This document discusses strategies for building content excellence on websites and platforms. It argues that companies should focus on creating valuable, engaging content that enhances the user experience rather than interruptive ads. Providing interesting, shareable content that makes users feel good and builds their social value can help brands foster communities and increase user engagement without seeming like paid advertisements. Both consumers and brands benefit when content delivers value instead of solely promoting products or services. Creating this kind of content excellence requires resources but is important as consumers expect more from the digital experiences they have with companies.

1. III
What can help build content excellence?

2. ADVERTISING = INTERRUPTION
(break)

3. Every company and also individual is
growing into a "mass media house"
Channels which communicate with groups of people (mass) - publishing or production comp.
web site
social media
blog

4. BRAND = service or product
+ STORY
How to tell my own story?
DIRECTLY and INDIRECTLY
I’m so cool and green and unique ...
It was a pleasure to cooperate with xx, because they are so cool and green ...
And I fully recommend xx!

5. DIRECTLY
major part of our marketing and PR
communication
INDIRECTLY
(to support the direct perspective by giving the
dimension “what other think about us”)
- classic “about us”
- now reviews, comments, showing social
media happening on web site, etc.

6. Ad should not be an interruption/ break
anymore.
It has merged with DIRECT content.
Q - HOW TO CATCH USER’S ATTENTION?
1By offering INTERESTING and VALUABLE content.
2 By offering interesting and valuable content
which is independent of direct content.
Consumers know that ad is hidden in the content and hate to be taken for stupid.

7. Companies and individuals
need like to have
CONTENT
which gives their sites platforms additional value
(classic advertising damages - diminishes value)
They would give SPACE on their platforms for
content that delivers VALUE not advertises
products or services.

8. Strategy goal is changing:
http://www.youtube.com/watch?v=LerdMmWjU_E
from creative excellence
to content excellence.
First runners:

9. Not only big players.
Just a matter of time when middle and
smaller companies have to follow.
Problem: resources!

10. Need for a new digital social responsibility element
which makes the difference for the consumer?
What can help build content excellence?
CONTENT EXCELLENCE

11. “our brand stories must show commitment to
making the world a better place”
(Coca Cola Content 2020)
Insider tip from big player:

12. what kind of content helps
build content excellence?
Again ...

13. What kind of content ...
CONSUMER perspective
- Not giving the impression to be a paid ad.
- Not requiring too much effort.
- Help me build my social value (proud to share it).
- Make me feel good (not wasting my time on this site).
- Make me feel special.
...
BRAND perspective
- Chance to start bringing consumer into the content.
- Help build community/ movement around the brand.
- Foster user activity (conversion).
- High virability.
- Ready-to-use.
- Customised flexible paying system in real time.
...

14. CLICK ON THE BUTTERFLY FOR MORE ABOUT
RESEARCH BEHIND CONTENTING
© 2013contentcloud9.org

15. http://www.kraftrecipes.com/home.aspx
http://www.redbull.com/
http://www.youtube.com/watch?v=LerdMmWjU_E
Sources:
http://www.coca-colacompany.com/
http://contentmarketinginstitute.com/2012/11/mining-data-content-marketing/
© 2013