The keys to successful Brand Content

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Whether it's the massive adoption of Adblockers, the fall of Edgerank, or the start of content saturation, this new landscape is tough on marketers. And the bad news is, it's just the beginning.

By 2020, the amount of web-based information is expected to increase by 600%.

In my ongoing discussions with marketing directors, this subject is at the top of the priority list.

I'm not promising a "marketing hack" or a recipe to instant success; there are none. Marketing is hard work, so roll up your sleeves.
But if you want to know how to ignite your content and give readers something to look forward to, I encourage you to read the presentation I've just created.


For speech inquiries, a coffee, or just to get the slides, send me an email.

Have an amazing day.

PS: The title of the email is a bit ironic--you'll find way more than 10 tips!

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The keys to successful Brand Content

  1. LaMercatique PRODUCED WITH LOVE BY @GREGFROMPARIS Photocredit:MartinParr STANDING OUT FROM THE CROWD IN A CONTENT SNACKING ERA? BRAND CONTENT
  2. LaMercatiqueLaMercatique Gregory Pouy Marketing artisan in a Digital age gregory.pouy@lamercatique.com @gregfromparis The author! The Inspiration! MARK SCHAEFER MARTIN PARRAUGIE RAY JESSICA GIOGLIO EKATERINA WALTER
  3. LaMercatiqueLaMercatique ADBLOCKERS ARE EVERYWHERE, PEOPLE DON’T LOOK AT YOUR ADVERTISING ANYMORE BUT YOU STILL WANT CONSUMERS TO LOOK AT YOUR CONTENT, RIGHT? Photocredit:MartinParr
  4. LaMercatiqueLaMercatique BTW, DON’T BLAME ADBLOCKERS BLAME BAD ADVERTISING & BRANDS LYING TO CONSUMERS Do you realize this hurts not only Volkswagen but the whole relationship between brands & consumers?!
  5. LaMercatiqueLaMercatique CONTENT PRODUCTION AMOUNTOFCONTENT TIME “PFFF, LET’S JUST CREATE EVEN MORE CONTENT” ANY MARKETER
  6. LaMercatiqueLaMercatique THE 5 HEADLINES THAT WILL BREAK THE INTERNET (YOU WON’T BELIEVE WHAT HAPPENS NEXT...) Add a headline that will blow one’s mind to keep the engagement rate high!
  7. LaMercatiqueLaMercatique “THEY WILL LOVE IT!” THE SAME MARKETER Photocredit:MartinParr
  8. LaMercatiqueLaMercatique BUT There’s a hitch.!
  9. LaMercatiqueLaMercatique CONTENT PRODUCTION AREA WHERE TOO MUCH CONTENT IS PRODUCED CONTENT CONSUMPTION CAPABILITIES TIME AMOUNT OF CONTENT That’s the content shock! THERE IS A CONTENT SHOCK
  10. LaMercatiqueLaMercatique CONSUMERS SNACK CONTENT AND AS A RESULT Photocredit:MartinParr
  11. LaMercatiqueLaMercatique $$$ IN CONTENT PRODUCTION AND PROMOTION TIME YOU PAY MORE AND MORE TO MAINTAIN YOUR ENGAGEMENT RATE VIEWERSHIP
  12. LaMercatiqueLaMercatique YES! BAD AGENCIES ARE LYING TO YOU ABOUT CONTENT & ENGAGEMENT SO THEY CAN GO ON VACATION, BUT...
  13. LaMercatiqueLaMercatique MARKETERS, ARE YOU DRUNK...AGAIN? DO THE MATH! IT’S BASIC SUPPLY & DEMAND ECONOMICS Photocredit:MartinParr
