1. Text
Text
How to Rule in the Land
Where Content is King

2. • Jennifer
Osbon
•
@JenOsbon

3. Purpose of Today
• Understand
what
really
happens
in
the
moment
between
Content
Awareness
and
a
Core
Ac=on
of
Engagement
• Put
“Context”
in
its
place
• Examine
the
80/20
rule
for
content
development
and
understand
it’s
role
in
seJng
cadence

4. What
really
happens
in
the
moment
between
Content
Awareness
and
a
Core
Ac=on
of
Engagement?

6. The Feedback Loop
1.
Evidence:
A
behavior
must
be
measured,
captured
and
stored
2.
Context:
Informa=on
must
be
relayed
back
in
a
context
that
resonates
emo=onally
3.
Consequence:
There
must
be
a
clear
path
or
choice
with
obvious
consequences
4.
Ac=on:
The
moment
when
the
person
can
make
a
choice
or
act

7. Applying the Feedback Loop
Reali=es
of
Content
Marke=ng
1.
Everyone
hates
adver=sing
2.
‘Post
and
Pray’
is
not
a
legi=mate
strategy

8. The
way
we
think
about
the
crea=on
and
consump=on
of
content
needs
to
change

9. Applying the Feedback Loop
Guiding
Principles
1.
Give
people
what
they
want
-­‐
Access
to
their
own
data
if
possible
-­‐
Informa=on
to
make
the
buying
decision
simple
2.
Start
with
a
simple
human
truth
that
sparks
an
emo=onal
response
-­‐
Capture
their
heart
first
before
you
go
for
their
wallet
-­‐
Consider
your
audiences
passions
before
you
consider
your
own
message
and
how
you
will
‘drive’
core
engagement
ac=vity
-­‐
Use
trust
to
simplify
the
decision
process
3.
Stay
focused,
keep
it
simple
and
don’t
talk
so
much
-­‐
Brands
are
so
cha^y
because
they
are
worried
about
driving
engagement
and
less
interested
in
simplifying
the
buying
process

10. Put
“Context”
in
its
place

11. “Out
of
context”
is
o_en
effec=ve
however
“disrup=ve”
can
be
obnoxious

12. Elements of Context
Audience
Result
Brand
Plaaorm
Timing

13. Audience
Reach
the
audience
when/where
they
are
ready
to
buy

14. Platform

15. Timing
Timing
can
be
contextual
by
the
calendar
or
the
watch
Restaurants
day-­‐part
while
retailers
are
seasonal
in
their
approach

16. Text
SeJng
cadence
is
important

19. Cadence

20. Putting it All Together
How
to
Rule
in
the
Land
Where
Content
is
King
1.
When
cra_ing
engaging
content
consider
the
feedback
loop
-­‐
Engage
with
relevant
data
(as
personalized
as
possible)
-­‐
Evoke
an
emo=onal
response
-­‐
Make
choices
and
consequences
clear
-­‐
Inspire
ac=on
2.
Put
context
in
it’s
place
-­‐
Consider
your
brand
in
rela=on
to
the
audience,
plaaorms
and
=ming
-­‐
Out
of
context
has
a
be^er
likelihood
of
breaking
through
but
can
be
obnoxious
so
use
it
with
care
3.
Consider
cadence
in
your
content
planning
-­‐
Always
on
and
always
pushing
does
not
inspire
trust
-­‐
Cha^y
may
drive
engagement
but
doesn’t
simplify
the
purchase
decision