Creating and distributing smart content for the speed of today · 2. Follow the basic rules of good storytelling – make sure it’s relatable for audience connection, increase the

PAPER+SPARK2018–COMMERICALINCONFIDENCE

DIGITAL CONTENT

“Those who tell the stories rule the world”- Hopi American Indian proverb


Creativity Agility BuildAudiencesAlways-On

Contentwithpurpose

ChannelAgnostic

VelocityBrandNarrativesBusinessResults

We create strategic communications that connects brands with audiences in meaningful ways to deliver business results.

PAPER+SPARK2018

WHAT WE’LL

COVER

S O C I A L / D I G I TA L L A N D S C A P E

W H Y C O N T E N T + S O C I A L I S C R I T I C A L T O Y O U R B U S I N E S S T O D AY

C R E AT I N G A N E F F E C T I V E W O R D O F M O U T H C O N T E N T S T R AT E G Y

T E C H N I Q U E S F O R R E G U L A R A N D E F F I C I E N T C O N T E N T C R E AT I O N

W H AT H A P P E N S O N C E Y O U C R E AT E T H E C O N T E N T ? F I N D I N G A N A U D I E N C E

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02

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The Marketer’s Dilemma

THE AUDIENCE EXPERIENCE

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27,000,000 pieces of content shared dai ly

4 0 , 0 0 0 s e a rc h q u e r i e s e v e r y s e c o n d 3 . 5 b i l l i o n s e a rc h e s p e r d a y 1 . 2 t r i l l i o n s e a rc h e s p e r y e a r w o r l d w i d e .

ALERTS. NOTIFICATIONS. MESSAGES. WE LIVE IN AN AGE OF DIGITAL DISTRACTION.

It’s shocking to consider that we use a minimum of four internet-connected devices.

On those four devices, we receive, on average, 150 App notifications and 120 emails per day and engage in 200 mobile interactions per day.

PAPER+SPARK2018

TODAY’S DIGITAL DILEMMA

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WHY STORYTELLING IS IMPORTANT FOR YOUR BUSINESS TODAY

WRAP YOUR BRAIN AROUND THESE STATS:

People spend an average of on social media daily

of video is uploaded to YouTube every minute

Facebook comments, photos and statuses

photos uploaded to Instagram

2 HOURS 15 MINUTES

400 HOURS 939,000

EVERY MINUTE

47,000

EVERY MINUTE

And, 71% OF CONSUMERS who have had a good social media experience with a brand are LIKELY TO RECOMMEND it to others

Sensis2018report

https://www.sensis.com.au/about/our-reports/sensis-social-media-report Sensis Social Media Report 2018

SocialMediauseinthehome

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Howwe’reusingsocialmedia

ContentSharing

GE/GEREPORTS

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Empowered consumers

Google is your home page.

“ The key to high search rankings is

original, high quality content”

( & LOTS OF IT )

Audiences are fragmented across multiple channels and with ad-blocking (almost at 25% in Australia), we no longer have the luxury of a captive audience. Everything we do has to create value, be attention-earning and most importantly RELEVANT…

PAPER+SPARK2018

Relevancyisthekey

Whatyou

wanttosay

Whatyour

audiencewantstoknow

Thecontentsweetspot

WHY YOU NEED A WORD OF MOUTH CONTENT STRATEGY?

SONAR/Kantar

1.  It’s hyper relevant - personalised and comes from someone you may know

2.  Saves people time – eliminates some of the research needed to make a sound decision. Can speed up the buyer journey

3.  Independent - adds credibility and persuasiveness

4.  Builds trust

Imag

e: M

anic

uris

t, by

Ale

ksan

dra

Kin

go fo

r Cur

ious

Con

trapt

ions

for t

he M

oder

n W

omen

Edi

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f Ale

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G I V E Y O U R C U S T O M E R S A

S T O RY T O T E L L A N D T H E Y W I L L

T E L L I T O N Y O U R B E H A L F

WHY?BECAUSESTORIESMATTER

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S u c c e s s f u l b r a n d s c r e a t e a n a r r a t i v e , s o m e t h i n g t h a t p o s i t i o n s

t h e m a s u n i q u e , a n d c r e a t e s a n e m o t i o n a l c o n n e c t i o n w i t h t h e

c u s t o m e r s .

