Day two starts with Julie Fleischer…
“We’re too busy to be bored!”
With so many places to spend time online and so many brands to choose from, boring content is not engaging anyone. Kraft recognised this and generated a loyal audience by creating useful, interesting content – recipes to feed families coined as ‘delicious food solutions’. Their content mission statement is to:
‘Create delicious meal solutions that inspire amazing food stories which spread to drive sales and create value for Kraft Foods.’
Tracy Fitzgerald: Kraft have shown that being adaptable to platforms is essential. They constantly test, perfect and audit what they are producing and align their content distribution to various different platforms. Pinterest cracked the top 10 in referrals for Kraft in 2011 and by 2012 delivered 190 million impressions, moving into the top five. This new channel came from nowhere and the growth was astronomical. Kraft adapted to this and saw a huge spike in organic traffic by doing so.
Kye Mackey: Julie described content as the stuff that’s useful, the stuff you choose to spend your time with – ‘that’s my magazine’, or ‘that’s my TV channel that I like to spend my evenings with’. She places ownership on these channels; it shows that people connect with the content on an extremely personal level. That’s what Kraft’s content strategy is so effective – their recipes and tips have become a part of women’s personal lives and helps them feed their family.
Tracy Fitzgerald: Julie speaks about the fact YouTube are now letting people choose which ads they want to see. What does this tell us? The digital industry knows how boring there are! Adverts are boring the audience so much that people now have ‘banner blindness’ and simply do not see disruptive advertising, which only creates a greater need for branded content that is needed and wanted.
Kye Mackey: Kraft has several channels for their content, including a magazine that people actually pay to subscribe to (printing a free magazine became too costly). To me, this is the ultimate sign of successful, effective content – it’s so good, people will happily pay for it.