Beyond slogans - Creating Emotionally Relevant Content
-
Upload
gary-edgar -
Category
Marketing
-
view
8.105 -
download
1
Transcript of Beyond slogans - Creating Emotionally Relevant Content
![Page 1: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/1.jpg)
BEYOND
CREATING EMOTIONALLY RELEVANT CONTENT
@garyedgar
SLOGANS
![Page 2: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/2.jpg)
![Page 3: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/3.jpg)
![Page 4: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/4.jpg)
![Page 5: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/5.jpg)
REALTIMEMARKETING
![Page 6: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/6.jpg)
![Page 7: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/7.jpg)
The original promise of social media…
ConversationsDialogueInteractions
![Page 8: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/8.jpg)
Instead we get
stuff like this
![Page 9: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/9.jpg)
![Page 10: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/10.jpg)
People are looking for answers, information and help.
![Page 11: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/11.jpg)
of people are using the web to research products
90%
![Page 12: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/12.jpg)
Is this what you want them find?
![Page 13: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/13.jpg)
![Page 14: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/14.jpg)
Loyalty?
![Page 15: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/15.jpg)
![Page 16: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/16.jpg)
We are the gatekeepers to the brand’sstory
![Page 17: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/17.jpg)
EXAMPLES
![Page 18: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/18.jpg)
• Heineken - Dropped
![Page 19: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/19.jpg)
30 videos35 million+ viewsAcross 208 countriesLonger videos saw 90% more engagement
![Page 20: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/20.jpg)
![Page 21: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/21.jpg)
![Page 22: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/22.jpg)
![Page 23: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/23.jpg)
What do they have in common?
![Page 24: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/24.jpg)
$$$$$
![Page 25: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/25.jpg)
![Page 26: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/26.jpg)
5 KEYS TO DEVELOPING AWESOME CONTENT
![Page 27: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/27.jpg)
Understand your audience, and give them what they want
1
![Page 28: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/28.jpg)
Do the research: Who are your fans? What speaks to them? What do they care about?Most importantly, always approach them like people, not demographics
![Page 29: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/29.jpg)
Create emotional connections
2
![Page 30: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/30.jpg)
![Page 31: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/31.jpg)
Motivate people, make them feel part of something
3
![Page 32: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/32.jpg)
Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
![Page 33: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/33.jpg)
Integrate:Don’t rely on one channel
4
![Page 34: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/34.jpg)
![Page 35: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/35.jpg)
Inform AND entertain
5
![Page 36: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/36.jpg)
Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
![Page 37: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/37.jpg)
1. Know your audience2. Create emotional
connections3. Make them feel part of
something4. Integrate5. Inform and entertain
![Page 38: Beyond slogans - Creating Emotionally Relevant Content](https://reader035.fdocuments.net/reader035/viewer/2022081521/53ee68398d7f72633d8b824c/html5/thumbnails/38.jpg)
Thanks@garyedgar