The creative content calendar as alignment tool for marketing organizations.
Three key trends for brands
There are three underlying trends that keep popping up when it comes to the rapid changes in society. The first one is the increasing transparency in products, services, companies and systems. The second trend is what we call 'the instant society'. People want things real time: now and at their own terms. The last trend refers to the increasing fragmentation of media, target audiences, products and services.
A consistent and flexible story
For brands it means that the difference between the inside of a company and the outside is eroding. Brands need a consistent and flexible story that travels throughout all channels and departments. Making sure relevance is instantly met in media, message and target audience. And to get all this on the right track the brand needs to manage the content on a real time basis and optimize constantly. This way of working results in less waste, better impact and more insights.
A proven approach to continious campaigning
At LST we have developed a proven approach to continuous campaigning and brand building. The centre point of the approach is a combination of a web based tool; 'the creative content calendar' and the editorial sessions process.
The creative content calendar
The CCC is a web based tool that helps brands to get a full overview of all content and campaigns that will run in the different channels. It allows all relevant stakeholders to work in the calendar simultaneously. You are able to view the total communication activities of the brand by year, month, day and channel. It works very simple, you just drag and drop the different campaigns at the right date. If there is a new campaign coming up, you just open a new activity. Please have a look at our demo?
Editorial sessions are monthly sessions to align all brand activities. In these sessions we look back at the results of the content and campaigns of the prior period and we look ahead which content we want to publish in which channels in the period to come. At the table are all relevant stakeholders of the brand. Most of the times all channel owners: website, social, paid campaigning, PR, SEO/ SEA and corporate are there. But also key departments like marketing, sales and proposition development. This session is a very important session to align objectives, activities, theme's and general focus within the organization.
Ready to start?
Want to take a step towards smart continuous campaigning and monitoring please feel free to check our demo and contact us directly with any questions. We are happy to assist you. Just send a mail to email@example.com
Easy 10 steps to succeed on the New B2P Frontier.
It’s been one of the most consistent conversation pieces over the past year: tuned-in MDs commenting on the somewhat confused state of B2B communication. It’s changing, everyone feels it, but how? And why such a Grand Canyon sized gap between enticing ‘pull’ B2C campaigns and the somewhat dull hard-sell ‘push’ tactics oft-used for B2B? Good news, a middle ground has emerged in the boardrooms, namely B2P – Business to People.
In this white paper we walk the Business to People route, highlighting some recent cases for Schiphol, K-Swiss, Océ, Amsterdam RAI and VisitSweden. Because seriously, who decided that B2B campaigns had to be so boring, anyway?
At Walking Drink festival 2011 in Ouderkerk aan de Amstel Lemon launched its new book, ‘The Invention of Brand Poetry’. The book offers a glimpse at 16 brand stories written for a handful of key clients in the last year, including Heinz, Schiphol, K-Swiss, Brinta, Liga, etc. The book positively illustrates how large blue-chip brands are actively seeking out their ‘Why’ and integrating that Why into all their communication activities. For the record, this is a very good thing. Brand poetry is Lemon’s interpretation of that Why, packaged in an inspiring single page of copy.
In addition to offering a glimpse at our inspirational way of working, ‘The Invention of Brand Poetry’ is also a ‘living book’. We’ve long been poetry buffs here at our Amsterdam HQ – with more than a slight preference for Yeats – and it pains us to see the sales of these poetry bundles dive. ‘The Invention of Brand Poetry’ offers a potential solution by integrating QR codes that activate unique digital content through the book. In other words, we turn those dust-covered poetry tomes in the bookshelves into living items, with publishers able to continually add new content to the book (i.e. live readings, breaking news) real-time.
‘The Invention of Brand Poetry’, published by Lemon Scented Tea. For more information contact firstname.lastname@example.org