Last week I ventured to Manilla to share at The Summit Media Audience Aware conference, how 3rdspace helps brands bring their purpose to life through content that provokes action. Our thinking takes the work of Simon Sinek into the content space. While involving my audience in a quick sing along and sharing a few case studies, here's 9 steps I shared to create content with purpose.

1. It’s not about
what you do
It’s about why
you do it

2. Besotted with brands that have a clear
purpose, passionate about making a
difference to the lives of their customers.
“brands who know why they exist and the
difference they are trying to make in the
world.”
POWER OF PURPOSE.
We believe in the

3. A core purpose
A PURPOSE is a definitive statement
about the difference you are trying to
make to the lives of others. It’s WHY
you do what you do.

4. A core purpose
“Customers will choose us because
they believe what we believe, not
because of what we do.”
Simon Sinek

5. Content purpose

6. Content purpose
What
What you do.
Your product.
Simon Sinek

7. Content purpose
what
What you do.
Your product.
howHow you behave.
Product USP.
Simon Sinek

8. Content purpose
what
What you do.
Your product.
how
How you behave.
Product USP.
WHY
Why you exist.
The difference
you make.
Your Purpose.
Simon Sinek

9. How do we get there?

10. How do we get there?
Human truth

11. How do we get there?
Human truth Brand truth+

12. How do we get there?
Human truth Brand truth
Core purpose &
content mission+

13. Example: shangri-la hotels
Business travel is
lonely, business
travelers feel a sense
of isolation.
Shangri-La believes the
world would be a better
place if we treated each
other as family.
+ We are so good at treating
people like family.

14. Example: Westpac Content Mission
Australians love to
get out and
discover their
country, which
sometimes puts
them in danger.
Westpac is here
to help+
Helping companies,
customers &
communities prosper
and grow.

15. Case study: Westpac
The TV series reached an average audience of 1.4 million
viewers per episode.
The publicity strategy secured 230 pieces of coverage
across print, online and broadcast with a PR value of more
than $2 million.
The Westpac Rescue web page had more than $60,000
worth of donations within 3 months.
Their supporting media gained more than 600,000 views
on Facebook within the first week of launch.
The idea became the back bone of Westpac’s consumer
comms. TVC and even in branch.

16. Is this top 5% work?
Just 5% of content accounts for 9
percent of engagemen
What’s the answer

17. The Answer
Avoid “me too” content at all costs
Original,
visually rich,
content that brings your purpose to life and
provokes action.
It doesn’t always need to be overly produced
just visually dynamic.

18. “Low-quality content seems to be a primary cause of flat engagement.
Brands should make sure that content quality and brand standards remain
high as they rev their content engines. Be sure to have effectiveness as your
KPI for content, not the volume of content,” - Beckon Study.

19. We don’t see content as advertising.
Advertising talks at you.
Content Talks With You.
content

20. We don’t see content as advertising.
Advertising talks at you.
Content Talks With You.
content
That’s why it’s essential to have
a content strategy that
supports your purpose.

21. Hero
Content
We take your brand DNA and create a content mission that consistently communicates your brand
purpose across all content channels

22. 2.
CONTENT
MARKETING
Versus
NATIVE
ADVERTISING

23. CONTENT
MARKETING
Owned channels and rented social
Versus
NATIVE ADVERTISING
When you want to be seen in the
environment that has a purpose that
reflects your consumer passion points

24. Find a way that fulfils a
consumer need or
passion.
Has a powerful reason
for them to GET
INVOLVED

25. Proven ways to create an
content that provokes
action and puts your
content in the top 5%.

26. If you’re still thinking
Brand TVC and we’ll
come up with the
content later… you’ve
missed the boat.

27. Content chain

28. 3.
Your content strategy should
include hero campaign’s that
involve and give the consumer a benefit of value
to get involved.
https://vimeo.com/209824444

30. 4.
Who do you want to involve?
How do you decide your target market
for your content program?
What do you consider?

31. Who do you want to win the hearts
and minds of?
WHO CAN INFLUENCE THEM?

32. WHO CAN INFLUENCE
Selena Gomez & Cosmo
For Pantene
Building brand affinity in a
powerful environment in a holistic
manner

33. 5.
How do you decide which
format and partner to
choose?

34. Where are they
spending their time?
What platforms have
authority with our
audience?
Platforms that may
not give us the
greatest reach but
the environment
ensures the content
cuts through

36. How we think about content

37. 6: EVERGREEN OR TACTICAL
SPECIAL OCCASIONS?

38. EVERGREEN OR TACTICAL
SPECIAL OCCASIONS?
BOTH!!!!
Think of your content as evolving stories with a cast of characters and story arcs

39. 7. PLAN TO BE TOPICAL AND REACTIVE

40. PLAN TO BE TOPICAL AND REACTIVE
THINKING FEELING DOING MEETINGS
PLANNED SPONTANEITY

41. 8;WHO SHOULD YOU
HIRE AS PART OF
YOUR CONTENT
MARKETING TEAM?

42. Hire strategically led
story tellers.
A ying-yang of strategic
led thinkers and people
who live story telling -
Editorial, Comedy, Film,
Photographers,
influencers, Advocates of
your brand.
Advocate panels.

43. 9.HOW DO YOU
MEASURE YOUR
CONTENT?

44. HOW DO YOU
MEASURE YOUR
CONTENT?
START WITH THE END IN MIND –
WHAT ACTION DO YOU WANT TO
PROVOKE?

46. HOW DO YOU MEASURE YOUR CONTENT?
START WITH THE END IN MIND –
WHAT ACTION DO YOU WANT TO PROVOKE?
IMPRESSIONS
Guaranteed impressions for every Native Advertising package.
Website metrics such as Average Time on Page and Click Through Rate, which
should be tracked on return visits etc.
Social media metrics such as engagement (reactions, comments, shares)
Video metrics such as views, clicks, and completion rate.
BRAND LIFT TRACKING
PR GENERATED
SALES!!!!!

47. METRICS THAT MEASURE
CONSUMER ACTION

48. HOW YOU IMPACTED PEOPLES LIVES
That’s content with purpose

49. In summary:
1. Create a content mission that supports your brand purpose, use it to guide
you, in defining content that adds value to your audiences lives.
2. Think about the environment it will best play out in, native, social, traditional,
etc.
3. Content should provoke action and involve the audience.
4. Target audiences who will share and influence their peers.
5. Select environments where they “live”.
6. Always on with content spikes and key events.
7. Seize the day. Thinking feeling doing meetings.
8. Diverse teams who understand strategy and how to tell a story.
9. Results that are not vanity metrics but have provoked action and met your
KPIs.

50. Adnews Boutique agency of the year 2014
Mumbrella BeFest Content company of the year bronze 2015
Mumbrella BeFest Gold and Silver 2016
Mumbrella Awards finalist 2017