Jun 2, 2016 - PRO TIP: This is no less true for B2B marketers. Veronique. Larfargue of ... consumer journey will lead to
#ThinkContent Summit JUNE 2nd, 2016
MEC WAVEMAKER AT #THINKCONTENT SUMMIT This year’s #ThinkContent Summit, NewsCred’s annual content marketing conference, reiterated the fact that content marketing is not an ephemeral trend—in fact, it is a requirement for marketing success. #ThinkContent featured speakers from across agencies, brands and publisher landscapes, as well as covering topics such as content marketing trends, predictions, B2B specialization and content for millennials. In this Fast Take, MEC Wavemaker brings you the three key learnings and pro tips from the #ThinkContent Summit.
1. MEANINGFUL STORYTELLING GOES DEEPER
KEY LEARNINGS
The majority of the conversations at the summit shared a common theme—finding stories to tell from within the consumer journey will lead to more shareable content. For example, consider an adolescent girl’s first mascara purchase. Highlighting the emotions that come with the purchase is far more interesting than the purchase itself. After all, great content is not only about a brand’s voice – it is about audience identity. Those who connect with brand stories are the ones who will ultimately become brand champions. It is imperative to demonstrate that a brand story has purpose and value for consumers, either at an emotional or intellectual level. Rob Candelino, VP of Marketing at Unilever, shared a great case on Dove’s new hair care video, which features women of all races, ethnicities and ages feeling free to wear their hair as they please. The video struck a chord among many women who felt their hair was not included in mainstream conceptions of “beautiful hair,” converting consumer identity into brand success.
PRO TIP: This is no less true for B2B marketers. Veronique Larfargue of Google shared a comprehensive study of B2B consumers revealing the emotions along their purchase journey, often fraught with anxiety, and later, pride and satisfaction. Knowing your consumer is key, and customizing your offering – and your jargon – for each individual will allow a deeper story to be told.
“DON’T
DELEGATE EMPATHY.” - Veronique Lafargue, Global Head of Content Strategy at Google
2. DISTRIBUTION MEANS MAXIMIZING CHANNEL EFFICIENCY Distribution is about more than just targeting—it is about using the right platform to highlight your content, or more accurately, using the right platform to best distribute each version of your content. Creative agencies can deliver beautiful products that in partnership with teams like MEC Wavemaker, deliver truly engaging and inspiring experiences along the consumer journey.
PRO TIP: Would your client’s latest creative look even more amazing if it were redesigned with some of Instagram’s tools like Boomerang or Hyperlapse? Platform expertise and fluency in available tools helps us to differentiate and add value.
3. CONSISTENCY HAS ITS PAY OFF We know that spikes in spending lead to spikes in engagement, but they do not necessarily indicate a growing base of loyal consumers. Consumers need more than a brand experience or even a brand story—they need a brand narrative. Craig Hatkoff, of the Tribeca Film Festival, elaborated that a narrative is a collection of moments and stories that together provide a toolbox for constructing a relationship with your brand—both for organizing their beliefs and traveling along a trajectory.
“PEOPLE ENGAGE WITH 11.4 Pro Tip: A more content approach helps PIECES OFconsistent CONTENT BEFORE build consumer affinity in the passive stage, leading MAKING A PURCHASE.” to better business results in the active stage. Shafqat Islam, CEO of NewsCred
“SNAPCHAT IS PERSONALITY. INSTAGRAM IS BEAUTY.” Eric Toda, Global Head of Social Media and Content at Airbnb
MEC Wavemaker POV Our belief is that the consumer journey must be understood by marketers to gain deeper insight into consumers’ intellectual and emotional ecosystems. This way of thinking was underscored at #ThinkContent, where we saw how content is now more human than ever. As content marketers, we strive to improve our clients’ business results through creative content, social design and partnerships. To that end, we help our clients not only create a consistent brand narrative, but also demonstrate their ability to listen to, understand and identify with their audience. Connect with your MEC Wavemaker team to hear how we can help create a consistent brand narrative that demonstrates your ability to listen to, understand and identify with your audience.
#ThinkContent Summit JUNE 2nd, 2016
For questions, please contact your MEC Wavemaker team member.
