angela courtin at dis: rethinking content
DESCRIPTION
As branded content gains steam, marketers must shift from an ad hoc approach where content is an afterthought to content production with a systematic, integrated and data-driven approach. What should marketers do to ramp up their branded content capabilities? Presenter: Angela Courtin, chief content officer, Aegis Media Americas and president, The Story Lab @AngelaCourtinTRANSCRIPT
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may the force(s) be withyou
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CONVERGENCE
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FRAGMENTATION
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,,
TRANSPARENT
INTERCONNECTEDINTERDEPENDENT
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CONTENT
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All media starts withgreat content. A greatmedia strategy cannever compensate foraverage content.
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so what is great content
VISIBILITYCONTEXT
SHARE-ABILITY
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The role of content is evolving. Theopportunity to be anexpert, facilitator and“friend.”
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Consumption isChanging
Traditional:30 Sec Advertising/Display
Product Placement
Integration
Adaptive Branded Content
REACH
DISRUPTION
ENGAGEMENT
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ENGAGEMENT
Brands must become better than ever at telling and sharing a story and most importantly listening…
The impact onbrands
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CULTURE
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Brands need to stopcompeting in thecategory and startwinning in theculture.
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CONTEXT
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In the future all mediaplanners will becontent planners.Content is thecurrency of theconvergent world.
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THAT WASTHEN
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THIS ISNOW
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two things gohand in hand
DISTRIBUTIONOF CONTENT
CREATIONOF
CONTENT
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FUTURE
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All brands have to becontent programmers
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5 stepprocess
41AU
DIT
2
CO
NTE
NT
3
CO
NTE
XT
5
OPT
IMIZ
E
ANAL
YSIS
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BOUGHTOWNEDEARNED
1
AUDIT
Bought Owned Earned
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BRANDED
Ideate/Fund/Produce/Create
CONSUMER
Curate/Enable/Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/Integrate/Promote
2
CONTE
NT
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3
CONTE
XT
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thank you