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The Art
of Content Creation
Sabeen H. Ahmad
Publicis North America
t: @sabean21
Why is Content Important?
2
To Provide Value in Owned
and Earned Spaces
3
Creativity
Collaboration
Assessment
Research
Thought
ASsessmentRT
Why? (Por qué? Pourquoi? Proč? 为什么?)
6
AResearchT
IdentifyYourAudience
 Who are you talking to?
 Where are they in social/other spaces/places?
 What are they doing?
 Wh...
WhoAreYouTalkingTo?
9
Social:
• Skippers
• Snackers
• Savvies
• Stars
Tools:MROCSurveys&GoodoldResearch
10
AProfile Emerges
AGE:
22 – 30
THEIR SOCIAL BEHAVIOR:
INCOME:
THEIR SOCIAL PARTICIPATION:
THEIR MOBILE BEHAVIOR:
$45 - 70K+...
Develop Info-Rich Personas
12
Map out your Consumer Journey
13
What Can We Offer Them Through Social?
We are here to help
you feel good about
your choices
We have expertise
to help you ...
Content Strategy is Imperative
15
Define your Brand Voice
ARThought
18
Go Forth and Con-tent Create…
19
Be Inspired
20
Don’t Recreate The Wheel
21
Keep Design in Mind
22
Harness the power of each platform
Recognizing Realities: Real-Time Content
23
Recognizing Realities: Planned Content
24
Tool: 5 Questions toAskYourself aboutYour Content
1. Does this content help the brand achieve its goals?
2. Is the content...
BIG DATA (Again.)
Use Tools to Delve Deeper
27
AnalyzeAnalytics
28
Get to KnowYour Community Better
29
Optimize!
30
 Discover product / brand issues  product development feedback
 Identify Competitive Insights
 Find Fans,...
Engage!
31
Assessment
Research
Thought
THANK YOU
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Engage Prague 2015: Sabeen H. Ahmad, Publicis

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The Art Of Content Creation

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Engage Prague 2015: Sabeen H. Ahmad, Publicis

  1. 1. The Art of Content Creation Sabeen H. Ahmad Publicis North America t: @sabean21
  2. 2. Why is Content Important? 2 To Provide Value in Owned and Earned Spaces
  3. 3. 3 Creativity Collaboration
  4. 4. Assessment Research Thought
  5. 5. ASsessmentRT
  6. 6. Why? (Por qué? Pourquoi? Proč? 为什么?) 6
  7. 7. AResearchT
  8. 8. IdentifyYourAudience  Who are you talking to?  Where are they in social/other spaces/places?  What are they doing?  What do they find interesting/Relevant? 8
  9. 9. WhoAreYouTalkingTo? 9 Social: • Skippers • Snackers • Savvies • Stars
  10. 10. Tools:MROCSurveys&GoodoldResearch 10
  11. 11. AProfile Emerges AGE: 22 – 30 THEIR SOCIAL BEHAVIOR: INCOME: THEIR SOCIAL PARTICIPATION: THEIR MOBILE BEHAVIOR: $45 - 70K+ THEIR INTERESTS: 78% Own a Smartphone Top activities include SMS, web surfing, emailing, playing games, listening to music, watching videos/TV, social networking, online shopping, and using search Technology • Social Media • Music • Sports • Entertainment • Shopping Renters or in multi-family homes • Few are married or have children • Small savings • Financial management basics but want to learn more A LITTLE ABOUT THEM: 9% 6% 14%28% AGE: 25-34 80% 71% 46% 33% 27% 9% AGE 25-34 SPECTATOR80% JOINER71% CRITIC46% CREATOR33% COLLECTOR27% INACTIVE9% Source: Forrester Technographics  Who are you talking to?  Where are they in Social?  Where are they in other spaces/places?  What are they doing?  What do they find Interesting/Relevant?
  12. 12. Develop Info-Rich Personas 12
  13. 13. Map out your Consumer Journey 13
  14. 14. What Can We Offer Them Through Social? We are here to help you feel good about your choices We have expertise to help you in areas of your life that matter most We are transparent and enthusiastic troubleshooters We are here to make your life better (and not just to promote our products)
  15. 15. Content Strategy is Imperative 15
  16. 16. Define your Brand Voice
  17. 17. ARThought
  18. 18. 18 Go Forth and Con-tent Create…
  19. 19. 19 Be Inspired
  20. 20. 20 Don’t Recreate The Wheel
  21. 21. 21 Keep Design in Mind
  22. 22. 22 Harness the power of each platform
  23. 23. Recognizing Realities: Real-Time Content 23
  24. 24. Recognizing Realities: Planned Content 24
  25. 25. Tool: 5 Questions toAskYourself aboutYour Content 1. Does this content help the brand achieve its goals? 2. Is the content relevant to your audience? 3. Is the voice unique to the brand? 4. Is the content valuable or entertaining? 5. Would you personally share this content?
  26. 26. BIG DATA (Again.)
  27. 27. Use Tools to Delve Deeper 27
  28. 28. AnalyzeAnalytics 28
  29. 29. Get to KnowYour Community Better 29
  30. 30. Optimize! 30  Discover product / brand issues  product development feedback  Identify Competitive Insights  Find Fans, Advocates and Influencers  Identify emerging content themes and topics through engagements
  31. 31. Engage! 31
  32. 32. Assessment Research Thought
  33. 33. THANK YOU

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