Content is Trending

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THE HAPPY MEDIA CONTENT AGENCY
Seismic Shifts & Lessons in Storytelling
Retailers developed products. Advertising
agencies made ads. Publishers and
broadcasters owned media channels, And
consumers sat at the end of the
process, devouring said products
without having much say in the matter.
Once upon a time, life was simple...
But along came “digital” and in true
plot-thickening fashion, the world changed
forever. And not everyone lived happily ever
after. The digital era brought forward new
roles and new characters: retailers as
media owners; publishers as retailers;
brands as content creators; agencies as
content marketers. Prepared by Happy Media

#ContentIsTrending
Around the world the word ‘content’ is no longer a
whispered afterthought in corporate back rooms. CEO’s
and CMO’s are now joined by Chief Content Officers (CCO’s)
and In-House Content Departments are springing up in
brands and publishers alike.
Specialists known as Content Strategists or Practitioners
are coming to the fore. Their ability to leverage value out of
“Content Marketing” and “Earned Media over Paid Media”
making them a highly valued resource in the new media
marketplace.
Seismic Shifts & Lessons in Storytelling
Prepared by Happy Media

What Exactly Is That Stuff I Just
Mentioned?
Content Marketing will be a 1 billion Pound industry this year in the UK. It relies
on:
a deep strategic focus on a brand’s story across all channels.
true “time-baked” Strategy. Lasting quality takes time and planning.
a collective mindset. It hates silos. Collaboration creates Big Shifts. Silos create
Small Battles.
“CONTENT STRATEGY plans for the creation, publication, and
governance of useful, usable content.” - Kristina Halvorson
“CONTENT MARKETING is brands using content to link and
engage with their audiences.” - some other person
Seismic Shift #1

Trends In The Market Place
According to PWC, over the next 3 years in South Africa, Radio advertising will grow
between 4 and 6 %. Digital will grow at around 30%. Digital is creating industry
resilience. Revenues are rebounding up but in completely new sectors.
Brands want to increasingly own the direct dialogue with consumers. Digital has
enabled this. There is a a shift towards Earned Media over Paid Media.
HANG ON THERESPARKY!WTF IS EARNED MEDIAVS PAID MEDIAS’POSEDTO MEAN ANYWAY?!

this is a good time to introduce what
might be the most important
lesson in storytelling

Lessons in Storytelling #1
This Is Earned Media...
WATCH ITCLICK HERE

And This is Paid Media...
for the same product
WATCH IT
CLICK HERE

Brands are transforming themselves into publishers of content. Locally, Woolworths is
a good example (they now have an in house digital content production facility while globally,
Red Bull, Coca Cola and Tesco make for exceptional case studies.)
Seismic Shift #2

Brands are transforming themselves into publishers of content. Locally, Woolworths is
a good example (they now have an in house digital content production facility while globally,
Red Bull, Coca Cola and Tesco make for exceptional case studies.)
The average consumer will spend 30 seconds watching or listening to a TV or radio
commercial but may spend up to 30 minutes engaging a content marketing title.
In doing this brands are beginning to snap up industry professionals who could only
previously be employed by established traditional platforms. Brands are also perfecting
the art of create once, publish everywhere in order to amplify their messages.
Seismic Shift #2

brands are becoming publishers & publishers are becoming
brands

What did people in the UK think about their brands
as publishers of content? Some research from the CMA

ONLY 8% PERCENT OF
PEOPLE ASKED DIDN’T
WANT CONTENT FROM
THEIR BRANDS. IT’S ALL
ABOUT KNOWLEDGE.
8%

72% PERCENT OF
CONSUMERS WOULD
RATHER BUY FROM A
BRAND THEY RECEIVE
CONTENT FROM.
72%

PRINT IS NOT DEAD.
38% OF THOSE ASKED
STILL CONSUME BOTH
PRINT AND DIGITAL. IS
THIS A CLUE FOR
RADIO?
38%

72%
R.O.I? LOYAL
CUSTOMERS WHO READ
THEIR SUPERMARKET
CHAIN MAGAZINE
SPEND 10% MORE PER
WEEK THAN LOYAL
CUSTOMERS WHO
DON’T.
10%

OVER THE NEXT 12
MONTHS 3 IN 4
ADVERTISERS WILL
INCREASE OR
MAINTAIN THEIR
SPECIFIC CONTENT
MARKETING BUDGETS.
WHERE WILL THOSE
BUDGETS COME FROM?
75%

coca cola have
invested A
CONSIDERABLE % of
all marketing spend
on content
suggesting that the
battleﬁeld is owned
when the emotional
connection is made.
20%

