the story lab's angelea courtin on rethinking content

may the force(s) be with you

Wednesday, May 22, 13

CONVERGENCE

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FRAGMENTATION

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,,

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,,INTERCONNECTED

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,,INTERCONNECTED

INTERDEPENDENT

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,,

TRANSPARENT

INTERCONNECTED

INTERDEPENDENT

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CONTENTWednesday, May 22, 13

All media starts with great content. A great media strategy can never compensate for average content.

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so what is great content

VISIBILITYCONTEXT

SHARE-ABILITY

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The role of content is evolving. The opportunity to be an expert, facilitator and “friend.”

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Consumption is Changing

Traditional:30 Sec Advertising/Display

Product Placement

Integration

Adaptive Branded Content

REACH

DISRUPTION

ENGAGEMENT

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Brands must become better than ever at telling and sharing a story and most importantly listening…

The impact on brands

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CULTUREWednesday, May 22, 13

Brands need to stop competing in the category and start winning in the culture.

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CONTEXTWednesday, May 22, 13

In the future all media planners will be content planners. Content is the currency of the convergent world.

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THAT WAS THENWednesday, May 22, 13

THIS IS NOWWednesday, May 22, 13

two things go hand in hand

DISTRIBUTIONOF CONTENT

CREATION OF

CONTENT

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Wednesday, May 22, 13

FUTUREWednesday, May 22, 13

All brands have to be content programmers

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5 step process

41AU

DIT

2

CONT

ENT

3

CONT

EXT

5

OPT

IMIZ

E

ANAL

YSIS

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BOUGHTOWNEDEARNED

1

AUDI

T

Bought Owned Earned

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2

CONT

ENT

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PROFESSIONAL

Associate/Sponsor/Integrate/Promote

2

CONT

ENT

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CONSUMER

Curate/Enable/Appropriate/Celebrate

PROFESSIONAL

Associate/Sponsor/Integrate/Promote

2

CONT

ENT

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BRANDED

Ideate/Fund/Produce/Create

CONSUMER

Curate/Enable/Appropriate/Celebrate

PROFESSIONAL

Associate/Sponsor/Integrate/Promote

2

CONT

ENT

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3

CONT

EXT

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thank youWednesday, May 22, 13