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An updated version of Principles of Good Content, used to present at Marquette University in it's Content Strategy class.
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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
4
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
79% of time online is spent interacting with content.
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Source: Content Marketing Institute
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@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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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@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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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
What is good content marketing?
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.12
@sarahvanelzen#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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.14
@sarahvanelzen
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.15
@sarahvanelzen#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16
@sarahvanelzen#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.19
@sarahvanelzen#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.20
@sarahvanelzen#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.21
@sarahvanelzen#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22
@sarahvanelzen#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23
@sarahvanelzen#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.26
@sarahvanelzen#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.27
@sarahvanelzen#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.28
@sarahvanelzen#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29
@sarahvanelzen#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30
@sarahvanelzen#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.33
@sarahvanelzen
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34
@sarahvanelzen#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.35
@sarahvanelzen#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.36
@sarahvanelzen#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37
@sarahvanelzen#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
38
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
39
Causes laughter, happiness, enjoyment
Principles of Good Content
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.41
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.42
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.44
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.45
@sarahvanelzen#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.49
@sarahvanelzen#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.50
@sarahvanelzen#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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.52
@sarahvanelzen#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53
@sarahvanelzen#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.56
@sarahvanelzen#7 Optimized
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57
@sarahvanelzen
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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@sarahvanelzen
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.60
@sarahvanelzen#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61
@sarahvanelzen#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62
@sarahvanelzen#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63
@sarahvanelzen
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.64
@sarahvanelzen#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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.66
@sarahvanelzen
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67
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
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68
@sarahvanelzen
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69
@sarahvanelzen#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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Smart, clever and able to move quickly. Also known as “newsjacking”
Principles of Good Content
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72
@sarahvanelzen
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73
@sarahvanelzen
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74
@sarahvanelzen#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75
@sarahvanelzen#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76
@sarahvanelzen#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen
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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.79
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.80
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.81
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.82
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.83
@sarahvanelzen
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.84
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.85
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.86
@sarahvanelzen#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.87
@sarahvanelzen
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Drop a business card, tweet me @sarahvanelzen or email [email protected]
HANSON DODGE CREATIVEMaking the world more active.™