THE BRANDED CONTENT ECO SYSTEM
Branded content = Brand building tool
Trying to achieve brand uplift.
Video views are fine but what is the result of these video views? Did it resulted in improved brand perception?
Youtube is the home of longer videos. Use Instagram and stories to build around this primary content in YT.
ADVERTISING EFFICIENCY IN A CHANGING MARKET
Digital advertising is 52% of all UK advertising now.
TESTING NEW REVENUE STREAMS
THE PATH TO PURCHASE
Steady, consistent ability to build the relationship with customers that drives brand awareness and it can lead to an ongoing relationship.
A purchase made out of necessity, rather than for pleasure.
Visibility is key
Make the customer feel comfortable
Remember time is of the essence
Have helpful, insightful content available
Never take advantage
Get ahead of the ‘event’
(BURAK: Last minute book present purchases?)
CONTENT STRATEGY: THE OBSTACLES & CHALLENGES OF DISTRIBUTED STORYTELLING
There needs to be a balance between branded and non-branded content. People are there for the editorial content but you can mold commercial content with storytelling to make it through the filters of the viewers.
It is possible to apply some of the old publishing hacks into digital.
Prepare content for mobile first, social first.
Snackable content around 60 seconds that can be consumed in different times of the day.
There is a number of KPIs that you can utilize through content marketing, you might not be aware of.
Headline changes everything. You can use title / headline to make an emotional connection with the viewer / customer.
On online, you always have data. You can let the numbers do the talking.
THE ART & SCIENCE OF LOYALTY
- Leonardo Da Vinci
We get bombarded by ads. There is a need to cut through that noise.
Only thing you can do this is : quality and interest. Brands that people are loyal to.
Consumers can access content everywhere, on a device that want. They also want privacy, they do not want to be creeped at.
Marketers have advanced tools to target customers, they have access to vast amount of data.
Visually creative way of telling stories is also important.
Viewers should want to become part of these stories.
You should have a tone of voice and stick to it.
Do not just curate, create.
Prioritize content, feature it more according to data.
Utilize heatmaps to measure how effective the content is.
You need open mindedness. You need science but you also need art. You need spark of genius.
Authenticity. Authentic to your brand values.
Get teams and people together to break barriers from artists and scientists.
HOW COMMUNITY-LED CONTENT GROWS TRUE ENGAGEMENT
Word of mouth
We prefer friendship to customers.
You can not rush friendship, you cannot buy friendship. It needs to be nurtured, organically.
Someone that you spend time with is not friend. Friends are:
You can revisit your old content. It doesn’t need to be corrected. You can amplify it with the new tools.
Ask for customer feedback.
Customers can spot the good stuff. They can know better than you.
User led content – get ideas from viewers and then produce content. It is loved instantly, because the viewers created the demand for it. It is their idea.
Service before self.
DIGITAL TRANSFORMATION IN THE ERA OF FAST PACES PUBLISHING
Change is hard.
You have to invest.
No one actually likes to change. You just like the concept of change.
Do not think change is something that can happen in 6 months and everyone has new behaviours? No.
You have the plans, requirements at first. But not everything goes to plan.
Then you have cracks and problems.
When you start to change, everyone will complain about their problems.
(Burak: Assuming the change will be the solution to all their problems.)
Scope is really important. You can end with dead ends. You need to know what you need to achieve. You need to have a roadmap. You need to stick to that plan.
When you are building a business case, you need deadlines and solid outputs to get funding.
You can’t just keep iterating forever. You need to know where you are going.
You can not do change with an existing team. They have different objectives and different timeframes. They are doing a certain operation to meet 2-3 months results. You can not make them focus on 3 years ahead.
There needs to be a designated change team. People know this is the change team or advocates.
Tell everyone. BCG – Boston Consulting Group says that you need to communicate things 3 times for people to understand it and remember it. You need to communicate it 9 times if it is a period of change. The reality is you need to talk about it, even if you think you have said. Over and over again.
If you don’t tell everyone, at some point people come out of the woodwork. You need to speak to everyone and dig it. If you missed even a small thing, you can not go live. Keep communication.
Try to look at what people can do. Get small wins. Keep morale high. Celebrate the small wins. We like to feel we have done a good job. If we don’t celebrate small wins, we might lose the goodwill of the team. We need all the stakeholders to help.
Momentum might start to slow at some point. You might need to do hard conversations with people. You would come up at cross roads. It is so easy to go off track. Stick to the long term.
You might eventually hit a crisis point. Hit pause, do not hit quit. You have the counter: Time is running out, money is running out. Go back to basics. Question everything. Discuss what you are trying to do in the first place. Go back to what you started with and what you are trying to come to.
You can revert back to manual anytime. It takes pressure out of everyone. Process the manual CSV for a couple of months.
You can’t always get all the bells and whistles. If you get the “thing”, it is enough.
Question: How to motivate the team?
Find the pain point. Choose the individual context for each person. Paint the picture, how it is painful now and show how it is going to better in every granular detail. Be realistic. Take people through. Mitigating, contingencies. Making people comfortable during the change.
THE FUTURE OF YOUR REVENUE
3 main changes affecting the industry
Type of content
1- Original content demand.
400 million users in rural India, they are not ready for original content
2- Change in Format
People time poor now.
A film in 5 years time will be in whatsapp. A high quality production in 5 minutes.
3- Vernacular Content
Localizing content. Providing content for different languages spoken around the world. AI will help on this.
Future of advertising: Make advertising fun through game, people don’t want to be sold at.
Targeting people can be a challenge, could be interesting. GDPR, Block Chain.
Network and programmatic has seen a big rise.
Personalized advertising can bring in engagement with permission. When you get people’s trust.
Native advertising is the future but there is a bit of confusion what native advertising is.
Influencers, not regulated. Provides potential.
I’m founder and director of The Digital Agency; a certified Google Partner and Shopify Partner digital marketing agency operating in London and Istanbul. The Digital Agency has a solid track record of delivering high growth in eCommerce, Facebook & Google advertising, social media communication, search engine optimization, eCommerce and website production through 16 years of experience with 140 brands in 500 projects. Visit The Digital Agency here