Of blogs, brands and the WIIFM question
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Revisiting the basics of blogs for brands.
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Of blogs, brands and the WIIFM question
- 1. Of blogs, brands and the WIIFM question @bhatnaturally
- 2. * It is different now. * Source: Maggi, It’s Different TVC
- 4. "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention."
- 5. "The modern 'copy man' has to say things in a way that they have not been said before - because that is the only kind of talk that will nowadays attract attention." ~Observations in Printers Ink, 1908
- 7. "Nobody reads ads. People read what interests them. Sometimes it's an ad." ~ Howard Gossage
- 8. No, there is no room for your brand of dishwashing liquid (now with 30% more lime) in your target audience’s mind. Image
- 9. Hint: Replace ‘brand of dishwashing liquid with your name and the same rules apply.
- 10. So should brands have blogs? ! Deeply thought, considered answer: it depends.
- 11. Hang on, that’s actually the wrong question.
- 13. How can we help you be more awesome?*
- 14. How can we help you be more awesome?*
- 15. Product How can we help you be more awesome?*
- 16. Product How can we help you be more awesome?*
- 17. Product How can we help you be more awesome?*
- 18. Product How can we help you be more awesome?* Marketing & Communication
- 19. Product How can we help you be more awesome?* Marketing & Communication
- 20. Product How can we help you be more awesome?* Marketing & Communication Social Media
- 21. Product How can we help you be more awesome?* Marketing & Communication Social Media
- 22. Product How can we help you be more awesome?* Blog Marketing & Communication Social Media
- 23. Product How can we help you be more awesome?* Blog Marketing & Communication Social Media *originally asked by Tom Fishburne
- 24. How do I decide if my category or brand needs a blog?
- 26. Considered purchase, high involvement category
- 27. Considered purchase, high involvement category And/Or
- 28. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
- 29. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
- 30. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption
- 31. Considered purchase, high involvement category And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 32. Considered purchase, high involvement category Knowledge & Education And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 33. Considered purchase, high involvement category Knowledge & Education Technology And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 34. Considered purchase, high involvement category Knowledge & Education Technology Services And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 35. Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 36. Considered purchase, high involvement category Knowledge & Education Technology Luxury Services Travel And/Or Scope for enriching experiences after product category (or brand) consumption Scope for story telling
- 37. Considered purchase, high involvement category Knowledge & Education Technology Services Luxury And/Or Scope for enriching experiences after product category (or brand) consumption Travel Social Media Scope for story telling
- 38. What’s the brand objective, dude? Depending on brand, market stature, marketing plans anything from • establish or further thought leadership • be seen as a go-to brand for the right information in the category • a platform for surprising, enriching discoveries
- 39. “What do I blog about? I am already engaging them on Facebook with stories”.
- 40. Each medium has an advantage. Find it, use it.
- 41. What’s a blog good at? 1. Cater to narrow, niche, involved audience 2. Thought leadership stance 3. Long form content that can suit the brand objective: useful, entertaining 4. Meaningful discussion
- 46. Once you pop, you can’t stop. Image Source
- 47. Do you want to be eerie or welcoming?
- 48. Image Source Think before you leap.
- 49. Going to where the crowd is vs. building your own nest
- 51. Experts say, it is not about what the brand says, nowadays. ! It is about what the brand does.
- 52. Same rules apply for the personal brand.
- 53. CAREER Social Friends & peers Several actions & sources create the personal brand.
- 54. Blog is uniquely placed to showcase an individual’s or brand’s personality in an in-depth, multi-faceted manner.
- 56. In this age of noattention, aren’t blogs dead?
- 57. If it is interesting, there will be an audience.
- 58. Bud Light #UpForWhatever: 3:43 seconds; views - 14.62 mn Chrysler with Bob Dylan: 2:00; views - 5.56 mn
- 59. So if marketing is about nudging consumer behaviour along the consumer’s path to purchase…
- 61. WIIFM?
- 62. WIIFM? Blog
- 63. WIIFM? Blog
- 64. WIIFM? Blog To the consumer: Helps you be more awesome
- 65. WIIFM? Blog To the consumer: Helps you be more awesome
- 66. WIIFM? Blog To the consumer: Helps you be more awesome To the brand: reputation x credibility x perception