Embed Size (px)
Citation preview
1
Create, Connect, Optimize The New Formula For Content Success
Shane Snow
Chief Creative Officer
Contently
@shanesnow
@shanesnow 2
A question.
2
@shanesnow 3
Who do you trust more?
z
@shanesnow 4
I created a poll…
3
@shanesnow 5
Poll conducted March 2014. +/- appx 5% margin of error.
Queen v. Rowling
@shanesnow 6
4
@shanesnow 7
A couple of stories:
@shanesnow 8
Story #1:
Jacque Prévert
& The Beggar
5
@shanesnow 9 @shanesnow
@shanesnow 10
I’m
blind
6
@shanesnow 11 @shanesnow
@shanesnow 12
Spring is
coming,
but I won’t
see it
7
@shanesnow 13
Story #2:
Ryan Gosling
& Me
@shanesnow 14 @shanesnow
8
@shanesnow 15
Story #3:
Doug & The
Machine
@shanesnow 16 @shanesnow
9
@shanesnow 17
@shanesnow 18
10
@shanesnow 19
@shanesnow 20
Tens of millions of dollars
@shanesnow
11
@shanesnow 21 @shanesnow
@shanesnow 22
12
@shanesnow 23
@shanesnow 24 @shanesnow
13
@shanesnow 25
“Can I go again?”
@shanesnow
@shanesnow 26
Stories are powerful.
14
@shanesnow 27
Great stories build relationships.
@shanesnow
@shanesnow 28
Great stories make us care.
@shanesnow
15
@shanesnow 29
Great stories can change our attitudes.
@shanesnow
@shanesnow 30
Your brain on facts
16
@shanesnow 31
Your brain on stories
@shanesnow 32
We’re programmed for stories.
17
@shanesnow 33
@shanesnow 34
Research: “Storytelling can break down
barriers to foster compassion,
tolerance, and respect
for difference.”
18
@shanesnow 35
Research: “Storytelling has an impact on
participants’ interpersonal
relationships, empathy, and
sense of connectedness.”
@shanesnow 36
Great stories build relationships.
@shanesnow
19
@shanesnow 37
Great stories make us care.
@shanesnow
@shanesnow 38
Great stories can change our attitudes.
@shanesnow
20
@shanesnow 39
Businesses have always wanted to do this.
@shanesnow 40
21
@shanesnow 41
@shanesnow 42
Storytelling Marketing
Content Marketing
@shanesnow
22
@shanesnow 43
Storytelling Marketing
Technology
@shanesnow
@shanesnow 44
23
@shanesnow 45
@shanesnow 46
24
@shanesnow 47
“We are a media company now.” –David Beebe, Marriott vice president of global creative.
@shanesnow 48
Stories are a smarter way to do marketing.
25
@shanesnow 49
Stories are a smarter way to build relationships.
@shanesnow
Shouting into the hurricane.
50
26
@shanesnow
Shouting into the hurricane.
51
How?
a.d. 1500
52
27
53
54
28
55
56
29
57
58
30
59
60
31
61
The Daily Gossip
62
By Antonio!
32
63
The Daily Gossip
64
33
65
Figure out what the audience wants first, then figure out the
technology and process to use. (Most of us do this backwards.)
34
Publishing strategy matters. (How you publish is as important as what you publish.)
A deeper pattern…
35
69
70
CREATE
36
71
CREATE
CONNECT
72
CREATE
CONNECT
37
73
The Daily Gossip
By Antonio!
CREATE
CONNECT
74
The Daily Gossip
By Antonio!
CREATE
CONNECT
38
75
The Daily Gossip
By Antonio!
CREATE
CONNECT
76
The Daily Gossip
CREATE
CONNECT
39
77
The Daily Gossip
CREATE
CONNECT
78
The Daily Gossip
CREATE
CONNECT
40
1851
79
80
41
81
V.S.
82
42
83
84
43
85
V.S.
86
44
When content is everywhere, go deep.
Quality builds loyalty.
45
The pattern!
90
CREATE
46
91
CREATE
CONNECT
92
CREATE
CONNECT
47
93
CREATE
94
CREATE
CONNECT
48
95
CREATE
CONNECT
96
CREATE
CONNECT
49
2012
97
50
99
CREATE
100
CREATE
51
101
CREATE
CONNECT
102
CREATE
CONNECT
52
103
CREATE
104
CREATE
CONNECT
53
105
CREATE
CONNECT
106
CREATE
54
107
CREATE
CONNECT
108
CREATE
CONNECT
55
The faster you crank The Flywheel, the faster you can create content that works.
CREATE
CONNECT
56
But what is it that
you’re optimizing?
111
Optimize the content you make, and the way you distribute it.
CREATE
CONNECT
57
113
CREATE
z
58
59
STORY MATRIX
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
60
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
61
American Express OPEN Forum
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
62
AmEx Small Business Saturday
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
63
z
GE Reports
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
64
Infographics @ Universal
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
65
Telling products’ stories @ Groupon
z
Timely Seasonal Evergreen
Interests
& values
Company &
customers
Products &
services
STORY MATRIX
66
CONNECT
132
67
B2B B2C
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
B2C
68
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
69
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
B2C
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
SOCIAL
CHANNELS
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Youtube
B2C
70
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Youtube
SnapChat/Kik
B2C Linkedin
Youtube
B2B
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
B2C Youtube
SnapChat/Kik
Youtube
71
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Youtube
SnapChat/Kik
Youtube
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
72
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
B2B B2C
BR
AN
DIN
G
CO
NV
ER
SIO
N
OWNED
SITE
Slideshare
Sponsored
webinars
Sponsored
content
Sponsored
content
Youtube
SnapChat/Kik
Youtube
73
145
Email is 100x more effective than organic
social
While a newsletter sent to 100,000
subscribers can easily result in
10,000 readers within a few hours, a
Facebook or Twitter update sent to
the same following is likely to produce
less than 70.
146
Organic social is all about your readers’
social
The secret is that the majority of your social
media traffic will come when other people—
such as your email subscribers or influencers
you interview—share your content, not when
you share your own content.
74
147
Paid distribution is now the most cost
effective way to do social
Optimize for…
BRAND and/or CONVERSION
75
Either way, start with engagement
76
77
78
79
157
80
81
@shanesnow 161
Great stories build relationships.
@shanesnow
@shanesnow 162
Great stories make us care.
@shanesnow
82
Content Marketing Strategy Resources: contently.com/strategist
All my contact info and stuff: shanesnow.com
