the power response model business model to create power content marketing and increasing sales.
key company goals
identity repeat
power content Attract Stimulate Sharing Response
media channels
consumer experiences
by Anders Berendt www.linkedin.com/in/andersberendt
the power response model business model to create power content marketing and increasing sales.
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KEY COMPANY GOAL
- WHAT DO WE WANT people TO THINK ABOUT OUR BRAND? - market analysis (SWOT and TOWS etc.) - what is our message? - How can we evaluate increased sales on content marketing?
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CONSUMER EXPERIENCES
- Who is the target group? - UNDERSTAND YOUR AUDIENCE! - HOW ARE THEY ENTERTAINED? - Where are they entertained? - HOW DO THEY LIKE TO BE ENTERTAINEd? - how is the consumers sharing culture?
power CONTENT
1. Attract consumers to your content 2. Stimulate their feelings through power content 3. Sharing - Make them want to share your content 4. Response - Make it easy for consumers to respond to your content. make it easy to buy your Product or service. __________________________________________________ - Entertain your audience and touch their feelings. - Get the audience to identify with your content. - the bigger the reaction at the time, the easier the memory is to recall. - Help your audience. Make ”How-to” content or answer their questions.
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IDENTITY REPEAT
- repeat brand DNA - REAPEAT, REPEAT, REPEAT! - Show it, don’t tell it! - Repeat brand keywords and values. - Create a unique visual identity.
MEDIA channels
- how do we make it easily accessible? - Which channels? - Why these channels? - Where are the consumers online and why are they just there? - where do they share their content - think of Digital word of mouth.
by Anders Berendt www.linkedin.com/in/andersberendt
Key company goal The first thing you have to do when you are creating a content marketing strategy is to decide in which direction you want to go. You need to have a clear businesses goal(s) and should be able to answer this question right away: ”What do we want people to think about our brand?” When you know your business goals it is important to find some factors for how you can measure your performance. Branding is difficult to measure but content marketing is also about increasing revenue. Therefore, a comparison of sales should be analyzed periodically.
UNDERSTAndiNG OF the TARGET GROUP USER INVOLVEMENT
Remember that content marketing is a long-term strategy and that there will not necessarily be increased sales from day one. Consumer experiences When you are creating content marketing it is more important than ever to know the company’s target group. Often the target group will find your content because you don’t want to spam them in any way. Be patient and wait for your audience until they have the time to be entertained. Power content marketing is not about what your company needs, it is all about what your target group want and what they need. Over a period of time with content marketing, the company, due to the accumulated experience, will gain knowledge and understand about what works and what does not in relation to the target group (See illustration 1.). Therefore, one should keep updating the companys description of the target group.
(See illustration 1.
TOTAL NUMBER OF CONTENT PRODUCED OVER TIME
Identity repeat The visual presentation of the power content must fit the company image. Furthermore, you should never tell the world how good you are, you have to show how good you are - And show it repeatedly. In the business of lending money, such as a bank, the bank must appear credible, not tell they are. All content should showcase the company’s brand DNA, both visually and in the substance. The company’s values and keywords should easily be interpreted from the content. The overall expression must be professional thorough, resulting in a magnetic effect in relation to the users - they should feel attracted towards the power content.
Power content
3. Sharing
When creating power content for businesses, there are four main phase that I see as very important. The four points: Attract, Stimulate, Share and Response are explaned in the following:
All your content must be uploaded to a platform which can be shared through social media and which is easily accessible to all users. It does no good to the company building its own platform to implement videos. Youtube or Vimeo’s format can be shared and embedded / implemented on most (if not all) social media networks.
1. Attract It is important to catch people’s attention from the start. Good content is content that your target group is already looking for. If your target group is ”Dancers” an amateur dancer will search on Google or Youtube for videos and other content with the best dancers to learn from etc. Solving problems through how-to guides or inspire and impress your target group, is a good way to get your power content started because they are probably already searching for you. If you can reach your target group and touch their emotional feelings, in a positive way, they are more likely to remember and identify with the content and your brand. 2. Stimulate In the stimulation phase the keyword is ”product placement”. In this phase, the content must be focused on the company’s product or service, but without creating a tv commercial! Fit your product into the video somehow... If you are selling hiphop caps, give your cap to a dancer and create that power content. You may, or may not, have noticed how often Red Bull’s athletes drink a can in their videos Without people thinking about it as a commercial. Red Bull have repeated this many times. Your audience may not notice your product right from the start, but if you are good a repeating product placements, I believe it should work for you as well.
A newer topic these days is ”hashtags” - The new URL. Hashtags help users finding other users with same interests. As Nike would say #JustDoIt 4. Response The power content must create a magnetic effect that attracts your target group. They should be able to reflect on your message, it should help them or let them become inspired. In that way they will identify with the content making them want to share it with their social network. But the content should also provide a response in the form of a purchase. The user’s response to the content do not necessarily need to be impulsive. But the content must be so amazing that it is stored in the user memory until the next time they are looking for a product or service like yours. Strive to create a moment in your content that will receive a big reaction from your target group. It will make the memory easier to recall. That’s what makes bad memories so bad.
Media channels Although we love to share our stories online, we listen more than we speak. Whether you are on Instagram, Twitter, Facebook or Youtube your browser will be on heat with new content and you will only spend time on what interests you most. Therefore, a successful content marketing strategy, regardless of its media channel, need to have content that really stands out! There are 3 types of viral effects you should think off. 1. Power Content Power content is content without any people around. With no audience the content is created to impress people - A lot! Search for ”Ken Block Gymkhana” on Youtube to see a great example. A lot of hard work and preperation is put into these videoes to create power content. Independent of the sender this content will be shared everywhere as long as it has not been seen before. 2. The element of surprise Create your content in the middle of all people when no one expects it. People will quickly reach for their smartphones and upload the content to their social accounts - You just need to find a method , which compared to your target group, will create a great response from the audience watching it. 3. The Impossible This content is a mix of both power content and the element of surprise. Red Bull did so in Copenhagen, Denmark a couple of years ago when they without any public announcements, teamed up with Furmula 1 driver, David Coulthard, to drive through the streets of Copenhagen on a ”random” day, in his racing car. A quick tip Do not be afraid to invest money in quality content - In this case it’s probably better not to make any content at all.
Thanks Thank you for taking your time reading about my Power Response Model. I hope this business model can inspire you to your own content marketing strategy. Good luck! Anders Berendt www.linkedin.com/in/andersberendt
About Anders Berendt 27 years old passionate Scandinavian working with Marketing and Design. Graduated as a design technologist in January 2014 from KEA Business & Design in Copenhagen, Denmark. Anders Berendt is a former professional cyclist but was forced to quit the sport due to a knee injury. Today he is also the owner of the Danish street fashion brand Abbe Polyhagen.