Content is Trending

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A curated bunch of content from the most inspiring 2 days of my life in 2013. www.content2013.co.za was a revelatory experience and I sat the feet of many a master and learned.

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Content is Trending

  1. 1. #ContentIsTrending THE HAPPY MEDIA CONTENT AGENCY Seismic Shifts & Lessons in Storytelling Retailers developed products. Advertising agencies made ads. Publishers and broadcasters owned media channels, And consumers sat at the end of the process, devouring said products without having much say in the matter. Once upon a time, life was simple... But along came “digital” and in true plot-thickening fashion, the world changed forever. And not everyone lived happily ever after. The digital era brought forward new roles and new characters: retailers as media owners; publishers as retailers; brands as content creators; agencies as content marketers. Prepared by Happy Media
  2. 2. #ContentIsTrending Around the world the word ‘content’ is no longer a whispered afterthought in corporate back rooms. CEO’s and CMO’s are now joined by Chief Content Officers (CCO’s) and In-House Content Departments are springing up in brands and publishers alike. Specialists known as Content Strategists or Practitioners are coming to the fore. Their ability to leverage value out of “Content Marketing” and “Earned Media over Paid Media” making them a highly valued resource in the new media marketplace. Seismic Shifts & Lessons in Storytelling Prepared by Happy Media
  3. 3. What Exactly Is That Stuff I Just Mentioned? Content Marketing will be a 1 billion Pound industry this year in the UK. It relies on: a deep strategic focus on a brand’s story across all channels. true “time-baked” Strategy. Lasting quality takes time and planning. a collective mindset. It hates silos. Collaboration creates Big Shifts. Silos create Small Battles. “CONTENT STRATEGY plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson “CONTENT MARKETING is brands using content to link and engage with their audiences.” - some other person Seismic Shift #1 Prepared by Happy Media
  4. 4. Trends In The Market Place According to PWC, over the next 3 years in South Africa, Radio advertising will grow between 4 and 6 %. Digital will grow at around 30%. Digital is creating industry resilience. Revenues are rebounding up but in completely new sectors. Brands want to increasingly own the direct dialogue with consumers. Digital has enabled this. There is a a shift towards Earned Media over Paid Media. HANG ON THERESPARKY!WTF IS EARNED MEDIAVS PAID MEDIAS’POSEDTO MEAN ANYWAY?! Prepared by Happy Media
  5. 5. this is a good time to introduce what might be the most important lesson in storytelling Prepared by Happy Media
  6. 6. Lessons in Storytelling #1 This Is Earned Media... WATCH ITCLICK HERE Prepared by Happy Media
  7. 7. Lessons in Storytelling #1 And This is Paid Media... for the same product WATCH IT CLICK HERE Prepared by Happy Media
  8. 8. Trends In The Market Place Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.) Seismic Shift #2 Prepared by Happy Media
  9. 9. Trends In The Market Place Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.) The average consumer will spend 30 seconds watching or listening to a TV or radio commercial but may spend up to 30 minutes engaging a content marketing title. In doing this brands are beginning to snap up industry professionals who could only previously be employed by established traditional platforms. Brands are also perfecting the art of create once, publish everywhere in order to amplify their messages. Seismic Shift #2 Prepared by Happy Media
  10. 10. brands are becoming publishers & publishers are becoming brands Prepared by Happy Media
  11. 11. What did people in the UK think about their brands as publishers of content? Some research from the CMA Prepared by Happy Media
  12. 12. ONLY 8% PERCENT OF PEOPLE ASKED DIDN’T WANT CONTENT FROM THEIR BRANDS. IT’S ALL ABOUT KNOWLEDGE. 8% Prepared by Happy Media
  13. 13. 72% PERCENT OF CONSUMERS WOULD RATHER BUY FROM A BRAND THEY RECEIVE CONTENT FROM. 72% Prepared by Happy Media
  14. 14. PRINT IS NOT DEAD. 38% OF THOSE ASKED STILL CONSUME BOTH PRINT AND DIGITAL. IS THIS A CLUE FOR RADIO? 38% Prepared by Happy Media
  15. 15. 72% R.O.I? LOYAL CUSTOMERS WHO READ THEIR SUPERMARKET CHAIN MAGAZINE SPEND 10% MORE PER WEEK THAN LOYAL CUSTOMERS WHO DON’T. 10% Prepared by Happy Media
  16. 16. OVER THE NEXT 12 MONTHS 3 IN 4 ADVERTISERS WILL INCREASE OR MAINTAIN THEIR SPECIFIC CONTENT MARKETING BUDGETS. WHERE WILL THOSE BUDGETS COME FROM? 75% Prepared by Happy Media
  17. 17. coca cola have invested A CONSIDERABLE % of all marketing spend on content suggesting that the battlefield is owned when the emotional connection is made. 20% Prepared by Happy Media
