BRANDED CONTENT A SURVIVAL STRATEGY FOR THE COMING 'ADBLOCALYPSE’

@juzzie'

So what is Branded Content? BRANDED ENTERTAINMENT

NATIVEADVERTISING

BRANDEDCONTENT

CONTENTMARKETING

BRANDEDPUBLISHING

It’s complicated!

RYAN%SKINNER%Senior'Analyst'FORRESTER'

Don’t confuse Media-Led And Customer-led Content Marketing

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MEDIA,LED%

ATL,like%supports%Brand%Adver>sing%Goals%'%

CUSTOMER,LED%

BTL,like%Supports%Direct%Response%Goals%'%

ANDREW%DAVIS%Marke9ng'Author'BRANDSCAPING'

The Content Marketing Quadrants?

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It’s'a'hard'category'to'define,'and'

one'that'is'inherently'messy'and'

foggy'with'no'clear'horizons'because'

it’s'horizontal.''

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DAVID%LUBARS%Chief'Crea9ve'Officer'BBDO'Worldwide'

Defining the territory is like trying to nail jelly to a table

#' %%%%%%%%%%%%%%%%%%%%%%%%%%%Content%now%just%what%marke>ng%is%and%does!''

Every'B2B'marke9ng'agency'is'cramming'the'word'content'into'everything'they'do.'Copywri9ng'agencies'are'now'content'farms.'Video'produc9on'Companies'are'now'“rich'content'creators.”'Contract'publishers'are'rebranding'themselves'as'content'marke9ng'experts.'''

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DOUG%KESSLER%CoVfounder'VELOCITY'PARTNERS'

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But as more content gets created than ever, there’s a real problem

%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%We’re%all%about%to%be%deluged%in%crap!''

Crème rises to the top

In'adver9sing,'people'are'thrilled'if'an'ad'

goes'viral'or'even'gets'watched.'

TIM%PIPER%Writer/Director'PIPER'

Competing against content that people seek out and even pay for

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#''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''Then%there’s%

a%few%thousand%people%in%LA%who%create%

work%that%people%pay%to%go%and%see.

SIMON%SINEK%Author'START'WITH'WHY'

The rise of Social Purpose: winning hearts not just price comparing minds

The'goal'in'business'isn’t'to'sell'to'

people'who'need'what'you'have,'it'is'

to'do'business'with'people'who'

believe'what'you'believe."

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Brands'need'to'understand'that'

connec9ng'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.'

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CHRIS%McCARTHY%Head'of'Crea9ve'Strategy'GOOGLE'ZOO'

That’s all about Brand Culture and becoming a more culturally connected brand

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MUNA%ABUDAYYEH'Head'of'Branded'Content'ZENITHOPTIMEDIA'

The rise of more locally produced content versus globally adapted

Today’s'Arabic'skep9c'will'embrace'relevant'

and'honest'brands,'ones'that'appear'to'

understand'them,'speaks'their'language'and'

even'their'accent'in'some'cases.''

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GUIDO%MERCATI'CIO''FILMMASTER'MEA''

Big culture moment campaigns could be a trap for many CMOs

Branded'Content'is'in'fact'and'mostly'about'

365,'responsive,'omnichannel'plaaorms'to'

serve'beber'your'everVdemanding'audience.'If'

you'don’t'answer'a'need'and'you'don’t'keep'

on'following'up,'someone'else'will'do'it'for'you'

or'will'find'the'first'opportunity'to'sneak'in,'

wherever'you’ll'leave'some'room.''

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More 360 and continuous content creation strategy?

Strategysection

Strat

egy

But my ZOO colleagues could. They had the benefit of the insight into how people use content-rich spaces such as YouTube. They could see what people actually search for and watch. And they used that information to create probably the best and most useful content framework I know of. It gives everyone a clear direction on what to create, so that it resonates with their particular category, their particular consumers, their particular brand.

Simply speaking, there are three big ‘buckets’ of behaviour on YouTube. Three kinds of content people really want to watch. Each of them is a permission for a brand to behave in a way that achieves both reach and engagement. Each of them is also a specific kind of fame – as brand fame seems to be the long-term correlator with brand success, at least according to the IPA’s seminal study ‘The

long and the short of it’.

The framework – and the staple of the YouTube strategy - is known as ‘Hero, Help and Hub’. Or, in the ZOO parlance, HHH. Or 3H, in my stencilled version.

Hero: the brand as broadcaster or

entertainer

Hero encapsulates things we know so well: big moments of storytelling we share with friends, we talk about at watercoolers, we use as examples of great creativity, if and when created by and for brands. The Nike extravaganzas, the WREN kisses, the Dove

‘Real Beauty Sketches’ humanity, the Always ‘like a girl’ prejudices [ED: link to case study in D&AD section] and the Volvo Trucks ‘Epic

Split’ humbugs.

Hero content – almost always video, unless we’re ‘dunking in the dark’ – is what traditional creative agencies eat for breakfast. It’s a permission for a brand to behave like a broadcaster or an entertainer, amplifying its message through big ideas and adequate supporting spend without TV’s restrictions of expensive seconds. It’s the Hollywood kind of fame, the blockbuster fame, usually earned through cinematic jewels that last minutes.

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As'more'and'more'branded'videos'land'in'our'

9melines'on'social'media,'brands'must'differen9ate'

their'content'from'the'masses.''

NISRINE%GHAZAL%General'Manager''FUSE'MENA'

Add value to people’s lives if want them to share that value

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#''''''''''''''''''''''''''''''''''''''''''''''''''''''''''Providing%ac>onable%

takeaways%–%such'as'9ps,'hacks,'recipes'or'howVto'

videos%–%will%increase%the%sharer’s%social%currency%

and%other’s%dependency%on%them.''

I'hope'that'brands'will'move'away'from'their'

realV9me'marke9ng'obsession'and'create'

something'more'substan9ve'and'las9ng.'The'

Volvo'Trucks/Jean'Claude'Van'Damme'video'is'

mesmerising'and'the'Lowe’s'Fix'in'Six'Vines'are'

legi9mately'helpful."JOHN%McDERMOTT%Staff'Writer'DIGIDAY'

Creating something more affordably additive?

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#'''''''''''''''''''''''''''''''''''''Seems%a%lot%more%addi>ve%

than%twee>ng%nonsense%during%the%Super%Bowl."

ANN%HANDLEY'Author'and'CEO'MARKETINGPROFS'

Find a mechanism to allow you to collect customer stories at scale

Airbnb'is'killing'it'in'branded'content.'For'

example,'they'recently'launched'a'plaaorm'

where'people'can'submit'their'own'stories'at'

Create%AirBnB.'

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SCOTT%DONATON%'Chief'Content'Officer'DIGITASLBI'

Story-led marketing changes everything about going to market

Brands'are'going'to'have'to'change'their'

processes,'the'skillsets'of'the'people'they'

hire,'the'9meframes'they'work'on,'the'way'

they'allocate'and'think'about'budgets,'and'

their'defini9on'of'crea9vity’.''

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Build an inspiration library

LEAH%BULEY'Principal'Analyst''FORRESTER'RESEARCH'

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MITTU%SIDHARA'CIO/CTO�''TUI'TTRAVEL'PLC'

Look at your comparators for inspiration not just competitors

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Your best experience is your best experience and it doesn’t matter whether that’s in travel or if it happened in a shop, or it happened on a web site. We’re continually scanning the market for what good looks like.

Thank You

@juzzie

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