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Content – how to plan and create a sucessKomfo Summit 2016
Rasmus Fisker22-09-2016
Rasmus FiskerContent & Strategy Director
Twitter: @rasmusfisker
LinkedIn:Rasmus Fisker
E-mail: [email protected]
What your brand is interested in saying
What the target group is interested in hearing
Content
3. CONTENT IS COMMUNICATION USERS CHOSE TO ENGAGE WITH
WHAT’S THE ROLE (AND COMMITMENT) TO CONTENT
Campaign AgnosticConsistent ‘ownable’ territory
Smaller, higher value, audienceScheduled regularly
Long Term Owned Audience Growth
Campaign AlignedSystem Integrated
Broad ReachBurst
Short-term advertising metrics / KPIs
Brand as publisherAdvertising Campaign
Own an AudienceReach an Audience
Highly Com
mitted Publishing
approach
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Inspire‘Inspire is the big-ticket hero content. The experiential stunt, the hit YouTube video or the ad funded telly programme designed
for wide-scale appeal and awareness and often, but not always, designed as part of a campaign launch’
Inform‘Inform is exactly that: how-to videos, product demos, stuff that answers consumer questions or needs. This is often the next
step in your comms journey: capture your audience’s attention with evergreen and inspirational content, and then make it relevant to them with content that is both informative and useful’
’
Involve‘Involve is about then engaging with the audience. This is often the smaller scale, always-on content and could include social
community management and competitions. It gives longevity to a campaign and is designed to grow your base of brand advocates’
Inform Involve
What consumer mind-set?
KPI’s
Inspire
What is it?
Primary objective
Story tellingDifferentiating
High reach
User ‘grazing” time
Awareness
Cumulative ViewsLove Index
InformativeEvergreenOn Product
ConsistentEngaging
High Frequency
Active Search
Consideration
Long Tail View CountSearch Ranking
Appointment to ViewDeep Diving
Advocacy
View Through RatesSubscribers
Framework
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT
PLATFORM
FACEBOOKSNAPCHATYOUTUBEWEBSITESEO
BLOGGERS
INSPIRE INFORM INVOLVE
3. CONTENT IS COMMUNICATION USERS CHOSE TO ENGAGE WITH
CONTENT MUST BE DESIGNED WITH THE CONNECTION IN MIND
CASE
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Nestlé Infant nutrition
Challenge
Start healthy, stay healthy
Primary content objective: Inform
Purpose: Trust
It’s a kids world
Primary content objective: Inspire
Purpose: Likability, WOM, Trust
The Parent’s Club
Primary content objective: Involve
Purpose: Likability, WOM, Connecting to target group
Content pillars
Insight:Parents are always trying to make the right choices for their children
Proposition:Nestlé can help you give your child the best start to their life.
Focus on Inform-content
Give useful knowledge on infant nutrition, positioning Nestlé as experts in the field.
Showing 150 years of experience
Start Healthy Stay Healthy
Start Healthy Stay Healthy - examples
Start Healthy Stay Healthy - examples
Insight:Children rejoice over small things that grownups often don’t see.
Proposition:A kid’s world is different from ours -that’s why they need different things.
Focus on Inspire content.Showing the fun and cute everyday life of children
Building our ethos, as one who knows children
It’s a kids world
The infant loop
Happiness is …
Happiness is …
Insight:Being a parent is a lot of work, so sometimes you need good easy options
Proposition:Problem free solutions for smart families
Involve the parent community in sharing their own tips, knowledge and experiences in life as a parent.
Parent’s club
Content flow
PASSIVE EVALUATE POST-PURCHASETRIGGER ACT
1 2 3 4 5
CONTENT INSPIRE INFORM INVOLVE
Rasmus FiskerContent & Strategy Director
Twitter: @rasmusfisker
LinkedIn:Rasmus Fisker
E-mail: [email protected]
