The secret of how to make contentpervasive, engaging and relevant<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />
Pervasive<br />Engaging<br />Relevant<br />
Content:What’s in it for me?<br />‘Creative expression of strategic purpose and core values’Great content flows through th...
Stories are More Important Than Ever<br />
Publisher mindset – drives value<br />
Transparency – drives Trust<br />
Media Cloverleaf – content sits in the middle<br />HYBRID<br />TRADITIONAL<br />OWNED<br />SOCIAL<br />
Search loves visual content<br />
Findable and sharable – drives traffic<br />
Proactive updating – drives engagement<br />
Editorialising Brands <br />
Tools to help: tweetlevel.com, google insights<br />analyse buzz<br />related phrases<br />which web links are shared most...
Related phrases via tweetlevel.com<br />This chart explains what else people are talking about when talking about NOTW<br />
In summary – tips<br />Content allows you to get your message across<br />Content should be hardwired to core values of br...
The secret of how to make contentpervasive, engaging and relevant<br />Thanks for attending – any questions?<br />jonny.be...
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  • On a more optimistic note, if there&apos;s one constant in a world of change it&apos;s this: as a society we continue to love stories. However, technology is constantly changing the art and science of storytelling.. Stories aren&apos;t going away. What&apos;s more they help us connect and break through the clutter. But we too need to evolve how we tell stories and create the means for them to be retold by others.
  • 2 – what I call the publisehrs mindset is what most non media companies find most difficult to adopt or grasp. Sometimes it can lead to a restructuring or re-organisation of the whole companyThis is about stopping seeing content as purely a marketing channel, and start thinking of it as the value you provide customers…so as with any product you have to understand what they want – and how when and where they want it.A publisher produces the books he thinks will sell, the books his customers want to buy – not just what he wants to sell.Understand what about your brand can be transformed into content in a way that will engage and pull people back in a highly competitive environment requires a new set of skills. That;s why broadcasting, my old industry, doesn’t just have producers, and distribution. It has developers, commissioners, research, planning scheduling, and more. It’s media planning on a grand scale needed within companies. Curation, aggregation, third party linking – provides value to the viewer or user. What issues do you want to OWN? What do you want to be the must go place for? How do you do that? Not by a one way communication, or corporate voice.
  • First: transparencyDoc Searls is speaking elsewhere today I think. Its over ten years since he co-wrote the Clue Train manifesto showing how markets are becoming smarter. His co-author David Weinbereger a year or two ago coined the phrase: “Transparency is the new objectivity”. In the world of News, whreim from, traditinally objectivity was what made the public trust you. News orgs would lay aside bias to produce content that could be trusted. For all sorts of reasons that doesn’t work in the digital age. Today, transparency is what drives trust. Openness about who you are, your motives your interests. So, as Edelman learned some years ago and other agencies have since fallen into the trap, if you are sponsoring bloggers to talk about your brand, it better be clear you are paying them. Or when its discovered your trust and credibility will nosedive. I believe in editorialising brands that much of their content can stand alongside trad media with the same credibility – but it has to be transparentEg Health sector.
  • The most revealing data from the study, which the company provided to us and which may appear on its site soon, is that having a video is one of the best ways of showing up in the top results at Google.The chart below shows up videos are by far the most found results in Google, with image content a distant second:What Wins In Google Universal Search? Videos, Images &amp; Google!Jul 28, 2011 at 2:16pm ET by Barry SchwartzinShare245 Searchmetrics has conducted a data analysis on what type of content appears most often in Google Universal Search results, as well as which sites are most visible in them. Video and image content wins, as does content hosted on Google’s own properties.Universal Search Loves Video, ImagesThe most revealing data from the study, which the company provided to us and which may appear on its site soon, is that having a video is one of the best ways of showing up in the top results at Google.The chart below shows up videos are by far the most found results in Google, with image content a distant second:After video and image content are map results, news, books, shopping, images and then blogs.The key point here, if you want to be seen in Google Universal Search, do video!
