Content People Crave - SMX East 2014

#SMX #32A @Karianne

Content People CraveTips for Creating Content People Will Love and Share

Karianne StinsonSenior Strategist at Mediabrands Publishing

#SMX #32A @Karianne

Karianne StinsonSenior StrategistMediabrands 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,

people

are not

satisfied

with content

from 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.

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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

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40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable

Diversion

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Make your fans feel special! 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.

Recognition

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Create content that is informative and useful37% of people who want brands to help them develop their own skills and abilities

want to spend more time with the brand as a result

Progression

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Give your fans more reasons to love your company and a community where they can bond with one another

Relationship

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Don’t just talk to your customers about your products, listen to their needs as well!

Learning

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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

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

0%

50%

100%

Wave 6Wave 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

Page Dormant

Forgot Original Attraction

Fake Behavior

Original Competition Has Ended

Lets You Down

Annoying & Irrelevant Content

11%

21%

22%

24%

27%

45%

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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

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#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

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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

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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

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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 likes134 comments

4,546 likes

INSTAGRAM

1,278 retweets425 favorites

855 retweets508 favorites

1,918 retweets765 favorites

TWITTER

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!