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TextText@La_Pope
brilliantnoise.com
Lauren Pope
11th June 2014
The Vision Gap: content
strategy for brands
Content trends
Now
(act)
!
Expanding content toolkits
- Increasing number of
bespoke tools available.
- Companies growing and
attracting investment.
- Tools for writing e.g. Beegit,
Draft, Penflip, StackEdit,
Write Monkey.
- Tools to manage content
processes e.g.
GatherContent, NewsCred,
Divvy, Spredfast.
©Neil T
Analysing content processes
- Looking at the effectiveness
of content processes.
- Calculating the real cost of
creating content, end-to-end.
- Streamlining processes, and
focusing on work that
creates the biggest impact.
Measuring attention
- More sophisticated
measurement of content.
- Attention and ROI are the
measures that matter, not
likes, shares and views.
©Upworthy
“We've found effectively
no correlation between
social shares and people
actually reading.”
Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
Measuring attention
- More sophisticated
measurement of content.
- Attention and ROI are the
measures that matter, not
likes, shares and views.
©Upworthy
Near
(analyse)
Content shock
- Every minute 347 WordPress
blog posts are published, 48
hours of YouTube videos are
uploaded and 571 websites
are launched.
- With more brands creating
more producing content, it’s
getting harder to secure the
attention of your audience.
- To avoid content shock,
brands need to create
content that cuts through
the noise, in a more cost-
efficient way than their © pasukaru76
“We’re a business, and if this
wasn’t successful we would
pull the plug. That we’re
expanding this program as
fast as possible should tell
you something.”
Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut
Content for customer experience
- A content strategy that
doesn’t try to emulate a
publisher, but remembers
what the brand is for, and
what its customers want
from it.
- Content that pulls rather
than pushes.
Enjoyable
Easy
Meets needs
Chief Content Officers
- Chief Content Officers have
been hired at Time Inc, The
Telegraph, Petco, Netflix,
Bloomberg, Coca-Cola.
- Oversees all
content activities, in all parts
of the org, across all
platforms.
© CMI
COPE
- COPE has been the ‘next big
thing’ since 2009, but may
become mainstream soon,
thanks to mobile.
- It aims to:
- separate content from
display;
- ensure content modularity;
- make content portable.
Create
Once
Publish
Everywhere
Far
(Aware)
The Internet of Things
- 100 'things' are coming
online every second (Cisco,
July 2013). By 2020, there
will be 30bn connected
devices, most not PCs,
smartphones, tablets
(Gartner, November 2013)
- Providing content for the IoT
will involve overcoming
challenges around
personalisation, automation,
publishing etc.
©GrantSewell
Thank you
brilliantnoise.com
@La_Pope
lauren@brilliantnoise.com
© 2014 Brilliant Noise. All rights reserved

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The Vision Gap: content trends

  • 1. TextText@La_Pope brilliantnoise.com Lauren Pope 11th June 2014 The Vision Gap: content strategy for brands Content trends
  • 2.
  • 4. Expanding content toolkits - Increasing number of bespoke tools available. - Companies growing and attracting investment. - Tools for writing e.g. Beegit, Draft, Penflip, StackEdit, Write Monkey. - Tools to manage content processes e.g. GatherContent, NewsCred, Divvy, Spredfast. ©Neil T
  • 5. Analysing content processes - Looking at the effectiveness of content processes. - Calculating the real cost of creating content, end-to-end. - Streamlining processes, and focusing on work that creates the biggest impact.
  • 6. Measuring attention - More sophisticated measurement of content. - Attention and ROI are the measures that matter, not likes, shares and views. ©Upworthy
  • 7. “We've found effectively no correlation between social shares and people actually reading.” Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
  • 8. Measuring attention - More sophisticated measurement of content. - Attention and ROI are the measures that matter, not likes, shares and views. ©Upworthy
  • 10. Content shock - Every minute 347 WordPress blog posts are published, 48 hours of YouTube videos are uploaded and 571 websites are launched. - With more brands creating more producing content, it’s getting harder to secure the attention of your audience. - To avoid content shock, brands need to create content that cuts through the noise, in a more cost- efficient way than their © pasukaru76
  • 11. “We’re a business, and if this wasn’t successful we would pull the plug. That we’re expanding this program as fast as possible should tell you something.” Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut
  • 12. Content for customer experience - A content strategy that doesn’t try to emulate a publisher, but remembers what the brand is for, and what its customers want from it. - Content that pulls rather than pushes. Enjoyable Easy Meets needs
  • 13. Chief Content Officers - Chief Content Officers have been hired at Time Inc, The Telegraph, Petco, Netflix, Bloomberg, Coca-Cola. - Oversees all content activities, in all parts of the org, across all platforms. © CMI
  • 14. COPE - COPE has been the ‘next big thing’ since 2009, but may become mainstream soon, thanks to mobile. - It aims to: - separate content from display; - ensure content modularity; - make content portable. Create Once Publish Everywhere
  • 16. The Internet of Things - 100 'things' are coming online every second (Cisco, July 2013). By 2020, there will be 30bn connected devices, most not PCs, smartphones, tablets (Gartner, November 2013) - Providing content for the IoT will involve overcoming challenges around personalisation, automation, publishing etc. ©GrantSewell