Sharing Secrets of Creating Great Content at Proctor & Gamble’s Holistic Design Summit

June 25, 2012 2 Comments »

It’s often been said that content is king but how do you create great content and how can brands create and curate content that resonates with audiences?  Today I’ll be addressing these questions as a panelist during the Content, the New Currency of Marketing panel at Proctor & Gamble’s Holistic Design Summit in Cincinnati.  The panel is comprised of thought leaders from the media, blogosphere, and brand marketing space as Proctor & Gamble evaluates how they create connections with consumers through content.
In preparing for the panel, I’ve been reflecting on my favorite brands and the ways they connect with consumers and fans of their products. These days every brand has a social media presence through Twitter and a Facebook page but it’s important to look beyond those and the interactions to find the pioneers in the industry who blaze trails for other companies.
I love brands who use a variety of channels to communicate consistent messaging through social media tools that fit their products and create interesting campaigns that stir our emotions to facilitate a real connection.  With the trend towards visual, brand pages on Pinterest and Instagram accounts serve as another way to connect and enhance written content.
Which brands are doing it right?
Lands’ End.  I’m a huge fan of their clothes but their presence on social media sites allows consumers to constantly connect with them.  Not only is their Facebook engagement high but regular Twitter parties create conversation among fans who are always thrilled to talk for the opportunity to win fabulous prizes.  Their Swimsuit Confidence campaign used real people who shared photos and blog posts to show off their confidence and beauty in Lands’ End swimsuits.  And have you seen them on Pinterest pages?  The very hip Lands’ End Canvas has their own Pinterest page that showcases fashion and lifestyle.
Lands’ End Canvas Pinterest page
GMC. The GMC 2013 Terrain Denali press event that I recently attended in Traverse City, Michigan was well thought out and executed. It involved bloggers learning about the vehicle, experiencing it as we followed drive routes created in partnership with the Northern Michigan Bureau of Tourism to showcase the beauty of the area, and capturing images of the car and scenery using Olympus PL-3 cameras.  Each attendee selected a favorite image to appear on the GMC Facebook page for the opportunity to be their new Timeline photo.  Friendly competition reigned supreme as we Tweeted friends, emailed networks, and shared in Facebook groups to get our friends to like our images for the chance to be featured. The well thought out event generated lots of brand awareness for new 2013 Terrain Denali along with lots of new Facebook likes for the brand and comments about our images from fans.
GMC 2013 Terrain Denali
Today’s I’m thrilled to be speaking along with friends and fellow bloggers, Amy Mascott from and Justice Fergie’s Stacey Ferguson. Follow what we’re learning during the Holistic Brand Summit through our Tweets (@JusticeFergie @TeachMama @TechSavvyMama) and #ContentTalk during our panel.
There are lots of other brands who have created engaging content for consumers.  Who are your favorites?
Proctor & Gamble has provided my travel and a stipend for speaking, GMC paid for my travel to attend the 2013 Terrain Denali press preview, and Lands’ End provided me with a beautiful dress and shoesto wear for today’s panel although they had no idea they were going to be included in my presentation. I was not obligated by any of the aforementioned brands to write about them and all opinions are my own. 

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Original post by Tech Savvy Mama

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  1. tvaldeegan June 25, 2012 at 11:50 am -

    I think American Express is doing a really great job. They’re connecting small businesses to customers and giving their customers what they want, all through social networking experiences (Open Forum, Twitter, Foursquare)

    • Gina @ MoneywiseMoms June 26, 2012 at 8:46 pm -

      I agree about AmEx. They’ve done some fantastic Twitter promos this year and have really earned my business with excellent customer service online.