G o o d s t o r y t e l l i n g i s a l l a b o u t f o r g i n g a n e m o t i o n a l c o n n e c t i o n .

E V E RY T H I N G B E G I N S A N D E N D S W I T H Y O U R

A U D I E N C E

The first commandment of good content and storytelling

Neuroscience has shown that when we hear stories, our brains respond by releasing oxytocin – the love hormone. Stories and storytelling fulfil our fundamental instincts to build connection and help us process information. When we act like storytellers – creating rich content that has meaning for their audience – they are more likely to cut through, create connection and build on-going commitment between the brand and their audience.

Stories build connections… Connections build trust…

Trust builds excitement, engagement and commitment.

IMPACTOFSTORIES

1.

4 KEYS TO SUCCESSFUL STORYTELLING THAT SCORE HIGHLY ON THE NEUROSCIENCE

1.  Relatabilty – “I can see myself in this character and can connect with it”. When content targeted at a specific group, people will engage, share

2.  Novelty – our brains are programed to light up when we see something new – allows you to build a strong relationship with audience.

3.  Fluency – most Australians have low financial literacy and read at a basic high school level. We often confuse complexity with authority. Create the story in an easy to read way. Increasingly fluency is the key to breaking down barriers.

4.  Tension – add curiosity gap between what is and what could. Establish tension in a way to show the hardship and how you got to the ideal state.

ADOBEMEANSTREETShttps://www.youtube.com/watch?v=GzQf9uMvllA-

W E A R E C O N D I T I O N E D T O D I S C U S S W H AT I S D I F F E R E N T A N D T O I G N O R E AV E R G E

W O M T I P S •  Start by investing in building relationships

with the people that matter most, giving them words to share, and making it easier for them to spread those words for you.

•  Be sure to specifically request referrals from happy customers and client, they will be your best and brightest advocates.

•  Use storytelling techniques when providing advice to clients – it will help your advice ‘stick’, will help them feel connected to the role of advice in their personal lives, and you as the provider of something meaningful

LET’S TALK A LITTLE FINANCIAL SERVICES CONTENT

THECONVERSATION

GE/GEREPORTS

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ETHICS

TRUSTCONFUSION

INVE

STING

FUNDS

ETFsFUNDS

ETHICS

ETHICS

INVESTING

SUPERANNUATION

INDEX

MANAGEDACCOUNTS

FEESSOW

TERMDEPOSITS

SAVINGS

CONVERSATION IN A POST-ROYAL COMMISSION WORLD

TRUST PRODUCT COMPLEXITY

WHO TO TALK TO

FINANCIAL LITERACY

STRENGTHEN THE FOUNDATION

AVOID MISLEADINGCLAIMS

TRUSTAVOID RANDOM

ACTS OF CONTENT CUSTOMER FIRSTCUT COMPLEXITY

FOCUS ON FLUENCY

COMPELLINGCONTENT

SOLVE A PROBLEM

CONSISTENCY

PUBLISH REGULARY

SOLVE A PROBLEM NO ONE SEEMS TO CARE ABOUT - VIDEO

https://www.youtube.com/watch?v=OoxNk18si6c

CONTENT FORMATS

IMAGE DENSE + LONG FORM

BLOGS VIDEOS TESTIMONIALS

ADDS CURIOSITY SATISFACTION

VISUAL + SNACKABLE

WORD OF MOUTH =TRUST

PODCASTS

FORMAT THAT’S CONVERSATIONAL

LISTICLES +INFOGRAPHICS

EFFECTIVE CONTENT CREATION AND SCALE

s Content that supports your major message, research or key initiatives. It has impact, drives conversation and propels the brand story, while building audience. Eg Video

Content that reinforces expertise and authority in key areas, and offers opportunities to simplify major concepts and content. Eg Explainers, Blogs, eBook, Editorially led, works in search

‘Everyday’ content that maintains momentum and ensures you have a solid offering in terms of volume. Eg Concepts, 101 content, eNewsletters

HERO

HUB

HYGIENE FunctionalContent+Evergreen

Answercontent+Audienceled

BigBang

HOW TO MAKE IT WORK?

