making brands relevant when producing content
DESCRIPTION
How do we make brands relevant when producing content? Within this presentation we explore some key points to think about when producing content to ensure a brand is relevant within this content. As consumers change the way they consume content, brands and companies need to change the way they communicate with their customers. It is no longer a one-way communication from the brand to their customers. Brands needs to evolve to storytelling and creating content their customers want to consume throughout the entire purchase funnel. Within this presentation we focus on a case study of a male focused branded content channel called MSN Locker Room. This presentation was presented at the Malaysia Media Conference July 2013.TRANSCRIPT
- 1. MAKING BRANDS RELEVANT WITHIN CONTENT CASE STUDY MSN LOCKER ROOM JEREMY NEYMAN BUSINESS DIRECTOR
2. introduction 3. SHOUT! 4. decide for themselves. 5. salesperson 6. Content marketing is the creation of valuable and compelling information on a consistent basis, by a brand to a prospect or customer, in order to create a profitable action. Its the idea that brands are starting to think and act more like publishers, and deliver relevant information to consumers at critical stages of the buying process. Joe Pulizzi, Founder of Content Marketing Institute. 7. cannot never mention their product 8. consumer in mind at all times 2. deep understanding of target audience 3. understand what content they consume, where they consume it, how they consume it and how they interact with it 4. build content for your audience 9. reaching & engaging malaysian men used websites for advice & entertainment social networks layed a big part liked to share hang with other Bros 10. collaboration dedicated editor passion for mens content understanding of what content they wanted 11. 63,414 40,558 19,728 39,233 94,348 160,628 160,003 166,547 35,058 40,504 53,984 42,901 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 Jan-13 Feb-13 Mar-13 Apr-13 MONTHLY UVs Adrenaline GotGame Style GROWTH % (Apr/Mar) UVs 63,414 40,558 19,728 39,233 99% PVs 75,321 52,051 24,497 45,858 87% Time Spent 0:45 0:51 1:26 1:16 -0:10 UVs 94,348 160,628 160,003 166,547 4% PVs 126,316 201,643 204,651 196,698 -4% Time Spent 1:18 0:42 0:50 0:44 -0:06 UVs 35,058 40,504 53,984 42,901 -21% PVs 39,412 53,622 64,272 52,865 -18% Time Spent 0:54 0:56 1:07 1:37 +0:30 ADRENALINE GOT GAME STYLE JAN FEB MAR APR 12. reviewed. analyzed. adjusted. amended. consumer relevance goals & KPIs ever evolving process 13. engaged with 800,000 Malaysian men in just 8 months achieved 2,247,547 page views, surpassing page view targets by 253% average time per user on site was 4min 33 sec more than 1200 likes and 1500 shares across the MSN Locker Room Content customized research showed double-digit growth in brand consideration, awareness and attribute recall across all brands 14. no more shouting. storytelling is the way! content needs to be created with the consumer in mind at all times know your audience understand what content your audience consumes, where they consume it, how they consume it build content for your audience, which keeps your brand relevant within the conversation and in turn 15. THANK YOU