III

What can help build content excellence?

ADVERTISING = INTERRUPTION (break)

Every company and also individual is growing into a "mass media house"Channels which communicate with groups of people (mass) - publishing or production comp.

web site

social mediablog

BRAND = service or product

+ STORY

How to tell my own story?DIRECTLY and INDIRECTLY

I’m so cool and green and unique ... It was a pleasure to cooperate with xx, because they are so cool and green ... And I fully recommend xx!

DIRECTLYmajor part of our marketing and PR communication

INDIRECTLY(to support the direct perspective by giving the dimension “what other think about us”)

- classic “about us”- now reviews, comments, showing social media happening on web site, etc.

Ad should not be an interruption/ break anymore.It has merged with DIRECT content.

Q - HOW TO CATCH USER’S ATTENTION?

1By offering INTERESTING and VALUABLE content.2 By offering interesting and valuable content which is independent of direct content.

Consumers know that ad is hidden in the content and hate to be taken for stupid.

Companies and individuals

need like to have

CONTENT which gives their sites platforms additional value

(classic advertising damages - diminishes value)

They would give SPACE on their platforms for content that delivers VALUE not advertises products or

services.

Strategy goal is changing:

http://www.youtube.com/watch?v=LerdMmWjU_E

from creative excellence to content excellence.

First runners:

Not only big players. Just a matter of time when middle and smaller companies have to follow.

Problem: resources!

Need for a new digital social responsibility element which makes the difference for the consumer?

What can help build content excellence?

CONTENT EXCELLENCE

“our brand stories must show commitment to making the world a better place” (Coca Cola Content 2020)

Insider tip from big player:

what kind of content helps build content excellence?

Again ...

What kind of content ...CONSUMER perspective- Not giving the impression to be a paid ad.- Not requiring too much effort.- Help me build my social value (proud to share it).- Make me feel good (not wasting my time on this site).- Make me feel special....

BRAND perspective- Chance to start bringing consumer into the content.- Help build community/ movement around the brand.- Foster user activity (conversion).- High virability.- Ready-to-use.- Customised flexible paying system in real time....

CLICK ON THE BUTTERFLY FOR MORE ABOUT RESEARCH BEHIND CONTENTING

©2013contentcloud9.org

http://www.kraftrecipes.com/home.aspx

http://www.redbull.com/

http://www.youtube.com/watch?v=LerdMmWjU_E

Sources:

http://www.coca-colacompany.com/

http://contentmarketinginstitute.com/2012/11/mining-data-content-marketing/

©2013