise Buddah Content
The ability for a brand to use entertainment as a tool to solve brand challenges
Radio/TV Producer: How do I entertain people?
Everything is content. Good content is winning time.
When will they watch it, where, ex. BBC has problems.
Nike: look at the competitors. Consider the audience: TV channel, relevant TV channels.
Entertainment team asks: ex. idea for a tv show,
Audience need or interest?
Brand challenge + Audience need = Branded entertainment
What is the reason they’re spending the money? Is there a particular audience?
Netflix: “Orange is the new black”
Honda – the other side
The 21st century content agency
It works both ways. No content without advertising, no advertising without content!
This was a short wrap up from Team Verve, hope you found it useful. Please leave a comment if you have something to contribute.
See you next year!