The modern content strategy and marketing world gets a radio slant. A curated bunch of content from the most inspiring 2 days of my life in 2013. www.content2013.co.za was a revelatory experience and I sat the feet of many a master and learned.
#ContentIsTrending THE HAPPY MEDIA CONTENT AGENCY Seismic Shifts & Lessons in Storytelling Retailers developed products. Advertising agencies made ads. Publishers and broadcasters owned media channels, And consumers sat at the end of the process, devouring said products without having much say in the matter. Once upon a time, life was simple... But along came “digital” and in true plot-thickening fashion, the world changed forever. And not everyone lived happily ever after. The digital era brought forward new roles and new characters: retailers as media owners; publishers as retailers; brands as content creators; agencies as content marketers. Prepared by Happy Media
Transcript
#ContentIsTrending
THE HAPPY MEDIA CONTENT AGENCY
Seismic Shifts & Lessons in Storytelling
Retailers developed products. Advertising agencies made ads. Publishers and broadcasters owned media channels, And consumers sat at the end of the process, devouring said products without having much say in the matter.
Once upon a time, life was simple...
But along came “digital” and in true plot-thickening fashion, the world changed forever. And not everyone lived happily ever after. The digital era brought forward new roles and new characters: retailers as media owners; publishers as retailers; brands as content creators; agencies as content marketers.
Around the world the word ‘content’ is no longer a whispered afterthought in corporate back rooms. CEO’s
and CMO’s are now joined by Chief Content Officers (CCO’s) and In-House Content Departments are springing up in
brands and publishers alike.
Specialists known as Content Strategists or Practitioners are coming to the fore. Their ability to leverage value out of “Content Marketing” and “Earned Media over Paid Media”
making them a highly valued resource in the new media marketplace.
Content Marketing will be a 1 billion Pound industry this year in the UK. It relies on:
a deep strategic focus on a brand’s story across all channels. true “time-baked” Strategy. Lasting quality takes time and planning.a collective mindset. It hates silos. Collaboration creates Big Shifts. Silos create Small Battles.
“CONTENT STRATEGY plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson
“CONTENT MARKETING is brands using content to link and engage with their audiences.” - some other person
According to PWC, over the next 3 years in South Africa, Radio advertising will grow between 4 and 6 %. Digital will grow at around 30%. Digital is creating industry
resilience. Revenues are rebounding up but in completely new sectors.
Brands want to increasingly own the direct dialogue with consumers. Digital has enabled this. There is a a shift towards Earned Media over Paid Media.
HANG ON THERE SPARKY!WTF IS EARNED MEDIA VS PAID MEDIA S’POSED TO MEAN ANYWAY?!
Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.)
Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.)
The average consumer will spend 30 seconds watching or listening to a TV or radio commercial but may spend up to 30 minutes engaging a content marketing title.
In doing this brands are beginning to snap up industry professionals who could only previously be employed by established traditional platforms. Brands are also perfecting the art of create once, publish everywhere in order to amplify their messages.
This Is The Winchester Mystery House.Lessons in Storytelling #2
Prepared by Happy Media
After being told by a medium that spirits were after her, Mrs Winchester was advised to build a house of endless rooms - an extravagant maze of Victorian craftsmanship in which the spirits would never find her. This
sprawling mass is famous for staircases that go into ceilings, a room with no doors or windows and even a door that goes nowhere.
“RADIO STATIONS TRADITIONALLY SELL ADVERTISING BECAUSE THEY PRODUCE THE BEST CONTENT WHICH EQUALS AUDIENCES. WHAT HAPPENS WHEN YOUR ADVERTISERS START PRODUCING BETTER CONTENT THAN
YOU ON THEIR OWN PLATFORMS?”
so it’s about quality content...we get it.now what?
When the lights went out on SuperBowl 2013, a clever storyteller at Oreo’s had the creativity to stick this piece of design content onto social media. It’s just a picture
and some words but it’s also an agile creative suggestion got the brand topical coverage and maximum virality because the brand thought like a broadcaster and
hit a topical-water-cooler-hot-button in realtime.
At its core, content strategy isn’t really about content inventories, or messaging, or publishing calendars,
or governance policies. It’s a way of thinking that has direct impact on the way we do business. And the way we do business must include a clear focus on how we create, deliver, and govern our content.
Because more than ever before in the history of commerce, content has become one of our most
