September 21, 2015
Summary of IAB Content Training Series #3 - Beyond Fundamentals
Content Marketing is a thing.
That is to say, content marketing is no longer a concept or a theory, it exists and is being deployed by brands the world over. That’s why the IAB SG Content Committee’s inaugural training event held on 27th August at LinkedIn was called Content Marketing: Beyond Fundamentals; because it wasn’t about defining or defending content marketing, it was about deploying it successfully.
Storytelling is of course a cornerstone of content marketing and this session was structured like a good narrative, bookended with a prologue and epilogue hosted by the always entertaining IAB Leadership Councilor Neal Moore from Click2View. The day began with a presentation on strategic fundamentals by IAB Content Committee Co-Chair Adam Bow from Carat, and built to a climax of compelling content delivered by the funny and free-flowing Pete Mitchell, Global Media Innovation Director at Mondelez. Along the way we heard professional perspectives from the Editorial, Creative & Distribution teams. The Editorial was presented by Sally Teo, former Editor of Red Tree, as for Creative, we heard from a panel with Simon Kearney from Click2View, David Storey from Carat, Adrian Tay from AsiaOne, Edmund from STOMP. Distribution, was made up of IAB Content Committee Co-Chair Ant Hearne from Outbrain, Rajant from YouTube & Alex Olmedo from Unruly.
So what the key takeaways?
That content marketing has great power but requires great power to get behind it. The most successful case studies came from companies who had achieved executive buy-in, who had recruited different skillsets including journalists, editors and filmmakers, and who had made a commitment to long term success. But that wasn’t all, here’s a selection of the best takeaways as told to Twitter:
Sally Teo ex-Red Tree ed: Engage readers w/ a different approach to sensitive issues & by collaborating with others #iabsgcontent
IAB SG Content Committee Member Click2View’s resident artists Sin Yee neatly summarised this and all the other wisdom of the day in a live wall mural, you can catch a time-lapse of her 4-hour creation below because, well, that’s good content!
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