OPTIMISE WEBINAR SERIES 2013�Webinar 2: Creating digital content on a shoestring

�Oliver Sealey, TVNZ U�Candice de Villiers, Chamber Music New Zealand�Lauren Whitney, NZ International Comedy Festival�Vicki Allpress Hill, The Audience Connection"

Webinar Outline Section I !!1.  What is digital content & why is it important to us? – Vicki!2.  Producing digital content – where to begin? – Ollie!

Questions "Section II !!3.  Using digital content to achieve audience goals. !

Case studies from:!•  Chamber Music New Zealand - Candice!•  NZ International Comedy Festival – Lauren!

�Questions & wrap-up

Vicki Allpress Hill 2013

“It's tipping because it works. Content is the engine of search, social, outbound and web marketing. It's also the fuel for lead nurturing. It took a while for people to see how and why content is so powerful but it's on every marketer's radar now.”!

Doug Kessler, Creative Director and Co-Founder, Velocity Partners

Vicki Allpress Hill 2013

Part 1!What is digital content & why is it important to us?!

Vicki Allpress Hill 2013

Digital content “Any content that is published or distributed in a digital form, including text, data, sound recordings, photographs and images, motion pictures, and software.”

IT Law Wiki

Vicki Allpress Hill 2013

Sources of content!¤ Evergreen – original, unique to customer, timeless

¤ Repurposed – used in a number of different formats

¤ Curated – aggregated from multiple sources

¤ Co-created – social promotion built right in

Vicki Allpress Hill 2013

“Creative Content Marketing: Winning Hearts, Minds & Wallets”, Andy Betts, Search Engine Watch, Feb 2013

Text Audio"(music, podcast) Video Graphics

Animations Images Slideshow

Social content Blogs

Ebooks White paper

Webinar Surveys/posts

Collections of links

Vicki Allpress Hill 2013

Vicki Allpress Hill 2013

Vicki Allpress Hill 2013

Vicki Allpress Hill 2013

“Content Marketing And E-Commerce Tops Digital Marketers Priority List For 2013”, Forbes, Jan 2013

‘The State of Content Marketing in 2012’, Brian Honigman, The Huffington Post

Part 2!Producing digital content – where to begin?!

Vicki Allpress Hill 2013

Oliver Sealy 2013

1. Define the Content Proposition 2. Identify Your Assets 3. Format & Style of Production 4. Distribution.

1. Define the Content Proposition

- What is the content's purpose? - What is the take away message? - How does is align with your creative vision / business

plan? - Why will people want to view or engage with it?

Don't over think it

2. Identify Your Assets 3. Format & Style of Production 4. Distribution.

Oliver Sealy 2013

1. Define the Content Proposition

2. Identify Your Assets

- What is your craft? - What right do you own or can leverage?

Stick to your knitting 3. Format & Style of Production 4. Distribution.

Oliver Sealy 2013

1. Define the Content Proposition 2. Identify Your Assets

3. Format & Style of Production - Simplify, simplify, simplify - Consider duration and volume - Use the environment - Sound is important Examples Guardian Audio Slideshows: http://www.guardian.co.uk/global-development/audioslideshow/2013/feb/15/india-rice-revolution-audio-slideshow The Arts Foundation: http://www.thearts.co.nz/artist_page.php&aid=130&type=video&video_id=158 Sadler's Wells: http://www.sadlerswells.com/page/screen/1162333620001#

4. Distribution.

Oliver Sealy 2013

1. Define the Content Proposition 2. Identify Your Assets 3. Format & Style of Production

4. Distribution - Timing: plan its lifespan - Exclusivity - Hosting : YouTube, Vimeo, Facebook - Promotion: Facebook, Twitter, DM, Media partnerships

Oliver Sealy 2013

Part 3!Using digital content to achieve audience goals.!

Vicki Allpress Hill 2013

Case Study 1: Chamber Music New Zealand

Vicki Allpress Hill 2013

Chamber Music New Zealand (CMNZ) The largest presenter of top quality chamber music concerts throughout New Zealand.

