content people crave: tips for creating content people will love and share by karianne stinson
Post on 12-Nov-2014
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#SMX #32A! @Karianne!
Content People Crave!Tips for Creating Content People Will Love and Share!
!!!
Karianne Stinson!Senior Strategist at Mediabrands Publishing!
#SMX #32A! @Karianne!
Karianne Stinson!Senior Strategist!Mediabrands Publishing!@Karianne!!
#SMX #32A! @Karianne!In order to be successful, SEO, social media and content marketing !
should all work collaboratively.!
Optimized Content Marketing!
Content Marketing!
Social Media!SEO!
#SMX #32A! @Karianne!
Media Consumption is Up!
In media terms, your audience is consuming more and more content!
Listening to music is up!
⏏200% !
Reading of magazines is up!
⏏100% !
Reading of books is up!
⏏66% !
Accessing social networks is up!
⏏150% !
Watching videos is up!
⏏250% !
#SMX #32A! @Karianne!
Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats & http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html !
of people prefer to get information about an organization through a series of articles
rather than in traditional advertising!
of consumers trust brand content!
Of consumers spend time reading content
from a brand they are interested in!
of consumers feel that organizations behind the content are interested in
building good relationships!
of consumers find custom content
useful!
68%!69%!73%!90%! 78%!
People Trust and Value Brand Content!
#SMX #32A! @Karianne!
When asked, peopleare not
satisfied with contentfrom brands!
What: !The content is not always relevant to what I want!!!Where: !The content is not in the channels that I frequent!!!When: !The content is only available when the brand wants to tell me something!
#SMX #32A! @Karianne!
The Golden Rule!
Treat Others the Way You
Want to be Treated.
#SMX #32A! @Karianne!Don’t create the content you or your company wants. Create what your
current and potential customers want.!
The Platinum Rule
Treat Others the
Way THEY
Want to be Treated.
#SMX #32A! @Karianne!Use the data to know what topics and types of content your audience likes.!
Know What Content Your Target Audience Likes!
#SMX #32A! @Karianne!From the UM Wave 7: Cracking the Social Code – The Story of Why
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !
Even the Most Superficial Social Media Activity is Driven by a Human Need!
#SMX #32A! @Karianne!UM Wave research over the last 7 years across 65 countries found 5 human
and fundamental needs underpin all social behavior!
Content Should Appeal to a Human Need!
#SMX #32A! @Karianne!40% of people who say they want entertaining experiences from brands say
that these experiences make the brand more desirable!
Diversion!
#SMX #32A! @Karianne!Make your fans feel special!!
Recognition!
#SMX #32A! @Karianne!Create content that is informative and useful!
Progression!
#SMX #32A! @Karianne!Give your fans more reasons to love your company and a community where
they can bond with one another!
Relationship!
#SMX #32A! @Karianne!Don’t just talk to your customers about your products, !
listen to their needs as well!!
Learning!
#SMX #32A! @Karianne!While diversion is still strong, learning, relationships and recognition are growing !
Why People Join Brand Communities!
RELATIONSHIP
RECOGNITION
DIVERSION
LEARNING
PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Feel part of a like-minded
community Share my
appreciation with others
It was recommended to
me
Support a cause I like
Get free content
Fill time/have fun
Develop my skills
Associate with something I think
is cool
Get a personal response to an issue/complaint
Contact companies &
influence development
Get advance news about products
Learn more about it
Wave 6
Wave 7
#SMX #32A! @Karianne!
Why People Unlike a Brand Page!
Think about your fans and what THEY want if you want to keep them around!!Study done by UM London www.littlebookofcuriosity.co.uk #LBOC!
11%!
21%!
22%!
24%!
27%!
45%!
Page Dormant!
Forgot Original Attraction!
Fake Behavior!
Original Competition Has Ended!
Lets You Down!
Annoying & Irrelevant Content!
#SMX #32A! @Karianne!Find the consumer need which will also meet the brand objective!
Brand Objective Meets Consumer Need!
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf !
#SMX #32A! @Karianne!
Case Studies!
#SMX #32A! @Karianne!
#SMX #32A! @Karianne!
The Ask: Video testimonials of people who’ve switched financial advisors!!!!The Insight: The reasons people switch is emotional and personal!!!!The Content: Videos that highlight positive life changes!!!!http://ownyourtomorrow.com/ !
Charles Schwab #OwnYourTomorrow
#SMX #32A! @Karianne!
What Makes This Campaign Interesting
• Each influencer told the story in their own style!
• Taps into people’s need for progression!• Mixed media!• Drove conversation about passions and
positive change!
#SMX #32A! @Karianne!
7 weeks 9 videos!!
100+ pieces of micro content !!
1.5M+ video views 7K video likes!!
14K+ social shares !!
Vimeo Staff Pick !!
Results:
#SMX #32A! @Karianne!
AT&T’s @SummerBreak!
The Insight:!• Young Millennials love their
phones!• They don’t give a shit about
their phone carrier!!The Content:!• Reality show told in a new way
through social media and mobile technology!
• Viewers were part of the experience!
#SMX #32A! @Karianne!
What Makes This Creatively Innovative!
• Real time reality!• Mixed media !• Always on!• Multiple points of view!• Multiple platforms!• Audience feedback drives the
story!
#SMX #32A! @Karianne!
3,318 likes!134 comments!
4,546 likes!
1,278 retweets!425 favorites!
855 retweets!508 favorites!
1,918 retweets!765 favorites!
5,038 notes!
1,553 notes!
691 notes!
8,498 notes!
TUMBLR
428 likes!
VINE
929 likes!
#SMX #32A! @Karianne!
9 weeks 6+ hrs of content 84 videos!!
1000+ pieces of custom art 11,000+ tweets!!
644MM total impressions 15.3MM total views!!
10.4 MM consumer social engagements !!
350K subscribers!!
picked up for a second successful season!!
Results:
#SMX #32A! @Karianne!
www.kariannestinson.com!!mediabrandspublishing.tumblr.com!!karianne.stinson@mbww.com!
@Karianne!
Thank You!!
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