If you need to put a content marketing plan together and want help in defining what makes content relevant and valuable, then this is the presentation for you.

1. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
So, you think you
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2. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Hi, we’re
We help brands meet their objectives with content marketing.
We’ll bring you closer to your customers by ensuring all your
content is valuable and relevant across the customer journey.
This deck is part of our ‘Killer Content’ series, designed to help
marketing folk to get to grips with content and inbound marketing.
If you’d like to know more, please visit www.headstream.com
or give us a call on 023 8082 8500.

3. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Content comes in many different shapes and sizes.

4. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
It can be small, like this nice little, one sentence tweet
from Bombay Sapphire,

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or huge, like Felix’s spectacular space jump from Red Bull.

6. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Content can be made from various things.

7. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
We’ve been using text & pictures
since the Mad Men days,
while audio & video enable
us to create richer experiences.
Recipes from Lurpak.
‘First Kiss’ video from Wren.

8. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
‘Subservient Chicken’ campaign from Burger King. ‘Fire and Ice’ Xbox game from Carte Noire.
Digital media gave us interactivity, which we’ve been
learning how to use over the past couple of decades.

9. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Infographicfrom Guinness. Data visualisation from IBM.
More recently we’ve seen data being used very
effectively for content and creative campaigns.

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#lookup campaign from British Airways. Welcome to London campaign from Tate Modern.
And now exciting new opportunities are becoming
possible by using time & location.

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Content can be ‘always on’ and snackable.

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Social media in particular needs
a constant, steady stream of
light-weight content.
365 reasons campaign from Corona.
Customer quotes from Evian.
Twitter word search from Carte Noire.

13. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Good content is valuable. There are different types of value.

14. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Competitions, coupons and incentives, we all like a freebie.
That’s why monetary value works so well in content.
Twitter competition from Bombay Sapphire.Free Pint app voucher from Guinness.

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From lifestyle subjects like, how to mix a Black Mojito to
more weightier subjects, we find information valuable.
Cocktail recipe from Kraken rum. #RoundUpYourMates report from Guinness

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An & Ria's #First flight video from Vodafone.Baby&Me video from Evian.
Entertainment. We love to be entertained,
be it a short comedy video or a heart-warming story.

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Utility content enables people to do something. Many free
mobile apps prove to be useful for millions of people every day.
Mixhibit app from Smirnoff.Start-Stop app from Audi.

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And lastly, emotive value is more personal, providing
things like status, fame, exclusivity, community and charity.
Members only website from Illy.Most Liked campaign from Corona Light.

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However, Killer Content must also be relevant.

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It could be relevant to a culturally shared event,
celebration or something happening in the news.
#jointhecrowdcampaign from Guinness. Goodbye Bush advert from Veet.

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Perhaps that’s why the Power Out tweet
from Oreo received so much attention.
Dunk in the Dark tweet from Oreo.

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Making your content relevant to what people want
at a specific time or location is also really smart.
Nearest Coffee app from Illy. Push for Hunger fridge magnet from Red Tomato Pizza.

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One of best ways to ensure your content is working as hard
as possible is to make sure it’s providing relevant value for
people at different stages of the customer journey.
Discover Consider AdvocacyEvaluate LoyaltyTrial
This generic FMCG customer journey is to provide an overview.
Buy
What does the customer
need at this stage?
How does our content
support the product
experience at this stage?
How do we use advocacy
content at this stage?
Where’s the best place
to put our content at
this stage?
Is our content search engine
optimised for the customer’s
thought process at this stage?
What content do we need
for customer service at
this stage?
What‘s the best KPI for our
content at this stage?
What does relevant content
look like at this stage?
How is content being used
in programmatic marketing
at this stage?
Do we need to provide
any exclusive content
at this stage?
What‘s the customer’s
decision making criteria
at this stage?
Are we investing the right %
of our budget at this stage?

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How are you changing your marketing strategy to ensure
your brand is being discovered and considered?
You need to ensure all your content is valuable, relevant
and available for when your customers need it.
You need Killer Content.
So, what’s

25. The content contained within this document remain the intellectual property of Headstream until the terms of the project are agreed in writing by all parties
Thanks.
Further ‘Killer Content’ decks will be published at www.slideshare.com/headstream
You can get more of our content at www.headstream.com/content/
or you can find out more about us at www.headstream.com
Steve Sponder
steve.sponder@headstream.com
023 8082 8500
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