Vicki Allpress Hill 2013

An ongoing challenge…!

¤  57% New Zealanders have no idea who "we are and what we do*.

¤  We need to: ¤  raise awareness and understanding ¤  break down barriers of assumed ‘formality’ and ‘stuffiness’

¤  Rising to the challenge is about more than just what CMNZ presents – it's about fostering development of the chamber music sector as a whole.

Candice de Villiers 2013

*2011 Creative New Zealand – Audience Atlas Dashboard

“What is "chamber music?”

The opportunity…!The Adam Chamber Music Festival

¤  Only happens once every 2 years.

¤  International and local musicians

¤  Finite period (10 days)

¤  Focused and specific – an entire festival of only chamber music (in all its various forms)

¤  Lots of activity going on (28+ chamber music events!)

¤  Not presented by CMNZ – opening up our scope, being supportive of the sector.

Candice de Villiers 2013

To raise awareness & support the sector

The digital tool/ channel!

¤  For this project, we decided to create… a blog. The reasons? ¤  CMNZ was yet to dive into this area. ¤  More 'chatty' and 'informal' than website (breaking down that

barrier!) ¤  A 'step removed' from our activites / organisation directly ¤  Quick – easy – cheap to set up! Design wasn't nearly as

important as content. ¤  Opportunity to share a variety of content (flexible)

The festival gave us a clear, finite purpose for a blog – and a way to 'trial' blogging in a managable way!

Candice de Villiers 2013

And so we created "the 10 DAYS OF CHAMBER MUSIC blog"(www.chambermusicnz.wordpress.co.nz)

Candice de Villiers, 2013

The process!

1.  Began discussing the idea in Nov. 2012

2.  Planned to send Artistic Development Manager but cost, resource and timing didn’t allow....

3.  So the shoestring blog project got even shoestringier and

4.  Collaboration became key! ¤  ensured festival organisers were on board ¤  organised the contributors (concert managers' connections,

performing artists, locals)…

Candice de Villiers 2013

The process!

4.  Created ‘loose’ timetable – ¤  who would contribute ¤  about what ¤  basic instructions about tone and content (not too

restrictive!)

5.  Used FREE blogging platform Wordpress to set up blog in 1 afternoon (KISS)

6.  Every morning content emailed through and uploaded "(maintain overall tone, layout)

Candice de Villiers 2013

CONTENT... Our 2 cents...

Candice de Villiers, 2013

CONTENT... More than just the music! Behind the scenes drama and delight...

Multiple perspectives on the same event – from 'real and relatable' people...

Direct and candid posts from the musicians themselves...

Candice de Villiers, 2013

Outcomes!

¤  Collaboration within the sector – an invaluable foundation

¤  Almost 3,000 views, over 30 shares and likes on Facebook

¤  Staff/team buy-in for the next blog project (to be hosted on same platform)

¤  Only $21 spent (Facebook post promoting)

¤  Increased # of links and traffic to our site

Candice de Villiers 2013

Case Study 2: NZ International Comedy Festival

Case Study 2: View Lauren’s videos at: http://www.creativenz.govt.nz/en/arts-development-and-resources/research-and-arts-sector-resources/webinar-videos

Resources!

¤  50 Examples of Digital Content�http://bit.ly/YWdkDg

¤  Forbes – content marketing priorities�http://onforb.es/YWdqe4

¤  Content Marketing Institute – What is Content Marketing?�http://contentmarketinginstitute.com/what-is-content-marketing/

Vicki Allpress Hill 2013

�Oliver Sealey, TVNZ U oliver.sealy@tvnz.co.nz   Candice de Villiers, Chamber Music New Zealand Candice@chambermusic.co.nz Lauren Whitney, NZ International Comedy Festival lauren@comedyfestival.co.nz Vicki Allpress Hill, The Audience Connectionvicki@audienceconnection.com"

Vicki Allpress Hill 2013