HANSON DODGE CREATIVEMaking the world more active.™
@sarahvanelzen
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
What is content?
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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Campaigns.
TV spots.Online ads.
Press releases. Videos.
Tweets.
Articles.
White Papers. Slides.
Facebook posts.
Blogs.
Social ads.
Webinars.
eBooks.
What is content?
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@sarahvanelzen
79% of time online is spent interacting with content.
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Source: Content Marketing Institute
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@sarahvanelzen
Content strategy verses
Content marketing
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
Content strategy delves deeper into the creation, publication, and governance of useful, usable content. It seeks to manage content as a strategic asset across the
entirety of the organization.
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@sarahvanelzen
Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience — with the
objective of driving profitable customer action.
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@sarahvanelzen
What is good content marketing?
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
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Educational, provides facts or details
Principles of Good Content
#1 Informative
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@sarahvanelzen#1 Informative
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47% of all social posts contain content-sharing links
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Source: MarketingProfs
#1 Informative
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@sarahvanelzen
#1 Informative
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@sarahvanelzen#1 Informative
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@sarahvanelzen#1 Informative
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Inspirational, joyful, heartwarming
Principles of Good Content
#2 Emotional
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@sarahvanelzen#2 Emotional
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@sarahvanelzen#2 Emotional
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@sarahvanelzen#2 Emotional
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@sarahvanelzen#2 Emotional
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@sarahvanelzen#2 Emotional
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Honest and open, easy to understand
Principles of Good Content
#3 Transparent
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@sarahvanelzen#3 Transparent
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@sarahvanelzen#3 Transparent
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@sarahvanelzen#3 Transparent
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@sarahvanelzen#3 Transparent
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@sarahvanelzen#3 Transparent
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Designed for a practical purpose, solves problems, productive
Principles of Good Content
#4 Useful
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@sarahvanelzen
#4 Useful
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@sarahvanelzen#4 Useful
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@sarahvanelzen#4 Useful
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@sarahvanelzen#4 Useful
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@sarahvanelzen#4 Useful
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Causes laughter, happiness, enjoyment
Principles of Good Content
#5 Amusing
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@sarahvanelzen#5 Amusing
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@sarahvanelzen#5 Amusing
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@sarahvanelzen#5 Amusing
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@sarahvanelzen#5 Amusing
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@sarahvanelzen#5 Amusing
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@sarahvanelzen#5 Amusing
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50% of people talk with friends after watching a video
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Source: Google Think
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@sarahvanelzen
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@sarahvanelzen
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Leads to a business deal, conversion or sale
Principles of Good Content
#6 Transactional
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@sarahvanelzen#6 Transactional
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@sarahvanelzen#6 Transactional
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@sarahvanelzen
Posts with photos attract 120% more engagement than the average post
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Source: Wishpond
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@sarahvanelzen#6 Transactional
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@sarahvanelzen#6 Transactional
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Searchable, targeted, result provides expected outcome
Principles of Good Content
#7 Optimized
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@sarahvanelzen#7 Optimized
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@sarahvanelzen
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Relates to the audience, specific, personal
Principles of Good Content
#8 Relevant
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@sarahvanelzen#8 Relevant
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@sarahvanelzen#8 Relevant
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@sarahvanelzen#8 Relevant
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@sarahvanelzen
#8 Relevant
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@sarahvanelzen#8 Relevant
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@sarahvanelzen
Posts with less than 80 characters get 66% more engagement
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Source: Track Social
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@sarahvanelzen
#8 Relevant
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Results250+ total stories53 million+ media impressions200+ TV mentionsAt least two TV crews covered the event each dayOpening Day: 4 TV crews, 2 news choppers, print feature1,664,614 Facebook impressions gained during the event1,260,986 Twitter impressions gained during the event
@sarahvanelzen
Principles of Good Content
#8 Relevant
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@sarahvanelzen
#8 Relevant
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@sarahvanelzen#8 Relevant
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Smart, clever and able to move quickly. Also known as “newsjacking”
Principles of Good Content
#9 Agile
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#9 Agile
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#9 Agile
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@sarahvanelzen#9 Agile
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@sarahvanelzen#9 Agile
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@sarahvanelzen#9 Agile
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Upholds brand position, values and voice
Principles of Good Content
#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen
#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen#10 Brand-driven
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@sarahvanelzen
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HANSON DODGE CREATIVEMaking the world more active.™