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Content trends: Get ready for Smarter Content - Geoffrey Igharo, Creuna

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Title: Get ready for smarter content
Publication date June 21, 2018

Description: Brands need to get ready for a world of smarter content. We are on the verge of a major shift in how content is consumed. This has implications for the type of content strategy that brands should develop, how they should allocate their content investments, and how they will actually produce content. Equally important, these changes to how content is consumed make ethical considerations in customer relationships even more important than before - it can no longer be an afterthought.

Published in: Marketing
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Content trends: Get ready for Smarter Content - Geoffrey Igharo, Creuna

  1. 1. Creuna Content Workshop Emerging trends: smarter content Geoffrey Igharo, Senior Writer & Consultant, Creuna 14th June, 2018
  2. 2. Smarter content
  3. 3. more embedded For customers… For brands… Marketing communications
  4. 4. Smarter content: more embedded Trends Voice takes over Video growing Image growing Social commerce Automated content production Implications Brands must adapt Ethics become central
  5. 5. more filtered more personalised fewer touchpoints Conversation
  6. 6. Google I/O 2018
  7. 7. Voice takes over
  8. 8. Huge growth in voice as mode of accessing content Source: Small Business Trends, 2018 50%of searches are expected to be made by voice by 2020
  9. 9. By 2020, 30% of web browsing sessions will be done without a screen Source: Gartner
  10. 10. Why growth? The technology is now at tipping point – more than good enough “As speech recognition goes from 95% to 99% all of us will go from barely using it to using it all the time.” – Andrew Ng (American computer scientist) Source: Kleiner Perkins Internet Trends, 2018
  11. 11. Paradigm shifts 1984 Clicking Keyboard to mouse 2007 Touching Mouse to touch NOW: Saying Touch to conversation
  12. 12. - small number of gatekeepers - more personalised - eliminates customer touchpoints - elimates con But... the devices are less important than the services:
  13. 13. Video growing
  14. 14. Growth of video content Source: Cisco White Paper, 2016
  15. 15. Video usage is driving growth in mobile internet use Source: Mary Perkins, Kleiner Perkins Internet Trends, 2018 Source: Netpresenta SEO trends 2018
  16. 16. Video accounts for over 50% of US digital advertising budgets – and still growing Source: Interactive Advertising Bureau (IAB), 2018
  17. 17. Youtube the most dominant social media in the US especially among young users Source: Pew Research, 2018
  18. 18. Video sets the bar higher for content development Better suited to: storytelling building emotions Shaping collective real-time experiences… …but more difficult to execute well.
  19. 19. Image growing
  20. 20. Humans are primarily visual of information transmitted to the brain is visual90% 60,000x The brain processes visuals faster than text
  21. 21. Growth in image use Image based content Content consumption
  22. 22. Visual social media are the ones still growing Source: Edison Research Infinite Dial 2018
  23. 23. Growth in visual search Pinterest Lens Launched early 2017 Pinterest stats: Feb. 2018 600 million visual searches per month on: - Pinterest Lens - Browser extension - Search tool inside Pins 140% annual growth rate Retailers catching on e.g. Zalando ASOS Google Lens Launched mid 2017
  24. 24. Social commerce
  25. 25. Social media content is driving people to products Source: Kleiner Perkins Internet Trends, 2018
  26. 26. Social content also now supporting immediacy – see it, like it, buy it Instagram in-app paymentsSnapchat shoppable snap ads
  27. 27. Only 17%Say sales support is a key role for content
  28. 28. Automated content production
  29. 29. Content will be increasingly produced without human interaction Journalism is leading the way, with brands following quickly. Gartner estimates 20% of business content will be machine- generated in 2018. Automated content production
  30. 30. Identifying insights, story ideas and from pools of data Writing content, either as snippets or entire stories Generating conversations with humans (“chatbots”) Automated content production – several levels
  31. 31. AI-powered tools to generate conversational responses to human information or service requests Gartner forecasts that by 2020, 85% of customer interactions will be handled without a human. Generating conversations with humans (“chatbots”)
  32. 32. Chatbots will grow because they are efficient and customer friendly Efficiency Streamlines service processes Automates repetitive tasks Customer-friendliness No wait time Finds information faster Personalises communications
  33. 33. Conversational authoring – content created on demand Create and edit new documents from scratch, by user describing the content they want, instead of them navigating the UI to reach pre-created content - Cheryl Platz UX London Future of voice presentation
  34. 34. So, what do brands need to do?
  35. 35. Expect loss of touchpoints – and therefore advertising opportunities
  36. 36. Don’t overinvest in screen
  37. 37. Think how content can lead directly to action
  38. 38. Find the micro moments where you can help I want to know ! I want to go " I want to do # I want to buy $
  39. 39. Develop your brand persona GoogleAssistant Google Assistant: Hipsterish Quirky Your smarter sibling Tongue in cheek
  40. 40. Consider ethics more than ever before Privacy & relationship boundaries? Transparency? Manipulation? Lack of barriers/buffers to action? Enhancing humanity or reducing it? Dependency on artificial personas?
  41. 41. It’s not a problem, until suddenly….
  42. 42. Takeways…
  43. 43. Content: from step by step, to here and now Meeting need for immediacy Integration of technology and editorial Integration of technology and content Tensions between intimacy and artificiality
  44. 44. New opportunities, new challenges… …but the same old theme Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance. – The Content Strategy Alliance
  45. 45. Presenter Geoffrey Igharo Senior Writer & Consultant, Creuna geoffrey.igharo@creuna.no Thanks! Content contributors Fredrik Marcus Geoffrey Igharo Henrik Bakke Johanna Roppen Niklas Olsen Thor Fjeldberg Visual Design Janecke Løyning

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