There is a growing migration from promoting ideas through advertising to promoting ideas through content publishing. This is gradually becoming the way forward for progressive, future minded brands and agency's to become significantly relevant and influential with their intended audience. This presentation, The "Content Of Things" gives a detailed schematic on how you can create your very own content machinery.

1. Content
Of Things
A Maurice C. Ugwonoh
Presentation 2015
twitter@mauricechike, linkedin.com/maurice ugwonoh
.

2. • Demystifying Content
• Content for Digital
• Types of Content
• Best World case
• Content Marketing In Nigeria
- Navigating Content

3. CONSIDER ATION PURCHASE RETENTION ADVOCACYAWARENESS
From Advertising Campaigns…

4. Why is consumer disposition funnel not as effective as it once used to be
in engaging consumer all through the customer purchasing journey?

5. The Customer is Evolving.

7. What is content marketing ?

8. Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience — and, ultimately, to drive profitable customer action.
Content Marketing Institute

9. CREATE DISTRIBUTE ATTRACT
& RETAIN
DEFINED
AUDIENCE
DRIVE
CUSTOMER
ACTION
To publishing content.

11. Our objective then is on how to infuse a new type of content management
process into the contemporary Agency’s existing marketing and customer
service engagement strategies.
In other words how do we use content strategy?

14. Tomi Ahohen’s Grand Convergence

16. .

17. .

18. Motorola Mobility's global consumer survey of
9,500 about TV and video viewing habits finds:
• Average person globally watches 19 hours of
television content and 6 hours of movies per week
(total 25 hours, up from 15 hours per week in 2011)
• 29% of TV content is recorded - but of that, one
third is never actually watched. DVR owners watch 1 hour
more per week. 68% of DVR owners are forced to delete
content because they ran out of storage space
• TV screen viewed in living room, in bedroom
has been overtaken: TV viewed by 36% in bedroom
vs 41% viewing on tablets, 46% on smartphones
Source Motorola Mobility 19 March 2013
TV viewing is changing

19. .
Types of content.
Created
Originally authored
Syndicated
3rd Party content in
full form
Curated
Piece of 3rd Party
content

20. Branded Content.
A brand new way of nurturing brands.

21. The Nigerian Content Landscape

22. Key issues.
• 44% of companies outsourced their content programs in 2013
• Most Nigerian businesses are not aware or do not understand the benefits
• Since they lack in house skills, outsourcing becomes cheaper, as they can hire & fire

23. .
Production Studios Marketers
Digital Agencies Media Agencies

24. .

25. .
Coke struck Gold with
this shareable content in Nigeria

26. Capturing
The Nigerian
Millennials

27. Millennials are the world’s largest demography with 2 billion on the planet
18-37 yrs old
Tech savvy & aside their distaste for ads, they discredit preconceived notions of
brands.
They view career & income differently, yet they will comprise of 75% of the Nigeria
workforce by 2025.
Only 1% of Nigerian Millennial admitted to have responded to an ad.
From the nomadic graphic designers to the kooky creative content managers, the
quirky web or app developers and more are found among Millennials
ellaecreative.com
The Millennials

28. Navigating content.

29. Key Imperatives
Establish a market intelligence system for environmental & competitive trends
Enhance Digital resource for optimum content leverage
Devise framework for soliciting extra talents
Upscale internet capability to sustain and support content initiative.
Enhance Agency’s internal capacity and competence in Content production

30. PLAN
AUDIENCE
STORY
CHANNEL
PROCESS
CONVER
SATIONS
MEASUR
EMENTS
Content Marketing Framework

31. .
Designing…
…a Content Hub

32. The Content Hub.
The idea of centralizing content into a one-stop shop for website visitors. A
Content Hub can host branded content, curated content, social media
content, user generated content, videos, documents and even lead forms

33. .
Film, Documentaries,
Branded content &
Theatre
TV series
Reality & Game
Shows
Audio, Radio shows
& Music Properties
Sports
Digital
& others
The Hub Framework (my example)

34. .
In a few years…
Change in Language: Need to re-learn due to new tools & change in consumers
With branded content, you are up against everyone, Marvel, BBC, GOT, Netflix
Acquire the mentality of a broadcaster & editorial competency
New agency will emerge, those who understand branded content is continuous
storyline over 30 seconds
Everything you do can be copied except how you communicate.

35. .
Thank You
twitter@mauricechike, linkedin.com/maurice ugwonoh