Sponsorship loyalty by On


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“If Don’s return to racing was a tribute to determination and perserverance, On’s sponsorship of the three-time Olympian is a lesson in loyalty. Don’s contract with the eight-year-old shoe company was due to expire after the Hawaii Ironman. Instead of walking away, On decided to re-sign him for another three years.

“Our brand has been founded around athletes and optimism and the true athlete spirit,” said David Allemann, one of the company’s three founders. “When (the crash) happened, our team was there with him and was experiencing it first hand. That was kind of a fight or flight moment and we felt that it would be completely contrary to what our spirit was in terms of athleticism and optimism if we walked away. So we decided to fight together with Tim.”

And Don, who has been involved in the sport since his teenage high school years, fought hard. As he worked himself back into shape, Hinton and On were there to capture it all.”

Two content mistakes

“First, companies don’t focus on a content area where they can be the leading provider of that information to a particular audience. To cut through all the clutter and build a loyal audience, they need to deliver amazing information.

The second mistake is consistency, he adds. “Generally, it takes 12-18 months for a content-marketing strategy to start delivering revenue of some kind,” Pulizzi says. “Sadly, most brands do not deliver consistently over that period. If we have a weekly newsletter, we should be delivering at the same day and time each week and never miss. Content is a promise to our customers. If we don’t deliver, they simply will forget about us and seek out other information.”

 

Email is next

“Email—yes, #email—is the next great #mediaplatform

Editorial-focused newsletters are gaining momentum”. Re-rising in your inbox.

“Yet, for all the animosity, email, by most measures, is not only thriving but also spawning a whole new style of publishing—one that promises to fill an important void in the modern media landscape.”

Algorithm changes

How to handle the changes in algorithms and what it means for your content

1. What’s going to go viral, will go viral: focus on creating high-quality content
2. Understand the full picture of personal sharing. Like we mentioned, only a fraction of shares will come from your Facebook Page. You need to understand the full scope of who is sharing your content, and when and where
3. Diversify. Other platforms are becoming ideal for distribution, like LinkedIn and messaging apps
4. Cultivate a community. Whether it’s through Facebook Groups, your social accounts, or online, and offline, you want your audience to both trust your content and come to you as part of their daily routine, rather than passively
5. Start a conversation. When we spoke to ATTN:’s co-founder, Matthew Segal, he told us, “We try to approach through a conversational viewpoint. We obsess over giving context to issues as opposed to just summarizing ‘here’s what happened today’, or giving a partisan viewpoint. What does this mean for you, why should you care, and how can we make this as entertaining as possible?”
6. Find the emotional threads. Social is inherently emotional. Find the stories that provoke strong feelings in your audience, and tease out those super-charged moments on social

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Noticeable Content

How to create content that gets noticed, how to set up a brand newsroom

1. Brand-owned content is a huge opportunity to reach new audiences in more genuine ways
2. Study your audience so you can create content that people will actually like and engage with
3. Determine a business role for your content
4. Study the platforms, formats, and content types that are most effective for your
distribution
5. Partner up with publishers, influencers, and even your own followers
6. Use social data to analyze trends, topics, competitors and your own content for the biggest impact

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