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HANSON DODGE CREATIVEMaking the world more active.™
@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
What is content?
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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 #PRSMContent
20% of all time spent online is devoted to reading content.
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Source: Content Marketing Institute
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
What is good content?
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@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Educational, provides facts or details
Principles of Good Content
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.10
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
47% of all social posts contain content-sharing links
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Source: MarketingProfs
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.13
@sarahvanelzen #PRSMContent
#1 Informative
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Inspirational, joyful, heartwarming
Principles of Good Content
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Only 4% of women around the world consider themselves beautiful.
Dove is committed to building positive self-esteem and inspiring women.
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#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.18
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19
@sarahvanelzen #PRSMContent
#2 Emotional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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.22
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.24
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.25
ResultsOver 20,000 questions answeredMore than 2 million visits to the site Visitors spend 4:30 minutes (avg.) on the siteVisitors read ~12 questions per visit
@sarahvanelzen #PRSMContent
Principles of Good Content
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26
@sarahvanelzen #PRSMContent
#3 Transparent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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.29
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.31
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.32
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34
@sarahvanelzen #PRSMContent
#4 Useful
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Causes laughter, happiness, enjoyment
Principles of Good Content
#5 Amusing
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@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.38
@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
50% of people talk with friends after watching a video
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Source: Google Think
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@sarahvanelzen #PRSMContent
#5 Amusing
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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.43
@sarahvanelzen #PRSMContent#6 Transactional
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Posts with photos attract 120% more engagement than the average post
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Source: Wishpond
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Searchable, targeted, result provides expected outcome
Principles of Good Content
#7 Optimized
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@sarahvanelzen #PRSMContent
#7 Optimized
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.48
@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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@sarahvanelzen #PRSMContent
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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.51
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
Social posts with less than 80 characters get 66% more engagement
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Source: Track Social
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.55
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56
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 #PRSMContent
Principles of Good Content
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.58
@sarahvanelzen #PRSMContent
#8 Relevant
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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Smart, clever and able to move quickly
Principles of Good Content
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63
@sarahvanelzen #PRSMContent
#9 Agile
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.
@sarahvanelzen #PRSMContent
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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.66
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.70
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.71
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74
@sarahvanelzen #PRSMContent
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75
ResultsGrew community from 66,042 to 137,756100% growth from year to year56,412 sweepstakes entries20,000 email opt-insRaised $13,000 for community partner (Bucket Brigade) and developed ongoing philanthropic relationship with ACGA Record e-commerce and shelf sales
@sarahvanelzen #PRSMContent
Principles of Good Content
#10 Brand-driven
©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76
@sarahvanelzen #PRSMContent
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.™