The Future of Content
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We recently hosted an event on the FUTURE OF CONTENT. We distilled some trends, called out some BS we see all the time, and gave away some thoughts on how brands can continue to stay relevant on the continually reinventing digital landscape.
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The Future of Content
- 3. THEINTERNET.
- 5. EVERYTHING I DOONLINE,ISMYCHOICE. ICHOOSEWHEN I WATCHIT, WHEN I READIT WHEN I CHECKIT WHEN I SEARCHFORIT IWANTWHAT I WANT,WHEN I WANTIT. Advertising has fundamentally worked becuase…
- 6. WEMUSTREACHPEOPLEON THEIRTERMS The internet has taught us that….
- 11. WEMUSTREACHPEOPLEON THEIRTERMS The internet has taught us that….
- 13. The future of content 4TRENDS 4LESSONS 1CRITICALPOINT
- 14. THEAD-BLOCK-ALYPSE And what it tells us about advertising online… Future Trend 1:
- 15. 22% of UK internet users block ads. IAB - Q1 2016 REPORT (Germany = 25%, Spain 20%, Poland = 35%) Adobe says, 200 million worldwide 2015
- 16. 22% of the world’s 1.9bn smart phone users are blocking ads Page fair - may 2016
- 17. 63% of millennials block ads. Fractal and Moz - 2015 34% according to GlobalWebIndex
- 18. UGLY,ANNOYING,DISRUPTIVE, BLOATED,SLOWADSTHATTRACKUS ALLOVERTHEINTERNET Why do they all hate us??
- 21. NO.JUSTREALISE, WHENITCOMESTOONLINE, THEOLDRULESDON’TAPPLY. Should you stop advertising online?
- 22. LESSON:WENEEDTOSTOP INTERRUPTING,AND STARTADDINGVALUE. And we must be sincere about wanting to add value to consumers. Because anything but, will get blocked.
- 25. DON’TPANIC
- 26. If someone consumes a niche brand’s product or service, they’re very likely to be a heavy consumer of the category. This means they’re very likely to also consume the market leader’s product or service too. BYRON SHARP, How Brands Grow
- 27. LESSON:DON’TCHASETRENDY PLATFORMS,CHASE CONSUMERS. Go where your content fits best, not what’s just ‘new’. Consumers aren’t platform loyal. Don’t get married to platforms, just flirt with consumers.
- 31. LESSON:THEREISAGENERATIONOF CONSUMERSOUTTHERETHAT VALUEACCESSOVERGLOSS. Access to realness is the new ‘value’.
- 33. Was used 6.6 billion times on Twitter in 2015.
- 34. ITWORKEDFORSOME
- 35. “It was an attempt to reach a new younger audience that has completely tanked". - The Drum Magazine ANDNOTFOROTHERS
- 39. Consumer centric brands prioritise the needs of their consumers ahead of their own. Consumer Centric
- 40. They add value. Reach consumers where and how they want to be reached. They give more than they take. The entertain, over advertise. Consumer Centric Brands
- 41. Instead of asking: how can we make sure ‘consumers’ will like us, how can we make them buy us? How can we target them? We should turn this around. We should ask ourselves: what can we do for the people that are important to us? How can we give them something they will truly appreciate? Something that they will WANT to see and engage with, something that they do not want to block, but seek out and share with others. This will not only make sure that our messages will be heard, but in my opinion it is the only proper way to build loyalty. DON’T JUST TAKE MY WORD FOR IT. HUIB VAN BOCKEL, FORMER HEAD OF MARKETING FOR RED BULL AND AUTHOR OF THE SOCIAL BRAND
- 43. 1.MAKEITCONSUMERCENTRIC You know who your competitors are in the shop. But online we compete against everyone fighting for our consumers’ attention.
- 44. MAKEITAMAZING,BYPUTTINGTHE CONSUMERFIRST. SWITCHFROM SWITCHTO I am dying to tell you our brand story. I really want to tell you what we do here. I really want my consumer to… I am dying to offer you value, for time. What does my consumer care about? My consumers really want to…
- 45. ATIMPEROWEBOILITDOWN TOONEQUESTION: Why would someone care about this?
- 46. 2.CONSISTENTCONTENT Refine, reiterate, and escalate – don’t re-invent. You’re not going to land your message authentically by changing the topic all the time. Be famous for something.
- 47. Dove doesn’t re-invent the wheel, it doesn’t do ‘content pillars’ Brancott Estate, a 9 month content campaign that grew to have posts with over 1 million organic views and 40k shares.
- 48. Now the largest selling deodorant in the US, OldSpice largely only re-iterated and escalated a winning idea.
- 49. 3.THERIGHTPEOPLE,OVERANDOVERAGAIN The internet gives us access and precision. Use it wisely, put our messages in front of the right people, over and over again. And do it in different places and context.
- 50. Use every customer point of contact to weave stories about who you are and what your brand stands for. Your stories need to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse. Gary Vaynerchuk, Jab Jab Right Hook.
- 51. 4.BEAUTHENTIC None of this matters if it doesn’t relate to your brand values in an authentic way. And none of it matters if you’re not sincere about it. Consumers are far too savvy Consumers just don’t care enough and are too easily distracted for us to fake this.
- 52. Authenticity doesn’t mean you need to be produced by people that look like this.
- 53. ATL is great at telling consumers ‘what we believe’. Digital content is how we prove it.
- 55. YOURQUESTIONS