On the Edge Digital - Throwing Shit Against the Wall - Redux
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This is an updated version of the deck I originally presented at the Content Marketing Show in November. Here I explore why content designed to be shareable is important and some lessons we've learned when creating and promoting it.
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On the Edge Digital - Throwing Shit Against the Wall - Redux
- 1. HANNAH SMITH CONTENT STRATEGIST throwing sh*t against the wall & analysing what sticks
- 5. present an idea & testthe reaction @hannah_bo_banna
- 6. is the only way to succeed @hannah_bo_banna
- 7. but I’m jumping ahead… @hannah_bo_banna
- 11. here are some things we’ve made @hannah_bo_banna
- 15. we endeavour to create content that… @hannah_bo_banna
- 17. for a precious heartbeat or two…
- 18. create things that are useful
- 20. create things people will love
- 23. do you really need to do that? @hannah_bo_banna
- 24. yes I think you do @hannah_bo_banna
- 28. has & will continue to change @hannah_bo_banna
- 32. do you actually see updates from the companies you follow? @hannah_bo_banna
- 34. facebook protects us from unwantedcontent @hannah_bo_banna
- 35. & they’re protecting us from content we do want @hannah_bo_banna
- 37. Mark says you have to pay to play
- 40. but it’s not just facebook @hannah_bo_banna
- 41. our technology protects us from unwanted content too @hannah_bo_banna
- 43. With four months of steady decline, it’s apparent that tabs are affecting opens in Gmail. After the introduction of the tabbed inbox in May, Gmail opens have dropped 20% Justine Jordan, Litmus @hannah_bo_bannahttps://litmus.com/blog/48-of-emails-are-opened-on- mobile-gmail-opens-down-20-since-tabs
- 45. permissionmay no longer be enough… @hannah_bo_banna
- 46. to bypass the filters your content must be shared by lots of people - not just you @hannah_bo_banna
- 47. people need to love your marketing
- 50. the stumbling blocks & pitfalls @hannah_bo_banna
- 51. that I’ve encountered when creating content @hannah_bo_banna
- 52. & what I’ve learned along the way @hannah_bo_banna
- 54. can’t we just create something that shows why people should buy our stuff? ~ The Client @hannah_bo_banna
- 55. me: the sort of content that drives conversion? @hannah_bo_banna
- 56. yeah, do that & get people to share it ~ The Client @hannah_bo_banna
- 57. me: you want me to get you free advertising? @hannah_bo_banna
- 60. what you create depends on what you want to achieve @hannah_bo_banna
- 61. advertising isn’t sharedunless it also entertains / educates @hannah_bo_banna
- 64. content to ‘persuade’ isn’t sharedunless it also entertains / educates @hannah_bo_banna
- 65. @hannah_bo_banna
- 66. @hannah_bo_banna
- 68. sometimes it just ‘appears’ to @hannah_bo_banna
- 69. @hannah_bo_banna
- 71. but people see through this… @hannah_bo_banna
- 72. time to start buying food for Christmas! (says supermarket chain) @hannah_bo_banna
- 74. it’s even hitting your target audience @hannah_bo_banna
- 76. self-serving messaging can alienatethe people you seek to engage @hannah_bo_banna
- 77. people need to love your marketing
- 80. that’s off-brand ~ The Client @hannah_bo_banna
- 81. sometimes this is true… @hannah_bo_banna
- 83. your brand is not whatyou sell @hannah_bo_banna
- 84. your brand is howyou sell it
- 86. your content must not contradict your brand values @hannah_bo_banna
- 90. your content doesn’t have to be *just* about what you sell @hannah_bo_banna
- 93. but their content is about extreme sports @hannah_bo_banna
- 94. @hannah_bo_banna
- 95. because that’s what their target audience love & share @hannah_bo_banna
- 96. it’s our job to persuade brands to think beyond their products @hannah_bo_banna
- 97. & think about their audienceinstead @hannah_bo_banna
- 101. so @hannah_bo_banna
- 102. howdo you figure out what your audience love / need / want? @hannah_bo_banna
- 104. to succeed you’ll need to… @hannah_bo_banna
- 107. • what problems do they have? • what do they love? • what do they hate? • what do they share? • what sites do they read? • how do they spend time online? • what about offline? @hannah_bo_banna
- 109. study what works & try to deconstruct why @hannah_bo_banna
