Why you need to think like a publisher to become future-proof on content.
How to prepare for a future without Facebook
Decrease your dependency on social and Google
Avoid silo and channel thinking
Combine creative production with media buying
Set up a central content department including stakeholder management and editorial board
Balance between brand building, thought leadership and marketing campaigns
Report on business objectives instead of vanity metrics
In my book, I collect my 20+ years of experience with the best books on strategy and content. Crafted and written with a little help of AI :)
The outline in a nutshell. Tune and tweak in the details and pick what is relevant for you.
It’s a belief: First things first. Why the belief and the support from the C-suite is non-negotiable
• Part 1: Basics and Fundamentals. What do you need as a basic before you can even think about creating and publishing content
• Part 2: Structure. How to bring structure to your content and use data and research to make decisions.
• Part 3: Organization and Content Team. What you need to realize the central content production and media buying. From the employees to an organizational structure. Including that important stakeholder management. And to make a decision to in-house or not.
• Part 4: Tools and processes. What you need in workflows, processes, and tech. Plus: how to improve your brief to your agencies. ‘Sh*t in is sh*t out’ and having great content starts with yourself.
#Future of #video#content: “You need to create stuff that’s not only visually stimulating but also intellectually stimulating, where the viewer is learning something, laughing, or being enlightened.” It’s about passion, niches, and personal premium.
Published by Google, so pretty focused on YouTube (duh…) Nice read
What video quality means for viewers
We conducted in-depth research about what ‘high quality’ video content means to viewers. Here are the three themes that emerged.
“With Airbnb Magazine, we’re looking to flip the script on traditional travel-centric content,” she says. “That means positioning travel as accessible instead of exclusive, and prioritizing people over places. The magic of Airbnb comes from human connection and creating a space for belonging, and we wanted that to be at the heart of our magazine.” And more nice #insights on #branded #content
11 Branded Content Innovators Who Take Marketing to the Next Level
From GIFs and ’grams to documentaries and dramatic activations, these Creative 100 honorees keep things interesting.
“Whether brands choose to in-house or to out-source, partially or completely depends on culture and their attitude to innovation. However, both approaches respond to the power that consumers must curate their own media, editorial and commercial communication – and filter out anything that doesn’t satisfy their desire for great content. Quality will out.”
“How the streaming giant presents itself as a TV and movie super fan and uses meme-able, self-aware social media content to keep us watching more.”
“two significant goals for 2019. The first is to engage more on Reddit, where its presence is scarcest. The second is to bring more of its meme-happy approach into the real world, to merge the social energy with unique, in-the-flesh experiences that can then be turned into more social content.”