Two sides of the proverbial coin today as two sessions explored both sides of the "content" question. The first focused on how to create content that keeps your customers coming back; the second on the strategies you need to build to manage and govern it at scale.
Marketers take note: None of this is easy.
Session: Entertain or Fail: Brands as the New Publishers
Presenters: Allan DeBevoise, Anthony Batt
- Video (YouTube, Hulu, vivo) is the third wave of broadcasting. Networks were the first, cable the second.
- Most brands fail to take advantage of video's two chief attributes: an instant global audience on billions of devices.
- Smart and entertaining content can breathe new life into expired or archived brands. Warner revived the Mortal Kombat brand after watching a short fan-made video on YouTube and giving the director the chance to watch the feature. A low-budget feature was better advertising than actual advertising for a lot less money.
- In-game ads convert better than most other ads.
- Online content can combine different ROI metrics (reach, impressions, traffic, pipeline, etc) into one package.
- Brand marketing isn't about Thursday-night shows or one-time events. It's a programming model that delivers content to audiences all the time. Need an example? Think RedBull.
- Generally speaking, online content is out of control.Copywriting is not a Content Strategy.
- Content Strategy includes archiving, governance, the user interface, the content and the coding that makes it come to life.
- You're not writing documents. You may not even be writing. You're packaging ideas.
- A content strategy has two sides, each with two distinct aspects. Content aspects are substance and structure. People components are workflow and governance. Most content strategists pay too much attention to the former and not nearly enough to the latter (see point #1)
- When building a content strategy, plan a litle bit, then jump in and do. If you need signoff from other stakeholders, start the conflicts early and keep the interactions going.
- Not sure if it will work? Do a pilot. Do a pilot. Do a pilot.
- Content strategists absolutely deserve a seat at the executive table. If only they'd stop whining that they don't.