Richard Brett and Bridget Jung presented 'The Future of Content – Trends Shaping the Future of Brand Storytelling' at Mumbrella CommsCon 2021

2. A SERIES OF EIGHT TRENDS SHAPING BRAND STORYTELLING

4. ➔ B2ME
➔ THE RISE OF LONG-FORM
➔ SEARCH AS THE ORIGIN
➔ NOSTALGIA BIAS
➔ LO-FI
➔ WEIRDLY SATISFYING
➔ DIGITAL HUMANITY
➔ PASS IT ON

5. THE RISE OF
LONG FORM

7. Written content
is getting longer LENGTH OF TYPICAL BLOG POST
2014 2015 2016 2017 2018 2019
0
250
500
750
1000
1250
808
887
1054
1142 1151
1236

8. Longer Content is More Effective
Word Count vs Average Organic Traffic Word Count vs Average Linking Domains Word Count vs Average Social Shares

10. THE FUTURE OF CONTENT | THE RISE OF LONG FORM

11. Buzzfeed

12. abc news

15. Gongbang

16. peachprc

17. THE RISE OF LONG FORM
➔ Pick a small number of topics and go deep
➔ Focus on your high-value, niche audiences
➔ Add multimedia elements to your stories

18. SEARCH AS
THE ORIGIN

22. NeedscopeTM for search
Source: Kantar
SURPRISE ME
Search is fun and entertaining. It is
extensive, with many iterations.
THRILL ME
Search is a quick adventure to find new
things. It is brief, with just a few words
and minimal back-button use.
IMPRESS ME
Search is about influencing and
winning. It is laser-focused, using
specific phrases.
EDUCATE ME
Search is about competence and
control. It makes thorough use of
ratings, reviews and comparisons.
REASSURE ME
Search is about simplicity, comfort and
trust. It is uncomplicated and more likely
to include questions.
HELP ME
Search is about connecting and
practicality. It is to the point, and more
likely to mention family or location.

27. SEARCH AS ORIGIN
➔ Search first, not optimised for search
➔ Create different edits based on search
➔ Create answers to frequent questions

28. PASS IT ON

29. !29

30. Nathan Evans
70 million videos
with“#wellerman

32. @e_jaccs
Emily Jacobsen

39. PASS IT ON
➔ Look for ways to inject joy into your social content
➔ Throw the keys to your audience and let them drive
➔ Resist the temptation to be the star of the story

40. WEIRDLY
SATISFYING

42. Lucas Zanotto

43. Lucas Zanotto

44. 44

45. “...when something works or fits just right in a
way it rarely does in our usually, clumsy real life.
It’s a comforting escapism, something
that’s familiar but more ordered, more
cinematic than reality.”
Evan Malone, a professor of art and film philosophy at the University of Houston

46. EMOTION

47. 92

48. 92

51. 51
96
Quantum Memories
Refik Anodol

52. 52

55. WEIRDLY SATISFYING
➔ Employ senses to create physical feelings
➔ Use repetitive shots of people doing the same thing
➔ Think about what you make as therapy not content

56. CONCLUSION

57. ➔ B2ME
➔ THE RISE OF LONG-FORM
➔ SEARCH AS THE ORIGIN
➔ NOSTALGIA BIAS
➔ LO-FI
➔ WEIRDLY SATISFYING
➔ DIGITAL HUMANITY
➔ PASS IT ON
Be

59. THANK YOU