Content Intelligence Chris Sweigart Creative Director Content - PowerPoint PPT Presentation

Content Intelligence Chris Sweigart Creative Director

Content marketing is a “strategic approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action.” – Content Marketing Institute. Time, Inc. June 2017.

Why marketers use branded content • Tell a brand story • Improve brand a ffi nity • Forge emotional and lasting connections • Explain a product or feature • Break through the clutter, ad blockers and instincts to “not click” • Bring a brand message to the consumer

Content Intelligence • Analyze and assess existing editorial and branded content trends • Natural language processing to categorize content • Topical • Timely • Sentiment & Tone

Find the Common Ground Publisher's Identity Brand's Brand's Target Identity Audience Publisher's Audience

What does success look like? • Objective • Brand Awareness • Product & Service Education • Customer Acquisition • Measurement • Content Views • Engagement • Studies

Define the Story • Inform and Direct • Articles • Infographics • Animated Videos • Connection and Empathy • Character Driven Narratives • Video • Article • Virtual Reality

Serving the Funnel • Content with premium publishers… • 67% higher brand lift • 3X more e ff ective in raising favorability, consideration and intent to recommend • Increased customer acquisition can be directly attributed to branded content campaigns

Walgreens • Objective: Drive sign-ups to loyalty program • Strategy: Connect with audiences by delivering useful and relevant information • Tactics: Photo-focused branded content interactive with tips and advice supported by robust media campaign • Success: Leading publishing partner in driving loyalty program sign-ups

Hyatt • Objective: #WhySettle • Strategy: Connect the #WhySettle campaign to audiences with branded content • Tactics: Video & article series featuring known personalities and expert storytelling • Success: Large, engaged audiences. Client renewal.

Virtual Reality • Objectives: Tell brand stories in big ways • Strategies: • Connect brand’s ideals to larger stories and themes. • Introduce products in exciting ways. • Success: • 40% increase in recommendation • 38% increase in purchase intent • VR advertising partners perceived as innovative with interesting products

Content is… • … Informative… • … Connective… • … Contextual… • … Relevant… • … to the audience!

Content is NOT… … an ad.

90% of consumers agree. Custom content is the way to engage them. – Content Marketing Institute. Time, Inc. June 2017.

What will you create? Chris Sweigart csweigart@gannett.com