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Ever wonder if your content resonates with your audience? Social engagement can provide positive reinforcement, but how do you know if your content truly has impact? Sarah will discuss what defines “good” content, provide industry-relevant examples and showcase the top 10 principles every writer needs to know. This session will provide clear takeaways to improve your social, PR and SEO content.
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HANSON DODGE CREATIVEMaking the world more active.™
@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
What is content?
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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?
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
20% of all time spent online is devoted to reading content.
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Source: Content Marketing Institute
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
What is good content?
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@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Educational, provides facts or details
Principles of Good Content
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
47% of all social posts contain content-sharing links
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Source: MarketingProfs
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.13
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Inspirational, joyful, heartwarming
Principles of Good Content
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Only 4% of women around the world consider themselves beautiful.
Dove is committed to building positive self-esteem and inspiring women.
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#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.18
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Honest and open, easy to understand
Principles of Good Content
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.24
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.25
ResultsOver 20,000 questions answeredMore than 2 million visits to the site Visitors spend 4:30 minutes (avg.) on the siteVisitors read ~12 questions per visit
@sarahvanelzen #PRSMContent
Principles of Good Content
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Designed for a practical purpose, solves problems, productive
Principles of Good Content
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.31
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.32
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Causes laughter, happiness, enjoyment
Principles of Good Content
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37
@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.38
@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
50% of people talk with friends after watching a video
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Source: Google Think
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40
@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Leads to a business deal, conversion or sale
Principles of Good Content
#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43
@sarahvanelzen #PRSMContent#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Posts with photos attract 120% more engagement than the average post
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Source: Wishpond
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Searchable, targeted, result provides expected outcome
Principles of Good Content
#7 Optimized
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.47
@sarahvanelzen #PRSMContent
#7 Optimized
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.48
@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Relates to the audience, specific, personal
Principles of Good Content
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.51
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Social posts with less than 80 characters get 66% more engagement
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Source: Track Social
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.55
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56
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 #PRSMContent
Principles of Good Content
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.58
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Smart, clever and able to move quickly
Principles of Good Content
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Upholds brand position, values and voice
Principles of Good Content
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.70
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.71
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75
ResultsGrew community from 66,042 to 137,756100% growth from year to year56,412 sweepstakes entries20,000 email opt-insRaised $13,000 for community partner (Bucket Brigade) and developed ongoing philanthropic relationship with ACGA Record e-commerce and shelf sales
@sarahvanelzen #PRSMContent
Principles of Good Content
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76
@sarahvanelzen #PRSMContent
Want a copy of the poster?
Drop a business card, tweet me @sarahvanelzen or email [email protected]
HANSON DODGE CREATIVEMaking the world more active.™