Strategy: UNIDAYS Content VP on acing content marketing 

A long-time CIM member in London, Kevin Tewis-Allen is challenging what’s possible in content marketing. He explains how to avoid the situation where content generation is a drain on resources, and instead turn it into a valuable revenue driver. Take a look at Kevin’s tips and see what you might adopt as your own, within your 2018 content marketing strategy.

 

About Kevin

Kevin started his marketing life by dreaming up Winston the Churchill bulldog. He’s been a DJ/Music producer and sold over 20 million records for acts like Usher, Britney Spears, Lionel Richie, Phil Collins and Beyoncé. He moved into professional services, ran a major start-up, and top 5 creative agency. Joining UNILAD as global director for business development, he’s now Vice President for Global Content and Social Strategy for UNIDAYS.

What matters most when it comes to content and social strategy?

“Every discipline is built upon essential pillars that underpin its success. With content and social strategy there are three things you must keep at the front of your mind when formulating your plans. The content you create must be all three of these things:

• Relatable
• Sharable
• Meaningful

Which brands are doing this well?

“There are three brands I’d urge you to look at and follow. You’ll learn a good deal from what they choose to cover and what they don’t, the platforms they use, as well as from how they go about engaging with their audiences. My brands to watch are:

• Red Bull: for their inspirational content based on real people’s experiences
• LEGO: for its constant reinvention of a familiar brand and for building a community of imaginative folk who just love LEGO
• Apple: for being a rule-breaker and choosing to do everything in its own distinct way”

How does UNIDAYS stay relevant, as the leading student affinity brand?

“We try to broker better deals each time. I am negotiating money can’t buy experiences and VIP experiential content that adds a unique value to the UNIDAYS community.”

What’s the secret for exceptional creativity?

“Strive for that killer idea. One that makes you laugh so hard you HAVE to share it and tag your friends. Or one that makes you cry your eyes out… and then you share it.”

Where should someone new to content strategy start?

“Social media audits are essential. It shows that you know the markets, know the brand, know the customers’ online behaviour, before you begin. If you work for an agency, it can show your client company that you are already under the skin of their business. That is very impressive.

Be aware of age groups and channels too. The rule of thumb is:

• 10 to 18-year olds dominate Snapchat
• 15 to 24-year olds live on Instagram
• 24 to 40-year olds are at home on Facebook”

How do you ensure your content gets the right payback?

“For me, it’s about making sure that you get the whole mix right. Aim to master these decisive dozen elements of the mix and you’ll be on your way to turning content into a revenue driver:

1. Theme: identity and create a theme (or themes) that you can use as the golden thread to tie your storytelling together and inspire your audience to get involved.
2. Organisational marketing aims: be clear what you need to achieve since everything you do flows from this statement of intent.
3. The campaign and messaging: make sure your messaging is relevant, shareable and meaningful.
4. Channel of promotion: go where your audience is.
5. Multi-audience programming: tailor your message to distinct needs.
6. Technology: since each platform has developed a series of differing mechanics that need to be considered, it’s important to create the right content for the platform.
7. Creative visual: this must be aspirational – many food, travel and sports brands do this well
8. Video: short form works the best for social media sharing.
9. Music / Overlay text: Give this due consideration. Music is important when the sounds is up while overlay text is important when users are on a train or at work and have their sound muted.
10. Narrative: your audience already has a certain expectation and context, so get to the point.
11. CTA: your Call to Action must make it easy to buy, and fast.
12. Globalisation: remember that the tone of voice in the USA and in the Asia Pacific region needs to be really well thought out.”

What should you do if your approach has become a drain on resources?

“Try focus on one channel or vertical market to minimise the pain.”

What are the essential elements of an effective content plan?

“The creative assets, messages, audience profile, time of posting, hashtags, CTA’s, community management (sometimes ‘live chat’ on an important brand in case of any complaints) and finally, reporting.”

Is it possible to lay out a content plan, when everything changes so quickly?

“You can set out a content schedule for planned campaigns and themes but not for daily responses, no. At UNIDAYS we can post 37 times a day on our Facebook channel alone.”

Has social media overtaken traditional channels for news?

“Yes, for sure social media is now more influential than mainstream news sources! Apart from the Daily Mail online website. Online publishers hold the key-cards to breaking news and content.”

Who are the typical players in executing a content strategy for a business?

“Most often it’s the Chief Marketing Officer (CMO), Creatives, Technologists, Data science specialists, and the Analysts.”

Which are the most useful tech tools to run and control your activity?

“For me, its tools that allow you to collaborate easily, and control and monitor projects so that nothing is left to chance. I wouldn’t be without these three tech tools:

• Basecamp
• Slack
• Pulsar“

What things should you measure to make it work for your brand?

“Views are no longer the most important measure. Instead track these engagement metrics:

• Comments
• Shares
• Tag a friend
• Competitions
• Sign-ups
• CTA and click-through”

Which platforms carry the most potential for 2018?

“For anyone working with content and social media, you won’t be surprised by the two platforms I believe have huge potential:

• Instagram
• WhatsApp (Advertising)”

What’s your own New Year’s resolution for 2018?

“I hope to relocate from London to New York this year.”