HANSON DODGE CREATIVEMaking the world more active.™

@sarahvanelzen

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

What is content?

3

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

4

Campaigns.

TV spots.Online ads.

Press releases. Videos.

Tweets.

Articles.

White Papers. Slides.

Facebook posts.

Blogs.

Social ads.

Webinars.

eBooks.

What is content?

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

79% of time online is spent interacting with content.

5

Source: Content Marketing Institute

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

Content strategy verses

Content marketing

6

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

Content strategy delves deeper into the creation, publication, and governance of useful, usable content. It seeks to manage content as a strategic asset across the

entirety of the organization.

7

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

Content marketing is a marketing technique of creating and

distributing relevant and valuable content to attract, acquire, and

engage a clearly defined and understood target audience — with the

objective of driving profitable customer action.

8

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

What is good content marketing?

9

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

10

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

11

Educational, provides facts or details

Principles of Good Content

#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12

@sarahvanelzen#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

47% of all social posts contain content-sharing links

13

Source: MarketingProfs

#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.14

@sarahvanelzen

#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.15

@sarahvanelzen#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16

@sarahvanelzen#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

17

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

18

Inspirational, joyful, heartwarming

Principles of Good Content

#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19

@sarahvanelzen#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.20

@sarahvanelzen#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.21

@sarahvanelzen#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22

@sarahvanelzen#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23

@sarahvanelzen#2 Emotional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

24

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

25

Honest and open, easy to understand

Principles of Good Content

#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26

@sarahvanelzen#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.27

@sarahvanelzen#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.28

@sarahvanelzen#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29

@sarahvanelzen#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30

@sarahvanelzen#3 Transparent

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

31

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

32

Designed for a practical purpose, solves problems, productive

Principles of Good Content

#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33

@sarahvanelzen

#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34

@sarahvanelzen#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.35

@sarahvanelzen#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.36

@sarahvanelzen#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37

@sarahvanelzen#4 Useful

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

38

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

39

Causes laughter, happiness, enjoyment

Principles of Good Content

#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.41

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.42

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.44

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.45

@sarahvanelzen#5 Amusing

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

50% of people talk with friends after watching a video

46

Source: Google Think

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

47

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

48

Leads to a business deal, conversion or sale

Principles of Good Content

#6 Transactional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.49

@sarahvanelzen#6 Transactional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.50

@sarahvanelzen#6 Transactional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

Posts with photos attract 120% more engagement than the average post

51

Source: Wishpond

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52

@sarahvanelzen#6 Transactional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53

@sarahvanelzen#6 Transactional

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

54

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

55

Searchable, targeted, result provides expected outcome

Principles of Good Content

#7 Optimized

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56

@sarahvanelzen#7 Optimized

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57

@sarahvanelzen

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

58

@sarahvanelzen

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

59

Relates to the audience, specific, personal

Principles of Good Content

#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.60

@sarahvanelzen#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61

@sarahvanelzen#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62

@sarahvanelzen#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63

@sarahvanelzen

#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.64

@sarahvanelzen#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

Posts with less than 80 characters get 66% more engagement

65

Source: Track Social

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66

@sarahvanelzen

#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67

Results250+ total stories53 million+ media impressions200+ TV mentionsAt least two TV crews covered the event each dayOpening Day: 4 TV crews, 2 news choppers, print feature1,664,614 Facebook impressions gained during the event1,260,986 Twitter impressions gained during the event

@sarahvanelzen

Principles of Good Content

#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68

@sarahvanelzen

#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69

@sarahvanelzen#8 Relevant

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

70

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

71

Smart, clever and able to move quickly. Also known as “newsjacking”

Principles of Good Content

#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72

@sarahvanelzen

#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73

@sarahvanelzen

#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74

@sarahvanelzen#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75

@sarahvanelzen#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76

@sarahvanelzen#9 Agile

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

77

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

78

Upholds brand position, values and voice

Principles of Good Content

#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.79

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.80

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.81

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.82

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.83

@sarahvanelzen

#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.84

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.85

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.86

@sarahvanelzen#10 Brand-driven

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.87

@sarahvanelzen

Want a copy of the poster?

Drop a business card, tweet me @sarahvanelzen or email svanelzen@hansondodge.com

HANSON DODGE CREATIVEMaking the world more active.™