The secret to developing great content starts with an idea – a vision of what you want the audience to know. From there, you outline the strategy of your idea and the tactics that you will use to implement. Next, your content is developed, planned out and created. When everything ties together, you get a seamless content marketing campaign.
I recently completed an example campaign for an online fitness company, BodyRock. This company has a follower base of nearly 2 million and counting and is changing the direction of its content.
Three types of content were created to help launch this new direction; 1) an informative blog, 2) a video that illustrates the blog and 3) a quick how-to recipe video. These three pieces work together to tell a positive brand story and increase engagement among followers.
The content is designed to be:
Below are the pieces of content created for this campaign!
For most of my life I’ve had a fear of reaching out. Except for maybe when I was five, and I had no foibles letting even those who didn’t ask know who I was and how excellent I was at tying my shoelaces or counting to a thousand. But since then I’ve always kept to myself and let opportunities come to me. So when an “information interview” was assigned by my Careers and Placement prof this semester, I was shaking in my boots. An information interview requires contacting a professional in my field and meeting up to chat about the industry.
Then things got even crazier. I’m in love with writing and as you, my blog audience (blogdience?) may have already discovered. So when the idea popped into my head that I could potentially have my interview to gain perspective from someone who works at Marketing Magazine, now that was just dreaming too big.
However there I found myself in mid October, sitting in a small Starbucks in the centre of Toronto. I met with Marketing’s Senior Staff Writer and all it took was an email. We talked about an average day at the publication and what lead her to her position. She was so pleasant and a wealth of information. Immediately my nerves were calmed when I realized how easy this was.
My key takeaways were:
1) People are willing to help you. As a student in the marketing field you are not in this alone. Just reach out, take a small step and doors will be opened for you.
2) I really want to carry on in writing in the hopes that one day I will hold a position at a magazine or blogging professionally. I learned nothing about the industry that would shy me away from this goal.
3) I made the right choice in picking this course, because it has brought my confidence up in what I can accomplish and has shown me I can achieve great things. Eep!
Coca Cola has been getting a bit of a buzz off it’s latest advertising campaign. The “you’re on” slogan is supposed send a positive, proactive message but you would have to be living under a rock not to think of drug use when hearing it. A bus stop ad in New York City proudly reads, “you’re moved to New York with the clothes on your back, the cash in your pocket and your eyes on the prize. You’re on (giant Coke logo).”
Coca Cola states “you’re on” means “you’re resilient, you’re determined, you’re strong”. Witty Twitter users have already started mocking the tone of the ads with postings such as “you’ve been riding the C back and forth for 7 hours straight. You’re on Coke.”
This ad which accompanies the campaign gives off a much different feel then the subway ads. This ad is predictable, with a seen-it-before-feel right down to the music and as much as I enjoy anything with Taylor Swift, I don’t think the two components really match. For the shock-value of the tagline, couldn’t Coke amp things up for the accompanying commercial? Take a page out of Redbull’s ad-book and show us what being on Coke really means. (Ah, scratch that last bit)
The agency that put together the campaign are notorious for risqué approaches to the ad world. The agency, Droga5, created a fake porn site in 2006 to promote IKEA beds.
Despite Coke insisting they had no means making this campaign a drug-reference, there is no mistaking that that is exactly the marketing tactic they have employed here. I hope America is ready for this new, bad-ass Coca Cola. First, they sung the national anthem in many different, (yes, DIFFERENT) languages, and now they’re offending Coke “users” once again with recreational drug references. I’d hate to see what those rapscallions are about to do next.
Throughout the Olympic games in Sochi, beer giant Molson has taken shots at fellow brewer Budweiser. Most recently making reference to Budweiser’s latest marketing effort (a giant blimp) in this text ad below.
Budweiser Canada is not an official Olympic sponsor, unlike it’s American business unit who is sponsoring Team USA. The Budweiser Canada brand is aggressively attempting to associate itself with hockey during the games, which has left a bad taste in Molson’s mouth. Molson is Canada’s official beer sponsor for the games and wants Budweiser to butt out. Molson ran a print ad this previous week in the Globe and Mail asking “Bud, which side are you on?”. It exposes Budweiser’s contradictory support of both Team USA and Team Canada. The print ad has gained a multitude of “likes” and “retweets” on social media. Surprisingly, Budweiser has not responded to these attacks in any way.
In light of Budweiser cancelling it’s popular Bud Club party at the Sochi games due to fears of security threats, Molson has swooped in with a clever marketing ploy. The brewer introduced a beer fridge only accessible to Canadians. Located at the Canadian Olympic House, the fridge can only be opened by Canucks after it scans their passports for authenticity. This concept was first introduced in a commercial released over the summer of 2013 in anticipation for the Winter games.
This ad spot for Coca Cola aired at this year’s Super Bowl with the simple, heartwarming message of American pride. The commercial is titled “America the Beautiful” but the internet backlash coming from viewers proves that sometimes it can be anything but.