- 110. but don’t spend too much time on this! @hannah_bo_banna
- 111. what works for one company may not work for you @hannah_bo_banna
- 114. there’s some stuff about being bad for your phone… @hannah_bo_banna
- 115. @hannah_bo_banna
- 116. but there’s also some stuff about your well-being… @hannah_bo_banna
- 117. @hannah_bo_banna
- 120. meh @hannah_bo_banna
- 122. but it got coverage @hannah_bo_banna
- 123. @hannah_bo_bannahttp://qz.com/194339/the-inexplicable-prices-in- hotel-minibars-around-the-world/
- 125. there’s gold buried in this release @hannah_bo_banna
- 126. @hannah_bo_banna
- 128. where vodka is cheaper than water… @hannah_bo_banna
- 129. @hannah_bo_banna
- 130. but remember there are no guarantees @hannah_bo_banna
- 131. it’s incredibly hard to predict what will resonate @hannah_bo_banna
- 132. at some point, you have to @hannah_bo_banna
- 133. @hannah_bo_banna
- 134. if you don’t launch anything you can’t learn anything @hannah_bo_banna
- 135. throwshit against the wall, & analyse what sticks @hannah_bo_banna
- 136. 5 tips to help you succeed @hannah_bo_banna
- 137. @hannah_bo_banna
- 139. if there’s no appetite for content to entertain / educate @hannah_bo_banna
- 140. focus on content to persuade or convert first @hannah_bo_banna
- 141. @hannah_bo_banna
- 142. recognise the pitfalls & stumbling blocks @hannah_bo_banna
- 143. don’t just power on through @hannah_bo_banna
- 144. you risk wasting time & effort on something which might never be launched @hannah_bo_banna
- 146. be prepared to start over if you have to @hannah_bo_banna
- 147. @hannah_bo_banna
- 148. make your content go further @hannah_bo_banna
- 149. make sure your content works across all browsers & devices @hannah_bo_banna
- 150. make sure your social share buttons work @hannah_bo_banna
- 151. make your headline & social share copy ‘clicky’ @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
- 152. create images for social sharing @hannah_bo_bannahttp://www.upworthy.com/you-will-not-believe-how-easy-it-is-to-make-something-go-viral
- 153. place retargeting pixels on all of your content @hannah_bo_banna
- 154. retarget these audiences with more content @hannah_bo_banna
- 156. @hannah_bo_banna
- 158. talk openly about the risks & why it’s important to try anyway @hannah_bo_banna
- 160. agree what ‘success’looks like before you launch @hannah_bo_banna
- 161. @hannah_bo_banna
- 163. deconstruct what did and did not work @hannah_bo_banna
- 168. has & will continue to change @hannah_bo_banna
- 169. permissionmay no longer be enough… @hannah_bo_banna
- 170. people need to love your marketing
- 172. hannah.smith@distilled.net @hannah_bo_banna Caffeine Addict Moz Associate Writes on State of Digital, Medium & SEO Chicks HANNAH SMITH Content Strategist
- 173. Image Credits • I don’t know what I’m doing - http://www.flickr.com/photos/melinesafaryan/7278677702/ • Blow their minds - http://imgur.com/r/wallpapers/rOMaqRf • Heartbeat - http://feelingfertile.wordpress.com/2012/01/27/maternal-low-heartbeat-link-to-miscarriage/ • Useful - http://www.thatshouldbemine.com/cool-stuff/stone-age-swiss-army-knife/ • And - http://www.kingston.ac.uk/news/article/681/12-oct-2012-and-now-for-a-graphic-design-students-creative-play-on-words/ • Love - http://realtruelove.wordpress.com/2013/02/14/love/ • Brave new world - http://blogs.telegraph.co.uk/news/petermullen/100158080/aldous-huxleys-brave-new-world-is-upon-us/ • Filter bubbles - http://whathaveweturnedinto.wordpress.com/2012/04/01/eli-pariser-beware-online-filter-bubbles/ • Gmail tabs - http://blog.sendblaster.com/2013/07/29/email-marketing-the-potential-dangers-and-benefits-of-the-new-gmail-tabs/ • Email - http://www.traceymeagheronline.com/is-the-gmail-promotions-tab-killing-internet-marketing/ • Launch - http://www.palantir.net/blog/its-launch-time • 1 - http://www.flickr.com/photos/lwr/204714598/sizes/l/in/set-72157594159394280/ • 2 - http://www.flickr.com/photos/lwr/5489483429/sizes/l/in/set-72157594159392957/ • 3 - http://www.flickr.com/photos/lwr/94877877/sizes/l/in/set-72157594159391763/ • 4 - http://www.flickr.com/photos/lwr/5122443605/sizes/l/in/set-72157594159390514/ • 5 - http://www.flickr.com/photos/lwr/4322212584/sizes/l/in/set-72157594159389491/ @hannah_bo_banna