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@juzzie
Branded Content:Changing Landscapeof Mediaand Marketing
WTF IS BRANDED CONTENT? > IT’S COMPLICATED!
Competing array of terms as practitioners try explain how what value they add in the changing media landscape and how we now consume it
Branded Content
Branded Entertainment
Brand Journalism
Brand Publishing
Content Brands
Content Marketing
Content Experience
Native Advertising
.....
Justin Kirby: WTF is branded Content? It’s complicated (2014)
copyranter@
Everyone’s definition of branded content is wrong!
WTF IS BRANDED CONTENT? ...
Competing array of frameworks, models…
Copyranter: Everybody's definition of 'branded content' is wrong
IS BRANDED CONTENT STILL A THING >
Content is just what marketing is and does now!
DAVID LUBARS Chief Creative Officer BBDO WORLDWIDE
Are terms Branded Content and Content Marketing now redundant?
”
“
Justin Kirby: The Jury's In: the challenges of evaluating your branded content (2015)
A WORKING DEFINITION? >
For me, something that is worth the consumer’s time is the best definition of branded content. So if you think more radically and try and stretch that definition, then even a 30 second spot is branded content if it’s worth the consumers’ time. And I’m fine with that, as I like to play through those lines.
PJ PEREIRA Co-founder and Creative Head PEREIRA & O’DELL”
“
PJ Periera Interview (2014)
IPG Lab + Google Release Deconstructing Branded Content: The Global Guide To What Works
A REALLY USEFUL FRAMEWORK
Lazar Dzamic: King Kong rules: redefining what content is and how it shapes the future of advertising (2016)
HHH CONTENT FREQUENCY
frequency of content activity over time and how they are used in combination
to reach audiences through the different ways they consume content
BUILDING ON HHH >
[HELP]
CONTENT EXPERIENCE?
Customer Experience, the rise of the ‘Exponomy’
and where the consumer experience is the content
BRAND PUBLISHING
[HUB]
aka Contact Marketing where the evolution of contract publishing meets direct marketing, social and SEO
BRANDED CONTENT & ENTERAINMENT
[HERO]
Where Advertising and Entertainment collide
TECH
Looking at how content is re-shaping marketing from 3 different directions
MAPPING THE TERRITORY
Justin Kirby: Mapping the Brand-Funded Content Space (2016)
HERO >
BRANDED CONTENT & ENTERTAINMENT AWARD CATEGORY
Volvo Trucks: Live Test Series – The Epic Split
Always #LikeAGirl
Dove: Real Beauty Sketches
HERO >
MOVIE STARS, CARS AND FAMOUS DIRECTORS
Johnnie Walker Blue Label / Presents Jude Law in "The Gentleman's Wager"
PRADA presents "CASTELLO CAVALCANTI" by Wes Anderson
Jaguar presents Damien Lewis, Jordi Molla and Shannyn Sossamon in “Desire”
HERO >
Purpose beyond profit: winning hearts not just price comparing minds
Chipotle Mexican Grill: The Scarecrow Case Study
SOCIAL PURPOSE DOCUMENTARY GENRE AND AWARD CATEGORYBut if everyone is zigging is it time to zag?
HERO >
Illycaffè: A Small Section of the WorldPatagonia: DamNationTesla: Racing Extinction
MORE DRAMA
HERO >
Locally produced versus globally adapted
Uni-Noodle: House of little moments case study
Colliding worlds further reshaping the media landscape?
ADVERTISING ENTERTAINMENT
HERO >
THE FUTURE OF ADVERTISING OR ENTERTAINMENT?
EARLY EXAMPLE AND THE WRITING ON THE WALL: CONVERGENCE OF ADVERTISING & ENTERTAINMENT
INDUSTRIES A SURVIVAL STRATEGY?
2004
2001
HERO >
BMW Films Playlist Donaton, S. (2004) Madison & Vine
Plus ça change, plus c'est la même chose!
BUSINESS MODEL WITH LONG HISTORY
HERO >
1957Todd Zenger: The Disney Recipe (2013)
Winning hearts but also helping shift product
LONG FORM
HERO >
SHORT FORM
Public ServiceAdvertising
HERO >
NZ Transport Agency: TinnyVision Case Study
”
Big culture campaigns only represent small fraction of work created, but still set the standard by which all content is judged by brand.
