Work in a "boring" industry and think your content is doomed to never see the coverage and "viral appeal" of brands like J.Crew and Red Bull? Think again. Adria Saracino of Distilled will show you how to create exciting and effective content even if your company isn't selling apparel and beverages with a cult consumer following.
27. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
What you
can credibly
talk about
What your
audience
shares
Ding, Ding, Ding!
53. #DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled
What you
can credibly
talk about
What your
audience
shares
FIND THE INTERSECTION
Talk about how I <3 magazines – this is sexy – fashion, fitness, food, travel…. But VK our data scientist does not find this kind of content interesting.
He’s into stats.
You just need to find out who and what they specifically find sexy – so step 1…define sexy at a fundamental level
This is us, the brand.
And we want to get in front of customers.
But our customers don’t want to be yelled at with advertisements, and they aren’t always ready to buy.
Case in point. Tires. The majority of people don’t give a hoot about tires unless they need them.
So what does this brand do?
Spend a ton of money on ads? Sure, they will likely do this. But that is banking on 2 things – 1) hoping the ad is relevant to someone when they are ready to buy and 2) hoping those that aren’t ready to buy will remember the brand when they ARE ready to buy.
That’s a lot of gambling.
And still doesn’t answer how to get in front of your customers before they’re ready to buy in a more measurable way.
So what’s a brand to do?
Especially when we see more sexy brands killing it with content that their audiences are sharing.
And seeing content on our FB feeds like this that gets a ton of shares (including our own)…
… and this….
… and this….
Do we try to associate our brands with cats, zombies and death monsters like these other brands?
Remember VK who likes statistics and data?
He also likes cats.
But he doesn’t want a research and statistics talking about cats. Why? ….
Because it’s not credible.
In my SL presentation I outlined the typical metrics you’re looking to achieve for each stage of the purchasing cycle. That sweet spot of what your brand is credible to talk about and what your audience likes to share is typically in this consume stage. You need to identify not only the metrics you want to achieve but the message.
Remember that tire company?
We analyzed market research that include surveys, interviews, ethnographic studies, competitive research to find that….
Awesome.
But then we started to think about what’s related to tires.
…. And
And we’re all guilty of singing in the car.
And we found out this tire brand’s audience really liked rap music.
So all these interests started to come together.
There’s been a ton studies that show there are only 4 real types of emotions in which all other emotions stem from.
And that content that provokes positive ones tend to earn the most shares.
I’m going to stop right here – because this is where the goals and audience interests and behaviors collide to start defining the angle of creative content.
How can we relate tires to hip hop music while triggering an emotion?
RIMS.
Found this goodie on business week.
And this goodie.
Since this client’s brand value’s relate back to a strong focus on engineering and scientific excellence, we started asking questions that would allow us to take a data driven approach to this question.
I’m going to stop right here – because this is where the goals and audience interests and behaviors collide to start defining the angle of creative content.
Think about what’s related to your core product or service.