In the early days of owned and earned media (i.e., content) brands believed that communicating their messages via social and traditional media were the keys to success. And content is working; 61 percent of brands are doubling down on content this year. But advanced content strategists know that driving specific business objectives using content requires a wholesale shift to the user’s perspective - creating content that is entirely about theuser and the things they already care about. And for all the hand-wringing that goes on about creating the right content, 90 percent of brands investing in content lack a plan for optimizing the content and its distribution to reach targets, get them to “try” it and get them to come back to it on a regular basis.
This presentation takes brands and marketers on a deep dive into the behavioral neuropsychology that drives audiences to try and become addicted to a brand’s content, and helps them translate that knowledge into a scalable program that drives specific business objectives using consumer-centric content, complete with case studies of these strategies in action.
9th–13th March 2012