nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy

HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR

SLIDES BY NICOLAI ELMQVIST

ABOUT ME▸ Nerd in a shirt

▸ Worked with digital innovation and social media for the past 10 years

▸ Former Co-Founder & CEO @ creative digital agency Konstellation

▸ Created 3 tech startups and 1 agency.

▸ Looking for my next big adventure in NYC right now…

AGENDA: LET’S TALK ABOUT GREAT CONTENT

ADVERTISING

2015

THE AD MARKET IS CHANGING RAPIDLY

SO WHAT IS ADVERTISING REALLY TODAY?

http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/

ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND

CREATES VALUE TO PEOPLE.

WHAT IS CONTENT?

CONTENT IS MANY THINGS

Articles Videos Pictures

Digital servicesWebsite Apps

Publications

EventseDM

Data

SoMe

PRAds

Games

3 MAJOR CATEGORIES

DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT

This is what

we’re going to

focus on today

When you stand on top of somebody - let’s see an example

Fast to produce and post

WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE

CONTENT?

3 EXAMPLES!

THE 4 MAGIC INGREDIENTS -ADD PLENTY

FUNNY SURPRISING EMOTIONAL INNOVATIVE

0 100

0 100

0 100

0 100

THE GOOD NEWS: YOU ONLY NEED TO

USE ONE OF THEM TO MAKE IT WORK

AND IT’S ONLY A MATTER HOW THE SOUP TASTE -

NOT HOW IT LOOKS

HOW DO I CREATE GREAT CONTENT?

KNOW YOUR AUDIENCE & TAP INTO THEIR WORLD

Competitors

Core ideaPosition Market

Brand

Consumer insights

Media insights

Technology insights

CREATE A PLATFORM

REMEMBER: ONLY USE ONE SIMPLE MESSAGE

CONNECTED TO THE BRAND

Ok - Let’s boost it…

Do we really feel that people will…

Can we launch it on our own channels …

Paid media

Earned media

Owned media

Seeding TV

Print

Outdoor Banners

Events

Share Like

Comment Write about (PR)

Social .com POS etc.

IS IT A GREAT IDEA?

DOES IT WORK CROSS CHANNEL?

Activations

Soci

al

Med

ia

Am

bass

a do

rs

Med

ia

co-la

bs

PR

Part

ner

ship

s

Even

ts

Brand

Content

Positioning

Tailor-made editorial output

Producing

Foundation

Publishing

Editorial themes

Desired positioning

Actual positioning

Earn

ed

med

ia

PremisTarget and KPI’s

CHALLENGE THE STATUS QUO

BE BRAVE AND MADa bitv

WILL IT BE A VIRAL SUCCESS?

MAYBE!

HARD WORK, √ GREAT INSIGHT, √

GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT)

GREAT PR EXECUTION

IT’S

NO

T EN

OU

GH

REM

EMBE

R

HOW DO I MEASURE CONTENT?

SELECT KPIS CONNEC-TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES

‣ Mentions ‣ Comments ‣ Shares ‣ Likes

‣ Perception ‣ Brand Love ‣ Subscribers

‣ Reach ‣ Views ‣ Plays

‣ Leads ‣ Direct sales ‣ Consideration

Utilization Engagement

Brand centricSales

MEASURING CONTENT CAN BE A REAL BITCH!

‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform

GET THE RIGHT TOOLS TO MEASURE AND MONITOR

THE PERFORMANCE

BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY

Always listen to what’s going on out there

REMEMBER WHAT YOU HAVE LEARNED!!!

THANKS TO:

www.meltwater.com

CONTACT▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: nicolai@elmqvist.dk ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist