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https://www.kaizen.co.uk@kaizen_agency
The Future of Content
Bobbi Brant
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Agenda
✧ Content Marketing Vs
Advertising
✧ ...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
What is Content?
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising Vs Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising Vs Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Challenges for Content Producers
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
So What is the Future of Content?
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Mediums Value
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Mediums
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live
Video
Virtual
Reality
Augmented
Reality...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
The Future is Out There
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live Video
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live Video
http://bit.ly/kaizen-live-video
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Benefit’s Tipsy Tricks
14,000 -
...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use Live Video
Behind the
Scenes
Excl...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
360° Virtual & Augmented Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Virtual Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Augmented Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
360°
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Thomas Cook
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Thomas Cook
190% Uplift
in New Y...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: IKEA Place
Contribute to
£4.4 bi...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use AR/VR/360°
Selling an
Experience
...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Native Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Native Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: OITNB
Up to 2.6
Million Page
vie...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use Native Advertising
Topic of
Autho...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Keys to the Future
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Who’s Your Content For?
Internal
Stakeholder...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Which Medium to Use
Live Video VR/AR 360 Nat...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
The Future is The Past Improved
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Far Future
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Content as a Product
http://bit.ly/content-a...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
AI Generated Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
❝The only sounds coming from Ha...
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
❝The tall Death Eater was weari...
https://www.kaizen.co.uk@kaizen_agency
Thank You
@bobbibrant
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Kaizen Event - The Future of Content Marketing

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The future of content marketing is upon us! This talk was delivered at Kaizen's Future of Content Marketing event based upon a larger whitepaper Kaizen created looking into the future of content.

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Kaizen Event - The Future of Content Marketing

  1. 1. https://www.kaizen.co.uk@kaizen_agency The Future of Content Bobbi Brant
  2. 2. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Agenda ✧ Content Marketing Vs Advertising ✧ Future Mediums ✧ How to use Content ✧ Far-Future
  3. 3. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency What is Content?
  4. 4. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Advertising
  5. 5. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Branded Content
  6. 6. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Advertising Vs Branded Content
  7. 7. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Advertising Vs Branded Content
  8. 8. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Challenges for Content Producers
  9. 9. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency So What is the Future of Content?
  10. 10. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
  11. 11. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Mediums Value
  12. 12. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Mediums
  13. 13. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Live Video Virtual Reality Augmented Reality 360° Native Advertising
  14. 14. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency The Future is Out There
  15. 15. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Live Video
  16. 16. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Live Video http://bit.ly/kaizen-live-video
  17. 17. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Case Study: Benefit’s Tipsy Tricks 14,000 - 60,000 Views Filmed on an iPad
  18. 18. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency How to use Live Video Behind the Scenes Exclusive Content Use Q&A as Free Consumer Feedback Lead up on Social Media
  19. 19. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency 360° Virtual & Augmented Reality
  20. 20. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Virtual Reality
  21. 21. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Augmented Reality
  22. 22. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency 360°
  23. 23. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Case Study: Thomas Cook
  24. 24. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Case Study: Thomas Cook 190% Uplift in New York Excursions
  25. 25. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Case Study: IKEA Place Contribute to £4.4 billion sales in 2020
  26. 26. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency How to use AR/VR/360° Selling an Experience Distribute Hardware
  27. 27. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Native Advertising
  28. 28. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Native Advertising
  29. 29. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Case Study: OITNB Up to 2.6 Million Page views Generated
  30. 30. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency How to use Native Advertising Topic of Authority Not Selling Product Personality
  31. 31. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Keys to the Future
  32. 32. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Who’s Your Content For? Internal Stakeholders Journalists News Audience Social Media Audience Customers
  33. 33. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Which Medium to Use Live Video VR/AR 360 Native Ads +Low Budget +Instant engagement +High engagement +Direct impact on conversions +Product-focused +Combines with other mediums +Humanising +Reach wider audience -Require large social following -High investment -Alienate those without hardware -Tempting gimmick -Becoming well used -Not for quick wins
  34. 34. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency The Future is The Past Improved
  35. 35. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Far Future
  36. 36. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Content as a Product http://bit.ly/content-as-a-product
  37. 37. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency AI Generated Content
  38. 38. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Not Too Fast
  39. 39. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Not Too Fast ❝The only sounds coming from Hagrid’s hut were the disdainful shrieks of his own furniture.❞
  40. 40. https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency Not Too Fast ❝The tall Death Eater was wearing a shirt that said ‘Hermione Has Forgotten How to Dance,’ so Hermione dipped his face in mud.❞
  41. 41. https://www.kaizen.co.uk@kaizen_agency Thank You @bobbibrant

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