New traditions in content: How did we get here?
20
IT USED TO BE LIKE THIS Before that thar digital arrived
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New media, traditional thinking. Where to next?
Transcript of New traditions in content: How did we get here?
IT USED TO BE LIKE THIS Before that thar digital arrived
BRAND Could not succeed without a...
BRAND TRADITIONALPLATFORM
Like Television or Radio
BECAUSE BRAND NEEDEDThis one thing for success
BRAND Brand needed...TRADITIONALPLATFORM
BRAND AUDIENCETRADITIONALPLATFORM
BRAND AUDIENCETRADITIONALPLATFORM
THE BRAND CONVERSATION WITH THE AUDIENCE WAS Controlled by the Traditional Platform. Access was controlled by money.
ENTER DIGITALAnd now...
BRAND AUDIENCETRADITIONALPLATFORMTHIS
BRAND AUDIENCETRADITIONALPLATFORM
BECAME
BRANDAUDIENCE
TRADITIONALPLATFORM
BRAND’S DIGITALPLATFORMS
SOCIALTHAT
THINGS GOT A LOT MORE SNUGGLY
Between brand and audience
BRAND AUDIENCE
TRADITIONALPLATFORM
SOCIAL
BRAND’S DIGITALPLATFORMS
BRAND AUDIENCE
TRADITIONALPLATFORM
SOCIAL
BRAND’S DIGITALPLATFORMS
THE BRAND CONVERSATION WITH THE AUDIENCE IS Controlled by creativity and purpose. Access is controlled by knowledge.
A DIRECT CONVERSATION BEGAN& traditional scratched its head
A DIRECT CONVERSATION BEGAN& traditional scratched its headthen brand also scratched its head because now BRAND had to start telling stories
HARD SOFT
PULL PUSH
HARD SOFT
PULL PUSH
ENTER THE CONTENT STRATEGY MATRIX
SOLUTIONS NEED Soul DIFFERENTIATE