  18. 18. Brands are beginning to realise that this type of storytelling... Prepared by Happy Media WATCH IT CLICK HERE
  19. 19. ...and this type of storytelling... Prepared by Happy Media WATCH IT CLICK HERE
  20. 20. ...might be working a little better than this type of...erm...what is this again? Oh yes, “Welcome back to Generic-Ville.” WATCH IT CLICK HERE Prepared by Happy Media
  21. 21. which brings us to that which is (really) possibly the most important lesson in brand storytelling and content marketing Prepared by Happy Media
  22. 22. This Is The Winchester Mystery House. Lessons in Storytelling #2 Prepared by Happy Media After being told by a medium that spirits were after her, Mrs Winchester was advised to build a house of endless rooms - an extravagant maze of Victorian craftsmanship in which the spirits would never find her. This sprawling mass is famous for staircases that go into ceilings, a room with no doors or windows and even a door that goes nowhere.
  23. 23. Lessons in Storytelling #2 Prepared by Happy Media #Sprawling
  24. 24. Are you building a sprawling mess or do you have a strategy? Why are you doing what you are doing? strategy stops you being precious & subjective. it makes you focused & objective Are you collaborating or working in silos? the power of the collective: big shifts versus little battles The Corner Stone Of Content Marketing is Content Strategy. Lesson in Storytelling #2 Prepared by Happy Media
  25. 25. HEY SPARKY!WTF IS THIS S’POSED TO DO WITH RADIOANYWAY?! And so with this is mind we... Prepared by Happy Media
  26. 26. HEY SPARKY!WTF IS THIS S’POSED TO DO WITH RADIOANYWAY?! I’m glad youasked my greenfriend! Prepared by Happy Media And so with this is mind we...
  27. 27. Here’s the thing... “RADIO STATIONS TRADITIONALLY SELL ADVERTISING BECAUSE THEY PRODUCE THE BEST CONTENT WHICH EQUALS AUDIENCES. WHAT HAPPENS WHEN YOUR ADVERTISERS START PRODUCING BETTER CONTENT THAN YOU ON THEIR OWN PLATFORMS?” so it’s about quality content...we get it. now what? Prepared by Happy Media
  28. 28. “be humble. you know nothing. learn fast”- sam wilson ...and here is without doubt the most important lesson in storytelling... Prepared by Happy Media
  29. 29. Lessons in Storytelling #3 Prepared by Happy Media WATCH IT CLICK HERE
  30. 30. Lessons in Storytelling #3 “Nothing is new, everything is borrowed” WATCH IT CLICK HERE Prepared by Happy Media
  31. 31. rule #1 “Nothing is new everything is borrowed” “Originality is an illusion. it’s not where you got it from it’s where you take it to” a quote i took from some guy Prepared by Happy Media
  32. 32. PREVIOUSLY (in the olden days) A STANDARD RADIO SHOW TEAM WOULD LOOK LIKE THIS... PRESENTER CO-PRESENTER TRAFFIC PERSON SPORTS PERSON PRODUCER MAYBE ONE DAY IT WILL LOOK LIKE THIS... PRESENTER CO-PRESENTER TRAFFIC APP SPORTS CONTENT FEED writer GRAPHIC DESIGNER/animator COMMUNITY MANAGER CONTENT PRACTITIONER DEVELOPER VIDEOGRAPHER seo expert/writer Prepared by Happy Media
  33. 33. WHOSE JOB COULD BE TO DO THIS... FLOW AND STOCK IT’S NO GOOD TO JUST PUT CONTENT OUT THERE AND THEN STICK A PODCAST ON YOUR WEBSITE. YOU’VE GOT THE HEAD START BY HAVING THE RADIO PLATFORM BUT WHAT ARE YOU DOING TO MAXIMISE IT AFTER THAT? RADIO & OTHER CONTENT DIGITAL PLATFORMS PR/INFLUENCERSCONTENT Prepared by Happy Media
  34. 34. Prepared by Happy Media When the lights went out on SuperBowl 2013, a clever storyteller at Oreo’s had the creativity to stick this piece of design content onto social media. It’s just a picture and some words but it’s also an agile creative suggestion got the brand topical coverage and maximum virality because the brand thought like a broadcaster and hit a topical-water-cooler-hot-button in realtime.
  35. 35. AND THE REST IS TOTAL CRAP” ALISTAIR KING, OWNER OF KING JAMES A SMALL AMOUNT IS aWESOME “MOST OF EVERYTHING ON EARTH IS AVERAGE, BORING & MUNDANE. Closing Thoughts Prepared by Happy Media
  36. 36. At its core, content strategy isn’t really about content inventories, or messaging, or publishing calendars, or governance policies. It’s a way of thinking that has direct impact on the way we do business. And the way we do business must include a clear focus on how we create, deliver, and govern our content. Because more than ever before in the history of commerce, content has become one of our most valuable [mission critical] business assets.. Kristina Halvorson Prepared by Happy Media
  37. 37. In the end, storytelling is the glue. And beyond the lights and promises of the future there will still be very little that compares to a beautifully written piece of copy delivered by a passionate communicator, and that’s what radio will always have. This is the audio that Dodge used in its recent Superbowl commercial. It’s about The Humble Farmer Prepared by Happy Media listen CLICK HERE
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