Iab content seminar presentation
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Chris Clarke Chief Creative Officer [email protected] Andrew Pinkess Client Partner/Director of Strategic Services [email protected]
description
Transcript of Iab content seminar presentation
Chris ClarkeChief Creative [email protected]
Andrew PinkessClient Partner/Director of Strategic [email protected]
Content doesn’t just happen
• What is branded content?
• Why is it important?
• Where does it come from?
• How do you create and deliver it?
• What does it look/ sound like?
• How should you respond?
• Winners and losers
Agenda
Branded content is content funded by a brand which is either useful or entertaining to its audience and which helps serve the interests of the funder.
That’s what we think, what do you think?
”LOGORAMA” Oscar Nominated Best Animated Short
What is branded content?Promote
Info
rmEn
tert
ain
Connect
Service Sell
Branded content
Branded content
Connect
Social media Blogging
Forums Phone
Mobile
Info
rm
News
Corporate
E-GovAuto
MedicalKM
Education
Service
Banking
Loyalty
Supply-chain
Tax
Training
Payment
Procurement
En
tert
ain
Music
FilmBooks
Magazines Humour
TV/ Radio Sport
Porn
Sell
RetailTravel
Auction
Food
Services
Fund-raising
Gambling
Promote
Directories Aggregators
MicrositesAdvertising
ePR
SearchUrls
Sponsorship
What is branded content?
Why are we talking about this now?
Modern life asks too
much
In culture At home…
At work…
Overwhelmed
Don’t shout - help
Brands must be more
than a promise
Brands we believe in
Are simple
Aggregators
Amplifiers of culture
Grass roots
In essence, to cut through, to participate in
people’s networks, brands must produce
content not messages
We mustn’t be
squeamish about this …
Digital content is growing…
…and will continue to grow
Source: Gerd Leonhard, Mediafuturist.com
Where does it come from?
Source: Digital New Zealand
Delivering branded content
Developing Content Strategy
Digital strategy
Contentstrategy
Organisation & resourcing for the web
OnlinebrandingSTRATEGY
Building content capacity
Digital strategy
Contentstrategy
Organisation & resourcing for the web
Onlinebranding
Content/ editorial guidelines
CMS selection/ & configuration
Taxonomytopic maps/ keywords/ semantic web
Training web editors/ writers
Onlinebrandguidelines
STRATEGY
CAPACITY
Digital strategy
Contentstrategy
Organisation & resourcing for the web
Onlinebranding
Content/ editorial guidelines
CMS selection/ & configuration
Taxonomytopic maps/ keywords/ semantic web
Online campaigns
Long copy/ editing
Video/ rich media
Experiential
Training web editors/ writers
Photography/imagesourcing
Onlinebrandguidelines
STRATEGY
CAPACITY
CREATIVE
Creating Branded Content
Generation Green – Campaign
Unilever
Long copy/editorial/imagery
International Red Cross
Video/social
Electrolux - Experiential
Digital strategy
Contentstrategy
Organisation & resourcing for the web
Onlinebranding
Content/ editorial guidelines
CMS selection/ & configuration
Taxonomytopic maps/ keywords/ semantic web
Online campaigns
Long copy/ editing
Video/ rich media
Experiential
SEO/ contenttagging/ linking
Contentsyndication
Training web editors/ writers
Photography/imagesourcing
Onlinebrandguidelines
ePR/Social mediamanagement
STRATEGY
CAPACITY
CREATIVE
DISTRIBUTION
Distributing Branded Content
Digital strategy
Contentstrategy
Organisation & resourcing for the web
Onlinebranding
Content/ editorial guidelines
CMS selection/ & configuration
Taxonomytopic maps/ keywords/ semantic web
Online campaigns
Long copy/ editing
Video/ rich media
Experiential
Measurement & Tracking
SEO/ contenttagging/ linking
Contentsyndication
Training web editors/ writers
Photography/imagesourcing
Onlinebrandguidelines
ePR/Social mediamanagement
STRATEGY
CAPACITY
CREATIVE
DISTRIBUTION
CONTROL
Measuring Branded Content
Digital strategy
Contentstrategy
Organisation & resourcing for the web
Onlinebranding
Content/ editorial guidelines
CMS selection/ & configuration
Taxonomytopic maps/ keywords/ semantic web
Online campaigns
Long copy/ editing
Video/ rich media
Experiential
Measurement & Tracking
SEO/ contenttagging/ linking
Contentsyndication
Training web editors/ writers
Photography/imagesourcing
Onlinebrandguidelines
ePR/Social mediamanagement
CONTENT
TECHNOLOGYCONTENTMEDIA/ EA
MEDIA ePR
CREATIVE PARTNERS
ANALYTICS
PLANNING/
STRATEGY
CREATIVE
CREATIVECREATIVECREATIVE
CONTENT
PLANNING
MEDIA
STRATEGY
Resourcing Branded Content
Let’s ask Seth Godin
Winners and losers
• Content first (not last)
• Less is more
• Client Headaches
• Agency bun-fight
• Rights management
• Micropayments
• Culture change
• Channel integration
What’s coming up next?
Thanks…
