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The secret of how to make contentpervasive, engaging and relevant<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />
Pervasive<br />Engaging<br />Relevant<br />
Content:What’s in it for me?<br />‘Creative expression of strategic purpose and core values’Great content flows through th...
Stories are More Important Than Ever<br />
Publisher mindset – drives value<br />
Transparency – drives Trust<br />
Media Cloverleaf – content sits in the middle<br />HYBRID<br />TRADITIONAL<br />OWNED<br />SOCIAL<br />
Search loves visual content<br />
Findable and sharable – drives traffic<br />
Proactive updating – drives engagement<br />
Editorialising Brands <br />
Tools to help: tweetlevel.com, google insights<br />analyse buzz<br />related phrases<br />which web links are shared most...
Related phrases via tweetlevel.com<br />This chart explains what else people are talking about when talking about NOTW<br />
In summary – tips<br />Content allows you to get your message across<br />Content should be hardwired to core values of br...
The secret of how to make contentpervasive, engaging and relevant<br />Thanks for attending – any questions?<br />jonny.be...
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The secret of how to make content pervasive, engaging and relevant v1

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The secret of how to make content pervasive, engaging and relevant v1

  1. 1. The secret of how to make contentpervasive, engaging and relevant<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />
  2. 2. Pervasive<br />Engaging<br />Relevant<br />
  3. 3. Content:What’s in it for me?<br />‘Creative expression of strategic purpose and core values’Great content flows through the media cloverleaf <br />
  4. 4. Stories are More Important Than Ever<br />
  5. 5. Publisher mindset – drives value<br />
  6. 6. Transparency – drives Trust<br />
  7. 7. Media Cloverleaf – content sits in the middle<br />HYBRID<br />TRADITIONAL<br />OWNED<br />SOCIAL<br />
  8. 8. Search loves visual content<br />
  9. 9.
  10. 10. Findable and sharable – drives traffic<br />
  11. 11.
  12. 12. Proactive updating – drives engagement<br />
  13. 13. Editorialising Brands <br />
  14. 14.
  15. 15. Tools to help: tweetlevel.com, google insights<br />analyse buzz<br />related phrases<br />which web links are shared most<br />
  16. 16. Related phrases via tweetlevel.com<br />This chart explains what else people are talking about when talking about NOTW<br />
  17. 17. In summary – tips<br />Content allows you to get your message across<br />Content should be hardwired to core values of brand<br />Content ends up everywhere<br />Need to tailor content by channel<br />The best content is dynamic and engaging<br />Context and relevance is key <br />
  18. 18. The secret of how to make contentpervasive, engaging and relevant<br />Thanks for attending – any questions?<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />

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