Angela Courtin at DIS: Rethinking Content
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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 ...

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

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    Angela Courtin at DIS: Rethinking Content Angela Courtin at DIS: Rethinking Content Presentation Transcript

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