futureproof radio in the face of the self-publishing content onslaught
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The modern content strategy and marketing world gets a radio slant. A curated bunch of content from the most inspiring 2 days of my life in 2013. www.content2013.co.za was a revelatory experience and I sat the feet of many a master and learned.TRANSCRIPT
#ContentIsTrending
THE HAPPY MEDIA CONTENT AGENCY
Seismic Shifts & Lessons in Storytelling
Retailers developed products. Advertising agencies made ads. Publishers and broadcasters owned media channels, And consumers sat at the end of the process, devouring said products without having much say in the matter.
Once upon a time, life was simple...
But along came “digital” and in true plot-thickening fashion, the world changed forever. And not everyone lived happily ever after. The digital era brought forward new roles and new characters: retailers as media owners; publishers as retailers; brands as content creators; agencies as content marketers.
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#ContentIsTrending
Around the world the word ‘content’ is no longer a whispered afterthought in corporate back rooms. CEO’s
and CMO’s are now joined by Chief Content Officers (CCO’s) and In-House Content Departments are springing up in
brands and publishers alike.
Specialists known as Content Strategists or Practitioners are coming to the fore. Their ability to leverage value out of “Content Marketing” and “Earned Media over Paid Media”
making them a highly valued resource in the new media marketplace.
Seismic Shifts & Lessons in Storytelling
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What Exactly Is That Stuff I Just Mentioned?
Content Marketing will be a 1 billion Pound industry this year in the UK. It relies on:
a deep strategic focus on a brand’s story across all channels. true “time-baked” Strategy. Lasting quality takes time and planning.a collective mindset. It hates silos. Collaboration creates Big Shifts. Silos create Small Battles.
“CONTENT STRATEGY plans for the creation, publication, and governance of useful, usable content.” - Kristina Halvorson
“CONTENT MARKETING is brands using content to link and engage with their audiences.” - some other person
Seismic Shift #1
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Trends In The Market Place
According to PWC, over the next 3 years in South Africa, Radio advertising will grow between 4 and 6 %. Digital will grow at around 30%. Digital is creating industry
resilience. Revenues are rebounding up but in completely new sectors.
Brands want to increasingly own the direct dialogue with consumers. Digital has enabled this. There is a a shift towards Earned Media over Paid Media.
HANG ON THERE SPARKY!WTF IS EARNED MEDIA VS PAID MEDIA S’POSED TO MEAN ANYWAY?!
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this is a good time to introduce whatmight be the most important
lesson in storytelling
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Lessons in Storytelling #1This Is Earned Media...
WATCH ITCLICK HERE
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Lessons in Storytelling #1And This is Paid Media...
for the same product
WATCH ITCLICK HERE
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Trends In The Market Place
Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.)
Seismic Shift #2
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Trends In The Market Place
Brands are transforming themselves into publishers of content. Locally, Woolworths is a good example (they now have an in house digital content production facility while globally, Red Bull, Coca Cola and Tesco make for exceptional case studies.)
The average consumer will spend 30 seconds watching or listening to a TV or radio commercial but may spend up to 30 minutes engaging a content marketing title.
In doing this brands are beginning to snap up industry professionals who could only previously be employed by established traditional platforms. Brands are also perfecting the art of create once, publish everywhere in order to amplify their messages.
Seismic Shift #2
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brands are becoming publishers & publishers are becoming brands
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What did people in the UK think about their brands as publishers of content? Some research from the CMA
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ONLY 8% PERCENT OF PEOPLE ASKED DIDN’T WANT CONTENT FROM
THEIR BRANDS. IT’S ALL ABOUT KNOWLEDGE.
8%
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72% PERCENT OF CONSUMERS WOULD RATHER BUY FROM A
BRAND THEY RECEIVE CONTENT FROM.
72%
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PRINT IS NOT DEAD. 38% OF THOSE ASKED STILL CONSUME BOTH PRINT AND DIGITAL. IS
THIS A CLUE FOR RADIO?
38%
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72%
R.O.I? LOYAL CUSTOMERS WHO READ
THEIR SUPERMARKET CHAIN MAGAZINE
SPEND 10% MORE PER WEEK THAN LOYAL CUSTOMERS WHO
DON’T.
10%
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OVER THE NEXT 12 MONTHS 3 IN 4
ADVERTISERS WILL INCREASE OR
MAINTAIN THEIR SPECIFIC CONTENT
MARKETING BUDGETS. WHERE WILL THOSE
BUDGETS COME FROM?
75%
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coca cola have invested A
CONSIDERABLE % of all marketing spend
on content suggesting that the battlefield is owned when the emotional connection is made.
20%
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Brands are beginning to realise thatthis type of storytelling...