Brands are beginning to realise that
this type of storytelling...
WATCH IT
CLICK HERE

...and this type of storytelling...
WATCH IT
CLICK HERE

...might be working a little better than this
type of...erm...what is this again?
Oh yes, “Welcome back
to Generic-Ville.”
WATCH IT
CLICK HERE

which brings us to that which is (really) possibly the most
important lesson in brand storytelling and content marketing

This Is The Winchester Mystery House.
After being told by a medium that spirits were after her, Mrs Winchester
was advised to build a house of endless rooms - an extravagant maze of
Victorian craftsmanship in which the spirits would never find her. This
sprawling mass is famous for staircases that go into ceilings, a room with
no doors or windows and even a door that goes nowhere.

#Sprawling

Are you building a sprawling mess
or do you have a strategy?
Why are you doing what you are doing?
strategy stops you being precious & subjective. it makes you
focused & objective
Are you collaborating or working in silos?
the power of the collective: big shifts versus little battles
The Corner Stone Of Content Marketing is
Content Strategy.
Lesson in Storytelling #2

HEY SPARKY!WTF IS THIS S’POSED
TO DO WITH RADIOANYWAY?!
And so with this is mind we...

HEY SPARKY!WTF IS THIS S’POSED
TO DO WITH RADIOANYWAY?!
I’m glad youasked my greenfriend!
And so with this is mind we...

Here’s the thing...
“RADIO STATIONS TRADITIONALLY SELL
ADVERTISING BECAUSE THEY PRODUCE THE
BEST CONTENT WHICH EQUALS AUDIENCES.
WHAT HAPPENS WHEN YOUR ADVERTISERS
START PRODUCING BETTER CONTENT THAN
YOU ON THEIR OWN PLATFORMS?”
so it’s about quality content...we get it.
now what?

“be humble. you know nothing. learn fast”- sam wilson
...and here is without doubt the most important lesson in
storytelling...

WATCH IT
CLICK HERE

“Nothing is new,
everything is borrowed”
WATCH IT
CLICK HERE

rule #1
“Nothing is new
everything is borrowed”
“Originality is an illusion.
it’s not where you got it
from it’s where you take
it to”
a quote i took from some guy

PREVIOUSLY (in the olden days) A STANDARD
RADIO SHOW TEAM WOULD LOOK LIKE THIS...
PRESENTER
CO-PRESENTER
TRAFFIC PERSON
SPORTS PERSON
PRODUCER
MAYBE ONE DAY IT WILL LOOK LIKE THIS...
PRESENTER
CO-PRESENTER
TRAFFIC APP
SPORTS CONTENT FEED writer
GRAPHIC DESIGNER/animator
COMMUNITY MANAGER
CONTENT PRACTITIONER
DEVELOPER
VIDEOGRAPHER
seo expert/writer

WHOSE JOB COULD BE TO DO THIS...
FLOW AND STOCK IT’S NO GOOD TO JUST PUT CONTENT OUT THERE AND THEN STICK A
PODCAST ON YOUR WEBSITE. YOU’VE GOT THE HEAD START BY HAVING THE RADIO
PLATFORM BUT WHAT ARE YOU DOING TO MAXIMISE IT AFTER THAT?
RADIO & OTHER CONTENT
DIGITAL PLATFORMS
PR/INFLUENCERSCONTENT

When the lights went out on SuperBowl 2013, a clever storyteller at Oreo’s had the
creativity to stick this piece of design content onto social media. It’s just a picture
and some words but it’s also an agile creative suggestion got the brand topical
coverage and maximum virality because the brand thought like a broadcaster and
hit a topical-water-cooler-hot-button in realtime.

AND THE REST IS TOTAL CRAP”
ALISTAIR KING, OWNER OF KING JAMES
A SMALL AMOUNT IS aWESOME
“MOST OF EVERYTHING ON EARTH IS AVERAGE,
BORING & MUNDANE.
Closing Thoughts

At its core, content strategy isn’t really about content
inventories, or messaging, or publishing calendars,
or governance policies. It’s a way of thinking that has
direct impact on the way we do business. And the
way we do business must include a clear focus on
how we create, deliver, and govern our content.
Because more than ever before in the history of
commerce, content has become one of our most
valuable [mission critical] business assets..
Kristina Halvorson

In the end, storytelling is the glue. And beyond the
lights and promises of the future there will still be
very little that compares to a beautifully written
piece of copy delivered by a passionate communicator,
and that’s what radio will always have.
This is the audio that Dodge used in its
recent Superbowl commercial. It’s about
The Humble Farmer
listen
CLICK HERE

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