How do we make brands relevant when producing content?
Within this presentation we explore some key points to think about when producing content to ensure a brand is relevant within this content.
As consumers change the way they consume content, brands and companies need to change the way they communicate with their customers. It is no longer a one-way communication from the brand to their customers. Brands needs to evolve to storytelling and creating content their customers want to consume throughout the entire purchase funnel.
Within this presentation we focus on a case study of a male focused branded content channel called MSN Locker Room. This presentation was presented at the Malaysia Media Conference July 2013.
11. “Content marketing is the creation of valuable
and compelling information on a consistent
basis, by a brand to a prospect or customer, in
order to create a profitable action. It’s the idea
that brands are starting to think and act more
like publishers, and deliver relevant information
to consumers at critical stages of the buying
process.”
Joe Pulizzi, Founder of Content Marketing Institute.
14. consumer in
mind at all times
2. deep understanding of target audience
3. understand what content they consume,
where they consume it, how they consume it
and how they interact with it
4. build content for your audience
15.
16. reaching & engaging
malaysian men
used websites for advice & entertainment
social networks layed a big part
liked to share
hang with
other Bro’s
24. • engaged with 800,000 Malaysian men in just 8 months
• achieved 2,247,547 page views, surpassing page view targets by 253%
• average time per user on site was 4min 33 sec
• more than 1200 likes and 1500 shares across the MSN Locker Room
Content
• customized research showed double-digit growth in brand
consideration, awareness and attribute recall across all brands
25.
26. • no more shouting. storytelling is the way!
• content needs to be created with the consumer in
mind at all times
• know your audience
• understand what content your audience
consumes, where they consume it, how they consume
it
• build content for your audience, which keeps your
brand relevant within the conversation and in turn