I recently took part in the Brilliant Noise webinar 'The Vision Gap: content strategy for brands'. I talked about eight trends that I think will have an impact content strategy and content marketing. You can watch the full webinar here http://brilliantnoise.com/vision-gap-notes-video-content-strategy-webinar/

1. TextText@La_Pope
brilliantnoise.com
Lauren Pope
11th June 2014
The Vision Gap: content
strategy for brands
Content trends

3. Now
(act)
!

4. Expanding content toolkits
- Increasing number of
bespoke tools available.
- Companies growing and
attracting investment.
- Tools for writing e.g. Beegit,
Draft, Penflip, StackEdit,
Write Monkey.
- Tools to manage content
processes e.g.
GatherContent, NewsCred,
Divvy, Spredfast.
©Neil T

5. Analysing content processes
- Looking at the effectiveness
of content processes.
- Calculating the real cost of
creating content, end-to-end.
- Streamlining processes, and
focusing on work that
creates the biggest impact.

6. Measuring attention
- More sophisticated
measurement of content.
- Attention and ROI are the
measures that matter, not
likes, shares and views.
©Upworthy

7. “We've found effectively
no correlation between
social shares and people
actually reading.”
Tony Haile, Chartbeat, http://bit.ly/1nAjp3v

8. Measuring attention
- More sophisticated
measurement of content.
- Attention and ROI are the
measures that matter, not
likes, shares and views.
©Upworthy

9. Near
(analyse)

10. Content shock
- Every minute 347 WordPress
blog posts are published, 48
hours of YouTube videos are
uploaded and 571 websites
are launched.
- With more brands creating
more producing content, it’s
getting harder to secure the
attention of your audience.
- To avoid content shock,
brands need to create
content that cuts through
the noise, in a more cost-
efficient way than their © pasukaru76

11. “We’re a business, and if this
wasn’t successful we would
pull the plug. That we’re
expanding this program as
fast as possible should tell
you something.”
Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut

12. Content for customer experience
- A content strategy that
doesn’t try to emulate a
publisher, but remembers
what the brand is for, and
what its customers want
from it.
- Content that pulls rather
than pushes.
Enjoyable
Easy
Meets needs

13. Chief Content Officers
- Chief Content Officers have
been hired at Time Inc, The
Telegraph, Petco, Netflix,
Bloomberg, Coca-Cola.
- Oversees all
content activities, in all parts
of the org, across all
platforms.
© CMI

14. COPE
- COPE has been the ‘next big
thing’ since 2009, but may
become mainstream soon,
thanks to mobile.
- It aims to:
- separate content from
display;
- ensure content modularity;
- make content portable.
Create
Once
Publish
Everywhere

15. Far
(Aware)

16. The Internet of Things
- 100 'things' are coming
online every second (Cisco,
July 2013). By 2020, there
will be 30bn connected
devices, most not PCs,
smartphones, tablets
(Gartner, November 2013)
- Providing content for the IoT
will involve overcoming
challenges around
personalisation, automation,
publishing etc.
©GrantSewell

17. Thank you
brilliantnoise.com
@La_Pope
lauren@brilliantnoise.com
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