  14. LaMercatiqueLaMercatique NOT EVERY BRAND HAS AN AMAZING STORY TO TELL THE REALITY IS Photocredit:MartinParr
  15. LaMercatiqueLaMercatique KNOWS HOW TO TELL IT. OR AT LEAST Good news! That’s what this deck is about! Photocredit:MartinParr
  16. LaMercatiqueLaMercatique SO...IS THERE A WAY TO SURVIVE IN A CONTENT SNACKING ERA? Photocredit:MartinParr
  17. LaMercatiqueLaMercatique LET’S TAKE A STEP BACK!
  18. LaMercatiqueLaMercatique WHY IS VISUAL STORYTELLING A THING?
  19. LaMercatique ONE OF THE BIGGEST COMMUNICATION DILEMMAS TODAY OR BRAIN MARKETING (EDUCATION...) GUT MARKETING (EMOTION...) LaMercatique
  20. LaMercatique AN IMAGE IS PROCESSED 60,000x FASTER THAN TEXT LaMercatique
  21. LaMercatique HALF OF THE BRAIN IS DEDICATED TO IMAGES BUT 90% OF INFORMATION IS PROCESSED THROUGH VISUALS LaMercatique
  22. LaMercatique THE OLDEST PAINTINGS FOUND ARE 50,000 YEARS OLD WHILE THE OLDEST WRITING IS ONLY 5,000... LaMercatique
  23. LaMercatiqueLaMercatique WHAT DOES THIS MEAN FOR YOUR BRANDS?
  24. LaMercatique VISUAL LISTENING IS STRATEGIC1 Photocredit:MartinParr
  25. LaMercatique PEOPLE COMMUNICATE WITH IMAGES 1.6 BILLION IMAGES ARE SHARED EVERY DAY ON SOCIAL MEDIA LaMercatique
  26. LaMercatique IT MEANS THEY TALK ABOUT YOUR BRAND WITH IMAGES TOO (but on the average, 85% of photos don’t mention the brand*)! @benandjerrys followers 237,000 People who have a B&J photo and follow brand 3,555 (1.5%) People showing B&J in their photos 123,725 29,625 People who mention “Ben” or “Jerry” in text * source: Tracx LaMercatique
  27. LaMercatiqueLaMercatique COMBINING IMAGE AND TEXT HELPS TO MAKE INSIGHTS SURFACE
  28. LaMercatique AND EVEN PROVIDES A WAY TO ENGAGE WITH CONSUMERS LaMercatique
  29. LaMercatiqueLaMercatique CREATING AMAZING CONTENT IS JUST A STARTING POINT 2 Photocredit:MartinParr
  30. LaMercatiqueLaMercatique Photocredit:MartinParr IN A HIGHLY COMPETITIVE SPACE HOW CAN YOU STAND OUT IN THE CROWD?
  31. LaMercatique THE EQUATION TO SOLVE REGARDING CONTENT IS RELEVANT TO YOUR BRAND RELEVANT TO PEOPLE RELEVANT TO THE PLATFORM
  32. LaMercatique MAKE SURE TO GO BACK TO THE BASICS OF YOUR BRAND WHY1 HOW2 WHAT3 LaMercatique
  33. LaMercatique DON’T RUN AFTER ENGAGEMENT IF IT’S NOT CONNECTED TO YOUR BRAND CATS SEX UNICORNSBABY LaMercatique
  34. LaMercatiqueLaMercatique STICK TO YOUR MISSION AND TRY TO BE I-N-S-P-I-R-A-T-I-O-N-A-L Photocredit:MartinParr
  35. LaMercatiqueLaMercatique DON’T BE THAT BORING BRAND FOCUS ON YOUR PRODUCT IN A SMART WAY Photocredit:TomWood
  36. LaMercatiqueLaMercatique NEED EXAMPLES?
  37. LaMercatiqueLaMercatique DON’T SHOW YOUR PRODUCT BUT WHAT YOU CAN ACHIEVE WITH IT By the way, UGC is a good way to look less advertising !
  38. LaMercatiqueLaMercatique DON’T GO INTO SPECIFICS BUT SHOW HOW IT EMPOWERS PEOPLE Again U.G.C, may be something! to consider...!
  39. LaMercatiqueLaMercatique YOU DON’T HAVE TO BE A SEXY COMPANY THIS ALSO WORKS FOR INSURANCE, FOR EXAMPLE
  40. LaMercatiqueLaMercatique JUST BE PLAYFUL IF HERMES CAN DO IT, YOU PROBABLY CAN TOO