  • Finally – back to Transmedia impact. What drives content, your narrative, around the four sections, leaves of the clover?Search and content, particularly visual content. SEO becomes increasingly important – understanding what your public searches for, which may be expressed differently.Embedding – linking feeds conversation.Transparency, Publisher mindset]UpdatingFindable and sharableJust four basic principles to make any company a media company. It gets more complicated – but that’s a start.
  • 3, updatingLast week a client said they had put one video up two months ago and no-one was looking at it. Why would they? If they’ve seen tit once and there is nothing new? Static website – text heavy, seldom updated. Dead. NoticeboardLive website, video, graphics, fully socialised, updated daily or more. Alive. Conversation.Skills needed to deliver content on a regular basis framed in the right way. Internal newsroom?As well as manage conversation, moderate, curate – to nurture.
  • In turning a company into a media company, we are really trying to editorialise the brand.Of course every brand has its own values and character, its own DNAWhat do those values look, feel, sound like as editorial content? As video, graphics, a white paper, a podcast? Not good enough to just put content out there – the work of content farms. It just adds to the clutter and noiseEngaging content, that people will want to spend time with, requires thought and purpose. I call Content the Creative Expression of strategic purpose and core values. It has to have a purpose – and that purpose has to be the heart of the brand. Apple – CreativityNike – CompetitionHarley Davidson – FreedomDisney – MagicThese determine the characteristics – and the value – of the content. Also, one reason why advertising business is chainging so rapidly. Ads used to be what sat between programmes – t he moment to go and make a cup of tea or turn the page. Today, brands are seen to provide editorial value. My kids have a very different relationship with their favourite brands from me. They are willing to surrender some privacy and personal information in exchange for a deeper sometimes tailored realtionshipo with their favourtie brands. Which is companies like Red Bull and Diageo have roles overseeing content development and production. And of course in the digital world, there is far more data available to help determine where ads or where brands can be most effective and how people choose to engage with them. Content and digital comms can be expensive and needs to be paid for – so perhaps its good that predictions about the global advertising market suggest digital advertising is set to grow from 10% of the total to more than 50% in the next five years – accelerating the disruption and transition from old world to new. Uvs an empty measure. Engagement metrics needed and on the way.Asd part of this…There is a merging of the commerical and editorial imperatives. But this only reinforces the need for companies – driven by commerical imperatives – to learn some editorial ones too.So, four principles of Owned Content, or what companies need to do if they want to be effective media companies
  • The secret of how to make content pervasive, engaging and relevant v1

    1. 1. The secret of how to make contentpervasive, engaging and relevant<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />
    2. 2. Pervasive<br />Engaging<br />Relevant<br />
    3. 3. Content:What’s in it for me?<br />‘Creative expression of strategic purpose and core values’Great content flows through the media cloverleaf <br />
    4. 4. Stories are More Important Than Ever<br />
    5. 5. Publisher mindset – drives value<br />
    6. 6. Transparency – drives Trust<br />
    7. 7. Media Cloverleaf – content sits in the middle<br />HYBRID<br />TRADITIONAL<br />OWNED<br />SOCIAL<br />
    8. 8. Search loves visual content<br />
    9. 9.
    10. 10. Findable and sharable – drives traffic<br />
    11. 11.
    12. 12. Proactive updating – drives engagement<br />
    13. 13. Editorialising Brands <br />
    14. 14.
    15. 15. Tools to help: tweetlevel.com, google insights<br />analyse buzz<br />related phrases<br />which web links are shared most<br />
    16. 16. Related phrases via tweetlevel.com<br />This chart explains what else people are talking about when talking about NOTW<br />
    17. 17. In summary – tips<br />Content allows you to get your message across<br />Content should be hardwired to core values of brand<br />Content ends up everywhere<br />Need to tailor content by channel<br />The best content is dynamic and engaging<br />Context and relevance is key <br />
    18. 18. The secret of how to make contentpervasive, engaging and relevant<br />Thanks for attending – any questions?<br />jonny.bentwood@edelman.com<br />@jonnybentwood<br />

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