SlideShare a Scribd company logo
https://www.kaizen.co.uk@kaizen_agency
The Future of Content
Bobbi Brant
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Agenda
✧ Content Marketing Vs
Advertising
✧ Future Mediums
✧ How to use Content
✧ Far-Future
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
What is Content?
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising Vs Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Advertising Vs Branded Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Challenges for Content Producers
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
So What is the Future of Content?
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Mediums Value
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Mediums
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live
Video
Virtual
Reality
Augmented
Reality
360°
Native
Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
The Future is Out There
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live Video
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Live Video
http://bit.ly/kaizen-live-video
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Benefit’s Tipsy Tricks
14,000 -
60,000
Views
Filmed
on an
iPad
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use Live Video
Behind the
Scenes
Exclusive
Content
Use Q&A as
Free
Consumer
Feedback
Lead up on
Social
Media
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
360° Virtual & Augmented Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Virtual Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Augmented Reality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
360°
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Thomas Cook
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: Thomas Cook
190% Uplift
in New York
Excursions
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: IKEA Place
Contribute to
£4.4 billion
sales in 2020
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use AR/VR/360°
Selling an
Experience
Distribute
Hardware
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Native Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Native Advertising
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Case Study: OITNB
Up to 2.6
Million Page
views
Generated
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
How to use Native Advertising
Topic of
Authority
Not Selling
Product
Personality
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Keys to the Future
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Who’s Your Content For?
Internal
Stakeholders Journalists
News
Audience
Social Media
Audience
Customers
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Which Medium to Use
Live Video VR/AR 360 Native Ads
+Low Budget
+Instant engagement
+High engagement
+Direct impact on
conversions
+Product-focused
+Combines with other
mediums
+Humanising
+Reach wider
audience
-Require large social
following
-High investment
-Alienate those without
hardware
-Tempting gimmick
-Becoming well used -Not for quick wins
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
The Future is The Past Improved
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Far Future
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Content as a Product
http://bit.ly/content-as-a-product
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
AI Generated Content
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
❝The only sounds coming from Hagrid’s
hut were the disdainful shrieks of his
own furniture.❞
https://www.kaizen.co.uk@kaizen_agency https://www.kaizen.co.uk@kaizen_agency
Not Too Fast
❝The tall Death Eater was wearing a
shirt that said ‘Hermione Has Forgotten
How to Dance,’ so Hermione dipped his
face in mud.❞
https://www.kaizen.co.uk@kaizen_agency
Thank You
@bobbibrant

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Kaizen Event - The Future of Content Marketing