11 tips for increasing content sharing by looking at Xmas Ads.

Tips for increasing content sharing

Over the last week I’ve been asked about digital content strategy and tips for increasing content sharing – in sending a quick reply I was honestly a bit gobsmacked when I found a presentation that I gave over five years ago talking exactly about the same stuff we’re still talking about here today.  Yes, I know that’s the nature of the beast.

Today, my first chance to catch up on some reading and writing, I’m listening to a new Marketing Mind podcast on Xmas Advertising.   It makes me think about our Xmas campaign, how things have changed and some tips for creating content that shares.

 

The post gets me thinking about content sharing and some common asked questions and answers from those wanting to learn more – a bloke at work who runs a fitness business on the side, my partners fashion and gift store, a conference I attended during the week.

Note: For those who live in the digital marketing and advertising space there’s not much new in the list below (we’ll save conversations about Single Customer Views, IoT and attribution for other posts)

So here is a quick check list for newbies if you want your content to spread further.

11 tips for increasing content sharing

  1. First impressions count – spend 30% of your blog/ Instagram post writing time on creating a catchy heading.
  2. Be consistent  – the daily blog, the weekly specials email from your local cafe.  (yes says I who doesn’t always practice what I preach!)
  3. People love lists –  it creates structure from chaos.  Odd numbered lists work better than even.
  4. Engage your audience  – tell a story, make them laugh (or cry) – it’s emotions that generate spread.
  5. Have a great picture – better still a great video.  A good picture (in particular via social sharing) helps.
  6. Be relevant – there are billions of pieces of content produced every day.
  7. Develop your own tone and style – Is your content heavy reading or light entertainment?  Timing is very important.  Heavy reading in the morning.  Light stuff after a long day.
  8. Think mobile first – most people will create on a desktop but your readers will consume on their mobile phone.  What’s your content look like on mobile?
  9. Respond to comments quickly.
  10. “Earned Media” is best – Focus on building brand advocates from existing customers to generate Word of Mouth to spread your message.
  11. Take a helicopter view of your posts performance to look for any sort of trends or insights

The John Lewis 2011 Christmas Advert mentioned in the podcast

Bright Shiny Objects Attract

ADMA AC&E Awards

Like moths to a light bulb,  the rising sun, a friendly smile – we’re attracted to big bright shiny objects that bring warmth and show more (without being over bearing)

So when it comes to your business marketing (or your personal marketing), does your marketing attract and who does it attract?  Does it attract the type of customer you want? Does it reach, connect and engage with your audience or is it just more noise that get’s ignored?ADMA AC&E Awards

There is so much content out there and  most is crappola – the same can be said for much advertising and marketing BUT,

great creative gets attention AND quality will (or should) rise to the top.

The ADMA AC&E  Awards – (the Association for Data-driven Marketing and Advertising) this week presented the best digital creative campaigns in Oz.

It was a pretty swish glitzy type of affair and what was immediately interesting was to see is how much this event resembled the TV Ad Award days of the past – indicative of where the advertising and media dollars are going today (and will only increase)

For me a couple of award winners really stood out.

Tiger Airways Infrequent Flier Campaign  http://infrequentflyers.com/

Attached is a copy of the detailed submission.  The marketing challenges make for interesting reading –