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WATCH ITCLICK HERE
...and this type of storytelling...
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WATCH ITCLICK HERE
...might be working a little better than thistype of...erm...what is this again?
Oh yes, “Welcome back to Generic-Ville.”
WATCH ITCLICK HERE
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which brings us to that which is (really) possibly the most important lesson in brand storytelling and content marketing
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This Is The Winchester Mystery House.Lessons in Storytelling #2
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After being told by a medium that spirits were after her, Mrs Winchester was advised to build a house of endless rooms - an extravagant maze of Victorian craftsmanship in which the spirits would never find her. This
sprawling mass is famous for staircases that go into ceilings, a room with no doors or windows and even a door that goes nowhere.
Lessons in Storytelling #2
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#Sprawling
Are you building a sprawling messor do you have a strategy?
Why are you doing what you are doing?strategy stops you being precious & subjective. it makes you
focused & objective
Are you collaborating or working in silos?the power of the collective: big shifts versus little battles
The Corner Stone Of Content Marketing is Content Strategy.
Lesson in Storytelling #2
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HEY SPARKY!WTF IS THIS S’POSED TO DO WITH RADIO ANYWAY?!
And so with this is mind we...
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HEY SPARKY!WTF IS THIS S’POSED TO DO WITH RADIO ANYWAY?!
I’m glad you asked my green friend!
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And so with this is mind we...
Here’s the thing...
“RADIO STATIONS TRADITIONALLY SELL ADVERTISING BECAUSE THEY PRODUCE THE BEST CONTENT WHICH EQUALS AUDIENCES. WHAT HAPPENS WHEN YOUR ADVERTISERS START PRODUCING BETTER CONTENT THAN
YOU ON THEIR OWN PLATFORMS?”
so it’s about quality content...we get it.now what?
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“be humble. you know nothing. learn fast”- sam wilson
...and here is without doubt the most important lesson in storytelling...
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Lessons in Storytelling #3
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WATCH ITCLICK HERE
Lessons in Storytelling #3
“Nothing is new,everything is borrowed”
WATCH ITCLICK HERE
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rule #1“Nothing is new
everything is borrowed”
“Originality is an illusion.it’s not where you got itfrom it’s where you take
it to”a quote i took from some guy
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PREVIOUSLY (in the olden days) A STANDARD RADIO SHOW TEAM WOULD LOOK LIKE THIS...
PRESENTERCO-PRESENTERTRAFFIC PERSONSPORTS PERSON
PRODUCER
MAYBE ONE DAY IT WILL LOOK LIKE THIS...PRESENTER
CO-PRESENTERTRAFFIC APP
SPORTS CONTENT FEED writerGRAPHIC DESIGNER/animator
COMMUNITY MANAGERCONTENT PRACTITIONER
DEVELOPERVIDEOGRAPHER
seo expert/writerPrepared by Happy Media
WHOSE JOB COULD BE TO DO THIS...
FLOW AND STOCK IT’S NO GOOD TO JUST PUT CONTENT OUT THERE AND THEN STICK A PODCAST ON YOUR WEBSITE. YOU’VE GOT THE HEAD START BY HAVING THE RADIO
PLATFORM BUT WHAT ARE YOU DOING TO MAXIMISE IT AFTER THAT?
RADIO & OTHER CONTENT
DIGITAL PLATFORMS
PR/INFLUENCERSCONTENT
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When the lights went out on SuperBowl 2013, a clever storyteller at Oreo’s had the creativity to stick this piece of design content onto social media. It’s just a picture
and some words but it’s also an agile creative suggestion got the brand topical coverage and maximum virality because the brand thought like a broadcaster and
hit a topical-water-cooler-hot-button in realtime.
AND THE REST IS TOTAL CRAP”
ALISTAIR KING, OWNER OF KING JAMES
A SMALL AMOUNT IS aWESOME
“MOST OF EVERYTHING ON EARTH IS AVERAGE, BORING & MUNDANE.
Closing Thoughts
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At its core, content strategy isn’t really about content inventories, or messaging, or publishing calendars,
or governance policies. It’s a way of thinking that has direct impact on the way we do business. And the way we do business must include a clear focus on how we create, deliver, and govern our content.
Because more than ever before in the history of commerce, content has become one of our most
valuable [mission critical] business assets..
Kristina Halvorson
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In the end, storytelling is the glue. And beyond the lights and promises of the future there will still be
very little that compares to a beautifully writtenpiece of copy delivered by a passionate communicator,
and that’s what radio will always have.
This is the audio that Dodge used in its recent Superbowl commercial. It’s about
The Humble Farmer
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listenCLICK HERE