Ilona Hiila: Content World Domination. Reaktor Design Day. 3.10.2013. Questions: @IlonaHiila.

I am not a designer

SO WHAT AM I?

FOUNDING PARTNER & CONTENT STRATEGIST of finland’s leading content agency

VAPA MEDIA

we do: content strategy

utilizing platforms creative concepts

partner of mrs.muir & the ghostwriter - content creation agency!

ghostwriters do: articles, photos, videos,

digital copy, live blogging, community

management and anything that has anything to do with creating content.

My background: radio host journalist columnist pr officer

I SAW IN MY WORK that the WAY COMPANIES COMMUNICATEd DIDIN’T RESONATE WITH THE WAY PEOPLE USED ONLINE CONTENT.

.

THE INDIVIDUALS WERE LOOKING FOR CONTENT THAT WAS RELEVANT AND MEANINGFUL. COMPANIES WERE OFFERING THE FOLLOWING:

http://www.flickr.com/photos/ryantron/4453018910/

http://www.slideshare.net/hawkt/breaking-how-native-advertising-is-making-headlines?from_search=5

even though the click through rates are as low as less than 1%!

Many companies are in quick sand with their operations online.

they focus solely on tech/visual design, rather than think what

kind of content they should offer.

http://farm4.staticflickr.com/3089/3140250146_4c8638da6c_b.jpg

it’s like having a dinner with no food!

Vapa Media

- catch them with content!

rescuing online communications since 2010.

so, back to the topic:

Content World Domination

what do I talk about

when I talk about

content?

http://farm6.staticflickr.com/5085/5306384876_270e9070c8_b.jpg

Everyone has a different view on what content is.

Oh, I thought meant that content.

•  article •  digital copy •  blog •  blog post •  COMPETITION •  status update •  info

•  video •  advertisement •  layout •  photo •  form •  a block •  Banner ad

No, I meant this content.

•  Digital content, that is published on various platforms and that aims to engage customers

•  Content that is is the data people consume online and that is supported by the visual and/or technical design

what do I talk about

when I talk about

domination?

http://farm8.staticflickr.com/7276/7498918722_18a74fd56d_b.jpg

No, not about this.

http://www.flickr.com/photos/raveneye/2467456611/

not this either. because there’s no need for plotting domination like stewie.

content already dominates all our online experiences.

before your audience uses your design or interface, there has been content involved from google, fb, twitter, email etc…

HOW TO DESIGN DOMINATING CONTENT?

RULE NO. 1: FORGET YOUR

BRAND

cheers hawk! http://slidesha.re/15hdsD8

PEOPLE ARE NOT NATURALLY INTERESTED

IN YOUR BRAND!

UNLESS YOU’RE A…

http://farm6.staticflickr.com/5450/9143978785_dbc07988b7_b.jpg

FIND SHARED INTEREST

•  listen to your customer. •  understand where they hang

out. •  FIND OUT what they talk about. •  UNDERSTAND WHAT kind of

content is missing from their life.

RULE NO. 2: CREATE

MOMENTS

Rule number 2 – own the moment(s)

•  DO NOT SELL. •  BE THE PERSON YOU WANT TO

BE WITH. •  CREATE MOMENTS – THEY SELL

THE WHOLENESS OF YOUR BRAND RATHER THAN JUST ONE PRODUCT

KIM JONG-UN OR SANTA?

•  DON’T AIM ONLY FOR AWARENESS. IT’S NOT ALWAYS A GREAT THING.

•  MEASURE ALSO FAMILIRATY AND HOW WELL YOUR AUDIENCES CONNECT WITH YOUR BRAND ATTRIBUTES.

RULE NO. 3: LOVE IT

http://www.flickr.com/photos/rickyromero/1976286111/

content is often considered as something you do after “all the important stuff” is done!

individuals are successful online because they love to share.

THE CONTENT YOU SHARE SHOULD BE AS IMPORTANT AS

THE PRODUCT OR SERVICES YOU SELL

RULE NO. 4: re-think your

resources

“liquid content STRATEGY”

http://www.flickr.com/photos/gerardstolk/5398065225/

“The way we did online before was little like bowling,

now it’s more like ping pong”

before: few big balls aimed at a static audience in order to make them fall.

http://www.flickr.com/photos/dcjohn/95893598/

now: continuous game in which we play with the audience and respond

to their serves.

http://www.flickr.com/photos/23743691@N06/5526404097/

we need: new ways to think our

resources!

but why?

costs. reach.

targeting.

part of a revolution?

understand who your enemy is.

“we’ve always done it this way”

and buy: STRATEGINENOTE.FI

thank you! WWW.VAPAMEDIA.FI