  41. LaMercatiqueLaMercatique WELCOME TO AN ENTERTAINMENT WORLD YOU HAVE TO DEAL WITH IT Photocredit:MartinParr
  42. LaMercatique 5 THINGS YOU SHOULD REMEMBER WHEN IT COMES TO VIDEO YOUR LOGO (NOT TOO BIG) GENERATE EMOTION (FAST) CREATE A ROLLER COASTER OF EMOTIONS RESPECT CULTURAL DIFFERENCES INFLUENCERS AND MEDIA BUYING LaMercatique
  43. LaMercatiqueLaMercatique
  44. LaMercatique TAKEAWAY IN SECONDS THE STAGE IS SET The music + actress + script à Create an emotion within 7.3 seconds. 2 CONSUMER INSIGHT AT THE CORE Teenagers and their 1st period is a “complicated” subject (makes men laugh, makes women remember). 1 A ROLLER COASTER OF EMOTION The actresses and the script is built with “ups” and “downs” so that you keep watching. 3 PRODUCT-RELATED CONTENT Product-related content doesn’t mean “product everywhere” and “pack shots”. 4 LaMercatique
  45. LaMercatiqueLaMercatique DURING AFTERBEFORE HOW TO DEVELOP A 360° CAMPAIGN ON SOCIAL MEDIA + ++ Announce the film Publish teasers + share on Facebook Publish the film and use influencers to spread Making-of Behind the scenes Inspirational looks (This is just an example as there are many ways to do it)! INTERACTIONS
  46. LaMercatiqueLaMercatique AND IF YOU WANT TO GROW BIGGER YOU’D BETTER INVEST IN MEDIA EVEN WITH “THE BEST IDEA” Photocredit:MartinParr
  47. LaMercatiqueLaMercatique CREATE CONTENT FOR TARGETED VERTICAL COMMUNITIES AND NOT FOR “EVERYONE” Photocredit:MartinParr
  48. LaMercatiqueLaMercatique FIND YOUR SPOT THAT IS NOT OVER-CROWDED
  49. LaMercatiqueLaMercatique Build something 100 people love,! not something 1 million people kind of like! “ ’’Brian Chesky – founder of Airbnb
  50. LaMercatiqueLaMercatique NEED EXAMPLES?
  51. LaMercatiqueLaMercatique ADAPT YOUR PRODUCT AND ENTER INTO THE LOCAL POP CULTURE
  52. LaMercatiqueLaMercatique INTERESTING RESULTS, RIGHT? By Dentsu Media in Singapore
  53. LaMercatiqueLaMercatique NYX COSMETICS IS GENUINELY SOCIAL FACE AWARDS FOCUS ON BEAUTY VLOGGERS
  54. LaMercatiqueLaMercatique Photocredit:VictorSa HAVE A SENSE OF USEFULNESS CREATE CONTENT THAT PEOPLE CAN USE
  55. LaMercatiqueLaMercatique CREATE A HOW-TO IT’S A GREAT WAY TO BE USEFUL
  56. LaMercatiqueLaMercatique NO, YOUR MAKEUP TUTORIAL CAN’T LAST FOR 30 SECONDS Even if you were told people don’t look at long content – take the example of beauty bloggers! Photocredit:TomWood
  57. LaMercatiqueLaMercatique HER HOW-TOs CAN BE 12 MINUTES LONG AND ORGANICALLY GENERATE 3 MILLION VIEWS
  58. LaMercatiqueLaMercatique UNLESS IT IS VIEWED & SHARED IT’S TIME TO IGNITE YOUR CONTENT 3 Photocredit:MartinParr
  59. LaMercatiqueLaMercatique SHAREABILITY IS EVERYTHING SO MAKE SURE YOUR CONTENT IS SHAREABLE Photocredit:MartinParr
  60. LaMercatiqueLaMercatique THE MOST IMPORTANT PART OF YOUR CONTENT IS NOT YOUR CONTENT...
  61. LaMercatiqueLaMercatique Photocredit:MartinParr YOU NEED A HEADLINE SHORT, TWEETABLE, DESCRIPTIVE, ACCURATE