If you’re puzzled as to what offense people have taken to this seemingly innocent ad spot, allow Twitter user DiabetesBoy to put things into perspective.
The soft drink giant is currently in hot water for it’s sponsorship of the Olympic games in Russia. Coke continues to sponsor the games despite Russia’s legal oppression of gay rights, causing LGBT groups worldwide to speak out against the corporation and other sponsors such as McDonalds. So it is understandable why Coke has created this ad to showcase diversity, celebrate American culture and save face.
Apparently this does not fly well with the warriors of the interweb who feel the only language spoken in America should be good ol’ fashioned American. Now patriots across the nation are throwing away Coke Zeros in anger and banning the brand from their households. Coke really can’t catch a break.
I’m from Canada and I have to say I’m shocked at the amount of commotion caused by this commercial. I could see the same ad a hundred times with Oh, Canada (our official national anthem) played in as many languages as you can imagine and I never once would raise an eyebrow. Not to say there is no one in this country who would (ignorance can be found anywhere, unfortunately). But I do not think it would ignite such an uproar amongst Canadian people, we tend to be pretty chill with culturally diverse media.
It’s a sad sight to see here in 2014 when I had faith that society had moved forward from comments such as this. It is an interesting reflection on the attitudes still held by so many, and the maturity and acceptance that is still lacking in the world today.
Growing up in a time when having analog television kept U.S. channels from being substituted to Canadian stations, I was able to watch Super Bowl ad spots in all their glory. My grandmother and I would crowd around our whopping 13-inch, rabbit-eared Sony set and tune into commercials like this intolerably ’90s one below for Nike featuring “Air Jordan and Hare Jordan”.
But in modern times, will the traditional anticipation of the Super Bowl ads still stand? We’re already noticing a shift in the way the ads are released. Now with video sharing sites such as Youtube, ads can be out weeks before the game. It even seems to be trendy to have an ad so racy or controversial that it gets banned for being aired on game day and is leaked to the Internet where it gains millions of views.
That trend in it’s self seems slightly archaic as it is such an extensive process to produce an ad in hopes of it going viral. A Vine of some guy “twerking” on a water trampoline could be posted within nano-seconds and seen across the interweb in a matter of hours. (I tried to find a related video but was unsuccessful. Apparently it hasn’t been done. Yet.)
VGN’s Brad Schwartz, Ghost Robot’s Zach Mortensen, Wired’s Howard Mittman and Mindshare’s David Lang discuss the future of the Super Bowl spot below.
Each of these media experts shares the same confidence that the Super Bowl commercial is here to stay as long as the big game it’s self. Interestingly, the delivery method may be altered in years to come based on the rise of technology and the watching patterns of future generations. It could even be argued that the digital age has increased the Super Bowl ad experience by allowing viewers to seek out their favourite ads on Youtube and watch them again and again.
As you may have come to realize, if you are a recurring reader of SellMeAboutIt, is that I am by all means a traditionalist. The digital world we’re ever so quickly spiraling into is a cause of anxiety for me. The fact that I don’t possess the patience to wait until game day to reel through new Super Bowl ads is alarming. But this is the society we live in today, and this is the society I’m going to be marketing to tomorrow.
Here in 2014, do gender biases still exist? The Philippines was rated the 5th most progressive country in terms of gender equality, however statistics show they may not be as far ahead as they think.
Hair care company Pantene has brought to light some interesting information as part of their new campaign for Filipino women called #WhipIt. A look at Filipino society in the 2013 Gender Gap Report reveals 70% of men say women need to downplay their personality in order to be accepted while 66% of females believe men are more deserving of employment then they are.
#WhipIt is a forum based out of the social media site rappler.com. It is rich with articles that challenge societal norms, labeling, stereotyping and other issues women may face, particularly in the workplace. Pantene’s goal is to encourage women to shine strong, as their hashtag (#) suggests. #Shinestrong.
“We believe that a lot of people default to gender stereotypes without stopping to think if they make any sense. By highlighting this we seem to have set off a conversation on the subject. And we hope that in the future, people will start thinking twice before labelling women unfairly.” says a representative for Pantene Philippines in regards to the campaign.
The #WhipIt ad spot has gone viral across the globe through social media sharing. That’s how I was lucky enough to stumble upon it as a perused my Facebook newsfeed this morning. Truthfully what kept me watching was the businesswoman in the beginning (wearing the fabulous Louboutin heels), as I one day envision myself in that position of power. Being a forward thinking individual with some faith left in society, I never gave much thought to the challenges that could arise if I were to be that businesswoman one day.
An interesting video was brought to my attention. It is a rundown of the successes and failures in the representation of women in the American media in our time, 2013.
Watching a video such as this places an even greater value on efforts put forth by Pantene Philippines and other companies who are attempting to open up discussion and heal gender equality issues.