Content audit

“Last June, The Times used eight freelancers and tagging tech over three months to segment 1,000 articles from the previous 17 months. Each article was tagged with 16 different pieces of metadata, included criteria like the content tone, the headline type, the article format and geography. These tags were plotted against 10 metrics that show engagement, such as pageviews, time on page, whether someone has commented, saving, sharing, whether the reader is registered or a subscriber. That information has then been used to dictate content strategy.”

“For example, over the last few months, The Times has published 15% fewer stories on the online Home News section after learning that news with no additional or exclusive content underperforms.”

“The social team has since gotten more strategic with promoting stories on Facebook based on the tone or headlines that would do well at driving referral traffic. Evans wrongly assumed that headlines typically drawing people in would drive more referral traffic.”

Insight based, tech developed

“It is built on a very simple but important consumer insight, which is when it comes to haircare consumers are very much looking for insight, inspiration, and tips from people like them.”

“This means the marketing tool needs to function much like an independent publisher working with a network of influencers to retain authenticity and build strong consumer relationships.”

“Gandhi explains: “We understand what consumers really care about and make sure we provide the right insights back to the brand. But on the reverse, we also make sure we recommend the right brands to the right consumers.”

  • founded in 2013 in Canada, global roll out
  • 30+ editorial team
  • works like a newsroom

5 FB IG insights

Community is evolving
72% of people see community existing online as much as offline, and 74% now expect brands to actively contribute to society.

Sports fans are eager for 2020
With more than 1 in 5 people saying they start following their favorite teams or athletes a year in advance, this summer might just be the perfect time to start thinking about how you want to connect with these superfans.

Brands play a key role in the Instagram community
They go to Instagram to discover and access a wide variety of sources and are especially fans of direct communications from brands. Fun and entertaining brand content presented in an authentic way (that’s not necessarily perfect) is often what stands out.

People share what matters most to them
Planners can build more relevant campaigns by checking back each month to see what people in their key markets are talking about. E.g. May 2019 https://www.facebook.com/business/news/insights/2019-05-topics-to-watch-united-states?ref=fbiq_2019_summer#

Stories ads carry huge creative potential
https://www.facebook.com/business/news/insights/how-to-unlock-your-creative-potential-on-stories?ref=fbiq_2019_summer

Source: Facebook IQ

Future-proof your Content

Why you need to think like a publisher to become future-proof on content.

  • How to prepare for a future without Facebook
  • Decrease your dependency on social and Google
  • Avoid silo and channel thinking
  • Combine creative production with media buying
  • Set up a central content department including stakeholder management and editorial board
  • Balance between brand building, thought leadership and marketing campaigns
  • Report on business objectives instead of vanity metrics

In my book, I collect my 20+ years of experience with the best books on strategy and content. Crafted and written with a little help of AI :)

The outline in a nutshell. Tune and tweak in the details and pick what is relevant for you.

It’s a belief: First things first. Why the belief and the support from the C-suite is non-negotiable

• Part 1: Basics and Fundamentals. What do you need as a basic before you can even think about creating and publishing content

• Part 2: Structure. How to bring structure to your content and use data and research to make decisions.

• Part 3: Organization and Content Team. What you need to realize the central content production and media buying. From the employees to an organizational structure. Including that important stakeholder management. And to make a decision to in-house or not.

• Part 4: Tools and processes. What you need in workflows, processes, and tech. Plus: how to improve your brief to your agencies. ‘Sh*t in is sh*t out’ and having great content starts with yourself.

More information

Content Podcast

Sorry for non-Dutchies … it’s in Dutch :), date of recording May 2017.

Future of video content

#Future of #video #content: “You need to create stuff that’s not only visually stimulating but also intellectually stimulating, where the viewer is learning something, laughing, or being enlightened.” It’s about passion, niches, and personal premium.

Published by Google, so pretty focused on YouTube (duh…) Nice read

Branded Content

“With Airbnb Magazine, we’re looking to flip the script on traditional travel-centric content,” she says. “That means positioning travel as accessible instead of exclusive, and prioritizing people over places. The magic of Airbnb comes from human connection and creating a space for belonging, and we wanted that to be at the heart of our magazine.” And more nice #insights on #branded #content

3 content buckets YT

“95% of last year’s beauty content on YouTube fell into three buckets”

Read and learn from the beauty brands

https://www.thinkwithgoogle.com/advertising-channels/video/beauty-videos-on-youtube/?utm_source=promo&utm_medium=email&utm_campaign=2019-04-29-twg-us&utm_content=cta&mkt_tok=eyJpIjoiWVRJeU9EVXlNV1k1TXpVdyIsInQiOiJIR2RrbGJLUGJOOW5tOGllUDE2MnlSYk5KZE0zU05oY3M5Q3drbmVQT2RlOTFoTENuTUl0OHhEV1ZvaWJRMWZVMm0rQ2MwdzE5VXFjd3ZcL21XNEdvUEZqYmhUd29pbHA2bjFpWThwaFRsd0o1eTRqTVwvVDJcL1F5U04rNXJSMUJmWCJ9

Content First Approach

“We are currently in a period of #transition towards a new paradigm of #communication. Brands like Mercedes and Net-a-Porter have fully embraced the #content-first approach,…”

https://www.thedrum.com/opinion/2019/05/10/what-consumer-demand-great-content-means-brands

“Whether brands choose to in-house or to out-source, partially or completely depends on culture and their attitude to innovation. However, both approaches respond to the power that consumers must curate their own media, editorial and commercial communication – and filter out anything that doesn’t satisfy their desire for great content. Quality will out.”