Title: Get ready for smarter content
Publication date June 21, 2018
Description: Brands need to get ready for a world of smarter content. We are on the verge of a major shift in how content is consumed. This has implications for the type of content strategy that brands should develop, how they should allocate their content investments, and how they will actually produce content. Equally important, these changes to how content is consumed make ethical considerations in customer relationships even more important than before - it can no longer be an afterthought.
4. Smarter content: more embedded
Trends
Voice takes over
Video growing
Image growing
Social commerce
Automated content production
Implications
Brands must adapt
Ethics become central
10. Huge growth in voice as mode of accessing content
Source: Small Business Trends, 2018
50%of searches are
expected to be made by
voice by 2020
11. By 2020, 30% of
web browsing
sessions will be
done without
a screen
Source: Gartner
12. Why growth? The technology is now at tipping point – more than
good enough
“As speech recognition
goes from 95% to 99%
all of us will go from
barely using it to using it
all the time.”
– Andrew Ng
(American computer
scientist)
Source: Kleiner Perkins Internet Trends, 2018
14. - small number of gatekeepers
- more personalised
- eliminates customer touchpoints
- elimates con
But... the devices are less important than the services:
18. Video usage is driving growth in mobile internet use
Source: Mary Perkins, Kleiner Perkins Internet Trends, 2018 Source: Netpresenta SEO trends 2018
19. Video accounts for over 50% of US digital advertising budgets
– and still growing
Source: Interactive Advertising Bureau (IAB), 2018
20. Youtube the most dominant social media in the US
especially among young users
Source: Pew Research, 2018
21. Video sets the bar higher for content development
Better suited to:
storytelling
building emotions
Shaping collective real-time experiences…
…but more difficult to execute well.
34. Content will be
increasingly produced
without human
interaction
Journalism is leading
the way, with brands
following quickly.
Gartner
estimates 20% of
business content will
be machine-
generated in 2018.
Automated content production
35. Identifying insights,
story ideas and from
pools of data
Writing content, either
as snippets or entire
stories
Generating
conversations with
humans (“chatbots”)
Automated content production – several levels
36. AI-powered tools to
generate
conversational
responses to human
information or service
requests
Gartner forecasts that
by 2020, 85% of
customer interactions
will be handled
without a human.
Generating conversations with humans (“chatbots”)
37. Chatbots will grow because they are efficient and customer friendly
Efficiency
Streamlines service processes
Automates repetitive tasks
Customer-friendliness
No wait time
Finds information faster
Personalises communications
38. Conversational authoring – content created on demand
Create and edit new documents from
scratch, by user describing the content
they want, instead of them navigating the
UI to reach pre-created content
- Cheryl Platz UX London Future of voice presentation
45. Find the micro moments where you can help
I want to know !
I want to go "
I want to do #
I want to buy $
46. Develop your brand persona
GoogleAssistant
Google Assistant:
Hipsterish
Quirky
Your smarter sibling
Tongue in cheek
47. Consider
ethics more
than ever
before
Privacy & relationship boundaries?
Transparency?
Manipulation?
Lack of barriers/buffers to action?
Enhancing humanity or reducing it?
Dependency on artificial personas?
50. Content: from step by step, to here and now
Meeting need for immediacy Integration of technology
and editorial
Integration of technology
and content
Tensions between intimacy
and artificiality
51. New opportunities, new challenges…
…but the same old theme
Getting the right content to
the right user at the right
time through strategic
planning of content
creation, delivery, and
governance.
– The Content Strategy Alliance
52. Presenter
Geoffrey Igharo
Senior Writer & Consultant, Creuna
geoffrey.igharo@creuna.no
Thanks!
Content contributors
Fredrik Marcus
Geoffrey Igharo
Henrik Bakke
Johanna Roppen
Niklas Olsen
Thor Fjeldberg
Visual Design
Janecke Løyning