The line between advertising and marketing has become increasingly blurred, and branded content is everyone's business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct role in adding value to a business beyond SEO gain. Putting linkbait aside, she will be offering insights into what it takes to make content that serves both a brand and those it wishes to convert.
26. “Branded content will be at
the heart of every
marketing strategy.”
@VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
44. @VickeKaravan
✤ Link-driven
✤ Doesn’t matter if people are
reading/engaging
✤ Doesn’t matter if people
remember the brand
✤ Minimally branded
✤ Designed to reach people
✤ Aim to build a community of
like-minded followers
✤ Not-product focussed
✤ Consistently and boldly branded
100. @VickeKaravan@VickeKaravan
“We have been extremely pleased with the
results from this campaign, it has been a
first for us and it’s great to be recognised at
a global level.”
Gerard Smith
GM Sales, Hans Smallgoods
mumbrella.com.au/king-content-wins-social-media-award-new-york-olivingthelife-378163
109. @VickeKaravan@VickeKaravan
“There is definitely a business case that we
have made for these videos and why we’re
pushing them so hard…the campaign is an
opportunity to showcase what’s possible
with Shutterstock.”
Kashem Miah
Global director of social media & content marketing
Shutterstock
contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
118. @VickeKaravan
There is some
overlap here
Grow
your social
following
Build a
retargeting
pool
Attract
consumers to
test drive
your product
Drive
targeted
traffic
and
awareness
Increase
time spent
with brand
120. @VickeKaravan
These aren’t
mutually exclusive but…
Grow
your social
following
Build a
retargeting
pool
Attract
consumers to
test drive
your product
Drive
targeted
traffic
and
awareness
Increase
time spent
with brand
125. @VickeKaravan
Focus on these…
@VickeKaravan
Grow
your social
following
Build your
retargeting
pool
Attract
consumers to
test drive
your product
Drive
targeted
traffic
and
awareness
Increase
time spent
with brand
126. @VickeKaravan
Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
@VickeKaravan
Grow
your social
following
Build your
retargeting
pool
Attract
consumers to
test drive
your product
Drive
targeted
traffic
and
awareness
Increase
time spent
with brand
162. @VickeKaravan
Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
@VickeKaravan
Grow
your social
following
Build your
retargeting
pool
Attract
consumers to
test drive
your product
Drive
targeted
traffic
and
awareness
Increase
time spent
with brand
169. Sources and credits
http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by
Ann Handley, C.C. Chapman
Content: The New Marketing Equation, by Altimeter
http://mediakix.com/2016/06/instagram-marketing-case-study-adidas-neo/#gs.null
https://www.kingcontent.co.uk/case-studies/hans-smallgoods-oliving-life/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!uk-io-powerful-thinking
http://contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page44.1
http://review.content-science.com/2016/10/the-how-now-wow-framework-thats-helped-monster-supercharge-its-content-kpis/
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