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HOW TO CREATE CONTENT THAT
WILL GENERATE MENTIONS & PR
SLIDES BY NICOLAI ELMQVIST
ABOUT ME
▸ Nerd in a shirt
▸ Worked with digital innovation and
social media for the past 10 years
▸ Former Co-Founder & CEO @ creative
digital agency Konstellation
▸ Created 3 tech startups and 1 agency.
▸ Looking for my next big adventure in
NYC right now…
AGENDA:
LET’S TALK ABOUT
GREAT CONTENT
ADVERTISING
2015
THE AD MARKET IS
CHANGING RAPIDLY
Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy
Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy
SO WHAT IS ADVERTISING
REALLY TODAY?
http://adage.com/article/special-report-ana-annual-meeting-2015/agencies-fire-ana-convention/300942/
ADVERTISING IS NOW
ABOUT QUALITY! CONTENT
THAT MAKES SENSE AND
CREATES VALUE TO PEOPLE.
WHAT IS
CONTENT?
CONTENT IS MANY THINGS
Articles Videos Pictures
Digital
servicesWebsite Apps
Publications
EventseDM
Data
SoMe
PRAds
Games
3 MAJOR
CATEGORIES
DAYLY CONTENT
EXCLUSIVE CONTENT
SPONSORED CONTENT
This is what 

we’re going to 

focus on today
When you stand on top of somebody - let’s see an example
Fast to produce and post
WHAT IS AMAZING, AWESOME
& OUTSTANDING EXCLUSIVE
CONTENT?
3 EXAMPLES!
THE 4 MAGIC
INGREDIENTS
-ADD PLENTY
FUNNY
SURPRISING
EMOTIONAL
INNOVATIVE
0 100
0 100
0 100
0 100
THE GOOD NEWS:
YOU ONLY NEED TO
USE ONE OF THEM TO
MAKE IT WORK
AND IT’S ONLY A MATTER
HOW THE SOUP TASTE -
NOT HOW IT LOOKS
HOW DO I CREATE
GREAT CONTENT?
KNOW YOUR AUDIENCE & 

TAP INTO THEIR WORLD
Competitors
Core ideaPosition Market
Brand
Consumer
insights
Media
insights
Technology
insights
CREATE A PLATFORM
REMEMBER: ONLY USE
ONE SIMPLE MESSAGE
CONNECTED TO THE
BRAND
Ok - Let’s boost it…
Do we really feel that people will…
Can we launch it on our
own channels …
Paid media
Earned media
Owned media
Seeding
TV
Print
Outdoor
Banners
Events
Share
Like
Comment
Write about (PR)
Social
.com
POS
etc.
IS IT A GREAT IDEA?
DOES IT WORK CROSS CHANNEL?
Activations
Social
Media
Ambassa
dors
Media
co-labs
PR
Partner
ships
Events
Brand
Content
Positioning
Tailor-made
editorial output
Producing
Foundation
Publishing
Editorial themes
Desired
positioning
Actual
positioning
Earned
media
PremisTarget and KPI’s
CHALLENGE THE
STATUS QUO
BE BRAVE AND MAD
a bit
v
Nicolai elmqvist-how-to-create-content-that-generates-mentions-and-pr copy
WILL IT BE A
VIRAL SUCCESS?
MAYBE!
HARD WORK, √
GREAT INSIGHT, √
GREAT EXECUTION, √
DISTRIBUTION (VERY IMPORTANT)
GREAT PR EXECUTION
IT’SNOTENOUGHREMEMBER
HOW DO I
MEASURE
CONTENT?
SELECT
KPIS CONNEC-
TED TO YOUR
STRATEGY AND
BUSINESS
OBJECTIVES
‣ Mentions
‣ Comments
‣ Shares
‣ Likes
‣ Perception
‣ Brand Love
‣ Subscribers
‣ Reach
‣ Views
‣ Plays
‣ Leads
‣ Direct sales
‣ Consideration
Utilization Engagement
Brand centricSales
MEASURING CONTENT
CAN BE A REAL BITCH!‣Up to 25% of all views are made from bots
‣Different measuring methods on different platforms
‣Users move cross device and cross platform
GET THE RIGHT TOOLS TO
MEASURE AND MONITOR
THE PERFORMANCE
BOOST CONTENT THAT
WORKS AND CREATE NEW IF
YOU SEE AN OPPORTUNITY
Always listen to what’s going on out there
REMEMBER WHAT YOU
HAVE LEARNED!!!
THANKS TO:
www.meltwater.com
CONTACT
▸ Nicolai Elmqvist
▸ Phone +4529444108
▸ Mail: nicolai@elmqvist.dk
▸ Linkedin: https://www.linkedin.com/in/elmqvist
▸ Twitter: @nicolaielmqvist

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