Iab content seminar presentation

Chris ClarkeChief Creative Officerchris.clarke@lbi.com

Andrew PinkessClient Partner/Director of Strategic Servicesandrew.pinkess@lbi.com

Content doesn’t just happen

• What is branded content?

• Why is it important?

• Where does it come from?

• How do you create and deliver it?

• What does it look/ sound like?

• How should you respond?

• Winners and losers

Agenda

Branded content is content funded by a brand which is either useful or entertaining to its audience and which helps serve the interests of the funder.

That’s what we think, what do you think?

”LOGORAMA” Oscar Nominated Best Animated Short

What is branded content?Promote

Info

rmEn

tert

ain

Connect

Service Sell

Branded content

Branded content

Connect

Email

Social media Blogging

Forums Phone

Mobile

Info

rm

News

Corporate

E-GovAuto

MedicalKM

Education

Service

Banking

Loyalty

Supply-chain

Tax

Training

Payment

Procurement

En

tert

ain

Music

FilmBooks

Magazines Humour

TV/ Radio Sport

Porn

Sell

RetailTravel

Auction

Food

Services

Fund-raising

Gambling

Promote

Directories Aggregators

MicrositesAdvertising

ePR

SearchUrls

Sponsorship

What is branded content?

Why are we talking about this now?

Modern life asks too

much

In culture At home…

At work…

Overwhelmed

Don’t shout - help

Brands must be more

than a promise

Brands we believe in

Are simple

Aggregators

Amplifiers of culture

Grass roots

In essence, to cut through, to participate in

people’s networks, brands must produce

content not messages

We mustn’t be

squeamish about this …

Digital content is growing…

…and will continue to grow

Source: Gerd Leonhard, Mediafuturist.com

Where does it come from?

Source: Digital New Zealand

Delivering branded content

Developing Content Strategy

Digital strategy

Contentstrategy

Organisation & resourcing for the web

OnlinebrandingSTRATEGY

Building content capacity

Digital strategy

Contentstrategy

Organisation & resourcing for the web

Onlinebranding

Content/ editorial guidelines

CMS selection/ & configuration

Taxonomytopic maps/ keywords/ semantic web

Training web editors/ writers

Onlinebrandguidelines

STRATEGY

CAPACITY

Digital strategy

Contentstrategy

Organisation & resourcing for the web

Onlinebranding

Content/ editorial guidelines

CMS selection/ & configuration

Taxonomytopic maps/ keywords/ semantic web

Online campaigns

Long copy/ editing

Video/ rich media

Experiential

Training web editors/ writers

Photography/imagesourcing

Onlinebrandguidelines

STRATEGY

CAPACITY

CREATIVE

Creating Branded Content

Generation Green – Campaign

Unilever

Long copy/editorial/imagery

International Red Cross

Video/social

Electrolux - Experiential

Digital strategy

Contentstrategy

Organisation & resourcing for the web

Onlinebranding

Content/ editorial guidelines

CMS selection/ & configuration

Taxonomytopic maps/ keywords/ semantic web

Online campaigns

Long copy/ editing

Video/ rich media

Experiential

SEO/ contenttagging/ linking

Contentsyndication

Training web editors/ writers

Photography/imagesourcing

Onlinebrandguidelines

ePR/Social mediamanagement

STRATEGY

CAPACITY

CREATIVE

DISTRIBUTION

Distributing Branded Content

Digital strategy

Contentstrategy

Organisation & resourcing for the web

Onlinebranding

Content/ editorial guidelines

CMS selection/ & configuration

Taxonomytopic maps/ keywords/ semantic web

Online campaigns

Long copy/ editing

Video/ rich media

Experiential

Measurement & Tracking

SEO/ contenttagging/ linking

Contentsyndication

Training web editors/ writers

Photography/imagesourcing

Onlinebrandguidelines

ePR/Social mediamanagement

STRATEGY

CAPACITY

CREATIVE

DISTRIBUTION

CONTROL

Measuring Branded Content

Digital strategy

Contentstrategy

Organisation & resourcing for the web

Onlinebranding

Content/ editorial guidelines

CMS selection/ & configuration

Taxonomytopic maps/ keywords/ semantic web

Online campaigns

Long copy/ editing

Video/ rich media

Experiential

Measurement & Tracking

SEO/ contenttagging/ linking

Contentsyndication

Training web editors/ writers

Photography/imagesourcing

Onlinebrandguidelines

ePR/Social mediamanagement

CONTENT

TECHNOLOGYCONTENTMEDIA/ EA

MEDIA ePR

CREATIVE PARTNERS

ANALYTICS

PLANNING/

STRATEGY

CREATIVE

CREATIVECREATIVECREATIVE

CONTENT

PLANNING

MEDIA

STRATEGY

Resourcing Branded Content

Let’s ask Seth Godin

Winners and losers

• Content first (not last)

• Less is more

• Client Headaches

• Agency bun-fight

• Rights management

• Micropayments

• Culture change

• Channel integration

What’s coming up next?

Thanks…