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Content With Intent

Content is one of those things that you hear banded around a lot. Nowadays, much of it is distributed via social, including video, animation, images, infographics, and the list goes on.

Developing a method for approaching content planning, production, distribution, and optimization is critical for every brand. This presentation introduces Content NOW, a three-part process designed to drive results through content, and discusses:

- How content tripled six figure sales targets for one client
- How content production techniques are increasing in store footfall
- How content created one of the largest increase in brand love score since records began

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Content With Intent

  1. 1. CONTENT WITH INTENT Jai.Kotecha@ogilvy.com @OPRLondon
  2. 2. THE USUAL SUSPECTS
  3. 3. A POINT OF VIEW
  4. 4. A PROCESS TO DRIVE RESULTS
  5. 5. ADDRESSING A BUSINESS ISSUE IN REAL TIME
  6. 6. ‘N’ = NEWSROOM
  7. 7. TIMELY AND RELEVANT.
  8. 8. TIMELY AND RELEVANT.
  9. 9. TIMELY AND RELEVANT.
  10. 10. INSPIRE AND INFORM TO PERFORM 8310 730 4047 272
  11. 11. #BestPerformingPosts 8310 730 4047 272
  12. 12. …AND DRIVING BRAND THINKING
  13. 13. IN A BIG WAY
  14. 14. NEWSROOM CHECKLIST o Use fast, intelligent research o Choose relevant conversations o Make the process simple o Have a back up plan o Multi-disciplined team o Small, nimble client partnership o Templates save time o Track, test and learn
  15. 15. FRESH THINKING
  16. 16. ‘O’ = ONGOING
  17. 17. INSIGHT-LED APPROACH
  18. 18. INSIGHT-LED APPROACH
  19. 19. TEST AND LEARN
  20. 20. RESPONDING TO USERS
  21. 21. ONGOING CHECKLIST o Use research – trends, audience, business o Experiment – tap into content trends o Ask your audience, and listen o Create once for many o Support o Use learnings and analytics
  22. 22. ‘W’ = WOW!
  23. 23. EXTENDING EVENT BASED ATL
  24. 24. OPEN UP
  25. 25. NEWSROOM CHECKLIST o Short term incentives for long term loyalty o Make the audience feel special o Don’t show someone else’s party o Have rewards ready o Move on (learn) stronger
  26. 26. FINAL THOUGHT
  27. 27. THANK YOU Jai.Kotecha@ogilvy.com @OPRLondon

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