The document discusses the evolution of information exchange from passive consumption of limited choices from centralized sources to interactive consumption of unlimited choices from peer-to-peer sources. It advocates adapting a mindset of providing valuable content to earn attention rather than trying to convince people to buy. Valuable content includes "hero", "hub", and "help" content that focuses on audience needs rather than quick wins, trends or commoditized content.
3. From:
Channels of authority
1. Educational system
2. Massive Media Outlets
3. Religious - Political Parties
4. Close friends - Family
Passive Consumption
Note:
Limited choices from
industrialised sources
aiming for conformity.
Select & commit...
4. To:
Access to:
● Everything
● From Anyone
● Anywhere
Inter-Active consumption.
Note:
What
Who
Where
Unlimited choices from
p2p sources aiming for
singularity.
6. People today can get the
information (content) they
want, when they want it,
from an unlimited pool of
interactive formats.
7. YOU ARE
NOT
INTERESTING
YOU ARE
NOT PAYING
ATTENTION
STUDENT / CLIENT / VIEWER/ VOTER TEACHER / BRAND / MEDIA / POLITICIAN
RESULT OF TRADITIONAL COMMUNICATION
12. 3 Basic Types of Valuable Content:
1. Hero Content (Big Productions- Brand
core values - storytelling - movie like)
2. Hub Content (community/ real people
focus - fun -inspirational)
3. Help Content (utility/ helpful content)
13. Not get seduced from:
● Cheap tricks (contest)
● Quick wins (trends)
● Commoditized content (yet, another blog post...)
● Trying to sell on all pieces of content
BUILD YOUR BRAND BY FOCUSING
ON YOUR AUDIENCE NEEDS/ WANTS
AND STRUGGLE TO DELIVER REAL
VALUE!
18. Some Quick
Take-aways
● Youtube videos are 16:9 /
FB video are 1:1 (desktop)
or 2:3 (mobile)
● FB video NEED text
Overlay, 2% of people hear
sound.
19. Some Quick
Take-aways
● You don't have to invent the
wheel, the content/utilities
are out there, you have the
budget to make them better.