Distinctiveness and Vanille

Dare to be different and stand out. 

“First, prioritise being noticed above other goals. If you fail there, everything else is academic.

Second, apply the findings of von Restorff, who 80 years ago discovered that the best way to be noticed is to be distinctive. Despite this finding being well established in psychology, much advertising slavishly abides by category conventions. That mimicry comes at a cost.”

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

Facebook engagement 2019

Key takeaways
• Engagements dropped significantly between 2017 and 2018, but they appear to have recovered at the start of this year
• Political content is dominant on the web, making up more than a third of the most engaged posts
• Fox News had the most stories in the top 10,000 stories for the year so far, with 438 between it and its subsidiaries
• Native video is still the most engaging native content, with average engagement on the top posts nearly 50 percent higher than any other
format
• Outside of political content, there were not many angry reactions on Facebook’s native content, and Angry reactions made up fewer than one percent of the reactions to the top 10,000 posts

Instagram stats

All stats about instagram, including engagement rate, reach and more divided by industry

Digital trends 2019

Research by Forrester and SoDA, http://sodareport.com/forecast/trends-shaping-tomorrow/

Speed, value, agility and transparency wanted by marketeers.

What do client-side business leaders want? Brilliant strategies? Mind-blowing creative? Category-busting innovation? Technological wizardry? Lower billable rates? The rock sensation Queen said it best…. they want it all and they want it now! And even though (half-jokingly), this is most certainly true, a more pragmatic look at the market shows marketing leaders with a growing desire for partners that can operate collaboratively, nimbly, quickly and effectively.

Creative leaders gain currency in c-suite

In business, the creative discipline has historically been confined to the marketing function and deployed as an adjunct to business or product strategies cooked up elsewhere in the organization. The phrase, “make it pretty,” best captures this ethos. But times are changing, and design leaders increasingly find themselves at the helm of successful start-ups, in an advisory capacity at VC firms, or in newly minted C-level roles at traditional brands. 

Check the summary …

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