The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

So, you think you

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The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Hi, we’re

We help brands meet their objectives with content marketing. We’ll bring you closer to your customers by ensuring all your content is valuable and relevant across the customer journey. This deck is part of our ‘Killer Content’ series, designed to help marketing folk to get to grips with content and inbound marketing. If you’d like to know more, please visit www.headstream.com or give us a call on 023 8082 8500.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Content comes in many different shapes and sizes.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

It can be small, like this nice little, one sentence tweet from Bombay Sapphire,

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

or huge, like Felix’s spectacular space jump from Red Bull.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Content can be made from various things.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

We’ve been using text & pictures since the Mad Men days,

while audio & video enable us to create richer experiences.

Recipes from Lurpak.

‘First Kiss’ video from Wren.

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‘Subservient Chicken’ campaign from Burger King. ‘Fire and Ice’ Xbox game from Carte Noire.

Digital media gave us interactivity, which we’ve been learning how to use over the past couple of decades.

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Infographic from Guinness. Data visualisation from IBM.

More recently we’ve seen data being used very effectively for content and creative campaigns.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

#lookup campaign from British Airways. Welcome to London campaign from Tate Modern.

And now exciting new opportunities are becoming possible by using time & location.

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Content can be ‘always on’ and snackable.

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Social media in particular needs a constant, steady stream of light-weight content.

365 reasons campaign from Corona.

Customer quotes from Evian.

Twitter word search from Carte Noire.

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Good content is valuable. There are different types of value.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Competitions, coupons and incentives, we all like a freebie. That’s why monetary value works so well in content.

Twitter competition from Bombay Sapphire. Free Pint app voucher from Guinness.

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From lifestyle subjects like, how to mix a Black Mojito to more weightier subjects, we find information valuable.

Cocktail recipe from Kraken rum. #RoundUpYourMates report from Guinness

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An & Ria's #First flight video from Vodafone. Baby&Me video from Evian.

Entertainment. We love to be entertained, be it a short comedy video or a heart-warming story.

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Utility content enables people to do something. Many free mobile apps prove to be useful for millions of people every day.

Mixhibit app from Smirnoff. Start-Stop app from Audi.

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And lastly, emotive value is more personal, providing things like status, fame, exclusivity, community and charity.

Members only website from Illy. Most Liked campaign from Corona Light.

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However, Killer Content must also be relevant.

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It could be relevant to a culturally shared event, celebration or something happening in the news.

#jointhecrowd campaign from Guinness. Goodbye Bush advert from Veet.

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Perhaps that’s why the Power Out tweet from Oreo received so much attention.

Dunk in the Dark tweet from Oreo.

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Making your content relevant to what people want at a specific time or location is also really smart.

Nearest Coffee app from Illy. Push for Hunger fridge magnet from Red Tomato Pizza.

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One of best ways to ensure your content is working as hard as possible is to make sure it’s providing relevant value for people at different stages of the customer journey.

Discover Consider Advocacy Evaluate Loyalty Trial

This generic FMCG customer journey is to provide an overview.

Buy

What does the customer need at this stage?

How does our content support the product experience at this stage?

How do we use advocacy content at this stage?

Where’s the best place to put our content at this stage?

Is our content search engine optimised for the customer’s thought process at this stage?

What content do we need for customer service at this stage?

What‘s the best KPI for our content at this stage?

What does relevant content look like at this stage?

How is content being used in programmatic marketing at this stage?

Do we need to provide any exclusive content at this stage?

What‘s the customer’s decision making criteria at this stage?

Are we investing the right % of our budget at this stage?

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

How are you changing your marketing strategy to ensure your brand is being discovered and considered? You need to ensure all your content is valuable, relevant and available for when your customers need it. You need Killer Content.

So, what’s

The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties

Thanks. Further ‘Killer Content’ decks will be published at www.slideshare.com/headstream You can get more of our content at www.headstream.com/content/ or you can find out more about us at www.headstream.com Steve Sponder steve.sponder@headstream.com 023 8082 8500

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