  62. LaMercatiqueLaMercatique MAKE SURE TO USE HASHTAGS #MARTINPARR #SMOKING #BURNED There are some rules for Instagram later on in the presentation ! Photocredit:MartinParr
  63. LaMercatiqueLaMercatique DON’T TRY TO ENTER A BUSY SPACE BECOME THE HUB AND BE THE SPACE Photocredit:MartinParr
  64. LaMercatiqueLaMercatique NEED EXAMPLES?
  65. LaMercatiqueLaMercatique NOWNESS IS CENTRAL IN THE LUXURY INDUSTRY AND IS A LVMH PLATFORM
  66. LaMercatiqueLaMercatique MAKEUP.COM IS GOING IN THE SAME DIRECTION AND IS A L’OREAL PLATFORM
  67. LaMercatiqueLaMercatique POP CULTURE IS ABOUT MEMES ACCEPT THAT PEOPLE WILL (RE)USE YOUR CONTENT Photocredit:MartinParr
  68. LaMercatiqueLaMercatique Photocredit:MartinParr MOMS OR DAUGHTERS? RESPECT THE CODES & USES 4
  69. LaMercatiqueLaMercatique MILLENNIALS ARE EXTREMELY SOPHISTICATED BULLSHIT DETECTORS Photocredit:TomWood
  70. LaMercatiqueLaMercatique THEY ARE MORE LIKELY TO BELIEVE INFLUENCERS ON THEIR OWN PLATFORMS
  71. LaMercatiqueLaMercatique BRANDS ARE ALWAYS AFTER “BIG IDEAS” BUT SMART MARKETING IS AN ADDITION OF GOOD SMALL IDEAS Photocredit:MartinParr
  72. LaMercatiqueLaMercatique USE THEIR CODES AND CREATE ANIMATED GIF THAT THEY CAN USE IN THEIR DAILY CONVERSATIONS
  73. LaMercatiqueLaMercatique BRANDS LIKE IKEA, COCA-COLA OR DOMINO’S PIZZA HAVE DIVED INTO THEM IT’S THE WILD WEST OF THE EMOJI ERA Photocredit:MartinParr
  74. LaMercatiqueLaMercatique MOBILE-CENTRIC ALSO MEANS VERTICAL CONTENT... Photocredit:MartinParr
  75. LaMercatique FROM HUGE HORIZONTAL SCREENS TO SMALL VERTICAL SCREENS VERTICAL ORIENTATION ACCOUNTS FOR 29% OF TIME SPENT IN THE U.S. IN 2015 SOURCE: Emarketer LaMercatique
  76. LaMercatique 9X HIGHER COMPLETION RATE FOR VERTICAL VIDEO ADS VS HORIZONTAL IN SNAPCHAT LaMercatique
  77. LaMercatiqueLaMercatique Photocredit:MartinParr BE IN THE RIGHT PLACE! USE PLATFORMS FOR WHAT THEY ARE GOOD AT 5
  78. LaMercatique FACEBOOK REACHED 4 BILLION DAILY VIEWS IN APRIL (and is reshaping the advertising world)! LaMercatique
  79. LaMercatique YOU NOW HAVE BETWEEN 2.8 AND 8 SECONDS TO CONVINCE LaMercatique
  80. LaMercatique HOW CAN YOU KILL IT ON FACEBOOK WITH NO SOUND IN JUST A FEW SECONDS? APPEALING IMAGE APPEALING TITLE TELL A STORY LaMercatique
  81. LaMercatique GUESS WHY ANIMATED GIF HAS ARRIVED ON TWITTER AND FACEBOOK LaMercatique
  82. LaMercatique ANOTHER WAY OF SEEING IT IS CINEMAGRAPH LaMercatique
  83. LaMercatique FACEBOOK AVERAGE AGE IS 41 WHAT YOU SHARE TODAY SHOULD BE DIFFERENT FROM WHAT YOU WERE SHARING 4 YEARS AGO LaMercatique
  84. LaMercatique ADAPT YOUR CONTENT FOR EACH PLATFORM AND EACH TYPE OF COMMUNITY THE BEHAVIOR OF A PERSON PINNING IS DIFFERENT FROM EVERYTHING ELSE IT’S ALL ABOUT BUYING AND INSPIRATION IT MEANS BRANDS NEED TO CREATE LaMercatique
  85. LaMercatique SOURCE: The Power of Visual Storytelling PINTEREST ACCOUNTS FOR 25% OF SEPHORA’S RETAIL REFERRAL TRAFFIC PINTEREST FOLLOWERS SPEND 15X MORE THAN FACEBOOK FANS LaMercatique
  86. LaMercatiqueLaMercatique MASTERING INSTAGRAM THE VISUAL APP
