Rob Mosley, creative partner and Sadia Siddiqui, client services director, Nonsense London Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Trends You Can Ride, Ideas You Should Steal
CONTENT STRATEGY: PLANNING AND DELIVERING STANDOUT CONTENT

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We are from nonsense, a creative
digital agency in Hoxton

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We create campaigns of real substance

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Traditional
ad agencies
Channel-specific
agencies
(e.g. digital, content, etc)
We are here
A B O U T U S

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S P E A K E R S
Sadia Siddiqui
Client Services Director
Rob Mosley
Founder & Creative Partner

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T H I S P R E S E N T A T I O N …
• The 3x big drivers of change that will impact the content
marketing space in 2018
• How you can can use them to your advantage…
Trends You Can Ride, Ideas You Should Steal

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T H I S P R E S E N T A T I O N …
“Content” is shaped by 3 big factors…
Culture
Media
Channel
Factor Drivers of change
???
???
???

8. …we’ve identified the most pertinent trend in each.
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T H I S P R E S E N T A T I O N …
Culture
Media
Channel
Drivers of change
The Crisis of Trust
The Polarisation of Content
The Voice Revolution
Factor

9. D R I V E R S O F C H A N G E 2 0 1 8
The Crisis Of Trust

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Your words don’t mean what they used to

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The crisis of trust is taking root (especially for charities)
T H E C R I S I S O F T R U S T
After dropping significantly the year
before, trust in the UK stayed flat in 2018
Charities suffered from the biggest drop
in trust between 2016 and 2017

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Digital technologies strengthen the crisis of trust
T H E C R I S I S O F T R U S T

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People don't trust brands
T H E C R I S I S O F T R U S T
• 74% of consumers would boycott a brand that
they no longer trust according to EY
• Consumer trust is at an all-time low according to
Forrester in December 2017
• According to DMA research, 44% of consumers
find it difficult to know which brands to
“believe".

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Brands need therefore to deliver a more authentic experience
T H E C R I S I S O F T R U S T
McDonald’s is transparent
about their products and
prove what they say
Absolut is differentiating
themselves with substance
from their competition
Patagonia demonstrates that
they really don’t want people
to buy a brand new jacket

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And this is how some charities do it
T H E C R I S I S O F T R U S T
Cancer Research UK prove
what they say by being
brutally transparent and
honest
Street League empower their
donors by giving them more
clarity about what the
charity actually do and need
Charity Stars use
cryptocurrency to show how
donations are used over time

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3 Takeaways
T H E C R I S I S O F T R U S T
1. Prove what you say using tangible supports
2. Empower your audience through transparency
3. Take actions that build lasting relationships

17. D R I V E R S O F C H A N G E 2 0 1 8
The Polarisation Of Content

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Your content is getting less and less relevant

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The media landscape is getting polarised
T H E P O L A R I S A T I O N O F C O N T E N T
Social platforms strengthen their
ephemeral content offering (stories)
Ephemeral
content
Immersive
content
Tech platforms strengthen their
immersive content offering (VR/AR)

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Because the content expectations and contexts are getting polarised
T H E P O L A R I S A T I O N O F C O N T E N T
Ephemeral
content
Immersive
content
Instant Consumption
56% of social media users
report a distinct sense of
“fear of missing out” on
the content of their feeds *
Experiential Consumption
72% of millennials prefer to
spend more money
on experiences than on
material things **
Source: Washington Post & Harris Interactive
Micro-moment
(On-the-Go with short
attention span)
Moment of Truth
(Me-time with a slightly
longer attention span)
Expectations
Context

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Ephemeral and immersive content deliver on most business objectives
T H E P O L A R I S A T I O N O F C O N T E N T
Awareness Acquisition Retention
Ephemeral
Content
Micro-Moments
Immersive
Content
Moments of Truth

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They work really well together
T H E P O L A R I S A T I O N O F C O N T E N T
Ted Baker used Instagram Stories to generate interest for their
new collection and redirect people to the 360 video
Ted Baker then used a shoppable 360 video to display its new
collection within context and ultimately drive purchase
From a micro-moment… to a moment of truth.

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How are charities using ephemeral content?
T H E P O L A R I S A T I O N O F C O N T E N T
Care drove awareness for gender
inequality by helping real women all
over the world to takeover the charity
account
Charity Water use Instagram Stories to
celebrate behind the scene news in a
friendly and lighthearted way

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How are charities using immersive content?
T H E P O L A R I S A T I O N O F C O N T E N T
Cancer Research UK created a virtual
reality experience to thank all the
people who donated through their will
Greenpeace created a virtual reality
experience to tell the stories of the
projects that they are currently
working on

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3 Takeaways
T H E P O L A R I S A T I O N O F C O N T E N T
1. Identify the type of moments that you will trigger with your comms
2. Create ephemeral content when you target micro-moments
3. Create immersive content when targeting moments of truth

26. D R I V E R S O F C H A N G E 2 0 1 8
The Voice Revolution

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Voice interaction is already disrupting your world

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Voice control is already here
T H E V O I C E R E V O L U T I O N
Smart Assistant Smart Speaker
• Voice control require less than 1 click to be
activated on popular smartphones
• In 2017, the research firm Canalys counted 24
millions of smart speakers sold worldwide and
forecasted 56 million sold in 2018
• In the UK, Mintel counted 62% of Brits using or
happy to use voice-operated devices to listen to
music, search, check the news and shop

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Voice is a already a game-changer in search
T H E V O I C E R E V O L U T I O N
• 25% of queries on the google mobile app were
voice searches in 2016
• According to Search Engine Watch, voice-
searches are different from typed-searches by
being longer, question-led and conversational
• Brands need to optimise content for voice
search through long tail keywords, intent-driven
searches, natural speech patterns and local
queries

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A game-changer in service design
T H E V O I C E R E V O L U T I O N
And brands can’t stop delivering smoother
services by using voice interactions
Tech giants demonstrated their strong
interest for voice control at the CES 2018…

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A game-changer in branding
T H E V O I C E R E V O L U T I O N
• Only 17% of brands invest in audio branding at
the moment
• On top of creating an Alexa skill that helps
people meditate, Headspace, the mindfulness
app, created it with an ownable voice that is
relaxing in order to improve their relationship w/
their users
• “What’s our Tone Of Voice?” Now has a whole
new meaning…

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The game-changer that mobile was 11 years ago?
T H E V O I C E R E V O L U T I O N
Our relationship with ourself, by enabling
an easier access to information
Our relationship with others, by enabling
more personal ways to connect with people
Our relationship with machines, enabling
quicker ways to complete tasks
Our relationship with locations, enabling
convenient ways to experience new places

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Charities are already using voice-services to drive impact
T H E V O I C E R E V O L U T I O N
Red Cross UK created the first aid
education skill for Alexa that help people
on first aid techniques - from treating a
severe bleed to a burn including a
seizure
The National HIV Testing Week created
an Alexa skill that asks the right
questions for people to identify if they
should go test themselves against HIV or
not

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3 Takeaways
T H E V O I C E R E V O L U T I O N
1. Improve your SEO with a voice-first mindset
2. Improve the customer experience with voice-activated services
3. Improve your tone of voice from an audio perspective

35. Thank you.
ROB@NONSENSELONDON.COM | 020 3176 4259 | NONSENSELONDON.COM

36. Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent

37. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk