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.

1. Creuna Content Workshop
Emerging trends: smarter content
Geoffrey Igharo, Senior Writer & Consultant, Creuna
14th June, 2018

2. Smarter
content

3. more embedded
For customers…
For brands…
Marketing communications

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. more filtered
more personalised
fewer touchpoints
Conversation

6. Google I/O 2018

7. Voice
takes over

10. 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

11. By 2020, 30% of
web browsing
sessions will be
done without
a screen
Source: Gartner

12. 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

13. Paradigm shifts
1984 Clicking
Keyboard to mouse
2007 Touching
Mouse to touch
NOW: Saying
Touch to conversation

14. - small number of gatekeepers
- more personalised
- eliminates customer touchpoints
- elimates con
But... the devices are less important than the services:

15. Video
growing

17. Growth of video content
Source: Cisco White Paper, 2016

18. Video usage is driving growth in mobile internet use
Source: Mary Perkins, Kleiner Perkins Internet Trends, 2018 Source: Netpresenta SEO trends 2018

19. Video accounts for over 50% of US digital advertising budgets
– and still growing
Source: Interactive Advertising Bureau (IAB), 2018

20. Youtube the most dominant social media in the US
especially among young users
Source: Pew Research, 2018

21. 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.

22. Image
growing

24. Humans are primarily visual
of information transmitted to the brain
is visual90%
60,000x
The brain processes visuals faster
than text

25. Growth in image use
Image based content
Content consumption

26. Visual social media are the ones still growing
Source: Edison Research Infinite Dial 2018

27. 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

28. Social
commerce

29. Social media content is driving people to products
Source: Kleiner Perkins Internet Trends, 2018

30. Social content also now supporting immediacy – see it, like it, buy it
Instagram in-app paymentsSnapchat shoppable snap ads

32. Only 17%Say sales support is a key
role for content

33. Automated
content
production

34. 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

35. 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

36. 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”)

37. 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

38. 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

39. So, what do brands
need to do?

42. Expect loss of touchpoints
– and therefore advertising
opportunities

43. Don’t overinvest in screen

44. Think how content can
lead directly to action

45. Find the micro moments where you can help
I want to know !
I want to go "
I want to do #
I want to buy $

46. Develop your brand persona
GoogleAssistant
Google Assistant:
Hipsterish
Quirky
Your smarter sibling
Tongue in cheek

47. 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?

48. It’s not a problem, until suddenly….

49. Takeways…

50. 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

51. 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

52. 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