Consumers today are overloaded with information, and they’ve gotten savvy at tuning out advertising. Instead, they crave meaningful, relevant content that educates and inspires them and makes them feel part of a brand experience. You have a unique story to tell them and plenty of places to tell it — but without an integrated content strategy, your brand story can quickly become fragmented and fall flat. In this session, Stacey King Gordon from Suite Seven, a content strategy and brand communications consultancy, talks about how you can develop your unique point of view and a framework for what content you publish on your social media and other marketing channels. Learn why content is so important to building your brand, and how to develop a sustainable content plan even when you have limited resources.

1. @staceykgordon
@suiteseven

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15. Earned media
earns trust.
92
of consumers trust “earned media”
%
47%
of consumers trust TV or print paid ads
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Nielsen’s Global Trust in Advertising Survey, 2012

16. Social media is important
to small businesses.
83% of businesses in 2012 agreed
that social media was important
to their business for:
•Building awareness
•Driving traffic to their websites
•SEO
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Social Media Marketing Industry Report, 2012

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18. 1970
500
messages every day
Consumers are
2013
overwhelmed
3,000 with marketing.
to
30,000
messages every day
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21. "Advertising is The same ol’ same ol’
so ubiquitous … isn’t working
that it's turning
people off. It's
anymore.
desensitizing
people to the
message.”
- Rance Crain, editor in
chief, Advertising Age
8 10 out of
online ads fail to reach their desired audiences
63%
of consumers say they ignore Internet ads
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23. When is
social
media
going to
start
working
for us?
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26. Should I be on Twitter?
Should I join Pinterest?
Do I need to blog?
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27. WHAT STORY
AM I TRYING TO TELL?
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29. 95
of all blogs are abandoned
%
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31. Mission
Point of View
Unique Voice
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33. “Brands are media.
Marketers are editors,
or at least need to
start thinking like editors
and producers if they don’t”
— C.C. Chapman, Content Rules
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34. Get ✔ What you’re going to say
specific ✔ Where you want to say it
about: ✔ How you’re going to say it
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35. Biggest challenges with content
marketing
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36. Small businesses:
Do a few things well
Think smarter
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39. Tell Stories that Mean
Something to Your Audiences
• Touch on themes
they’re already
familiar with
• Discuss topics that
resonate with them
• Create an element of
surprise or freshness
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40. Entertain
Connect
Inspire
VALUE
Support
Educate
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42. 1. Present some kind of
unexpected
challenge or
emotional hook.
2. Create a sense of
“me to we.”
3. Be authentic.
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43. Lake City, SC
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53. THE STORY
MAKES YOUR PRODUCT
BETTER
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60. Your business
• Why are you here?
• What gets you up in the morning?
• What does it mean to you to be
putting your products into the world?
Talk from the
heart!
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61. Talk about
others
12X
more than you
talk about
yourself.
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62. Your experience
• What fascinating things or stories do
you encounter in your work?
• Do you meet interesting people?
• Do you work with people who have
unique knowledge?
Build a
community!
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63. Your process
• How do you come up with ideas?
• What inspires you?
• How does an idea evolve?
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68. Know your
audience!
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69. WHAT DO THEY NEED
THAT I CAN
UNIQUELY GIVE THEM?
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70. Your strategy sweet spot
What your WHERE What your
stories are YOU audience
PLAY cares about
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71. Themes and topics Channels
What your WHERE What your
stories are YOU audience
PLAY cares about
Frequency Curation
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72. “At our core, our
company is about
storytelling … If you’re
genuinely passionate
about what you’re
doing, it’s going to
come through.”
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73. Win
brand
fans!
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74. THANK YOU!
www.suiteseven.com/wja
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