As we wind down the first quarter of 2015, the discussion around content marketing only continues to grow in volume. And it’s moving in so many different directions that it’s tough to divine what’s real and what isn’t. To get a better handle on the branded content landscape, we asked Stacy Minero, head of Twitter’s content planning team, what she is thinking about the space.
Minero is particularly well suited to do this. In her past life, she led content strategy at Mindshare, where she focused on creating a systematic approach to developing and distributing content for her clients. Throughout her career, she’s helped drive dozens of custom content programs with partners like NBC, Fox, Bravo, Condé Nast Entertainment, Apple and YouTube.
What follows is Minero’s list of 10 things to consider when creating content for brands, in her own voice.
Live marketing will transcend tent poles: In 2013, moments like Oreo’s now-famous “Dunk in the Dark” Tweet made live marketing synonymous with big tent-pole events like the Super Bowl, with Twitter acting as the vehicle that encouraged real-time responses from brands. This year, we’ll continue to see brands activate against these major events, but also lean heavily on connecting with their audience in everyday moments. A powerful example of a live, evergreen strategy is Oreo’s #OreoSnackHacks campaign, which gets consumers excited about fun, new snacking occasions and tasty combinations. Continuity and cadence will without a doubt be a big focus in 2015—especially among the CPG, auto and dining industries.
Content will be more participation based: Brands will invite their audience into the content creation process to make for a more immersive and fun experience. We’ve already seen this trend start to catch on. Last year, @TheHungerGames successfully built buzz and anticipation for Mockingjay the movie by launching the trailer on Twitter once enough fans had ‘unlocked’ it with a retweet. And Starbucks launched the #VoteForJoy campaign to encourage its followers to vote for their favorite holiday drink, which was later offered in all U.S. stores for 50 percent off.