Our industry has become obsessed with learning over the last few years. We love to talk about the age of acceleration, complexity and the need to learn new tricks. But what is holding us back is our inability to unlearn some generally accepted paradigms, ways of doing and thinking.
"The illiterate of the 21st century will not be those that cannot read and write, but those who cannot learn, unlearn and relearn."
—Alvin Toffler
Joanna Bakas, Managing Director at LHBS Consulting Berlin had the opportunity to speak at the Golden Hammer 2015 in Riga and was also part of the festival jury.
13. "When a medium first appears, it
uses the content of a previous
medium exclusively until users have
learned to exploit the new medium
to develop new forms of expression.”
14. 14
this is so true in our
industry because
media is at the
epicenter of our
industry
44. “Content marketing is a marketing technique of
creating and distributing valuable, relevant and
coherent content to attract and acquire a clearly
defined audience - with the objective of driving
profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/
45. The key word is “valuable.” It’s what changes this
definition from one that could describe almost any
form of advertising or marketing. You can tell if a
piece of content could be part of a content marketing
campaign if people seek it out, if people want to
consume it, rather than avoiding it.
http://contentmarketinginstitute.com/what-is-content-marketing/
56. Large-scale, tent-pole events or ‘go big’ moments
‘push’ content to raise broad awareness
Regularly scheduled ‘pull and bond’ content
designed for your prime prospect’s passions
and interests
Always-on ‘pull’ content designed
for your core target and category
related search
Hero
Help
Hub
58. 58
VOLVO HERO
The brand pushes out ‘epic’
content that is desirable to see and
motivates shares because of its
uniqueness and quality
https://www.youtube.com/watch?v=M7FIvfx5J10
59. 59
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks. Audiences
actively seek out the content and
keep returning to the channel to
view more from the brand.
https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR
60. 60
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks.
Audiences actively seek out the
content and keep returning
(bond) to the channel to view
more from the brand.
https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR
VOLVO HYGIENE
On the Brian’s Trucks channel, the
brand interacts with viewers and
direct them to specific product
information vis links
61. 61
NIKE HERO
At over four minutes long
“Winners Stays” is more of a short
film than a commercial, and with its
star-studded cast and high-quality
production values, it’s an iconic
piece of “hero” content.
http://www.google.de/imgres?imgurl=http%3A%2F%2Fi.ytimg.com%2Fvi%2F3XviR7esUvo%2Fmaxresdefault.jpg&imgrefurl=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv
%3D3XviR7esUvo&h=1080&w=1920&tbnid=k6IF56BzsyqEHM%3A&zoom=1&docid=tSWmZ2dP6BedGM&ei=0pdMVcmRHoG2sAHM7YEw&tbm=isch&iact=rc&uact=3&dur=3303&page=1&start=0&ndsp=12&ved=0CCEQrQMwAA
62. 62
NIKE HUB
To incentivize fans and subscribers
to keep coming back to the channel,
Nike Football has also been creating
“hub” content for their channel. Nike
Football’s most recent
implementation of this strategy
comes in the form of its
animated #AskZlatan series.
https://www.youtube.com/watch?v=yWErpnR1FN8
63. 63
NIKE HYGIENE
Hygiene videos acts as hooks to
pull viewers into the channel –
something Nike Football does very
well with it’s “Nike Academy”
series and ‘how to’ videos such
as ‘How To Keep In Shape
Over the Holidays”
https://www.youtube.com/watch?v=DQnDVmOnLO0
64. 64
hero campaigns hero campaigns hero campaigns
hub campaigns
hygiene campaigns
awarenessandreach
time
365 vs. 360
68. In case of any questions, regarding
this presentation please do not
hesitate to get in touch with us.
LET´S GET IN TOUCH
68
Joanna Bakas
Managing Director LHBS
jb@lhbs.com
+49 151 6462 0741
www.lhbs.com
69. UNDERSTAND TODAY. SHAPE TOMORROW.
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die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
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