JAMES MORRIS Global CEO STINK GROUP
“
SETTING THE STANDARD
HERO >
Interview with James Morris (ex-Global CEO, Mediacom Beyond Advertising)
In advertising, people are thrilled if an ad goes viral or even gets watched. Then there’s a few thousand people in LA who create work that people pay to go and see. ”
TIM PIPER Writer/Director PIRO
“HERO >
WHO YOU’RE GONNA CALL?
Minda Smiley: Make the client uncomfortable' - advice from marketing experts on creating the best branded content (2015)
The amount of Help Content – not just on YouTube, but on the web overall – eclipses everything else.
ALL THINGS HAIR A Unilever YouTube Channel
.”
“
LAZAR DZAMIC AUTHOR, ACADEMIC & XOOGLER
HELP >
Lazar Dzamic: King Kong rules: redefining what content is and how it shapes the future of advertising (2016)
HELP >
Also linked to the Customer Experience and Experience Economy aka ‘Exponomy’, experiential marketing, and the customer’s – increasingly social – ‘experience as content’
BEYOND HHH FRAMEWORK
The Experience Economy
”
Find a mechanism to allow you to collect customer stories at scale.
ANN HANDLEY Author & CEO MARKETINGPROFS
“
HELP >
ACTIVATING/AMPLFYING THE SOCIAL SHARING OF OUR BRAND-FUNDED CONTENT EXPERIENCES
Ann Handley Expert Example (2015)
HELP >
Intel and Toshiba's "The Beauty Inside" Case Study
HUB >The evolution of direct marketing, but the more editorial-style content could also be seen as the evolution of Customer Publishing and linked to PR, Social and SEO – particularly through its digital delivery.
DIRECT MARKETING
CUSTOMER PUBLISHING
BRAND PUBLISHING aka CONTENT MARKETING/CONTENT BRANDS
HUB >
More regularly published editorial-style content in order to develop customer relationships and drive growth over time
HUB >
BRAND PUBLISHING HAS A LONG HISTORY
During the gold rush it’s a good time to be in the pick and shovel business.
MARK TWAIN
”
“
HUB >
CONTENT TECH KLONDIKE ALGORITHMIC, PREDICTIVE, POGRAMMATIC...Altimeter Group: The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions (2014)
HUB >
STAKING THEIR CLAIMClare O’Brien: Revealing Truth: why disclosure works best for brand-funded content (2015)
But are skills requiredfor optimising SEO or driving response through tech the same as those needed to craft a good story or create engaging editorial and/or programming … and vice versa!
HUB >
WHO YOU’RE GONNA CALL?
HUB >
BEYOND ADVERTORIAL?
Google Presents: Nestle Maggi Diaries Case Study
Lowe’s Fix in Six Vine Animations maybe more additive than tweeting nonsense during the Super Bowl, but are they examples of HERO, HELP or even HUB Content?
CONTENT FUTURES >
LINES ARE BLURRINGLowe's Fix in Six Vines Case Study
I keep hearing everyone talk about content, but I’ve never heard anyone define it. Gradually, I began to get the idea that what content actually is wasn’t important at all. Content is seen as just stuff… the unimportant stuff that gets delivered by efficient, exciting new delivery systems..” DAVE TROTT
Creative Director, Copywriter & Author of Creative Mischief
“
BUT WHAT IS CONTENT >
Dave Trott: Content, content, content (2015)
Brands need to understand that connecting with people is a social exercise that is conducted through the messy, murky construct called culture: the stuff we consume, talk about, watch, and interact with.
MORE THAN JUST CONTENT-LIKE STUFF >
.”
“.
CHRIS McCARTHY Head of Creative Strategy GOOGLE ZOO
STORIES ARE THE MEANS BY WHICH YOU CONNECT WITH PEOPLE VIA CULTURE
Chris McCarthy Interview (2015)
Brands are going to have to change their processes, the skillsets of the people they hire, the timeframes they work on, the way they allocate and think about budgets, and their definition of creativity.
RISE OF STORY-LED MARKETING >
.”
“.
SCOTT DONATON Chief Content Officer DIGITASLBI
STORY-LED MARKETING CHANGES EVERYTHING
Future of Branded Content Report: What Will Change (2014)
supported by:
MORE INSPIRATION >
2015 BEST OF BRANDED CONTENT MARKETING (BOBCM) EDITIONS
THANK YOU >
JUSTIN KIRBY Co-founder & Curator BOBCM
@juzzie
READ MORE ON BOBCM.NET
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