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BEYOND CREATING EMOTIONALLY RELEVANT CONTENT@garyedgar SLOGANS
REAL TIME MARK ETING
The original promise of social media… Conversations Dialogue Interactions
Instead we get stuff like this ?
People are looking for answers, information and help.
of people are using the web to research products 90%
Is this what you want them find?
We are the gatekeepers to the brand’s story
Heineken - Dropped
30 videos 35 million+ views Across 208 countries Longer videos saw 90% more engagement
What do they have in common?
5 KEYS TO DEVELOPING AWESOME CONTENT
Understand your audience, and give them what they want 1
Do the research: Who are your fans? What speaks to them? What do they care about? Most importantly, always approach them like people, not demographics
Create emotional connections 2
Motivate people, make them feel part of something 3
Don’t allow people to be passive - trigger engagement, ask questions, insist that they participate. Always include calls to action.
Integrate: Don’t rely on one channel 4
Inform AND entertain 5
Help people, they’re searching for answers and information, but have fun doing it. Be human, and deliver something you would enjoy reading.
Know your audience Create emotional connections Make them feel part of something Integrate Inform and entertain