Agenda- Connecting with the customer
- Connecting your communications
- Connecting your organisation
- Putting these ideas into practice
What I’m going to talk about…
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Dupain Charles CC BY ND 2.0
There are lots of dots to connect when it comes to content…
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Brilliant Noise: Fast change, lasting impact.
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customers
brand
products
teams
channels
formatsmarkets
paid
search
social
legal
sales
measure-ment
a-j clicks CC BY ND 2.0
…so many, that it often feels easier not to connect them at all.
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Giulian Frisoni CC BY 2.0
But that won’t build an efficient, scaleable, and successful content programme.
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Your customers are more connected than ever. And they expect your brand to be more connected too, with their needs, their habits and their experiences.
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Brilliant Noise: Fast change, lasting impact.
How? Connected content planning
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Rosmarie Voegtli, CC BY 2.0
Connect with your customer: move from messages to relationships
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Connecting with the customer
Common purpose: Yarra, agricultural chemical company.
“Farmers don’t buy fertiliser. They grow crops.”
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Brewbooks CC BY SA 2.0
Connect your communications: provide the right content to the right user at the right time
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Push and pull content
Connecting your communications
Push: Content that the brand ‘pushes’ out to the customer.
Pull: Content the user ‘pulls’ to them by searching for it, or seeking it out.
AUDIENCE & NEEDS
BRAND & PURPOSE
FORMAT
PUSH CHANNEL
PULL CHANNEL
IDEA�INFO
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Connecting your communications
Campaign: Monthly or quarterly content with a short life-span, planned a long time in advance
Always-on: Content published on a daily basis to give a fresh, seasonal, or relevant perspective, planned reactively
Evergreen: Content that is always relevant to your audience, which is created once and has a long life-span
Campaign, always-on, evergreen
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Connecting your communications
Heading 2 Customer decision
journey stage Push, pull Campaign, always-on, evergreen Channel
Consideration Push Campaign, always-on Above the line, Facebook, YouTube, Twitter, Instagram, PR
Evaluation Pull Evergreen Organic search and website, app, YouTube search
Buy Push and pull Campaign, always-on, evergreenAbove the line, Facebook, YouTube, Twitter, Instagram, email, organic search and website, app
Bond and enjoy Push and pull Always-on, evergreen Facebook, Twitter, YouTube, Instagram, email, website, app
Advocate Push and pull Campaign, always-on, evergreenFacebook, YouTube, Twitter, Instagram, email, website, third party sites
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CEA + CC BY 2.0
Plan all your content as one connected whole
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A connected content planning method Ideal if you have lots of stakeholders and/or siloed teams working on content in insolation. It works for 5-30 participants.
Connected content planning method
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
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Do the right research
User insight
- What do they need?
- How do they feel?
- Where will they be?
- When will they need it?
Content insight
- Performance of previous content e.g.
- reach
- engagement
- attention
- shares
- sales.
Brand insight
- Purpose
- Values
- Priorities
- Events
- Products
- O"ers
Connecting your communications
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Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
© Brilliant Noise 2016
Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Individual brain-swarming using the common purpose model
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
© Brilliant Noise 2016
Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
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William Warby CC BY 2.0
Brainswarming: create content ideas alone, then come together to discuss and refine them
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Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
© Brilliant Noise 2016
Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
© Brilliant Noise 2016
Connected content planning workshops
1. Gather your research
2. Brief participants
3. Map your insights
4. Brainswarm for ideas
5. Re!ne the ideas together
6. Assign responsibilities
7. Don’t forget the process and insight
Connecting your communications
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Connecting your communications
Example content planner
Working title User insight Brand connection Push, pull? Campaign, always-on, evergreen? Channel
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Steve Bates CC BY 2.0
Connect your organisation: build culture and operations that support great content
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Silos get in the way of great content: find a ways to break them, or work across them
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Connecting your organisation
Siloed content organisation
Team
Research and planning
Production
Measurement
Team
Research and planning
Production
Measurement
Team
Research and planning
Production
Measurement
Team
Research and planning
Production
Measurement
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Connecting your organisation
Insight, research and theme
Team Team Team Team
Collective planning
Planning Planning Planning Planning
Production Production Production Production
Measurement
Publication Publication Publication Publication
Connected content organisation
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Technology creates connections
- Content marketing platforms and social relationship platforms can help connect an organisation.
- Shared content themes
- Collective content planning and calendars
- Upholding standards
- Automating and standardising work#ows
- Supporting real-time measurement and optimisation
Connecting your organisation
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Technology creates connections
Connecting your organisation
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Title
0
350
700
1050
1400
With social relationship platform Without social relationship platform
Average shares
Average likes
Average comments
With social relationship platform Without social relationship platform
Case study: American Express
Connecting your organisation
- A pilot scheme for connected content planning in two key markets.
- Increased customer engagement by 200%
- Improved content e$ciency by 500%.
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Nicholas Raymond CC BY 2.0
1. Connect with your customer: move from messages to relationships
2. Connect your communications: provide the right content to the right user at the right time
3. Connect your organisation: build culture and operations that support great content
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Thank you
www.brilliantnoise.com | @la_pope
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