  87. LaMercatiqueLaMercatique FOCUS ON QUALITY People scroll down and stop when something catches their eye and piques their interest. It’s the same when exploring with hashtags (3 columns) Taco Bell is a good example. You wouldn’t naturally follow a fast food company, but their content is always eye-catching, relevant and engaging. Courtesy  of  Hubspot  
  88. LaMercatiqueLaMercatique POST OFTEN (ALWAYS) ON) The brand posting frequency is being normalized as 30% of brands post between 10 and 20 times/month. MAC Cosmetics posts 4.54 times per day, and it’s worth noting that they don’t sacrifice quality. On March 5th 2015, they posted 8 photos and got an average of 33K likes from their 3 million followers. Courtesy  of  Hubspot  
  89. LaMercatiqueLaMercatique DON’T MISUSE THE HASHTAG It is totally possible to misuse hashtags if you’re using too few, if they’re irrelevant or you’re not using any at all. Correct use also depends on brand notoriety and the community you are trying to get into. Hashtags are used to reveal content so, for example, you can use popular/trending hashtags. GoPro could probably eliminate hashtags, because they have 4.3 million followers. But they choose to continue using this “tool”. Courtesy  of  Hubspot  
  90. LaMercatiqueLaMercatique DON’T MISUSE THE HASHTAG Courtesy  of  Hubspot   0 HASHTAGS 18% interaction per 1K followers 1 HASHTAG 29% interaction per 1K followers 2 HASHTAGS 41% interaction per 1K followers 3 HASHTAGS 39% interaction per 1K followers 4 HASHTAGS 31% interaction per 1K followers 5 HASHTAGS 43% interaction per 1K followers 6 HASHTAGS 33% interaction per 1K followers 7 HASHTAGS 30% interaction per 1K followers 8 HASHTAGS 39.5% interaction per 1K followers 9 HASHTAGS 49.5% interaction per 1K followers 10 HASHTAGS 22% interaction per 1K followers 11 HASHTAGS 79.5% interaction per 1K followers
  91. LaMercatiqueLaMercatique DON’T BUY FOLLOWERS It takes time to build an organic engaging base of followers. Nike only posts 0.45 times per day, but they really make an effort to create a genuine connection with their audience through their content. This is why they have the most dominant presence on the social network. High-quality images, captivating captions, location tagging, branded hashtags. Courtesy  of  Hubspot  
  92. LaMercatiqueLaMercatique DON’T BE OVER PROMOTIONAL + UGC Here’s the tricky part: how can you be “product-centric” without being boring about it? Overly promotional posts come across as selfish, lazy and potentially distasteful. Ben & Jerry’s grew by 14K followers/month and the brand regularly shares fans’ photos. What a better way to get people excited about taking pictures with your product? Courtesy  of  Hubspot  
  93. LaMercatiqueLaMercatique A TAKE ON THE FUTURE OF CONTENT?
  94. LaMercatiqueLaMercatique Contact me and I’ll tell you everything.! (yes, I’m teasing)! Gregory Pouy gregory.pouy@lamercatique.com @gregfromparis
  95. LaMercatiqueLaMercatique Photocredit:MartinParr

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