Presentation by Oliver Russell - delivered at the Content Masterclass in Ravensbourne on 2nd May 2014.

1. Presents
‘A Content State of Mind’
or
Where are brands at and what do
consumers want

2. Content
Marketing
Agency
Sports
Marketing
Agency
Intellectual
Property
Generation
Est. 2007

3. Content
Marketing
Agency
DistributionProduction
Creative/De
sign
Strategy

4. The 4 Content States…
For brands
Doing it and getting measureable results.
Doing it and not getting results or attributable results.
Not doing it but would like to.
Not doing it and have no plans

5. A Content State of Mind
Research

6. A definition...

7. The Definition of:
ADVERTISING

8. The Definition of:
PR

9. The Definition of:
BRANDING

10. The Definition of:
CONTENT MARKETING

11. Have you experienced some kind
of branded content online?
Yes 59.1%
No 40.9%

12. We asked the public…

13. How would you describe most
branded content you see?
Irrelevant 42.2%
Funny 29.8%
Rubbish 13.2%
Moving 8%
Other 6.8%

14. So What Is Content Marketing?
An editorially led marketing activity created in
a brands’ name that either entertains or
informs the target audience in a way that puts
the brand sell second to the relevance of the
content but is always looking to drive
marketing and business results

15. The important points…
Entertains or informs the target audience
Puts the brand sell second
Drive marketing and business results

16. Entertains
or
Informs
The Target Audience

17. Research/
Focus Groups
Activity/Media
Identification
Creative/Product
ion
Distribution
Content Strategy

18. Cross Platform
Editorial
outreach
placement
Cross Platform
media
partnerships
Social
Outreach
Talent
partnerships
Viral
Distribution
Advertising
Promotion
Content Placement

19. Entertainment/Inf
ormation Content
Marketing

20. The Audience
Who Are They? Where Are They?
What do they
Fancy?

21. We asked the public…

22. What forms of online content
do you like?
Written 58.3%
Audio 30.8%
Video 62.7%
Animation 36.9%
Pictures 62.1%

23. Event
Amplification
Short Form
Entertainment/
Film
Sizzle Reel/
Showreel
Product
Demonstration
Consumer/
Brand Insight
Animated White
Paper/
Infographic/
Thought
Leadership
Studio Based
Panel Show

24. Branded Content Reel

25. Puts The
Brand Sell
Second

26. We asked the public…

27. Are you more likely to buy, or
consider a brand having seen
relevant and well produced content?
Yes 68.9%
No 31.1%

28. Have you ever done any of the following
after seeing a piece of branded content?
Liked a brand on
Facebook 36.6%
Followed a brand on
Twitter 15.7%
Visited a brand
website 48.0%
Visited a high street
store 30.2%
None of these 28.3%

29. We asked the public…

30. Would seeing poorly produced
content have a negative
impact on a brand for you?
Yes 70.5%
No 29.5%

31. Drive Marketing
and
Business Results

32. Results
Positive
Advocacy
Engage Niche
Target Audience
Enhance Natural
Search
Drive Awareness
Entertain &
Inform
Communications
Drive Data
Capture
Increase Social
Footprint
Drive Sales

33. Success Metrics
Consumption Metrics
Lead Generation Metrics
Sharing Metrics
Sales Metrics

34. What qualities should a piece of
brand content have?
Humour 48.6%
Relevance to
brand
72.9%
Drama 15.7%

35. If you’d like to see the full findings of Phase 1
of
‘A Content State of Mind’
Contact us
@bigshottweet
www.facebook.co.uk/thebigshotuk
Oliver.russell@thebigshot.co.uk