The Story Lab's Angelea Courtin on Rethinking Content

may the force(s) be with you

Wednesday, May 22, 13

CONVERGENCE


FRAGMENTATION


,,


,,INTERCONNECTED


,,INTERCONNECTED

INTERDEPENDENT


,,

TRANSPARENT

INTERCONNECTED

INTERDEPENDENT


CONTENTWednesday, May 22, 13

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


so what is great content

VISIBILITYCONTEXT

SHARE-ABILITY


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


Consumption is Changing

Traditional:30 Sec Advertising/Display

Product Placement

Integration

Adaptive Branded Content

REACH

DISRUPTION

ENGAGEMENT


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

The impact on brands


CULTUREWednesday, May 22, 13

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





CONTEXTWednesday, May 22, 13

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


THAT WAS THENWednesday, May 22, 13

THIS IS NOWWednesday, May 22, 13

two things go hand in hand

DISTRIBUTIONOF CONTENT

CREATION OF

CONTENT



FUTUREWednesday, May 22, 13

All brands have to be content programmers


5 step process

41AU

DIT

2

CONT

ENT

3

CONT

EXT

5

OPT

IMIZ

E

ANAL

YSIS


BOUGHTOWNEDEARNED

1

AUDI

T

Bought Owned Earned


2

CONT

ENT


PROFESSIONAL

Associate/Sponsor/Integrate/Promote

2

CONT

ENT


CONSUMER

Curate/Enable/Appropriate/Celebrate

PROFESSIONAL


2

CONT

ENT


BRANDED

Ideate/Fund/Produce/Create

CONSUMER

Curate/Enable/Appropriate/Celebrate

PROFESSIONAL


2

CONT

ENT


3

CONT

EXT


thank youWednesday, May 22, 13

Business

The Story Lab's Angelea Courtin on Rethinking Content