Transcript of "Building a vibrant content organization in 2014"
Building a Vibrant
JANUARY 05, 2014
Consumer consumption patterns
that are changing content marketing
Consumers are far ahead in the content game …
From Content Consumption
to Content Creators
CONTENT is aggregating around consumers
Source: Witnessing papal history changes with
digital age – PhotoBlog on NBCnews.com
Brand‟s are still stuck at campaigns
when consumers are demanding conversations ..
LONG LEAD CAMPAIGNS – TVC’s etc.
MID TERM CONTENT : WEB, BLOGS, EDITORIAL, RETAIL
DAILY CONVERSATIONS : ALWAYS ON CONTENT :
PHOTOS, IMAGES, INFOGRAPHICS, STATUS UPDATE’S
Consumers have come to expect a consistent multi
screen experience from the same branded content
‘ Marketers will only succeed in the multi-screen world if they create
content that enables personal engagement across TVs, PCS, consoles,
tablets and mobile devices. ’
Source: Cross Screen Engagement - A Microsoft Advertising Report
Source : http://advertising.microsoft.com/uk/cl/1932/cross-screen-research-report?
The Era of A.D.D ….
And it‟s getting increasingly difficult to get the consumers attention
Average attention span in
2013 was at 8 seconds,
which is worse than a
Gold Fish ……
Source : StatisticBrain.com
Source : http://www.statisticbrain.com/attention-span-statistics/
The Age of Collaborative Curated Consumption
Collaborative curation is becoming as powerful content creation
Examples: Zite, Flipboard and LinkedIn Pulse
Short Video Formats are In ….
There is an expectation of Real Time content
How co-creation is taking crowd sourcing to a whole
10 Brand marketing Trends that will Dominate beyond 2013
Why branded content fails or succeeds
#1. Stories that travel
are usually the ones
that are not about
you. Make it about
Can you please stop talking about yourself?
It‟s magical when the story is much bigger than
your brand …..
#2. Consumers want
to be a part of the
action. They no longer
want to be passive
participants. Seek their
help in shaping your
7-Eleven Slurpee Bring Your Own Cup Day
For one day only customers could bring in their favorite cup and fill it up with
your favorite Slurpee for only $2.90!
Everything was allowed to be classified as a cup – from cowboy hats to yard glasses.
• Half a million litres of Slurpee
• 350 stores slurped dry
• Over 100,000 ‘cups’ filled
• 350 stores slurped dry
• More than a thousand stories
created of consumers being
creative about their favorite
#3. Great content
fear of failing and
get out of their
What would you try with your content marketing if you gave yourself permission to fail?
Set aside at least 10% of your time to experiment.
„The Pizza Turnaround‟ Documentary
Even though Domino's new pizza
scored better in taste tests from the
previous pizza’s they ever made, they
needed to do some authentic selling.
Speed and efficiency had taken the toll
on the brand's reputation of taste. They
couldn’t launch a great new product
with a battered brand image.
Was to come out clean and admit they
made a bad pizza in the past. They
needed to prove that they had listened
to their customers and made the
necessary changes. The resulting
campaign yielded the largest quarterly
same store sales increase in fast food
#4. Great Content
don’t think in Silos.
One team needs to
own content Strategy.
Organizations need to evolve the way we think
about content creation
across the social
#5. Creating great
content is just half
the battle won.
takes care of the
Lets now put the content in the
magical Viral Machine.
Content Distribution - Integrating Paid, Earned &
PR as a Part of Earned
More Reading: http://blog.hootsuite.com/converged-media-brito-part-1/
#6 Avoid Vanity
Metrics, pick the
ones that really
Simple but meaningful measurements
How many people did you Reach
How many people Interacted and consumed your content
What Action did people take after exposure to it
What was the Economic value derived out of it,
and how does it compare to other mediums or activities
Story Telling and
Real Time Content
- Starting Point for Content Being ‘Consumers’ and studying motivations of Sharing/ Engagement
- One Definition of Brand on a page which includes – Brand Mission, Purpose, Brand Personality and
Content Goals. Pillars to added to Brand framework for Social, Web, Retail, mobile etc.
- Add layer of Predictive Analysis which is the science behind content creation for large Content
- Using Communities both owned and passion based to create crowd sourced content that inspires
more audiences to become active advocates of the brand.
- One of the pillars of market Sensing needs to be used to inform content decisions around trending
topics, brand buzz and ascertaining the pulse of the brand advocates.
- A modular and flexible approach to content creation that allows content creators to move at speed
with little or no organizational resistance.
- Central organization that orchestrates the Brand and Content Strategy and drives Synergy across the
organization via training and a strong roster of content.
- Facilitate creation of central content management system that helps content creators to distribute
their content across themes, platforms, content goals.
- The central content management system needs to built with tags so that its easy to surface usage
data like – frequently used content, most distributed content, most engaging content, analysis by
content types and themes.
Content Distribution - As a rule, no content should be created unless there is an accompanying content distribution
- Rule of thumb for marketing content should be – not more than 40% of total cost to be spent on
production, the rest of budget needs to be used for content placement and distribution.
- Influencer Advocate program to be created to address earned element of content distribution.
- Being very prescriptive about what success means for content, with a well defined analytic measures
across platforms and content types.
- All content distribution metrics should start with a reach goal then moving to consumption/
interaction of content and ending with an economic value derived from sending traffic to POS.
“Great Stories Happen to those who can tell them” ~ Ira
Thank You !!