Angela Courtin at DIS: Rethinking Content

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As branded content gains steam, marketers must shift from an ad hoc approach where content is an afterthought to content production with a systematic, integrated and data-driven approach. What should marketers do to ramp up their branded content capabilities?
Presenter: Angela Courtin, chief content officer, Aegis Media Americas and president, The Story Lab @AngelaCourtin

Published in: Technology, News & Politics
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Angela Courtin at DIS: Rethinking Content

  1. 1. may the force(s) be withyou
  2. 2. CONVERGENCE
  3. 3. FRAGMENTATION
  4. 4. ,,TRANSPARENTINTERCONNECTEDINTERDEPENDENT
  5. 5. CONTENT
  6. 6. All media starts withgreat content. A greatmedia strategy cannever compensate foraverage content.
  7. 7. so what is great contentVISIBILITYCONTEXTSHARE-ABILITY
  8. 8. The role of contentis evolving. Theopportunity to be anexpert, facilitator and“friend.”
  9. 9. Consumption isChangingTraditional:30 Sec Advertising/DisplayProduct PlacementIntegrationAdaptive Branded ContentREACHDISRUPTIONENGAGEMENT
  10. 10. Brands must become better than ever at telling andsharing a story and most importantly listening…The impact onbrands
  11. 11. CULTURE
  12. 12. Brands need to stopcompeting in thecategory and startwinning in theculture.
  13. 13. CONTEXT
  14. 14. In the future all mediaplanners will becontent planners.Content is thecurrency of the
  15. 15. THAT WAS
  16. 16. THIS IS
  17. 17. two things gohand in handDISTRIBUTIONOFCONTENTCREATIONOFCONTENT
  18. 18. FUTURE
  19. 19. All brands have to becontent programmers
  20. 20. 5stepprocess41AUDIT2CONTENT3CONTEXT5OPTIMIZEANALYSIS
  21. 21. BOUGHTOWNEDEARNED1AUDITBought Owned Earned
  22. 22. BRANDEDIdeate/Fund/Produce/CreCONSUMERCurate/Enable/Appropriate/CelebratePROFESSIONALAssociate/Sponsor/Integrate/Promote2CONTENT
  23. 23. 3CONTEXT
  24. 24. thank you

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