The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
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Transcript of The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016
![Page 1: The Secrets to Making Your Content Marketing Relevant, Melanie Deziel, Social Fresh Conference 2016](https://reader035.fdocuments.net/reader035/viewer/2022070601/588837811a28ab7a298b4ec9/html5/thumbnails/1.jpg)
The Secrets to Making Your Content Marketing
Relevant#
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THERE IS NO SUCH THING AS
“GOOD CONTENT” #socialfresh
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“CON” + “TEXERE”together + to weave
#socialfresh
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Prefer articles to ads
Content is valuable
#socialfresh
67%
companies that provide content want to build a good relationship with me
73%
78%
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#socialfresh
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But first…
#socialfresh
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Identify TheirPOWER
Know YourPEOPLE
Find TheirPLACE
#socialfresh
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IDENTIFY THEIR POWER
#socialfresh
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What does the brand actually have the authority to speak about?
#socialfresh
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#socialfresh
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Of people t rust educat ional content
from businesses in their area of
expertise
#socialfresh
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PRODUCT & features
ROLE in consumers’ lives
EMOTIONS & thoughts provoked
PRE
FIND THE AREA OF AUTHORITY
#socialfresh
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KNOW YOUR PEOPLE
#socialfresh
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What is our target audience most interested in, and what do we know about the content they
consume?
#socialfresh
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More visual focus
Higher lift in brand affinity
Higher purchase intent
CONTENT VS. STANDARD ADS
#socialfresh
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• 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
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FIND THEIR PLACE
#socialfresh
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Where would this content fit best?How will people discover the
content?
#socialfresh
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CONTENT WITHOUT DISTRIBUTION
#socialfresh
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ENDLESS POSSIBILITIES
#socialfresh
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DISTRIBUTION AT (YOUR) SCALE
#socialfresh
of local independent news sites sell native
advertising
51%
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#socialfresh
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#socialfresh
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FORMAT#socialfresh
DETERMINESSTORY
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PUTTING IT ALL TOGETHER:CASE STUDY
#socialfresh
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Streaming TV
Trends
Visually driven tech enthusiasts
Interactive Page
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InteractiveScroll
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Reported Piece
User Poll
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LiveTickerWithClientData
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Timeline
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Prison Life (OITNB)
Streaming TV
Trends
Visually driven tech enthusiasts
Entertainment/humor seekers
Interactive Page GIF list
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List Format
GIFs fromthe show
OITNBSocialFeeds
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Playful, irreverent,conversatio
nal tone
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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
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Interactivescrolling
page 1500-wordreported piece
(that’s me)Socialshare
buttons
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Scrolling animations
Pull-quotesand stats
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Three-part mini-
documentary
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Audio intervie
ws
Photo Gallery
Infographics
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Brandedbanner
Resources
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INNOVATION HAPPENS AT THE INTERSECTION.
THAT’S WHERE NEW IDEAS COME FROM.
— Emilie Wapnick #AAN2016