Angela Courtin at DIS: Rethinking Content
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As branded content gains steam, marketers must shift from an ad hoc approach where content is an afterthought to content production with a systematic, integrated and data-driven approach. What should marketers do to ramp up their branded content capabilities? Presenter: Angela Courtin, chief content officer, Aegis Media Americas and president, The Story Lab @AngelaCourtin
Transcript of Angela Courtin at DIS: Rethinking Content
may the force(s) be withyou
CONVERGENCE
FRAGMENTATION
,,
TRANSPARENT
INTERCONNECTEDINTERDEPENDENT
CONTENT
All media starts withgreat content. A greatmedia strategy cannever compensate foraverage content.
so what is great content
VISIBILITYCONTEXT
SHARE-ABILITY
The role of content is evolving. Theopportunity to be anexpert, facilitator and“friend.”
Consumption isChanging
Traditional:30 Sec Advertising/Display
Product Placement
Integration
Adaptive Branded Content
REACH
DISRUPTION
ENGAGEMENT
ENGAGEMENT
Brands must become better than ever at telling and sharing a story and most importantly listening…
The impact onbrands
CULTURE
Brands need to stopcompeting in thecategory and startwinning in theculture.
CONTEXT
In the future all mediaplanners will becontent planners.Content is thecurrency of theconvergent world.
THAT WASTHEN
THIS ISNOW
two things gohand in hand
DISTRIBUTIONOF CONTENT
CREATIONOF
CONTENT
FUTURE
All brands have to becontent programmers
5 stepprocess
41AU
DIT
2
CO
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NT
3
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5
OPT
IMIZ
E
ANAL
YSIS
BOUGHTOWNEDEARNED
1
AUDIT
Bought Owned Earned
BRANDED
Ideate/Fund/Produce/Create
CONSUMER
Curate/Enable/Appropriate/Celebrate
PROFESSIONAL
Associate/Sponsor/Integrate/Promote
2
CONTE
NT
3
CONTE
XT
thank you
