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Digital Shoreditch talk: How to develop and deliver your content strategy

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Creating content for the always-on lives brands now live is intrinsically different to creating advertising content. This talk for Digital Shoreditch pulls apart those differences in the processes in an effort to explain how to develop and deliver content that bridges the gap between campaigns.

The talk is a whistle-stop tour of a process we've developed at AnalogFolk, squeezed into 15 minutes. The media analogy to the economic concept of Stock & Flow was introduced by Robin Sloan and is one we've embraced at AnalogFolk. Thanks go out to Noah Brier for drawing attention to it in his excellent AdAge article.

Coca Cola is no longer about creative excellence, but content excellence. Burberry is "as much a media-content company and a design company". Red Bull Media House originate feature-length films from their own film crews and music from their own studio. Facebook and Twitter no longer want media spend to sell ads, but to generate reach for content. Consumers don't want ads, they want good content.

In this talk we're going to explore how agencies can lead the content generation process from ideation to partnership to delivering and seeding content across social platforms to maintain an always-on content strategy. We will bring our strategies to life by referring to successful case studies throughout the talk.

Questions answered :
How do I create content for my clients?
How can I create low/no budget content?
How do I focus on the right platforms?
How can I deliver an always-on content calendar?
How can I improve my content-creation process from receiving the brief to delivery?

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Digital Shoreditch talk: How to develop and deliver your content strategy

  1. 1. vHow to create and deliver your content strategy @ tive
  2. 2. Stock & FlowImages from flickr @harrymarmot & @mehughes
  3. 3. Stock Consumer insight / Product truth v Flow Internal culture Clever messaging Engaging content Campaigns Always on Holding a mirror up Adding real value Art directors & copy writers Collaborators Consumers Participants Create a transactional relationship Create a communityImages from flickr @harrymarmot & @mehughes
  4. 4. Before we start… 2.0 CONTENT = FORMAT
  5. 5. Before we start… 2.0 CONTENT ≠ FORMAT
  6. 6. Before we start… 2.0 CONTENT = MESSAGE
  7. 7. Before we start… 2.0 CONTENT = STORY* *not always your story
  8. 8. So what’s your message?
  9. 9. "Weve gone from beingexposed to about 500 adsa day back in the 1970s toas many as 5,000 a daytoday.” Jay Walker-Smith, Yankelovich Consumer Research 2009
  10. 10. The next Facebook will not be about who, but rather what you like.
  11. 11. The next Facebook will not be about who, but rather what you like. R.I.P. #interestgraph
  12. 12. Identify brand passion areas Passion Passion A B Passion C
  13. 13. Understand the nature of communities Passion Passion A B Passion C
  14. 14. Measure size & energy of communities
  15. 15. The brand ecosystem User sharing platforms + AGE GATE Website content Social platforms Local content producers Ambassador Agency Fans Global content producers
  16. 16. Partners Creative Talent
  17. 17. Build relationships with influencers Passion Passion A B Passion C
  18. 18. Influencer tools are flawed, but provide a start point
  19. 19. Image from huitdenim.co.uk
  20. 20. “If you’ve boughtsomething with aHistoryTag on it then youjust type the Secret Codehere and see the history ofthat item. Then, if youwant, you can add tothat history viaTwitter and Flickr.”
  21. 21. Image from worldphoto.org
  22. 22. In summary
  23. 23. @ tive

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