How to Rule in the Land Where Content is King

How to Rule in the Land ���Where Content is King

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• Jennifer  Osbon  •                         @JenOsbon  

Purpose of Today

•  Understand  what  really  happens  in  the  moment  between  Content  Awareness  and  a  Core  Ac=on  of  Engagement  

•  Put  “Context”  in  its  place    

•  Examine  the  80/20  rule  for  content  development  and  understand  it’s  role  in  seJng  cadence  

What  really  happens  in  the  moment  between  Content  Awareness  and  a  Core  Ac=on  of  Engagement?    

The Feedback Loop

1.  Evidence:  A  behavior  must  be  measured,  captured  and  stored  2.  Context:  Informa=on  must  be  relayed  back  in  a  context  that  resonates  emo=onally  3.  Consequence:  There  must  be  a  clear  path  or  choice  with  obvious  consequences  4.  Ac=on:  The  moment  when  the  person  can  make  a  choice  or  act    

Applying the Feedback Loop

Reali=es  of  Content  Marke=ng  1.  Everyone  hates  adver=sing  2.  ‘Post  and  Pray’  is  not  a  legi=mate  strategy  

The  way  we  think  about  the  crea=on  and  consump=on  of  content  needs  to  change  

Guiding  Principles    1.  Give  people  what  they  want    -­‐  Access  to  their  own  data  if  possible  -­‐  Informa=on  to  make  the  buying  decision  simple  2.  Start  with  a  simple  human  truth  that  sparks  an  emo=onal  response  -­‐  Capture  their  heart  first  before  you  go  for  their  wallet    -­‐  Consider  your  audiences  passions  before  you  consider  your  own  message  and  how  you  will  ‘drive’  core  engagement  ac=vity  -­‐  Use  trust  to  simplify  the  decision  process  3.  Stay  focused,  keep  it  simple  and  don’t  talk  so  much  -­‐  Brands  are  so  cha^y  because  they  are  worried  about  driving  engagement  and  less  interested  in  simplifying  the  buying  process      

Applying the Feedback Loop

Put  “Context”  in  its  place    

“Out  of  context”  is  o_en  effec=ve  however  “disrup=ve”  can  be  obnoxious  

Elements of Context

Audience  

Plaaorm  Brand  

Timing  

Result  

Audience

Reach  the  audience  when/where  they  are  ready  to  buy  

Platform

Timing

Timing  can  be  contextual  by  the  calendar  or  the  watch  Restaurants  day-­‐part  while  retailers  are  seasonal  in  their  approach  

Text  

SeJng  cadence  is  important    

Cadence

Putting it All Together

How  to  Rule  in  the  Land  Where  Content  is  King  

1.  When  cra_ing  engaging  content  consider  the  feedback  loop  -­‐  Engage  with  relevant  data  (as  personalized  as  possible)    -­‐  Evoke  an  emo=onal  response    -­‐  Make  choices  and  consequences  clear    -­‐  Inspire  ac=on    

2.  Put  context  in  it’s  place  -­‐  Consider  your  brand  in  rela=on  to  the  audience,  plaaorms  and  =ming  -­‐  Out  of  context  has  a  be^er  likelihood  of  breaking  through  but  can  be  obnoxious  so  use  it  with  care    

3.  Consider  cadence  in  your  content  planning    -­‐  Always  on  and  always  pushing  does  not  inspire  trust    -­‐  Cha^y  may  drive  engagement  but  doesn’t  simplify  the  purchase  decision