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03/12/2014

Sexy Content In a Seemingly Unsexy Industry

Adria Saracino

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Sexy is in the eye of the beholder.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

You’re in business because someone

finds you sexy.

Step 1: Define “Sexy”

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

Customer

Customer

Customer

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

Customer

Customer

Customer

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

TV ads

Print ads

Display ads

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

TV ads

Print ads

Display ads

$ $

$

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Discover

Trigger

Search

Buy

Stay

Not ready

Ready

?

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

Source

Source

Source

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand  

Cats?

Zombies?

Death monsters?

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Sexy is in the eye of the beholder.

Source

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Brand   Market  

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

What you can credibly

talk about

What your audience

shares

Ding, Ding, Ding!

Moving on to…

Step 2: Analyze that sweet spot

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Starts with your brand’s goals.

Source

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Then understand your audience’s interests.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

56% of the market doesn’t research tires.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Most purchasers buy within 72 hours.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Only 12% give a crap about tires.

DERP

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Tires

Driving

Music

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

95% of Americans own cars.

(source)

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Lastly, determine what triggers shares.

Source

Happy

Sad

Anger

Fear

Source

Happy

Sad

Anger

Fear

Moving on to…

Step 3: Start thinking

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Tires + driving + rap music = ?

Source

103 placements

24K shares

Source

199 placements

92K shares

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Which Rap Artists Are Making Their Career From Rapping About

Rims?

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Tires +

engineering

Driving +

music

AN ON-BRAND EXPLORATION OF RIMS

So how do you make sexy content in an unsexy industry?

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Sexy is in the eye of the beholder.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

What you can credibly

talk about

What your audience

shares

FIND THE INTERSECTION

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Do this by identifying goals & audience

interests.

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled

Core Product

Related Topic

Related Topic

Source

Happy

Sad

Anger

Fear

Source

Three

(a UK mobile provider)

Source

Cable TV

(a US cable affiliate)

Source

MTS

(a Australian metro service)

Thank You

#DistilledLive | @ContentSeattle Meetup @adriasaracino from @distilled