keeping up with content & communities - Conferenz

their thoughts - a great tool to help the company listen to the wants and needs of their .... the analytical tools you have on hand to create stories that have both.
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KEEPING UP WITH CONTENT & COMMUNITIES #CONCOM2017

Written by Lena Taylor. Full credit for the 2017 Content & Communities Summit, March 28 - 29, Crowne Plaza Hotel, Auckland. Look out for more marketing conversations at conferenz.co.nz.

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I think it's a well-known fact that we know (and greatly concerned if you are unaware) we are being marketed to. What differentiates our attitudes and behaviours towards brands and how we interact with them largely depends on whether or not they are providing us, their community, with relevant, timely and engaging content. I'm here to give you a run down on the latest insights from local and international content marketing superstars at the recent 2017 Content & Communities Summit in Auckland.

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1. At the heart of building brands is telling stories. Making an emotional and personal connection has been a huge part of brand strategy lately, through informing, educating or entertaining audiences with authentic stories. No doubt, social media transformed the art of storytelling forever with the ability to tell faster, more granular and more personalised stories than ever before. However, most of us are telling the wrong story at the wrong time. Kirsty Weir, Brand Strategy Consultant at Rough Sketch, noted to first, start with the story and not the channel. To truly capture the heart of audiences, make sure your customers are at the centre of your message. Next, be consistent and repetitive. You want to have five key brand messages maximum each year, so stick to what’s most important in your messages and find different ways to execute them. Then, make content that serves your customer, not you. And finally, organic. Customers are always more responsive to content that feels natural, and human. So which brands are consistently getting this right? Of course, LEGO - they raised the bar of storytelling with their ingenious blockbuster film. Kiwibank recently teamed up with Nigel Latta in their sponsored series "Mind over Money with Nigel Latta". Regan Savage, GM Marketing Communications at Kiwibank, mentioned that as a brand, you need to understand and respect your community of like-minded people and create content around the story your brand will tell that helps the community thrive.

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And, need we say more about this simple & brilliantly executed ANZ campaign, #HoldTight.

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2. Engaging communities to take the lead! New communities are evolving, even unusually large communities obsessed with bread face cats (?). Wendy Thompson, CEO of Socialites NZ, informed us that our actual job as content marketers is to create an engaged community, as this is the key to a sustainable business, so being extremely clear on the "why we are doing this" is vital. The strongest companies come from the base where they want to change the world. One example demonstrated was Mitre 10 - they have their own TV channel with "how to" videos, and their phenomenal engagement with their community on social media has allowed them to see such compelling UGC - even a pirate ship! They aim to personally interact with everyone who comments on their content.

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MARCH

2017

Yvonne Brill, Senior Community Manager at Bank of New Zealand, explained that it was a nece