A presentation on how creating great content builds brands. Presented by Carla Januska, Creative Director and Jennifer Manion, Content Strategist, Go East

1. WELCOME
Feed the Beast:
Creating Content
for Brands
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2. AGENDA
inspire you to
think differently about
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content

3. WHY CARE ABOUT RICH CONTENT?
On a typical day in the US, 59% of all adults are online
59% use a search engine
43% use a social network
28% look online for product
28% watch a video
23% do research for their jobs
17% look for information
11% tag online content
10% read someone’s blog
4% post a comment or
information before buying
on Wikipedia
review a product
source: http://www.pewinternet.org/Static-Pages/Trend-Data/Online-Activities-Daily.aspx
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4. A REALLY BIG BEAST
140 million people
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5. CONTENT
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6. CONTENT
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7. CONTENT
It is what Internet users seek to:
see,
read,
learn about,
experience,
and ultimately share.
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8. FEED THE BEAST
New Demands
on Brands
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9. NEW DEMANDS ON BRANDS
What’s changed?
everyone tells the brand’s story
the story can change in a minute
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multichannel means multi-everything
legacy equity may not be a benefit

10. Sunday, March 11, 2012

11. NEW DEMANDS ON BRANDS
Brands live in the culture,
not in the marketplace.
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12. NEW DEMANDS ON BRANDS
The culture
demands creativity.
And the currency of creativity
is content
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13. NEW DEMANDS ON BRANDS
Marketers are the new Medici
They support and sustain the brand with
content creation
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14. NEW DEMANDS ON BRANDS:
CONTENT MAKES BRANDS
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15. WHAT IS RICH CONTENT?
Brands demand not only content,
but rich content.
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16. WHAT IS RICH CONTENT?
multi-layered
robust
abundant
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Productive
Rich
full
vivid
strong
ample
resonant

17. A spectrum of content
informs
|
educates
|
convinces
|
tells a
story
|
engages
emotionally
|
sparks
conversation
|
engagement content
RICH CONTENT
functional content
|
describes
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|
validates
|
engages
intellectually
|
raises
awareness
|
entertains
|
inspires
|
motivates
action

18. WHY RICH CONTENT
Rich Content
advances your
business goals
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meets the needs of
your audience
reflects your
brand
builds and
maintains your
brand’s story

19. WHY RICH CONTENT
A brand with rich content that
establishes clout, enjoys the trust
and respect of its loyal fans and
earns credibility and authority in
the marketplace.
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20. RICH CONTENT FOR B2B
Cisco
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21. CISCO
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22. THE PAYOFF
Brand advocates
who evangelize:
consumers who
actively promote the
brands, products and
services they love
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23. EFFECTIVE WEBSITE CONTENT CAN ALSO DRIVE OFFLINE SALES
37%
higher
Did not visit Visited site
Average spend of consumers
in brick and mortar stores
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200%
more
Non-visitors Web visitors
Percentage increased spend
of brand website visitors

24. SO RICH CONTENT CAN ALSO ADD VALUE BY:
More efficiently generating word-of-mouth buzz about your brand
Yielding a better ROI than traditional media
Cultivating customers who are motivated to interact
(e.g., to complete a sale)
Driving sales through customer reviews
Reducing customer service costs
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25. HOW DO WE CREATE RICH CONTENT?
A process for rich content
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26. Sunday, March 11, 2012

27. Rich content must be planned
content. It requires strategy: a plan
of action specifically and carefully
designed to achieve a specific end
or goal.
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