Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy
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This presentation walks you through how you create content in advertising that generates mentions and PR copy
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Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy
- 1. HOW TO CREATE CONTENT THAT WILL GENERATE MENTIONS & PR SLIDES BY NICOLAI ELMQVIST
- 2. ABOUT ME ▸ Nerd in a shirt ▸ Worked with digital innovation and social media for the past 10 years ▸ Former Co-Founder & CEO @ creative digital agency Konstellation ▸ Created 3 tech startups and 1 agency. ▸ Looking for my next big adventure in NYC right now…
- 3. AGENDA: LET’S TALK ABOUT GREAT CONTENT
- 5. THE AD MARKET IS CHANGING RAPIDLY
- 8. SO WHAT IS ADVERTISING REALLY TODAY?
- 9. http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
- 10. ADVERTISING IS NOW ABOUT QUALITY! CONTENT THAT MAKES SENSE AND CREATES VALUE TO PEOPLE.
- 11. WHAT IS CONTENT?
- 12. CONTENT IS MANY THINGS Articles Videos Pictures Digital servicesWebsite Apps Publications EventseDM Data SoMe PRAds Games
- 14. DAYLY CONTENT EXCLUSIVE CONTENT SPONSORED CONTENT This is what we’re going to focus on today When you stand on top of somebody - let’s see an example Fast to produce and post
- 15. WHAT IS AMAZING, AWESOME & OUTSTANDING EXCLUSIVE CONTENT?
- 16. 3 EXAMPLES!
- 17. THE 4 MAGIC INGREDIENTS -ADD PLENTY
- 18. FUNNY SURPRISING EMOTIONAL INNOVATIVE 0 100 0 100 0 100 0 100
- 19. THE GOOD NEWS: YOU ONLY NEED TO USE ONE OF THEM TO MAKE IT WORK
- 20. AND IT’S ONLY A MATTER HOW THE SOUP TASTE - NOT HOW IT LOOKS
- 21. HOW DO I CREATE GREAT CONTENT?
- 22. KNOW YOUR AUDIENCE & TAP INTO THEIR WORLD
- 23. Competitors Core ideaPosition Market Brand Consumer insights Media insights Technology insights CREATE A PLATFORM
- 24. REMEMBER: ONLY USE ONE SIMPLE MESSAGE CONNECTED TO THE BRAND
- 25. Ok - Let’s boost it… Do we really feel that people will… Can we launch it on our own channels … Paid media Earned media Owned media Seeding TV Print Outdoor Banners Events Share Like Comment Write about (PR) Social .com POS etc. IS IT A GREAT IDEA?
- 26. DOES IT WORK CROSS CHANNEL? Activations Social Media Ambassa dors Media co-labs PR Partner ships Events Brand Content Positioning Tailor-made editorial output Producing Foundation Publishing Editorial themes Desired positioning Actual positioning Earned media PremisTarget and KPI’s
- 28. BE BRAVE AND MAD a bit v
- 30. WILL IT BE A VIRAL SUCCESS?
- 31. MAYBE!
- 32. HARD WORK, √ GREAT INSIGHT, √ GREAT EXECUTION, √ DISTRIBUTION (VERY IMPORTANT) GREAT PR EXECUTION IT’SNOTENOUGHREMEMBER
- 34. SELECT KPIS CONNEC- TED TO YOUR STRATEGY AND BUSINESS OBJECTIVES ‣ Mentions ‣ Comments ‣ Shares ‣ Likes ‣ Perception ‣ Brand Love ‣ Subscribers ‣ Reach ‣ Views ‣ Plays ‣ Leads ‣ Direct sales ‣ Consideration Utilization Engagement Brand centricSales
- 35. MEASURING CONTENT CAN BE A REAL BITCH!‣Up to 25% of all views are made from bots ‣Different measuring methods on different platforms ‣Users move cross device and cross platform
- 36. GET THE RIGHT TOOLS TO MEASURE AND MONITOR THE PERFORMANCE
- 37. BOOST CONTENT THAT WORKS AND CREATE NEW IF YOU SEE AN OPPORTUNITY Always listen to what’s going on out there
- 38. REMEMBER WHAT YOU HAVE LEARNED!!!
- 40. CONTACT ▸ Nicolai Elmqvist ▸ Phone +4529444108 ▸ Mail: nicolai@elmqvist.dk ▸ Linkedin: https://www.linkedin.com/in/elmqvist ▸ Twitter: @nicolaielmqvist