HygieneSearchable,Utility,answersquestionsFrequency-WeeklyContentVolume-HighBudget$

HubRegularlyscheduledepisodiccontentthatgetsaudienceforrepeatviewingFrequency-MonthlyContentVolume-MediumBudget$$

HeroEvents,Video,Magazine,eBookFrequency– 1-2timesayearContentVolume-LowBudget$$$

JOHN PURL _ HEALTH AND WELLNESS

ADELE MARTIN- GEN Y + GEN X

TRACEY SOFRA _ WOMEN

ZUPER _ MILLENIALS

MONEY + LIFE _CONSUMER


SELECTING SOCIAL CHANNELS FISH WHERE THE FISH ARE Find out where your audience is. Place your content where they’ll engage with it. Amplify where they’ll notice it. Optimize and repeat.


8 0 / 2 0 R U L E

S p e n d 2 0 % c r e a t i n g a p i e c e o f c o n t e n t

S p e n d 8 0 % d i s t r i b u t i n g i t


8 TIPS FOR CONTENT DISTRIBUTION

1.  Establish Your Content Distribution Network – encourage sharing, use your internal voices and connections

2.  Take Advantage of Content Republishing Hubs– eg LinkedIn, Medium.

3.  Step up your social scheduling– evergreen content can be promoted more than once/ Switch up headlines, hashtags, images

4.  Answer in-depth questions – for both search and also on Quora

5.  Atomise content– take a video blog, create an article, a social post all linking back to your website

6.  Pay to promote a well crafted social post – target your audience with a clear CTA

7.  Guest post/contribute – helps with link building, SEO and visibility

8.  Build your own audience – don’t forget the humble eNewsletter!

ORGANIC REACH EXAMPE– USE YOUR NETWORK

➣ 500(Followers)

30Internaladvocates

200-500Connectionseach

Onepieceofcontentshared,createdweek=

12,000+Potentialeyeballs*

CONTENT ECOSYSTEM

An integrated approach that takes into account all the relevant channels is essential. You may have incredible content, but you need to help it work hard in order to get seen. This means you need to leverage all the tools at your disposal to encourage users into your ecosystem, where you can coax them through your preferred journey towards desired action.

OWNED ASSETS

PAID SOCIAL

EARNED & PARTNERS/ Influencers

PAID MEDIA

(Content Discovery,

Native, Digital)

SEO/ SEM

PAPER+SPARK2018

6 TIPS FOR EFFECTIVE CONTENT THAT WON’T KILL YOU OR YOUR BUDGET

1.  Be in the audience business – have a laser focus on content that is relevant and for the audiences you want to reach and connect with.

2.  Follow the basic rules of good storytelling – make sure it’s relatable for audience connection, increase the fluency in how you tell the stories to break down complexity, add novelty where you can and most importantly find the tension.

3.  A plan for Word of Mouth Content – create content that generates chatter, has value and will be shared.

4.  Hero, Hub, Hygiene – plan and organise your content calendar based on a system

5.  Content formats that work – think about the channel and audience your creating content for

6.  Actively distribute your content – 80/20 Rule. Target with paid social, and get people in your organisation sharing.

STORYTELLING HAS GOTTEN A LOT MORE FUN

ZeinaKhodrManagingDirectorPublisher–Money&[email protected]

SumaWigginsClientServicesDirectorContent–Money&[email protected]

Creating and distributing smart content for the speed of today · 2. Follow the basic rules of good storytelling – make sure it’s relatable for audience connection, increase the

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