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A CONTENT STRATEGY, PRODUCTION AND ACTIVATION COMPANY.
KATE EDWARDS FOUNDER & CEO [ ]
HOW TO CONVINCE YOUR CEO YOU NEED A CONTENT MARKETING BUDGET
HOW TO CONVINCE YOUR CEO YOU NEED A CONTENT MARKETING BUDGET
GETTING ANY CEO OR BOARD TO UNLOCK ADDITIONAL FUNDS IS CHALLENGING.
GETTING THEM TO CREATE AN ADDITIONAL FUNDING LINE FOR SOMETHING THEY DON’T UNDERSTAND, IS DIFFICULT TO QUANTIFY (TRADITIONALLY) AND
MEANS ADDING ‘MORE AGENCIES’ TO THE ROSTER & SOMETIMES FEELS COMPLETELY IMPOSSIBLE.
TODAY WE WILL COVER
• EXCITE YOUR CEO / BOARD OR C-SUITE LEADERS WITH SOME OF THE WORLDS BEST PRACTICE EXAMPLES
• SHOW HOW BRANDS IN THE LOCAL AUSTRALIAN MARKET ARE MEASURING SUCCESS AS PART OF CONTENT MARKETING CAMPAIGNS
• SHOW YOU THE MISTAKES & THE PITFALLS OF BRANDS THAT HAVE GONE BEFORE YOU; AND
• DISCUSS THE REAL-TIME OPPORTUNITY COST TO YOUR BRAND BY NOT PARTICIPATING IN THE CONTENT MARKETING LANDSCAPE
EXCITE YOUR CEO / BOARD OR C-SUITE LEADERS WITH SOME OF THE WORLDS BEST PRACTICE
EXAMPLES
USE THE BEST EXAMPLES YOU CAN FIND
2011 NIKE JORDAN M8 LAUNCH
2015 GE THE MESSAGE PODCAST
2016 HEINEKEN THE DILEMMA
2013 MOLSON CANADIAN BEER FRIDGE
2016 REEBOK ZPUMP 2.0 SPEED CAM
2016 VW THE NAKED UTE
2016 THE LATE LATE SHOW CARPOOL KARAOKE
HINTS• FIND EXAMPLES OF CEO’S SUCCESSFULLY PRODUCING COMPELLING CONTENT
AND SHARE THE CASE STUDIES WITH YOUR EXECUTIVES. • CHOOSE A RECENT, RELEVANT CONTENT EXAMPLES OR EVENTS/ACTIVATIONS
AND HAVE YOUR CEO WEIGH IN WITH A POST ON LINKEDIN OR SOCIAL MEDIA. • START A PRACTICE OF YOUR EXECUTIVES CURATING AND COMMENTING ON
RELEVANT UPDATES ON CONTENT OR CAMPAIGNS ON SOCIAL NETWORKS; INCLUDING RELEVANT INDUSTRY FORUMS.
• ENCOURAGE YOUR CEO TO TAKE A STAND ON A HOT ISSUE AND WORK WITH A RESPECTED INDUSTRY PUBLICATION TO LAND YOUR CEO A GUEST COLUMN. AN ENGAGED EXECUTIVE IS MUCH EASIER TO CONNECT WITH YOUR REQUEST FOR ADDITIONAL CONTENT BUDGET, AND WILL BE ABLE TO SEE THE RESULTS IN TRADE PUBLICATIONS ONCE APPROVED.