A SMALL AIRLINE WITH A BIG BAD REPUTATION DESCRIBING THE DOMESTIC AUSTRALIAN AIRLINE MARKET AS CHALLENGING WOULD BE AN UNDERSTATEMENT. THERE’S THE BIG 3; THERE’S QANTAS, THEIR BUDGET COUSIN JETSTAR, AND GLOBAL INDEPENDENT, VIRGIN. ALL THREE ARE GOLIATHS IN COMPARISON TO LITTLE TIGERAIR AUSTRALIA WITH JUST 13 PLANES. IF THAT WASN’T CHALLENGING ENOUGH, TIGERAIR AUSTRALIA IS A BRAND PEOPLE LOVE TO HATE. HAVING BEEN GROUNDED IN 2013 FOR 6 WEEKS BECAUSE OF SAFETY CONCERNS, TIGERAIR HAD A REPUTATION FEW AIRLINES COULD RECOVER FROM. NONETHELESS, TIGERAIR PERSISTED. OVER THE SPAN OF 12 MONTHS, TIGERAIR DRAMATICALLY IMPROVED ITS OPERATIONS. BUT WITH YEARS OF BAD PRESS AND POOR CUSTOMER SATISFACTION, TIGERAIR WAS STILL AN AIRLINE FEW AUSTRALIANS WANTED TO FLY. IN FACT 59% OF AUSTRALIANS REFUSE TO FLY THE AIRLINE, EVEN THOUGH MOST HAD NEVER EVEN FLOWN TIGERAIR BEFORE. THE BRIEF IN ORDER TO SUCCEED IN DRIVING SALES IN THE LONG-TERM, WE IDENTIFIED THE NEED TO DEVELOP A MORE DIRECT RELATIONSHIP WITH OUR CUSTOMERS. ADDITIONALLY, WE NEEDED TO GIVE PEOPLE A REASON TO CHOOSE TIGERAIR NOT AS A LAST RESORT BECAUSE IT WAS THE CHEAPEST OPTION, BUT AS THEIR FIRST PORT OF CALL BECAUSE IT OFFERED THE BEST VALUE.

The results

The other

Play With YourSelf – Blue Ball Foundation http://playwithyourself.org/

Agency – M&CSaatchi 

The “Play With Yourself” campaign was very clever – highly targeted and extremely relevant to the audience.  The disruptive nature of the campaign within the porn stream meant the call to action was for most – immediate.

The challenge for all advertisers and marketers is to constantly raise the bar (no pun intended).

For all the Winners please click here.

Until next week – Maxy – oh yeah – thanks to marketo for the invite.

Advertising Sports Betting and Getting Attention

The Aussie Love of the Punt

Here in Australia we love a punt – two blokes in a bar will bet on which of two flies on a wall will move first – it’s a national past time (did I hear “problem”?).  The ponies, the dishlickers, the pokies, two-up ANZAC Day and increasingly the Footy, cricket and any other sport.

Globally, we’re not much different from anywhere else around the world – Vegas, Macau, the UK and so on.  It seems everyone everywhere loves a punt.

Gaming Growth Worldwide

Statistics and facts on Sports Betting

The total value of the global sports betting market is difficult to estimate because of the lack of consistency in how it is regulated in some parts of the world. Some estimates put the value of the sports betting industry at between 700 billion U.S. dollars and 1,000 billion U.S. dollars.

So, in a highly competitive market – how do you increase market share?

Content Relevance

Relevance is a key to all content.

For all marketing campaigns we need to ask – What’s your business goal – new customer acquisition or retention?

If its new customer acquisition who is your target market?  Is the aim to create new behaviour or convert from the competition?

What new customer feature does your product have?

In sports betting the latest feature is to cash in your bet.

Creativity with impact

In the UK William Hill, the bookmaker, has released a hyper-active TV campaign to advertise its in-play betting products.

The work, which called “take control”, first aired on Sky Sports on 23 August, during Chelsea’s Premier League football match against West Bromwich Albion. The ad is a frenetic mixture of football, cartoon explosions and aggressive cut-away scenes combined with an electro dance sound track by Knife Party, which makes for exhausting viewing. It will be followed by two more spots, focusing on William Hill’s Priority Access card and its “cash in my bet” option, respectively. These ads will also be backed by press, social and radio executions.


Read more at http://www.campaignlive.co.uk/article/william-hill-take-control-bark-bite/1361137#Q3i2kmhpURmUjqFD.99

The question is does it engage and does it spread?  Does it deliver the communication intent?

Note: Here is Australia, Social Services Minister Scott Morrison will take control of the review given he holds responsibility for overall gambling regulation (more)