SHOW HOW BRANDS IN THE LOCAL AUSTRALIAN MARKET ARE MEASURING
SUCCESS AS PART OF CONTENT MARKETING CAMPAIGNS
MEASURING SUCCESS
• NUMBER OF VIEWS ONLINE • NUMBER OF LIKES VS ENGAGEMENT STATS IN SOCIAL MEDIA • BRAND TRACKING / SENTIMENT • BUSINESS ATTITUDE - LIKE, HATE, PROUD • AGENCY AWARDS • ROI - TRICKY BUT NOT IMPOSSIBLE
SO HOW DO YOU MEASURE SUCCESS? YOU'RE NEVER GOING TO HAVE A ROOM MORE ENGAGED IN THE TOPIC OR LIKELY TO SHARE THEIR OPINION AS NOW,
SO OVER TO YOU - HOW DOES YOUR BUSINESS MEASURE SUCCESS IN CONTENT?
AUDIENCE:
SHOW YOU HOW TO AVOID THE MISTAKES & THE PITFALLS OF BRANDS THAT HAVE GONE
BEFORE YOU
DON'T TREAT CONTENT MARKETING AND ITS CREATIONLIKE BOOKING A MEDIA CAMPAIGN.
CONTENT MARKETING NEEDS TIME, FINESSE AND THE KNOWLEDGE OF EXPERT WRITERS, PRODUCERS, CREATORS
AND CRAFTSMEN TO DEVELOP AND THEN EXECUTE THE IDEAS!
GIVE YOURSELF & YOUR SUPPLIERS ENOUGH TIME.
GIVE YOUR CEO A VOICE
INCLUDING PEOPLE HOWEVER IRRELEVANT IT IS TO THEIR EXACT JOB SPEC MEANS THEY CAN COME ON THE JOURNEY WITH YOU & FEEL LIKE PART OF
THE CREATION. THEY HAVE SKIN IN THE GAME IF THEY’RE PART OF THE CONVERSATION.
INCLUDE YOUR CEO IN THE COMS AROUND WHAT YOU'RE CREATING AND INVITE HER ON-SET WHILST YOU'RE FILMING.
DON’T TREAT CONTENT LIKE A BIG BUDGET TVCCONTENT MARKETING IS ABOUT CREATING AN EDITORIAL EXPERIENCE TO
TRULY ENGAGE AN AUDIENCE. DON'T PISS ABOUT WITH YOUR LOGO SIZE FOR 3 WEEKS AT THE DETRIMENT OF THE ACTUAL QUALITY OF THE CONTENT
YOU'RE PRODUCING.
LISTEN, WATCH & LEARN
AS MARKETERS WE’VE ALL BECOME OBSESSED WITH DATA, NUMBERS, SPREADSHEETS AND ROI. I'M NOT SAYING THESE THINGS ARE UNIMPORTANT, BUT DATA AIN'T SEXY AND IT CERTAINLY DOESN'T SELL SHIT FOR YOU! 1.
LISTEN, WATCH & LEARN
I'D CHALLENGE YOU ALL TO LISTEN TO A NEW PODCAST, WATCH A NEW SERIES ON NETFLIX OR ONLINE & LEARN. LEARN WHY THIS CONTENT YOU ARE CONSUMING WORKS. WHY DOES THIS CONTENT ENGAGE YOU AS A VIEWER/LISTENER? CHALLENGE YOUR TEAM, YOUR AGENCIES & YOUR CONTENT CREATORS TO PUT THAT SAME LENS ON THE CONTENT THEY MAKE FOR YOU.
2.
LISTEN, WATCH & LEARN
AT KONTENTED WE CALL IT THE "GIVE A SHIT" FACTOR. I THINK YOU'D AGREE THAT MOST CONTENT MARKETING HAS REALLY LOW "GIVE A SHIT FACTOR" WHICH IS WHY AS A CATEGORY IT'S BEEN LESS SUCCESSFUL THAN IT SHOULD BE.3.
I’D LIKE TO OPEN UP THE DISCUSSION TO YOU ALL. WHAT IS THE REAL-TIME OPPORTUNITY COST TO YOUR
BRAND BY NOT PARTICIPATING IN THE CONTENT MARKETING LANDSCAPE
AUDIENCE:
SO… HOW CAN WE BE EVEN MORE AMAZING TOGETHER?
